The rise of health-conscious foodies in China

While plant-based options might be appealing to consumers seeking a healthier and more varied option in their diet, concerns with additives and preservatives on the ingredients list still prevail. Clean-label can serve as an added bonus for this market.

Astrid Prajogo is the founder and CEO of Haofood

By Astrid Prajogo, founder and CEO of Haofood

McKinsey & Company recently carried out a study into meat eating trends in China, where the number of high and upper-middle-income households is estimated to surpass 50% of households by 2025, causing a shift in trends. Health and safety ranked as the highest among the key buying factors for at-home consumption of meat for Chinese consumers. This was followed by quality and taste, then price and convenience.

In the same study, 43% of the consumers stated they fit into the category of “conscious consumers”, meaning they ate little or no meat. When asked why they limit meat consumption, the number one factor was for personal health reasons, followed by the fact that not eating meat added variety to their diet.

Though these stats point to an interest in reducing meat consumption for health purposes, more 70% of Chinese consumers report rarely or never consuming alternative meat, against 40% of their global peers. This indicated a huge opportunity to encourage these “conscious consumers” to explore plant-based options.

The full article can be found here.