China's consumers demand health and value-for-money products

More and more people want healthy options in buying their food and beverage.

Consumer behaviour shifted in China as they are willing to pay for healthy and value-for-money products across different categories, such as food and beverage, said Bain.

In its report, Bain said certain categories such as chocolate, facial tissue, and hair conditioners have witnessed premiumisation in average selling price, indicating that consumers are increasingly willing to pay a premium for products for better quality and experiences.

"In the food and beverage sector, consumers are increasingly gravitating towards healthier options such as organic, natural, and functional foods," read the statement.

Consumers are looking for products that offer nutritional benefits, clean labelling, and sustainable sourcing. Additionally, value-for-money options, such as private-label brands and price promotions, have gained popularity as consumers seek to make the most of their purchasing power.