THE RISE OF THE HEALTH FOOD TREND IN CHINA
WHAT IS THE OUTLOOK FOR THE CHINA HEALTH FOOD TREND?
$71 BILLION EXPECTED WORTH OF THE HEALTH FOOD MARKET BY 2015
17% EXPECTED ANNUAL GROWTH RATE TO 2015
WHAT DOES THE HEALTH FOOD TREND CONSUMER LOOK LIKE?
PROFESSIONALS AGED 20 - 40
56% OF URBAN CHINESE PURCHASED ORGANIC FRESH FOODS IN THE PAST YEAR
WHY IS THIS TREND HAPPENING?
CHINA'S AVERAGE PER CAPITA NATIONAL INCOME
FREQUENT HEALTH SCARES HAVE CAUSED BUYERS IN CHINA TO BE MORE SELECTIVE ABOUT THEIR FOOD CHOICES
Six babies were killed and 300,000 were left sick after consuming infant formula contaminated with industrial chemical melamine in 2008.
In 2010 it was estimated that 1 in 10 of all meals in China were cooked using recycled oil, often scavenged from the drains beneath restaurants.
In 2011 reports and photographs surfaced showing pork that glowed an eerie, iridescent blue when the kitchen lights were turned off.
In February 2011 reports emerged of another milk contamination scandal, this time using leather-hydrogen protein.
WHAT KIND OF HEALTHY FOODS ARE HEALTH CONSUMERS CHOOSING?
FOODS THAT PROMOTE HEALTH BENEFITS ABOVE AND BEYOND NORMAL
PREVIOUSLY CHINESE CONSUMERS PREFERRED BUYING UHT MILK, BUT ARE INCREASINGLY BUYING FRESH MILK AND YOGURTS
15 YEARS AGO BEIJING HOSTED ONLY 2 VEGETARIAN RESTAURANTS, NOW THERE ARE NEARLY 100 AND GROWING
87% ARE MORE LIKELY TO SPEND MORE ON FOODS LABELED AS "ALL-NATURAL"
WHERE ARE CHINESE PEOPLE BUYING HEALTHIER FOODS?
75% OF CONSUMERS BOUGHT ORGANIC PRODUCTS FROM SUPERMARKETS
51% OF CONSUMERS BOUGHT ORGANIC PRODUCTS FROM HYPERMARKETS
5 TIPS FOR COMPANIES LOOKING TO LEVERAGE THE HEALTH FOOD TREND IN CHINA
LOOK FOR WAYS TO INTEGRATE TRADITIONAL CHINESE INGREDIENTS
PepsiCo, as part of a $2.5 billion expansion into China over the next three years, is developing drinks and snacks inspired by traditional Chinese medicine.
In 2010 Quaker launched an herbal oatmeal product with flavors such as wolfberry and tremella.
2 OFFER VEGETARIAN OPTIONS
OF ANY PRODUCTS THAT NORMALLY CONTAIN MEAT
3 OFFER ORGANIC
4 PROMOTE HEALTH FOOD AS SAFE FOOD
5 FOCUS ON YOUNGER URBAN AREAS
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