Study Looks at Food Buying Habits of Chinese Consumers

In recent years, Chinese food shopping habits have changed and evolved dramatically. Today, a company who wants to be successful in the Chinese market must understand how and where the Chinese buy. Following are the results of a study by Daxue Consulting and Gentlemen Marketing Agency, based on a survey of 196 people from Shanghai and Beijing.

According to the study, the Internet is the main source of information when a customer is looking for information on a food brand is the Internet, with nearly 60% of the respondents said that they check China’s search engine, Baidu. Falling well below that as the second greatest source of information are friends and relatives at 20%, with only 9% of Chinese consumers seeking information through social media.

While age does not have a significant impact, those under the age of 34 are more inclined to seek information on food brands from friends and social media.

Other survey results showed that

• 94% of Chinese consumers surveyed have purchased food online, with nearly 90% trusting such food purchases.
• More than 85% buy imported food, those between of the ages of 35 and 44 as most likely to do so (91%).
• 74% of respondents buy imported food as a gift.
• Safety is the most important criteria for purchase of an imported food, as cited by 80% of respondents. Thus, companies shouldn’t overlook safety messages when promoting their products in China. Second most important is quality (66%)
• Chinese consumers are most likely to buy imported foods from the U.S. and France, as they are seen as having the best reputation for exported food.
• The most purchased imported foods are dairy products and snacks, with more than half of respondents who buy imported food buying at least one of these two items.
• 60% of respondents who buy imported food do so online because of its convenience (70%) and price.
• 67% of those who buy imported food online do so at the recommendation of friends and family recommendations and online information.

For more information about Chinese food consumption visit Marketing China.