Study Looks at Food Buying Habits of Chinese Consumers

Study Looks at Food Buying Habits of Chinese Consumers

In recent years, Chinese food shopping habits have changed and evolved dramatically. According to a new study, the Internet is the main source of information when a customer is looking for information on a food brand.

April 11, 2016

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.