Megatrends in China
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in China.
Euromonitor's Megatrends in China report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Megatrends market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Scope
- Businesses harness megatrends to renovate, innovate and disrupt
- The drivers shaping consumer behaviour
- Megatrends framework
- Convenience will remain a priority, supported by digital innovation
- Convenience
- Airmeter breaks down cooking barriers for Chinese consumers with pasta recipe kits
- Millennials are most willing to invest money to save time
- Chinese aspire to achieve better balance between work and leisure
- Gen Z values instant gratification when making in-store purchases
- Gen Z prioritises customisation opportunities when shopping online
- Consumers look for more convenient meal solutions
- Digital living
- OPPO launches China’s first AI-enabled phone
- Smart technology helps to speed up everyday tasks
- Internet users are protective of their personal data
- Elder consumers are the most open to receiving targeted offers online
- Personal recommendation remains the top source of information
- Consumers expect more face-to-face activity in future
- Diversity and inclusion
- LUX aims to empower Chinese women through baby-naming campaign
- Chinese are more reserved about expressing their opinions publicly
- The sense of community is strong among the Chinese
- Millennials are the most comfortable with expressing their identity
- Brand trust is important to Chinese consumers
- Experience more
- Lego promotes creative play with immersive experience stores
- Socialising is important to Chinese, both online and offline
- Chinese travellers are placing greater importance on immersing themselves in local cultures
- In-person moments are the most appreciated
- Personalisation
- DeRucci’s AI-enabled mattress allows users to personalise sleep
- Younger consumers are more cautious about sharing their personal data
- Millennials are more likely to look for personalised experiences
- Premiumisation
- Freshippo launches new high-end format with premium private label
- Consumers seek simplicity and uniqueness
- Shoppers become more discerning
- Consumers pay more attention to health claims
- Pursuit of value
- Discount shopping app Pinduoduo enjoys meteoric growth
- Gen X are among the most frugal shoppers
- China remains sheltered from global cost-of-living crisis
- Repurposing movement gains traction
- Consumers plan to spend more on food and drink
- Shopper reinvented
- Alibaba uses generative AI to optimise the Tmall shopping experience
- Celebrity endorsements hold much sway with Chinese consumers
- Shift towards e-commerce affects all sectors, with notable exception of large appliances
- Social commerce is highly popular
- Millennials are the most likely to shop via social media platforms
- Sustainable living
- Resale platform Idle Fish drives repurposing movement
- Conscious consumerism is on the rise
- Sustainability plays a growing role in product choice
- Chinese still lag behind rest of world in adopting greener lifestyles
- Consumers are starting to hold brands to account
- Consumers show a preference for recyclable packaging
- Wellness
- Mistine upgrades sun protection formula in response to consumers’ safety concerns
- Increase in sleep disorders drives demand for sleeping aids
- Consumers increase their use of health tech
- Consumers continue to pay attention to personal safety
- Leverage the power of megatrends to shape your strategy today
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