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Consumer Lifestyles in China

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  • 79 Pages
  • June 2022
  • Region: China
  • Euromonitor International
  • ID: 300871
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends in China.

This report analyzes 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 Consumer Overview 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.

Table of Contents

  • Scope
  • Consumer landscape in China 2022
  • Life priorities
  • Finding “me time” low by global comparison as a selfless culture prevails
  • Time for favorite activities ranks high among Chinese consumers
  • A prestigious image and being perceived as successful is paramount
  • Gen Z not as influenced by car ownership status
  • Consumers value quality and innovation but will choose trusted brands
  • Millennials have stronger in purchasing values and priorities
  • Home life
  • Being digitally connected at home vital to majority of consumers
  • Gen X most active home exercisers
  • Poor air quality in cities drives desire for homes in areas with cleaner air
  • Eating habits
  • Prepared food is popular as it is affordable and urban kitchens are small
  • Chinese consumers want foods with health and nutritional benefits
  • Low rates of food restrictions set to change as Gen Z adopt flexitarianism
  • Afternoon snacks at the weekend much more popular than during the week
  • Love of streaming among younger consumers drives snacking behaviour
  • Working life
  • Work-life balance valued alongside job security and good salaries
  • Younger generations breaking the mould and choosing to work for themselves
  • Earnings seen as imperative but job security important as well
  • Flexible working hours most important future work expectation
  • Flexible working times are highly desirable for younger Chinese
  • Leisure habits
  • High levels of weekly online socialising among all generations
  • Shopping remains a popular leisure activity in China
  • Millennials and Gen X are the most avid leisure shoppers
  • International travel remains subdued but domestic trips flourish
  • Gen Z less interested in outdoor/nature activities as they prefer to relax
  • Health and wellness
  • A third participate in physical exercise almost every day
  • Walking and running easily accessible and a good reason to get outdoors
  • All generations enjoy walking and running to maintain health
  • Use of sleep aids far exceeds global average
  • Millennials more focused on stress-reduction activities than other generations
  • Sustainable living
  • Over 60% of respondents worried about climate change
  • High levels of concern and positive actions across all generations
  • Reducing the use of plastics and food waste is a key concern for Chinese consumers
  • Young consumers more interested in using sustainable packaging
  • Chinese consumers vote with their wallets on brand values
  • Younger generations more inclined to buy from brands that support their values
  • Shopping habits
  • Niche products and brands have unique appeal to Chinese consumers
  • Younger generations want personalised and tailored shopping experiences
  • Chinese are more influenced by their social network than their global counterparts
Friends and family recommendations valued by Gen Z
  • Subscriptions appeal to consumers for the enjoyment value
  • Gen Z most motivated by the convenience of subscription services
  • Consumers motivated to shop in-store to see or try before buying but lower than average
  • Younger consumers still driven to visit stores to see physical products
  • Price and variety of products motivate consumers to shop online
  • Availability of a selection of brands drives Gen Z to shop online
  • Spending habits
  • Millennials focused on increasing spending on health/wellness, education and technology
  • Younger cohorts expect to increase their savings, but Millennials also expect to spend more
  • Technology
  • Life lived online is carefully scripted and managing privacy is key
  • Managing data sharing and privacy settings important across generations
  • Smartphones lead the way in devices across generations in China
  • Smart wearables exhibit consumers’ love for tech-driven lifestyles
  • Social networking is an integral part of life for Chinese consumers
  • Millennials most active on social networking sites