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Chinese people ‘adventurous’ on new food products

AS many as 45 percent of Chinese consumers are considering themselves "adventurous" foodies that are willing to try new food and beverage products, higher than 34 percent recorded four years ago.

According to the Food & Beverage China study insights consultancy Kantar TNS, which surveyed 7,700 consumers in more than 30 cities, 51 percent of consumers admit that they are more willing than before to pay a premium for food and beverage products with add-on benefits.

Moreover, 65 percent of post-90’s consumers claim that they eat primarily according to their mood, a ratio much higher than that of post-70’s and post-80’s consumers.

The experience of consumers, especially the post-90s generation, is ever broadening and their tastes are more discerning than before, making them less likely to purchase the same products repeatedly.

"As consumers are getting more segmented, the nuances in consumer needs are providing marketers with unlimited challenges and opportunities in terms of product innovation,” said Deepender Rana, CEO of Kantar TNS China


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