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Majority of Chinese consumers turn to healthy diet, Mintel survey finds

By Ding Yining | September 16, 2014, Tuesday | Online Edition

UP to 98 percent of Chinese consumers in a latest survey said they take a healthy diet as the top priority in the next year with more people saying health is the top factor for personal success instead of higher income or career advancement.

Meanwhile, 58 percent of the respondents in an online survey covering 3,000 participants said they've started to eat more fruit and vegetable while 50 percent have cooked at home in a bid to achieve a healthier diet, market research firm Mintel said today in a report.

"For example, mooncake makers have recognized that consumers are interested in a healthier alternative so they've promoted the use of 100 percent natural ingredients or low sugar material," said Alisa Gu, North Asia insights manager at Mintel.

There has been a growing trend among food and beverage manufacturers to use a reduced level of additives or preservatives, and they're also increasing the use of fruit and vegetables in snacks and other functional ingredients in personal care or household products, the report said.

The report added that the shift to more natural or cleaner food is part of a larger trend in the consumer goods market to promote healthier alternatives.

A total of 52 percent of Chinese urban consumers said they now check food labeling before purchase. Food preservatives, harmful colorants and other ingredients are cited as the factors that catch the most attention.

Food that is claimed to contain natural ingredients or lower calories or less additives only account for about 5 percent of the total new products in China in the past five years, suggesting huge growth potential in the future, Mintel said.

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