More stress as middle class reach for the top
Print Edition
CHINA’S middle-class consumers are buying more coffee and alcohol than the national average and living “busier” and “more stressful” lives, according to a new survey.
In the Core Economically Active Population Survey, 73.5 percent of China’s middle class agreed that their lives are increasingly busy, compared with 62.1 percent of the national average.
A total of 59.5 percent of middle-class respondents agreed that “too many things in life make me feel very stressed,” higher than the average of 56.7 percent.
The survey also found that 63.5 percent of middle-class respondents agreed that they want to reach the “very top” in their careers, compared to the average of 55.3 percent.
The survey was conducted by market research company CTR, a joint venture between China International TV Corp and UK-based market research company Kantar Group.
It defines China’s middle class not by income alone but based on a model that uses 12 income-related variables and categorizes the Chinese population by education level, residency, durable goods consumption and commercial service consumption.
The survey found that consumption of instant coffee and energy drinks by the middle class is 50 percent higher than the national average, while their consumption of ready-to-drink and non-instant coffee products is double the average.
The middle class also consumes milk, fruit juice, ready-to-drink tea and yogurt more often, according to the survey.
Alcohol holds a higher appeal for middle-class consumers than other groups as well, the survey said. More than half (56.1 percent) of middle-class shoppers drink beer versus 43.1 percent for the average.
Wine, commonly associated with middle-class tastes in China, has won over a third (33.4 percent) of middle-class consumers, while on average only a fifth (20.9 percent) of urban Chinese drink it.
China’s favorite spirit, baijiu, is consumed by about a quarter (24.9 percent) of the middle class, compared to 18.8 percent of the average.
The survey also showed that the number of middle-class consumers buying pure fruit juice is 41.6 percent, compared to 26.3 percent for the average.
Such choices may contribute to the group’s growing health awareness, as 57.5 percent of the middle class agreed “my diet is healthier than before,” 3.1 percentage points higher than the average.
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