Finding faster growth: Changing Chinese attitudes towards food

This report examines how the emerging middle class in China use food to define themselves. It is argued that as Chinese people gain disposable income they will spend the majority of this on food and drink.

Finding faster growth: Changing Chinese attitudes towards food

Michael B. Griffiths and Chris McCarthyTNS

As millions of Chinese emerge from poverty they use newly disposable incomes to define themselves through food. If they are to take advantage, brands must first understand why.

23 million members of the Chinese population will have money to spend on indulging themselves for the first time this year. By 2020, it's likely that over 160 million more will be able to do the same1. New research from TNS proves that the vast majority of these newly disposable incomes will be spent on...

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