The new challenge of China’s emerging affluent class: Juggling it all

Looks at the evolving motivations of China’s emerging affluent class – primarily in their 30s and 40s – due to rising incomes and expanding lifestyle choices.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • A new affluent class is becoming an important source of new buyers for premium products in China.
  • Consumers are increasingly willing to “trade up". Even in relatively low-involvement, fast-moving consumer goods (FMCGs) categories, twenty percent of Chinese have bought more expensive products in the past year.

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