Chinese Consumer Insights for 2016

Chinese women are increasingly independent in their personal and financial lives and present significant opportunities for brands, according to a November 2015 report from global market research firm Mintel. The research outlines key consumer trends in China for 2016. Highlights include:  

• Girl Power: Women in China are more likely than men to handle multiple tasks and manage the finances within the family home, with 58% of Chinese mothers controlling spending of household income. Female consumers are also more open to embracing new lifestyles, products and experiences – nearly half (48%) of single women are keen to travel to unknown destinations, compared with a third of single men.  

• Health-Conscious: Chinese consumers are taking proactive measures when it comes to looking after their health. Some 64% say that exercise is the most important factor for achieving a healthy lifestyle and 74% are interested in using wearable devices to manage their health in the future. They are also concerned about what they eat, with 57% believing food should be made from natural ingredients, without any additives. 

• Stress Relief: Busy urban consumers in China consider time a luxury and favour on-demand products and services that make their lives less stressful. Over a fifth (21%) get meals delivered to their homes at least once a week and nearly half (46%) book door-to-door services – such as laundry, housekeeping and massage – online. Some 67% are willing to pay for regular health treatments to promote relaxation.

For more insight, see China's Consumer Tribes and Middle-Class China: Stressed Out.