Consumer Values and Behaviour in China

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in China report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in China report answers:

  • How is the consumer mindset in China changing? In China, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in China purchase decisions?
  • Where and how do consumers shop in China?
  • What health-related activities do consumers in China participate in?
  • What megatrends should I focus on in China (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in China
Chinese consumers have complex ideals, preferences and concerns
Younger generations express their identity openly with friends and family
Consumers in China enjoy experimenting with novel goods and amenities
Millennials carry out in-depth studies on the products and services they consume
Consumers expect they will be happier than they are now
Millennials anticipate an improvement in their quality of life
While at home, consumers in China connect with friends or family virtually
Safe location remains the most desired home feature
Consumers prefer to prepare dishes for themselves
Consumers state that opting to dine out at a restaurant is a more practical choice
Younger generations say that they tend to opt for more nutritious options when dining
Millennials focused on looking for healthy ingredients in food and beverages
Gen Z expect to be employed in a nearby location
Consumers in China primarily desire to have a sense of assurance in job position
Chinese say they maintain a clear separation between their professional and personal life
Consumers in China connect with friends through digital means
Younger generations like to head to the cinema
Consumers in China primarily seek relaxation when travelling
Gen X expect great outdoors options when travelling
Consumers in China walk or hike for exercise
Younger generations participate in a fitness session with a group
Consumers are interested in massages to improve wellbeing
Consumers strive to positively influence the environment
Consumers actively working towards greener and more sustainable practices
Consumers in China motivated to use sustainable packaging
Consumers in China buy from brands that support issues aligned with their values
Consumers enjoy going to retail centers
Millennials enjoy window shopping even when they have no intention of making a purchase
Chinese are seeking shopping experiences that are customized to their preferences
Millennials always on the lookout for well-known brand names
Chinese subscribe to online streaming services
Consumers set to increase spending on health and wellness
Younger generations foresee increasing spending on groceries the most
Consumers in China are capable of routinely putting away a fraction of their salary
Gen Z express a worry over their present economic state
Baby Boomers expect to increase overall spending the most
Consumers in China are proactive in managing data sharing and privacy settings
Older generations prefer to communicate online
Chinese employ messaging or communication applications
Gen X regularly view video content through a streaming service
Older generations frequently read reviews of goods and services
Consumers follow or like companies' social media feed or posts
Millennials most active in their actions with companies online
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