Increasing awareness of the clean label concept has been observed amongst Chinese consumers in recent years. Clean label is widely associated with attributes such as simplicity, naturalness, food safety, and transparency, whilst Chinese consumers place a particular emphasis on concise ingredient lists and claims of being natural and additive free.
Sales of health and wellness staple foods are expected to continue to be bolstered by the consumer desire to eat well to maintain good health. Food manufacturers are likely to leverage this trend in their long-term strategies by shaping their health offerings.
With direct correlations being made between high sugar, salt, and fat intake and serious health problems, the government campaign “Three Reduce” aims to reduce their consumption to improve the health of the population. According to Euromonitor International’s Economies and Consumers data, Chinese consumers typically consumed 97g of fat per capita per day in China in 2023, which was higher than the global average.
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Understand the latest market trends and future growth opportunities for the HW Staple Foods industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baked goods, breakfast cereals, processed fruit and vegetables, processed meat, seafood and alternatives to meat and rice, pasta and noodles NOTE: Couscous, polenta and quinoa are excluded from staple foods. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Staple Foods research and analysis database.
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