China: consumer trends towards healthier foods

26/09/2016

As consumption continues to grow in China, consumers are willing to pay more for food without undesirable ingredients and actively seek natural and organic foods.

A recent survey conducted by Nielsen reveals that Chinese consumers are increasingly choosing specialized diets that respond to their desire to eat organic foods, low in fat, low in carbohydrates, seeking to eliminate ingredients that cause food intolerances, allergies or issues of personal convictions.

In a press release, Nielsen said that around the 70% of Chinese people surveyed in the new "Survey of Global Health and Confidence in Ingredients" follow a diet that limits or prohibits the consumption of some foods or ingredients, being higher than the world average of 64%. On the other hand, 82% of respondents said they could pay more for food without undesirable ingredients, which is also much higher than the global average (68%).

However, the changing needs of consumers are not yet fully satisfied, since only the 40% of respondents say they are satisfied with current healthy food options.

The president of Nielsen in China, Yan Xuan, pointed out that this is a great opportunity for retailers and food manufacturers, but they need to identify the high potential segments and the most important elements for these consumers, in order to adapt their messages and products .

In general terms, Chinese consumers prefer low-fat (35%), low-carbohydrate (35%), low-sodium (35%) and low-sugar (23%) foods.

Consumers want more natural foods (67%), more organic (55%) and food free of genetically modified organisms (52%) available on the shelves of supermarkets. The most undesirable ingredients are flavorings (73%), preservatives (73%), colorants (71%), sweeteners (58%), antibiotics and hormones in products of animal origin (63%) and genetically modified organisms (57%) .

Nielsen said that most consumers choose not to buy food and beverages with certain ingredients because they believe they are harmful to their health. Moreover, consumers also consider some foods as natural medicines. Approximately the 73% of the respondents said that they decide the foods of their diet thinking of helping to prevent health problems such as obesity, diabetes, high cholesterol or hypertension.

They also said that transparency is important, the 77% of Chinese consumers have a better image of companies that are transparent about where and how they manufacture, grow or grow their products (compared to the 73% worldwide).

“The improvement in consumption that is taking place in China highlights the growing search for well-being. According to our research, health, food safety and well-being have already become the main attributes that impact consumer purchasing decisions. The price will no longer be as important as the quality and health of a food”said Xuan.

Nielsen's recent survey of Chinese consumers highlights the growth of the natural and organic food segments. The Chinese market is open to the export of Chilean organic products.

In 2013, according to statistics from the Office of Agricultural Studies and Policies, Odepa, Chilean organic food exports to China reached 519 tons for an amount of USD 2,2 million. The products exported were different types of wines, fruits such as blueberries, strawberries, apples, cherries, sour cherries, plums and kiwis; honey, rosehip oil and olive oil. In 2015, exports of organic products to China reached USD 2,3 million and 804 ton. The products that were exported were different types of fruit wines such as blueberries and strawberries, and olive oil. It is evident that the product diversification in 2013 was greater than in 2015.

In 2015, Chile exported organic products to the world for a total of 65.652 tons and a value of USD 217 million. China represented an 1,06% of the total value exported in this product segment.

Source: Agrimundo - Euro Fresh