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China

Key Takeaways 

  1. Sustainability in China is evolving and becoming more important with each generation. Current focus is on quality, safety and nutrition and interestingly community contribution. ​

  2. Consumers consulted in China appear particularly enthusiastic about sustainability. Sustainability is certainly becoming more influential among the biggest cities in China; in particular, the aspects that relate to personal health (nutrition) and also the reduction of food waste. ​

  3. As a result of the influence of personal health, there is a more mainstream opportunity for plant-based products in China than in other markets. ​

  4. For the Chinese consumer, reassurance on quality and safety is essential. Evidence that you are contributing to the local community is also a strong way to connect to sustainability in China; a perspective that they share with some other Asian markets.​

  5. Another interesting observation in this market is that the perceived responsibility for improving sustainability rests with food producers and government/policy makers, with farmers considered to have very limited responsibility for this.

68%​

Of Chinese consumers say eating more plant-based foods will become more important to them in the next 3 years​

72%​

Say that buying more sustainably-produced products will become more important to them in the next 3 years​

45%​

Say that sustainability is very important when choosing food and drink, only behind health and enjoyment​

Priority Sectors

  1. As there is greater concern about food supply, talking about sustainability in China needs to highlight the quality and safety of the product. Across the various sectors explored including beef, pork and dairy we see that quality, safety and nutrition are consistent sustainability priorities. 

32%​

Of Chinese beef buyers are willing to pay more for quality assured beef​