Survey: Chinese more concerned about diet than global peers

Chinese consumers are increasingly opting for specialized diets that have organic, low-fat and low-carbon foods, according to a survey by global information and measurement company Nielsen.

According to Nielsen's new Global Health and Ingredient-Sentiment Survey, around 70 percent of Chinese respondents said that they follow a diet that limits or prohibits consumption of at least some foods or ingredients, higher than the global average of 64 percent.

In addition, 82 percent said they are willing to pay a premium for foods that do not contain undesirable ingredients, also higher than the global average of 68 percent.

"The consumption upgrade that is taking place in China highlights the growing pursuit of wellness. Price will no longer be as important as quality and healthiness," said Yan Xuan, president of Nielsen Greater China.

The survey also showed that Chinese are paying closer attention to ingredients in the food and drinks they consume and prefer options with low levels of fat, carbohydrate, sodium and sugar. The most undesired ingredients were found to be artificial flavors, preservatives, colors, sweeteners, antibiotics or hormones in animal products and genetically modified organisms.

Consumers have also said that they would like to see more all natural and organic foods on shelves. Approximately 73 percent of Chinese respondents said they actively make dietary choices to help prevent health conditions such as obesity, diabetes, high cholesterol or hypertension.

The survey suggested that the growing demand for healthy foods provides opportunities for food manufacturers and retailers to generate more growth, as 77 percent of Chinese consumers said that they feel more positively toward companies that are transparent about where and how products are made, raised or grown. Over 70 percent of Chinese respondents said they prefer to shop at retailers that offer a variety of products for special dietary needs, versus 57 percent globally.

"Chinese consumers want to buy foods that can make them healthier, but they can't do it alone. It's important for food manufacturers and retailers to foster a healthy-diet-friendly environment that provides enough quality foods," said Yan.

hewei@chinadaily.com.cn