Megatrends in China

Abstract
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends, and insights as to how each trend has manifested in China.Euromonitor's Megatrends in China report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Megatrends market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Convenience
Shenzhen-Jiangmen high-speed railway construction is underway
Millennials are the most likely to use tech to make life easier
Consumers want more flexibility
Shoppers want to see what they buy
Convenience drives e-commerce demand
Digital living
Ride-hailing service DiDi unveils prototype for autonomous passenger car
Most Chinese regularly order food for delivery
Internet users are highly protective of their personal data
Millennials prefer online anonymity
Friends and family remain the most trusted information source
Consumers expect more face-to-face activity post-pandemic
Diversity and inclusion
Tmall’s senior-led live stream event breaks the traditional mould
Younger generations are vocal in sharing their opinions online
Millennials are most eager to help those in need
Most Chinese feel comfortable expressing their identity
Gen Z pay the most attention to company practice
Experience more
Tims China partners with Easy Joy convenience stores to create new coffee experience
Online socialising is the top leisure activity as consumers emerge from lockdown
Chinese are keen to soak up local culture when travelling
More consumers prefer real world than online experiences
Personalisation
Chinese are keen to cultivate an online persona
Individuals like to stand out from others
Premiumisation
Freshippo grows its private label, featuring convenience and premiumisation
Gen X are the most eager for a simpler life
Millennials and Gen X are the most confident in their long-term investments
Consumers prioritise nutrition and quality
Pursuit of value
Discounter HotMaxx announces ambitious expansion plans
Consumers are using technology to enhance the shopping experience
Most Chinese feel financially secure despite rising costs
The circular economy has not yet been fully embraced
Gen Z are the most likely to be planning to save money
Shopper reinvented
Sephora’s “Store of the Future” experiential concept opens in Shanghai
Celebrity brand endorsements hold sway among Chinese consumers
Consumers still prefer to buy clothes and large appliances in person
S-commerce is well developed
Millennials are the most likely to interact with brands online
Sustainable living
Alibaba’s Tmall moves to promote sustainability through green labelling
Most people are concerned about the impact of global warming
The Chinese lag behind global counterparts when it comes to recycling
Use of sustainable packaging tops the list of green activities
Consumers are becoming more aware of brand values
Recyclable packaging is considered the most sustainable
Wellness
YouKuai’s plant-based foods brand Zrou set for expansion
Consumers turn to sleep aids in times of stress
Millennials most likely to exercise regularly
People are concerned about health and safety when out and about
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