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Consumer Spending Habits - China - April 2013

China’s consumers’ spending habits are changing as rapidly as the country’s economy is growing. Improved availability of products and services and developments within the retail environment are leading to a shift in consumer lifestyles and spending habits. 

Developments in the country affect different consumer groups in a variety of ways. As a result, this has a bearing on the aspirations of different consumer groups, thereby influencing the changes in how they spend.

-Matthew Crabbe, Director of Research, Asia-Pacific

 

Report Introduction:

As China grows in economic stature among the world’s nations, its consumers are seen as increasingly important to the world economy, as China’s domestic consumer market begins to take the lead in terms of the country’s growth plans. This places China’s consumers, and their spending habits, firmly in the spotlight of many companies’ business development plans. It has become increasingly important to understand the lifestyles, hopes, needs and aspirations of Chinese people, and how these affect the way they spend their money.

Chinese people are increasingly well-off, with growth in average incomes continuing to outpace inflation. This is creating a wider feel-good factor among consumers who find that they have more discretionary income to spend. The future of the consumer market in China rests on continued stable development, and continued confidence in the economy as it shifts towards becoming one that is much more dependent on domestic consumption. Competition for consumer attention among a population that has become accustomed to change and is accepting of new products and services, means that standing out from the crowd is increasingly harder. This is where understanding the rapidly changing consumer wants and needs becomes crucial.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • Key trends
                • China’s economy shifts towards domestic consumption
                  • Figure 1: Percentage breakdown of total rural and urban household expenditure by type, 2011
                • Consumer spending changing as incomes grow
                  • Figure 2: Reasons for consumers spending more, by product and service category, February 2013
                • Consumer lifestyles and attitudes changing rapidly in response to massive economic and social change
                  • Figure 3: Percentage annual growth of total retail & wholesale trade and average urban wages, 2007-12
                • How consumer spending habits are changing
                  • Figure 4: Proportion of consumers spending more by sector, by monthly income group, February 2013
                • How consumers feel their lifestyles are changing
                  • Figure 5: Changes in lifestyle habits, February 2013
                • How the retail industry is changing to meet new consumer needs
                  • Figure 6: Consumer attitudes towards shopping, February 2013
              • China’s Economy Shifts Towards Domestic Consumption

                • Key points
                  • Continued consumer spending growth despite economic slowdown
                    • Figure 7: China retail sales significance within GDP, at current prices, 2007-12
                    • Figure 8: China consumer confidence index, December 2007-December 2012
                    • Figure 9: China national retail price index by sector. December 2007-December 2012
                  • Rapid consumer income growth drives rising expenditure
                    • Figure 10: China average annual per capita incomes in urban areas, by monthly income group, 2006-11
                  • Changing patterns of behaviour among rural and urban consumers
                    • Figure 11: Value of urban and rural consumer expenditure by type, 2008-11
                  • Consumer research reflects this more confident approach
                      • Figure 12: Changing level of spending habits, February 2013
                    • Many are choosing to treat themselves
                      • Figure 13: Reasons for spending more, February 2013
                    • Consumer savings and home ownership
                      • Figure 14: Total wholesale & retail trade value, average urban wages and total household savings deposits, 2007-12
                      • Figure 15: Changes in savings habits, February 2013
                    • What it means
                    • Consumer Spending Changing As Incomes Grow

                      • Key points
                        • The growing size of China’s middle class
                          • Figure 16: Defining the middle class in China, 1999-2015
                          • Figure 17: Defining the middle class in China, 1999-2015 (continued)
                        • A trend towards nesting
                            • Figure 18: Ownership of major durable consumer goods within urban households at year-end, 2005-11
                            • Figure 19: Ownership of major durable consumer goods in rural households at year-end, 2005-11
                          • A strong feel-good factor helps raise spending
                              • Figure 20: Sectors in which people have spent more compared to this time last year, by gender and age group, February 2013
                              • Figure 21: Sectors in which people have spent more compared to this time last year, by monthly income group, February 2013
                            • Is increased spending really “feel-good”?
                                • Figure 22: Reasons for spending more, February 2013
                                • Figure 23: Reasons for spending more, by gender and age group, February 2013
                                • Figure 24: Reasons for spending more, by monthly income group, February 2013
                              • The frugality flipside
                                  • Figure 25: Reasons for spending less, February 2013
                                • What it means
                                • Consumer Lifestyles and Attitudes Changing Rapidly in Response to Massive Economic and Social Changes

                                  • Key points
                                    • Rapid economic growth sustains rapid lifestyle changes
                                        • Figure 26: Total wholesale & retail trade value and average urban wages, 2007-12
                                      • The fundamental change in the retail landscape
                                        • Figure 27: Total supermarket/hypermarket outlets, floor space, staff and retail sales, 2007-11
                                      • A rapidly aging population changing social dynamics
                                          • Figure 28: The population of the over-60s in China, 2000, 2005, 2010 and 2015
                                        • Gender imbalance skews social relationships
                                            • Figure 29: Decline in birth rate and increase in gender imbalance over 20 years, 1992-2011
                                          • Wealth distribution gap becoming a crucible for social unrest
                                            • Taxation and other cost commitments
                                                • Figure 30: China income tax rate by monthly income bracket, 2013
                                              • Household structures and set-up costs
                                                • Figure 31: Total, urban and rural average household sizes, 2002-11
                                                • Figure 32: % annual growth in total registered and new marriages, 2002-11
                                              • The changing needs of familes will shape spending
                                                  • Figure 33: Changing level of spending habits, by marital status, February 2013
                                                  • Figure 34: Reasons for spending more, by marital status and children in household, February 2013
                                                • What it means
                                                • How Consumers’ Spending Habits Are Changing

                                                  • Key points
                                                    • Education levels correlate to different spending patterns
                                                        • Figure 35: Changing level of spending habits, by education level, February 2013
                                                        • Figure 36: Type of degree intended for child, July 2012
                                                        • Figure 37: Consumer shopping behaviour, by education level, February 2013
                                                      • Changing imperatives across the generations
                                                          • Figure 38: Sectors in which people spent more, by gender and age group, February 2013
                                                          • Figure 39: Consumer shopping behaviour, by gender and age group, February 2013
                                                        • Diversity of lifestyles, diversity of consumers
                                                            • Figure 40: Changing level of spending habits, spending more, by region, February 2013
                                                            • Figure 41: Changing level of spending habits, spending about the same, by region, February 2013
                                                            • Figure 42: Changing level of spending habits, spending more, by city tier, February 2013
                                                            • Figure 43: To treat myself as reason for spending more, by region, February 2013
                                                            • Figure 44: Prices have increased as reason for spending more, by region, February 2013
                                                          • What it means
                                                          • How Consumers Feel Their Lifestyles Are Changing

                                                            • Key points
                                                              • Things are generally feeling better for China’s consumers
                                                                  • Figure 45: Changes in lifestyle habits, February 2013
                                                                  • Figure 46: Changes in lifestyle habits, by gender and age group, February 2013
                                                                  • Figure 47: Changes in lifestyle habits, by monthly income group, February 2013
                                                                  • Figure 48: Changes in lifestyle habits, by city, February 2013
                                                                • Changing consumer lifestyle perceptions manifest differently with each sector of spending
                                                                    • Figure 49: Spending changes by sector, by consumers feeling they have healthier lifestyles, February 2013
                                                                    • Figure 50: Spending changes by sector, by consumers feeling they buy more treats for themselves, February 2013
                                                                    • Figure 51: Spending changes by sector, by consumers feeling they are environmentally-friendly, February 2013
                                                                    • Figure 52: Spending changes by sector, by consumers feeling they are looking for more ways to save or invest money, February 2013
                                                                    • Figure 53: Spending changes by sector, by consumers feeling they are spending more time with family, February 2013
                                                                    • Figure 54: Spending changes by sector, by consumers feeling they are spending money more cautiously, February 2013
                                                                    • Figure 55: Spending changes by sector, by consumers feeling they are cooking at home more often, February 2013
                                                                    • Figure 56: Spending changes by sector, by consumers feeling they are doing more free-time activities, February 2013
                                                                    • Figure 57: Spending changes by sector, by consumers feeling they are entertaining out more than at home, February 2013
                                                                    • Figure 58: Spending changes by sector, by consumers feeling they are putting more money into savings, February 2013
                                                                    • Figure 59: Spending changes by sector, by consumers feeling they are working longer hours, February 2013
                                                                    • Figure 60: Spending changes by sector, by consumers feeling they are going on fewer holidays, February 2013
                                                                    • Figure 61: Spending changes by sector, by consumers feeling they are taking more frequent, shorter holidays rather than fewer longer ones, February 2013
                                                                    • Figure 62: Spending changes by sector, by consumers feeling they are doing more home maintenance themselves instead of hiring a professional, February 2013
                                                                    • Figure 63: Spending changes by sector, by consumers feeling they are taking more holidays abroad instead of travelling closer to home, February 2013
                                                                  • Better diets, more food scares and greater consumer awareness of consumption issues
                                                                      • Figure 64: Consumer likelihood of checking packaging information and labelling, March 2012
                                                                      • Figure 65: Categories of “organic” food ever bought in the last 12 months, March 2012
                                                                      • Figure 66: Is “organic” and “green” worth paying more for?, March 2012
                                                                      • Figure 67: How likely are you to pay a premium price for fair trade, March 2012
                                                                    • What it means
                                                                    • How the Retail Industry is Changing to Meet New Consumer Needs

                                                                      • Key points
                                                                        • Consumers’ shopping habits developing in sophistication depending on circumstances
                                                                            • Figure 68: Consumer attitudes towards shopping, February 2013
                                                                            • Figure 69: Consumer attitudes towards shopping, by gender and age group, February 2013
                                                                            • Figure 70: Consumer attitudes towards shopping, by household income group, February 2013
                                                                            • Figure 71: Consumer attitudes towards shopping, by city, February 2013
                                                                          • Changing consumer shopping habits manifest differently with each sector of spending
                                                                              • Figure 72: Consumers who feel that once they find a brand they like they tend to stick to it, spending changes by sector, February 2013
                                                                              • Figure 73: Consumers who feel that they shop around from a variety of brands, spending changes by sector, February 2013
                                                                              • Figure 74: Consumers who feel that they prefer to spend money enjoying life rather than gaining status, spending changes by sector, February 2013
                                                                              • Figure 75: Consumers who feel that they consider all available options before deciding what product to buy, spending changes by sector, February 2013
                                                                              • Figure 76: Consumers who feel that they prefer shopping online to having to go to the shops, spending changes by sector, February 2013
                                                                              • Figure 77: Consumers who feel that they like to combine shopping with other leisure activities, spending changes by sector, February 2013
                                                                              • Figure 78: Consumers who feel that they like to try new brands that they see advertised, spending changes by sector, February 2013
                                                                              • Figure 79: Consumers who feel that they like to go shopping to relieve the stress of daily life, spending changes by sector, February 2013
                                                                              • Figure 80: Consumers who feel that they often buy products when attracted by the packaging, spending changes by sector, February 2013
                                                                              • Figure 81: Consumers who feel that they often buy things on the spur of the moment, spending changes by sector, February 2013
                                                                              • Figure 82: Consumers who feel that they buy more private label products instead of name-brand products, spending changes by sector, February 2013
                                                                              • Figure 83: Consumers who don’t feel buying new things makes them any happier, who feel that they buy more private label products instead of name-brand products, spending, February 2013
                                                                            • Credit and debit card usage increasing dramatically
                                                                              • Figure 84: Number of credit and debit cards in circulation, value of card transactions and per capita cards and transactions, 2007-11
                                                                            • Online retailing and transactions growing with consumer confidence
                                                                                • Figure 85: China’s total online retail market and per capita online spending, 2008-12
                                                                              • Private label emerges in China
                                                                                  • Figure 86: Consumer attitudes towards private label in supermarkets/ hypermarkets, April 2012
                                                                                • A growing consumer demand for quality rather than quantity
                                                                                  • Figure 87: Ranking of service attributes of foreign and domestic retailers, April 2012
                                                                                  • Figure 88: Middle class attitudes towards shopping, April 2012
                                                                                • Car ownership is changing how people shop
                                                                                    • Figure 89: Ownership of automobiles Per 100 Urban Households at Year-end, 2005-11
                                                                                  • What it means
                                                                                  • Appendix – Changing Level of Spending Habits

                                                                                      • Figure 90: Changing level of spending habits, February 2013
                                                                                      • Figure 91: Changing level of spending habits on food (in home), by demographics, February 2013
                                                                                      • Figure 92: Changing level of spending habits on eating out, by demographics, February 2013
                                                                                      • Figure 93: Changing level of spending habits on alcoholic drinks (both in home and out of home), by demographics, February 2013
                                                                                      • Figure 94: Changing level of spending habits on non-alcoholic drinks, by demographics, February 2013
                                                                                      • Figure 95: Changing level of spending habits on beauty products and toiletries, by demographics, February 2013
                                                                                      • Figure 96: Changing level of spending habits on pharmaceutical and healthcare products, by demographics, February 2013
                                                                                      • Figure 97: Changing level of spending habits on household care products, by demographics, February 2013
                                                                                      • Figure 98: Changing level of spending habits on home furnishings and fittings, by demographics, February 2013
                                                                                      • Figure 99: Changing level of spending habits on clothing and accessories (including footwear), by demographics, February 2013
                                                                                      • Figure 100: Changing level of spending habits on media, by demographics, February 2013
                                                                                      • Figure 101: Changing level of spending habits on consumer appliances, electronics and communications, by demographics, February 2013
                                                                                      • Figure 102: Changing level of spending habits on holidays, by demographics, February 2013
                                                                                      • Figure 103: Changing level of spending habits on leisure and entertainment services, by demographics, February 2013
                                                                                      • Figure 104: Changing level of spending habits on financial services, by demographics, February 2013
                                                                                  • Appendix – Reasons For Spending More

                                                                                      • Figure 105: Reasons for spending more, February 2013
                                                                                      • Figure 106: Reasons for spending more on food (in home), by demographics, February 2013
                                                                                      • Figure 107: Reasons for spending more on eating out, by demographics, February 2013
                                                                                      • Figure 108: Reasons for spending more on alcoholic drinks (both in home and out of home), by demographics, February 2013
                                                                                      • Figure 109: Reasons for spending more on non-alcoholic drinks, by demographics, February 2013
                                                                                      • Figure 110: Reasons for spending more on beauty products and toiletries, by demographics, February 2013
                                                                                      • Figure 111: Reasons for spending more on pharmaceutical and healthcare products, by demographics, February 2013
                                                                                      • Figure 112: Reasons for spending more on household care products, by demographics, February 2013
                                                                                      • Figure 113: Reasons for spending more on home furnishings and fittings, by demographics, February 2013
                                                                                      • Figure 114: Reasons for spending more on clothing and accessories (including footwear), by demographics, February 2013
                                                                                      • Figure 115: Reasons for spending more on media, by demographics, February 2013
                                                                                      • Figure 116: Reasons for spending more on consumer appliances, electronics and communications, by demographics, February 2013
                                                                                      • Figure 117: Reasons for spending more on holidays, by demographics, February 2013
                                                                                      • Figure 118: Reasons for spending more on leisure and entertainment services, by demographics, February 2013
                                                                                      • Figure 119: Reasons for spending more on financial services, by demographics, February 2013
                                                                                  • Appendix – Reasons For Spending Less

                                                                                      • Figure 120: Reasons for spending less, February 2013
                                                                                  • Appendix – Consumer Shopping Behaviour

                                                                                      • Figure 121: Consumer shopping behaviour, February 2013
                                                                                      • Figure 122: Most popular consumer shopping behaviour, by demographics, February 2013
                                                                                      • Figure 123: Next most popular consumer shopping behaviour, by demographics, February 2013
                                                                                      • Figure 124: Other consumer shopping behaviour, by demographics, February 2013
                                                                                      • Figure 125: Consumer shopping behaviour, by most popular categories that consumers spending more on, February 2013
                                                                                      • Figure 126: Consumer shopping behaviour, by next most popular categories that consumers spending more on, February 2013
                                                                                      • Figure 127: Consumer shopping behaviour, by other categories that consumers spending more on, February 2013
                                                                                      • Figure 128: Consumer shopping behaviour, by most popular categories that consumers spending about the same on, February 2013
                                                                                      • Figure 129: Consumer shopping behaviour, by next most popular categories that consumers spending about the same on, February 2013
                                                                                      • Figure 130: Consumer shopping behaviour, by other categories that consumers spending about the same on, February 2013
                                                                                      • Figure 131: Consumer shopping behaviour, by most popular categories that consumers spending less on, February 2013
                                                                                      • Figure 132: Consumer shopping behaviour, by next most popular categories that consumers spending less on, February 2013
                                                                                      • Figure 133: Consumer shopping behaviour, by other categories that consumers spending less on, February 2013
                                                                                  • Appendix – Changes in Lifestyle Habits

                                                                                      • Figure 134: Changes in lifestyle habits, February 2013
                                                                                      • Figure 135: Most popular changes in lifestyle habits, by demographics, February 2013
                                                                                      • Figure 136: Next most popular changes in lifestyle habits, by demographics, February 2013
                                                                                      • Figure 137: Other changes in lifestyle habits, by demographics, February 2013
                                                                                      • Figure 138: Changes in lifestyle habits, by most popualr categories that consumers spending more on, February 2013
                                                                                      • Figure 139: Changes in lifestyle habits, by next most popualr categories that consumers spending more on, February 2013
                                                                                      • Figure 140: Changes in lifestyle habits, by other categories that consumers spending more on, February 2013
                                                                                      • Figure 141: Changes in lifestyle habits, by most popular categories that consumers spending about the same on, February 2013
                                                                                      • Figure 142: Changes in lifestyle habits, by next most popular categories that consumers spending about the same, February 2013
                                                                                      • Figure 143: Changes in lifestyle habits, by other categories that consumers spending about the same on, February 2013
                                                                                      • Figure 144: Changes in lifestyle habits, by most popular categories that consumers spending less on, February 2013
                                                                                      • Figure 145: Changes in lifestyle habits, by next most popular categories that consumers spending less on, February 2013
                                                                                      • Figure 146: Changes in lifestyle habits, by other categories that consumers spending less on, February 2013
                                                                                  • Appendix – Consumer Attitudes Towards Shopping

                                                                                      • Figure 147: Consumer attitudes towards shopping, February 2013
                                                                                      • Figure 148: Most popular consumer attitudes towards shopping, by demographics, February 2013
                                                                                      • Figure 149: Next most popular consumer attitudes towards shopping, by demographics, February 2013

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                                                                                  Consumer Spending Habits - China - April 2013

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