“With the pandemic’s impact, lower tier city consumers are becoming more rational and sophisticated about eating and diet. They look for products and content that cater to their own flavour preferences and that resonate with what they believe in. They trust their own judgement and recommendations from trustworthy channels over those labelled as ‘professionals’ or ‘internet celebrities’. Meanwhile, consumers’ pursuit of health has been continuously influencing their choices. It has become important to look for ‘lighter’ food products with nutrients that target precise needs. Brands can attract lower tier city consumers through interesting content or methods that can enhance the ‘sense of value’ from consumption. It is also crucial for brands to specify products or services’ usage occasions and functional positions, targeting the pain points of consumers with segmented demands.”
– Frank Zhang, Research Analyst
Key issues covered in this Report
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