This report looks at the following areas:
This report focuses on female consumer behaviour and attitudes after the pandemic, investigating their attitudes and preferences of daily life activities, social connections and preferences regarding the portrayal of women in advertising.
Key Issues Covered in this Report
- Enjoyable routines and sense of ritual
- Price indexes for different categories
- Celebrity influence on consumption
- Influence and interactions among besties
- Self-improvement priorities
- Impressive and favourable female images in brands’ commercials
- Lifestyle attitudes and concerns.
Expert Analysis from a Lifestyle Specialist
In the context of changes, women are increasingly pursuing real life purposes. Their desire for self-exploration reflects on every aspect of lifestyle attitudes, ranging from sense of aesthetics, interpersonal relationships, to work/life balance considerations.
Gloria Gan
Senior Research Analyst, Lifestyle, China
Collapse All
-
Executive Summary
- Key issues covered in this Report
- The market
- Graph 1: female demographic structure, 2011-22
- The consumer
- Graph 2: enjoyable routines and sense of ritual, 2023
- Graph 3: price indexes for different categories, 2023
- Graph 4: price indexes for different categories (RMB), 2023
- Graph 5: celebrity influence on consumption, 2023
- Graph 6: influence and interactions among besties, 2023
- Graph 7: self-improvement priorities, 2021 vs 2023
- Graph 8: impressive and favourable female images in brands’ commercials, 2023
- Graph 9: lifestyle attitudes and concerns, 2023
- Issues and insights
- What we think
-
The market
- Market factors
- Graph 10: female demographic structure, 2011-22
- Graph 11: trade up potential across different categories, 2023 Q2
- Graph 12: consumption on online paid content, Aug 2020 – Oct 2023
- Graph 13: offline activities trends-Domestic travelling , 2022-23
- Graph 14: mentions of “besties (闺蜜)” on social media channels, February 2023
- Marketing activities
- New product trends
-
The consumer
- Enjoyable routines and sense of ritual
- Graph 15: enjoyable routines and sense of ritual, 2023
- Graph 16: selected enjoyable routines and sense of ritual, by age, 2023
- Graph 17: selected enjoyable routines and sense of ritual, by city tier, 2023
- Price indexes for different categories
- Graph 18: price indexes for different categories (RMB), 2023
- Graph 19: price indexes for different categories, 2023
- Graph 20: price indexes for different categories – spend more than RMB500, by age, 2023
- Graph 21: demographic profile, by different price index for facial essence and headphone, 2023
- Celebrity influence on consumption
- Graph 22: celebrity influence on consumption, 2023
- Graph 23: celebrity influence on consumption, by age, 2023
- Graph 24: selected celebrity influence on consumption, by city tier, 2023
- Influence and interactions among besties
- Graph 25: influence and interactions among besties, 2023
- Graph 26: influence among besties, by age, 2023
- Graph 27: influence and interactions among besties, by city tier, 2023
- Self-improvement priorities
- Graph 28: self-improvement priorities, 2021 vs 2023
- Graph 29: self-improvement priorities, by gender, 2023
- Graph 30: self-improvement priorities – “selected”, by gender and age, 2023
- Impressive and favourable female images in brands’ commercials
- Graph 31: impressive and favourable female images in brands’ commercials, 2023
- Graph 32: selected impressive and favourable female images in brands’ commercials – Make me resonate with that brand’s concept, by first selected self-improvement priorities , 2023
- Graph 33: selected impressive and favourable female images in brands’ commercials – Pandora’s spokesperson Yuxin Liu, along with the brand’s tagline “Follow your heart, continue writing your story”, by spending on facial essence and headphones, 2023
- Lifestyle attitudes and concerns
- Graph 34: lifestyle attitudes and concerns, 2023
- Graph 35: lifestyle attitudes and concerns, 2023
- Graph 36: selected lifestyle attitudes, by age, 2023
- Graph 37: selected lifestyle attitudes, by first selected self-improvement priorities, 2023
- Graph 38: selected concern – “I feel that I am still influenced by traditional female stereotypes”, by spending on facial essence and headphones, 2023
- Graph 39: selected concern – “I feel that I am still influenced by traditional female stereotypes”, by spending on facial essence and headphones, 2023
-
issues and insights
-
Appendix – methodology and abbreviations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
