Miaozhen Academy of Marketing Sciences: 2023 Chinese-style Consumer Eating and Drinking Observation Report

Chinese consumers are constantly changing their attitudes and behaviors, with a greater focus on health and quality, food experience and the environment, a preference for mobile payments, social media influences, a decrease in brand loyalty, a willingness to try international cuisines, and a focus on ethical values. These changes present both challenges and opportunities for F&B businesses and food brands.

New Humanity

(1) Metaphysics and science have become the new favorites of social networking;

(2) the coexistence of the loneliness economy and the outdoor trend;

(3) retro nostalgia and future expectations;

(4) Exquisite living goes hand in hand with frugal living;

(5) Diversified emotional self-expression.

New marketing trends

(6) IP-based marketing, to be the most familiar to consumers with "people, goods, and places";

(7) The official end of the city, creating a phenomenal hot discussion city;

(8) Starting from taste and texture, create a three-dimensional food sensory experience.

New applications

(9) AI revolutionizes the whole marketing link of the food and beverage industry;

(10) Touch consumers with circle thinking.

Source: Miaozhen Academy of Marketing Sciences

Full report: 100 pages

The report reads in part: