Mintel Reports China

Over the past decade, China’s consumer market has undergone profound structural evolution. These changes have been driven not only by macroeconomic cycles but also by shifts in demographics, technological development, and lifestyle transformation: the middle class continues to expand while becoming increasingly segmented; lower-tier markets have emerged as new battlegrounds for growth; consumption channels have shifted from traditional shelves to content- and scenario-driven experiences; and consumers now seek not only value for money and functional benefits but also emotional resonance and cultural expression. An increasing number of categories and brands are being redefined.

From who is consuming, why they consume, and how they are reached to the logic behind their choices, the underlying dynamics of the market are being reconstructed.

In this environment, brands must not only see the signals of change, but also understand the forces driving these trends, and most importantly, learn from cross-category and cross-market success stories. Only by grasping consumers’ long-term core needs, evolving lifestyles, and shifting values can brands build sustainable innovation paths and competitive moats beyond short-term tactics.

At Mintel, we believe that truly sustainable innovation is not the result of sudden inspiration, but of long-term practice grounded in structural observation, data-driven insights, and methodological depth.