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Mintel has today (26 March) announced the first consumer research report in an in-depth series examining Chinese consumer behaviour. The in-depth report titles will run every month throughout the year, each focusing on a separate FMCG, foodservice, retail and lifestyle sector and will be the only reports on the Chinese market available globally that combine both primary consumer research and detailed market analysis and data.

The launch, following Mintel’s acquisition of Access Asia at the end of 2011, will enable Mintel to build on their extensive market and trend intelligence coverage and global retail expertise to include the Chinese consumer landscape. As a result, Mintel’s research capabilities in China will now incorporate unrivalled expertise into China’s food and non-food consumer products markets, retail and foodservice industries.

Peter Haigh, CEO at Mintel, said:

“Our new series of China reports, will deliver unique insight into the world’s most complex and exciting consumer market, enabling our global client base to understand, evaluate and anticipate the Chinese consumer market place. With Mintel’s 40 years of experience and Access Asia’s long-standing specialist Chinese research, our China Reports give unique insights into China’s consumer products, retail and service industries. As these markets become increasingly competitive, complex and challenging, our clients will find the necessary research and expert opinions to help them succeed.”

In contrast to most traditional research into China, focussing on the affluent eastern regions, Mintel’s reports conduct primary consumer research in tier 1, 2 and 3 cities, enabling a unique regional insight into the Chinese consumer. Clients will also have access to customised saved search functionality and consulting analysis services. As well as being available online, the reports also feature multi-format download options including PDF, DOC, PPT and infographic summaries, perfect for reading on the go via tablets and mobile devices.

Further details about the series are available through the Mintel Store or via contacting Mintel on info@mintel.com