According to Kantar TNS, 45% of Chinese consumers relish the opportunity to develop new tastes, compared to 34% in 2012.
In its new “Food & Beverage China” study, the market research agency also found that 51% of the 7,700 consumers it surveyed across more than 30 Chinese cities were more willing than before to pay a premium for groceries with add-on benefits.
In addition, 65% of Millennial consumers said that they ate primarily according to their mood—a ratio much higher than that of consumers who were born in the Seventies and Eighties.
The results show that views of younger Chinese shoppers match a broad swath of opinion that believes the Chinese market is open to discovering new—and international—tastes as they become wealthier and more discerning.
They also suggests that consumers are becoming less likely to buy the same products each week, instead choosing to sample a range of options.
"As consumers are getting more segmented, the nuances in consumer needs are providing marketers with unlimited challenges and opportunities in terms of product innovation,” said Deepender Rana, chief executive of Kantar TNS China.