Three out of four Chinese shoppers select foods in the supermarket for health reasons, according to a new report examining the health food sector in China.
The report also finds that Shanghai residents are the most health conscious, while Beijing shoppers are less so, and those from Guangzhou are the least likely to select foods for nutrition purposes.
The report, 'HealthFocus China 2002 Trend Report', is published by US research company HealthFocus International, and is aimed at marketers targeting Chinese consumers.
Covering the segments that make up the Chinesemarket, the report also suggests effective approaches for positioning products andcommunications using HealthFocus' Benefit Platforms.
Other contents include drivers of healthy eating, product consumption, package labelling, demographics and food processing issues.