PwC’s Voice of the Consumer 2025 Global Survey - China Report: The New Chinese Consumer: Food, Health, Sustainability
December 2025
Our 16th Anniversary of PwC’s Voice of the Consumer Global Survey – China report, presents a comprehensive survey of consumer trends covering the Chinese Mainland and Hong Kong, to reveal the trends shaping the future of the food, health, and sustainability sectors across both markets.
To aid analysis, this year’s report identifies distinct personas of consumers, referred to as ‘the five new faces of Chinese consumer’. These span: the value seeker; the experience-driven gourmet; the eco-sporty wellness advocate; the tech-savvy digital native; and the traditionalist domestic brand supporter.
This year’s findings are a blend of global trends with regional distinctions. The Mainland Chinese, Hong Kong and global respondents engage with GenAI, healthcare apps or wearables, and social media to a remarkably similar degree. However, Chinese consumers prioritise products that offer nutritional benefits, meet diet-specific needs, or that are organic. They also turn their environmental consciousness into action more than their global peers. They actively seek information from different sources on the company’s corporate sustainability credentials. They are also willing to pay a premium for sustainable food. While they embrace products made or produced in China, they are also receptive to quality imported goods.
A successful retail strategy lies in the ability to source new products locally and to co-create innovative products with manufacturers, emphasising environmental considerations.
