Current Trends in China’s Food & Beverage Market

Importing foreign foods and beverages into Mainland China has been a rapidly growing business over the past several years. According to Andy An Regional SALES Manager at Goodwell, a reputable food importer in China, imported foreign foods have quadrupled in the last three years. Evidently, foreign consumables are now a booming industry in China, ranging from retail and grocer sales, restaurant and hospitality wholesales, to E-commerce and online platforms (Amazon, Jindong,).

If you have ever considered tapping into such business venture, ECOVIS Beijing are happy to provide services from drafting LEGAL CONTRACTS to obtaining an HS code (Harmonised system- which you will need to surpass custom tariffs), as well as setting up WFOE (Wholly Foreign Owned Enterprise) in China. The foreign F&B market is gaining significant attention for many reasons, such as the Western influence on China in recent years, the accelerating salaries of middle-classed people, health and wellbeing concernment, and so on. Nonetheless, below are a few of the most current trends of foreign food products in China.

 WINE（蒲桃酒）

Rising incomes have led to an increasing demand for wine in the recent years. Even though the market is dominated by domestic companies, they should not be seen as a competition, as they mostly cater to the lower price segment. Also increasing domestic production, gives more people the opportunity to acquire a taste for wine. In China luxury wine is considered a status symbol and while red wine is generally favored, due to its believed health benefits, women tend to prefer white wine. Sparkling wine is particularly popular. Wine sales in the gastronomical sector are expected to see a significant increase in the next years. Chemically modified wines by Chinese suppliers and counterfeit wines with the lack of monitoring measures by the local authorities remain a problem for foreign wine producers

MEAT AND MEAT PRODUCTS（鲜肉和肉类等）

China is a net meat importer, with Brazil, the US and Denmark being the biggest suppliers. More than 60% of the meat consumption is made up of pork and poultry, due to the fact that beef and mutton is no component of the traditional diet along the east cost of China. Today China is the fourth largest beef market after the US, the EU and Brazil. However the amount of beef consumption is expected to grow further, as it is viewed as healthier and of a higher quality and is increasingly consumed by the growing Chinese middle class. The underdeveloped cold chain network, especially in the rural areas in China, remains a challenge for foreign meat exporters.

OLIVE OIL（橄榄油）

Traditional Chinese cooking does not use olive oil, but due to food scandals and increasing awareness of healthier living, the demand for olive oil has seen a huge increase in the past years. China spent $ 184 million on imported olive oil in 2013, which is a 9.3 % increase compared with the previous year. Especially rich Chinese are willing to spend a lot of money to ensure they have a high quality product. It is expected that the demand for olive oil will continue to grow in the next two decades.

SWEETS （甜食）

The Chinese market for sweets still has a large growth potential, especially for foreign producers of chocolate, packaged snacks, and high quality confectionary. Even though sweets are getting more and more popular among younger people with disposable income, health awareness is also increasing in this group. Therefore Chinese customers prefer smaller packages and healthy ingredients such as dark chocolate with a low percentage of fat or sweets with reduced sugar. While foreign companies, especially from the EU, occupy the higher price segment, the lower price segment is dominated by domestic producers.

DAIRY PRODUCTS（奶类和奶品）

According to Bloomingdales, dairy sales in China rose by 30 per cent in 2013, despite major scandals regarding hazardous and chemical products. The controversies, if anything, only strengthened and created larger opportunities for foreign firms in China’s dairy industry, whilst impeding domestic dairy sales. Especially dairy products such as drinking milk, milk powder, cheese yoghurt and butter are increasingly popular. Even though dairy products are not part of the traditional Chinese diet, they are more and more viewed as an important part of a growing child’s diet. Also food scandals and ongoing consumer mistrust towards domestic dairy product helped boosting the demand for foreign products, as they are viewed as safer and of higher quality.

CAFES AND PREMIUM COFFEE OPTIONS（咖啡等）

The rising café culture has also been a valid contributor in the number of surging coffee addicts in China, hence the significant increase in industry revenue. Having entrenched the first and second tier cities, coffee consumers are now leading the trend into third and fourth tier cities. Café giants such as Starbucks and Costa Coffee have taken over demands for coffee among eastern and northern China’s growing middle classed citizens. In absolute terms, China’s coffee industry may be the next billion-dollar industry for foreign companies and investors.

FAST FOODS（快餐）

In addition to large, global conglomerates such as McDonald’s and KFC, pizzas have been earning points for accessibility, variation, and portability to eat. It is also featured in a lot of TV and movies among Chinese media, gaining popularity among many western-minded young people. Though conspicuously originated from Italy, pizzas might be one of the dishes most open to interpretation by Chinese chefs. When ordering such dish in China, be prepared for uncommon toppings: squid, popcore fruits, etc.

BEER (啤酒)

By volume, China has become the world’s largest beer market in the world, but due to its competitiveness it is very difficult for foreign brands, even for international leading companies, to establish themselves against domestic players. The reason behind that are price sensitive costumers and rigorous hygiene and quality controls. To compete with domestic players, foreign companies have built production sites in China and developed brands especially for the Chinese market. Small and medium sized beer companies should focus on special brands with reduced alcohol content. They should also highlight their quality and country of origin to set them apart from the domestic competition.

Chinese people are becoming increasingly “Westernised”（西化使）, whether they are actively willing or by sheer influence. Western and European foods are often considered the pinnacle of quality and health in China in the current generation. And particularly in the view of millennials and families with decent income, it is becoming an increasingly worthy investment to incorporate much Western foods into their traditionally Chinese diet.

	Richard Hoffmann is a Partner at ECOVIS Beijing China. Richard obtained an honor’s degree in law and worked in Germany, America and China for various prestigious law firms prior to joining ECOVIS. He has published more than fifty articles in international magazines, frequently speaks at high profile events in China and abroad and is often invited as a legal expert by international TV. Contact: richard.hoffmann@ecovis.com
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