China has had one of the world’s most rapidly developing economies for at least
the past two decades. Population growth, combined with economic growth and rapid
urbanization, has increased food demand as well as changed the composition of food
consumed. Typically, direct per capita consumption of food grains has declined
considerably, whereas the per capita consumption of animal products such as red meats,
poultry, eggs, aquatic products, and dairy products has increased dramatically.
Considering that China has over one-fifth of the world’s consumers and an economy
growing at 9-10% annually, this country’s changing food consumption patterns have the
potential to significantly impact the global magnitude and pattern of demand for food.
Research is therefore needed to offer a better understanding of China’s food buyer
preferences and the future potential for food marketing in China