The food expectations of Chinese Millennials are now driven by the research of new experiences
Chinese Millennials Food Behavior. The food expectations of Chinese Millennials, that is to say, those born between the early 1980’s and the early 2000’s, clearly differ from those of the Chinese people born in 1970’s. Since they are born after the liberalization in China in 1978, the “post-80” (born after 1980, also called balinghou八零后in Chinese) and the “post-90” (born after 1990, or jiulinghou九零后in Chinese) are more open-minded than the Chinese of the previous generations. However, there are some significant differences in consumption behavior between the post-80 and the post-90. Indeed, among the Millennials (who are aged from 16 to 36 years old), eating behaviors are less uniform than for previous generations, mainly because of the tremendous Chinese economic growth and the rising Internet penetration within just a few years.
A more diverse social life
The Chinese Millennials’ lifestyle is more varied than one of their parents, especially the one of the “post-90”: they spend less time dining and want to enjoy more diversified social activities such as shopping, watching a movie or going to karaoke. Dining is still a major social activity for Chinese of all generations. However, while most of the post-70 stay between one and two hours in the restaurant, the post-90 rarely spend more than one-hour eating.
Chinese Millennials Food Behavior: Searching for new tastes and food
The tastes are changing too. If more than 60% of the post-70 and the post-80 are still attracted by Chinese food, the post-90 manifest more curiosity regarding food. Like people in the rest of the world, Chinese Millennials eat fast-food and snacks. The latter takes a greater importance in Millennials’ eating habits, compared with the post-80 habits. Two major trends among young people: hot pot (Chinese fondue 火锅) and foreign food.
Ordering online for more convenience
The fast-paced lifestyle of Chinese Millennials impacts their eating habits and fosters the rapid development of the online delivery market. Online delivery services, which are convenient and allow to save time, are seducing the new generation of Chinese people who are now used to ask feedbacks to friends and family before ordering. Nowadays, word-of-mouth exerts the greatest influence on the post-90 habits and is the first factor when choosing a restaurant for around 40% of the respondents. This factor ranks first for only 15 to 20 % of the post-70 and the post-80. For nearly 50% of the interviewees of this age group, the decisive criterion is still the promotions and discounts.