Ever-increasing disposable income and strong optimism about future changes is encouraging Chinese consumers to spend more in almost every sector of life – from everyday staples to discretionary items and activities.

In order to predict future consumer trends, Mintel identified a group of consumers called ‘Mintropolitans’ who not only have high spending potential but are also more sophisticated in terms of knowledge and experience (see Meet the Mintropolitans for a detailed definition). There is clear evidence that Mintropolitans are striving for a higher quality of living, reflected in their growing pursuit of new and exciting experiences, products that are of better quality and brands that reflect their individuality, and essentially, a healthy and balanced lifestyle.

This Report looks into the differences between Mintropolitans and other consumers to uncover the ultimate goals in their evolving lifestyles and highlight the more advanced needs and criteria they have developed when choosing brands and products/services, with a special focus on the food/beverages and beauty/personal care categories.

The Report helps brands attract the growing number of affluent Chinese consumers and find ways to strengthen the relationship with users to drive loyalty. Given that Mintropolitans are future trendsetters, it also helps brands see where the majority of the public are moving towards in their formation of future strategies.