“With more exposure to foreign culinary cultures through outbound travel and social exchanges online, more and more Chinese consumers adopt Western style cooking and baking as a lifestyle choice. While at the same time, presupposition that it is complicated and requires additional appliances prevents many from putting their hands to it. Brands may offer support from a technical perspective such as providing more fusion options and recipes for novices. Moreover, fuelling their enthusiasm by offering more opportunities to communicate with likeminded consumers and celebrate their achievements is equally important, especially for those who have clear purposes of promoting interactions with kids or maintaining health.”

- Cici Wu, Research Analyst

This report will look at the following areas:

Become part of this lifestyle driven experimentation

Extend taste acceptance with fusion style

Seize marketing opportunity of Western festivals