- Contents
- *Overview
- What you need to know
- Covered in this Report
- Definition
- Figure 1: Definition of heavy/light/non-users of light meals
What you need to know
With rising health consciousness, consumers are increasingly paying attention to nutritionally balanced diets and restricting sugar and salt intake. Meanwhile, both the World Health Organisation (WHO) and Chinese government have released salt reduction policies. All these developments have created a positive commercial environment for the light meal market.
Mintel’s consumer research shows that Western-style light meals, such as sandwiches and salads, have a high penetration rate in the Chinese market, but heavy users of these meals make up less than half of all consumers in tier one to three cities. To increase consumption frequency, businesses could consider looking for better target consumers, enriching meal components and introducing paring selections to eliminate existing purchase barriers.
Covered in this Report
This Report covers consumers’ attitudes towards light meals and consumption behaviours. “Light meals” here refers to meals that are low in fat and calories, with light flavour, nutritionally balanced, and not overcooked.
