According to a recent survey, more than 90% of respondents plan to buy New Year’s goods this year, with most budgeting 501-2000 CNY. The survey also found that “buying health” has become the primary trend in purchasing New Year’s goods and giving gifts. Respondents listed nutrition, health care products, and traditional New Year goods such as snacks, nuts, drinks, fresh fruits, and meat as their top choices.
Consumers are paying more attention to the health factors of these products, such as whether they are purely natural, non-additive, sugar-free or low-sugar, non-fried, or zero fat and zero calories. The ongoing pandemic has accelerated consumers’ health awareness, and demand for nutrition and health preservation has also gradually increased.
Quality Remains a Priority
Quality remains a core consumer demand, and many choose to buy goods both online and offline. Online e-commerce platforms (mainly Taobao, JD, Douyin, and Pinduoduo), instant retail platforms (Meituan), and community group buying (WeChat) have become the main purchase channels for New Year’s goods. Businesses should pay closer attention to the future development of online markets. Product quality, price, healthiness, and convenience are the main factors that affect consumers’ purchasing decisions.
Pre-prepared Meals Emerge as a Popular Choice for New Year’s Eve Dinner
Pre-prepared dishes have also become a new favorite for New Year’s Eve dinner, with 26.91% of surveyed users choosing to buy them. Offline supermarkets and online platforms have seen a sharp increase in orders for pre-prepared dishes. China’s pre-prepared dishes market reached 419.6 billion CNY in 2022, up 21.3% year on year, and is expected to continue strong growth.
Zodiac and China-Chic Elements Drive Popularity in New Year Product Trends
The recent survey data indicates that most respondents intend to purchase “Spring Festival Exclusive” New Year products, with a preference for those featuring traditional Chinese elements, China-Chic style, and Chinese zodiac elements. These products, which incorporate China-Chic and Zodiac elements, have seen a significant price increase. Despite this, most respondents are willing to pay more for these exclusive products because they see them as conveying New Year’s wishes.