Healthy food choices are becoming an increasingly important priority for Chinese consumers. Understanding evolving consumer preferences is key to helping the industry make healthier choices more accessible.

At the 2026 CGF China Day in Shanghai, KPMG China and The Consumer Goods Forum (CGF) China jointly released the chinese-language Guidance on the future of health food consumption in China. Against a backdrop of growing food security concerns and public health challenges, the report explores China’s evolving consumer landscape as health literacy continues to improve.

The guide segments consumers into three distinct groups, examining their willingness to pay, label-reading habits, health priorities and purchasing channels. Its findings reveal an “online-led, offline-complementary” market structure for healthy food, offering insights into how businesses can better respond to changing consumer needs.

The guide also presents a practical, multidimensional framework to support more informed food choices. It highlights healthier consumption as a long-term strategic business opportunity and calls for greater cooperation between retailers and manufacturers to promote transparent nutrition information and consumer education. These efforts can help make healthier food choices more accessible to all while supporting sustainable growth across the consumer goods sector.