China’s Consumers Shift From Discounts to Quality as Confidence Improves, Survey Finds
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Chinese consumers are feeling more financially secure and increasingly willing to spend, with a recent NielsenIQ survey indicating a clear shift away from deep discounts toward prioritizing product quality, safety, and health.
Presenting survey data at the 114th China Food & Drinks Fair, NielsenIQ China Chief Operating Officer Luo Qi noted that 41% of consumers in China surveyed in July 2025 felt their financial situation had improved from the previous year, up from 34% in July 2024. The proportion of those feeling financially worse off dipped slightly to 23%.
Consequently, 60% of respondents expressed a greater willingness to spend, compared to 53% a year earlier.
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- Chinese consumer financial optimism rose in 2025, with 41% feeling better off, up from 34% in 2024, and 60% expressing more willingness to spend.
- Consumers now prioritize product quality, safety (81%), and health (77%) over discounts, while online fast-moving consumer goods sales grew 12.1%, offsetting a 2.1% drop in offline stores.
- Willingness to spend varies by age group, and mobility plus inbound tourism are reshaping consumption patterns and retail strategies.
- NielsenIQ
- NielsenIQ, or 尼尔森IQ, is a company that conducts surveys and provides data insights. Their recent survey in July 2025 indicated that Chinese consumers feel more financially secure and are increasingly prioritizing product quality, safety, and health over deep discounts. Luo Qi, NielsenIQ China Chief Operating Officer, presented this data, highlighting shifts in consumer spending habits and retail dynamics in China.
- COFCO Nutrition and Health Research Institute
- The COFCO Nutrition and Health Research Institute's director of consumer and market research center, Bian Qi, noted that young people moving to lower-tier cities from top-tier municipalities are influencing new retail formats with their cultural and experiential consumption preferences.
- 2024：
- 31% of consumers reported they would buy a brand simply because it is on sale.
- July 2024：
- 34% of Chinese consumers felt their financial situation had improved from the previous year according to the NielsenIQ survey.
- 2025：
- 53% of Chinese consumers expressed a greater willingness to spend compared to previous years.
- 2025：
- The proportion of shoppers relying on e-commerce platforms solely for better prices was 30%.
- 2025：
- Total sales for fast-moving consumer goods grew 3.6%.
- 2025：
- Online sales surged 12.1%, offsetting a 2.1% decline in physical store sales.
- 2025：
- Experience-oriented categories such as personal care expanded, with a 10.7% jump in personal care.
- July 2025：
- 41% of Chinese consumers felt their financial situation had improved from the previous year according to the NielsenIQ survey.
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