September 30, 2025 – In China, the population is projected to rapidly age over the next decades, with the average age expected to reach the oldest globally. As such, there is a growing need for products and innovations that cross generations and capitalize on opportunities generated from this shift to remain relevant to Chinese consumers in the long run. Thus, the food and beverage industry is evolving, driven by changing consumer preferences, sustainability efforts, and health concerns. Generational differences, such as differing priorities and values, also influence consumer purchasing behavior, and Innova’s 360 consumer report, “Generational Differences in China” delves into these key trends fueling the Chinese food and beverage industry.
Generational Profiles
Gen Z consumers in China can be characterized as having low household income, and 37% say they can’t afford their desired lifestyle. They also face a variety of stressors from relational and financial to work pressures. Moreover, Gen Z in China tend to live in urban areas, so cramped living conditions are another cause of stress. Therefore, Gen Z prioritizes mental health concerns and sleep. Music is an essential outlet they turn to for de-stressing.
Millennials are best positioned to thrive in China’s economy today. They tend to have higher incomes and better educational access. Thus, this group are more likely to splurge selectively on health-forward, premium, or experiential food and beverage offerings while seeking alternatives that help them stretch budgets without compromising on quality. They also are also more likely to crave experiential dining or recipes that present traditional flavors with a twist. Time outdoors is also an important factor to reduce stress for this generation.
Gen X falls into the middle range of household income, and a majority are couples with or without kids. 44% say their financial situation has remained unchanged in the past 12 months, indicating stability. Nevertheless, financial stressors include fear of future finances and a high cost of living. Health is their top stressor, so Gen X looks to healthy eating and exercising as stress-relief methods.
Half of Boomers say they are financially better off than one year ago, while 1 in 5 indicate being worse off, suggesting the need for tiered options that offer affordable essentials to those who need it and premium, experiential products for those willing to splurge. In addition, Boomers are most likely to be stressed by finances, health, or politics. Thus, they prioritize healthy eating to reduce stress.
Megatrends & Consumer Trends
Consumers across generations are influenced by megatrends, such as demographic shifts, economic pressures, and health concerns. For all generations, prioritizing healthy eating and eco-conscious choices are important and drive behaviors like eating less meat or tracking their fitness levels. For young and elder Chinese consumers, local products and well-known brands are preferred, and they also share common interests in wanting to follow viral trends or trying new foods. However, these are impacted by Boomers’ concerns about diagnosed diseases and restricting bad ingredients. Conversely, younger Chinese consumers prefer fresh, nutritious, and natural products that offer novel taste experiences, while also paying mind to weight considerations.
Consumer Health & Wellbeing Trends
Across generations, healthy aging is vital to Chinese consumers. While Boomers are already focused on managing their existing health conditions, Gen Z and millennials are increasingly viewing aging as an important topic, since visible signs of aging and health conditions may be appearing for the first time in their lives. Therefore, younger generations tend to be proactive when it comes to healthy aging, while older consumers in China already feel self-sufficient about their health and wellbeing.
Younger generations are increasingly concerned about multi-dimensional health stressors than older generations, with mental, emotional, physical, and social health being primary concerns. Innova’s consumer trends research indicates that nearly 35% of Gen Z in China are extremely or very concerned about mental and emotional health. Gen Z is most likely to struggle from stress, self-esteem, and sadness. Sleep, irritability, fatigue, and anxiety are also key concerns they are likely to cite.
Physical health concerns are also varied. Gen Z and Millennials share concerns about weight, skin, energy, and digestion, while older Chinese consumers are concerned with diagnosed or chronic issues. As a result, plant-based proteins for joint and bone health or cholesterol- lowering drinks highlight potential opportunities for supporting disease management through everyday meals.
Sustainability & Technology Trends
Across generations, concern for the environment is a major consideration to consumers when making purchasing decisions. Over 80% of Generation X consider environmental impact when making purchasing decisions, with most other generations also being eco-conscious. Impact on the planet is one of the top three motives for all generations to follow a plant-based diet.
In addition, older consumers in China are more open to consuming food that was produced with new technologies, as they may consider newer technology as enabling better nutrition. All generations are utilizing technology as tools for fitness tracking or for managing their diets. Viral food and beverage trends on social media are influencing over half of Chinese consumers, with millennials leading the way.
What’s Next in Gen Z, Millennials, Gen X, and Boomers Trends in China?
As sustainability is an important value for Chinese consumers regardless of generation, increasing mentions of eco-friendly features, especially to older generations will be an important opportunity for brands. Additionally, offering balanced nutritional options for consumers per age group will be vital to providing boosts for young generations and reducing negative aging elements for elders. Due to the difference in incomes and financial stability, more value offerings and store brand options targeting the different generations can also help consumers like Gen Z with tighter budgets. Finally, as both young and old consumers are increasingly looking to technology, there can be a greater focus on messaging delivered through social media and other technologies.
This article is based on Innova’s Generational Differences in China report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more