A group of researchers and food experts from New Zealand will conduct a study on Chinese eating patterns. The study aims to develop food that will be profitable in the market.
Research leader Roger Harker said that the study will focus on food that is scientifically proven to be beneficial as more Chinese are being health conscious.
The research will cover four aspects of consumer behavior. One aspect is the importance of health and wellness to Chinese consumers. Another is the role of social media and other factors in influencing buying behavior.
The researchers will also study how to convert intentions to lead a healthy lifestyle into actions and the profile of the consumer of healthy food from New Zeland.
Harker said, "By building a better understanding of the kinds of products that appeal to the consumer, as well as how they make their purchasing decisions, we can support the development of products in this space that will be viewed as more acceptable in these markets."
He added, "The role of social media and online purchasing of food is becoming part of everyday life for younger Chinese consumers. Successful companies are trusted and experts at listening and communicating with consumers via these networks--we need to constantly improve our ability to gather consumer insights from this online community."
However, a study by the U.S. National Institutes of Health's National Library of Medicine in 2014 stated that more Chinese are taking food that is high in salt and fat, and a decline in consumption of whole grains.
The research stated, "Macronutrient composition has shifted toward fats, and protein and sodium intakes remain high and potassium intake low. The rapid decline in intake of coarse grains and, later, of refined grains and increases in intake of edible oils and animal-source foods accompanied by major eating and cooking behavior shifts are leading to what might be characterized as an unhealthy."