China’s dynamic food and beverage (F&B) market is one of the most lucrative and fast-evolving in the world. With a growing middle class, increasing demand for premium and international products, and a rapidly developing retail and digital landscape, it presents enormous opportunities for global F&B brands. However, entering this market also comes with unique challenges.

Asia Manna’s Resource Hub presents this quick guide to support F&B brands in navigating a successful expansion into China.

Above: Xu Sitao, Chief Economist of Deloitte China, talks about internal and external pressures on China’s economy, from price wars & deflation, to the trade tensions with the US. He says he expects China’s economy to grow 4.8% this year.

Why China?

China is the world’s largest consumer market by population and the second largest by spending. In 2023, China’s F&B market was valued at over USD 900 billion and is projected to keep growing as consumers seek diverse, high-quality, and healthier food options.

Rising disposable incomes and urbanization have driven demand for imported goods, creating opportunities for international brands to establish a strong presence.

Understand Local Preferences and Trends

Chinese consumers have increasingly sophisticated tastes and prioritize health, freshness, convenience, and novelty. Some notable trends include:

• Functional foods & beverages: Products that boost immunity, improve digestion, or offer other health benefits are highly sought after.

• Plant-based and sustainable products: Driven by younger consumers’ focus on sustainability and wellness.

• Premium and niche offerings: Artisanal, authentic, and high-end products often command higher value.

Above: The webinar by EU SME Centre covers three key areas that are crucial for SMEs looking to do business in China: the commercial channels available to SMEs, how to be in compliance with Chinese regulation, and how to protect intellectual property rights (IPR).

Trade shows are the fastest way to connect with international buyers, discover new markets, and build powerful partnerships face-to-face. Don’t miss your chance to showcase your products to the world and open doors to exciting overseas opportunities.

👉 What’s more, special overseas market expansion grants are available to help your business maximise your ROI – chat with our consultants to learn more!