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CHINESE MILLENNIALS HAVE TRANSFORMED THE FOOD INDUSTRY BY ADOPTING NEW CONSUMPTION PATTERNS AND DIVERGING FROM THEIR OLDER GENERATIONS’ LIFESTYLE.
DINING
SOCIAL ACTIVITY COMPARISON
THEY GIVE MORE IMPORTANCE TO
NON-DINING SOCIAL ACTIVITIES:
THEY SPEND LESS TIME DINING
MORE DIVERSE DEMAND IN TERM OF TASTE AND TYPE OF DISHES:
FAST FOOD, WESTERN DISHES, BARBECUE AND HOT POT ARE TRENDING
FOOD PREFERENCES COMPARISON
TRADITIONAL CHINESE FAST FOOD HOT POT FOREIGN DISHES BARBECUE AND SNACKS
0% 20% 40% 60% 80%
70S
80S
90S
INFLUENCE FACTOR OF CHOOSING A RESTAURANT
0% 10% 20% 30% 40% 50%
70S
80S
90S
WORD-OF-MOUTH CRUCIAL FOR MILLENIALS EATING CHOICES:
WHILE THE MONEY-SAVING WAS THE MAIN REASON TO CHOSE A
RESTAURANT, THE 90S ARE MUCH MORE LOOKING FOR A GOOD
EXPERIENCE AND THEN RELYING ON COUNTERPARTS FEEDBACKS,
INCLUDING ONLINE REVIEWS.
I HEARD THE TASTE IS VERY GOOD
IT HAS GROUPON/OTHER PROMOTIONS
IT USUALLY HAVE LONG QUEUE
THE EATING ENVIRONMENT IS VERY NICE
THE DECORATION IS FASHIONABLE
THE SERVICE IS GOOD
19901980
ALTOGETHER DINING IS STILL A VERY IMPORTANT SOCIAL EVENT FOR
90S, BUT THEY ALSO WANT MORE DIVERSIFIED SOCIAL LIFE, WHICH
ALSO REQUIRE TIME, SO…
The food Expectations of Chinese Millennials are Now Driven By the Research of New Experiences
POST
1970S
POST
1980S
POST
1990S
WATCH A MOVIE
GO SHOPPING
KARAOKE
LESS THAN ONE HOUR
TIME SPENT DINING IN A RESTAURANT
MILLENNIALS ARE. . .
POST
1970S
POST
1980S
POST
1990S
MORE THAN ONE HOUR
MORE THAN TWO HOURS
1990
1980
