Fresh food in China registered steady volume growth in 2025 amid rising health awareness and the growing fears surrounding ultra-processed foods. Economic uncertainty shaped purchasing decisions, with price sensitive shoppers trading down to more affordable lines, including local and seasonal options. Meanwhile, the overarching theme of convenience is evident through new formats addressing the complex needs of modern urban lifestyles.

As an affordable staple food in Chinese food culture, eggs saw relatively stable sales in 2025. Eggs are considered a natural food that is high in nutritional value and protein, qualities that have supported sales amid the growing backlash against ultra-processed foods.

Fruits witnessed strong volume and value growth over 2025, with sales rising in both retail and foodservice channels. Healthier diets are driving sales of fruits overall, whilst price sensitivity has resulted in more savvy purchasing decisions, with a shift towards seasonal and affordable fruits, such as apples and pears.

Nuts have become an integral part of Chinese snacking culture due to their nutritional benefits and a shift away from ultra-processed snacks. Brands and retailers have created appealing snack-sized portions to tempt consumers and deliver convenient formats for daily consumption. Affordable choices like peanuts are the most popular options as they have multiple uses in recipes, as well as making an ideal snack.

Pulses are gaining popularity for their high nutritional quality and importance in flexitarian diets. As a key source of plant-based protein, pulses are being embraced as part of healthier lifestyles, with the economical price point only adding to the appeal.

Despite supply disruptions and rising prices, demand for vegetables remained stable in China over 2025. Foodservice and retail sales both increased as consumers shift away from ultra-processed foods towards natural and simple foods. Savvy shopping behaviour was evident in 2025, with consumers drawn to local and seasonal produce that is more affordable than out of season or imported vegetables.

Health ideals are shifting in China, encouraging consumers to add more fish and seafood into their diets, as part of a general rise in the consumption of fresh and natural ingredients. The rising prominence of dining out is also encouraging consumption.

Falling consumption of pork, the most widely consumed meat in China, is curbing overall retail volume sales in the meat category. Structural shifts towards dining out more and cooking less at home is also evident in meat consumption, with foodservice sales rising ahead of the retail channel. Purchasing behavior is not only shaped by price, but also health, quality and convenience factors.

Chinese consumers are diversifying their staple food choices, with the nutritional benefits of starchy roots driving an uptick in sales over 2025. Competition from staple foods is evident, encouraging players to enhance value with convenient snack-packs of dried and roasted sweet potatoes, among other solutions.

Rising health concerns have curbed traditional sugar consumption in China, although natural lines are gaining appeal, such as honey and maple syrup. Fear of ultra-processed food is posing a challenge for category players as households seek to reduce sugar purchases.

Asian speciality drinks in China is under increasing pressure from competing substitutes offering more innovative soft drinks. Often considered outdated, these drinks are losing ground in an increasingly competitive landscape, resulting in limited growth opportunities.

Carbonates is underdoing structural change in the Chinese market as consumption decreases and consumers shift to reduced-sugar RTD teas, which is considered a healthier option. Global brands face an increasingly competitive landscape as domestic brands seek to take a larger share of this major category.

Soft drinks in China maintained a steady growth trajectory in 2025. Over the past year, retail prices of soft drinks have seen a moderate increase, with value growth outpacing volume growth across most categories. A key driver shaping the market is the rising health consciousness among Chinese consumers, particularly regarding sugar content. To this end, low-sugar and sugar-free formulations have become significant factors influencing purchasing decisions.

Concentrates in China registered solid growth in 2025, driven by the rising popularity of coffee concentrates. With coffee culture gaining traction in China, consumers are drawn to the quality and convenience of these products. Luckin Coffee uses 100% Arabica beans and cold-brew processes, appealing to quality-conscious consumers.

Bottled water consumption is on the rise in China where consumers are drawn to its health properties. Retail volume and value sales rose steadily over 2025, supported by product developments and broader usage occasions. Consumers have wider access to bottled water with vending machines seeing dynamic growth as technologies advance.

The rising coffee culture in China has underpinned sales of RTD coffee, with healthier options providing attractive. The category has benefitted from regular product innovation and diversity in terms of flavours, from international and domestic brands.

RTD tea is showing notable growth as Chinese consumers look for healthier alternatives to traditional soft drinks. Reduced sugar variants are proving extremely popular led by Oriental Leaf from Nongfu Spring Co Ltd. Flavour innovations and different tea varieties are driving sales and encouraging premiumisation.

Strong volume growth is visible in energy drinks as the range of consumption occasions expands in China. Leading brand Eastroc Super Drink has been pivotal to retail volume growth in 2025, offering competitive pricing and larger packaging formats. Reduced-sugar variants are now making their mark in the category, as players respond to broader health trends.

Consumption of traditional juice drinks containing high levels of sugar is challenged by the healthier mindset of most Chinese consumers. The shift towards simpler and more natural juice is well underway, prompting stronger demand for 100% fruit juice, NFC (Not from Concentrate) juices, and coconut/plant waters, which typically command a higher price.

China is embracing sports drinks as part of a stronger focus on living healthy and active lifestyles. The entrance of Shenzhen Eastroc Beverage Co Ltd with its Eastroc Hydrating Water in 2023, has boosted category sales with the brand securing a strong lead over 2025. Reduced-sugar sports drinks are driving sales, with the zero-sugar Alienergy brand making its mark in this category.

Baked goods is seeing growth constrained by consumer budget consciousness and maturity in major urban centres. However, there remains significant room for expansion in lower-tier cities, while the health and wellness trend offers potential to shift demand upmarket. Nonetheless, private label products continue to dominate sales.

Breakfast cereals is seeing demand shaped by the rise in consumer health awareness, which is boosting sales of hot cereals, but having a negative impact in areas such as muesli and granola. Hot cereals is managing to appeal across demographics, meeting the nutritional needs of the growing number of older consumers, while also attracting increasingly health conscious younger generations. In the midst of ever busier modern lifestyles, convenience also continues to play a key role in demand for bre

Retail sales of rice, pasta and noodles are being dampened by the increasing interest in foodservice delivery services amongst ever busier modern urban consumers. Facing this challenge and the rise of the private label segment, there is growing pressure on brand manufacturers to develop innovative products offering novel flavours and health benefits.

Processed fruit and vegetables is seeing demand fall due to the normalisation of sales following a surge during the COVID-19 crisis and a shift towards fresh produce amongst health conscious consumers. Concerns about artificial additives and low nutritional value pose an ongoing threat to the development of categories such as shelf stable fruit and vegetables.