The consumer market in China is changing fast in response to emerging technologies such as AI, which bear an influence on brand and packaging strategies, according to researcher Mintel.
Social stress, traditional Chinese philosophy, and self-expression are also set to shape the market, creating opportunities for packaging manufacturers and brands to tap into growing demand.
Mintel’s five key consumer trends in China are:
1. Machine learning and AI. Consumers will embrace machine learning and artificial intelligence – as long as it makes their lives easier and they are permitted to opt-in or opt-out.
2. Social stress. Young consumers will be actively looking for ways to deal with the social stress they experience on a daily basis through playful and novel interactions.
3. Going traditional. Brands that tap into traditional native Chinese philosophy, remedies and forms of exercise in product formulation and marketing messages will find success.
4. Self-expression. Consumers will be more engaged with brands that offer products and services that allow them to enhance who they really are, and experiment and express themselves however they choose.
5. Mobile or bust. Consumers will look negatively on brands that do not offer mobile alternatives and will view them as not forward-thinking and disinterested in maintaining customer support.
'Mintropolitans' appreciate AI
Delon Wang, manager of trends in Asia Pacific with Mintel, says consumers are gaining exposure to different uses for machine learning and are beginning to have positive experiences with the technology.
According to Mintel research, 46 per cent of Chinese Mintropolitans (China's new middle class as defined by Mintel) aged 20-49 are interested in learning about their household habits, suggesting they appreciate the power of technology in monitoring, analysing and reporting.
“Such technology is able to learn about an individual’s unique personality and preferences in order to create customised experiences,” explains Wang.
“Consumers will generally prefer opt-in choices and are likely to embrace machine learning if it makes their lives easier. As the desire for a seamless lifestyle becomes universal, we will see more aspects of life being incorporated with machine learning capabilities. Supporting consumers desire for individuality and autonomy, we will see more personalised services and products available through AI and machine learning in the months and years to come,” adds Wang.
