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CONSUMERSBRANDS

Targetaudience:Pescetariansin

ChinConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered

’’Pescetarian(noteatingmeat,buteatingfish)’’tothemulti-pickquestion’’Doyoufollowoneormoreofthefollowingnutritionrules?’’.

ThereportoffersthereaderacomprehensiveoverviewofpescetariansinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkpescetariansinChina(’’targetaudience’’)againsttheaverageChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

?12,000+forcountrieswiththeextendedsurvey(includingChina)

?2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

?ContinuousfromJanuarytoDecember

?Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

PescetariansinChina

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Pescetarianstendtobeolder,7%areBabyBoomers.

51%ofpescetariansaremale.

39%ofpescetarianshavealowannualhouseholdincome.

9%ofpescetariansliveinamedium-sizedtown.

Safetyhaslessimportancetopescetarians