How the Chinese consumer market evolved post-pandemic: PwC

There is a rise in the consumption of items for outdoor activities, amongst others.

China’s consumer market post-pandemic has led to an increasing demand in various categories leaning towards outdoor activities, and personalised consumption.

In a report, Nicole Sun, PwC China M&A Advisory Partner, said the easing of restrictions on social and short-distance travel resulted in fueled growth in alcoholic beverages, camping, cycling, outdoor activities, and pet-related consumption.

PwC said camping and outdoor topics remained popular, resulting in the rise of several subcategories such as outdoor apparel, footwear, fishing gear, children’s outdoor products, and items related to cycling.

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The report added that search volume for  “outdoor” on Taobao and Tmall surged by 659% from 2021 to 2023.

“In addition, as the demand for high-quality health care continues to grow, food and beverages targeted towards health and beauty-conscious consumers have gained popularity,” Sun added.

She also said that the “self-delighting” economy continues to rise with consumers seeking “diverse and personalised consumption experiences.”

The report also found that there was a shift in distribution channels from offline to online sales and the rise of online-to-offline commerce.