中文

Chinese diets have historically been rich in plant foods. However, meat consumption in China has climbed over the past 30 years, accounting for 27% of global meat consumption as of 2021. Animal product consumption will likely increase among Chinese residents as urbanization, wealth, and Westernization increase.

The Chinese government has recently implemented policies to promote a more sustainable food system, carbon neutrality, and health equity. China’s concerns about sustainability and public health suggest that an increase in plant-based foods would be beneficial and aligned with the country’s goals for its food system.

Therefore, for this report, a sample of 1,000 Chinese consumers were surveyed to understand their:

• Openness to purchasing plant-based foods;
• Awareness of the benefits of a plant-based diet; and
• Motivations to incorporate plant-based foods into their diets.

Survey participants had to be primarily responsible for making food choices in their households, as well as open-minded and receptive to trying plant-based foods. Consumers were equally represented from ages 18 to 60 and among the three surveyed cities (Beijing, Shanghai, and Guangzhou). They had monthly household incomes between CNY 15,000 and 40,000 (US $2,000 and $5,500), with the fewest (15%) falling into the highest bracket. Most participants (60%) were female.

Participants’ dietary patterns were represented in the following breakdown:

• 66% were omnivores (consumed animal products, including meat, milk, and eggs)
• 32% were flexitarian (consumed plant-based foods or meals several times each week)
• 1.5% were vegetarian (consumed eggs and milk but not meat)
• 0.9% were vegan (didn’t consume any animal products)

The participants received a questionnaire that contained 15 statements highlighting the benefits of plant-based diets. The statements touched on health, environmental sustainability, animal slaughter, antibiotic resistance, global hunger, and flavor. They were asked to rate their level of agreement with each claim. After rating their levels of agreement, the participants learned that each statement (except for the flavor statement) was backed by academic research. They were then asked to share their willingness to add more plant-based foods to their diets or try a plant-based diet. Finally, participants identified which five statements were most likely to persuade them to try more plant-based foods or a plant-based diet.

On average, participants had a 49% agreement level with the stated benefits of plant-based foods. Participants were most likely to agree with statements about the health benefits of a plant-based diet. In fact, the top four most agreed-upon statements were health-focused claims. For example, 56% of consumers agreed that plant-based diets tend to lower body mass index (BMI) and reduce obesity rates, which lowers rates of heart disease, stroke, high blood pressure, and high cholesterol. At 63%, adults aged 45 to 60 had an even higher agreement level with this statement.

Participants were less convinced of the environmental benefits of a plant-based diet. For example, 49% agreed that plant farming was more efficient in using land, water, resources, and energy than animal agriculture. Even fewer people — only 42% — agreed with the statement about animal agriculture’s responsibility for up to 20% of greenhouse gas emissions.

Despite these educational gaps, 98% of all surveyed consumers were willing or strongly willing to add more plant-based foods to their diets. Flexitarians were most open to increasing their consumption of plant-based foods, with 64% indicating a strong willingness to try more plant-based foods. Participants who fell into the lowest income bracket were most open to adopting a plant-based diet (29%), while respondents in the highest economic bracket were the least willing (16%). Women (59%) were slightly more open to consuming plant-based foods than men (41%). Of the various age groups, older adults (those aged 45 to 60) expressed the strongest willingness to change their diet (27%).

Health-related statements were the most compelling motivation for participants to try more plant-based foods or a plant-based diet. Statements about greenhouse gas emissions, women’s hormonal diseases, and animal slaughter were the least convincing to consumers.

This research has several limitations. While the survey included a large sample size, the participant selection process wasn’t clarified apart from respondents being responsible for making food-buying choices in their households and receptive to plant-based foods. Also, the survey participants resided in three major Chinese cities. Responses didn’t include perspectives of rural Chinese people whose attitudes towards plant-based foods may differ from their urban counterparts. Survey participants were mostly female, a demographic generally more open to plant-based diets than their male peers who (in Western countries) are more likely to associate plant-based diets with decreased masculinity. Finally, respondents’ stated preferences (i.e., their desired or hypothetical behaviors and purchasing habits) may not accurately predict their revealed preferences (i.e., their actual behaviors and purchasing habits).

Based on the survey results, it’s clear that animal advocates who wish to persuade Chinese consumers to switch to more plant-based foods should prioritize arguments focusing on the health benefits of plant-based diets, with flexitarians, older adults, women, and lower-income consumers the most open to plant-based lifestyles. While environmental and animal welfare concerns are critical reasons to go vegan, educating Chinese consumers on these benefits after transitioning to plant-based diets may be more effective. Learning about other positive aspects of plant-based living may renew their commitment to the lifestyle. Advocates should also engage with consumers who are already health conscious as they may be more easily convinced to become plant-based.