Drivers and Barriers for Produce Consumption in China

This report explores Chinese consumers’ decision-making process during six key eating occasions and provides insight into how to position produce for increased consideration and consumption during these occasions. Using diverse consumer recruits from across China, this research examines consumers’ unique values and relationship with fruit and vegetables by identifying drivers and barriers for consumption during these six occasions, also called demand spaces.

Chinese family preparing dinner

The six demand spaces examined in this report

  1. Breakfast at home
  2. Lunch at work/school
  3. Lunch at home
  4. Afternoon snack/tea
  5. Dinner at home
  6. Post-dinner snack


This study finds fruit and vegetables playing very distinct roles in the diets of Chinese consumers.

With clear expectations of when and why fruit and vegetables should be used, these consumers assign fruit and vegetables to specific eating occasions, while excluding them from the consideration set for other occasions. Produce has the ability to break through current perceptions. In order to increase produce consumption, we must show consumers how fruit and vegetables can deliver on their stated needs in each occasion.

The insights from this study, part of PMA's series of global consumer studies, can help produce marketers leverage the occasion-based drivers and experiences people are seeking to position produce as more than just a tool for good health.