While 86% of consumers throughout the US and France consume potato crisps/potato chips, closely followed by 84% of GB consumers, China is at the far end of the scale with only 28% consumption.
This is not simply due to Chinese consumers snacking less overall. Data from China’s TGI (CNRS) show that Chinese consumers snacked on other goods rather than crisps, such as biscuits (66%), candy (64%) and chocolate (44%), in the last year.
Attitudes towards diet and health can also vary between markets. Only 25% of American consumers agree it is worth paying more for organic foods, in contrast to 60% of consumers in China.
And whereas 46% of Chinese consumers agree that they ‘always think of the calories in what I eat’, there was a much lower level of agreement throughout the US of 27%.
However, 39% of consumers in both countries consider their diet to be ‘very healthy’, indicating that people’s perception of what they consider to be a healthy diet is likely to vary across markets. In this case Chinese consumers are much more consistent in their perceptions of healthy eating and what this constitutes.
Potato crisps/potato chips consumption per country:
Source: Global TGI
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