Abstract:

This paper examines the growth of FMCG food products like milk and fruit juices that have perceived health benefits to consumers and investigates the growing trend of these products in mainland China to determine whether Chinese consumers are health conscious and to identify opportunities for manufacturers as a result of this trend. Although the paper focuses on mainland China, comparisons will also be made with other Asian regions to determine whether China is following its more developed neighbours or if it is in fact setting the trend.