Consumer attitudes in China “polarised” as restaurants reopen: report
Those who have been going out have done so multiple times.
Consumer attitudes in China have been “polarised” since the lockdown, with an almost exact split between those who have been out and those that have not, new research from UK-based CGA has revealed.
Speaking to 2,000 consumers from China’s bar and restaurant markets in Beijing, Shanghai, Chengdu and Wuhan between May 7-11, the study revealed that 48% of consumers have been back out to eat and drink, with a majority having done so multiple times.
“This even split in a market in which eating and drinking out was a previously fundamental part of daily life, highlights the apprehensive nature of consumers to go out again, as well as the precautions required to persuade consumers back into the out of home market,” said Phil Tate, CGA’s Global CEO.
As with other markets, consumers are said to be more confident about visiting eating out establishments, feeling most comfortable in visiting mainstream and fine dining restaurants, followed by cafes and fast food outlets. At the other end of the scale, nightclubs and leisure venues rank as the outlets that consumers feel least confident about visiting.
Two thirds of those yet to go out said they are not planning to do in the next month, with the risks of secondary and tertiary waves front of mind.
In all, 60% of consumers said that some, or all, of the venues that they would typically visit had reopened post-lockdown, only to have to close again.
CGA said the research delivers insight into how outlets and suppliers may need to shift strategy to adapt to new circumstances, including changes in drinking habits, the choice of where to visit and the impact on disposable income.
“With so many variables and unknown factors in markets yet to fully re-open, navigating a path to recovery and building a strategy is an undoubted challenge. However, understanding a consumer perspective from an advanced market provides a glimpse into the future and allows for insight into how target consumers will react and, therefore how strategies can be tweaked for success,” Tate added.
