Mintel Report: 94% Chinese consumers cutting back on salt

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With families in China coming together to feast during the Lunar New Year celebrations next month, new research from market intelligence agency Mintel reveals that Chinese consumers are cutting down on their salt intake amidst rising health concerns.

In a country where most of its regional dishes are heavy on flavour, Mintel says that health is taking the lead over flavour as the majority (94%) of urban Chinese consumers have reduced their salt intake in the last six months.

Among consumers who have cooked in the last six months, efforts taken towards salt reduction include using less salt when cooking (55%), while over a third (37%) are using less Monosodium Glutamate (MSG) as well as soy sauce (36%). In addition, two in five (38%) consumers are reducing their salt intake by consuming less processed food (e.g. instant noodles, sausage, chips).

“Driven by increasing health concerns, Chinese consumers are taking care over their diet and trying to avoid ‘bad’ elements like salt and MSG,” says Crystal A, Food and Drink research analyst, Mintel China Reports. “Although it is likely that majority of consumers don’t exactly know the daily recommended salt intake, it seems that most actually understand the dangers of a high-salt diet and are trying to limit their daily intake.”

She adds that today’s consumers are also more knowledgeable and attentive about product information.

“Brands should look into MSG-free flavour enhancements and leverage them, particularly through their marketing efforts, as consumers become more sensitive towards product information.”

Mintel reveals there is now a growing need for ‘clean labels’ as consumers are now avoiding products that include unhealthy elements such as salt and MSG, together with the much-debated Genetically Modified Organism (GMO).

Crystal concludes: “Consumers’ increasing awareness of their salt and MSG consumption is also affecting how they are using and purchasing the type of seasonings. Today’s consumers are no longer willing to compromise on healthiness for better flavours—and this has made clean labels pivotal in their daily diet.”