China’s online Australian food buying frenzy, new Mintel research

Posted by Andrea Hogan on 29th March 2017

Australian and New Zealand food products are popular purchases for online Chinese shoppers confirms new research from Mintel.

According to Mintel, more than one in three Chinese consumers who have brought imported products in the past six months have purchased food products online from Australia or New Zealand.

Chinese online shoppers are also still continuing to turn to Australia or New Zealand for baby food and products. One in three Chinese consumers purchasing overseas goods have brought baby food and products from either Australia or New Zealand.

Alcohol purchases on the rise

Australia and New Zealand alcohol purchases from Chinese shoppers are on the rise with one in five Chinese consumers buying imported goods online now having brought alcohol from Australia.

Laurel Gu, Research Director at Mintel, said due to higher levels of disposable income in China, the country now has some of the world’s biggest spenders.

“Chinese consumers are becoming increasingly sophisticated while remaining influenced by the reputations of source countries,” Gu said.

“We see a lot of growth opportunity for brands in Australia and New Zealand to target Chinese consumers. With Australia and New Zealand both having reputations for their strong focus on natural ingredients, food and drink companies could see great success by tapping into Chinese consumers’ healthy lifestyle, particularly within snacking occasions.”

Where Chinese consumers buy overseas products  

According to Mintel, almost three in four Chinese consumers have brought imported products online from domestic shopping websites in the past six months.

Approximately 56 per cent have purchased imported goods in-store.

“Increasing outbound travel to Australia and New Zealand has resulted in Chinese consumers associating quality, safety and naturalness with the region,” Gu said.

“Because of this, manufacturers from these two countries are now in the sweet spot to capitalise on this interest by targeting Chinese travellers and leveraging their power to help build brand awareness through, for example, word-of-mouth promotion.”


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