Shanghai has a population of over 26 million, with consumer trends that have been impacted by the pandemic and a change in demographics. With that shift has come a new trend - pet ownership, which has seen the purchase of cat food up 22 percent.

In an episode of podcast Shanghai Zhan hosts Ali Kazmi and Bryce Whitwam - two experienced marketers living and working in Shanghai - investigate how a growing middle-class is now fueling changes in retail and the online space, including products such as pet food and cheese.

Jason Yu, Managing Director for Greater China at Kantar Worldpanel says this is reflective of longer term trends influenced by the pandemic, adding that pet care has been influenced not only by shifting demographics, but also due to people having less children and wanting the company of pets to alleviate stress.

Cheese is also a growth consumer area - now up 31 percent.

“Some cheese brands have worked hard to educate consumers,” says Yu.

He adds that cheese has previously been bought as ‘a children’s snack’, but today is being used more frequently in cooking, and combined with more traditional ingredients which has helped to expand the market for this product.

Sugar-free carbonated soft drinks are also on the rise in China.

“Coca-Cola was a luxury item that was hard to get in Shanghai,“ says Yu of the impact of supply chain shortages during lock down.

He says the rise of non-sugar varieties are also becoming a trend across ‘all food categories’ as people become more health conscious and want to avoid additional calories.

Listen to the full episode: Big 2023 China Retail Predictions with Kantar’s Jason Yu, Managing Director for Greater China at Kantar Worldpanel on traditional trade and big retail trends versus e-commerce, fast-changing consumer goods, the shift in consumer habits and what’s in store for ‘the next normal.’