Between 2014 and 2024, annual per capita consumption of fresh fruit in China rose from 38.9 kg to 61.6 kg, an increase of nearly 60% over ten years (National Bureau of Statistics of China 国家数据). Several factors explain this growth. First, increased awareness of the importance of a healthy diet—driven by the rise of the urban middle class and the government’s Healthy China 2030 campaign (launched in 2013)—has encouraged consumers to incorporate more fruit into their daily diets. Furthermore, the diversification of distribution channels (wholesale markets, e-commerce, and rapid delivery services) has significantly improved access to fruit. Finally, the expansion of domestic production has increased supply, offering a wider variety of fruits at more affordable prices, thereby helping to boost overall consumption.

Which fruits do Chinese consumers prefer?

Traditional fruits (apples, citrus fruits, pears) still hold a significant market share, although their proportion is gradually declining. Conversely, rarer or more innovative fruits are gaining popularity, particularly those rich in antioxidants, such as blueberries and blackcurrants. Certain fruits of foreign origin, now grown in China, are seeing their prices drop and are shifting from a high-end positioning to a more common consumer product, much like blueberries, which have become more widely available in recent years. At the same time, lightly processed fruits (cut fruits, fresh juices, fruit salads) are experiencing significant growth, in response to the fast-paced lifestyles of urban consumers.

Occasions and Habits of Fruit Consumption in China

Fruit consumption is now part of many moments in daily life. Fruits have become a common part of the diet, eaten for breakfast, as a snack, or after meals. Health remains a key driver of fruit consumption: fruits are consumed as a nutritional supplement to support one’s health. For working professionals, convenient formats (cut or processed fruit) are preferred, particularly at work or while on the go. Fruit can also be given as gifts, in the form of gift boxes during holidays and receptions, although this practice is declining today (to learn more about traditions and key dates on the calendar, see the article “Traditional and Commercial Holidays in China”). Finally, during family meals or gatherings, they are often presented in assortments to share.

Food Distribution in China: Segmented and Rapidly Evolving Channels

Distribution in China: Segmented and Rapidly Evolving Channels

In China, fruit distribution channels are highly segmented according to uses and consumer profiles. Modern mass retail is the main channel, with supermarkets accounting for 36.53% of sales. Retailers specializing in fresh produce, such as Hema (盒马)—a high-end supermarket chain launched by Alibaba in 2015 that combines in-store shopping with 30-minute delivery—offer a premium experience with curated products.

Mass retailers and specialty chains, the leading sales channels

Specialty chains, such as Baiguoyuan, China’s leading national fruit retail network and a Hong Kong-listed company, rank second with 34.80% of sales. They stand out for their wide assortment, quality, and a dense network of dedicated stores. Traditional food markets account for 28.67% of sales and remain essential for everyday shopping, thanks to their affordable prices and the ability to select products directly.

Traditional markets and e-commerce: complementary alternatives

Finally, e-commerce for fresh produce, featuring major platforms such as JD Fresh—the fresh produce division of Chinese e-commerce giant JD.com—and Meituan Maicai, a highly popular grocery and home delivery service in China, accounts for 28.32% of sales. This sector has grown significantly in recent years, driven by logistical innovations enabling rapid delivery of perishable goods. This diversification of the main distribution channels explains the high accessibility of fruit throughout the country, while catering to the varying preferences of consumers, who prioritize fresh fruit and place great importance on food safety.

Key figures: fruit consumption in China (2024)

• 61.6 kg: annual per capita consumption (vs. 38.9 kg in 2014)
• +58% growth over 10 years
• 36.5% of sales via mass retail
• 28.3% via fresh produce e-commerce

Conclusion: fruit, a booming market in China

The fruit market in China is experiencing sustained growth, driven by changing dietary habits, urbanization, and improved distribution channels that are permanently reshaping the eating habits of Chinese consumers. Fruit now plays a central role in the daily diet in China, for both health and convenience reasons. This transformation is accompanied by a diversification of offerings and uses, as well as a gradual restructuring of distribution channels. All of these factors point to a rapidly evolving market, where quality, accessibility, and consumer trust play an increasingly decisive role. Understanding these dynamics is essential for any company seeking to position itself in the Chinese agri-food market: choosing the right distribution channel, analyzing consumer trends in China, and mastering local regulatory constraints are essential for building an effective and sustainable strategy.

For over 25 years, VVR International has been supporting French and European companies in expanding into the Chinese market, particularly in the agri-food sector:

• Target market research
• Identification of partners (distributors, influencers, etc.)
• Product adaptation and positioning for the Chinese market
• Entry strategy for Chinese digital platforms (Tmall, JD, RED)
• Regulatory monitoring and compliance with Chinese standards (e.g., NMPA)