China’s one child policy has led to the average number of people per household size shrinking to 2.8. The family structure has also changed, following a new common ‘4-2-1 composition’ of four grandparents, two parents and one child. This family unit will drive demands for family fit packs such as those containing three servings.
In addition, smaller households are looking for smaller pack sizes to reduce waste and provide cost effectiveness. It is now common for both parents in the household to be working, so ready-to-eat and on-the-go products are in demand to suit their busy lifestyles.
Chinese consumers demand ready-to-eat food in convenient, plastic packaging
The changes in household demographics will lead to a shift from traditional paper and board packaging to more convenient rigid and flexible plastic packaging, particularly in the food sector. According to Kirsty Nolan, Canadean analyst, plastic has the advantage of greater protection against perishing, allowing food to last longer than paper and board packaging does. “This is beneficial for smaller households as they don't get through food as quickly as larger households do. It also means less frequent shopping trips and greater product durability.”
The number of flexible plastic packs in the Chinese food market will increase by 55 billion from 2013 to 2017. Within flexible plastic packaging, bags and sachets will record the fastest growth owing to the demand for single serve, convenient foods such as pasta and noodles.
According to Kirsty Nolan: “Building on convenience, packaging that suits the needs of frozen, chilled, microwaveable and ready meal foods will witness greater demand because these are ready-to-cook or ready-to-eat products which complement a busy lifestyle.”