China’s food market is seeing expansion, localisation and health-led change
Chinese beverage company Walovi has opened a global headquarters in Singapore as it takes its X-Hero brand to international markets. The office will coordinate overseas operations, including brand promotion, distribution-channel management, cross-border investment and recruitment. Walovi is also examining local bottling and contract-manufacturing arrangements to respond more quickly to regional demand, while celebrity endorsements are being used to raise international awareness.
McVitie’s is pursuing a localisation strategy in China that extends beyond its established biscuit range. The bakery company is developing snacks designed specifically for the Chinese market, including customised flavours and product formats. Its approach reflects the growing use of locally adapted products by international food brands seeking to expand among Chinese consumers.
Yili Group is urging the dairy industry to cooperate on what its chairman and president, Pan Gang, described as “a new global dairy ecosystem”. The proposed framework comprises three areas: innovation, digital intelligence and green development. Pan said these ecosystems could “deliver China’s answer” as the sector considers how to shape the future of global dairy. Yili is Asia’s largest dairy company.
China has established foundations for healthier food environments, according to recent research findings, while implementation gaps remain. The research describes rising consumer expectations for food that provides health and nutrition benefits and continuing efforts to strengthen the systems that support those choices. The findings place health-related demand alongside wider changes in the country’s food market.
Martell is presenting cognac in Asia as a drink that can accompany food, rather than only a digestif or cocktail ingredient. For food pairing, one recommendation is to take a small sip of Noblige, eat a bite of food and then return to the cognac so its flavour remains on the palate. Cognac may also be served during meals, gatherings and occasions such as Chinese New Year. In Singapore, some Asian consumers add a small amount to Chinese soups, a practice associated with enhancing the soup’s taste, flavour and fragrance.
