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Chinese shifting to healthier food

Chinese consumers, healthy food, Western fast food in China

Hold the fries. Actually, hold everything. That's increasingly the message Chinese consumers are sending Western fast food chains. 

少吃些炸薯条。实际上,要少吃每样东西。这是中国消费者越来越多地向西式快餐连锁店发出的信息。

Only 51% of consumers in China said they ate Western fast food in 2015, according to a report by McKinsey & Company, a consultancy. That's a drop from the 67% who said they consumed fast food in 2012. They have since shifted to healthier, more environmentally-friendly brands.

麦肯锡咨询公司的报告称,2015年,仅有51%的中国消费者说自己吃西式快餐。与2012年有67%的人说自己吃快餐相比有所减少。自那之后,他们转向了更健康、更环保的品牌。

The survey by McKinsey included 10,000 respondents from 44 cities, representing approximately 75% of China's GDP and one-half of the Chinese population. The survey took place between September and November 2015. In all, 38% of Chinese consumers reported food branded as "organic" and "green" was one of the top ways they identify the safety of food products, despite the fact no credible organic certification exists yet. "Some companies developing credible food certification standards have shown promise," the report states.

麦肯锡公司调查了44个城市的1万名受访者。这44个城市占到了中国约75%的国内生产总值,拥有中国总人口的一半。该调查从2015年9月持续到11月。共有38%的中国消费者说,"有机"和"绿色"的食物品牌是其确认食品安全性的首选方式之一,尽管迄今尚没有可靠的有机认证体系。报告称:"一些制定可靠的食品认证标准的公司看起来很有前途。"

The trend toward healthier food is entwined with food safety concerns. The Chinese government in 2015 began implementing a sweeping food safety policy. For many years, big Western brands, including Yum Brands's KFC, benefitted because Chinese consumers saw them as a cleaner, safer alternatives to local options. But Yum, in particular, took a major hit in 2014 when a tainted meat scandal hit it following problems with avian influenza.

转向更健康的食物这一趋势与食品安全担忧是相互交织在一起的。2015年,中国开始实施全面的食品安全政策。多年来,西方大品牌因此受益,包括百胜全球餐饮集团旗下的肯德基,因为比起本国食品,中国消费者视西方大品牌为更干净、更安全的选择。但是,2014年,因为被过期变质肉的丑闻缠身,百胜遭受重大打击。

2016-06-22

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