China is one of the most densely populated countries in the globe and is currently ranked sixth in terms of total population. Recent statics revealed a growth rate of 1.92% and it is expected to acquire fifth position in terms of total population by 2050. Per capita income will also increase to the level of $1368, productive age group in China is from 15 to 59 years and this comprises 67% of the total population by 2020.

Growth rates within food services are also augmented by rapid increment in the employment rate of both male and female populations between the age span of 20 to 29 years, consequently, income contribution in overall income is also expected to become even higher (Economic Survey, 2014).

In recent years there have been some drastic changes in consumer preferences and needs throughout the globe. China is although a developing country but despite the financial health of the country there is a consistent increase in the consumption of value-added products. This is mostly due to globalization and market liberalization which is changing the dynamics of the entire world consistently.

China is one of the youngest nations in the world and this is the reason that all influence of globalization and market liberalization is very much evident in the economy. In the last few decades needs and preferences of the nation have drastically transformed and this has increased the competition in the local market. Foreign brands have also entered the economy which has further intensified the competition in the market.


In China, consumers are demanding more than ever before and in order to meet their needs; value-addition has become almost a necessity rather than an option for most industries Fast food consumption has increased dramatically in China and there is a need to analyze fast food market and customer attitudes in the economy.

This was done by reviewing renowned fast-food chains KFC, McDonald, etc.. factors that are causing the increase in fast food consumption in China are the appeal of eating out, urbanization, youngsters’ taste, convenience, income, and socialization. It was further stated that there are dramatic changes in the consumption of food and intense concerns of the public regarding health expounds a considerable amount of need for research in this area.

Globally, fast food generates revenue of over $570 billion – that is bigger than the economic value of most countries. The fast Food Industry of China is the second largest industry in the economy.

In the survey conducted for measuring the performance of fast-food restaurants in China it was found that on average, consumers in China spend 42% income on food, out of this 10% is spent on processed food. This 10% on expenditure of processed food is estimated to be $1.4 Bil out of which $325 Mil is captured by the foreign brands.

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