Recently, Nielsen IQ released the “Road to 2026: China Consumer Trend Insights” report at the “WISE 2025 King of Business” conference. By thoroughly analyzing the purchasing behavior of Chinese consumers and the motivations behind it, it provides a core guide for brands and retailers to lay out the 2026 market. Zhou Lingqing, managing director of Nielsen IQ China, said, “China's economic development momentum is good in 2025, and we have full confidence in the development of the Chinese economy and consumer market in 2026. In 2026, the Chinese consumer market will present the core characteristics of 'steady progress, intergenerational differentiation, and diversified demand'. Policies and consumer mentality will jointly drive market changes.”

Recently, Nielsen IQ released the “Road to 2026: China Consumer Trend Insights” report at the “WISE 2025 King of Business” conference. By thoroughly analyzing the purchasing behavior of Chinese consumers and the motivations behind it, it provides a core guide for brands and retailers to lay out the 2026 market. Zhou Lingqing, managing director of Nielsen IQ China, said, “China's economic development momentum is good in 2025, and we have full confidence in the development of the Chinese economy and consumer market in 2026. In 2026, the Chinese consumer market will present the core characteristics of 'steady progress, intergenerational differentiation, and diversified demand'. Policies and consumer mentality will jointly drive market changes.”