The conclusions from the fourth edition of the Advisory Council for the Spanish agri-food sector in China were presented in Shenzhen on 10 September.
Funded jointly by ICEX and Ministerio de Agricultura, Pesca y Alimentación(MAPA), the Council provides institutions and companies with practical guidance for navigating the Chinese market.
This year’s edition examined how health is understood in China and what this means for Spanish food and wine. The research combined interviews with industry professionals, store checks and a focus group held in Guangzhou in June, identifying two distinct consumer profiles.
Lifestyle seekers connect wellbeing with identity, aesthetics, shared experiences and a slower pace of life. Within this profile, wine and Ibérico products form part of a broader lifestyle centred on enjoyment.
Product checkers take a more rational approach. They follow specific diets, read ingredient lists and pay close attention to nutritional benefits, production methods and food safety.
Spain has ways to connect with both groups through its country image, the Mediterranean diet, its organic sector and products such as olive oil and seafood. The Council also found that Spanish storytelling can become more relevant when it includes a thoughtful connection to Chinese culture and heritage.
Rather than speaking about health in one general way, brands need to understand which consumer they are addressing and shape their message accordingly.
Pablo Recio Gracia
Victor Morales Mora
Lydia Ye
