Recent studies suggest that food consumption can influence mental health and stress levels among the Chinese population.
Researchers from Nanjing Medical University found that higher fish consumption was associated with significantly lower stress levels among females. Among males, increased intake of fish and cereal crops (such as wheat, sorghum, rice, and oats) showed a similar effect.
Conversely, more frequent consumption of desserts and alcohol was linked to a higher risk of mental health issues among females. For males, higher intake of meat, pickled and smoked foods, and alcohol was associated with poorer mental wellness.
These findings align with broader shifts in China’s food industry, where consumers are increasingly seeking fresh and natural foods linked to better health outcomes.
China sees strong demand for fresh foods and dairy
According to the USDA Retail Foods Annual published in September 2025, fresh fruit was China’s top imported produce, reaching US$16bn in 2024. Imported dairy ranked third among the country’s top 10 imported foods at US$12.4bn.
Part of this demand is linked to China’s rapidly ageing population, a demographic shift also seen across much of Asia.
“As consumers age, their priorities shift, impacting food and beverage trends in China. Millennials and Gen Z are more focused on flavour, while Boomers and Gen X consider price and freshness as the most important factors for purchasing food and drink,” according to Innova Market Insights’ Top F&B Trends 2026 in China report.
“Seventy-seven percent of consumers view fruit and vegetables as the most effective categories for healthy ageing in China, while bottled water and yogurt drinks lead beverages. There is also room for innovation opportunities in milk and milk drink categories that brands can leverage to target health-conscious consumers.”
Younger consumers are also turning to fresh foods as part of a preventive approach to long-term health.
Gen Z and millennials prioritise mental health in China
Innova notes that mental well-being is a rising priority that is influencing food and beverage trends in China, as more are turning to fresh and natural food for mental support.
The link between fresh foods and mental health is supported by a study conducted by Shandong University researchers. The study found that a vegetable–egg–beans–milk dietary pattern was associated with a lower risk of depression among adults aged 60 and above, while a salt-preserved vegetable–garlic dietary pattern was linked to a higher risk.
These findings highlight opportunities for brands as younger consumers adopt a more proactive approach to health, focusing on prevention rather than treatment.
Stress management, anxiety relief and memory support are key concerns, with 30% of Gen Z and millennial consumers in China worried about their mental health, according to Innova.
Consumers also recognise strong links between gut health, immunity and stress relief. Probiotics are the main entry point for gut health solutions, followed by fibre.
For example, functional beverages such as sodas containing prebiotics, vitamins or fibre are increasingly positioned as healthier snack options.
Innova also notes that Chinese consumers associate categories such as dairy and fruit with comfort, while chocolate and confectionery are linked to feelings of happiness.
This supports the ongoing trend of mindful indulgence, where brands are exploring lower-sugar innovations that balance enjoyment with health considerations.
Researchers observed that moderate consumption of sweet treats can boost happiness. (Rawpixel/Image:Getty, iStockphoto/Rawpixel)
The Chinese value sweet indulgence, but with caution
Research involving 19,548 preschoolers across China found that eating confectionery two to four times a week was associated with improved emotional outcomes and behaviour. Boys in particular showed improvements in social behaviour.
The findings highlight how dietary habits may influence emotional development during early childhood, a key stage for social and behavioural formation.
Apart from confectionery, beverages are also seeing a shift towards sugar reduction.
For example, China herbal tea brand WALOVI launched new cans for its sparkling and sugar-free formats last year, and Pepsico launched zero-sugar beverages in limited edition Zootopia cans across the country last December.
These developments align with research suggesting that moderate confectionery intake may have protective effects on children’s mental health, potentially linked to the positive emotional response associated with sweet treats.
These shifts highlight broader innovation opportunities for brands seeking to align indulgence with wellness. For example, Singapore-based Hue offers mood candies infused with traditional Asian botanicals, which include tiger milk mushrooms, screwpine leaves, and black carrots – ingredients that are familiar to the Chinese wellness market.
