Antoaneta has lived and worked in China for more than 20 years and, as China Business Advisor for the China Britain Business Council (CBBC), has supported hundreds of British companies entering and expanding into the Chinese market. She has a deep understanding of the challenges international companies face in China and a powerful grasp on strategies that will overcome the pitfalls encountered on market entry. She speaks fluent Mandarin and has reported on China’s economic trends for a range of international publications, including the Economist Intelligence Unit.
Having played catch up with the West’s meat and dairy rich diets over the last thirty years, China is now emerging as a world leader for healthy eating. Consumers with increased disposable incomes and an ingrained belief in preventative health measures see health and wellness as the new symbols of luxury and are embracing food innovation, protein alternatives and ‘natural’ diets. Consumer shift is being reinforced by a regulatory regime that aims to cut the country’s meat consumption in half by 2030. Antoaneta evaluates the nature and pace of change in Chinese eating habits and what they mean for international companies seeking to grow exports to this market.