Consumers show increasing health awareness

The battle against bulge and people's growing health awareness will breed new market opportunities as three-quarters of Chinese consumers are willing to pay more for healthier food, according to a survey by the global market research firm Nielsen.

The survey found that nearly 45 percent of the Chinese respondents consider themselves overweight, and a higher percentage of Chinese consumers not only regard healthy ingredients as important in the foods they purchase, but are also willing to back up their opinion with their wallets.

The Nielsen Global Health & Wellness Survey polled more than 30,000 consumers in 60 countries last year, trying to identify how consumers feel about their body image and the steps they are taking to become healthier.