Survey: China's Young Women Now 'Main Consumer Force'

September 17, 2018
Editor: Liu Yanmei

Chinese young women in their 20s and 30s are becoming increasingly visible as the main force for personal consumption as their incomes get bigger, according to Japanese media.

Women in this group have been earning more because of their higher educational background, say commentators.

The findings of the 2018 Blue Book on Women's Lives indicate that women have become the pillar of household incomes in urban areas.

The Blue Book surveyed about 4,300 women of an average age of 36 including those in China’s Taiwan and Hong Kong.

The average annual household income of respondents was 176,000 yuan (U.S.$ 25,600), and the average annual personal income was 92,000 yuan (U.S.$13,400), showing that women’s incomes account for more than half of the household earnings.

According to the Blue Book, the current characteristics of Chinese women's consumption include "increasing non-material goods such as tourism" and "an increase in consumption using smart phone."

When asked about women's consumption attitudes, 46 percent said they choose "green goods", while 42.7 percent said "quality is more important than quantity".

More than 80 percent of respondents had a high school degree or above.

Women are dominant in traditional markets such as clothing and cosmetics as well as in new areas, the report said. Coffee is one of the fastest-growing areas of new consumption in recent years.

China's coffee demand has soared in recent years, driven by rising incomes and changing lifestyles.

The number of cafés nationwide is expected to rise from 86, 000 in 2016 to 140,000 this year.

According to a survey by a Chinese think tank, over 70 percent of coffee consumers are under 35, of which 70 percent are women.

In addition to coffee, women in their 20s and 30s are also big spenders in the health and pet care markets.

(Source: and edited by Women of China)

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