Changing tastes: China’s new affluent consumers seek quality not extravagance

In a premium supermarket in Shanghai one recent weekend, 33-year-old information technology specialist Zhao Wenyu paused in front of the health food aisle, comparing protein content and ingredient lists on imported granola and organic milk – rather than checking discounts. Zhao now spends around 3,000 yuan (US$420) a month on organic food, nutritional supplements and functional beverages, up from about 1,200 yuan three years ago. “I don’t mind paying more if I am satisfied with the product’s...