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Pumpkin spice season
in QSRs is starting earlier

Are you team "too early" or "just in time"? 🎃 ☕

In 2022, just 2% of Quick Service Restaurant (QSR) consumers picked up something pumpkin-flavored in August. That doubled to 4% in 2023, and by 2024 it reached 8%.

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China Consumer Sentiment Study, February 2025

  • Writer: Circana
    Circana
  • Feb 20
  • 1 min read

Updated: Jul 22

Consumer Confidence Remained Steady To Start 2025

Household incomes increased across China’s foodservice industry to start the year. This fueled expectations to spend more on dining out and other areas like travel entertainment. This month’s China Consumer Sentiment Study shows the latest consumer attitudes after celebrating the CNY festival.


Highlights:  


  • Many consumers reported their household incomes increased in January. But younger consumers reported reduced incomes. 

  • Expectations to dine out also increased in January, although there was an increase in consumers who expect to dine out less now that the CNY festival is over. 

  • Foodservice remained one of the top categories consumers expect to increase their spending over the next month. 

  • Recap of 2024 CNY performance, including the top channel and category trends.




Circana

Circana

Consumer Confidence Remained Steady To Start 2025 Household incomes increased across China’s foodservice industry to start the year. This...

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