Expectations to dine out improved with the national holidays in September & October. But household incomes for China’s foodservice consumers remained pressured. Still, consumers increased their spending expectations in experience-driven categories. This month’s China Consumer Sentiment Study shares September 2026 performance and highlights the latest consumer attitudes and behavior.

Highlights:

• Youth unemployment rate increased for the second consecutive month

• Experiential consumption, such as travel and beauty, remained the focus for consumer spending

• National Day and Mid-Autumn Festival helped fuel a rebound in dining expectations

• 79% of consumers traveling during the holiday plan to allocate more budget to delicacies