Household incomes for China’s foodservice consumers improved modestly in June, just in time for the summer holiday period. In fact, family travel intentions continue to outpace last year’s levels, with 68% of consumers traveling on family-oriented trips. But as leisure spending increases, which categories do consumers plan to pull back on? This month’s China Consumer Sentiment Study shares June 2026 performance and highlights the latest consumer attitudes and behavior. 

Highlights: 

• 75% of consumers plan to increase their dining budget while traveling.

• Only 7% of consumers planned to watch football matches outside the home

• Unemployment improved, but consumption remained uneven, with expectations to dine out falling in July

• High-income consumers fueled growth in Q1, increasing 8% in traffic compared to 2025