Chinese consumers: McKinsey & Company revisits its predictions | The Insight Files |

In 2011, McKinsey & Company made a number of predictions regarding the ways in which Chinese consumers would change their preferences and behaviours. This article takes stock of those predictions. While geographic differences persist, Chinese consumers are, on the whole, more individualistic, more willing to pay for non-necessities and discretionary items, more brand loyal and more willing to trade up to more expensive purchases.