PULSES & BEYOND CAO DERONG CFNA
processed products such as protein and health products has further expanded the consumption of pulses. How are Chinese consumer habits evolving in general? Are they becoming more conscious of healthy eating and sustainability? The prevailing consumption trend among Chinese consumers when it comes to pulses is delicious first and healthy second, as can be seen from the rapidly growing snacks and health products (or functional foods) industries in recent years. The traditional consumption patterns around pulses in China is also constantly evolving under the promotion of Generation Z. In other words, traditional foods can no longer meet the pursuit of taste, novelty, and health among young people. New research and development of pulse products will become the main driving factor for the growth of pulse consumption.
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