LIGHT meals characterized as low in fat, calories and sugar, high in fiber and more filling, have become hugely popular among Chinese consumers. Euromonitor International, an independent provider of strategic market research, expected that China’s light meal market scale will reach 120 billion yuan (US$18.7 billion) by 2022.

Shenzhen has nearly 500 light meals-related companies, taking up 6 percent of all firms in the field in the country while Guangdong Province has the most such companies, according to data from business data firm Tianyancha.com.

“I don’t want to starve myself but I’m afraid of gaining weight,” Ye Ziying explained her decision on light meals to Shenzhen Economic Daily. In the past 30 days, Ye has bought light meals 17 times from the same light meal store for her lunch at work.

Low calories became the most attractive label of light meals. In other words, roughly 60 percent of consumers eat light meals to control their weight.

The trend has already driven many merchants to move in search of business opportunities.

A man surnamed Cai opened a light meal shop in Luohu District.

Common light meals available at Cai’s store include chicken breast roll, low-fat beef steak and vegetable and fruit salads. Young people are their major customers.

Stores featuring light meals and healthy food see relatively good comments from customers and sales volume. Most of the stores have their monthly sales volume made on delivery platforms exceed 1,000 orders on average, higher than those doing normal meal delivery services.

Some young people see light meals have a social function. A woman surnamed Liu who was born after 1995 said that she started trying light meals because of online influencers.

Liu later found that light foods served in delicate packages look more beautiful in photos when being posted online.

According to a CBN Data report, the light meal market has kept growing at a rate of over 15 percent in recent two years.

Analysts observed that the demand for healthy diets will continue to rise, as living standards in first- and second-tier cities in the country are further improved.  (Wang Jingli)