ABSTRACT
The middle-income group mainly refers to the population group characterized by stable work, relatively abundant material life, and middle-level income. By analyzing national survey data from 2006–2015, this chapter reveals the consumption characteristics and trends of the middle-income group. From the perspective of expenditure structure, the proportion of household expenditure on food and education in the middle-income group is relatively high. The chapter discusses the consumption trends of the middle-income group from the perspective of expanding consumption, with a focus on the analysis of expenditure and possession of durable goods. The out-of-home consumption of food and beverages of the middle-income group is marked and has certain potential for consumption of convenient, high-quality food and beverages. Compared with the low-income group, the purchasing power of the middle-income group is higher, and consumer willingness to spend money is stronger. Faster-growing mortgage payments present another constraint on the middle-income group.
