As China's economy maintains a steady growing momentum in the past year, fast-moving consumer goods sales in the country increased 4.5 percent from June 30, 2017, to June 30 this year, indicating a continuing consumption upgrade in the country, according to a market trend report released by CTR Market Research in Beijing on Aug 27.

The report showed that Chinese consumers want healthier, instant, and individualized goods.

According to Jason Yu, general manager, Greater China, Kantar Worldpanel, Chinese consumers value both outer appearance and inner function and quality of products. For instance, more customers chose healthier beverages such as soy milk and soda water in the past year, and focused more on cosmetics ingredients, with squalane and nicotinamide their new favorites.