Increase and Diversification of Dining Out among Chinese Urban Citizens : Based on Consumer Questionnaires in 10 Cities

This present research has clarified the following points. First, along with rising incomes, expenditures for dining out among Chinese urban citizens have been increasing at an extremely high rate since the latter half of the 1990s. However, the proportion of expenditures for dining out among all food expenditures has remained level since 2006. This is due to the slowing of income growth and the diversification of expenditures for dining out. Second, individuals in their 20s and 30s dine out frequently, but this is not the case among the middle-aged and elderly (50 years and older). Also, individuals in their 20s are the age group for which the increase in expenditures for dining out is the most pronounced, while such expenditures have been decreasing among individuals in their 50s and older. Third, traditional Chinese foods such as noodles and ittozi (dumplings) are frequently chosen from restaurant menus, but fast food and rice bowls are also prevalent choices. The preference for fast food is particularly pronounced among the younger generation. Fourth, there are differences among cities in terms of the frequency of dining out as well as dining choices. This background of regional particularity is informed by differences in eating habits and food culture. Thus, it is clear that menu choices as well as upward and downward trends in the frequency of outside dining differ greatly across different age groups. Therefore, it is proper to view the diversity of forrns of outside dining and the associated changes in relation to the life cycles of urban citizens