An observation of 2026 New Year shopping consumption reveals significant shifts in the traditional Chinese New Year's Eve dinner. This meal, the most important feast during the Spring Festival, serves as a core emotional symbol of family reunion. Regardless of their usual busy schedules, people across China make every effort to return home and share this dinner together.
Today, the content and form of this emotionally significant meal are undergoing interesting changes. According to a study by JD.com's Consumption and Industrial Development Research Institute, these changes primarily revolve around the keywords "health" and "integration."
Approximately ninety percent of consumers are incorporating "regional flavors from other parts of China" into their New Year's Eve dinners. Firstly, health consciousness is reshaping the menu. The survey indicates that 46.7% of families prioritize healthier combinations, opting for "light burden" dishes—low-fat, low-sugar, high-protein options—to replace some traditional hearty dishes. This shift represents a move towards healthier and more rational choices without abandoning traditional flavors.
This health awareness also extends to the selection of seasonal vegetables. With an early Start of Spring this year, 87.1% of respondents expressed willingness to include spring vegetables in their dinner menus. Among these, bamboo shoots (40.1%), pea tips (32.1%), and asparagus (28.6%) ranked as the top three most popular spring vegetables due to their delicious taste, ability to cut richness, and high nutritional value. A simple dish like bamboo shoots with cured meats or Chinese toon omelet can satisfy the palate while adding a fresh touch of spring to the lavish meal.
Secondly, the New Year's Eve table is becoming more diverse with "non-local flavors." 41.6% of families reported "frequently" having specialty dishes or regional delicacies from other areas on their dinner table; when including those who "occasionally" do so, this figure rises to 89.3%. Cantonese cuisine, such as white-cut chicken and poon choi, led with a 21.1% preference rate, favored for its refinement, auspicious symbolism, and ceremonial feel. Jiangsu cuisine and Beijing cuisine followed closely, indicating strong interest in regional dishes with robust flavors and cultural significance. Essentially, the New Year's Eve dinner is evolving from a focus on "hometown taste" to embodying "the taste of China."
The proportion of options like pre-made meals and dining out continues to grow. While 75.2% of families still have elders as the primary preparers of the dinner, the percentage of young people taking on this role has reached 24.7%, introducing more diverse preparation methods. "Purchasing all fresh ingredients to cook from scratch" remains the mainstream at 47.4%. However, the model of "cooking at home primarily, but supplementing with takeout for specialty or complex dishes beyond one's cooking skills" is expanding, now accounting for 26.7%.
Statistics show that several listed companies in the catering sector have made preparations targeting the New Year's Eve dinner scene or pre-made meal gift boxes. Quanjude announced in January that its brand outlets are actively taking reservations for the dinner, ensuring service quality through sufficient stock and strict food safety controls. The company has also developed over 30 products, with new items comprising 50% of the lineup, including banquet gift boxes crafted with intangible cultural heritage techniques, cooked food gift boxes, and trendy braised snacks suitable for home banquets, gifts, and corporate benefits.
Tongqinglou reported growth in orders during the 2025 Spring Festival and has launched several reunion meal delivery options, featuring fresh ingredients and chef-prepared dishes for enjoyment at home. Guangzhou Restaurant is also well-known for its New Year's Eve dinners, with reservations currently underway for 2026. Qianwei Yangchu stated it is actively expanding into the consumer market, planning to launch hit products through collaborations with popular brands or IPs, alongside products tailored for Spring Festival banquet scenes.
Additionally, companies such as Yuyuan Tourist Mart, Shuanghui Development, Anjoy Foods, Weizhixiang, Wens Foodstuff Group, and Guolian Aquatic Products offer pre-made meal gift boxes for the New Year's Eve dinner.
Consumers are increasingly leaning towards "controlled indulgence." The phrase "gaining three pounds during the holidays" highlights the weight concerns associated with the lavish dinner. The survey reveals an interesting attitude: a philosophy of "planned indulgence" or a relaxed "dynamic balance" towards weight management.
When faced with traditional, oily, and sugary dishes, outright refusal is not the common choice. 27.3% of people opt to "try a small amount and definitely not take a second serving," while 26.8% only avoid one or two specific dishes they particularly dislike. This indicates that most people do not see health and enjoyment as mutually exclusive but seek a comfortable balance between the two.
Data shows that only 12.1% of people strictly manage their weight daily during the Spring Festival holiday. 14.8% adopt a compromise approach of "indulging for the first three days, then controlling intake for the rest," while a significant 31.1% choose to relax completely, planning to "lose the weight after the holiday." However, relaxation does not mean loss of control; 75% of consumers find a weight gain of within 3 jin (approximately 1.5 kilograms) acceptable, indicating their own internal limits.
For addressing potential post-holiday weight gain, "adjusting diet structure, eating more vegetables, and reducing carbohydrates" (52.6%) and "increasing exercise frequency" (41.6%) are the most popular methods, far exceeding more radical approaches like "immediately starting a light fast" (21.1%). The complete cycle of "pre-holiday prevention, moderate indulgence during the holiday, and post-holiday remediation" demonstrates a mature mindset among contemporary consumers seeking a dynamic balance between festive enjoyment and long-term health.
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