China is becoming health conscious, and Chinese consumers are starting to ditch Western fast food chains for healthier, environment-friendly choices, according to a report by McKinsey & Company.

The report found a significant drop of Chinese fast food chain consumers from 67 percent in 2012 to 51 percent in 2015. Other products such as juice, soft drinks, chewing gum, and ice cream also saw a notable decline within that same three-year timeframe.   

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The survey included about 10,000 participants from over 40 cities across the country. It was conducted between September and November 2015.

The report revealed that around 38 percent of Chinese consumers now opt for foods with labels showing "organic" and "green," even though the credibility of the organic certification on the food is not verified. "Some companies developing credible food certification standards have shown promise," the report said.

The latest healthy food trend has its downsides. Last year, the Chinese government started implementing extensive food safety rules after some Western brands were dragged into scandals.

For instance, Yum Brand's KFC became a hit among Chinese consumers as it was perceived to be cheaper and safer. However, in 2014, Yum was dragged into the limelight due to a tainted meat scandal following problems with avian influenza.

Meanwhile, another research firm Radiant Insights Inc. has revealed China's fast food industry is pretty saturated compared with other food service markets. The firm predicts a sluggish growth trend in this sector in the coming years.

Tagschina, health conscious, organic food, green food