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Will Food Near Expiration Date be a New Business Opportunity in China?

Eating food near its expiration date (hereinafter referred to as NED Food) to reduce waste is trending worldwide. Many countries even have supermarkets dedicated specifically to selling NED foods such as WeFood in Denmark and Daily Table in the US. In line with these trends, the EU has even gone as far to propose changes to regulatory requirements regarding foods which are non-perishable or those with long shelf life to remove mandatory “best before” labeling requirements.

Paralleling China’s increased volume of food imports, similar stores selling NED Food have also emerged in cities like Beijing and Shanghai allowing supermarkets to offset losses and offer consumers better value on imported products. In addition to these offline stores, online e-commerce platforms such as “Haoshiqi”(好食期) and “Shuaishuaimai”(甩甩卖) specialized in selling NED Food have also been launched and are performing well. Just a cursory glance at Taobao using the search terms “food near expiration date” reveals, almost 2,900 related stores.

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Chris Wang
ChemLinked Content Director
Ms. Chris Wang is the Content Director of ChemLinked platform with REACH24H Consulting Group, a leading market access service provider in China. Her research is mainly focused on China’s consumer products. With over 7 years in the industry, She has a broad knowledge of Chinese food and cosmetic regulatory and market insights as well as extensive experience in helping international companies to wisely develop their own market entry strategies to China.  Areas of expertise: Trends analysis of infant formula, functional foods, dairy products, beverage, make-ups
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