Food consumption patterns in China have changed significantly with improved standards of living. More consumers are exposed to a greater diversity of consumer products and hectic lifestyles and changing eating habits have propelled the Chinese population to opt for convenience foods, in turn, driving the market for preservatives as manufacturers are using food preservatives, to enhance the shelf life of the food products. Rising environmental consciousness and safety concerns are driving Chinese consumers to increasingly prefer natural food additives to synthetic ones. Therefore, global companies are coming up with novel food products by replacing synthetic preservatives with natural preservatives.

The booming beverage industry is majorly uplifting the consumption of ingredients including preservatives which is most likely to foster market growth. The properties of drinks such as high-water activity demand the irreplaceable use of preservatives in the beverage industry is to avoid the change in taste, the color, and bitter aftertaste. Moreover, with the rise in demand for functional beverages, the market for natural preservatives is gaining momentum. Manufacturers are embracing innovation for gaining dominance in the market by incorporating the organically sourced preservatives in the product formulation.