Section 1: Theory -- Top-down projections of consumption growth in China -- Drivers of and constraints to China's long-run economic growth -- Near-term risks to consumption arising from China's efforts to combat overheating -- China's demographic trends and their implications for household consumption -- Social and cultural influences on consumption -- China's growth potential for key product categories -- Section 2: Evidence -- Introducing the proprietary China consumer survey -- General: lifestyle, income and leverage -- Autos -- Beverages -- Electronic goods -- Food producers -- Food retail -- Food services -- Household and personal care -- Luzury goods -- Telecom equipment -- Tobacco -- Transport and travel