Many young middle-class adults go to expensive fitness centres, gyms and yoga classes. Supplements, such as Omega 3, shark cartilage, collagen and seaweed extracts, are popular because they are believed to help prevent illnesses.
Middle-class consumers have become familiar with international cuisine from Asia, Europe and Latin America. New restaurants serving foreign cuisine are much appreciated by this consumer group. Young people adore foreign branded coffee shops and international food-chain restaurants, such as Starbucks, Pizza Hut and McDonald‟s. To them, these restaurants are symbols of modern and trendy lifestyles.
Young middle-class people follow the latest trends in fashion and grooming. They are image conscious and avid consumers of cosmetics and personal care products, like deodorants and fragrances. Many are internet savvy and order clothing and footwear online from local designer shops and international fashion websites. Middle-class mid-lifers are big purchasers of skincare products and despite the recent economic slowdown, many still favour luxury products, such as designer bags and accessories. Car ownership is also on the rise among middle- and high-income earners. Many consider that cars are a safer mode of transportation for their families.