Alcohol categories hold a higher appeal for middle-class consumers than other groups as well, the survey said. More than half (56.1 percent) of middle-class shoppers drink beer versus 43.1 percent for the average.

Wine, which is commonly associated with middle-class tastes in China, has won over one-third (33.4 percent) of middle-class consumers, while on average only one-fifth (20.9 percent) of urban Chinese drink it.

China's favorite spirit, baijiu or "white liquor," is consumed by about a quarter (24.9 percent) of the middle class, compared to 18.8 percent of the average, according to the survey.

The survey also showed that the number of consumers buying pure fruit juice, considered a healthy drink by many, is 41.6 percent among the middle stratum, compared with 26.3 percent for the average.p Such choices may contribute to the group's growing health awareness, as 57.5 percent of the middle class agreed that "my diet is healthier than before," 3.1 percentage points higher than the average, the survey showed.