ACTAsia’s Consumer Fur Survey reveals that consumers in China cannot identify fur products 

28 November 2025

Banner: Andrew Skowron / We Animals

ACTAsia is passionate about reducing global fur consumption. To get a clearer picture of consumer habits, ACTAsia has commissioned independent surveys in China for the past eight years. The surveys are the world’s first and most extensive studies on fur consumption patterns and trends in China and have been conducted every two years since 2018. 

As part of the 4th biannual survey, ACTAsia collected data on Chinese consumers’ fur consumption attitudes and behaviours in the past year. The 2024 winter survey was completed in 2025 and the recently verified results demonstrate worrying signs that some consumers struggle to even identify fur products. However, there are also encouraging signs from the survey, including the fact that ‘economic environment’ has replaced practicality as one of the top reasons not to purchase fur in the most recent survey. 

What is the consumer survey and who did we survey? 

The consumer survey polls over 1,000 fur consumers from 6 different cities. The survey sample was received from women aged over 18 years old and with a minimum RMB 50,000 (US$ 7,034) household income. In addition, 5,031 non-fur consumers were surveyed to compare behaviour patterns within the research sample.

The survey measures the changes in consumer attitude, behaviour and preferences towards fur in China. While public opinion on fur is changing, demand for fur products is still strong in certain sectors with recent fashion weeks outside of China seeing a return of vintage fur on the catwalks. This demonstrates that there is no time for complacency. Indeed, ACTAsia’s latest survey results uncovered some worrying new trends and if demand starts to rise so will production. This shows more work, education and support is needed in China and worldwide to educate consumers. 

This is how our respondents answered ACTAsia’s latest Fur Consumer Survey in comparison with the findings in 2018, 2020 and 2022:

Do consumers know what fur is?

Shockingly, many respondents did not identify fur accessories or adornments as being fur products. Many incorrectly identified leather products as fur products with 75% of non-fur consumers and even 53% of fur consumers misidentified leather products. For one fur hanging adornment item, 41% of non-fur consumers and only 14% of fur consumers correctly identified it as a fur product.

What types of fur do consumers buy?

Whilst fur consumption overall has reduced since ACTAsia’s surveys began, the most popular fur is still mink. 83% bought mink in 2018 but this plummeted to 34% in 2022 and is relatively stable at 38% in 2024.

The other fur types most purchased in 2024 were fox (24%), raccoon dog (24%), and rabbit (22%). The demand for fox and rabbit fur products has continued to fall. 

Which fur product is the most purchased?

Traditionally a full-length fur coat was seen as the fur product of choice with 71% choosing this item in 2018. However, spending patterns have changed dramatically, and this figure has fallen to 50% of the respondents in 2024. In our latest survey a fur coat (outer) or coat lined with fur has taken the top spot once more with 52% for most purchased item. 

What are the top three reasons to purchase fur?

These trends have not changed much since 2018. Functionality (the warmth of fur) is the top reason why consumers purchased fur from 2018, 2022 and in 2024. Appearance (fur looks good) is the second most cited reason and trendy (fur is fashionable) is the third reason. 

City trends 

Consumers in Shanghai spent the most on fur products in 2024. Fur is still popular in major cities such as Beijing and northern cities such as Dalian where fur is traditionally worn to keep warm. However, consumers in the southern cities such as Wuhan and Chengdu – where it is warmer – had lower spending on fur products are choosing to buy a greater number of fur accessories to satiate their desire to own a fur product that they consider to be fashionable.

Why do non-fur consumers choose not to purchase fur?

(availability of alternative materials) were cited as the main reasons as to why non-fur consumers chose not to wear fur in 2024.  A new reason, economic environment, has replaced practicality (not washable or not practical as daily wear) as one of the top reasons to not purchase fur in 2024.

Younger generations are now buying more fur products than older generations 

When ACTAsia first started the surveys in 2018, women aged 36-40 preferred full fur coats. But in 2022, female consumers aged 26-30 had the strongest preference for full fur coats. This has changed again, and in 2024, participants aged 31 to 35 years old (53%) purchased the highest number of full fur coats across all age groups. The 18-25-year-olds are also choosing to buy more fur trim coats and shoes and boots. This data demonstrates a clear shift with younger consumers choosing to buy fur products for fashion reasons. In light of this finding in 2022, ACTAsia refocused educational efforts to younger generations. An uptick in the demand for fur from younger generations, consumers aged 26–30-year-olds, has replaced consumers aged 41-60 years old – in being the top consumers for coats with fur outer or inner lining. This remains a concern and ACTAsia will incorporate this into future strategies for consumer education in China. 

Awareness of the impact of fur on human health

When fur consumers were asked if animal fur causes a threat to human health in our 2020 survey, 20% strongly agreed, in 2022, this figure jumped to 41%, indicating that this group of consumers may have a better understanding of the health risks associated with wildlife trade and fur farming following the COVID-19 pandemic. However, this number has decreased slightly to 38% in 2024 possibly due to the COVID pandemic being viewed as history. Yet these results do emphasise that the link between intensively farmed wildlife and domestic animals remains a huge potential of emerging diseases that risk human health in the near future.

Education surrounding the damaging impact of the fur industry is vital, but despite knowing these facts, a third of fur consumers are still willing to buy fur. 

ACTAsia’s Fur Consumer Survey revealed SEVEN key findings

1. 67% of people surveyed could not correctly identify fur 
2. Mink is the most purchased fur type, followed by Fox and Raccoon Dog 
3. The most purchased products are variations of fur coats 
4. Over 1/3 of people think the fur industry is harmful to health 
5. 60% of people do not accept the use of fur in fashion
6. 65% of consumers would not buy fur again after learning the cruelty involved in fur farming. 
7. 86% of consumers agree or strongly agree, that more retailers will become fur free

These seven findings can also be viewed as infographics

If you’re inspired by our mission and wish to make a positive change, consider donating to ACTAsia. Your contribution directly fuels our efforts, ensuring that the ethical and sustainable message of fashion spreads even further. 

Help us further our cause and ensure a kinder future for animals, people, and our planet.