Table of Contents
Executive Summary
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- The market
- The forecast
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- Figure 1: Forecast – Volume sales of snack foods in China, 2006-16
- Figure 2: Forecast – Value sales of snack foods in China, 2006-16
- Companies
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- Figure 3: Forecast – Value sales of snack foods in China, 2011
- Issues
- High fragmentation hinders market differentiation
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- Figure 4: Repertoire of brands of potato chips every bought in the last 3 months, December 2011
- Changing lifestyles create more snacking opportunities
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- Figure 5: Location of eating snacks, December 2011
- Potential snacking super-brands begin to emerge
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- Figure 6: Brands of potato chips ever bought in the last 3 months, December 2011
- Building snack brands on a health proposition
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- Figure 7: Top 10 health claims by new product launches, 2009-11
- Premium products begin to rise above the throng
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- Figure 8: Attitudes towards bulk and discount buying of snacks, December 2011
The Market: A Snapshot
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- The slowing of rapid snacks market growth means significant, imminent consolidation
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- Figure 9: China – Snacks: Market volume and value annual growth, by sector, 2007-11
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- Figure 10: China – Snacks: Market volume and value, by sector, 2007-11
- The leading companies
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- Figure 11: Total snacks market shares, 2009-11
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- Figure 12: China: Leading potato snack company total market shares, 2009-11
- China’s snacking target consumer groups
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- Figure 13: The key target snacks consumer groups, December 2011
- Figure 14: The key target snacks consumer groups’ snacking attitudes, December 2011
Fragmentation Hinders Market Development
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- Key issues
- Snack products proliferate without a clear strategy
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- Figure 15: Breakdown of new products surveyed, by type, 2007-11
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- Figure 16: Brands of potato chips bought in the last 3 months, December 2011
- Figure 17: Repertoire of brands of potato chips bought in the last 3 months, December 2011
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- Figure 18: Percentage points growth/decline in significance within new product launches, 2007-11
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- Figure 19: % breakdown of snacks volume & value sectors and percentage point growth/decline, 2007-11
- Figure 20: Period sector value & volume growth rates, 2007-11
- Fragmentation hinders brand loyalty
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- Figure 21: Key snack markets value growth compared with snacks, 2007-11
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- Figure 22: Snack product launches, by type of launch, 2008-11
- Figure 23: Snacks annual % growth rates, by sector, 2007-11
- Case study: Laiyifen and commodity snack retailing
- What does it mean?
Changing Lifestyles Create More Snacking Opportunities
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- Key issues
- The snacks market gears up for a change in consumer habits
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- Figure 24: Total snacks market value and annual growth, 2007-11
- Breaking with traditional snacking habits
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- Figure 25: Frequency of snack consumption, by consumer groups, December 2011
- On-the-go snacking still in its infancy
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- Figure 26: Location of eating snacks, December 2011
- Figure 27: Frequency of eating snacks, by income group, December 2011
- Functional benefits appeal to women
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- Figure 28: % of new product launches with product claims targeting women, 2007-11
- Making snacking manly
- Snacks for children
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- Figure 29: % of new product launches with product claims targeting children, 2007-11
- Snacks to suit every lifestyle
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- Figure 30: New snacks product launches based on usability claims, 2007-11
- What does it mean?
Snacking Super-brands Begin to Emerge
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- Key issues
- Brand share development has huge potential for growth
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- Figure 31: Total snacks value market shares, 2009-11
- Figure 32: Total nuts and seeds snacks value sector shares, 2009-11
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- Figure 33: China leading potato snack company total value market shares, 2009-11
- Case study: Qia Qia revamping its tired brand
- Making packaging stand out from the crowd
- Case study: advertising the new message – follow the PepsiCo lead
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- Figure 34: Brands of potato chips bought in the last 3 months, December 2011
- Figure 35: Repertoire of brands of potato chips bought in the last 3 months, December 2011
- Tingyi/Calbee New JV Set to Make a Significant Snacks Market Entry
- Private label: the emerging challenge to brand shares
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- Figure 36: Retail formats where snacks have been bought in the last 3 months, December 2011
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- Figure 37: China top 100 retailers’ forecast sales and private-label sales compared, 2010-14
- Figure 38: Private-label % of new snack product launches, 2009-11
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- Figure 39: Top 20 companies based on new product launches, 2009-11
- In-store promotions remains key area
- Deepening brand penetration through new channels
- What does it mean?
Building Snack Brands on a Health Proposition
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- Key issues
- Snack consumers really do care about health as an issue
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- Figure 40: Consumer attitudes to healthy snacking, December 2011
- Figure 41: Attitudes towards snacks consumption, December 2011
- What are considered healthy snacks
- Healthy and ethical products – recent development
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- Figure 42: Top ten health claims, by new product launches, 2009-11
- Figure 43: Attitudes towards snacks consumption, December 2011
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- Figure 44: % of total new product launches making health claims, 2011
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- Figure 45: % of total new product launches making ethical claims, 2009-11
- The profound effect of food scares
- GMO-free
- No additives
- Marketing health to snackers
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- Figure 46: Snacks consumption frequency survey results, December 2011
- What does it mean?
Premium Products Begin to Emerge
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- Key issues
- Improved quality driving increased consumer spending
- Product price and the premium shift
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- Figure 47: Average unit price per kg for snacks, by sector, 2007-11
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- Figure 48: Attitudes towards bulk and discount buying of snacks, December 2011
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- Figure 49: Average snacks product prices, by sector, 2008-11
- A miscellany of premium features
- Premiumisation through packaging
- Special-occasion gift packs
- What does it mean?
Future of the Snacks Market in China
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- The market will slow but remain strong
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- Figure 50: China – Forecast volume market for snacks, 2006-16
- Figure 51: China – Forecast value market for snacks, 2006-16
- The industry will continue to consolidate
- Consumers will respond to more targeted marketing
Appendix – Market Data
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- Figure 52: Value sales of snack foods in China, 2011
- Figure 53: Market size, value 2007-11
- Figure 54: Snack market size, volume, 2007-11
- Figure 55: Snack market size, value, 2007-11
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- Figure 56: Snack market share, 2009-11
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Appendix – New Product Launches
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- Figure 57: Proportion of new product launches by snack category, 2006-11
- Figure 58: Top 10 health claims by new product launches, 2009-11
- Figure 59: New product launch type, 2006-11
- Figure 60: % of ’healthy ingredient’ new product launches, 2006-11
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- Figure 61: New product launch claims, 2006-11
- Figure 62: New product launches, by company, 2009-11
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Appendix – Consumer – Consumption Habits
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- Figure 63: Frequency of eating snacks, December 2011
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- Figure 64: Frequency of eating snacks, December 2011
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- Figure 65: Location of eating snacks, December 2011
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- Figure 66: Location of eating snacks, by demographics, December 2011
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- Figure 67: Time of day snacks are typically eaten, by demographics, December 2011
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- Figure 68: Time of day snacks are typically eaten, December 2011
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- Figure 69: Frequency of eating snacks, by time of day snacks are typically eaten, December 2011
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- Figure 70: Most popular frequency of eating any snacks, by demographics, December 2011
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- Figure 71: Next most popular frequency of eating any snacks, by demographics, December 2011
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- Figure 72: Most popular frequency of eating nuts, by demographics, December 2011
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- Figure 73: Next most popular frequency of eating nuts, by demographics, December 2011
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- Figure 74: Most popular frequency of eating seeds, by demographics, December 2011
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- Figure 75: Next most popular frequency of eating seeds, by demographics, December 2011
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- Figure 76: Most popular frequency of eating preserved fruits, by demographics, December 2011
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- Figure 77: Next most popular frequency of eating preserved fruits, by demographics, December 2011
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- Figure 78: Most popular frequency of eating meat snacks, by demographics, December 2011
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- Figure 79: Next most popular frequency of eating meat snacks, by demographics, December 2011
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- Figure 80: Most popular frequency of eating dried fish/seafood snack, by demographics, December 2011
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- Figure 81: Next most popular frequency of eating dried fish/seafood snack, by demographics, December 2011
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- Figure 82: Most popular frequency of eating potato chips, by demographics, December 2011
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- Figure 83: Next most popular frequency of eating potato chips, by demographics, December 2011
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- Figure 84: Most popular frequency of eating rice-based snacks, by demographics, December 2011
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- Figure 85: Next most popular frequency of eating rice-based snacks, by demographics, December 2011
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- Figure 86: Most popular frequency of eating other puffed foods, by demographics, December 2011
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- Figure 87: Next most popular frequency of eating other puffed foods, by demographics, December 2011
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Appendix – Consumer– Purchasing Habits
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- Figure 88: Source of buying snacks, December 2011
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- Figure 89: Most popular source of buying snacks, by demographics, December 2011
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- Figure 90: Next most popular source of buying snacks, by demographics, December 2011
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- Figure 91: Average weekly spending on snack, December 2011
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- Figure 92: Brands of potato chips ever bought in the last 3 months, December 2011
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- Figure 93: Brands of potato chips ever bought in the last 3 months, by most popular frequency of potato chips, December 2011
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- Figure 94: Brands of potato chips ever bought in the last 3 months, by next most popular frequency of potato chips, December 2011
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- Figure 95: Brands of potato chips bought most often, December 2011
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- Figure 96: Brands of potato chips bought most often, by most popular brands of potato chips bought second most often, December 2011
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- Figure 97: Brands of potato chips bought most often, by next most popular brands of potato chips bought second most often, December 2011
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- Figure 98: Most popular brands of potato chips ever bought in the last 3 months, by demographics, December 2011
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- Figure 99: Next most popular brands of potato chips ever bought in the last 3 months, by demographics, December 2011
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- Figure 100: Most popular brands of potato chips bought most often, by demographics, December 2011
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Appendix – Consumer – Attitudes
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- Figure 101: Attitudes towards snacks consumption, December 2011
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- Figure 102: Most popular attitudes towards snacks consumption, by demographics, December 2011
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- Figure 103: Next most popular attitudes towards snacks consumption, by demographics, December 2011
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- Figure 104: Agreement with the statements ‘I try to avoid snacks with artificial ingredients’ and ‘I try to limit the amount of snacks I eat’, by demographics, December 2011
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- Figure 105: Agreement with the statements ‘I eat them as a meal replacement’ and ‘I tend to buy in bulk to save money’, by demographics, December 2011
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- Figure 106: Agreement with the statements ‘I trust Chinese branded snacks more than foreign brands’ and ‘I tend to buy what’s on special offer’, by demographics, December 2011
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- Figure 107: Agreement with the statements ‘I prefer fried over non-fried snacks’ and ‘I tend to avoid MSG when buying snacks’, by demographics, December 2011
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Appendix – Repertoire Analysis
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- Figure 108: Repertoire of brands of potato chips every bought in the last 3 months, December 2011
- Figure 109: Repertoire of brand preference, by demographics, December 2011
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Appendix – Cluster Analysis
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- Figure 110: Target groups, December 2011
- Figure 111: Target groups, by demographics, December 2011
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- Figure 112: Frequency of eating snacks, by target groups, December 2011
- Figure 113: Location of eating snacks, by target groups, December 2011
- Figure 114: Time of day snacks are typically eaten, by target groups, December 2011
- Figure 115: Source of buying snacks, by target groups, December 2011
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- Figure 116: Brands of potato chips ever bought in the last 3 months, by target groups, December 2011
- Figure 117: Attitudes towards snacks consumption, by target groups, December 2011
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