Table of Contents
Introduction
-
- Definition
- Methodology
- Abbreviations
Executive Summary
-
- The market
- Market size and forecast
-
- Figure 1: Retail market volume size of biscuits, China, 2009-19
-
- Figure 2: Retail market value size of biscuits, China, 2009-19
- Market segmentation
-
- Figure 3: Volume share of total biscuits retail market, by segment, 2014
- Companies and brands
-
- Figure 4: Value share of biscuits retail market, by company, China, 2013 and 2014
- The consumer
- Favourite biscuit brand
-
- Figure 5: Favourite biscuit brand, November 2014
- Average monthly spending on biscuits
-
- Figure 6: Average monthly spending on biscuits, November 2014
- Consumer perceptions of savoury and sweet biscuits
-
- Figure 7: Consumer perceptions of savoury and sweet biscuits, November 2014
- Interest in biscuit flavours
-
- Figure 8: Interest in biscuit flavours, November 2014
- Important factors in buying biscuits as a gift
-
- Figure 9: Important factors in buying biscuits as a gift, November 2014
- Attitudes towards and purchase behaviours of biscuits
-
- Figure 10: Attitudes towards and purchase behavious of biscuits, November 2014
- Key issues
- Do men have a sweeter tooth than women?
- How to use savoury biscuits to increase usage at on-the-go occasions?
- Is biscuit with food therapy concept a trend to sustain or a fad?
- What we think
Issues and Insights
-
- Do men have a sweeter tooth than women?
- The facts
- The implications
-
- Figure 11: Examples of biscuit innovations with functional benefits, US and Brazil, 2013-14
- Figure 12: Examples of sweet biscuits targeting men, France, Australia and Portland, 2012-14
- How to use savoury biscuits to increase usage at on-the-go occasions?
- The facts
- The implications
-
- Figure 13: Example of cereal bar packaging innovation that is easy to open, France, 2013
- Is biscuit with food therapy concept a trend to sustain or a fad?
- The facts
- The implications
Trend Application
-
- Minimise Me
- Sense of Intense
- Make it Mine
-
- Figure 14: Examples of candy kit that can be customised with a candy writing pen, Canada, 2014
Market Size and Forecast
-
- Key points
- Growth opportunities come from increasing usage at less common occasions and consumers trading up
-
- Figure 15: Biscuits retail market volume and value sizes, China, 2009-14
- Biscuit market feels pressure from other snacks categories
-
- Figure 16: Retail market volume growth, by snack category, China, 2010-14
- Value growth greatly slowed down in 2014 due to a steadier price rise
-
- Figure 17: Growth rate of producer price index of selected crops, China, 2010-13
- Key market drivers
- Consumers’ strong willingness to trade up to more premium imported variants
-
- Figure 18: Imported biscuits, by volume, China, 2011-14
- Figure 19: Top five countries/regions that China imported most biscuits from, by volume, 2014
- Busier lifestyles of consumers lead to greater demand for biscuit consumption to fill hunger
- The fast-growing online retailing enables smaller brands to reach more consumers in lower tier cities
- Market volume size forecast to grow at steady pace
-
- Figure 20: Retail market volume size of biscuits, China, 2009-19
- Figure 21: Retail market value size of biscuits, China, 2009-19
- Forecast methodology
Market Segmentation
-
- Key points
- Sweet biscuits held greater share in the market
-
- Figure 22: Volume share of total biscuits retail market, by segment, 2014.
- A shift in consumer demand towards snacking led to more active NPD in sweet biscuits
-
- Figure 23: Biscuits retail market volume sizes, by segment, China, 2009-14
- Sweet biscuit market is expected to grow slightly faster leveraging its advantage over indulgent snacking
-
- Figure 24: Biscuits retail market volume sizes, by segment, China, 2014-19
Market Share
-
- Key points
- The biscuit market is quite fragmented
-
- Figure 25: Value and volume share of biscuits retail market, by company, China, 2013 and 2014
- Mondelēz and Tingyi had a slump in shares signalling a declined consumer preference over sandwich biscuits
- Orion came in third position in value share with more specific demographic targeting
- Domestic brand Jiashili felt greater pressure from premium brands
Who’s Innovating?
-
- Key points
- Consumers demand more flavoured biscuits
-
- Figure 26: Share of top flavours of biscuits, China, February 2012-January 2015
- Smaller unit pack size packaging takes a rise
-
- Figure 27: Share of biscuits with small unit pack size, China, February 2011-January 2015
- Coarse grain and wheat bran are emerging ingredients in biscuits
-
- Figure 28: Share of biscuits claiming coarse grain and/or wheat bran, China, February 2012-January 2015
- JZJT launched Hou Gu Biscuits, leveraging the popularity of TCM concept
- Opportunities to develop biscuits with food therapy concept
- Oreo launched Delight Thin Series in China
- Oreo launched Red Velvet Sandwich Biscuit limited edition in the US for Valentine’s Day
Companies and Brands
-
- Mondelēz International
- Latest developments
- Orion Group
- Latest developments
- Tingyi Holdings Limited
- Latest developments
- Jiangzhong Group
- Dali Group
- Mayora Group
The Consumer – Favourite Biscuit Brand
-
- Key points
- Oreo has a clear lead in consumer preference, followed by Master Kong and Hao Chi Dian
-
- Figure 29: Favourite biscuit brand, November 2014
-
- Figure 30: Selected favourite biscuit brand, by gender and age, November 2014
- Foreign brands are more favoured in tier one cities
-
- Figure 31: Selected favourite biscuit brand, by city tier and region, November 2014
- Local brands achieve higher preference in Southern cities like Guangzhou and Zhanjiang
- Imported biscuit brands are more popular in tier one cities
The Consumer – Average Monthly Spending on Biscuits
-
- Key points
- Classification of consumer groups based on average spending and monthly household income
-
- Figure 32: Average monthly spending on biscuits, November 2014
-
- Figure 33: Definition of Low/Mid/High-MHI groups
- Women in their 30s are most generous spenders
-
- Figure 34: Average monthly spending on biscuits, by gender and age and monthly household income, November 2014
- Income drives biscuit spending
-
- Figure 35: Agreement on selected consumer purchase behaviours statements, by average monthly spending on biscuits, November 2014
- Consumers in Chengdu, Zhanjiang and Guangzhou tend to spend more
-
- Figure 36: Average monthly spending on biscuits, by city, November 2014
The Consumer – Consumer Perceptions of Savoury and Sweet Biscuits
-
- Key points
- Sweet biscuit market needs to catch up with healthier variants
-
- Figure 37: Consumer perceptions of savoury and sweet biscuits, November 2014
-
- Figure 38: Share of new biscuit product launches, by segment, China, February 2014-January 2015
-
- Figure 39: Share of new product launches of sweet biscuits, China, UK and US, February 2014-January 2015
- Savoury biscuit is weaker in flavour variety and dry taste
- Use different flavour type to capitalise hunger-filling occasion by city tier
-
- Figure 40: Agreement on “suitable for filling hunger”, by city tier, November 2014
The Consumer – Interest in Biscuit Flavours
-
- Key points
- Chocolate and milk garner the highest level of interest
-
- Figure 41: Interest in biscuit flavours, November 2014
-
- Figure 42: Share of selected flavours in new product launches, China, Japan, UK and US, February 2013-January 2015
- Young consumers prefer fruit flavours while older consumers prefer nut flavours
-
- Figure 43: Interest in selected biscuit flavours, by age, November 2014
- Females are more interested in hazelnut, raspberry and caramel while males prefer milk and honey
-
- Figure 44: Interest in selected biscuit flavours, by gender, November 2014
- Peanut butter, hazelnut and raspberry can sustain higher price points
-
- Figure 45: Interest in selected biscuit flavours, by monthly personal income, November 2014
The Consumer – Important Factors in Buying Biscuits as a Gift
-
- Key points
- Food safety, health benefits and brand are top consideration factors for gifting
-
- Figure 46: Important factors in buying biscuits as a gift, November 2014
- Different demographic groups value different product features
-
- Figure 47: Selected important factors in buying biscuits as a gift, by age, November 2014
- Over-35s are more conscious of naturalness
- Use premium ingredients to target the older gift buyers
- Young consumers in their 20s are more interested in customisation
- Play around with ingredients to premiumise the offering
-
- Figure 48: Selected important factors in buying biscuits as a gift, by monthly personal income, November 2014
The Consumer – Attitudes towards and Purchase Behaviours of Biscuits
-
- Key points
- Make texture features clear in biscuit name and marketing
-
- Figure 49: Attitudes towards biscuits, November 2014
- Enhance taste perception of coarse grain and wheat bran biscuits
- Make it “human”
- Men in their 30s like sweet biscuits better
-
- Figure 50: Agreement with “I prefer sweet biscuits to savoury ones”, by gender and age, December 2013 and November 2014
- Buying from bakeries and cafés is more popular among young consumers aged 20-24
-
- Figure 51: Purchase behaviours of biscuits, November 2014
- Biscuits still considered a good gift option, particularly in Eastern and Southern regions
Appendix – Market Size and Forecast
-
-
- Figure 52: Retail market volume size of biscuits, China, 2009-19
- Figure 53: Retail market value size of biscuits, China, 2009-19
-
Appendix – Market Segmentation
-
-
- Figure 54: Retail market volume size of savoury biscuits, China, 2009-19
- Figure 55: Retail market volume size of sweet biscuits, China, 2009-19
- Figure 56: Retail market value size of savoury biscuits, China, 2009-19
- Figure 57: Retail market value size of sweet biscuits, China, 2009-19
-
Back to top