Table of Contents
Executive Summary
-
- The market
- Market to maintain steady growth
-
- Figure 2: Forecast of market value of packaged bakery products, China, 2021
- Changing health attitudes and pace of life brings opportunity
- Companies and brands
- Highly fragmented market with leading players shrinking
- Competitive edge lies in building strong SKUs for emerging brands
-
- Figure 3: Leading companies’ value share of packaged bakery products, China 2019-20
- The consumer
- Short shelf-life packaged bakery in the spotlight
-
- Figure 4: Impact of COVID-19 on consumption, 2021
- Fresh, delicious and clean label are typical images of short shelf-life products
-
- Figure 5: Perception of short shelf-life bakery products, 2021
- Indulgent packaged bakery products are less favoured
-
- Figure 6: Consumption trends, 2021
- Product attributes take precedence over word of mouth
-
- Figure 7: Purchase factors, 2021
- Creamy and fluffy are safe choices, trendy tastes can be highlighted with ingredients and sensation
-
- Figure 8: Taste preferences, 2021
- Consumers skew towards added ingredients for tasty
-
- Figure 9: Attitudes towards taste and healthy innovation, 2021
- What we think
Issues and Insights
-
- Specialising in children’s packaged bakery with fun and nutrition
- The facts
- The implications
-
- Figure 10: Holiland × Little Pony Airy Cheesecake, China, 2020
- Figure 11: Kracie DIY Candy for Kids Taiyaki & Odango, Japan, 2021
- Traditional pastries are sources of product innovation
- The facts
- The implications
-
- Figure 12: Xuan Ma Low-Sugar Egg Yolk Puff, China, 2020
-
- Figure 13: Top 10 flavours of packaged bakery products launches, China, July 2016 - June 2021
- Figure 14: Examples of Chinese pastry products, China, 2021
- Figure 15: Lu Xi He Chilled Mung Bean Cake, China, 2021
-
- Figure 16: Cycle&Cycle × Häagen-Dazs icy bread, China, 2020
- Wholegrain bakery products can serve as a staple food replacement
- The facts
- The implications
Market Size and Forecast
-
- Market value will continue to trend upwards
-
- Figure 17: Forecast of market value of packaged bakery products, China, 2021
- Figure 18: Market value of bread/bread products and cakes/pastries/sweet foods, China, 2015-20
Market Factors
-
- Concerns around overweight imply dietary adjustments
- Short shelf-life packaged bakery products squeeze the consumption of freshly made bakery products
- Busy working mornings bring opportunity
Market Share
-
- Dali retains leading position but continues shrinking
- Toly’s reliance on offline channels hinders growth
-
- Figure 19: Product preference at different channels for short and medium/long shelf-life, 2021
- Orion’s product innovation fuels sales growth
-
- Figure 21: Leading companies’ value share of packaged bakery products, China 2019-20
Marketing Activities
-
- Premiumisation through external co-branding and internal upgrading
- Co-brand with premium brands
-
- Figure 22: Hema co-branding with Daddy Sweety Jungle Banana Toast, China, 2020
- Figure 23: Price of Daddy Sweety Bakery Houses Products, China, 2021
- Utilise quality raw materials to bolster authenticity
-
- Figure 24: Holiland Grape Soft Toast, China, 2020
- Figure 25: FamilyMart Japanese Raw Toast, China, 2021
- Single SKU and strong brand IP arouse consumers’ awareness
-
- Figure 26: Image of IP from Xiao Bai Xin Li Ruan, China, 2020
- Figure 27: Social media account of IP Xuan Ma Xiao Su Su, China, 2021
- Convenience stores adopting trendy bakery products for themselves
-
- Figure 28: Examples of FamilyMart dessert, China, 2021
New Product Trends
-
- Wholewheat bread becomes key carrier of healthy claims
-
- Figure 29: Trend of wholegrain and related claims, China, 2021
- Figure 30: Examples of healthy diet brands communicate real wholewheat claim, China, 2021
-
- Figure 31: Examples of wholewheat products, China, 2021
- Flour revolution for low-carbohydrates
-
- Figure 32: Examples of packaged bakery with flour alternatives, China, 2021
- Figure 33: Topvalu Hitotoki Sweets Oishisa To Toshitsu No Balance Maple Doughnut, Japan, 2020
- Being better-for-you by fortifying nutrition
-
- Figure 34: Examples of packaged bakery products with fortified nutrition, China, 2021
Impact of COVID-19 on Consumption
-
- COVID-19 triggers more consumption of short shelf-life bakery products
-
- Figure 35: Impact of COVID-19 on consumption, 2021
-
- Figure 36: Hema ri ri xian sea salt bread, China, 2019
- Children drive household consumption of freshness
-
- Figure 37: Impact of COVID-19 on consumption – consumers who have eaten more, by marital status, 2021
- Youngsters prefer medium/long shelf-life products
-
- Figure 38: Impact of COVID-19 on consumption – consumers who have eaten more, by age group, 2021
Perception of Short Shelf-life Bakery Products
-
- Fresh, delicious and clean label are prevalent perceptions
-
- Figure 39: Perception of short shelf-life bakery products, 2021
- Stimulating sensations through marketing
-
- Figure 40: Perception of short shelf-life bakery products with good smell, by age group, 2021
-
- Figure 41: KFC's promotion for pickle chicken sandwich, China, 2021
- Figure 42: Examples of Tous Les Jours cooperation with ASMR influencers, China, 2021
- Short shelf-life represents good quality products for consumers with kids
-
- Figure 43: Perception of short shelf-life bakery products, by marital status, 2021
- Young consumers worry about food waste
-
- Figure 44: Perception of short shelf-life bakery products on selected perception, by age group, 2021
Consumption Trends
-
- Packaged cakes and pastries are cooling down
-
- Figure 45: Consumption trends, 2021
- Consumption frequency of bread with fillings fluctuating
-
- Figure 46: Consumption trends – haven’t eaten it in the last 3 months for bread with fillings, by age groups, 2021
Purchase Factors
-
- Freshly baked flavours worth communicating
-
- Figure 47: Purchasing factors, 2021
- Product attributes are prioritised over word of mouth
- High-tier cities and people over 30 pay more attention to nutritional value
-
- Figure 48: Purchase factors for nutritional value, by city tier, 2021
-
- Figure 49: Purchase factor for nutritional value, by age group, 2021
Taste Preferences
-
- Creamy and fluffy have the highest acceptance rates
-
- Figure 50: Taste preferences, 2021
-
- Figure 51: Examples of different product innovation around creamy or fluffy taste, 2021
- Glutinous and refreshingly sweet are booming
-
- Figure 52: Examples of popularity of glutinous taste on social media, China, 2021
- Figure 53: Taste preferences of not selected for refreshingly sweet, by city tier, 2021
Attitudes Towards Taste and Healthy Innovation
-
- Added ingredients win consumers’ affinity in taste
-
- Figure 54: Attitudes towards taste and healthy innovation, 2021
- Natural ingredients represent good flavour
-
- Figure 55: Attitude towards taste and healthy innovation – would make the product more delicious for added fruit, by city tier, 2021
- Figure 56: Lotte Omotenashi Choco Pie Amaou Strawberry Chocolate Cake Pie, China, 2021
- Sugar reduction seen to be at the expense of taste
-
- Figure 57: Attitudes towards taste and healthy innovation – would make the product less tasty for sugar related innovation, by age groups, 2021
- Probiotics can be tasty
-
- Figure 58: Attitudes towards taste and healthy innovation – would make the product more tasty for added probiotics, by personal income and generation groups, 2021
- Wholewheat arouses concerns about taste
-
- Figure 59: Attitudes towards taste and healthy innovation – would make the product less tasty for made with whole wheat, by gender and age, 2021
-
- Figure 60: Examples of improved fermentation technique, China, 2021
Appendix – Market Size and Forecast
-
-
- Figure 61: Total retail value sales and forecast of packaged Bakery products, China, 2015-2025
-
Appendix – Methodology and Abbreviations
-
- Methodology
- Abbreviations
Back to top