Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total China biscuit market retail, by volume, 2008-18
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- Figure 2: Total China biscuit market retail, by value, 2008-18
- Figure 3: Total China biscuits retail sales and share, by volume (000tonnes) and value (RMB Bn), by segment, 2013
- Companies and brands
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- Figure 4: Top biscuits companies in China, volume share, 2012 and 2013
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- Figure 5: Top biscuits companies in China, value share, 2012 and 2013
- The consumer
- Usage of and preference towards different types of biscuits
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- Figure 6: Frequency of eating different types of biscuits, December 2013
- Occasions for eating biscuits
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- Figure 7: Occasions for eating biscuits, December 2013
- Important factors when purchasing biscuits
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- Figure 8: Important factors when purchasing biscuits, December 2013
- Biscuit purchase and usage habits
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- Figure 9: Biscuit purchase and usage habits, December 2013
- Attitudes towards biscuits
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- Figure 10: Attitude towards biscuits, December 2013
- Key trends
- Exploring new flavours
- Capitalise on the healthy eating trend
- High-satiety products key to growth in savoury biscuit segment
- What we think
The Market
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- Key points
- Market size and forecast
- China’s biscuit market is growing steadily
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- Figure 11: China biscuit market, retail volume and value sales, 2008-18
- There is room for further increase in biscuit consumption
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- Figure 12: Top 10 biscuit markets, by annual per capita volume consumption (KG), retail only, 2013
- Growth is forecast to continue
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- Figure 13: Total China biscuit market retail, by volume, 2008-18
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- Figure 14: Total China biscuit market retail, by value, 2008-18
- Market segmentation
- By purpose of usage
- By taste
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- Figure 15: Volume and value of China biscuit market, by segment, 2008-13
- Market drivers and barriers
- Drivers
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- Figure 16: Annual growth in GPD and income (urban/rural residents), China, 2006-13
- Potential barrier
Companies and Brands
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- Key points
- Brand share
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- Figure 17: Leading companies’ market shares in the China retail biscuit market, by volume, 2011-13
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- Figure 18: Leading companies’ market shares in the China retail biscuit market, by value, 2011-13
- Advertising and innovation
- Interaction and engagement with kids
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- Figure 19: Examples of biscuit innovations positioned for children 5-8, China, 2013-14
- Fusion of biscuits and other snacks
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- Figure 20: Examples of biscuit innovations using other snacking food as ingredients, China, 2013-14
- Companies
- Mondelēz International, Inc.
- Tingyi Holdings Ltd.
- Nestlé S.A.
- Guangdong Jiashili Food Group Co., Ltd.
- Garden Food Trade Co., Ltd.
- Want Want China Holdings Limited
- Shanghai Ezaki Glico Foods Co., Ltd.
The Consumer – Usage of and Preference Towards Different Types of Biscuits
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- Key points
- Consumers are used to eating different types of biscuits
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- Figure 21: Frequency of eating different types of biscuits, December 2013
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- Figure 22: Types of biscuits consumers are most interested in having, December 2013
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- Figure 23: Types of biscuits consumers are most interested in having, by gender and age, December 2013
The Consumer – Occasions for Eating Biscuits
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- Key points
- Consumers eat biscuits on a variety of occasions and for different purposes
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- Figure 24: Occasions for eating biscuits, December 2013
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- Figure 25: Occasions for eating biscuits, by income and city tier, December 2013
The Consumer – Important Factors When Purchasing Biscuits
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- Key points
- Taste is the most important purchase driver, followed by safety and health
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- Figure 26: Important factors when purchasing biscuits, December 2013
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- Figure 27: Important factors when purchasing biscuits, by age, December 2013
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- Figure 28: Important factors when purchasing biscuits, by income and city tier, December 2013
The Consumer – Biscuit Purchase and Usage Habits
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- Key points
- Biscuits are commonly bought for sharing
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- Figure 29: Biscuit purchase and usage habits, December 2013
- Scope to increase the usage of biscuits as a gift
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- Figure 30: Festive food bought as a gift in the past 12 months, June 2013
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- Figure 31: Biscuit purchase and usage habit, by income and city tier, December 2013
The Consumer – Attitudes Towards Biscuits
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- Key points
- Consumers look for new and indulgent biscuits
- Demand for healthy biscuits grows
- Safety concerns are yet to be eliminated
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- Figure 32: Attitudes towards biscuits, December 2013
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- Figure 33: Attitudes towards biscuits, by income and city tier, December 2013
Key Issue – Exploring New Flavours
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- Key points
- Scope for flavour innovations
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- Figure 34: New biscuit flavour components, China, 2011-14 (February)
- Opportunities for exotic flavours
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- Figure 35: Agreement with the statement “I like to try food and drink product in new exotic flavours”, by demographics, China, December 2012
- Figure 36: Types of cuisine eaten at full-service restaurants in the past 12 months, August 2012
- Experimentation with complex flavours
- Adapting dish flavours for savoury biscuits
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- Figure 37: Examples of dish flavoured biscuits, US
- Adapting dessert flavours to sweet biscuits
- What does it mean?
Key Issue – Capitalise on the Healthy Eating Trend
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- Key points
- Addressing consumers’ health concerns is key to future growth of the biscuit market
- Natural ingredients to provide health-enhancing benefits
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- Figure 38: Ingredients consumers are most likely to choose, China, December 2012
- Fortifying benefits
- Suitable for those suffering from chronic diseases
- Energy-boosting properties
- Beauty and weight control benefits
- Natural sweeteners to improve safety perceptions
- What does it mean?
Key Issue – High-satiety Products Key to Growth in Savoury Biscuit Segment
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- Key points
- Savoury biscuit segment is growing at a slower pace
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- Figure 39: Proportion of new product launches in the China biscuit market, by sub-category, 2009-13
- Growing savoury biscuits through emphasising “high satiety”
- Growing savoury biscuits through emphasising “healthiness”
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- Figure 40: New biscuit health-related claims, by sub-category in selected markets, % amongst total new product launches, Jan 2012- Mar 2014
- What does it mean?
Appendix – Market Size
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- Figure 41: China biscuit market, retail volume and value sales, 2008-18
- Figure 42: China biscuit market, retail volume and value sales, by segment, 2008-18
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Appendix – Frequency of Eating Different Types of Biscuits
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- Figure 43: Frequency of eating different types of biscuits, December 2013
- Figure 44: Frequency of eating different types of biscuits, December 2013
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Appendix – Types of Biscuits Consumers Are Most Interested in Having
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- Figure 45: Types of biscuits consumers are most interested in having, December 2013
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- Figure 46: Most popular types of biscuits consumers are most interested in having, by demographics, December 2013
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- Figure 47: Next most popular types of biscuits consumers are most interested in having, by demographics, December 2013
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- Figure 48: Other types of biscuits consumers are most interested in having, by demographics, December 2013
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Appendix – Occasions for Eating Biscuits
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- Figure 49: Occasions for eating biscuits, December 2013
- Figure 50: Most popular occasions for eating biscuits, by demographics, December 2013
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- Figure 51: Next most popular occasions for eating biscuits, by demographics, December 2013
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Appendix – Important Factors When Purchasing Biscuits
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- Figure 52: Important factors when purchasing biscuits, December 2013
- Figure 53: Most popular important factors when purchasing biscuits – Rank 1, by demographics, December 2013
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- Figure 54: Next most popular important factors when purchasing biscuits – Rank 1, by demographics, December 2013
- Figure 55: Other important factors when purchasing biscuits – Rank 1, by demographics, December 2013
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Appendix – Biscuit Purchase and Usage Habits
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- Figure 56: Biscuit purchase and usage habit, December 2013
- Figure 57: Most popular biscuit purchase and usage habits, by demographics, December 2013
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- Figure 58: Next most popular biscuit purchase and usage habits, by demographics, December 2013
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Appendix – Attitudes Towards Biscuits
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- Figure 59: Attitudes towards biscuits, December 2013
- Figure 60: Agreement with the statement ‘Eating fewer biscuits is beneficial for weight control’, by demographics, December 2013
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- Figure 61: Agreement with the statement ‘Biscuits are a good replacement to staple food when trying to lose weight’, by demographics, December 2013
- Figure 62: Agreement with the statement ‘Biscuits are a nice treat to have’, by demographics, December 2013
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- Figure 63: Agreement with the statement ‘I would like to be the first to try a new biscuit product’, by demographics, December 2013
- Figure 64: Agreement with the statement ‘It is sociable to share biscuits with others’, by demographics, December 2013
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- Figure 65: Agreement with the statement ‘Biscuits of international brands are safer to eat than China’s own brands’, by demographics, December 2013
- Figure 66: Agreement with the statement ‘Imported biscuits taste better than domestically produced ones’, by demographics, December 2013
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- Figure 67: Agreement with the statement ‘Biscuits in an appealing package are worth paying more for’, by demographics, December 2013
- Figure 68: Agreement with the statement ‘Biscuits with fortified nutrients are worth paying more for’, by demographics, December 2013
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- Figure 69: Agreement with the statement ‘Biscuits with unique fillings/coatings are worth paying more for’, by demographics, December 2013
- Figure 70: Agreement with the statement ‘Biscuits with lower energy are worth paying more for’, by demographics, December 2013
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