Table of Contents
Introduction
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- In this report we answer the key questions:
- Definition and report coverage
- Methodology
Executive Summary
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- Market drivers, trends, innovations
- Healthy grains and oats are gaining traction
- Experiential consumption
- The consumer
- Upscale taste
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- Figure 1: Eating at different venues, July 2014
- Strong flavoured dishes are hard to replicate in home cooking
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- Figure 2: Interest in food preparation methods, July 2014
- Proud of local culture and specialities
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- Figure 3: Interest in Chinese cuisines, July 2014
- Interest in affordable global culinary
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- Figure 4: Interest in international cuisines, July 2014
- Target groups overview
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- Figure 5: Target groups, July 2014
- Customisation leads to more healthy dining
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- Figure 6: Factors influencing purchase decision in restaurants, July 2014
- Exclusiveness
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- Figure 7: Attitudes towards eating habit, July 2014
- Glossary of goodness and the right nutrition for different period
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- Figure 8: Interest in benefits from daily diet, July 2014
- What we think
Issues and Insights
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- Original and uniqueness gives ethnic foodservice operators an edge
- The facts
- The implications
- Light portions, light flavours and veggies to feed the demand of sophisticated Chinese women
- The facts
- The implications
- How to target Chinese men as rising causal diners
- The facts
- The implications
- Farm to table trend and seasonal elements for wealthier diners
- The facts
- The implications
Trend Applications
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- Trend: Guiding Choice
- Trend: Make it Mine
- Trend: The Big Issue
Market Drivers, Trends and Innovations
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- Key points
- Overview of current restaurant trends in China
- Western-style
- Chinese-style
- Asian-style
- Burger and pizza trends – the rise of artisan restaurants
- The modern hypothesis: Rainbow clan (balanced lifestyle)
- Healthy grains and oats are gaining traction
- Attractive health food labels (with functional and nutritional benefits)
- Moving towards fragmentation and character-driven
- Eco-friendly marketing and sustainable lifestyle elements to re-energise foodservice image
- Seasonable ingredients for menu innovation - farm to table trend
- Fusion trend – East meets West
- Fashion brands crossover
- O2O (online to offline) development
- Digital marketing strategies
- Experiential consumption
The Consumer – Eating at Different Venues
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- Key points
- Upscale taste
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- Figure 9: Eating at different venues, July 2014
- Chinese-style for men, foreign-style for women
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- Figure 10: Eating at different venues – Fine dining, by demographics, July 2014
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- Figure 11: Eating at different venues – Other restaurants, by demographics, July 2014
- Nutritious, delicious and fast
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- Figure 12: Eating at different venues – casual dining, by monthly personal and household income, July 2014
The Consumer – Interest in Food Preparation Methods
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- Key points
- Strong flavoured dishes are hard to replicate in home cooking
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- Figure 13: Interest in food preparation methods, July 2014
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- Figure 14: Next most popular interest in food preparation method – Eating out, by gender and age, July 2014
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- Figure 15: Agreement with the statement ‘Dishes with strong flavours that are seldom cooked at home are more worthy of ordering when eating out’, by monthly personal incomes, July 2014
- Steamed and boiled dishes make the affluent and parents tick
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- Figure 16: Interest in steamed and boiled preparation methods, by demographics, July 2014
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- Figure 17: Interest in steamed preparation methods, by city, July 2014
- Popularity of coffee shops made baked goods peak among women
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- Figure 18: Interest in baked preparation methods and eating at different venues – coffee shops, by gender and age, July 2014
The Consumer – Interest in Chinese Cuisines
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- Key points
- Proud of local culture and specialities
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- Figure 19: Interest in Chinese cuisines, July 2014
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- Figure 20: Most popular interest in Chinese cuisines – Rank 1, by demographics, July 2014
- Fusion elements to gain local acceptance
- Does fish outweigh meat and poultry?
- Cantonese culinary – a mix of Western and oriental taste
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- Figure 21: Interest in benefits from daily diet, by interest in Chinese cuisines, and interest in benefits from daily diet, July 2014
- The problems of Vegetarian dishes
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- Figure 22: Interest in benefits from daily diet, by interest in Chinese cuisines, and Factors influencing purchase decision in restaurants, July 2014
The Consumer – Interest in International Cuisines
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- Key points
- Interest in affordable global culinary
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- Figure 23: Interest in international cuisines, July 2014
- Japanese cuisines and the Korean influence
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- Figure 24: Interest in international cuisines – Asian cuisines, by demographics, July 2014
- How do European cuisines roll out in tier two and three cities?
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- Figure 25: Interest in international cuisines – Italian, Spanish, German, by demographics, July 2014
- Time for Greek, Spanish and Vietnamese eateries
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- Figure 26: Interest in international cuisines – Greek, Spanish, Vietnamese, by gender and age, July 2014
- American cuisine – Brazilian and Mexican roll out in street food format
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- Figure 27: Interest in international cuisines – Brazilian and Mexican, by demographics, July 2014
The Consumer – Target Groups Overview
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- Figure 28: Target groups, by demographics, July 2014
- Traditional Eaters
- Rising Casual Diners
- Adventurous Foodies
- Affluent Class
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The Consumer – Factors Influencing Purchase Decision in Restaurants
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- Key points
- Customisation leads to more healthy dining
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- Figure 29: Factors influencing purchase decision in restaurants, July 2014
- Mix and match creates sophisticated flavours for Adventurous Foodies
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- Figure 30: Factors influencing purchase decision in restaurants, by target groups, July 2014
- Seasonal for the affluent
- Men need more guidance on food choices
The Consumer – Attitude towards Eating Habit
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- Key points
- Exclusiveness
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- Figure 31: Attitudes towards eating habit, July 2014
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- Figure 32: Agreement with the statement “dishes with authentic/traditional flavour taste better than fusion food (eg Pad Thai made with Italian noodles) by monthly personal income, July 2014
- Less is more
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- Figure 33: Agreement with the statement “Ordering dishes with smaller portions (eg a smaller set meal set, main course of half portion) is better for the health, by gender and age, July 2014
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- Figure 34: Attitudes towards eating habit, by target groups, July 2014
- Digital platforms engage with dining experience
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- Figure 35: Attitudes towards eating habit, by gender and age, July 2014
The Consumer – Interest in Benefits from Daily Diet
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- Key points
- Glossary of goodness and the right nutrition for different period
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- Figure 36: Interest in benefits from daily diet, July 2014
- Skincare and beauty matters
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- Figure 37: Interest in benefits from daily diet, by target groups, July 2014
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- Figure 38: Interest in benefits from daily diet, by target groups, July 2014
- Catering for men
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- Figure 39: Interest in benefits from daily diet, by gender and age, July 2014
Appendix – The Consumer – Dining Habits
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- Figure 40: Eating at different venues, July 2014
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- Figure 41: Eating at different venues – Casual dining, by demographics, July 2014
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- Figure 42: Eating at different venues – Fine dining, by demographics, July 2014
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- Figure 43: Eating at different venues – Other restaurants, by demographics, July 2014
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- Figure 44: Eating at different venues – Other situation, by demographics, July 2014
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Appendix – The Consumer – Eating Habits
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- Figure 45: Interest in food preparation methods, July 2014
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- Figure 46: Most popular interest in food preparation method – Eating out, by demographics, July 2014
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- Figure 47: Next most popular interest in food preparation method – Eating out, by demographics, July 2014
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Appendix – The Consumer – Dining Habits
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- Figure 48: Interest in Chinese cuisines, July 2014
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- Figure 49: Most popular interest in Chinese cuisines – Rank 1, by demographics, July 2014
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- Figure 50: Next most popular interest in Chinese cuisines – Rank 1, by demographics, July 2014
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- Figure 51: Most popular interest in Chinese cuisines – Rank 2, by demographics, July 2014
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- Figure 52: Next most popular interest in Chinese cuisines – Rank 2, by demographics, July 2014
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- Figure 53: Most popular interest in Chinese cuisines – Rank 3, by demographics, July 2014
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- Figure 54: Next most popular interest in Chinese cuisines – Rank 3, by demographics, July 2014
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- Figure 55: Interest in benefits from daily diet, by interest in Chinese cuisines – Rank 1, July 2014
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- Figure 56: Interest in benefits from daily diet, by most popular interest in Chinese cuisines – Rank 2, July 2014
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- Figure 57: Interest in benefits from daily diet, by next most popular interest in Chinese cuisines – Rank 2, July 2014
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- Figure 58: Interest in benefits from daily diet, by most popular interest in Chinese cuisines – Rank 3, July 2014
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- Figure 59: Interest in benefits from daily diet, by next most popular interest in Chinese cuisines – Rank 3, July 2014
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Appendix – The Consumer – Dining Habits
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- Figure 60: Interest in international cuisines, July 2014
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- Figure 61: Interest in international cuisines – Asian and African, by demographics, July 2014
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- Figure 62: Interest in international cuisines – Japanese, by demographics, July 2014
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- Figure 63: Interest in international cuisines – Korean, by demographics, July 2014
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- Figure 64: Interest in international cuisines – Thai, by demographics, July 2014
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- Figure 65: Interest in international cuisines – Vietnamese, by demographics, July 2014
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- Figure 66: Interest in international cuisines – Indian, by demographics, July 2014
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- Figure 67: Interest in international cuisines – Turkish, by demographics, July 2014
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- Figure 68: Interest in international cuisines – European, by demographics, July 2014
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- Figure 69: Interest in international cuisines – Italian, by demographics, July 2014
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- Figure 70: Interest in international cuisines – Spanish, by demographics, July 2014
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- Figure 71: Interest in international cuisines – Greek, by demographics, July 2014
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- Figure 72: Interest in international cuisines – French, by demographics, July 2014
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- Figure 73: Interest in international cuisines – German, by demographics, July 2014
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- Figure 74: Interest in international cuisines – American, by demographics, July 2014
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- Figure 75: Interest in international cuisines – Mexican, by demographics, July 2014
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- Figure 76: Interest in international cuisines – Brazilian, by demographics, July 2014
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Appendix – The Consumer – Attitudes towards Daily Diet
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- Figure 77: Interest in benefits from daily diet, July 2014
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- Figure 78: Most popular interest in benefits from daily diet – Functional benefits, by demographics, July 2014
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- Figure 79: Next most popular interest in benefits from daily diet – Functional benefits, by demographics, July 2014
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- Figure 80: Interest in benefits from daily diet – Nutritional benefits, by demographics, July 2014
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Appendix – The Consumer – Factors Influencing Purchase Decision in Restaurants
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- Figure 81: Factors influencing purchase decision in restaurants, July 2014
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- Figure 82: Most popular factors influencing purchase decision in restaurants, by demographics, July 2014
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- Figure 83: Next most popular factors influencing purchase decision in restaurants, by demographics, July 2014
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Appendix – The Consumer – Attitudes towards Eating Habits
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- Figure 84: Attitudes towards eating habit, July 2014
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- Figure 85: Agreement with the statement ‘Health benefits of the dishes are the top priority when considering what to order’, by demographics, July 2014
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- Figure 86: Agreement with the statement ‘The calorie content of food is more important than flavours when ordering dishes’, by demographics, July 2014
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- Figure 87: Agreement with the statement ‘Ordering dishes with smaller portions is better for the health’, by demographics, July 2014
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- Figure 88: Agreement with the statement ‘Sharing my dining experiences is an enjoyable thing’, by demographics, July 2014
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- Figure 89: Agreement with the statement ‘Spending time in planning a meal out is worthwhile’, by demographics, July 2014
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- Figure 90: Agreement with the statement ‘Restaurants offering exclusive recipes/dishes are appealing to me’, by demographics, July 2014
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- Figure 91: Agreement with the statement ‘Recommendations from people I know is an important information source when deciding where to eat out’, by demographics, July 2014
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- Figure 92: Agreement with the statement ‘Appealing special offers from a restaurant can encourage me to revisit’, by demographics, July 2014
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- Figure 93: Agreement with the statement ‘Eating out is more convenient than cooking at home’, by demographics, July 2014
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- Figure 94: Agreement with the statement ‘Compared to having a separate serving, sharing dishes is a good way to try a wider variety of flavours’, by demographics, July 2014
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- Figure 95: Agreement with the statement ‘Dishes with authentic/traditional flavour taste better than fusion food’, by demographics, July 2014
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- Figure 96: Agreement with the statement ‘Dishes with strong flavours that are seldom cooked at home are more worthy of ordering when eating out’, by demographics, July 2014
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- Figure 97: Agreement with the statement ‘Online restaurant reviews/recommendations are not reliable’, by demographics, July 2014
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Appendix – Further Analysis
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- Figure 98: Target groups, July 2014
- Figure 99: Target groups, by demographics, July 2014
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- Figure 100: Eating at different venues, by target groups, July 2014
- Figure 101: Interest in food preparation method-eating out, by target groups, July 2014
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- Figure 102: Interest in international cuisines, by target groups, July 2014
- Figure 103: Interest in benefits from daily diet, by target groups, July 2014
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- Figure 104: Factors influencing purchase decision in restaurants, by target groups, July 2014
- Figure 105: Attitudes towards eating habit, by target groups, July 2014
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