Table of Contents
Introduction
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- Definitions
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: China’s bakery product market, value sales and forecast, 2009-19
- Companies and Brands
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- Figure 2: Leading companies’ market shares in the China bakery market, by value, 2011-13
- The Consumer – Changes in bakery products consumption
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- Figure 3: Changes in bakery products consumption, June 2014
- The Consumer – Occasions of eating bakery products
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- Figure 4: Occasions of eating bakery products, June 2014
- The Consumer – Places to buy bakery products
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- Figure 5: Places to buy bakery products, June 2014
- The Consumer – Important consideration factors for buying bakery products
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- Figure 6: Important consideration factors for buying bakery products
- The Consumer – Interest in new product features
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- Figure 7: Interest in new product features, June 2014
- The Consumer – Attitudes towards bakery products
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- Figure 8: Attitudes towards bakery products, June 2014
- Key issues
- Grain bread will be the rising star
- Homemade is no longer the proprietary of baking enthusiasts
- How can the bakery market also seize the digital trend?
- What we think
Issues and Insights
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- Grain bread will be the rising star
- The facts
- The implications
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- Figure 9: Popular Flavours For Packaged Bakery Products, China, 2009-2013
- Homemade is no longer the proprietary of baking enthusiasts
- The facts
- The implications
- Concerns over food safety and health have actually bred more home bakers
- Opportunities for bakery stores
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- Figure 10: Example of bakery stores offering bakery ingredients, Sunday Smile, Shanghai, 2014
- How can the bakery market also seize the digital trend?
- The facts
- The implications
- Importance of operating online
- Convenience is an important factor in bakery purchase
- The online cake store provides a prototype for other bakery products
- Extra services via internet is key to success
Trend Applications
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- Prove It
- Make it Mine
- Sense of Intense
Market Size and Forecast
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- Key points
- The bakery product market witnessed a rapid growth
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- Figure 11: China’s bakery product market, Retail value and volume sales, 2009-14
- Still big room for growth
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- Figure 12: China’s bakery product market, value sales and forecast, 2009-19
- Figure 13: China’s bakery product market, volume sales and forecast, 2009-19
- Forecast methodology
- Market Drivers
- Growth Challenges
Market Segmentation
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- Key points
- Cake sales enjoyed the fastest growth
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- Figure 14: Volume and value of China retail bakery product market, by segment, 2009-13
- Figure 15: Share of China’s bakery product market on volume, 2009-13
- Greater consumption occasions of cake
- Value-volume growth gap widest in bread
Market Share
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- Key points
- A highly fragmented market with many regional players
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- Figure 16: Leading companies’ market shares in the China bakery market, by volume, 2011-13
- Slow sales in mooncakes create a hard time for businesses
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- Figure 17: Leading companies’ market shares in the China bakery market, by value, 2011-13
- An increasingly competitive market for everyone
Who’s Innovating?
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- Key points
- Creating your own
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- Figure 18: The Icing Room from BreadTalk, 2014
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- Figure 19: Examples of the customisation service in Paris Baguette, Shanghai, 2014
- Fusion of different types of bakery products
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- Figure 20: Woody Baker brings cronut to Shanghai, 2014
- More speciality brands to target different consumer needs
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- Figure 21: BreadTalk introduced Toast Box and Bread Society, Shanghai 2014
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- Figure 22: The appearance of BreadSociety
- Help consumers track the source of the ingredients
- One-stop-service bakery stores
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- Figure 23: Example of one-stop-service bakery store, the Sunday Smile, Shanghai, 2014
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- Figure 24: Example of one-stop-service bakery store, Paris Baguette, Shanghai, 2014
Companies & Brands
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- Key Bakery Stores
- 21cake
- 85 Café
- BreadTalk
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- Figure 25: Examples of unique product naming at BreadTalk, 2014
- Christine
- Paris Baguette
- TOUS les JOURS
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- Figure 26: Tous les Jours markets its slogan in store, 2014
- Key packaged bakery product manufacturers
- Orion
- Pan Pan
- Shenyang Toly Bread Co., Ltd
The Consumer –Changes in Bakery Products Consumption
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- Key points
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- Figure 27: Bakery products had in the past six months, June 2014
- Shifts in consumer preference reflect the healthy eating trend
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- Figure 28: Changes in bakery product consumption in the past six months, June 2014
- Women, parents and high earners are pioneers in the shift
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- Figure 29: Selected bakery products had in the past six months, by demographics, June 2014
- Chinese pastries are less welcome
The Consumer – Occasions of Eating Bakery Products
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- Key points
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- Figure 30: Occasions of eating bakery products, June 2014
- Bread is becoming more like a staple food
- Cake consumption is still led by celebrations
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- Figure 31: Occasions of eating cakes, by demographics, June 2014
The Consumer – Places to Buy Bakery Products
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- Key points
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- Figure 32: Places to buy bakery products, June 2014
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- Figure 33: Comparison of places to buy bakery products, October 2012 vs June 2014
- High-end bakery products are getting popular
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- Figure 34: Places to buy bakery products, by income, June 2014
- Distribution is key as consumers buy from multiple channels
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- Figure 35: Number of places where consumers buy bakery products, June 2014
- Online channel yet to be explored
The Consumer – Important Consideration Factors for Buying Bakery Products
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- Key points
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- Figure 36: Important consideration factors for buying bakery products, June 2014
- Taste and freshness come first
- Safety and health reassurance
- Marketing to different demographic groups
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- Figure 37: Important consideration factors for buying bakery products, ‘No added additives’ and ‘Made from natural/organic ingredient’, by family status, June 2014
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- Figure 38: Important consideration factors for buying bakery products, ‘Is the taste I like’, by demographics, June 2014
The Consumer – Interest in New Product Features
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- Key points
- People most like to pay for health-related innovations
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- Figure 39: Interest in new product features, by all interested and conversion to pay, June 2014
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- Figure 40: Interest in new product features, June 2014
- A wider interest in packaging innovations but lower willingness to pay
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- Figure 41: Interest in new product features, June 2014, by monthly personal income, June 2014
The Consumer – Attitudes towards Bakery Products
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- Key points
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- Figure 42: Selected attitudes towards bakery products, June 2014
- Consumers want product information
- Gap still exists across city tiers
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- Figure 43: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014
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- Figure 44: Selected attitudes towards bakery products, by city tiers, % of any disagreement, June 2014
- Opportunities to grow bakery stores in tier two and three cities
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- Figure 45: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014
Appendix – Market Size and Forecast
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- Figure 46: China’s bakery product market, Retail value sales, 2009-19
- Figure 47: China’s bakery product market, Retail volume sales, 2009-19
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Appendix – Market Segmentation
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- Figure 48: China’s bread market, Retail value sales, 2009-19
- Figure 49: China’s cake market, Retail value sales, 2009-19
- Figure 50: China’s pastry market, Retail value sales, 2009-19
- Figure 51: China’s bread market, Retail volume sales, 2009-19
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- Figure 52: China’s cake market, Retail volume sales, 2009-19
- Figure 53: China’s pastry market, Retail volume sales, 2009-19
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Appendix - Changes in Bakery Products Consumption
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- Figure 54: Changes in bakery products consumption, June 2014
- Figure 55: Changes in bakery products consumption– Any kind of bakery product, by demographics, June 2014
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- Figure 56: Changes in bakery products consumption– Bread, by demographics, June 2014
- Figure 57: Changes in bakery products consumption– Cake, by demographics, June 2014
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- Figure 58: Changes in bakery products consumption– Pastry, by demographics, June 2014
- Figure 59: Changes in bakery products consumption– Plain white bread, by demographics, June 2014
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- Figure 60: Changes in bakery products consumption– Grain bread, by demographics, June 2014
- Figure 61: Changes in bakery products consumption– Fruit/nut bread, by demographics, June 2014
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- Figure 62: Changes in bakery products consumption– Bread with meat, by demographics, June 2014
- Figure 63: Changes in bakery products consumption– French soft bread/rolls, by demographics, June 2014
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- Figure 64: Changes in bakery products consumption– Bread with filling, by demographics, June 2014
- Figure 65: Changes in bakery products consumption– Cakes, by demographics, June 2014
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- Figure 66: Changes in bakery products consumption– Muffins, by demographics, June 2014
- Figure 67: Changes in bakery products consumption– Donuts, by demographics, June 2014
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- Figure 68: Changes in bakery products consumption– Chinese pastries, by demographics, June 2014
- Figure 69: Changes in bakery products consumption– Western pastries, by demographics, June 2014
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Appendix - Occasions of Eating Bakery Products
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- Figure 70: Occasions of eating bakery products, June 2014
- Figure 71: Most popular occasions of eating bakery products – Bread, by demographics, June 2014
- Figure 72: Next most popular occasions of eating bakery products – Bread, by demographics, June 2014
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- Figure 73: Most popular occasions of eating bakery products – Cake, by demographics, June 2014
- Figure 74: Next most popular occasions of eating bakery products – Cake, by demographics, June 2014
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- Figure 75: Most popular occasions of eating bakery products – Pastry, by demographics, June 2014
- Figure 76: Next most popular occasions of eating bakery products – Pastry, by demographics, June 2014
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Appendix - Places to Buy Bakery Products
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- Figure 77: Places to buy bakery products, June 2014
- Figure 78: Most popular places to buy bakery products, by demographics, June 2014
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- Figure 79: Next most popular places to buy bakery products, by demographics, June 2014
- Repertoire analysis
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- Figure 80: Repertoire of places to buy bakery products, June 2014
- Figure 81: Repertoire of places to buy bakery products, by demographics, June 2014
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Appendix - Important Consideration Factors for Buying Bakery Products
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- Figure 82: Important consideration factors for buying bakery products, June 2014
- Figure 83: Most popular important consideration factors for buying bakery products – Rank 1, by demographics, June 2014
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- Figure 84: Next most popular important consideration factors for buying bakery products – Rank 1, by demographics, June 2014
- Figure 85: Most popular important consideration factors for buying bakery products – Rank 2, by demographics, June 2014
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- Figure 86: Next most popular important consideration factors for buying bakery products – Rank 2, by demographics, June 2014
- Figure 87: Most popular important consideration factors for buying bakery products – Rank 3, by demographics, June 2014
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- Figure 88: Next most popular important consideration factors for buying bakery products – Rank 3, by demographics, June 2014
- Figure 89: Important consideration factors for buying bakery products, by most popular places to buy bakery products, June 2014
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- Figure 90: Important consideration factors for buying bakery products, by next most popular places to buy bakery products, June 2014
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Appendix - Interest in New Product Features
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- Figure 91: Interest in new product features, June 2014
- Figure 92: Interest in new product features – Containing healthy plant-based ingredients, by demographics, June 2014
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- Figure 93: Interest in new product features – Fortification with vegetables/fruits, by demographics, June 2014
- Figure 94: Interest in new product features – Added nourishing Chinese medicine ingredients with health credentials, by demographics, June 2014
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- Figure 95: Interest in new product features – With additional healthy benefits, by demographics, June 2014
- Figure 96: Interest in new product features – Meat-flavoured innovations, by demographics, June 2014
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- Figure 97: Interest in new product features – Usage of exotic flavours innovations, by demographics, June 2014
- Figure 98: Interest in new product features – Introducing alternative bread formats, by demographics, June 2014
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- Figure 99: Interest in new product features – Offering bakery products as food pairing or meal combo deals, by demographics, June 2014
- Figure 100: Interest in new product features – Packaging suitable for on the go, by demographics, June 2014
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- Figure 101: Interest in new product features – Multipack for family, by demographics, June 2014
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Appendix - Attitudes towards Bakery Products
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- Figure 102: Attitudes towards bakery products, June 2014
- Figure 103: Agreement with the statement ‘I am concerned about bakery products’ negative influence on health’, by demographics, June 2014
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- Figure 104: Agreement with the statement ‘I am concerned about the food safety of bakery products’, by demographics, June 2014
- Figure 105: Agreement with the statement ‘Chinese-style food is a better choice for breakfast than bakery products’, by demographics, June 2014
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- Figure 106: Agreement with the statement ‘Bakery products are not as filling as other staples, by demographics, June 2014
- Figure 107: Agreement with the statement ‘Other western-style food are a better choice for breakfast than bakery products’, by demographics, June 2014
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- Figure 108: Agreement with the statement ‘I would like to see more bakery products with ingredients designed for specific groups’, by demographics, June 2014
- Figure 109: Agreement with the statement ‘I prefer own-label bakery products’, by demographics, June 2014
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- Figure 110: Agreement with the statement ‘I prefer fresh-made bakery products from a bakery store than packaged bakery products’, by demographics, June 2014
- Figure 111: Agreement with the statement ‘I am willing to pay more for premium bakery products’, by demographics, June 2014
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- Figure 112: Agreement with the statement ‘Manufactures of bakery products should provide more information on the pack’, by demographics, June 2014
- Figure 113: Agreement with the statement ‘I would like to see more promotional offers of bakery products’, by demographics, June 2014
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- Figure 114: Agreement with the statement ‘I would like to see more dining-in options in in-store bakeries’, by demographics, June 2014
- Figure 115: Agreement with the statement ‘I would like to see more convenient channels selling bakery products’, by demographics, June 2014
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