Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The Market
- Market Size and Forecast
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- Figure 1: Retail volume sales of salty snacks, China, 2009-19
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- Figure 2: Retail value sales of salty snacks, China, 2009-19
- Market segmentation
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- Figure 3: Retail volume and value share breakdown of salty snacks, by segment, China, 2014
- Companies and brands
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- Figure 4: Share of value in China’s snacks retail market, by company, 2012-14
- The Consumer
- Change of consumption frequency of different snacks
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- Figure 5: Change of consumption frequency of different snacks, October 2014
- Spending on salty snacks
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- Figure 6: Average monthly spending on salty snacks, October 2014
- Purchase channels of salty snacks
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- Figure 7: Purchase channels of salty snacks, October 2014
- Influence factors when trying a new salty snack
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- Figure 8: Influence factors to try a new salty snack, October 2014
- Consumers' understanding of healthy salty snacks
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- Figure 9: Consumers' understanding of healthy salty snacks, October 2014
- Consumer buying and consumption behaviours of and attitudes towards salty snacks
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- Figure 10: Consumer behaviour of and attitudes towards salty snacks, October 2014
- Key Issues
- Are consumers willing to compromise healthiness for taste?
- How to target high spending consumers?
- How to motivate budget-constrained young females?
- What we think
Issues and Insights
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- Are consumers willing to compromise healthiness for taste?
- The facts
- The implications
- How to target high spending consumers?
- The facts
- The implications
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- Figure 11: Innovative packaging design examples to target high spending consumers, Russia and UK, 2013 & 2014
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- Figure 12: Purchase channel of salty snacks, by spending group, October 2014
- How to motivate the budget-constrained young females?
- The facts
- The implications
Trend Application
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- Sense of Intense
- Help Me Help Myself
- The Big Issue
Market Size and Forecast
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- Key points
- China’s salty snacks market volume growth slowed down from 2013
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- Figure 13: Retail volume sales of snacks, China, 2009-14
- A sharp increase in average price from 2012-14…
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- Figure 14: Average retailing price of salty snacks, China, 2009-14
- …but the growth slowdown is felt by all snack categories
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- Figure 15: Retail market volume growth, by snack category, China, 2010-14
- Figure 16: Retail market value growth, by snack category, China, 2010-14
- Figure 17: Value and volume CAGR of major snack categories, China, 2010-14
- Salty snacks market will grow at single-digit rates in next five years
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- Figure 18: Retail volume sales of salty snacks, China, 2009-19
- Figure 19: Retail value sales of salty snacks, China, 2009-19
- Key market driver analysis
- The market will benefit from the rising disposable income of Chinese consumers
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- Figure 20: Proportion of consumers who claim to be eating more salty snacks compared to six months ago, by monthly household income, October 2014
- Consumers trading up to eat more healthy salty snacks
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- Figure 21: Retail market volume growth rate, by segment, China, 2009-14
- The rising of online retailing enables smaller brands to reach more consumers in lower tier cities
- Forecast methodology
Market Segmentation
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- Key points
- Nuts consumption growth reveals the healthy snacking trend
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- Figure 22: Retail volume sales of salty snacks, by segment, 2014-19
- Opportunities exist for brands to premiumise their offerings
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- Figure 23: Average retailing price of salty snacks, China, 2014
- Figure 24: Retail volume sales of salty snacks, by segment, 2009-14
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- Figure 25: Retail volume and value share breakdown of salty snacks, by segment, China, 2014
Market Share
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- Key points
- China’s salty snacks market is quite fragmented
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- Figure 26: Share of value in China’s salty snacks retail market, by company, 2012-14
- Figure 27: Share of volume in China’s salty snacks retail market, by company, 2012-14
- Domestic player, Qiaqia, took the leading position
- Nuts brands took share from crisps brands, revealing a healthy trend
- Opportunity for small players even in a slightly more consolidated market
Who’s Innovating?
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- Key points
- Plain flavour dominates nuts category with various new flavours coming out
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- Figure 28: Share of top flavours in nuts category in new product launches, China, 2012-14
- Figure 29: Examples of nuts flavour innovation, China, 2014
- Cashew nuts and pecan nuts enjoy a rising momentum
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- Figure 30: Share of top ingredients in nuts category in new product launches, China, 2012-14
- Plain and tomato flavours continue to lead in crisp flavours
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- Figure 31: Share of top flavours in potato crisps category in new product launches, China, 2012-14
- Cuisine-inspired flavours were brought into crisps
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- Figure 32: Examples of crisps flavour innovation, China, 2014
- Qiaqia launched Zhuang Guo Ren nuts series to target young consumers
- Qiaqia launched “The Biggest Seeds Pack in History” campaign for the upcoming Spring Festival
- Orion markets wave-shaped potato chips
- Indonesian brand Maxi launched original cassava crisps in China
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- Figure 33: Example of cassava crackers, China, 2014
- Figure 34: Proportion of snacks using cassava as ingredient vs total snacks, by country, 2012-14
- Opportunities exist for assorted snack packs
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- Figure 35: Examples of nuts and crisps in assorted packs, mainland China, Hong Kong and Mexico , 2014
Companies & Brands
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- Qiaqia Food
- Competitive advantage
- Latest development
- PepsiCo
- Latest development
- Orion
- Latest development
- Huang Fei Hong
- Competitive advantage
- Shanghai Laiyifen Food
- Latest development
- Hangzhou Yaotaitai Foods
The Consumer – Change of Consumption Frequency of Different Snacks
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- Key points
- Nuts consumption grows fastest thanks to its health image
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- Figure 36: Change of consumption frequency of different snacks, October 2014
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- Figure 37: Net change of consumption frequency of different snacks, October 2014
- Women’s tendency to snack more suggests unisex branding could be changed
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- Figure 38: Proportion of consumers who claim to be eating more salty snacks compared to six months ago, by gender, October 2014
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- Figure 39: Examples of salty snacks targeting women and with a sliming claim, Australia, Germany and China, 2014
- Greater growth potential comes from the group below 40
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- Figure 40: Proportion of consumers who claim to be eating more salty snacks compared to six months ago, by age, October 2014
- Income still drives indulgent salty snack consumption
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- Figure 41: Proportion of consumers who claim to be eating more salty snacks compared to six months ago, by monthly household income, October 2014
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- Figure 42: proportion of consumers who claim to be eating more salty snacks compared to six months ago, by monthly household income, October 2014
The Consumer – Spending on Salty Snacks
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- Key points
- Classification of consumer groups based on average spending
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- Figure 43: Average monthly spending on salty snacks, October 2014
- High spending group is skewed towards 30-39-year-old females
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- Figure 44: Average monthly spending on salty snacks, by gender and age, October 2014
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- Figure 45: Proportion of consumers who claim to be eating more nuts compared to six months ago, by gender and age, October 2014
- High spending group eats more of all types of salty snacks
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- Figure 46: Proportion of consumers who claim to be eating more salty snacks compared to six months ago, by average monthly spending on salty snacks, October 2014
- Men in their 30s and women in their 40s are more likely to fall into mid-spending group
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- Figure 47: Average monthly spending on salty snacks, by marital status and presence of children in the household, October 2014
- Opportunity exists to entice low spending young female consumers
- Consumers in Chengdu spend more on salty snacks than other cities
The Consumer – Purchase Channels of Salty Snacks
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- Key points
- Hypermarkets and supermarkets still play a dominant role…
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- Figure 48: Purchase channels of salty snacks, October 2014
- … but the online channel is quickly catching up
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- Figure 49: Purchase channels of salty snacks, by defined respondent groups, October 2014
- More young consumers buy on the go
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- Figure 50: Proportion of consumers who have bought salty snacks from convenience stores and independent grocery stores in the last six months, by age, October 2014
- More young consumers buy in snack and grocery stores for variety
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- Figure 51: Proportion of consumers who have bought salty snacks from snack stores and independent grocery stores in the last six months, by age, October 2014
- Convenience stores are more popular in the south and southwest regions
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- Figure 52: Proportion of consumers who have bought salty snacks from convenience stores in the last six months, by city, October 2014
The Consumer – Influence Factors to Try a New Salty Snack
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- Key points
- Word of mouth, product trial and promotions are most influential factors
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- Figure 53: Influence factors to try a new salty snack, October 2014
- High spending group tends to be more engaged with brand
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- Figure 54: Influence factors to try a new salty snack, by average monthly spending, October 2014
- Low spending group tries new salty snacks mostly out of curiosity
- Consumers in Chengdu, Kunming and Foshan are more likely to respond to advertising
- Innovative packaging appeals more to consumers in Chengdu, Changzhou, Foshan and Kunming
- Product trial is more influential to consumers working in non-state-owned business
The Consumer – Consumers’ Understanding of Healthy Salty Snacks
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- Key points
- Most attention on food processing
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- Figure 55: Consumers' understanding of healthy salty snacks, October 2014
- Assurance of high quality ingredients is also crucial
- Gaps for brands to fulfil on product dimension
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- Figure 56: Gaps between product claims and consumer perceptions, salty snacks in China, 2014
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- Figure 57: Proportion of new salty snacks launched with health claims, by country, 2014
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- Figure 58: Examples of premium salty snacks marketing healthiness features via packaging, USA and Spain, 2015.
- High spending consumers look for extras
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- Figure 59: Selected consumers' understanding of healthy salty snacks, by average monthly spending on salty snacks, October 2014
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- Figure 60: Examples of crisps with organic and natural claims, US and UK, 2013-14
The Consumer – Consumer Buying and Consumption Behaviours of and Attitudes towards Salty Snacks
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- Key points
- Mix and match incentives and variety packs to capture consumers in their 20s and 30s
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- Figure 61: Consumer buying and consumption behaviours of salty snacks, October 2014
- Imported snacks take a rising momentum
- Use scent to engage with consumers
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- Figure 62: Consumer attitudes towards salty snacks, October 2014
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- Figure 63: Examples of food products using scent engagement, France, US and Japan, 2009 and 2012
- Add fun elements into salty snacks to better engage with young consumers
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- Figure 64: Agreement on “I eat snacks to pass time rather than to satisfy hunger in most cases”, by age and gender, October 2014
- Exploit the health perception of salty snacks
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- Figure 65: Selected consumer attitudes towards salty snacks and nuts, by age, October 2014
- Develop high quality nuts to tap into light breakfasts or side dishes for alcohol drinking occasions
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- Figure 66: Consumer attitudes towards salty snacks, by average monthly spending on salty snacks, October 2014
Appendix – Market Size and Forecast
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- Figure 67: Retail value sales of salty snacks market, China, 2009-19
- Figure 68: Retail volume sales of salty snacks market, China, 2009-19
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Appendix – Market Segmentation
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- Figure 69: Retail value size of nuts segment, China, 2009-19
- Figure 70: Retail volume size of nuts segment, China, 2009-19
- Figure 71: Retail value size of seeds segment, China, 2009-19
- Figure 72: Retail volume size of seeds segment, China, 2009-19
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- Figure 73: Retail value size of crisps segment, China, 2009-19
- Figure 74: Retail volume size of crisps segment, China, 2009-19
- Figure 75: Retail value size of other salty snacks segment, China, 2009-19
- Figure 76: Retail volume size of other salty snacks segment, China, 2009-19
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Appendix – The Consumer – Change of Consumption Frequency of Different Snacks
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- Figure 77: Change of consumption frequency of different snacks, October 2014
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- Figure 78: Change of consumption frequency of different snacks – Nuts, by demographics, October 2014
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- Figure 79: Change of consumption frequency of different snacks – Seeds, by demographics, October 2014
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- Figure 80: Change of consumption frequency of different snacks – Potato chips, by demographics, October 2014
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- Figure 81: Change of consumption frequency of different snacks – Vegetable crisps, by demographics, October 2014
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- Figure 82: Change of consumption frequency of different snacks – Popcorn, by demographics, October 2014
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- Figure 83: Change of consumption frequency of different snacks – Meat/seafood snacks, by demographics, October 2014
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- Figure 84: Change of consumption frequency of different snacks – Snacks made of poultry, by demographics, October 2014
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- Figure 85: Change of consumption frequency of different snacks – Biscuits, cookies and crackers, by demographics, October 2014
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- Figure 86: Change of consumption frequency of different snacks – Chocolate confectionery, by demographics, October 2014
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Appendix – The Consumer - Spending on Salty Snacks
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- Figure 87: Average monthly spending on salty snacks, October 2014
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- Figure 88: Most popular average monthly spending on salty snacks, by demographics, October 2014
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- Figure 89: Next most popular average monthly spending on salty snacks, by demographics, October 2014
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- Figure 90: Other average monthly spending on salty snacks, by demographics, October 2014
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Appendix – The Consumer - Purchase Channels of Salty Snacks
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- Figure 91: Purchase channels of salty snacks, October 2014
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- Figure 92: Purchase channels of salty snacks – Off trade, by demographics, October 2014
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- Figure 92: Purchase channels of salty snacks – Off trade, by demographics, October 2014 (continued)
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- Figure 93: Purchase channels of salty snacks – On-trade, by demographics, October 2014
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Appendix – The Consumer – Influence Factors to Try a New Salty Snack
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- Figure 94: Influence factors to try a new salty snack, October 2014
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- Figure 95: Most popular influence factors to try a new salty snack, by demographics, October 2014
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- Figure 96: Next most popular influence factors to try a new salty snack, by demographics, October 2014
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Appendix – The Consumer – Consumers' Understanding of Healthy Salty Snacks
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- Figure 97: Consumers' understanding of healthy salty snacks, October 2014
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- Figure 98: Consumers' understanding of healthy salty snacks – Ingredients, by demographics, October 2014
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- Figure 99: Consumers' understanding of healthy salty snacks – Processing, by demographics, October 2014
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- Figure 100: Consumers' understanding of healthy salty snacks – Products, by demographics, October 2014
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Appendix – The Consumer – Consumer Behaviour of and Attitudes towards Salty Snacks
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- Figure 101: Consumer behaviour of and attitudes towards salty snacks, October 2014
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- Figure 102: Consumer behaviour of and attitudes towards salty snacks – Consumer behaviour, by demographics, October 2014
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- Figure 103: Consumer behaviour of and attitudes towards salty snacks – Attitudes towards salty snacks, by demographics, October 2014
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- Figure 104: Consumer behaviour of and attitudes towards salty snacks – Attitudes towards nuts^, by demographics, October 2014
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