“The bakery houses market is a dynamic market. From simple bread products expanding to a variety of innovative product offerings, one area of considerable interest to bakery stores is the introduction of café and fast casual dining formats to break through the traditional self-service format and capitalise lifestyle elements. Consider how experiential consumption gives bakeries deeper meaning, bakery operators are increasingly seeking a wider food and drinks menu to incorporate seasonal and ethnic elements, and offering comfortable seating area to encourage visiting.”
In this report we answer the key questions:
What are the key drivers and challenges in the Chinese bakery houses market?
What are the new product and service innovation trends for bakery shops in the Chinese market?
How can food and drinks offered by bakery chains be customised through the concept of light meals to appeal to young professional customers?
How can bakery chain brands further integrate lifestyle elements and interactive events as marketing differentiators?
Definition
This report covers bakery chains, independent bakery shops and bakery sections located in supermarkets or hypermarkets that offer an assortment of bakery products, such as bread, cakes, pastries, sandwiches, and coffee. Packaged bakery products with bar codes sold at retail channels would be excluded.
Methodology
This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
For the purpose of this report, Mintel commissioned a quantitative research survey carried out online by QQSurvey to explore consumer attitudes towards bakery houses.
Fieldwork was conducted in April 2015, in four tier one cities and six tier two and three cities of 3,000 internet users aged 20-39-years-old. Tier one cities include Shanghai, Beijing, Guangzhou and Chengdu. Tier two and three cities include Jinana, Baoding, Shenzhen, Nanjing, Guilin and Luoyang.
