Table of Contents
Executive Summary
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- The market
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- Figure 1: Chinese bakery houses market, by value, 2010-20
- Sustainable growth through 2020
- Who’s innovating?
- Crossover with other sectors
- Provenance and special themes
- Interactive event to energise brand image
- The consumer
- The growth of lifestyle elements gives bakery shops with proper seating areas a competitive edge
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- Figure 2: Attitudes towards bakery houses, April 2015
- 43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
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- Figure 3: Frequency of visiting different types of bakery houses in the last three months, April 2015
- Sweet bakery products start to gain greater momentum
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- Figure 4: Food and drinks purchased at bakery houses in the last three months, April 2015
- Penetrating healthy breakfast selection
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- Figure 5: Occasions of visiting bakery houses in the last three months, April 2015
- Bakery products with seasonal elements and provenance adds premium
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- Figure 6: Interest in buying different types of bakery products, April 2015
- Interactive event is the new fashion
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- Figure 7: The most influential marketing channels to attract consumers, April 2015
- What we think
Issues and Insights
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- The gateway to user-friendly Western diets
- The facts
- The implications
- Premiumising afternoon tea for females in their 20s
- The facts
- The implications
- Diversify breakfast opportunities to target affluent families
- The facts
- The implications
Market Size and Forecast
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- Key points
- The flow of premium bakery chains and the dynamic competitive landscape
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- Figure 8: Value sales of bakery houses, China, 2010-14
- Menu diversification makes bakery products become more important in Chinese diet
- Sustainable growth through 2020
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- Figure 9: Chinese bakery houses market, by value, 2010-20
- The market
- Forecast methodology
Market Segmentation
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- Key points
- Products sold at bakery houses are getting greater pace
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- Figure 10: Segment performance of packaged and unpackaged bakery products market in China, by value, 2010-14
- Figure 11: Segment performance of bread and bread products and sweet bakery in China bakery house market, by value, 2010-14
Market Share
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- Key points
- A highly fragmented market
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- Figure 12: Value share of China’s bread and bread products retail market, by company, 2013 and 2014
- Figure 13: Value share of China’s sweet bakery retail market, by company, 2013 and 2014
Who’s Innovating?
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- Key points
- Novelty partnership
- Vegetable-inspired bread
- Provenance and special theme to add premium
- Interactive event to energise brand image
- Ethical marketing
Companies and Brands
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- Paris Baguette
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- Figure 14: Dedicated children bakery section at Paris Baguette in Beijing, May 2015
- Tous les Jours
- BreadTalk
- 85 Café
The Consumer – Attitudes towards Bakery Houses
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- Key points
- The growth of lifestyle elements give bakery shops with proper seating areas a competitive edge
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- Figure 15: Attitudes towards bakery houses, April 2015
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- Figure 16: Attitudes towards bakery houses, by gender and age, April 2015
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- Figure 17: Attitudes towards bakery houses, by gender and age and monthly household income, April 2015
- Moving towards multi-functional store design
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- Figure 18: Attitudes towards bakery houses, by gender and age, April 2015
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- Figure 19: Attitudes towards bakery houses, by gender and age and tier, April 2015
- Selling single product to break the red ocean
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- Figure 20: Attitudes towards bakery houses, by gender and age, April 2015
- Vintage style Chinese bakery products as the key differentiation
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- Figure 21: Attitudes towards bakery houses, by gender and age, April 2015
The Consumer – Frequency of Visiting Bakery Houses
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- Key points
- 43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
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- Figure 22: Frequency of visiting different types of bakery houses in the last three months, April 2015
- Targeting at professional customers
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- Figure 23: Frequency of visiting different types of bakery houses in the last three months, by age, April 2015
- Bread products further tailored for children
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- Figure 24: Frequency of visiting different types of bakery houses in the last three months, by marital status and children in household, April 2015
The Consumer – Eating Habits at Bakery Houses
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- Key points
- Sweet bakery products start to gain greater momentum
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- Figure 25: Food and drinks purchased at bakery houses in the last three months, April 2015
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- Figure 26: Food and drinks purchased at bakery chains in the last three months, by Repertoire of food and drinks purchased at bakery chains in the last three months, April 2015
- Females aged 25-29 are the main fans of cake and coffee products at bakery chains
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- Figure 27: Food and drinks purchased at bakery houses in the last three months, by gender and age, April 2015
- Sandwich and salad as the rising nutritious choice at bakery chains
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- Figure 28: Food and drinks purchased at bakery houses in the last three months, April 2015
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- Figure 29: Food and drinks purchased at bakery houses in the last three months, by demographics, April 2015
- Bread and Coffee concept
- Young male consumers have more impulsive behaviour
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- Figure 30: Food and drinks purchased at bakery houses in the last three months, by age and gender, April 2015
The Consumer – Occasions of Visiting Bakery Houses
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- Key points
- Penetrating healthy breakfast selection
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- Figure 31: Occasions of visiting bakery houses in the last three months, April 2015
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- Figure 32: Occasions of visiting bakery houses in the last three months, by monthly household income and tier, April 2015
- Premiumising afternoon tea set
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- Figure 33: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
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- Figure 34: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
- The future trend for dinner and lunch opportunities
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- Figure 35: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
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- Figure 36: Occasions of visiting bakery houses in the last three months, by age and gender, April 2015
The Consumer – Interest in Product Offerings at Bakery Houses
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- Key points
- Bakery products with seasonal and provenance adds premium
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- Figure 37: Interest in buying different types of bakery products, April 2015
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- Figure 38: Interest in buying different types of bakery products, by gender and age, April 2015
- Weight control elements
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- Figure 39: Interest in buying different types of bakery products, by gender and age and monthly personal income, April 2015
- Older females and families pay more attention on healthiness
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- Figure 40: Interest in buying different types of bakery products, by demographics, April 2015
- Local flavours to target affluent consumers
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- Figure 41: Interest in buying different types of bakery products, by consumer classification, April 2015
The Consumer – Effective Marketing Channels for Bakery Houses
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- Key points
- Interactive event is the new fashion
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- Figure 42: The most influential marketing channels to attract consumers, April 2015
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- Figure 43: The most influential marketing channels to attract consumers, by monthly household income and children in household, April 2015
- Harnessing recipes to satisfy consumers’ increasingly sophisticated tastes
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- Figure 44: The most influential marketing channels to attract consumers, by demographics, April 2015
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 45: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
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- Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Afternoon tea set and local flavours to target affluent consumers
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- Figure 47: Occasions of visiting bakery houses in the last three months, by consumer classification, April 2015
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- Figure 48: Interest in buying different types of bakery products, by consumer classification, April 2015
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