Table of Contents
Overview
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- What you need to know
- Products covered in this report
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- Figure 1: Definition of low/mid/high MHI groups, by city tier
Executive Summary
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- The market
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- Figure 2: Total China biscuits market retail volume, 2010-20
- Figure 3: Total China biscuits market retail value, 2010-20
- Key players
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- Figure 4: Value share of top 10 companies, 2013-15
- The consumer
- Biscuits strongly associated with hunger filling, but are less competitive in offering health benefits
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- Figure 5: Perception towards different types of snacks, December 2015
- Sandwich biscuits, cookies and waffles are most popular biscuits types
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- Figure 6: Usage of biscuits, December 2015
- Hunger filling and snacking are key occasions to eat biscuits
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- Figure 7: Eating occasions of different types of biscuits, December 2015
- Encouraging pairing eating overcomes the biscuits’ drawbacks
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- Figure 8: Eating habits, by consumers who claim “biscuits are too dry when eating”, December 2015
- Breakfast biscuits should have a rich taste, be nutritional and low in calories
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- Figure 9: Ideal breakfast biscuits, December 2015
- Imported biscuits win through better taste and higher quality
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- Figure 10: Attitudes towards imported biscuits, by usage of imported biscuits, December 2015
- New flavours, colours and shapes of biscuits are expected
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- Figure 11: Attitudes towards biscuits innovation, by attitude towards biscuits, December 2015
- What we think
Issues and Insights
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- How biscuits tap into breakfast occasions
- The facts
- The implications
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- Figure 12: Top 10 claims of new breakfast biscuits, China and global, 2013-15
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- Figure 13: Top 10 flavours of new breakfast biscuits, China and global, 2013-15
- What types of snacking biscuits do people like?
- The facts
- The implications
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- Figure 14: Biscuits launched by chocolate confectionary brands, UK, 2014
- Paring biscuits with drinks/other foods to create fusion experience
- The facts
- The implications
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- Figure 15: Ezaki Glico Group and Kirin Beverage packs, Japan, 2015
The Market — What You Need to Know
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- The growth of the biscuits market is slowing down
- The market continues to grow at a CAGR of 5%
- Sweet biscuits segment drives the market growth
- Snack-like biscuits encourage premiumisation
- Healthy eating trend hinders growth
Market Size and Forecast
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- The growth of biscuits market is slowing down
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- Figure 16: Retail market size of biscuits in China, 2010-15
- The market is forecast to grow at a CAGR of 5%
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- Figure 17: Total China biscuits market retail volume, 2010-20
- Figure 18: Total China biscuits market retail value, 2010-20
Market Drivers
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- Increasing disposable income
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- Figure 19: Per capita disposable income, China, 2010-14
- Fast-moving lifestyles push city dwellers to seek convenient foods
- Snack-like biscuits encourage premiumisation
- Healthy eating trend drives consumers away from eating biscuits
Market Segmentation
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- Active new product development drives the shifting popularity of sweet biscuits
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- Figure 20: Value of biscuits market in China, by segment, 2010-15
- Sweet biscuits segment continues to grow quicker
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- Figure 21: Value of sweet biscuits segment, 2010-20
- Figure 22: Value of savoury biscuits segment, 2010-20
Key Players — What You Need to Know
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- China biscuits market is fragmented
- Mondelēz tapping into breakfast market
- Manufacturers are innovating in flavours, convenience and social media communication
Market Share
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- A fragmented market
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- Figure 23: Value share of top 11 companies, 2013-15
- Snack-like biscuits companies continue to gain share
- Mondelēz rebounded in 2015 after poor performance during 2012-14
- Cookies brands are dark horses
Competitive Strategies
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- Mondelēz tapping into breakfast market
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- Figure 24: Examples of BelVita on-pack claim (mixed-berry flavour), China and global, 2015
- Top players strengthen execution
- Mondelēz invests in TV advertising and free sampling for BelVita
- Danisa surpassed Kjeldsens in sales in 2014 due to strong trade execution
- Foreign brands embrace E-commerce to enter China market
Who’s Innovating?
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- Manufacturers dedicated to increasing flavours
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- Figure 25: Top 10 flavours of new biscuits, China, 2013-15
- Figure 26: Emerging flavours of biscuits, China, 2013-15
- Convenience features increase to fit fast-moving lifestyles
- Manufacturers invest in convenient packaging
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- Figure 27: Top 10 claims of new biscuits, China, 2013-15
- Figure 28: Example of “convenient” biscuits, China, 2015
- On-the-go positioning calls for more launches
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- Figure 29: Top 10 countries of new biscuits with on-the-go claim, global, 2013-15
- Figure 30: Biscuits with on-the-go claim, global, 2015
- Manufacturers leverage social media to get in touch with consumers
- Snack-like biscuits are bold innovation globally
- Dessert-inspired flavours invade
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- Figure 31: Dessert-inspired biscuits, global, 2015
- New colours and shapes are eye-catching
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- Figure 32: Example of biscuits with unique shapes, Japan, 2015
- Figure 33: Example of biscuits with unique colours, global, 2015
- Breakfast biscuits could be filled/coated
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- Figure 34: Example of breakfast biscuits, global, 2015
- Ancient grains are emerging ingredients
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- Figure 35: Example of biscuits containing ancient grains, global, 2015
The Consumer — What You Need to Know
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- Biscuits are evolving into snack foods
- Occasion extension could drive more consumption
- Encourage pairing eating methods
- Breakfast biscuits should be rich in taste, full in nutrition and low in calories
Perception towards Different Types of Snacks
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- Biscuits strongly associated with filling up
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- Figure 36: Perception towards different types of snacks, December 2015
- Consumers like the taste of biscuits
- Biscuits are less competitive in delivering health benefits
Usage of Different Types of Biscuits
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- Sandwich biscuits, cookies and waffles are most popular biscuits types
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- Figure 37: Usage of biscuits, December 2015
- Females and young people explore unusual biscuits types
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- Figure 38: Usage of biscuits, by gender and age, December 2015
- Northern and Southern China eat more biscuits
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- Figure 39: Usage of biscuits, by region, December 2015
Eating Occasions of Biscuits
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- Hunger filling and snacking are key occasions for eating biscuits
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- Figure 40: Eating occasions of different types of biscuits, December 2015
- Opportunities to extend eating occasions
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- Figure 41: Eating occasions of different types of biscuits, by repertoire (one occasion), December 2015
Eating Methods of Biscuits
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- Dairy products are popular biscuits companions
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- Figure 42: Eating methods of biscuits, December 2015
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- Figure 43: Eating biscuits with dairy products, by cities, December 2015
- Pairing biscuits with different types of drinks
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- Figure 44: Eating methods of biscuits, by consumers who claim “biscuits are too dry when eating”, December 2015
- Figure 45: Eating biscuits with coffee, by cities, December 2015
- Wealthy people eat biscuits with cheese and dipping sauces
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- Figure 46: Eating biscuits with cheese and dip sauces, by income, December 2015
- Figure 47: Ritz Crackers 'n Cheese Dip by Kraft, Mexico, 2014
Ideal Breakfast Biscuits
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- Sweet and crispy biscuits are preferred
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- Figure 48: Ideal breakfast biscuits, December 2015
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- Figure 49: Ideal breakfast biscuits, by age, December 2015
- Consumers favour biscuits with bits and fillings/coating
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- Figure 50: Ideal breakfast, December 2015 (continued)
- Figure 51: Ideal breakfast, by age and gender groups, December 2015
- Rich nutrition is wanted, but not high calories
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- Figure 52: Ideal breakfast biscuits, December 2015 (continued)
- Small packaging fits well with on-the-go eating occasions
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- Figure 53: Ideal breakfast biscuits, December 2015 (continued)
Attitudes towards Biscuits
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- Imported biscuits win by better taste and higher quality
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- Figure 54: Attitudes towards imported biscuits, by usage of imported biscuits, December 2015
- Figure 55: Top 10 flavours of biscuits, China and top popular imported countries, 2013-15
- New flavours, colours and shapes of biscuits are expected
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- Figure 56: Attitudes towards biscuits innovation, December 2015
- Figure 57: Attitudes towards biscuits innovation, by attitude towards biscuits, December 2015
Meet the Mintropolitans
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- Mintropolitans eat biscuits as treats
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- Figure 58: Usage of biscuits, by consumer classification, December 2015
- Mintropolitans eat biscuits with coffee and cheese
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- Figure 59: Eating methods of biscuits, by consumer classification, December 2015
- Mintropolitans favour buttery-tasting breakfast biscuits
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- Figure 60: Preferred mouth feeling of ideal breakfast biscuits, by consumer classification, December 2015
Appendix – Market Size and Forecast
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- Figure 61: Retail value sales of biscuits, by segment, 2010-20
- Figure 62: Retail volume of biscuits, by segment, 2010-20
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Appendix — Market Segmentation
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- Figure 63: Retail value sales of savoury biscuits, China, 2010-20
- Figure 64: Retail volume of savoury biscuits, China, 2010-20
- Figure 65: Retail value sales of sweet biscuits, China, 2010-20
- Figure 66: Retail volume of sweet biscuits, China, 2010-20
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Appendix — Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Why Mintropolitans?
- Who are they?
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- Figure 67: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 68: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Abbreviations
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