What you need to know

Product innovation and premiumisation has helped the biscuits market to recover in terms of both retail value and retail volume. Meanwhile, consumers’ craving for indulgence and interest in formulation innovations will continue to drive growth. There is the opportunity to enhance the indulgence and mood comforting roles of sweet biscuits with crispy or smooth textures, while savoury biscuits enjoy a healthy image and there are opportunities for them to accompany meals.

Looking ahead, as consumers today are willing to pay more for the healthiness and freshness of biscuits, freshly baked and short-shelf-life biscuits with ingredients that are good for health or have special functions could become premiumisation options.

Covered in this Report

This Report examines China’s retail market of biscuits, crackers and cookies. Market size comprises sales through all retail channels including direct to consumers. Mintel divides the biscuit market into two segments:

Savoury biscuits: this includes crisp breads, savoury rusks, savoury wafers, toasted breads, French toast and other savoury crackers.

Sweet biscuits: this includes sweet wafers, sandwich biscuits, chocolate biscuits, gingerbread, waffles, cookies, crisp rolls, assortments and other sweet biscuits.


Rice-based crackers are excluded.

The retail market size excludes sales of unpackaged/unwrapped products, and also excludes sales via on-trade channels (ie those sold in cafés, hotels and restaurants or those made into other products such as frozen desserts).


Mintel divides consumers into three groups based on their MPI (Monthly Personal Income).

Low earner is defined as having a monthly personal income of RMB4,999 or below;

Mid earner is defined as having a monthly personal income of RMB5,000-7,999;

High earner is defined as having a monthly personal income of RMB8,000 or above

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