Table of Contents
Executive Summary
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- The market
- Positive growth for retail volume in the next 5 years
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- Figure 1: Best- and worst-case retail volume sales forecast of biscuits, china, 2013-23
- Prominent growth in retail value
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- Figure 2: Best- and worst-case retail value sales forecast of biscuits, china, 2013-23
- Sweet biscuits enjoy faster growth
- Companies and brands
- Mondelez continues to lead in market share in a fragmented market
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- Figure 3: Value share of top 11 companies, China, 2016-18
- Jiashili extends its product range with coarse grain biscuits
- The consumer
- “Eating more” is the trend in the biscuits market
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- Figure 4: Consumption trends of different biscuits, November 2018
- Ingrained in breakfast occasions
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- Figure 5: Occasions to consume biscuits or crackers, China, November 2018
- Sweet biscuits for emotional aide, savoury biscuits for stomach filling
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- Figure 6: Attributes consumers associate with sweet or savoury biscuits, China, November 2018
- Biscuits for indulgence and comfort
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- Figure 7: Ideal attributes for a biscuit product, selected by texture, China, November 2018
- Healthiness and freshness could drive premiumisation in biscuit category
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- Figure 9: Factors encouraging consumers to pay more, China, November 2018
- Adding yogurt and red bean could win over most consumers
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- Figure 10: Consumers’ preferred biscuit ingredients, China, November 2018
- What we think
Issues and Insights
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- Indulgence and health could go hand in hand
- The facts
- The implications
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- Figure 11: Examples of better-for-you biscuits, 2018
- Biscuits with multiple textures for more occasions
- The facts
- The implications
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- Figure 12: Examples of multi-textured biscuits, 2018
- Savoury biscuits for before-meal snacks
- The facts
- The implications
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- Figure 12: Examples of crackers or savoury biscuits paired with dip, USA, 2018
- Figure 13: Example of biscuit with balanced nutrition, Korea, 2018
The Market – What You Need to Know
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- Promising growth in next five years
- Development of high-quality biscuits
- Competition from adjacent categories
Market Size and Forecast
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- Recovery in both retail value and retail volume
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- Figure 14: Retail market size of biscuits in China, 2013-18
- Positive growth for retail volume in five-year outlook
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- Figure 15: Best- and worst-case retail volume sales forecast of biscuits, china, 2013-23
- Retail value is forecasts to have a prominent growth
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- Figure 16: Best- and worst-case retail value sales forecast of biscuits, china, 2013-23
Market Factors
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- Premiumisation with fresh baked biscuits
- Formulation innovation pushes the development of the market
- Competition from other snacks
Market Segmentation
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- Indulgence drives sweet biscuits segment
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- Figure 17: Best- and worst-case retail value sales forecast of sweet biscuits, China, 2013-23
- Slower growth in savoury biscuits segment
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- Figure 18: Best- and worst-case retail value sales forecast of savoury biscuits, China, 2013-23
Key Players – What You Need to Know
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- International brands are active in flavour innovation
- Jashili extends its product range
- Fresh baked biscuits by emerging brands
Market Share
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- Fragmented market with stabilized shares
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- Figure 19: Value share of Top 11 companies, China, 2016 -18
- Mondelēz has regained its market share
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- Figure 20: Mondelez’s lighter version of Oreo, China, 2018
- Figure 21: Mondelez’s Belvita breakfast biscuits, China, 2018
- Jiashili extends its product range through acquisitions
Competitive Strategies
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- Fun experiences to engage with young consumers
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- Figure 22: Mondelez’s Oreo in Eight Colours, China, 2018
- Figure 23: Glico’s new pocky sticks, China, 2018
- Integrating online and offline shopping experience
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- Figure 24: Hsu Fu Chi’s taste workshop and handmade biscuits, China, 2018
- Tim Tam customise for local taste
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- Figure 25: Campbells’ Tim Tam with customisation for Chinese market, China, 2018
- Mayora Group opens local factories for more opportunities
Who’s Innovating?
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- Fruit flavours are on the rise
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- Figure 26: Emerging flavours of biscuits, China, 2016-18
- Figure 27: Examples of products from the berry category, China, 2018
- Fresh from the oven
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- Figure 28: AKOKO’s taste workshop and handmade biscuits, China, 2018
- Figure 29: Examples of microwavable biscuits, 2018
- Better-for-you biscuits are in demand
- Sweet biscuits beneficial to gut health
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- Figure 30: Examples of biscuits that are beneficial for gut health in other markets, 2018
- Coarse food grain for 40-49-year-olds
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- Figure 31: Wahaha’s red yeast rice & quinoa biscuit, China, 2018
The Consumer – What You Need to Know
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- Opportunities for multi-textured biscuits in tier three cities
- Meal-substitute biscuits for women in their 40s
- Prioritise indulgence over healthiness
Consumption Trend
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- Growing interest in the biscuits market
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- Figure 32: Consumption trends of different biscuits, November 2018
- Toasted bread, crispy rolls and biscuit sticks are more favoured now
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- Figure 33: Consumption trends of different types of biscuits – Eating more, China, 2018 vs 2016
- 20-29-year-olds seeking interactive eating experiences
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- Figure 34: Consumers who eat more of selected types of biscuits, by age, November 2018
- Potential growth for multi-textured biscuits in tier three cities
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- Figure 35: Consumers who eat more of selected types of biscuits, by city tiers, November 2018
Consumption Occasions
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- Breakfast is a popular and potential occasion
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- Figure 36: Occasions to consume biscuits or crackers, China, November 2018
- Parents embrace biscuits as a snack
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- Figure 37: Consumption occasions of biscuits or crackers, by family structure, November 2018
- Meal-substitute biscuits could target women in their 40s
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- Figure 38: Consumption occasions of biscuits or crackers, by meal replacement, China, November 2018
- Figure 39: Ruffood’s meal-substitute biscuits, China, 2018
Comparison between Sweet and Savoury
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- Sweet biscuits as comforting aide for more occasions
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- Figure 40: Attributes consumers associate with sweet or savoury biscuits, China, November 2018
- Savoury biscuits have opportunities to be a meal accompaniment
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- Figure 41: Examples of recipes with savoury biscuits, China, 2018
- Indulgence outweighs healthiness
- Sharing is caring
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- Figure 42: Attributes consumers associate with sweet or savoury biscuits – Sharing with friends, China, November 2018
- Biscuits are popular for gifting in the South
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- Figure 43: Consumers attitudes towards ‘good for gifting’ with sweet or savoury biscuits, by region, China, November 2018
Ideal Attributes of Biscuits
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- Seeking indulgence and comfort through texture
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- Figure 44: Ideal texture for a biscuit product, China, November 2018
- Thin in shape and strong aftertaste
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- Figure 45: Ideal attributes for a biscuit product, by shape and aftertaste, China, November 2018
- Parents prefer smooth or chewy biscuits
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- Figure 46: Ideal texture for a biscuit product, by family status, China, November 2018
Premiumisation Factors
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- Health related benefits could drive premiumisation
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- Figure 47: Factors encouraging consumers to pay more, China, November 2018
- Parents look into ingredients and health benefits
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- Figure 48: Factors encouraging consumers to pay more, selected, China, November 2018
- Definition of “premium” varies with age
- 40-49-year-olds are more willing to pay more for coarse food grain
- 20-24-year-olds think highly of bakery style biscuits
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- Figure 49: Factors encouraging consumers to pay more, by age, China, November 2018
Preference on Biscuit Ingredients
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- Yogurt and red bean win most consumers’ heart
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- Figure 50: Consumers’ preferred biscuit ingredients, China, November 2018
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- Figure 51: TURF analysis for ingredients preference, November 2018
- Married couples prefer added fruit and vegetables
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- Figure 52: Consumers’ preference on biscuit ingredients, by family status, China, November 2018
Meet the Mintropolitans
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- Mintropolitans crave both premium and healthy biscuits
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- Figure 53: Consumption trends of different types of biscuits – Eating more, by consumer segmentation, China, November 2018
- Smooth and chalky textured biscuits are favoured by Mintropolitans
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- Figure 54: Ideal attributes for a biscuit product, by consumer segmentation, China, November 2018
Appendix – Market Size and Forecast
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- Figure 55: Retail value sales of biscuits, crackers and cookies, China, 2013-2023
- Figure 56: Retail volume sales of biscuits, crackers and cookies, China, 2013-2023
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Appendix – Market Segmentation
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- Figure 57: Retail value sales of savoury and sweet biscuits, China, 2013-23
- Figure 58: Retail volume sales of savoury and sweet biscuits, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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