The dessert shop market stood at RMB228 billion in 2018, with a growth rate of 12.9%. The market will grow at a CAGR (compound annual growth rate) of 10.8% in value sales from 2019-23, to reach RMB379 billion by 2023. The growth has been and will continue to be affected by consumers’ changing attitudes towards dessert consumption, and emerging domestic and popular international desserts brands entering the market.

Mintel’s research reveals that, compared to ice creams, Chinese desserts and Western desserts have higher penetration and more heavy users. About half of heavy users show loyalty towards positive taste experiences and outlets they are familiar with. And they are more likely to try new flavours, have desserts after meals, and indulge themselves. In addition, future premiumisation trends lie in “all natural” and “high in nutrition” propositions. Natural elements are important not only in food ingredients but also in store design, as décor with natural features is the most appealing attribute of an ideal dessert shop.

This Report looks at consumers’ consumption habits of ice cream and desserts, visiting behaviour of ice cream and dessert shops, and attitudes towards these outlets and products.

Ice cream shops offer mainly ice cream products for either on-the-go consumption or with seating and table service available. Dessert shops are defined as outlets where desserts account for a sizeable part of sales with relatively restricted food and beverage menus. Furthermore, market value is based on expenditure in the ice cream and dessert shops.

Tea shops, coffee houses, and bakery shops are excluded. They are covered in other Mintel Reports.

Mintel divides consumers into four user categories based on their consumption frequency of ice cream and desserts in the last 12 months to February 2019.