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Menu Insights - China - October 2015

INTRODUCTION
Definition
Methodology
EXECUTIVE SUMMARY
The market
Figure 1: Total retail market value for coffee shops, fast food chains and restaurants, 2014
Figure 2: Retail market value of coffee shops in china, 2009-19
The consumer
Figure 3: Most visited restaurants in the last six months, June 2015
Figure 4: Most preferred types of Chinese cuisines, June 2015
Figure 5: Percentage of consumers’ most preferred meat or fish when dining out, June 2015
Figure 6: % of consumers’ perception of which meats and fish are of premium quality, June 2015
Figure 7: Respondents who have never eaten but would be interested in trying, June 2015
Figure 8: Consumers’ desired menu information, June 2015
ISSUES AND INSIGHTS
Coffee shops and dessert shops are posing a threat to casual dining and fast food restaurants
The facts
The implications
Coffee shops and dessert shops are not posing a threat to casual dining and fast food restaurants
The facts
The implications
People are becoming more open to cuisines from other regions of China and are increasingly interested in customization, liberated by the freedom of choice
The facts
The implications
Consumers are requiring menus to play a more varied role. In addition to the price, other information such as the nutritional benefits are desired
The facts
The implications
KEY PLAYERS – WHAT YOU NEED TO KNOW
WHO’S INNOVATING?
YUM! launches a premium restaurant
Gucci dining
兔当家 (Rabbit Affairs) niche menu
Blue Frog
KFC’s Dragon Twister
THE CONSUMER – WHAT YOU NEED TO KNOW
TRENDS IN THE TYPES OF RESTAURANTS VISITED
Are coffee shops and dessert shops a threat to casual dining and fast food restaurants?
The popularity of coffee shops positively correlates with development
Figure 9: Categories of restaurants
Figure 10: Coffee shops visited more in the six months to June 2015, by location
Figure 11: Coffee shops visited less often in the six months to June 2015, by location
Visiting coffee shops is common amongst parents
Figure 12: Coffee and dessert shop visits from those respondents with children (percentage point difference when compared with the average), June 2015
Figure 13: Sweet and sour preference, by monthly personal income, June 2015
Adapting to the Chinese market
Coffee shops tap into the desire for healthy lifestyles
Organic foods and Mintel’s Extend My Brand Trend
Figure 14: Interest in the origin of products, by monthly household income, June 2015
How will the anti-extravagance campaign affect coffee shops’ opportunities?
The coffee shop experience
Healthy opportunities for dessert restaurants
Figure 15: Consumers who have visited dessert shops more in the last 6 months, June 2015
Figure 16: Consumers who have visited dessert shops more in the last 6 months in relation to city, June 2015
The rise of Chinese fast food
Figure 17: Consumers who visited Chinese fast food restaurants more in the last six month, June 2015
Figure 18: Consumers who visited foreign fast food restaurants more in the last six month, June 2015
The rise of barbecue and grill houses
Figure 19: Consumers who visited barbecue/grill houses more in the last 6 months, June 2015
REGIONAL CUISINES
Are consumers becoming more open to cuisines from other regions of China?
Figure 20: Most preferred types of Chinese cuisines, June 2015
Figure 21: Preferences of flavours, June 2015
The ‘Make it Mine’ Trend
Sense of the Intense
Vegetarianism
MEATS AND FISH
What are Chinese consumers’ preferences and national trends for meat and fish?
Figure 22: Consumers’ perceptions of meat and fish, June 2015
Figure 23: Preferred choice of meat, by monthly personal income, June 2015
Figure 24: Concern over food safety, by monthly personal income, June 2015
Figure 25: Appreciation of nutritional quality, by monthly personal income, June 2015
Figure 26: Meat and fish perception map
INTEREST IN FOREIGN CUISINES
Are Chinese consumers becoming more open to other foods from around the world?
Figure 27: Types of foreign cuisine eaten and interest in trying, June 2015
Figure 28: Respondents who have never eaten but would be interested in trying – 2014/15 comparison
Figure 29: Respondents who have never eaten but would be interested in trying – City tiers, June 2015
Figure 30: Consumers who have tried before and would be interested in trying again – City tiers, June 2015
Success of foreign Asian cuisines
Figure 31: Respondents who have never tried European cuisine but would be interested to, June 2015
Figure 32: Respondents who have tried European cuisine and are interested in trying again, June 2015
Figure 33: Respondents who have never eaten Spanish/Greek cuisine but would be interested to try, June 2015
Figure 34: Respondents who have eaten Spanish/Greek cuisine and would be interested in eating again, june 2015
Figure 35: Respondents who have tried Brazilian/Mexican cuisine before and would be interested in trying again, June 2015
Figure 36: Respondents who have never tried Brazilian/Mexican cuisine but would be interested to, June 2015
THE ROLE OF THE MENU
Other than showing the food and price what is important for consumers to see from the menu?
Figure 37: Consumers’ preferences for menu information, June 2015
Source of ingredients
Figure 38: Interest in nutritional information, by monthly household income, June 2015
Popularity of the dish
Figure 39: Popularity of the dish, by age and gender demographics, June 2015
Allergy information
MINTROPOLITANS
APPENDIX – METHODOLOGY AND DEFINITIONS
Mintropolitans

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