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Bakery Houses - China - August 2015

Published By :

Mintel

Published Date : Aug 2015

Category :

Bakery Products

No. of Pages : N/A

The bakery houses market is a dynamic market. From simple bread products expanding to a variety of innovative product offerings, one area of considerable interest to bakery stores is the introduction of café and fast casual dining formats to break through the traditional self-service format and capitalise lifestyle elements. Consider how experiential consumption gives bakeries deeper meaning, bakery operators are increasingly seeking a wider food and drinks menu to incorporate seasonal and ethnic elements, and offering comfortable seating area to encourage visiting.

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The market
Figure 1: Chinese bakery houses market, by value, 2010-20
Sustainable growth through 2020
Who’s innovating?
Crossover with other sectors
Provenance and special themes
Interactive event to energise brand image
The consumer
The growth of lifestyle elements gives bakery shops with proper seating areas a competitive edge
Figure 2: Attitudes towards bakery houses, April 2015
43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
Figure 3: Frequency of visiting different types of bakery houses in the last three months, April 2015
Sweet bakery products start to gain greater momentum
Figure 4: Food and drinks purchased at bakery houses in the last three months, April 2015
Penetrating healthy breakfast selection
Figure 5: Occasions of visiting bakery houses in the last three months, April 2015
Bakery products with seasonal elements and provenance adds premium
Figure 6: Interest in buying different types of bakery products, April 2015
Interactive event is the new fashion
Figure 7: The most influential marketing channels to attract consumers, April 2015
What we think

Issues and Insights

The gateway to user-friendly Western diets
The facts
The implications
Premiumising afternoon tea for females in their 20s
The facts
The implications
Diversify breakfast opportunities to target affluent families
The facts
The implications

Market Size and Forecast

Key points
The flow of premium bakery chains and the dynamic competitive landscape
Figure 8: Value sales of bakery houses, China, 2010-14
Menu diversification makes bakery products become more important in Chinese diet
Sustainable growth through 2020
Figure 9: Chinese bakery houses market, by value, 2010-20
The market
Forecast methodology

Market Segmentation

Key points
Products sold at bakery houses are getting greater pace
Figure 10: Segment performance of packaged and unpackaged bakery products market in China, by value, 2010-14
Figure 11: Segment performance of bread and bread products and sweet bakery in China bakery house market, by value, 2010-14

Market Share

Key points
A highly fragmented market
Figure 12: Value share of China’s bread and bread products retail market, by company, 2013 and 2014
Figure 13: Value share of China’s sweet bakery retail market, by company, 2013 and 2014

Who’s Innovating?

Key points
Novelty partnership
Vegetable-inspired bread
Provenance and special theme to add premium
Interactive event to energise brand image
Ethical marketing

Companies and Brands

Paris Baguette
Figure 14: Dedicated children bakery section at Paris Baguette in Beijing, May 2015
Tous les Jours
BreadTalk
85 Café

The Consumer – Attitudes towards Bakery Houses

Key points
The growth of lifestyle elements give bakery shops with proper seating areas a competitive edge
Figure 15: Attitudes towards bakery houses, April 2015
Figure 16: Attitudes towards bakery houses, by gender and age, April 2015
Figure 17: Attitudes towards bakery houses, by gender and age and monthly household income, April 2015
Moving towards multi-functional store design
Figure 18: Attitudes towards bakery houses, by gender and age, April 2015
Figure 19: Attitudes towards bakery houses, by gender and age and tier, April 2015
Selling single product to break the red ocean
Figure 20: Attitudes towards bakery houses, by gender and age, April 2015
Vintage style Chinese bakery products as the key differentiation
Figure 21: Attitudes towards bakery houses, by gender and age, April 2015

The Consumer – Frequency of Visiting Bakery Houses

Key points
43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
Figure 22: Frequency of visiting different types of bakery houses in the last three months, April 2015
Targeting at professional customers
Figure 23: Frequency of visiting different types of bakery houses in the last three months, by age, April 2015
Bread products further tailored for children
Figure 24: Frequency of visiting different types of bakery houses in the last three months, by marital status and children in household, April 2015

The Consumer – Eating Habits at Bakery Houses

Key points
Sweet bakery products start to gain greater momentum
Figure 25: Food and drinks purchased at bakery houses in the last three months, April 2015
Figure 26: Food and drinks purchased at bakery chains in the last three months, by Repertoire of food and drinks purchased at bakery chains in the last three months, April 2015
Females aged 25-29 are the main fans of cake and coffee products at bakery chains
Figure 27: Food and drinks purchased at bakery houses in the last three months, by gender and age, April 2015
Sandwich and salad as the rising nutritious choice at bakery chains
Figure 28: Food and drinks purchased at bakery houses in the last three months, April 2015
Figure 29: Food and drinks purchased at bakery houses in the last three months, by demographics, April 2015
Bread and Coffee concept
Young male consumers have more impulsive behaviour
Figure 30: Food and drinks purchased at bakery houses in the last three months, by age and gender, April 2015

The Consumer – Occasions of Visiting Bakery Houses

Key points
Penetrating healthy breakfast selection
Figure 31: Occasions of visiting bakery houses in the last three months, April 2015
Figure 32: Occasions of visiting bakery houses in the last three months, by monthly household income and tier, April 2015
Premiumising afternoon tea set
Figure 33: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
Figure 34: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
The future trend for dinner and lunch opportunities
Figure 35: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
Figure 36: Occasions of visiting bakery houses in the last three months, by age and gender, April 2015

The Consumer – Interest in Product Offerings at Bakery Houses

Key points
Bakery products with seasonal and provenance adds premium
Figure 37: Interest in buying different types of bakery products, April 2015
Figure 38: Interest in buying different types of bakery products, by gender and age, April 2015
Weight control elements
Figure 39: Interest in buying different types of bakery products, by gender and age and monthly personal income, April 2015
Older females and families pay more attention on healthiness
Figure 40: Interest in buying different types of bakery products, by demographics, April 2015
Local flavours to target affluent consumers
Figure 41: Interest in buying different types of bakery products, by consumer classification, April 2015

The Consumer – Effective Marketing Channels for Bakery Houses

Key points
Interactive event is the new fashion
Figure 42: The most influential marketing channels to attract consumers, April 2015
Figure 43: The most influential marketing channels to attract consumers, by monthly household income and children in household, April 2015
Harnessing recipes to satisfy consumers’ increasingly sophisticated tastes
Figure 44: The most influential marketing channels to attract consumers, by demographics, April 2015

The Consumer – Meet the Mintropolitans

Key points
Why Mintropolitans?
Who are they?
Figure 45: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
Afternoon tea set and local flavours to target affluent consumers
Figure 47: Occasions of visiting bakery houses in the last three months, by consumer classification, April 2015
Figure 48: Interest in buying different types of bakery products, by consumer classification, April 2015

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