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Bakery Products - China - September 2014

Published By :

Mintel

Published Date : Sep 2014

Category :

Bakery Products

No. of Pages : 182 Pages


Consumers are paying more attention to the food they are ingesting under the growing concern of food safety and health issues. They are shifting their preferences to grain bread, which is less oily and using more organic coarse wholemeal flour. Homemade is another action consumers take to fight against the uncertainty in packaged products. Manufacturers should do more to reassure consumers about food safety and healthiness, as well as seeking new opportunities in response to the changing behaviour and preferences of consumers.
Table of Content

Introduction
Definitions
Report structure
Methodology
Abbreviations

Executive Summary
The market
Figure 1: China’s bakery product market, value sales and forecast, 2009-19
Companies and Brands
Figure 2: Leading companies’ market shares in the China bakery market, by value, 2011-13
The Consumer – Changes in bakery products consumption
Figure 3: Changes in bakery products consumption, June 2014
The Consumer – Occasions of eating bakery products
Figure 4: Occasions of eating bakery products, June 2014
The Consumer – Places to buy bakery products
Figure 5: Places to buy bakery products, June 2014
The Consumer – Important consideration factors for buying bakery products
Figure 6: Important consideration factors for buying bakery products
The Consumer – Interest in new product features
Figure 7: Interest in new product features, June 2014
The Consumer – Attitudes towards bakery products
Figure 8: Attitudes towards bakery products, June 2014
Key issues
Grain bread will be the rising star
Homemade is no longer the proprietary of baking enthusiasts
How can the bakery market also seize the digital trend?
What we think

Issues and Insights
Grain bread will be the rising star
The facts
The implications
Figure 9: Popular Flavours For Packaged Bakery Products, China, 2009-2013
Homemade is no longer the proprietary of baking enthusiasts
The facts
The implications
Concerns over food safety and health have actually bred more home bakers
Opportunities for bakery stores
Figure 10: Example of bakery stores offering bakery ingredients, Sunday Smile, Shanghai, 2014
How can the bakery market also seize the digital trend?
The facts
The implications
Importance of operating online
Convenience is an important factor in bakery purchase
The online cake store provides a prototype for other bakery products
Extra services via internet is key to success

Trend Applications
Prove It
Make it Mine
Sense of Intense

Market Size and Forecast
Key points
The bakery product market witnessed a rapid growth
Figure 11: China’s bakery product market, Retail value and volume sales, 2009-14
Still big room for growth
Figure 12: China’s bakery product market, value sales and forecast, 2009-19
Figure 13: China’s bakery product market, volume sales and forecast, 2009-19
Forecast methodology
Market Drivers
Growth Challenges

Market Segmentation
Key points
Cake sales enjoyed the fastest growth
Figure 14: Volume and value of China retail bakery product market, by segment, 2009-13
Figure 15: Share of China’s bakery product market on volume, 2009-13
Greater consumption occasions of cake
Value-volume growth gap widest in bread

Market Share
Key points
A highly fragmented market with many regional players
Figure 16: Leading companies’ market shares in the China bakery market, by volume, 2011-13
Slow sales in mooncakes create a hard time for businesses
Figure 17: Leading companies’ market shares in the China bakery market, by value, 2011-13
An increasingly competitive market for everyone

Who’s Innovating?
Key points
Creating your own
Figure 18: The Icing Room from BreadTalk, 2014
Figure 19: Examples of the customisation service in Paris Baguette, Shanghai, 2014
Fusion of different types of bakery products
Figure 20: Woody Baker brings cronut to Shanghai, 2014
More speciality brands to target different consumer needs
Figure 21: BreadTalk introduced Toast Box and Bread Society, Shanghai 2014
Figure 22: The appearance of BreadSociety
Help consumers track the source of the ingredients
One-stop-service bakery stores
Figure 23: Example of one-stop-service bakery store, the Sunday Smile, Shanghai, 2014
Figure 24: Example of one-stop-service bakery store, Paris Baguette, Shanghai, 2014

Companies & Brands
Key Bakery Stores
21cake
85 Café
BreadTalk
Figure 25: Examples of unique product naming at BreadTalk, 2014
Christine
Paris Baguette
TOUS les JOURS
Figure 26: Tous les Jours markets its slogan in store, 2014
Key packaged bakery product manufacturers
Orion
Pan Pan
Shenyang Toly Bread Co., Ltd

The Consumer –Changes in Bakery Products Consumption
Key points
Figure 27: Bakery products had in the past six months, June 2014
Shifts in consumer preference reflect the healthy eating trend
Figure 28: Changes in bakery product consumption in the past six months, June 2014
Women, parents and high earners are pioneers in the shift
Figure 29: Selected bakery products had in the past six months, by demographics, June 2014
Chinese pastries are less welcome

The Consumer – Occasions of Eating Bakery Products
Key points
Figure 30: Occasions of eating bakery products, June 2014
Bread is becoming more like a staple food
Cake consumption is still led by celebrations
Figure 31: Occasions of eating cakes, by demographics, June 2014

The Consumer – Places to Buy Bakery Products
Key points
Figure 32: Places to buy bakery products, June 2014
Figure 33: Comparison of places to buy bakery products, October 2012 vs June 2014
High-end bakery products are getting popular
Figure 34: Places to buy bakery products, by income, June 2014
Distribution is key as consumers buy from multiple channels
Figure 35: Number of places where consumers buy bakery products, June 2014
Online channel yet to be explored

The Consumer – Important Consideration Factors for Buying Bakery Products
Key points
Figure 36: Important consideration factors for buying bakery products, June 2014
Taste and freshness come first
Safety and health reassurance
Marketing to different demographic groups
Figure 37: Important consideration factors for buying bakery products, ‘No added additives’ and ‘Made from natural/organic ingredient’, by family status, June 2014
Figure 38: Important consideration factors for buying bakery products, ‘Is the taste I like’, by demographics, June 2014

The Consumer – Interest in New Product Features
Key points
People most like to pay for health-related innovations
Figure 39: Interest in new product features, by all interested and conversion to pay, June 2014
Figure 40: Interest in new product features, June 2014
A wider interest in packaging innovations but lower willingness to pay
Figure 41: Interest in new product features, June 2014, by monthly personal income, June 2014

The Consumer – Attitudes towards Bakery Products
Key points
Figure 42: Selected attitudes towards bakery products, June 2014
Consumers want product information
Gap still exists across city tiers
Figure 43: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014
Figure 44: Selected attitudes towards bakery products, by city tiers, % of any disagreement, June 2014
Opportunities to grow bakery stores in tier two and three cities
Figure 45: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014

Appendix – Market Size and Forecast
Figure 46: China’s bakery product market, Retail value sales, 2009-19
Figure 47: China’s bakery product market, Retail volume sales, 2009-19

Appendix – Market Segmentation
Figure 48: China’s bread market, Retail value sales, 2009-19
Figure 49: China’s cake market, Retail value sales, 2009-19
Figure 50: China’s pastry market, Retail value sales, 2009-19
Figure 51: China’s bread market, Retail volume sales, 2009-19
Figure 52: China’s cake market, Retail volume sales, 2009-19
Figure 53: China’s pastry market, Retail volume sales, 2009-19

Appendix - Changes in Bakery Products Consumption
Figure 54: Changes in bakery products consumption, June 2014
Figure 55: Changes in bakery products consumption– Any kind of bakery product, by demographics, June 2014
Figure 56: Changes in bakery products consumption– Bread, by demographics, June 2014
Figure 57: Changes in bakery products consumption– Cake, by demographics, June 2014
Figure 58: Changes in bakery products consumption– Pastry, by demographics, June 2014
Figure 59: Changes in bakery products consumption– Plain white bread, by demographics, June 2014
Figure 60: Changes in bakery products consumption– Grain bread, by demographics, June 2014
Figure 61: Changes in bakery products consumption– Fruit/nut bread, by demographics, June 2014
Figure 62: Changes in bakery products consumption– Bread with meat, by demographics, June 2014
Figure 63: Changes in bakery products consumption– French soft bread/rolls, by demographics, June 2014
Figure 64: Changes in bakery products consumption– Bread with filling, by demographics, June 2014
Figure 65: Changes in bakery products consumption– Cakes, by demographics, June 2014
Figure 66: Changes in bakery products consumption– Muffins, by demographics, June 2014
Figure 67: Changes in bakery products consumption– Donuts, by demographics, June 2014
Figure 68: Changes in bakery products consumption– Chinese pastries, by demographics, June 2014
Figure 69: Changes in bakery products consumption– Western pastries, by demographics, June 2014

Appendix - Occasions of Eating Bakery Products
Figure 70: Occasions of eating bakery products, June 2014
Figure 71: Most popular occasions of eating bakery products – Bread, by demographics, June 2014
Figure 72: Next most popular occasions of eating bakery products – Bread, by demographics, June 2014
Figure 73: Most popular occasions of eating bakery products – Cake, by demographics, June 2014
Figure 74: Next most popular occasions of eating bakery products – Cake, by demographics, June 2014
Figure 75: Most popular occasions of eating bakery products – Pastry, by demographics, June 2014
Figure 76: Next most popular occasions of eating bakery products – Pastry, by demographics, June 2014

Appendix - Places to Buy Bakery Products
Figure 77: Places to buy bakery products, June 2014
Figure 78: Most popular places to buy bakery products, by demographics, June 2014
Figure 79: Next most popular places to buy bakery products, by demographics, June 2014
Repertoire analysis
Figure 80: Repertoire of places to buy bakery products, June 2014
Figure 81: Repertoire of places to buy bakery products, by demographics, June 2014

Appendix - Important Consideration Factors for Buying Bakery Products
Figure 82: Important consideration factors for buying bakery products, June 2014
Figure 83: Most popular important consideration factors for buying bakery products – Rank 1, by demographics, June 2014
Figure 84: Next most popular important consideration factors for buying bakery products – Rank 1, by demographics, June 2014
Figure 85: Most popular important consideration factors for buying bakery products – Rank 2, by demographics, June 2014
Figure 86: Next most popular important consideration factors for buying bakery products – Rank 2, by demographics, June 2014
Figure 87: Most popular important consideration factors for buying bakery products – Rank 3, by demographics, June 2014
Figure 88: Next most popular important consideration factors for buying bakery products – Rank 3, by demographics, June 2014
Figure 89: Important consideration factors for buying bakery products, by most popular places to buy bakery products, June 2014
Figure 90: Important consideration factors for buying bakery products, by next most popular places to buy bakery products, June 2014

Appendix - Interest in New Product Features
Figure 91: Interest in new product features, June 2014
Figure 92: Interest in new product features – Containing healthy plant-based ingredients, by demographics, June 2014
Figure 93: Interest in new product features – Fortification with vegetables/fruits, by demographics, June 2014
Figure 94: Interest in new product features – Added nourishing Chinese medicine ingredients with health credentials, by demographics, June 2014
Figure 95: Interest in new product features – With additional healthy benefits, by demographics, June 2014
Figure 96: Interest in new product features – Meat-flavoured innovations, by demographics, June 2014
Figure 97: Interest in new product features – Usage of exotic flavours innovations, by demographics, June 2014
Figure 98: Interest in new product features – Introducing alternative bread formats, by demographics, June 2014
Figure 99: Interest in new product features – Offering bakery products as food pairing or meal combo deals, by demographics, June 2014
Figure 100: Interest in new product features – Packaging suitable for on the go, by demographics, June 2014
Figure 101: Interest in new product features – Multipack for family, by demographics, June 2014

Appendix - Attitudes towards Bakery Products
Figure 102: Attitudes towards bakery products, June 2014
Figure 103: Agreement with the statement ‘I am concerned about bakery products’ negative influence on health’, by demographics, June 2014
Figure 104: Agreement with the statement ‘I am concerned about the food safety of bakery products’, by demographics, June 2014
Figure 105: Agreement with the statement ‘Chinese-style food is a better choice for breakfast than bakery products’, by demographics, June 2014
Figure 106: Agreement with the statement ‘Bakery products are not as filling as other staples, by demographics, June 2014
Figure 107: Agreement with the statement ‘Other western-style food are a better choice for breakfast than bakery products’, by demographics, June 2014
Figure 108: Agreement with the statement ‘I would like to see more bakery products with ingredients designed for specific groups’, by demographics, June 2014
Figure 109: Agreement with the statement ‘I prefer own-label bakery products’, by demographics, June 2014
Figure 110: Agreement with the statement ‘I prefer fresh-made bakery products from a bakery store than packaged bakery products’, by demographics, June 2014
Figure 111: Agreement with the statement ‘I am willing to pay more for premium bakery products’, by demographics, June 2014
Figure 112: Agreement with the statement ‘Manufactures of bakery products should provide more information on the pack’, by demographics, June 2014
Figure 113: Agreement with the statement ‘I would like to see more promotional offers of bakery products’, by demographics, June 2014
Figure 114: Agreement with the statement ‘I would like to see more dining-in options in in-store bakeries’, by demographics, June 2014
Figure 115: Agreement with the statement ‘I would like to see more convenient channels selling bakery products’, by demographics, June 2014

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