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Biscuits, Cookies and Crackers - China - March 2014

Published By :

Mintel

Published Date : Apr 2014

Category :

Bakery Products

No. of Pages : 116 Pages


Product innovation is key to business growth, since consumers are open towards different types of biscuits and are eager to try new products. Healthy and indulgent are the two key areas for product innovation as they are the main purchase drivers.
Table of Content

Introduction
Definition
Report structure
Methodology
Abbreviations

Executive Summary
The market
Figure 1: Total China biscuit market retail, by volume, 2008-18
Figure 2: Total China biscuit market retail, by value, 2008-18
Figure 3: Total China biscuits retail sales and share, by volume (000tonnes) and value (RMB Bn), by segment, 2013
Companies and brands
Figure 4: Top biscuits companies in China, volume share, 2012 and 2013
Figure 5: Top biscuits companies in China, value share, 2012 and 2013
The consumer
Usage of and preference towards different types of biscuits
Figure 6: Frequency of eating different types of biscuits, December 2013
Occasions for eating biscuits
Figure 7: Occasions for eating biscuits, December 2013
Important factors when purchasing biscuits
Figure 8: Important factors when purchasing biscuits, December 2013
Biscuit purchase and usage habits
Figure 9: Biscuit purchase and usage habits, December 2013
Attitudes towards biscuits
Figure 10: Attitude towards biscuits, December 2013
Key trends
Exploring new flavours
Capitalise on the healthy eating trend
High-satiety products key to growth in savoury biscuit segment
What we think

The Market
Key points
Market size and forecast
China’s biscuit market is growing steadily
Figure 11: China biscuit market, retail volume and value sales, 2008-18
There is room for further increase in biscuit consumption
Figure 12: Top 10 biscuit markets, by annual per capita volume consumption (KG), retail only, 2013
Growth is forecast to continue
Figure 13: Total China biscuit market retail, by volume, 2008-18
Figure 14: Total China biscuit market retail, by value, 2008-18
Market segmentation
By purpose of usage
By taste
Figure 15: Volume and value of China biscuit market, by segment, 2008-13
Market drivers and barriers
Drivers
Figure 16: Annual growth in GPD and income (urban/rural residents), China, 2006-13
Potential barrier

Companies and Brands
Key points
Brand share
Figure 17: Leading companies’ market shares in the China retail biscuit market, by volume, 2011-13
Figure 18: Leading companies’ market shares in the China retail biscuit market, by value, 2011-13
Advertising and innovation
Interaction and engagement with kids
Figure 19: Examples of biscuit innovations positioned for children 5-8, China, 2013-14
Fusion of biscuits and other snacks
Figure 20: Examples of biscuit innovations using other snacking food as ingredients, China, 2013-14
Companies
Mondelēz International, Inc.
Tingyi Holdings Ltd.
Nestlé S.A.
Guangdong Jiashili Food Group Co., Ltd.
Garden Food Trade Co., Ltd.
Want Want China Holdings Limited
Shanghai Ezaki Glico Foods Co., Ltd.

The Consumer – Usage of and Preference Towards Different Types of Biscuits
Key points
Consumers are used to eating different types of biscuits
Figure 21: Frequency of eating different types of biscuits, December 2013
Figure 22: Types of biscuits consumers are most interested in having, December 2013
Figure 23: Types of biscuits consumers are most interested in having, by gender and age, December 2013

The Consumer – Occasions for Eating Biscuits
Key points
Consumers eat biscuits on a variety of occasions and for different purposes
Figure 24: Occasions for eating biscuits, December 2013
Figure 25: Occasions for eating biscuits, by income and city tier, December 2013

The Consumer – Important Factors When Purchasing Biscuits
Key points
Taste is the most important purchase driver, followed by safety and health
Figure 26: Important factors when purchasing biscuits, December 2013
Figure 27: Important factors when purchasing biscuits, by age, December 2013
Figure 28: Important factors when purchasing biscuits, by income and city tier, December 2013

The Consumer – Biscuit Purchase and Usage Habits
Key points
Biscuits are commonly bought for sharing
Figure 29: Biscuit purchase and usage habits, December 2013
Scope to increase the usage of biscuits as a gift
Figure 30: Festive food bought as a gift in the past 12 months, June 2013
Figure 31: Biscuit purchase and usage habit, by income and city tier, December 2013

The Consumer – Attitudes Towards Biscuits
Key points
Consumers look for new and indulgent biscuits
Demand for healthy biscuits grows
Safety concerns are yet to be eliminated
Figure 32: Attitudes towards biscuits, December 2013
Figure 33: Attitudes towards biscuits, by income and city tier, December 2013

Key Issue – Exploring New Flavours
Key points
Scope for flavour innovations
Figure 34: New biscuit flavour components, China, 2011-14 (February)
Opportunities for exotic flavours
Figure 35: Agreement with the statement “I like to try food and drink product in new exotic flavours”, by demographics, China, December 2012
Figure 36: Types of cuisine eaten at full-service restaurants in the past 12 months, August 2012
Experimentation with complex flavours
Adapting dish flavours for savoury biscuits
Figure 37: Examples of dish flavoured biscuits, US
Adapting dessert flavours to sweet biscuits
What does it mean?

Key Issue – Capitalise on the Healthy Eating Trend
Key points
Addressing consumers’ health concerns is key to future growth of the biscuit market
Natural ingredients to provide health-enhancing benefits
Figure 38: Ingredients consumers are most likely to choose, China, December 2012
Fortifying benefits
Suitable for those suffering from chronic diseases
Energy-boosting properties
Beauty and weight control benefits
Natural sweeteners to improve safety perceptions
What does it mean?

Key Issue – High-satiety Products Key to Growth in Savoury Biscuit Segment
Key points
Savoury biscuit segment is growing at a slower pace
Figure 39: Proportion of new product launches in the China biscuit market, by sub-category, 2009-13
Growing savoury biscuits through emphasising “high satiety”
Growing savoury biscuits through emphasising “healthiness”
Figure 40: New biscuit health-related claims, by sub-category in selected markets, % amongst total new product launches, Jan 2012- Mar 2014
What does it mean?

Appendix – Market Size
Figure 41: China biscuit market, retail volume and value sales, 2008-18
Figure 42: China biscuit market, retail volume and value sales, by segment, 2008-18

Appendix – Frequency of Eating Different Types of Biscuits
Figure 43: Frequency of eating different types of biscuits, December 2013
Figure 44: Frequency of eating different types of biscuits, December 2013

Appendix – Types of Biscuits Consumers Are Most Interested in Having
Figure 45: Types of biscuits consumers are most interested in having, December 2013
Figure 46: Most popular types of biscuits consumers are most interested in having, by demographics, December 2013
Figure 47: Next most popular types of biscuits consumers are most interested in having, by demographics, December 2013
Figure 48: Other types of biscuits consumers are most interested in having, by demographics, December 2013

Appendix – Occasions for Eating Biscuits
Figure 49: Occasions for eating biscuits, December 2013
Figure 50: Most popular occasions for eating biscuits, by demographics, December 2013
Figure 51: Next most popular occasions for eating biscuits, by demographics, December 2013

Appendix – Important Factors When Purchasing Biscuits
Figure 52: Important factors when purchasing biscuits, December 2013
Figure 53: Most popular important factors when purchasing biscuits – Rank 1, by demographics, December 2013
Figure 54: Next most popular important factors when purchasing biscuits – Rank 1, by demographics, December 2013
Figure 55: Other important factors when purchasing biscuits – Rank 1, by demographics, December 2013

Appendix – Biscuit Purchase and Usage Habits
Figure 56: Biscuit purchase and usage habit, December 2013
Figure 57: Most popular biscuit purchase and usage habits, by demographics, December 2013
Figure 58: Next most popular biscuit purchase and usage habits, by demographics, December 2013

Appendix – Attitudes Towards Biscuits
Figure 59: Attitudes towards biscuits, December 2013
Figure 60: Agreement with the statement ‘Eating fewer biscuits is beneficial for weight control’, by demographics, December 2013
Figure 61: Agreement with the statement ‘Biscuits are a good replacement to staple food when trying to lose weight’, by demographics, December 2013
Figure 62: Agreement with the statement ‘Biscuits are a nice treat to have’, by demographics, December 2013
Figure 63: Agreement with the statement ‘I would like to be the first to try a new biscuit product’, by demographics, December 2013
Figure 64: Agreement with the statement ‘It is sociable to share biscuits with others’, by demographics, December 2013
Figure 65: Agreement with the statement ‘Biscuits of international brands are safer to eat than China’s own brands’, by demographics, December 2013
Figure 66: Agreement with the statement ‘Imported biscuits taste better than domestically produced ones’, by demographics, December 2013
Figure 67: Agreement with the statement ‘Biscuits in an appealing package are worth paying more for’, by demographics, December 2013
Figure 68: Agreement with the statement ‘Biscuits with fortified nutrients are worth paying more for’, by demographics, December 2013
Figure 69: Agreement with the statement ‘Biscuits with unique fillings/coatings are worth paying more for’, by demographics, December 2013
Figure 70: Agreement with the statement ‘Biscuits with lower energy are worth paying more for’, by demographics, December 2013

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