866-997-4948(US-Canada Toll Free)

Biscuits, Cookies and Crackers - China - March 2016

Published By :

Mintel

Published Date : Mar 2016

Category :

Bakery Products

No. of Pages : N/A

Their convenience and filling nature enable biscuits to be competitive within the breakfast occasion. Breakfast biscuits should focus on taste and nutritional richness. Consumers are drawn to breakfast biscuits with coatings/fillings and nuts/fruits bits.

Table of Content

Overview

What you need to know
Products covered in this report
Figure 1: Definition of low/mid/high MHI groups, by city tier

Executive Summary

The market
Figure 2: Total China biscuits market retail volume, 2010-20
Figure 3: Total China biscuits market retail value, 2010-20
Key players
Figure 4: Value share of top 10 companies, 2013-15
The consumer
Biscuits strongly associated with hunger filling, but are less competitive in offering health benefits
Figure 5: Perception towards different types of snacks, December 2015
Sandwich biscuits, cookies and waffles are most popular biscuits types
Figure 6: Usage of biscuits, December 2015
Hunger filling and snacking are key occasions to eat biscuits
Figure 7: Eating occasions of different types of biscuits, December 2015
Encouraging pairing eating overcomes the biscuits’ drawbacks
Figure 8: Eating habits, by consumers who claim “biscuits are too dry when eating”, December 2015
Breakfast biscuits should have a rich taste, be nutritional and low in calories
Figure 9: Ideal breakfast biscuits, December 2015
Imported biscuits win through better taste and higher quality
Figure 10: Attitudes towards imported biscuits, by usage of imported biscuits, December 2015
New flavours, colours and shapes of biscuits are expected
Figure 11: Attitudes towards biscuits innovation, by attitude towards biscuits, December 2015
What we think

Issues and Insights

How biscuits tap into breakfast occasions
The facts
The implications
Figure 12: Top 10 claims of new breakfast biscuits, China and global, 2013-15
Figure 13: Top 10 flavours of new breakfast biscuits, China and global, 2013-15
What types of snacking biscuits do people like?
The facts
The implications
Figure 14: Biscuits launched by chocolate confectionary brands, UK, 2014
Paring biscuits with drinks/other foods to create fusion experience
The facts
The implications
Figure 15: Ezaki Glico Group and Kirin Beverage packs, Japan, 2015

The Market - What You Need to Know

The growth of the biscuits market is slowing down
The market continues to grow at a CAGR of 5%
Sweet biscuits segment drives the market growth
Snack-like biscuits encourage premiumisation
Healthy eating trend hinders growth

Market Size and Forecast

The growth of biscuits market is slowing down
Figure 16: Retail market size of biscuits in China, 2010-15
The market is forecast to grow at a CAGR of 5%
Figure 17: Total China biscuits market retail volume, 2010-20
Figure 18: Total China biscuits market retail value, 2010-20

Market Drivers

Increasing disposable income
Figure 19: Per capita disposable income, China, 2010-14
Fast-moving lifestyles push city dwellers to seek convenient foods
Snack-like biscuits encourage premiumisation
Healthy eating trend drives consumers away from eating biscuits

Market Segmentation

Active new product development drives the shifting popularity of sweet biscuits
Figure 20: Value of biscuits market in China, by segment, 2010-15
Sweet biscuits segment continues to grow quicker
Figure 21: Value of sweet biscuits segment, 2010-20
Figure 22: Value of savoury biscuits segment, 2010-20

Key Players - What You Need to Know

China biscuits market is fragmented
Mondel?z tapping into breakfast market
Manufacturers are innovating in flavours, convenience and social media communication

Market Share

A fragmented market
Figure 23: Value share of top 11 companies, 2013-15
Snack-like biscuits companies continue to gain share
Mondel?z rebounded in 2015 after poor performance during 2012-14
Cookies brands are dark horses

Competitive Strategies

Mondel?z tapping into breakfast market
Figure 24: Examples of BelVita on-pack claim (mixed-berry flavour), China and global, 2015
Top players strengthen execution
Mondel?z invests in TV advertising and free sampling for BelVita
Danisa surpassed Kjeldsens in sales in 2014 due to strong trade execution
Foreign brands embrace E-commerce to enter China market

Who’s Innovating?

Manufacturers dedicated to increasing flavours
Figure 25: Top 10 flavours of new biscuits, China, 2013-15
Figure 26: Emerging flavours of biscuits, China, 2013-15
Convenience features increase to fit fast-moving lifestyles
Manufacturers invest in convenient packaging
Figure 27: Top 10 claims of new biscuits, China, 2013-15
Figure 28: Example of “convenient” biscuits, China, 2015
On-the-go positioning calls for more launches
Figure 29: Top 10 countries of new biscuits with on-the-go claim, global, 2013-15
Figure 30: Biscuits with on-the-go claim, global, 2015
Manufacturers leverage social media to get in touch with consumers
Snack-like biscuits are bold innovation globally
Dessert-inspired flavours invade
Figure 31: Dessert-inspired biscuits, global, 2015
New colours and shapes are eye-catching
Figure 32: Example of biscuits with unique shapes, Japan, 2015
Figure 33: Example of biscuits with unique colours, global, 2015
Breakfast biscuits could be filled/coated
Figure 34: Example of breakfast biscuits, global, 2015
Ancient grains are emerging ingredients
Figure 35: Example of biscuits containing ancient grains, global, 2015

The Consumer - What You Need to Know

Biscuits are evolving into snack foods
Occasion extension could drive more consumption
Encourage pairing eating methods
Breakfast biscuits should be rich in taste, full in nutrition and low in calories

Perception towards Different Types of Snacks

Biscuits strongly associated with filling up
Figure 36: Perception towards different types of snacks, December 2015
Consumers like the taste of biscuits
Biscuits are less competitive in delivering health benefits

Usage of Different Types of Biscuits

Sandwich biscuits, cookies and waffles are most popular biscuits types
Figure 37: Usage of biscuits, December 2015
Females and young people explore unusual biscuits types
Figure 38: Usage of biscuits, by gender and age, December 2015
Northern and Southern China eat more biscuits
Figure 39: Usage of biscuits, by region, December 2015

Eating Occasions of Biscuits

Hunger filling and snacking are key occasions for eating biscuits
Figure 40: Eating occasions of different types of biscuits, December 2015
Opportunities to extend eating occasions
Figure 41: Eating occasions of different types of biscuits, by repertoire (one occasion), December 2015

Eating Methods of Biscuits

Dairy products are popular biscuits companions
Figure 42: Eating methods of biscuits, December 2015
Figure 43: Eating biscuits with dairy products, by cities, December 2015
Pairing biscuits with different types of drinks
Figure 44: Eating methods of biscuits, by consumers who claim “biscuits are too dry when eating”, December 2015
Figure 45: Eating biscuits with coffee, by cities, December 2015
Wealthy people eat biscuits with cheese and dipping sauces
Figure 46: Eating biscuits with cheese and dip sauces, by income, December 2015
Figure 47: Ritz Crackers 'n Cheese Dip by Kraft, Mexico, 2014

Ideal Breakfast Biscuits

Sweet and crispy biscuits are preferred
Figure 48: Ideal breakfast biscuits, December 2015
Figure 49: Ideal breakfast biscuits, by age, December 2015
Consumers favour biscuits with bits and fillings/coating
Figure 50: Ideal breakfast, December 2015 (continued)
Figure 51: Ideal breakfast, by age and gender groups, December 2015
Rich nutrition is wanted, but not high calories
Figure 52: Ideal breakfast biscuits, December 2015 (continued)
Small packaging fits well with on-the-go eating occasions
Figure 53: Ideal breakfast biscuits, December 2015 (continued)

Attitudes towards Biscuits

Imported biscuits win by better taste and higher quality
Figure 54: Attitudes towards imported biscuits, by usage of imported biscuits, December 2015
Figure 55: Top 10 flavours of biscuits, China and top popular imported countries, 2013-15
New flavours, colours and shapes of biscuits are expected
Figure 56: Attitudes towards biscuits innovation, December 2015
Figure 57: Attitudes towards biscuits innovation, by attitude towards biscuits, December 2015

Meet the Mintropolitans

Mintropolitans eat biscuits as treats
Figure 58: Usage of biscuits, by consumer classification, December 2015
Mintropolitans eat biscuits with coffee and cheese
Figure 59: Eating methods of biscuits, by consumer classification, December 2015
Mintropolitans favour buttery-tasting breakfast biscuits
Figure 60: Preferred mouth feeling of ideal breakfast biscuits, by consumer classification, December 2015

Appendix – Market Size and Forecast

Figure 61: Retail value sales of biscuits, by segment, 2010-20
Figure 62: Retail volume of biscuits, by segment, 2010-20

Appendix - Market Segmentation

Figure 63: Retail value sales of savoury biscuits, China, 2010-20
Figure 64: Retail volume of savoury biscuits, China, 2010-20
Figure 65: Retail value sales of sweet biscuits, China, 2010-20
Figure 66: Retail volume of sweet biscuits, China, 2010-20

Appendix - Methodology and Abbreviations

Methodology
Fan chart forecast
Why Mintropolitans?
Who are they?
Figure 67: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 68: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
Abbreviations

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Sugar and Gum Confectionery - UK - January 2015

    Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market....