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The Chinese Fish and Seafood Market: What Consumers Eat and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

SeaFood

No. of Pages : 91 Pages


Product Synopsis

This report provides the results for the Fish & Seafood market in the China from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer in organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Fish & Seafood market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Fish & Seafood market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As China undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. This makes early identification of the consumer groups and trends driving market behavior essential.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ambient Fish & Seafood, Raw Packaged Fish & Seafood-processed Pieces, Raw Packaged Fish & Seafood-whole cuts, Dried Fish & Seafood, Fresh Fish & Seafood (counter), and Frozen Fish & Seafood.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Consumer segmentation analysis of the Fish & Seafood market by wealth group in China indicates that the Better Off wealth group leads the market in value terms, accounting for more than one-third of the total Fish & Seafood market in China. Combined with the substantial Moderate Income wealth group, this suggests strong potential for premium products in the market.
  • Men consume slightly more expensive Fish & Seafood products than Women. They hold a value market share of 51% accounting for 52% of the population, and as such could be targeted with more expensive or value-added products.
  • Consumer survey results highlight that Changing life stages and Quality seeking are the leading factors influencing fish & seafood consumption in China. Not only do a large proportion of Chinese consumers, in certain categories at least, highlight that these specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

Key Highlights

  • Private labels account for a high percentage of the Fish & Seafood thats distributed despite the undeveloped, fragmented state of the Chinese organized retail market. Penetration is highest in the Ambient Fish & Seafood category, where private labels account for 30% of the market by volume.
  • Pre-Mid-Lifers have the largest share of the Fish & Seafood market by value with 18%, closely followed by Older Consumers and Older Young Adults. The market is evenly distributed and no age group consumes Fish & Seafood disproportionately, with the market value mirroring the countrys population profile. 
  • Frozen Fish & Seafood is the largest product category by value in the Chinese Fish & Seafood market, accounting for 61% of the market by value and 57% of the market by volume.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fish and Seafood Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Ambient Fish and Seafood
3.2.2 Dried Fish and Seafood
3.2.3 Fresh Fish and Seafood (counter)
3.2.4 Frozen Fish and Seafood
3.2.5 Raw Packaged Fish and Seafood - processed pieces
3.2.6 Raw Packaged Fish and Seafood - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Fish and Seafood
3.3.2 Dried Fish and Seafood
3.3.3 Fresh Fish and Seafood (counter)
3.3.4 Frozen Fish and Seafood
3.3.5 Raw Packaged Fish and Seafood - processed pieces
3.3.6 Raw Packaged Fish and Seafood - whole cuts

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Fish and Seafood
4.1.2 Dried Fish and Seafood
4.1.3 Fresh Fish and Seafood (counter)
4.1.4 Frozen Fish and Seafood
4.1.5 Raw Packaged Fish and Seafood - processed pieces
4.1.6 Raw Packaged Fish and Seafood - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Fish and Seafood
4.2.2 Dried Fish and Seafood
4.2.3 Fresh Fish and Seafood (counter)
4.2.4 Frozen Fish and Seafood
4.2.5 Raw Packaged Fish and Seafood - processed pieces
4.2.6 Raw Packaged Fish and Seafood - whole cuts

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fish and Seafood Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Fish and Seafood
5.2.2 Dried Fish and Seafood
5.2.3 Fresh Fish and Seafood (counter)
5.2.4 Frozen Fish and Seafood
5.2.5 Raw Packaged Fish and Seafood - processed pieces
5.2.6 Raw Packaged Fish and Seafood - whole cuts

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fish and Seafood
6.1.2 Ambient Fish and Seafood
6.1.3 Dried Fish and Seafood
6.1.4 Fresh Fish and Seafood (counter)
6.1.5 Frozen Fish and Seafood
6.1.6 Raw Packaged Fish and Seafood - processed pieces
6.1.7 Raw Packaged Fish and Seafood - whole cuts

7 Consumption Impact: Market Valuation
7.1 Fish and Seafood Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fish and Seafood Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fish and Seafood Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share Of Organized Retail
8.1 Retailer Volume Share Of Organized Retail
8.1.1 Retailer Volume Share Of Organized Retail in Fish and Seafood
8.2 Retailer Volume Share by Category Of Organized Retail
8.2.1 Retail Share by Volume Of Organized Retail- Ambient Fish and Seafood
8.2.2 Retail Share by Volume Of Organized Retail- Dried Fish and Seafood
8.2.3 Retail Share by Volume Of Organized Retail-Fresh Fish and Seafood (counter)
8.2.4 Retail Share by Volume Of Organized Retail- Frozen Fish and Seafood
8.2.5 Retail Share by Volume Of Organized Retail- Raw Packaged Fish and Seafood - processed pieces
8.2.6 Retail Share by Volume Of Organized Retail- Raw Packaged Fish and Seafood - whole cuts
8.3 Profiles of End-Consumers of Fish and Seafood, by Retailer Used
8.3.1 A-Best Supermarket Co., Ltd
8.3.2 Carrefour China
8.3.3 Dashang Group
8.3.4 Metro Cash and Carry
8.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.3.6 Tesco China
8.3.7 Trust Mart
8.3.8 Wal-Mart Super center, China
8.3.9 Wuhan Zhongbai Group Co., Ltd.
8.3.10 Wumart Stores. Group
8.3.11 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Fish and Seafood Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Fish and Seafood Value Share (%), by Age Groups, 2012
Table 5: China Fish and Seafood Value Share (%), by Gender, 2012
Table 6: China Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Fish and Seafood Value Share (%) by Wealth Groups, 2012
Table 9: China Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Table 10: China Ambient Fish and Seafood Consumer Group Share (% market value), 2012
Table 11: China Dried Fish and Seafood Consumer Group Share (% market value), 2012
Table 12: China Fresh Fish and Seafood (counter) Consumer Group Share (% market value), 2012
Table 13: China Frozen Fish and Seafood Consumer Group Share (% market value), 2012
Table 14: China Raw Packaged Fish and Seafood - processed pieces Consumer Group Share (% market value), 2012
Table 15: China Raw Packaged Fish and Seafood - whole cuts Consumer Group Share (% market value), 2012
Table 16: China Total Ambient Fish and Seafood Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: China Total Dried Fish and Seafood Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: China Total Fresh Fish and Seafood (counter) Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: China Total Frozen Fish and Seafood Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: China Total Raw Packaged Fish and Seafood - processed pieces Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: China Total Raw Packaged Fish and Seafood - whole cuts Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: China Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: China Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: China Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: China Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: China Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: China Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: China Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: China Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: China Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: China Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: China Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: China Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: China Ambient Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 35: China Dried Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 36: China Fresh Fish and Seafood (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 37: China Frozen Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 38: China Raw Packaged Fish and Seafood - processed pieces Consumer Profiles (% consumers by sub-group), 2012
Table 39: China Raw Packaged Fish and Seafood - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 40: China Fish and Seafood Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: China Ambient Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: China Dried Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: China Fresh Fish and Seafood (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: China Frozen Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: China Raw Packaged Fish and Seafood - processed pieces Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: China Raw Packaged Fish and Seafood - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: China Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: China, Ambient Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: China, Dried Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: China, Fresh Fish and Seafood (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: China, Frozen Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: China, Raw Packaged Fish and Seafood - processed pieces: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: China, Raw Packaged Fish and Seafood - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: China Fish and Seafood Market Value (Yuan Renminbi million), by Category, 2012
Table 55: China Fish and Seafood Market Value (US$ million), by Category, 2012
Table 56: China Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 57: China Fish and Seafood Market Value (US$ million), by Category, 2012
Table 58: China Fish and Seafood Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 59: China Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Table 60: China Fish and Seafood Expenditure Per Household (Yuan Renminbi), by Category
Table 61: China Fish and Seafood Expenditure Per Household (US$), by Category
Table 62: China Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 63: China Fish and Seafood Consumption Per Capita (Kg / Population), by Category, 2012
Table 64: China Fish and Seafood Consumption Per Household (Kg / Households), by Category, 2012
Table 65: China Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
Table 66: China Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 67: China Dried Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 68: China Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 69: China Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 70: China Raw Packaged Fish and Seafood - processed pieces Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 71: China Raw Packaged Fish and Seafood - whole cuts Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 72: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 73: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 74: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 75: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Metro Cash and Carry (% by Subgroup, as tracked by the Survey), 2012
Table 76: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 77: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 78: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 79: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 80: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 81: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 82: China: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart

Figure 1: Consumer Trends Report Methodology
Figure 2: China Fish and Seafood Value Share (%), by Age Groups, 2012
Figure 3: China Fish and Seafood Value Share (%), by Gender, 2012
Figure 4: China Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Fish and Seafood Value Share (%) by Wealth Groups, 2012
Figure 7: China Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: China Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: China Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: China Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: China Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: China Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: China Fish and Seafood Market Value (US$ million), by Category, 2012
Figure 21: China Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Figure 22: China Fish and Seafood Expenditure Per Household (US$), by Category
Figure 23: China Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
Figure 24: China Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 25: China Dried Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 26: China Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 27: China Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 28: China Raw Packaged Fish and Seafood - processed pieces Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 29: China Raw Packaged Fish and Seafood - whole cuts Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012

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