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The Chinese Ice Cream Market: What Consumers Eat and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Ice Cream

No. of Pages : 56 Pages


Product Synopsis

This report provides the results for the Ice Cream market in 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 choices. 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 Ice Cream 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 Ice Cream 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: Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream.
  • 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

  • Consumption frequency is lowest for the Early and Older Young Adults categories. This may well be due to Ice Cream being a sweet treat that is usually high in sugar and fat so is not as attractive to this age range, who are more likely to be concerned about their weight. In order to improve the consumption frequency of this age range, producers need to position their products with this in mind.
  • Female consumption of Impulse Ice Cream is significantly higher than Male consumption, unlike in other categories. This indicates that Females are more likely to consume Impulse Ice Cream on a whim than as part of a planned occasion. Marketers should be aware of this when planning campaigns.
  • The largest value share of Ice Cream products is consumed by the Better Off Wealth Group; this share is larger than expected from its proportion of the population. This is not unexpected as Ice Cream is a treat and not an essential food item. Marketing campaigns need to target this group to remain effective.

Key Highlights

  • Value share of the Ice Cream Market in China is significant for all age groups. This indicates that Ice Cream appeals to users of all age groups so the potential market is huge.
  • Not only do a large proportion of Chinese consumers highlight that a specific consumer trend has an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on this trend enough to ensure that targeting them, in the right categories, is essential to success.
  • Private Label products have a significant value share of the Take-home and Impulse Ice Cream markets branding for Artisanal Ice Cream is diffuse as it is produced by small local manufacturers by definition. This indicates that, although the majority of consumers prefer known brands, there are many who are happy to benefit from the value for money afforded by Private Label variations. This part of the market therefore has a large growth opportunity.
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 Ice Cream 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 Artisanal Ice Cream
3.2.2 Impulse Ice Cream
3.2.3 Take-home Ice Cream
3.3 Behavioral Trends and Market Value
3.3.1 Artisanal Ice Cream
3.3.2 Impulse Ice Cream
3.3.3 Take-home Ice Cream

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Artisanal Ice Cream
4.1.2 Impulse Ice Cream
4.1.3 Take-home Ice Cream
4.2 Consumer Profiles by Product Category
4.2.1 Artisanal Ice Cream
4.2.2 Impulse Ice Cream
4.2.3 Take-home Ice Cream

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Ice Cream Brand Choice and Private Label Consumer Penetration
5.2.1 Impulse Ice Cream
5.2.2 Take-home Ice Cream

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Ice Cream
6.1.2 Artisanal Ice Cream
6.1.3 Impulse Ice Cream
6.1.4 Take-home Ice Cream

7 Consumption Impact: Market Valuation
7.1 Ice Cream Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Ice Cream 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 Ice Cream 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 Of Organized Retail Share in Ice Cream
8.2 Retailer Volume Share Of Organized Retail by Category
8.2.1 Retail Share by Volume Of Organized Retail Impulse Ice Cream
8.2.2 Retail Share by Volume Of Organized Retail Take-home Ice Cream
8.3 Profiles of End-Consumers of Ice Cream, by Retailer Used
8.3.1 Carrefour China
8.3.2 Tesco China
8.3.3 Wal-Mart Super center, China
8.3.4 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Ice Cream Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Ice Cream Value Share (%), by Age Groups, 2012
Table 5: China Ice Cream Value Share (%), by Gender, 2012
Table 6: China Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Ice Cream Value Share (%) by Wealth Groups, 2012
Table 9: China Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 10: China Artisanal Ice Cream Consumer Group Share (% market value), 2012
Table 11: China Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 12: China Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 13: China Total Artisanal Ice Cream Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: China Total Impulse Ice Cream Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: China Total Take-home Ice Cream Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: China Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: China Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: China Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: China Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: China Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: China Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: China Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 23: China Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 24: China Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 25: China Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: China Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: China Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: China Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: China, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: China, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: China, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: China Ice Cream Market Value (Yuan Renminbi million), by Category, 2012
Table 33: China Ice Cream Market Value (US$ million), by Category, 2012
Table 34: China Ice Cream Market Volume (Kg m), by Category, 2012
Table 35: China Ice Cream Market Value (US$ million), by Category, 2012
Table 36: China Ice Cream Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 37: China Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 38: China Ice Cream Expenditure Per Household (Yuan Renminbi), by Category
Table 39: China Ice Cream Expenditure Per Household (US$), by Category
Table 40: China Ice Cream Market Volume (Kg m), by Category, 2012
Table 41: China Ice Cream Consumption Per Capita (Kg / Population), by Category, 2012
Table 42: China Ice Cream Consumption Per Household (Kg / Households), by Category, 2012
Table 43: China Ice Cream Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
Table 44: China Impulse Ice Cream Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 45: China Take-home Ice Cream Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 46: China: Profile of Ice Cream Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 47: China: Profile of Ice Cream Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 48: China: Profile of Ice Cream Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 49: China: Profile of Ice Cream 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 Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: China Ice Cream Value Share (%), by Gender, 2012
Figure 4: China Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: China Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Ice Cream Market Value (US$ million), by Category, 2012
Figure 15: China Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 16: China Ice Cream Expenditure Per Household (US$), by Category
Figure 17: China Ice Cream Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
Figure 18: China Impulse Ice Cream Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 19: China Take-home Ice Cream Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012

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