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市場調查報告書

中國的巧克力糖果零食市場

Chocolate - China - May 2015

出版商 Mintel China 商品編碼 259140
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國的巧克力糖果零食市場 Chocolate - China - May 2015
出版日期: 2015年05月30日 內容資訊: 英文
簡介

消費者追求新的、高級感有味覺的(香味)的巧克力、此外有很多健康促進功能的巧克力也有很多消費額。因此、商品開發是今後商業成長的關鍵。另一方面、廠商層面的經營觀點來看、發行有季節感的味覺及包裝、可以維持消費者的期待感、取得新的客戶。

本報告書為、中國的巧克力糖果零食產品市場的現況和展望的分析、市場的課題、未來的市場預測、消費者的購買、消費模式、新產品開發的趨勢和消費者的需求、消費者態度、今後有希望的市場機會等資訊的彙整。

第1章 介紹

第2章 實施摘要

第3章 課題和考察

  • 功能的優點:新的價值命題
  • 季節商品/限定版:今後應著手未開拓領域
  • 嗜好性巧克力:風味的探求

第4章 發展趨勢的活用

  • 發展趨勢:自我企業品牌的擴張、檢證、市場的取得

第5章 市場規模和其預測

  • 重點
  • 中國的巧克力市場、數量層面跟金額層面都很穩定成長
  • 消費量的更大餘地
  • 持續的市場成長展望

第6章 市場結構

  • 重點
  • 膝上型巧克力市場的成熟化
  • 膝上型以外的巧克力市場大幅成長的可能性

第7章 市場佔有率

  • 重點
  • 外資系品牌獨佔中國的巧克力市場
  • 國內系巧克力企業的商品更新機會

第8章 商品開發趨勢

  • 重點
  • 帶入穀片巧克力糖果零食的登場擴大人氣
  • 「負面」(沒有∼在裡面)宣傳:對於食安問題消費者的需求對應
  • 高級的巧克力品牌:提供線上銷售的「划算感」

第9章 主要企業□品牌

  • Mars, Incorporated
  • Dove
  • Snickers
  • M&M's
  • Crispy
  • Ferrero S.p.A.
  • Ferrero
  • Kinder
  • The Hershey Company
  • Yildiz Holding (Godiva Chocolatier, Inc.)
  • COFCO Group

第10章 消費者:巧克力消費頻率

  • 重點
  • 巧克力的消費機會擴大到家庭用食品、飲料種類
  • 與所得擴大一起巧克力的消費頻率也增大
  • 有小孩的家庭之商品的市場機會
  • 男性的巧克力消費的促進機會
  • 高齡者巧克力消費的促進機會

第11章 消費者:人氣高的巧克力、品牌

  • 重點
  • Dove獲得最高人氣、Ferrero緊接在後
  • 對應消費者各種需求的前驅品牌

第12章 消費者:最洗好的巧克力

  • 重點
  • 個別包裝的巧克力及膝上型/框架是高人氣商品型態
  • 放入香料的巧克力及身巧克力、都受到消費者相同高程度的關心
  • 有塗層/液狀物質的巧克力:高所得消費者開拓的可能性

第13章 消費者:巧克力糖果零食的購買理由

  • 重點
  • 作為日常零食用巧克力
  • 禮品及祝賀用高人氣的巧克力糖果零食
  • 對各品牌來說的市場機會:嗜好性商品的購買機會

第14章 消費者:自家消費用巧克力購買食所需重視的主要因素

  • 重點
  • 味覺是最大的購買促進因素、天然成分、品牌價格其後
  • 天然成分、品牌價值:安全性的強力保證手段
  • 男性消費者對於價格更加敏感
  • 年輕層把重點放在味覺上的最大價值
  • 高所得者對於什錦巧克力的喜好、成分品質的重視

第15章 消費者:禮品用巧克力購買時所重視的主要因素

  • 重點
  • 做為禮品的巧克力之考量事項、依時期區分
  • 年輕族群對於送給自己夥伴用巧克力購買時、不重視品牌

第16章 消費者:對巧克力的思考模式

  • 重點
  • 消費者喜歡新的味覺經驗
  • 「巧克力成為溝通」有味覺、嗜好性以上的價值
  • 「做出氣氛的食品」之巧克力
  • 作為健康食品銷售的深巧克力
  • 對應健康問題的小型包裝銷售機會

第17章∼第24章 附錄:相關檔案、圖表

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

"Product innovation is key to business growth, since consumers are open towards new and luxurious chocolate flavours and are willing to pay extra for chocolates with health-enhancing benefits. Meanwhile from an execution perspective, manufacturers could resort to launching seasonal flavours and packaging to both maintain consumer excitement and attract new users."

- Laurel Gu, Senior Research Analyst

This report looks at the following areas:

  • Functional benefits as a new value proposition
  • Seasonal chocolates/limited editions are white spaces to explore
  • Exploring indulgent chocolate flavours

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: China chocolate market, retail volume and value sales, 2009-14
    • Figure 2: Total China chocolate market retail sales, by volume, 2009-19
    • Figure 3: Total China chocolate market retail sales, by value, 2009-19
    • Figure 4: Volume share and value share of China retail chocolate market, by segment, 2013
  • Companies and brands
    • Figure 5: Leading companies' market shares in the China retail chocolate market, by value, 2012 and 2013
  • The consumer
  • Chocolate consumption beyond confectionery
    • Figure 6: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
  • Dove has a clear lead in consumer preference, followed by Ferrero and Hershey's
    • Figure 7: Favourite chocolate brand, April 2014
  • Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
    • Figure 8: Most interested chocolate format, April 2014
  • Flavoured and dark chocolate enjoy similarly strong consumer interest
    • Figure 9: Most interested chocolate flavours, April 2014
  • Chocolates are not only bought for snacking and gifting but also very often out of impulse
    • Figure 10: Reasons for buying chocolate confectionery, April 2014
  • Taste is the most important purchase driver, followed by natural ingredients and brand equity
    • Figure 11: Important factors in buying chocolate for self/family consumption, April 2014
  • The criteria of buying chocolates as a gift vary by occasions
    • Figure 12: Important factors in buying chocolate as a gift, April 2014
  • Consumers desire more indulgent taste experiences as well as functional benefits from eating chocolates
    • Figure 13: Attitudes towards chocolate, April 2014
  • Key issues
  • Functional benefits as a new value proposition
  • Seasonal chocolates/limited editions are white spaces to be exploited
  • Exploring indulgent chocolate flavours
  • What we think

3. Issues and Insights

  • Functional benefits as a new value proposition
  • The facts
  • The implications
    • Figure 14: Examples of chocolate with stress-releasing functions, Japan (2014) and US (2012)
    • Figure 15: Examples of chocolate with slimming functions, Brazil (2014) and Japan (2013)
    • Figure 16: Examples of chocolate with muscle-strengthening functions, Sweden (2014) and US (2011)
  • Seasonal chocolates/limited editions are white spaces to explore
  • The facts
  • The implications
    • Figure 17: Examples of limited edition of chocolates sold during festival seasons, Brazil (2014), UK (2013) and Belgium (2014)
    • Figure 18: Examples of limited edition of chocolates sold during festival seasons, Japan (2014), Brazil (2014), Canada (2011) and Japan (2014)
  • Exploring indulgent chocolate flavours
  • The facts
  • The implications
    • Figure 19: Example of chocolate with dessert flavours, Germany (2014), Japan (2013)
    • Figure 20: Examples of chocolate with nuts and fruits of higher nutritional value, Japan (2014), France (2014), Spain (2014) and Germany (2014)
    • Figure 21: Examples of chocolate of new textures, South Africa (2013), Greece (2014) and Spain (2014)

4. Trend Application

  • Trend: Extend My Brand
  • Trend: Prove It
  • Trend: Make It Mine

5. Market Size and Forecast

  • Key points
  • China's chocolate market is growing steadily in both volume consumption and value sales
    • Figure 22: China chocolate market, retail volume and value sales, 2009-19
  • There is scope for further growth in consumption
    • Figure 23: Chocolate consumption frequency, China (2014) and UK (2013)
    • Figure 24: Annual per capita volume consumption (gram), retail only, China, Japan and Korea, 2013
  • Growth is forecast to continue
    • Figure 25: China chocolate market retail sales, by volume, 2009-19
    • Figure 26: China chocolate market retail sales, by value, 2009-19

6. Market Segmentation

  • Key points
  • Tablet chocolate is a maturing market
    • Figure 27: Volume and value sales of China retail chocolate market, by segment, 2012-14
    • Figure 28: Value sales of chocolate tablets, China, 2009-19
  • Non-tablet chocolates exhibit strong growth potential
    • Figure 29: Share of new chocolate launches, by segment, China, 2009-13
    • Figure 30: Value sales of individually wrapped chocolates, China, 2009-19
    • Figure 31: Value sales of chocolate countlines, China, 2009-19
    • Figure 32: Examples of new chocolate launches in countlines format, China, 2013-14
    • Figure 33: Value sales of non-individually wrapped chocolates, China, 2009-19
    • Figure 34: Examples of new chocolate launches in non-individually wrapped format, China, 2013-14

7. Market Share

  • Key points
  • China chocolate market is dominated by international brands
    • Figure 35: Leading companies' market shares in the China retail chocolate market, by value, 2012 and 2013
  • Opportunity for domestic chocolate companies to upgrade

8. Who's Innovating?

  • Key points
  • Cereals emerge as a new popular ingredient to make chocolate confectionery
    • Figure 36: Share of new chocolate launches, by flavour, China, 2011-13
    • Figure 37: Example of new chocolate products with cereal flavours, China 2013-14
  • "Minus" claims to cater to consumers' desire for food safety assurances
    • Figure 38: Share of new chocolate launches, by claims, China, 2011-13
  • Niche chocolate brands offer better price value via selling online

9. Companies & Brands

  • Mars, Incorporated
    • Figure 39: Typical chocolate shelf shot in convenience stores, Shanghai, China, 2014
  • Dove
  • Snickers
  • M&M's
  • Crispy
  • Ferrero S.p.A.
  • Ferrero
  • Kinder
  • The Hershey Company
    • Figure 40: Hershey flagship store in Shanghai, China, 2014
  • Yildiz Holding (Godiva Chocolatier, Inc.)
  • COFCO Group

10. The Consumer - Frequency of Chocolate Consumption

  • Key points
  • Chocolate consumption spreads across a wide range of in-home food and beverages categories
    • Figure 41: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
    • Figure 42: Repertoire analysis on number of different types of chocolate food eaten in the past six months, by income, April 2014
  • Chocolate consumption frequency increases as people's income grow
    • Figure 43: Frequency of eating chocolate confectionery, by income, April 2014
  • Opportunity for targeting families with kids
    • Figure 44: Frequency of eating chocolate confectionery, by family composition, April 2014
  • Opportunity for boosting chocolate usage among males
    • Figure 45: Frequency of eating chocolate confectionery, by gender, April 2014
  • Opportunity for boosting chocolate usage amongst older consumers
    • Figure 46: Frequency of eating chocolate confectionery, by age, April 2014

11. The Consumer - Favourite Chocolate Brand

  • Key points
  • Dove has a clear lead in consumer preference, followed by Ferrero
    • Figure 47: Favourite chocolate brand, April 2014
    • Figure 48: City spread of consumers who named different brands being their favourite, top six mentioned brands, April 2014
  • Top brands target different consumer needs
    • Figure 49: Important factors in buying chocolate for self/family consumption, by consumers who are attracted by different brands, April 2014

12. The Consumer - Most Preferred Types of Chocolate

  • Key points
  • Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
    • Figure 50: Most interested chocolate format, by gender, April 2014
  • Flavoured and dark chocolate enjoy similarly strong consumer interest
    • Figure 51: Most interested chocolate flavours, by gender, April 2014
  • Chocolate with a coating or liquid fillings can target the high-income consumers
    • Figure 52: Most interested chocolate flavours, by income and age, April 2014
    • Figure 53: Example of chocolate products with coatings and fillings, Germany (2014), Italy (2014)

13. The Consumer - Reasons for Buying Chocolate Confectionery

  • Key points
  • Chocolates are commonly bought as an everyday snacking food
    • Figure 54: Reasons for buying chocolate confectionery, April 2014
    • Figure 55: Examples of new chocolate products launched in jumbo packs, China, 2013-14
  • Chocolate confectionery is popular for gifting and celebration occasions
  • Brands can capitalise on impulsive chocolate purchase opportunities

14. The Consumer - Important Factors in Buying Chocolate for Self/Family Consumption

  • Key points
  • Taste is the most important purchase driver, followed by natural ingredients and brand equity
    • Figure 56: Important factors in buying chocolate for self/family consumption, April 2014
  • Natural ingredients and a strong brand equity are important safety assurances
  • Male consumers are more price-sensitive
    • Figure 57: Importance of "good value for money" in buying chocolate for self/family consumption, by gender, April 2014
  • Young consumers attach greatest importance to taste
    • Figure 58: Important factors in buying chocolate for self/family consumption, by age, April 2014
  • High-income consumers like chocolate assortments and look at ingredient quality
    • Figure 59: Important factors in buying chocolate for self/family consumption, by income, April 2014

15. The Consumer - Important Factors in Buying Chocolate as a Gift

  • Key points
  • The consideration factors of buying chocolates as a gift vary by occasions
    • Figure 60: Important factors in buying chocolate as a gift, April 2014
  • Young consumers are less brand-driven when purchasing chocolates as a gift for their acquaintances
    • Figure 61: Important factors in buying chocolate as a gift, by age, April 2014

16. The Consumer - Attitudes towards Chocolate

  • Key points
  • Consumers look for new chocolate taste experiences
    • Figure 62: Attitudes towards chocolate innovations, April 2014
  • Chocolate communications can go beyond taste and indulgence
  • Chocolate as a "mood food"
    • Figure 63: Attitudes towards chocolate's functional benefits, April 2014
  • Marketing dark chocolate as a superfood
    • Figure 64: Attitudes towards chocolate's health benefits, April 2014
  • Opportunity for small size packs to relieve health concerns
    • Figure 65: Attitudes towards the amount of chocolate to take, April 2014

17. Appendix: Market Size and Forecast

  • Figure 66: China chocolate market, retail volume sales (000 tonnes), by segment, 2009-19
  • Figure 67: China chocolate market, retail value sales (RMB bn), by segment, 2009-19
  • Figure 68: Volume sales of chocolate tablets, China, 2009-19
  • Figure 69: Volume sales of individually wrapped chocolates, China, 2009-19
  • Figure 70: Volume sales of chocolate countlines, China, 2009-19
  • Figure 71: Volume sales of non-individually wrapped chocolates, China, 2009-19

18. Appendix - The Consumer - Frequency of Chocolate Consumption

  • Figure 72: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
  • Figure 73: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
  • Figure 74: Most popular frequency of eating chocolate confectionery, by demographics, April 2014
  • Figure 75: Next most popular frequency of eating chocolate confectionery, by demographics, April 2014

19. Appendix - The Consumer - Favourite Chocolate Brand

  • Figure 76: Favourite chocolate brand, April 2014
  • Figure 77: Most popular favourite chocolate brand, by demographics, April 2014
  • Figure 78: Next most popular favourite chocolate brand, by demographics, April 2014

20. Appendix - The Consumer - Most Preferred Types of Chocolate

  • Figure 79: Most interested chocolate format/flavour, April 2014
  • Figure 80: Most interested chocolate format, by demographics, April 2014
  • Figure 81: Most interested chocolate flavour, by demographics, April 2014

21. Appendix - The Consumer - Reasons for Buying Chocolate Confectionery

  • Figure 82: Reason for buying chocolate confectionery, April 2014
  • Figure 83: Most popular reason for buying chocolate confectionery, by demographics, April 2014
  • Figure 84: Next most popular reason for buying chocolate confectionery, by demographics, April 2014
  • Figure 85: Other reason for buying chocolate confectionery, by demographics, April 2014

22. Appendix - The Consumer - Important Factors in Buying Chocolate for Self/Family Consumption

  • Figure 86: Important factors in buying chocolate for self/family consumption, April 2014
  • Figure 87: Most important factors in buying chocolate for self/family consumption - Any, by demographics, April 2014
  • Figure 88: Next most important factors in buying chocolate for self/family consumption - Any, by demographics, April 2014
  • Figure 89: Other important factors in buying chocolate for self/family consumption - Any, by demographics, April 2014

23. Appendix - The Consumer - Important Factors in Buying Chocolate as a Gift

  • Figure 90: Important factors in buying chocolate as a gift, April 2014
  • Figure 91: Most important factors in buying chocolate as a gift - For family members, by demographics, April 2014
  • Figure 92: Next most important factors in buying chocolate as a gift - For family members, by demographics, April 2014
  • Figure 93: Other important factors in buying chocolate as a gift - For family members, by demographics, April 2014
  • Figure 94: Most important factors in buying chocolate as a gift - For friends and relatives, by demographics, April 2014
  • Figure 95: Next most important factors in buying chocolate as a gift - For friends and relatives, by demographics, April 2014
  • Figure 96: Other important factors in buying chocolate as a gift - For friends and relatives, by demographics, April 2014
  • Figure 97: Most important factors in buying chocolate as a gift - For business partners^, by demographics, April 2014
  • Figure 98: Next most important factors in buying chocolate as a gift - For business partners^, by demographics, April 2014
  • Figure 99: Other important factors in buying chocolate as a gift - For business partners^, by demographics, April 2014

24. Appendix - The Consumer - Attitudes towards Chocolate

  • Figure 100: Attitudes towards chocolate, April 2014
  • Figure 101: Agreement with the statement 'I worry about the health concerns from eating too much chocolate', by demographics, April 2014
  • Figure 102: Agreement with the statement 'Mini packs of chocolate are helpful in controlling calorie intake', by demographics, April 2014
  • Figure 103: Agreement with the statement 'Eating a small amount of chocolate every day is good for the health', by demographics, April 2014
  • Figure 104: Agreement with the statement 'It's worth paying more for chocolate with added health benefits', by demographics, April 2014
  • Figure 105: Agreement with the statement 'Dark chocolate is healthier than other types of chocolate', by demographics, April 2014
  • Figure 106: Agreement with the statement 'I would like to see more new chocolate flavours available', by demographics, April 2014
  • Figure 107: Agreement with the statement 'I am interested in trying different chocolate brands', by demographics, April 2014
  • Figure 108: Agreement with the statement 'Handmade chocolates in branded chocolate stores are worth paying more for', by demographics, April 2014
  • Figure 109: Agreement with the statement 'I am interested in trying bakery products/snacks/desserts from the chocolate brand I like', by demographics, April 2014
  • Figure 110: Agreement with the statement 'I would like to see more luxuriant chocolate flavours', by demographics, April 2014
  • Figure 111: Agreement with the statement 'Chocolate is good for lifting the mood', by demographics, April 2014
  • Figure 112: Agreement with the statement 'Eating chocolate is an effective way to relieve stress', by demographics, April 2014
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