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市場調查報告書

烘焙產品市場 - 中國

Bakery Products - China - September 2014

出版商 Mintel China 商品編碼 268442
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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烘焙產品市場 - 中國 Bakery Products - China - September 2014
出版日期: 2014年09月01日 內容資訊: 英文
簡介

中國的消費者之間對食品安全性和健康問題的興趣正在提升,在麵包方面也出現了購買低脂全麥麵包這樣的動向。同時也出現了因為對包裝市售麵包的不安而轉為在自家拷麵包這樣的趨勢。

本報告詳查中國的烘焙產品市場,詳細分析該國烘焙產品的市場環境以及消費者趨勢及闡明市場規模與未來預測,再加上今後烘焙企業應該視作目標的方策的考察。

第1章 序論

  • 定義
  • 報告結構
  • 調查手法
  • 簡稱

第2章 摘要整理

  • 市場情形
  • 主要企業品牌
  • 消費者趨勢 - 烘焙產品的消費趨勢變化
  • 消費者趨勢 - 吃烘焙產品的機會
  • 消費者趨勢 - 烘焙產品購買場所
  • 消費者趨勢 - 購買烘焙產品時的重要選擇因素
  • 消費者趨勢 - 新產品特徵的興趣
  • 消費者趨勢 - 烘焙產品的想法方面
  • 重要課題
  • 全麥麵包成長股
  • 在家製作麵包已經不再是愛好者的專利
  • 為了讓麵包市場搭上數位化趨勢應該如何做
  • Mintel China的考察

第3章 市場課題和重要點

  • 全麥麵粉麵包成長股
    • 市場資料
    • 未來預測
  • 在家製作麵包已經不再是愛好者的專利
  • 針對食品安全性和健康疑慮促進在家燒烤麵包人口實際增加
  • 麵包店的商務機會
  • 為了讓麵包市場搭上數位化趨勢應該如何做
  • 在線營業的重要性
  • 在麵包店購買上便利是個重要因素
  • 線上蛋糕店成為其他烘焙產品商務的原型
  • 透過網際網路的附加服務是成功的關鍵

第4章 趨勢應用

  • 突顯「優勢」
  • 「自己的麵包」方法
  • 熱烈感

第5章 市場規模及未來預測

  • 重要點
  • 烘焙產品市場達到急速成長
  • 現在還有市場擴大的空間
  • 市場預測手法
  • 推動市場成長要素
  • 促使市場成長的課題

第6章 市場分類

  • 重要點
  • 蛋糕銷售達到最快的成長
  • 蛋糕的消費機會更進一步擴大
  • 銷售額的成長和銷售量成長之間的差距以麵包最大

第7章 市場佔有率

  • 重要點
  • 高度細分的市場由許多地區企業組成
  • 月餅的銷路對鈍化商務而言是個嚴苛的時期
  • 對誰來說都是競爭激烈的市場

第8章 誰促進創新

  • 重要點
  • 配合特別訂貨品生產
  • 融合各種類型的烘焙產品
  • 配合各種客戶需求的專門品牌增加
  • 讓消費者了解原料
  • 可一次作業服務的麵包店

第9章 主要製造商和品牌

第10章 消費者趨勢 - 烘焙產品消費的變化

第11章 消費者趨勢 - 吃烘焙產品的機會

第12章 消費者趨勢 - 烘焙產品購買場所

第13章 消費者趨勢 - 買烘焙產品時重要的討論因素

  • 重要點
  • 口味與新奇是第一標準
  • 可確認安全性和益於健康
  • 訴求各種消費階層的行銷

第14章 消費者趨勢 - 新產品特徵的興趣

第15章 消費者趨勢 - 對烘焙產品的看法

附錄

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目錄

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"Consumers are paying more attention to the food they are ingesting under the growing concern of food safety and health issues. They are shifting their preferences to grain bread, which is less oily and using more organic coarse wholemeal flour. Homemade is another action consumers take to fight against the uncertainty in packaged products. Manufacturers should do more to reassure consumers about food safety and healthiness, as well as seeking new opportunities in response to the changing behaviour and preferences of consumers." - - Linda Li, Senior Research Analyst


This report looks at the following issues:

  • Grain bread will be the rising star
  • Homemade is no longer the proprietary of baking enthusiasts
  • Concerns over food safety and health have actually bred more home bakers

Table of Contents

1. Introduction

  • Definitions
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: China's bakery product market, value sales and forecast, 2009-19
  • Companies and Brands
    • Figure 2: Leading companies' market shares in the China bakery market, by value, 2011-13
  • The Consumer - Changes in bakery products consumption
    • Figure 3: Changes in bakery products consumption, June 2014
  • The Consumer - Occasions of eating bakery products
    • Figure 4: Occasions of eating bakery products, June 2014
  • The Consumer - Places to buy bakery products
    • Figure 5: Places to buy bakery products, June 2014
  • The Consumer - Important consideration factors for buying bakery products
    • Figure 6: Important consideration factors for buying bakery products
  • The Consumer - Interest in new product features
    • Figure 7: Interest in new product features, June 2014
  • The Consumer - Attitudes towards bakery products
    • Figure 8: Attitudes towards bakery products, June 2014
  • Key issues
  • Grain bread will be the rising star
  • Homemade is no longer the proprietary of baking enthusiasts
  • How can the bakery market also seize the digital trend
  • What we think

3. Issues and Insights

  • Grain bread will be the rising star
  • The facts
  • The implications
    • Figure 9: Popular Flavours For Packaged Bakery Products, China, 2009-2013
  • Homemade is no longer the proprietary of baking enthusiasts
  • The facts
  • The implications
  • Concerns over food safety and health have actually bred more home bakers
  • Opportunities for bakery stores
    • Figure 10: Example of bakery stores offering bakery ingredients, Sunday Smile, Shanghai, 2014
  • How can the bakery market also seize the digital trend
  • The facts
  • The implications
  • Importance of operating online
  • Convenience is an important factor in bakery purchase
  • The online cake store provides a prototype for other bakery products
  • Extra services via internet is key to success

4. Trend Applications

  • Prove It
  • Make it Mine
  • Sense of Intense

5. Market Size and Forecast

  • Key points
  • The bakery product market witnessed a rapid growth
    • Figure 11: China's bakery product market, Retail value and volume sales, 2009-14
  • Still big room for growth
    • Figure 12: China's bakery product market, value sales and forecast, 2009-19
    • Figure 13: China's bakery product market, volume sales and forecast, 2009-19
  • Forecast methodology
  • Market Drivers
  • Growth Challenges

6. Market Segmentation

  • Key points
  • Cake sales enjoyed the fastest growth
    • Figure 14: Volume and value of China retail bakery product market, by segment, 2009-13
    • Figure 15: Share of China's bakery product market on volume, 2009-13
  • Greater consumption occasions of cake
  • Value-volume growth gap widest in bread

7. Market Share

  • Key points
  • A highly fragmented market with many regional players
    • Figure 16: Leading companies' market shares in the China bakery market, by volume, 2011-13
  • Slow sales in mooncakes create a hard time for businesses
    • Figure 17: Leading companies' market shares in the China bakery market, by value, 2011-13
  • An increasingly competitive market for everyone

8. Who's Innovating

  • Key points
  • Creating your own
    • Figure 18: The Icing Room from BreadTalk, 2014
    • Figure 19: Examples of the customisation service in Paris Baguette, Shanghai, 2014
  • Fusion of different types of bakery products
    • Figure 20: Woody Baker brings cronut to Shanghai, 2014
  • More speciality brands to target different consumer needs
    • Figure 21: BreadTalk introduced Toast Box and Bread Society, Shanghai 2014
    • Figure 22: The appearance of BreadSociety
  • Help consumers track the source of the ingredients
  • One-stop-service bakery stores
    • Figure 23: Example of one-stop-service bakery store, the Sunday Smile, Shanghai, 2014
    • Figure 24: Example of one-stop-service bakery store, Paris Baguette, Shanghai, 2014

9. Companies & Brands

  • Key Bakery Stores
  • 21cake
  • 85 Caf&é
  • BreadTalk
    • Figure 25: Examples of unique product naming at BreadTalk, 2014
  • Christine
  • Paris Baguette
  • TOUS les JOURS
    • Figure 26: Tous les Jours markets its slogan in store, 2014
  • Key packaged bakery product manufacturers
  • Orion
  • Pan Pan
  • Shenyang Toly Bread Co., Ltd

10. The Consumer -Changes in Bakery Products Consumption

  • Key points
    • Figure 27: Bakery products had in the past six months, June 2014
  • Shifts in consumer preference reflect the healthy eating trend
    • Figure 28: Changes in bakery product consumption in the past six months, June 2014
  • Women, parents and high earners are pioneers in the shift
    • Figure 29: Selected bakery products had in the past six months, by demographics, June 2014
  • Chinese pastries are less welcome

11. The Consumer - Occasions of Eating Bakery Products

  • Key points
    • Figure 30: Occasions of eating bakery products, June 2014
  • Bread is becoming more like a staple food
  • Cake consumption is still led by celebrations
    • Figure 31: Occasions of eating cakes, by demographics, June 2014

12. The Consumer - Places to Buy Bakery Products

  • Key points
    • Figure 32: Places to buy bakery products, June 2014
    • Figure 33: Comparison of places to buy bakery products, October 2012 vs June 2014
  • High-end bakery products are getting popular
    • Figure 34: Places to buy bakery products, by income, June 2014
  • Distribution is key as consumers buy from multiple channels
    • Figure 35: Number of places where consumers buy bakery products, June 2014
  • Online channel yet to be explored

13. The Consumer - Important Consideration Factors for Buying Bakery Products

  • Key points
    • Figure 36: Important consideration factors for buying bakery products, June 2014
  • Taste and freshness come first
  • Safety and health reassurance
  • Marketing to different demographic groups
    • Figure 37: Important consideration factors for buying bakery products, 'No added additives' and 'Made from natural/organic ingredient', by family status, June 2014
    • Figure 38: Important consideration factors for buying bakery products, 'Is the taste I like', by demographics, June 2014

14. The Consumer - Interest in New Product Features

  • Key points
  • People most like to pay for health-related innovations
    • Figure 39: Interest in new product features, by all interested and conversion to pay, June 2014
    • Figure 40: Interest in new product features, June 2014
  • A wider interest in packaging innovations but lower willingness to pay
    • Figure 41: Interest in new product features, June 2014, by monthly personal income, June 2014

15. The Consumer - Attitudes towards Bakery Products

  • Key points
    • Figure 42: Selected attitudes towards bakery products, June 2014
  • Consumers want product information
  • Gap still exists across city tiers
    • Figure 43: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014
    • Figure 44: Selected attitudes towards bakery products, by city tiers, % of any disagreement, June 2014
  • Opportunities to grow bakery stores in tier two and three cities
    • Figure 45: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014

16. Appendix - Market Size and Forecast

  • Figure 46: China's bakery product market, Retail value sales, 2009-19
  • Figure 47: China's bakery product market, Retail volume sales, 2009-19

17. Appendix - Market Segmentation

  • Figure 48: China's bread market, Retail value sales, 2009-19
  • Figure 49: China's cake market, Retail value sales, 2009-19
  • Figure 50: China's pastry market, Retail value sales, 2009-19
  • Figure 51: China's bread market, Retail volume sales, 2009-19
  • Figure 52: China's cake market, Retail volume sales, 2009-19
  • Figure 53: China's pastry market, Retail volume sales, 2009-19

18. Appendix - Changes in Bakery Products Consumption

  • Figure 54: Changes in bakery products consumption, June 2014
  • Figure 55: Changes in bakery products consumption- Any kind of bakery product, by demographics, June 2014
  • Figure 56: Changes in bakery products consumption- Bread, by demographics, June 2014
  • Figure 57: Changes in bakery products consumption- Cake, by demographics, June 2014
  • Figure 58: Changes in bakery products consumption- Pastry, by demographics, June 2014
  • Figure 59: Changes in bakery products consumption- Plain white bread, by demographics, June 2014
  • Figure 60: Changes in bakery products consumption- Grain bread, by demographics, June 2014
  • Figure 61: Changes in bakery products consumption- Fruit/nut bread, by demographics, June 2014
  • Figure 62: Changes in bakery products consumption- Bread with meat, by demographics, June 2014
  • Figure 63: Changes in bakery products consumption- French soft bread/rolls, by demographics, June 2014
  • Figure 64: Changes in bakery products consumption- Bread with filling, by demographics, June 2014
  • Figure 65: Changes in bakery products consumption- Cakes, by demographics, June 2014
  • Figure 66: Changes in bakery products consumption- Muffins, by demographics, June 2014
  • Figure 67: Changes in bakery products consumption- Donuts, by demographics, June 2014
  • Figure 68: Changes in bakery products consumption- Chinese pastries, by demographics, June 2014
  • Figure 69: Changes in bakery products consumption- Western pastries, by demographics, June 2014

19. Appendix - Occasions of Eating Bakery Products

  • Figure 70: Occasions of eating bakery products, June 2014
  • Figure 71: Most popular occasions of eating bakery products - Bread, by demographics, June 2014
  • Figure 72: Next most popular occasions of eating bakery products - Bread, by demographics, June 2014
  • Figure 73: Most popular occasions of eating bakery products - Cake, by demographics, June 2014
  • Figure 74: Next most popular occasions of eating bakery products - Cake, by demographics, June 2014
  • Figure 75: Most popular occasions of eating bakery products - Pastry, by demographics, June 2014
  • Figure 76: Next most popular occasions of eating bakery products - Pastry, by demographics, June 2014

20. Appendix - Places to Buy Bakery Products

  • Figure 77: Places to buy bakery products, June 2014
  • Figure 78: Most popular places to buy bakery products, by demographics, June 2014
  • Figure 79: Next most popular places to buy bakery products, by demographics, June 2014
  • Repertoire analysis
  • Figure 80: Repertoire of places to buy bakery products, June 2014
  • Figure 81: Repertoire of places to buy bakery products, by demographics, June 2014

21. Appendix - Important Consideration Factors for Buying Bakery Products

  • Figure 82: Important consideration factors for buying bakery products, June 2014
  • Figure 83: Most popular important consideration factors for buying bakery products - Rank 1, by demographics, June 2014
  • Figure 84: Next most popular important consideration factors for buying bakery products - Rank 1, by demographics, June 2014
  • Figure 85: Most popular important consideration factors for buying bakery products - Rank 2, by demographics, June 2014
  • Figure 86: Next most popular important consideration factors for buying bakery products - Rank 2, by demographics, June 2014
  • Figure 87: Most popular important consideration factors for buying bakery products - Rank 3, by demographics, June 2014
  • Figure 88: Next most popular important consideration factors for buying bakery products - Rank 3, by demographics, June 2014
  • Figure 89: Important consideration factors for buying bakery products, by most popular places to buy bakery products, June 2014
  • Figure 90: Important consideration factors for buying bakery products, by next most popular places to buy bakery products, June 2014

22. Appendix - Interest in New Product Features

  • Figure 91: Interest in new product features, June 2014
  • Figure 92: Interest in new product features - Containing healthy plant-based ingredients, by demographics, June 2014
  • Figure 93: Interest in new product features - Fortification with vegetables/fruits, by demographics, June 2014
  • Figure 94: Interest in new product features - Added nourishing Chinese medicine ingredients with health credentials, by demographics, June 2014
  • Figure 95: Interest in new product features - With additional healthy benefits, by demographics, June 2014
  • Figure 96: Interest in new product features - Meat-flavoured innovations, by demographics, June 2014
  • Figure 97: Interest in new product features - Usage of exotic flavours innovations, by demographics, June 2014
  • Figure 98: Interest in new product features - Introducing alternative bread formats, by demographics, June 2014
  • Figure 99: Interest in new product features - Offering bakery products as food pairing or meal combo deals, by demographics, June 2014
  • Figure 100: Interest in new product features - Packaging suitable for on the go, by demographics, June 2014
  • Figure 101: Interest in new product features - Multipack for family, by demographics, June 2014

23. Appendix - Attitudes towards Bakery Products

  • Figure 102: Attitudes towards bakery products, June 2014
  • Figure 103: Agreement with the statement 'I am concerned about bakery products' negative influence on health', by demographics, June 2014
  • Figure 104: Agreement with the statement 'I am concerned about the food safety of bakery products', by demographics, June 2014
  • Figure 105: Agreement with the statement 'Chinese-style food is a better choice for breakfast than bakery products', by demographics, June 2014
  • Figure 106: Agreement with the statement 'Bakery products are not as filling as other staples, by demographics, June 2014
  • Figure 107: Agreement with the statement 'Other western-style food are a better choice for breakfast than bakery products', by demographics, June 2014
  • Figure 108: Agreement with the statement 'I would like to see more bakery products with ingredients designed for specific groups', by demographics, June 2014
  • Figure 109: Agreement with the statement 'I prefer own-label bakery products', by demographics, June 2014
  • Figure 110: Agreement with the statement 'I prefer fresh-made bakery products from a bakery store than packaged bakery products', by demographics, June 2014
  • Figure 111: Agreement with the statement 'I am willing to pay more for premium bakery products', by demographics, June 2014
  • Figure 112: Agreement with the statement 'Manufactures of bakery products should provide more information on the pack', by demographics, June 2014
  • Figure 113: Agreement with the statement 'I would like to see more promotional offers of bakery products', by demographics, June 2014
  • Figure 114: Agreement with the statement 'I would like to see more dining-in options in in-store bakeries', by demographics, June 2014
  • Figure 115: Agreement with the statement 'I would like to see more convenient channels selling bakery products', by demographics, June 2014
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