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市場調查報告書

中國的麵食市場

Noodles - China - March 2014

出版商 Mintel China 商品編碼 305530
出版日期 內容資訊 英文 283 pages
商品交期: 最快1-2個工作天內
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中國的麵食市場 Noodles - China - March 2014
出版日期: 2014年03月01日 內容資訊: 英文 283 pages
簡介

海外旅遊的人數增多,隨著接觸新料理的機會增加,消費者開始追求各種新式異國風的口味。這就成為麵食廠商創造吸引精緻消費者興趣的大膽創新口味的機會。

本報告調查分析中國的麵食市場,考察市場動向、今後預測、市場促進因子、市場限制因子、消費者動向、成長機會等並進行彙整。

第1章 簡介

  • 定義
  • 報告架構
  • 調查方法
  • 省略語

第2章 報告摘要

第3章 市場

  • 主要重點
  • 市場規模與預測
  • 市場區塊
  • 杯麵/碗麵的麵食擴大市佔率
  • 便利性與純度為主要賣點
  • 是否有高價產品進入的空間?
  • 市場促進因子
  • 新產品發售放緩

第4章 企業與品牌

  • 主要重點
  • 品牌市佔率
  • 廣告與創新
  • 廣告變得更創新
  • 口味的創新仍有些許空間
  • 自有品牌的成功
  • 企業
  • Tingyi Holdings Ltd
  • Uni-President Group
  • Jinmailang Nissin Foods Co., Ltd
  • Baixiang Food Group.

第5章 消費者:主要的麵食消費者區塊

  • 主要重點
  • 主要的包裝麵食消費者區塊
  • 主要的速食麵食消費者區塊

第6章 消費者:購買頻率

  • 主要重點
  • 主要的消費者頻率別區塊
  • 主要的消費者區塊間的包裝麵食使用頻率
  • 主要的消費者區塊間的速食麵食使用頻率

第7章 消費者:購買通路

  • 主要重點
  • 主要的消費者購買通路
  • 利用的購買通路:購買層別
  • 利用的購買通路:使用者頻率區塊別

第8章 消費者:麵食購買時的考量事項

  • 主要重點
  • 包裝麵食消費者購買時的主要考量事項
  • 包裝麵食購買時的考量事項:主要的消費者區塊別
  • 速食麵食消費者購買時的主要考量事項項
  • 速食麵食購買時的考量事項:主要的消費者區塊別

第9章 消費者:對速食麵食的態度

  • 主要重點
  • 消費者對速食麵食的想法為何
  • 對速食麵食的態度:消費者區塊別

第10章 消費者:消費者追求更健康的麵食

  • 主要重點
  • 不好的少一點、好的多一點
  • 對於包裝麵食的健康需求:購買層別
  • 對於包裝麵食的健康考量
  • 對於包裝麵食的健康考量:購買層別
  • 對於速食麵食的健康考量
  • 對於速食麵食的健康考量:購買層別
  • 考察

第11章 主要課題:刺激速食麵食愛好者的有趣口味

  • 主要重點
  • 選擇因子由口味獨佔
  • 一般來說對於更有趣的口味有強烈需求
  • 是誰在追求有趣的口味
  • 考察

第12章 主要課題:各種麵的質地與配菜創造新關注

  • 主要重點
  • 各種質地與附有配菜的包裝麵食受到歡迎
  • 購買時的首先考量事項為麵的質地
  • 配菜替速食麵食增添趣味
  • 考察

第13章 主要課題:便利性與低價已非關注焦點

  • 主要重點
  • 價格與便利性的定位低於風味與品牌
  • 即時食用的特徵吸引消費者願意出更多錢
  • 「即時食用」的追求:購買層別
  • 吸引消費者願意出更多錢的特徵:購買層別
  • 主要的消費者區塊間對附加價值、便利性的態度
  • 考察

附錄

目錄

"Consumers are demanding a wider variety of new and exotic flavours, as more people travel overseas, and are exposed to more new cuisines. This provides an opportunity for noodle manufacturers to create bold new flavours that generate interest among increasingly sophisticated consumers."

Matthew Crabbe, Director of Research, Asia-Pacific

In this report, we answer the key questions:

  • What is the current state of the noodles market in China and what are the trends, drivers of and barriers to growth?
  • What are consumers' behaviour and attitudes towards noodles?
  • Where are the opportunities for growth in the noodles market?
  • How can product diversification drive consumption?
  • How can sales be increased through engaging more with consumers to promote new product innovations?

Table of Contents

Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

Executive Summary

  • The market
    • Figure 1: Total retail market for instant noodles and forecast, 2008-18
  • Companies and brands
    • Figure 2: Company retail market share by volume (%), 2012-13
  • The consumer
  • The key packaged noodle consumer segments
    • Figure 3: Packaged noodle target segments, December 2013
  • The key instant noodle consumer segments
    • Figure 4: Instant noodle target segments, December 2013
  • Key issues
  • Consumers are demanding more healthy noodle options
    • Figure 5: Important consideration factors when buying packaged noodles, December 2013
  • Interesting flavours to excite instant noodle eaters
    • Figure 6: Attitudes towards instant noodles flavour, December 2013
  • Variety of textures and side dishes to create new interest
    • Figure 7: Attitudes towards packaged noodles textures and side dishes, December 2013
  • Convenience and low cost no longer key draw
    • Figure 8: Important consideration factors when buying instant noodles, December 2013
  • What we think

The Market

  • Key points
  • Market size and forecast
    • Figure 9: Total retail market for instant noodles and forecast, 2008-18
  • Market segmentation
  • Cup/bowl noodles increasing market share through convenience
    • Figure 10: Instant Noodles: Retail market segmentation by volume and value, 2008-13
    • Figure 11: Proportion of new product launches, by packaging type and year, 2011-13
  • Convenience and purity are key selling points
    • Figure 12: Proportion of new product launches, by type of product claims, 2011-13
    • Figure 13: Important consideration factors when buying instant noodles, December 2013
  • Is there room for more premium products?
    • Figure 14: Instant Noodles: Average retail unit price by market segmentation, 2008-13
    • Figure 15: Proportion of new product launches, by type of product price point, 2011-13
  • Market drivers
  • New product launches slowing
    • Figure 16: Proportion of new product launches, 2011-13
    • Figure 17: Proportion of total new product launches, by launch type, 2011-13
    • Figure 18: Proportion of new product launches, by launch type and year, 2011-13

Companies and Brands

  • Key points
  • Brand share
    • Figure 19: Instant Noodles: Company retail market share by volume (%), 2012-13
    • Figure 20: Instant Noodles: Company retail market share by volume (%), 2012-13
    • Figure 21: Instant Noodles: Company retail market share by value (%), 2012-13
    • Figure 22: China - Instant Noodles: Company retail market share by value (%), 2012-13
    • Figure 23: Proportion of new product launches, by brand/company, 2011-13
  • Advertising and innovation
  • Advertising becoming more innovative
    • Figure 24: Important consideration factors when buying instant noodles, by demographics, December 2013
    • Figure 25: Attitudes towards instant noodles flavour, by demographics, December 2013
  • Still more room for flavour innovation
    • Figure 26: Important consideration factors when buying instant noodles, December 2013
    • Figure 27: Proportion of new product launches, by product flavours, 2011-13
    • Figure 28: Attitudes towards instant noodles, December 2013
  • Packaging innovation to help stand out from the crowd
    • Figure 29: Proportion of new product launches, by product packaging type, 2011-13
    • Figure 30: Proportion of new product launches, by product packaging type and year, 2011-13
  • Private label makes its mark
    • Figure 31: Important consideration factors when buying packaged noodles, December 2013
  • Companies
  • Tingyi Holdings Ltd
    • Figure 32: Tingyi (Cayman Islands) Holding Corporation financial results, 2011-12, Q3 2012-Q3 2013
  • Uni-President Group
    • Figure 33: Uni-President financial results, 2011-12
  • Jinmailang Nissin Foods Co., Ltd
    • Figure 34: Nissin Foods financial results, 2012-13
  • Baixiang Food Group.

The Consumer - Key Noodle Consumer Segments

  • Key points
  • Key packaged noodle consumer segments
    • Figure 35: Packaged noodle target segments, December 2013
  • Key instant noodle consumer segments
    • Figure 36: Packaged noodle target segments, December 2013

The Consumer - Purchasing Frequency

  • Key points
  • Key user frequency segments
    • Figure 37: Noodles eaten in the last 3 months, by user group, December 2013
  • Frequency of packaged noodle use among key consumer segments
    • Figure 38: Packaged noodles eaten in the last 3 months, by key consumer segment, December 2013
  • Frequency of instant noodle use among key consumer segments
    • Figure 39: Instant noodles eaten in the last 3 months, by target groups, December 2013

The Consumer - Purchasing Channels

  • Key points
  • The key user shopping channels
    • Figure 40: Purchasing channels of noodles, December 2013
  • Shopping channels used by demographics
    • Figure 41: Purchasing channels of noodles, by demographics, December 2013
  • Shopping channels used by user frequency segments
    • Figure 42: Purchasing channels of noodles, by user frequency segments, December 2013

The Consumer - Purchasing Considerations when Buying Noodles

  • Key points
  • Key packaged noodle user purchasing considerations
    • Figure 43: Important consideration factors when buying packaged noodles, December 2013
  • User packaged noodle purchasing considerations among key consumer segments
    • Figure 44: Important consideration factors when buying packaged noodles, by key consumer segment, December 2013
  • Key instant noodle user purchasing considerations
    • Figure 45: Important consideration factors when buying instant noodles, December 2013
  • User instant noodle purchasing considerations among key consumer segments
    • Figure 46: Important consideration factors when buying instant noodles, by key target segments, December 2013

The Consumer - Attitudes Towards Instant Noodles

  • Key points
  • What do instant noodle consumers believe?
    • Figure 47: Attitudes towards instant noodles, December 2013
  • Key instant noodles consumer segment attitudes
    • Figure 48: Attitudes towards instant noodles, by key target segments, December 2013

Key Issue - Consumers are Demanding More Healthy Noodle Options

  • Key points
  • Less bad, more good
    • Figure 49: Important consideration factors when buying packaged noodles, December 2013
    • Figure 50: Important health consideration factors when buying packaged and instant noodles, by user frequency, December 2013
  • Health demands from packaged noodles by demographics
    • Figure 51: Important health consideration factors when buying packaged noodles, by demographics, December 2013
  • Health attitudes towards packaged noodles
    • Figure 52: Attitudes towards packaged noodles, December 2013
  • Packaged noodles health attitudes by demographics
    • Figure 53: Attitudes towards health aspects of packaged noodles, by demographics, December 2013
  • Health attitudes towards instant noodles
    • Figure 54: Health attitudes towards instant noodles, December 2013
  • Instant noodles health attitudes by demographics
    • Figure 55: Health attitudes towards instant noodles, by demographics, December 2013
  • What does it mean?

Key Issue - Interesting Flavours to Excite Instant Noodle Eaters

  • Key points
  • Flavour dominates among choice factors
    • Figure 56: Important consideration factors when buying instant noodles, December 2013
    • Figure 57: Important consideration factors when buying instant noodles, by demographics, December 2013
    • Figure 58: Important consideration factors when buying instant noodles, by key target consumer segments, December 2013
  • Generally strong demand for more interesting flavours
    • Figure 59: Attitudes towards instant noodles flavour, December 2013
    • Figure 60: Proportion of new product launches, by product flavours, 2011-13
  • Who wants these more interesting flavours?
    • Figure 61: Attitudes towards instant noodles flavour, by demographics, December 2013
    • Figure 62: Attitudes towards instant noodles flavour, by key consumer segments, December 2013
  • What does it mean?

Key Issue - Variety of Textures and Side Dishes to Create new Interest

  • Key points
  • Packaged noodles with more interesting textures and side dishes are welcome
    • Figure 63: Attitudes towards packaged noodles textures and side dishes, December 2013
    • Figure 64: Attitudes towards packaged noodles textures and side dishes, by demographics, December 2013
    • Figure 65: Attitudes towards packaged noodles textures and side dishes, by key consumer segment, December 2013
  • Texture ranks highest among purchasing considerations
    • Figure 66: Important consideration factors when buying packaged noodles, December 2013
    • Figure 67: Important consideration factors when buying packaged noodles, by demographics, December 2013
  • Side dishes add interest to instant noodles
    • Figure 68: Consideration of side dishes when buying instant noodles, by Target groups, December 2013
    • Figure 69: Attitudes towards extra side dishes with instant noodles, by Target groups, December 2013
  • What does it mean?

Key Issue - Convenience and Low Cost No Longer Key Draw

  • Key points
  • Price and convenience rank below flavour and brand
    • Figure 70: Important consideration factors when buying instant noodles, December 2013
  • Ready-to-eat features consumers would pay more for
    • Figure 71: Attitudes towards instant noodles, December 2013
  • Ready-to-eat convenience sought by demographics
    • Figure 72: Attitudes towards instant noodles packaging convenience, by demographics, December 2013
  • Features consumers would pay more for by demographics
    • Figure 73: Attitudes towards instant noodle features consumers would pay more for, by demographics, December 2013
  • Value-added and convenience attitudes among key consumer segments
    • Figure 74: Attitudes towards instant noodle features consumers would pay more for and packaging convenience, by key consumer segments, December 2013
  • What does it mean?

Appendix - Market Size

  • Figure 75: China - Total retail market for instant noodles and forecast, by sector, 2008-18

Appendix - Noodles had in the Last 3 Months

  • Figure 76: Noodles had in the last 3 months, December 2013
  • Figure 77: Noodles had in the last 3 months - Packaged dry white noodles, by demographics, December 2013
  • Figure 78: Noodles had in the last 3 months - Packaged dry non-white noodles, by demographics, December 2013
  • Figure 79: Noodles had in the last 3 months - Packaged fresh noodles, by demographics, December 2013
  • Figure 80: Noodles had in the last 3 months - Packet, by demographics, December 2013
  • Figure 81: Noodles had in the last 3 months - Bowl/cup, by demographics, December 2013
  • Figure 82: Noodles had in the last 3 months, by purchasing channels of noodles, December 2013
  • Figure 83: Noodles had in the last 3 months, December 2013
  • Figure 84: Noodles had in the last 3 months - Packaged noodles, by demographics, December 2013
  • Figure 85: Noodles had in the last 3 months - Instant noodles, by demographics, December 2013
  • Figure 86: Noodles had in the last 3 months - Packaged dry white noodles, by demographics, December 2013
  • Figure 87: Noodles had in the last 3 months - Packaged dry non-white noodles, by demographics, December 2013
  • Figure 88: Noodles had in the last 3 months - Packaged fresh noodles, by demographics, December 2013
  • Figure 89: Noodles had in the last 3 months - Packet, by demographics, December 2013
  • Figure 90: Noodles had in the last 3 months - Bowl/cup, by demographics, December 2013

Appendix - Purchasing Channels of Noodles

  • Figure 91: Purchasing channels of noodles, December 2013
  • Figure 92: Most popular purchasing channels of noodles, by demographics, December 2013
  • Figure 93: Next most popular purchasing channels of noodles, by demographics, December 2013
  • Repertoire analysis
  • Figure 94: Repertoire of purchasing channels of noodles, December 2013
  • Figure 95: Repertoire of purchasing channels of noodles, by demographics, December 2013
  • Figure 96: Purchasing channels of noodles, by repertoire of purchasing channels of noodles, December 2013

Appendix - Important Consideration Factors when Buying Packaged Noodles

  • Figure 97: Important consideration factors when buying packaged noodles, December 2013
  • Figure 98: Most popular important consideration factors when buying packaged noodles - Rank 1, by demographics, December 2013
  • Figure 99: Next most popular important consideration factors when buying packaged noodles - Rank 1, by demographics, December 2013
  • Figure 100: Other important consideration factors when buying packaged noodles - Rank 1, by demographics, December 2013
  • Figure 101: Most popular important consideration factors when buying packaged noodles - Rank 2, by demographics, December 2013
  • Figure 102: Next most popular important consideration factors when buying packaged noodles - Rank 2, by demographics, December 2013
  • Figure 103: Other important consideration factors when buying packaged noodles - Rank 2, by demographics, December 2013
  • Figure 104: Most popular important consideration factors when buying packaged noodles - Rank 3, by demographics, December 2013
  • Figure 105: Next most popular important consideration factors when buying packaged noodles - Rank 3, by demographics, December 2013
  • Figure 106: Other important consideration factors when buying packaged noodles - Rank 3, by demographics, December 2013
  • Figure 107: Most popular important consideration factors when buying packaged noodles - Rank 4, by demographics, December 2013
  • Figure 108: Next most popular important consideration factors when buying packaged noodles - Rank 4, by demographics, December 2013
  • Figure 109: Other important consideration factors when buying packaged noodles - Rank 4, by demographics, December 2013
  • Figure 110: Most popular important consideration factors when buying packaged noodles - Rank 5, by demographics, December 2013
  • Figure 111: Next most popular important consideration factors when buying packaged noodles - Rank 5, by demographics, December 2013
  • Figure 112: Other important consideration factors when buying packaged noodles - Rank 5, by demographics, December 2013
  • Figure 113: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Packaged noodles, December 2013
  • Figure 114: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Packaged noodles, December 2013
  • Figure 115: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Instant noodles, December 2013
  • Figure 116: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Instant noodles, December 2013
  • Figure 117: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Packaged dry white noodles, December 2013
  • Figure 118: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Packaged dry white noodles, December 2013
  • Figure 119: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Packaged dry non-white noodles, December 2013
  • Figure 120: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Packaged dry non-white noodles, December 2013
  • Figure 121: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Packaged fresh noodles, December 2013
  • Figure 122: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Packaged fresh noodles, December 2013
  • Figure 123: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Packet, December 2013
  • Figure 124: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Packet, December 2013
  • Figure 125: Important consideration factors when buying packaged noodles, by most popular noodles had in the last 3 months - Bowl/cup, December 2013
  • Figure 126: Important consideration factors when buying packaged noodles, by next most popular noodles had in the last 3 months - Bowl/cup, December 2013
  • Figure 127: Important consideration factors when buying packaged noodles, by noodles had in the last 3 months, December 2013

Appendix - Attitudes Towards Packaged Noodles

  • Figure 128: Attitudes towards packaged noodles, December 2013
  • Figure 129: Agreement with the statement 'I would like to see more packaged noodles with local features available', by demographics, December 2013
  • Figure 130: Agreement with the statement 'Noodles of different shapes taste different', by demographics, December 2013
  • Figure 131: Agreement with the statement 'Freshly-made noodles taste better than packaged ones', by demographics, December 2013
  • Figure 132: Agreement with the statement 'Noodle products from Chinese manufacturers taste better than imported ones', by demographics, December 2013
  • Figure 133: Agreement with the statement 'I would like to see more imported noodles', by demographics, December 2013
  • Figure 134: Agreement with the statement 'Non-white noodles are healthier than white noodles', by demographics, December 2013
  • Figure 135: Agreement with the statement 'There is a lack of organic/green packaged noodle products available', by demographics, December 2013
  • Figure 136: Agreement with the statement 'Packaged noodles are healthier than instant noodles', by demographics, December 2013
  • Figure 137: Agreement with the statement 'Packaged noodles with nourishing ingredients are worth paying more for', by demographics, December 2013
  • Figure 138: Agreement with the statement 'Noodles sold with sauces make cooking easier', by demographics, December 2013
  • Figure 139: Agreement with the statement 'It is more enjoyable to eat noodles with other dishes mixed into it', by demographics, December 2013
  • Figure 140: Agreement with the statement 'Noodles served with soup taste better than dry noodles', by demographics, December 2013
  • Figure 141: Attitudes towards packaged noodles, by noodles had in the last 3 months, December 2013

Appendix - Important Consideration Factors when Buying Instant Noodles

  • Figure 142: Important consideration factors when buying instant noodles, December 2013
  • Figure 143: Most popular important consideration factors when buying instant noodles - Rank 1, by demographics, December 2013
  • Figure 144: Next most popular important consideration factors when buying instant noodles - Rank 1, by demographics, December 2013
  • Figure 145: Other important consideration factors when buying instant noodles - Rank 1, by demographics, December 2013
  • Figure 146: Most popular important consideration factors when buying instant noodles - Rank 2, by demographics, December 2013
  • Figure 147: Next most popular important consideration factors when buying instant noodles - Rank 2, by demographics, December 2013
  • Figure 148: Other important consideration factors when buying instant noodles - Rank 2, by demographics, December 2013
  • Figure 149: Most popular important consideration factors when buying instant noodles - Rank 3, by demographics, December 2013
  • Figure 150: Next most popular important consideration factors when buying instant noodles - Rank 3, by demographics, December 2013
  • Figure 151: Other important consideration factors when buying instant noodles - Rank 3, by demographics, December 2013
  • Figure 152: Most popular important consideration factors when buying instant noodles - Rank 4, by demographics, December 2013
  • Figure 153: Next most popular important consideration factors when buying instant noodles - Rank 4, by demographics, December 2013
  • Figure 154: Other important consideration factors when buying instant noodles - Rank 4, by demographics, December 2013
  • Figure 155: Most popular important consideration factors when buying instant noodles - Rank 5, by demographics, December 2013
  • Figure 156: Next most popular important consideration factors when buying instant noodles - Rank 5, by demographics, December 2013
  • Figure 157: Other important consideration factors when buying instant noodles - Rank 5, by demographics, December 2013
  • Figure 158: Important consideration factors when buying instant noodles, by noodles had in the last 3 months, December 2013

Appendix - Attitudes Towards Instant Noodles

  • Figure 159: Attitudes towards instant noodles, December 2013
  • Figure 160: Agreement with the statement 'Instant noodles that come with new flavours are more appealing to me', by demographics, December 2013
  • Figure 161: Agreement with the statement 'There is no big difference in taste between instant noodle products available', by demographics, December 2013
  • Figure 162: Agreement with the statement 'Instant noodle products imported from the country they originate from taste more authentic', by demographics, December 2013
  • Figure 163: Agreement with the statement 'I would like to see more easy-to-prepare instant noodle products', by demographics, December 2013
  • Figure 164: Agreement with the statement 'Quick to prepare is more important than the taste of instant noodles', by demographics, December 2013
  • Figure 165: Agreement with the statement 'Non-fried instant noodle products are worth paying more for', by demographics, December 2013
  • Figure 166: Agreement with the statement 'Instant noodles with exotic flavours are worth paying more for', by demographics, December 2013
  • Figure 167: Agreement with the statement 'I would like to see more instant noodles packed with extra side dishes', by demographics, December 2013
  • Figure 168: Agreement with the statement 'Instant noodles free of additives are worth paying more for', by demographics, December 2013
  • Figure 169: Agreement with the statement 'I would like to see more instant noodles with healthy ingredients', by demographics, December 2013
  • Figure 170: Agreement with the statement 'There is a lack of instant noodles with health benefits available', by demographics, December 2013
  • Figure 171: Agreement with the statement 'Eating fewer instant noodles is beneficial for the health', by demographics, December 2013

Appendix - Further Analysis

  • Figure 172: Target groups, December 2013
  • Figure 173: Target groups, by demographics, December 2013
  • Figure 174: Purchasing channels of noodles, by target groups, December 2013
  • Figure 175: Important consideration factors when buying packaged noodles, by target groups, December 2013
  • Figure 176: Attitudes towards packaged noodles, by target groups, December 2013
  • Figure 177: Target groups, by repertoire of purchasing channels of noodles, December 2013
  • Figure 178: Target groups, December 2013
  • Figure 179: Target groups, by demographics, December 2013
  • Figure 180: Purchasing channels of noodles, by target groups, December 2013
  • Figure 181: Important consideration factors when buying instant noodles, by target groups, December 2013
  • Figure 182: Attitudes towards instant noodles, by target groups, December 2013
  • Figure 183: Target groups, by repertoire of purchasing channels of noodles, December 2013
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