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市場調查報告書

中國的菜單相關考察

Menu Insights - China - September 2014

出版商 Mintel China 商品編碼 317549
出版日期 內容資訊 英文 201 Pages
商品交期: 最快1-2個工作天內
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中國的菜單相關考察 Menu Insights - China - September 2014
出版日期: 2014年09月01日 內容資訊: 英文 201 Pages
簡介

中國的食品服務市場存在對各種民族風味(調味香料)的影響與當地專賣店堅定的忠誠度,而成為一個複雜的市場。同時食品安全性及社會性影響也很大,菜單日益朝細分化發展中。

本報告提供中國的菜單相關調查分析,提供您中國的餐飲服務業主要的趨勢,創新,消費者趨勢,彙整對食品服務經營者的提案等相關資訊。

第1章 簡介

第2章 摘要整理

  • 推動市場的要素,趨勢,創新
  • 健康性的穀物,燕麥氣勢
  • 實驗性的消費
  • 消費者
  • 高級的口味
  • 難以重現帶了濃重口味的烹調過程
  • 以地方文化和食物為傲
  • 對合適的外國菜的興趣
  • 目標層概要
  • 客制化的健康飲食
  • 特別感覺
  • 各種時期的營養和恰當的營養
  • 討論事項

第3章 課題與考察

  • 原始性和獨自性民族風味食品服務的優勢
  • 量少,淡口味,及蔬菜滿足成熟中國女性的需求
  • 要如何鎖定中國男性這種休閒式用餐客人為目標
  • 向富裕的用餐客人,提供「從生產者到消費者的安全管理」和「應時的食物」要素

第4章 趨勢

第5章 推動市場的要素,趨勢,創新

第6章 消費者:各種地方的外食

第7章 消費者:食品風格的常規興趣

第8章 消費者:中國菜的興趣

第9章 消費者:外國菜的興趣

第10章 消費者:目標層概要

第11章 消費者:餐廳決定菜單時的影響因素

第12章 消費者:飲食習慣的想法方面

第13章 消費者:對養生的日常用餐的興趣

附錄

目錄

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"The influence of diverse ethnic flavours and the solid loyalty towards local specialists make China a complex foodservice market. While food safety has a significant continuous social impact, the focus point should go beyond East versus West and spark menu diversification. To find a new equilibrium between diners' desire for a healthy diet and unique flavours, whether it is fusing different cuisines or as an authentic version, operators need to be precise with their market positioning and target demographics."


- Esther Lau, Research Analyst

In this report we answer the key questions:

  • What are the key trends and innovations in the Chinese foodservice industry
  • What are the common traits of the evolving Chinese diners
  • How can foodservice operators customise through nutritional benefits and ingredients for different types of diners
  • How can foodservice operators, both the domestic and foreign players, use specialised online platforms as marketing differentiators to create a competitive advantage

Table of Contents

1. Introduction

  • In this report we answer the key questions:
  • Definition and report coverage
  • Methodology

2. Executive Summary

  • Market drivers, trends, innovations
  • Healthy grains and oats are gaining traction
  • Experiential consumption
  • The consumer
  • Upscale taste
    • Figure 1: Eating at different venues, July 2014
  • Strong flavoured dishes are hard to replicate in home cooking
    • Figure 2: Interest in food preparation methods, July 2014
  • Proud of local culture and specialities
    • Figure 3: Interest in Chinese cuisines, July 2014
  • Interest in affordable global culinary
    • Figure 4: Interest in international cuisines, July 2014
  • Target groups overview
    • Figure 5: Target groups, July 2014
  • Customisation leads to more healthy dining
    • Figure 6: Factors influencing purchase decision in restaurants, July 2014
  • Exclusiveness
    • Figure 7: Attitudes towards eating habit, July 2014
  • Glossary of goodness and the right nutrition for different period
    • Figure 8: Interest in benefits from daily diet, July 2014
  • What we think

3. Issues and Insights

  • Original and uniqueness gives ethnic foodservice operators an edge
  • The facts
  • The implications
  • Light portions, light flavours and veggies to feed the demand of sophisticated Chinese women
  • The facts
  • The implications
  • How to target Chinese men as rising causal diners
  • The facts
  • The implications
  • Farm to table trend and seasonal elements for wealthier diners
  • The facts
  • The implications

4. Trend Applications

  • Trend: Guiding Choice
  • Trend: Make it Mine
  • Trend: The Big Issue

5. Market Drivers, Trends and Innovations

  • Key points
  • Overview of current restaurant trends in China
  • Western-style
  • Chinese-style
  • Asian-style
  • Burger and pizza trends - the rise of artisan restaurants
  • The modern hypothesis: Rainbow clan (balanced lifestyle)
  • Healthy grains and oats are gaining traction
  • Attractive health food labels (with functional and nutritional benefits)
  • Moving towards fragmentation and character-driven
  • Eco-friendly marketing and sustainable lifestyle elements to re-energise foodservice image
  • Seasonable ingredients for menu innovation - farm to table trend
  • Fusion trend - East meets West
  • Fashion brands crossover
  • O2O (online to offline) development
  • Digital marketing strategies
  • Experiential consumption

6. The Consumer - Eating at Different Venues

  • Key points
  • Upscale taste
    • Figure 9: Eating at different venues, July 2014
  • Chinese-style for men, foreign-style for women
    • Figure 10: Eating at different venues - Fine dining, by demographics, July 2014
    • Figure 11: Eating at different venues - Other restaurants, by demographics, July 2014
  • Nutritious, delicious and fast
    • Figure 12: Eating at different venues - casual dining, by monthly personal and household income, July 2014

7. The Consumer - Interest in Food Preparation Methods

  • Key points
  • Strong flavoured dishes are hard to replicate in home cooking
    • Figure 13: Interest in food preparation methods, July 2014
    • Figure 14: Next most popular interest in food preparation method - Eating out, by gender and age, July 2014
    • Figure 15: Agreement with the statement 'Dishes with strong flavours that are seldom cooked at home are more worthy of ordering when eating out', by monthly personal incomes, July 2014
  • Steamed and boiled dishes make the affluent and parents tick
    • Figure 16: Interest in steamed and boiled preparation methods, by demographics, July 2014
    • Figure 17: Interest in steamed preparation methods, by city, July 2014
  • Popularity of coffee shops made baked goods peak among women
    • Figure 18: Interest in baked preparation methods and eating at different venues - coffee shops, by gender and age, July 2014

8. The Consumer - Interest in Chinese Cuisines

  • Key points
  • Proud of local culture and specialities
    • Figure 19: Interest in Chinese cuisines, July 2014
    • Figure 20: Most popular interest in Chinese cuisines - Rank 1, by demographics, July 2014
  • Fusion elements to gain local acceptance
  • Does fish outweigh meat and poultry
  • Cantonese culinary - a mix of Western and oriental taste
    • Figure 21: Interest in benefits from daily diet, by interest in Chinese cuisines, and interest in benefits from daily diet, July 2014
  • The problems of Vegetarian dishes
    • Figure 22: Interest in benefits from daily diet, by interest in Chinese cuisines, and Factors influencing purchase decision in restaurants, July 2014

9. The Consumer - Interest in International Cuisines

  • Key points
  • Interest in affordable global culinary
    • Figure 23: Interest in international cuisines, July 2014
  • Japanese cuisines and the Korean influence
    • Figure 24: Interest in international cuisines - Asian cuisines, by demographics, July 2014
  • How do European cuisines roll out in tier two and three cities
    • Figure 25: Interest in international cuisines - Italian, Spanish, German, by demographics, July 2014
  • Time for Greek, Spanish and Vietnamese eateries
    • Figure 26: Interest in international cuisines - Greek, Spanish, Vietnamese, by gender and age, July 2014
  • American cuisine - Brazilian and Mexican roll out in street food format
    • Figure 27: Interest in international cuisines - Brazilian and Mexican, by demographics, July 2014

10. The Consumer - Target Groups Overview

  • Figure 28: Target groups, by demographics, July 2014
  • Traditional Eaters
  • Rising Casual Diners
  • Adventurous Foodies
  • Affluent Class

11. The Consumer - Factors Influencing Purchase Decision in Restaurants

  • Key points
  • Customisation leads to more healthy dining
    • Figure 29: Factors influencing purchase decision in restaurants, July 2014
  • Mix and match creates sophisticated flavours for Adventurous Foodies
    • Figure 30: Factors influencing purchase decision in restaurants, by target groups, July 2014
  • Seasonal for the affluent
  • Men need more guidance on food choices

12. The Consumer - Attitude towards Eating Habit

  • Key points
  • Exclusiveness
    • Figure 31: Attitudes towards eating habit, July 2014
    • Figure 32: Agreement with the statement "dishes with authentic/traditional flavour taste better than fusion food (eg Pad Thai made with Italian noodles) by monthly personal income, July 2014
  • Less is more
    • Figure 33: Agreement with the statement "Ordering dishes with smaller portions (eg a smaller set meal set, main course of half portion) is better for the health, by gender and age, July 2014
    • Figure 34: Attitudes towards eating habit, by target groups, July 2014
  • Digital platforms engage with dining experience
    • Figure 35: Attitudes towards eating habit, by gender and age, July 2014

13. The Consumer - Interest in Benefits from Daily Diet

  • Key points
  • Glossary of goodness and the right nutrition for different period
    • Figure 36: Interest in benefits from daily diet, July 2014
  • Skincare and beauty matters
    • Figure 37: Interest in benefits from daily diet, by target groups, July 2014
    • Figure 38: Interest in benefits from daily diet, by target groups, July 2014
  • Catering for men
    • Figure 39: Interest in benefits from daily diet, by gender and age, July 2014

14. Appendix - The Consumer - Dining Habits

  • Figure 40: Eating at different venues, July 2014
  • Figure 41: Eating at different venues - Casual dining, by demographics, July 2014
  • Figure 42: Eating at different venues - Fine dining, by demographics, July 2014
  • Figure 43: Eating at different venues - Other restaurants, by demographics, July 2014
  • Figure 44: Eating at different venues - Other situation, by demographics, July 2014

15. Appendix - The Consumer - Eating Habits

  • Figure 45: Interest in food preparation methods, July 2014
  • Figure 46: Most popular interest in food preparation method - Eating out, by demographics, July 2014
  • Figure 47: Next most popular interest in food preparation method - Eating out, by demographics, July 2014

16. Appendix - The Consumer - Dining Habits

  • Figure 48: Interest in Chinese cuisines, July 2014
  • Figure 49: Most popular interest in Chinese cuisines - Rank 1, by demographics, July 2014
  • Figure 50: Next most popular interest in Chinese cuisines - Rank 1, by demographics, July 2014
  • Figure 51: Most popular interest in Chinese cuisines - Rank 2, by demographics, July 2014
  • Figure 52: Next most popular interest in Chinese cuisines - Rank 2, by demographics, July 2014
  • Figure 53: Most popular interest in Chinese cuisines - Rank 3, by demographics, July 2014
  • Figure 54: Next most popular interest in Chinese cuisines - Rank 3, by demographics, July 2014
  • Figure 55: Interest in benefits from daily diet, by interest in Chinese cuisines - Rank 1, July 2014
  • Figure 56: Interest in benefits from daily diet, by most popular interest in Chinese cuisines - Rank 2, July 2014
  • Figure 57: Interest in benefits from daily diet, by next most popular interest in Chinese cuisines - Rank 2, July 2014
  • Figure 58: Interest in benefits from daily diet, by most popular interest in Chinese cuisines - Rank 3, July 2014
  • Figure 59: Interest in benefits from daily diet, by next most popular interest in Chinese cuisines - Rank 3, July 2014

17. Appendix - The Consumer - Dining Habits

  • Figure 60: Interest in international cuisines, July 2014
  • Figure 61: Interest in international cuisines - Asian and African, by demographics, July 2014
  • Figure 62: Interest in international cuisines - Japanese, by demographics, July 2014
  • Figure 63: Interest in international cuisines - Korean, by demographics, July 2014
  • Figure 64: Interest in international cuisines - Thai, by demographics, July 2014
  • Figure 65: Interest in international cuisines - Vietnamese, by demographics, July 2014
  • Figure 66: Interest in international cuisines - Indian, by demographics, July 2014
  • Figure 67: Interest in international cuisines - Turkish, by demographics, July 2014
  • Figure 68: Interest in international cuisines - European, by demographics, July 2014
  • Figure 69: Interest in international cuisines - Italian, by demographics, July 2014
  • Figure 70: Interest in international cuisines - Spanish, by demographics, July 2014
  • Figure 71: Interest in international cuisines - Greek, by demographics, July 2014
  • Figure 72: Interest in international cuisines - French, by demographics, July 2014
  • Figure 73: Interest in international cuisines - German, by demographics, July 2014
  • Figure 74: Interest in international cuisines - American, by demographics, July 2014
  • Figure 75: Interest in international cuisines - Mexican, by demographics, July 2014
  • Figure 76: Interest in international cuisines - Brazilian, by demographics, July 2014

18. Appendix - The Consumer - Attitudes towards Daily Diet

  • Figure 77: Interest in benefits from daily diet, July 2014
  • Figure 78: Most popular interest in benefits from daily diet - Functional benefits, by demographics, July 2014
  • Figure 79: Next most popular interest in benefits from daily diet - Functional benefits, by demographics, July 2014
  • Figure 80: Interest in benefits from daily diet - Nutritional benefits, by demographics, July 2014

19. Appendix - The Consumer - Factors Influencing Purchase Decision in Restaurants

  • Figure 81: Factors influencing purchase decision in restaurants, July 2014
  • Figure 82: Most popular factors influencing purchase decision in restaurants, by demographics, July 2014
  • Figure 83: Next most popular factors influencing purchase decision in restaurants, by demographics, July 2014

20. Appendix - The Consumer - Attitudes towards Eating Habits

  • Figure 84: Attitudes towards eating habit, July 2014
  • Figure 85: Agreement with the statement 'Health benefits of the dishes are the top priority when considering what to order', by demographics, July 2014
  • Figure 86: Agreement with the statement 'The calorie content of food is more important than flavours when ordering dishes', by demographics, July 2014
  • Figure 87: Agreement with the statement 'Ordering dishes with smaller portions is better for the health', by demographics, July 2014
  • Figure 88: Agreement with the statement 'Sharing my dining experiences is an enjoyable thing', by demographics, July 2014
  • Figure 89: Agreement with the statement 'Spending time in planning a meal out is worthwhile', by demographics, July 2014
  • Figure 90: Agreement with the statement 'Restaurants offering exclusive recipes/dishes are appealing to me', by demographics, July 2014
  • Figure 91: Agreement with the statement 'Recommendations from people I know is an important information source when deciding where to eat out', by demographics, July 2014
  • Figure 92: Agreement with the statement 'Appealing special offers from a restaurant can encourage me to revisit', by demographics, July 2014
  • Figure 93: Agreement with the statement 'Eating out is more convenient than cooking at home', by demographics, July 2014
  • Figure 94: Agreement with the statement 'Compared to having a separate serving, sharing dishes is a good way to try a wider variety of flavours', by demographics, July 2014
  • Figure 95: Agreement with the statement 'Dishes with authentic/traditional flavour taste better than fusion food', by demographics, July 2014
  • Figure 96: Agreement with the statement 'Dishes with strong flavours that are seldom cooked at home are more worthy of ordering when eating out', by demographics, July 2014
  • Figure 97: Agreement with the statement 'Online restaurant reviews/recommendations are not reliable', by demographics, July 2014

21. Appendix - Further Analysis

  • Figure 98: Target groups, July 2014
  • Figure 99: Target groups, by demographics, July 2014
  • Figure 100: Eating at different venues, by target groups, July 2014
  • Figure 101: Interest in food preparation method-eating out, by target groups, July 2014
  • Figure 102: Interest in international cuisines, by target groups, July 2014
  • Figure 103: Interest in benefits from daily diet, by target groups, July 2014
  • Figure 104: Factors influencing purchase decision in restaurants, by target groups, July 2014
  • Figure 105: Attitudes towards eating habit, by target groups, July 2014
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