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市場調查報告書

中國的麵包店市場

Bakery Houses - China - August 2015

出版商 Mintel China 商品編碼 341616
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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中國的麵包店市場 Bakery Houses - China - August 2015
出版日期: 2015年08月31日 內容資訊: 英文
簡介

歷史性的烘焙產品世界商品價格低,種類也不多。各家烘焙業者對此開始針對特別是輕食與飲料選單為對象,擴大產品線。這個領域並以輕食為中心嚐試意識變革。隨著烘焙大師麵包連鎖店的出現,消費者追求更健康歉高級的烘焙產品的喜好,密切關係到麵包店市場的穩定成長。

本報告提供中國的麵包店市場相關調查分析,提供您市場課題及考察,市場規模·預測,市場區隔,市場佔有率,技術創新,主要製造商品牌驗證,再加上各種消費者趨勢相關分析。

第1章 簡介

  • 定義
  • 調查手法
  • 簡稱

第2章 摘要整理

第3章 課題與考察

  • 親和消費者的西式用餐門戶(入口)
  • 20代女性下午茶的優質化
  • 以富裕家庭為目標的早餐機會多元化

第4章 市場規模·預測

  • 重要點
  • 高級麵包店連鎖的趨勢和充滿活力的競爭情形
  • 藉由菜單的多樣化增加中國用餐方面麵包商品的重要性
  • 2020年前將持續性成長
  • 市場
  • 市場預測手法

第5章 市場區隔

  • 重要點
  • 在麵包店銷售的商品急速成長

第6章 市場佔有率

  • 重要點
  • 極為分散的市場

第7章 誰在推動創新

  • 重要點
  • 新的夥伴關係
  • 被蔬菜觸發了的麵包
  • 以原產地或特殊主題來加強高級感
  • 強化品牌形象的互動活動
  • 倫理性的行銷

第8章 主要製造商和品牌

  • Paris Baguette
  • Tous les Jours
  • BreadTalk
  • 85 Cafe

第9章 消費者趨勢 ‐麵包店的態度

第10章 消費者趨勢 ‐造訪麵包店的頻率

第11章 消費者趨勢 ‐麵包店的飲食習慣

第12章 消費者趨勢 訪問‐麵包店的機會

第13章 消費者趨勢 ‐麵包店提供品的興趣

第14章 消費者趨勢 ‐對麵包店而言的有效行銷流通管道

第15章 消費者趨勢 ‐城市消費者

目錄

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"The bakery houses market is a dynamic market. From simple bread products expanding to a variety of innovative product offerings, one area of considerable interest to bakery stores is the introduction of café and fast casual dining formats to break through the traditional self-service format and capitalise lifestyle elements. Consider how experiential consumption gives bakeries deeper meaning, bakery operators are increasingly seeking a wider food and drinks menu to incorporate seasonal and ethnic elements, and offering comfortable seating area to encourage visiting."


- Esther Lau, Research Analyst

In this report we answer the key questions:

  • What are the key drivers and challenges in the Chinese bakery houses market?
  • What are the new product and service innovation trends for bakery shops in the Chinese market?
  • How can food and drinks offered by bakery chains be customised through the concept of light meals to appeal to young professional customers?
  • How can bakery chain brands further integrate lifestyle elements and interactive events as marketing differentiators?

Historically, the world of bakery products has been perceived to be one of low prices and lack of variety.

Bakery operators have begun to extend product lines to specifically aim at light food and drinks menus to alter perceptions that the category is quick snack-orientated. Since the introduction of artisanal bakery chains, the willingness to trade up for healthier and premium bakery products has been inextricably linked to the strong growth in the bakery houses market.

This report looks at the following areas:

  • What are the key drivers and challenges in the Chinese bakery houses market?
  • What are the new product and service innovation trends for bakery shops in the Chinese market?
  • How can food and drinks offered by bakery chains be customised through the concept of light meals to appeal to young professional customers?
  • How can bakery chain brands further integrate lifestyle elements and interactive events as marketing differentiators?

A holistic approach is helping bakery house operators overcome barriers, prioritise marketing activities and accelerate product innovation development. It is clear that young professionals fancy light lunches and dinners balanced as a quick meal solution, while sophisticated young females in particular are attracted to afternoon tea offerings with gourmet dessert. Family-oriented consumers also show interest in healthy breakfasts offered by bakery chains.

Table of Contents

Introduction

  • Definition
  • Methodology
  • Abbreviations

Executive Summary

  • The market
    • Figure 1: Chinese bakery houses market, by value, 2010-20
  • Sustainable growth through 2020
  • Who's innovating?
  • Crossover with other sectors
  • Provenance and special themes
  • Interactive event to energise brand image
  • The consumer
  • The growth of lifestyle elements gives bakery shops with proper seating areas a competitive edge
    • Figure 2: Attitudes towards bakery houses, April 2015
  • 43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
    • Figure 3: Frequency of visiting different types of bakery houses in the last three months, April 2015
  • Sweet bakery products start to gain greater momentum
    • Figure 4: Food and drinks purchased at bakery houses in the last three months, April 2015
  • Penetrating healthy breakfast selection
    • Figure 5: Occasions of visiting bakery houses in the last three months, April 2015
  • Bakery products with seasonal elements and provenance adds premium
    • Figure 6: Interest in buying different types of bakery products, April 2015
  • Interactive event is the new fashion
    • Figure 7: The most influential marketing channels to attract consumers, April 2015
  • What we think

Issues and Insights

  • The gateway to user-friendly Western diets
  • The facts
  • The implications
  • Premiumising afternoon tea for females in their 20s
  • The facts
  • The implications
  • Diversify breakfast opportunities to target affluent families
  • The facts
  • The implications

Market Size and Forecast

  • Key points
  • The flow of premium bakery chains and the dynamic competitive landscape
    • Figure 8: Value sales of bakery houses, China, 2010-14
  • Menu diversification makes bakery products become more important in Chinese diet
  • Sustainable growth through 2020
    • Figure 9: Chinese bakery houses market, by value, 2010-20
  • The market
  • Forecast methodology

Market Segmentation

  • Key points
  • Products sold at bakery houses are getting greater pace
    • Figure 10: Segment performance of packaged and unpackaged bakery products market in China, by value, 2010-14
    • Figure 11: Segment performance of bread and bread products and sweet bakery in China bakery house market, by value, 2010-14

Market Share

  • Key points
  • A highly fragmented market
    • Figure 12: Value share of China's bread and bread products retail market, by company, 2013 and 2014
    • Figure 13: Value share of China's sweet bakery retail market, by company, 2013 and 2014

Who's Innovating?

  • Key points
  • Novelty partnership
  • Vegetable-inspired bread
  • Provenance and special theme to add premium
  • Interactive event to energise brand image
  • Ethical marketing

Companies and Brands

  • Paris Baguette
    • Figure 14: Dedicated children bakery section at Paris Baguette in Beijing, May 2015
  • Tous les Jours
  • BreadTalk
  • 85 Café

The Consumer - Attitudes towards Bakery Houses

  • Key points
  • The growth of lifestyle elements give bakery shops with proper seating areas a competitive edge
    • Figure 15: Attitudes towards bakery houses, April 2015
    • Figure 16: Attitudes towards bakery houses, by gender and age, April 2015
    • Figure 17: Attitudes towards bakery houses, by gender and age and monthly household income, April 2015
  • Moving towards multi-functional store design
    • Figure 18: Attitudes towards bakery houses, by gender and age, April 2015
    • Figure 19: Attitudes towards bakery houses, by gender and age and tier, April 2015
  • Selling single product to break the red ocean
    • Figure 20: Attitudes towards bakery houses, by gender and age, April 2015
  • Vintage style Chinese bakery products as the key differentiation
    • Figure 21: Attitudes towards bakery houses, by gender and age, April 2015

The Consumer - Frequency of Visiting Bakery Houses

  • Key points
  • 43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
    • Figure 22: Frequency of visiting different types of bakery houses in the last three months, April 2015
  • Targeting at professional customers
    • Figure 23: Frequency of visiting different types of bakery houses in the last three months, by age, April 2015
  • Bread products further tailored for children
    • Figure 24: Frequency of visiting different types of bakery houses in the last three months, by marital status and children in household,
  • April 2015

The Consumer - Eating Habits at Bakery Houses

  • Key points
  • Sweet bakery products start to gain greater momentum
    • Figure 25: Food and drinks purchased at bakery houses in the last three months, April 2015
    • Figure 26: Food and drinks purchased at bakery chains in the last three months, by Repertoire of food and drinks purchased at bakery
  • chains in the last three months, April 2015
  • Females aged 25-29 are the main fans of cake and coffee products at bakery chains
    • Figure 27: Food and drinks purchased at bakery houses in the last three months, by gender and age, April 2015
  • Sandwich and salad as the rising nutritious choice at bakery chains
    • Figure 28: Food and drinks purchased at bakery houses in the last three months, April 2015
    • Figure 29: Food and drinks purchased at bakery houses in the last three months, by demographics, April 2015
  • Bread and Coffee concept
  • Young male consumers have more impulsive behaviour
    • Figure 30: Food and drinks purchased at bakery houses in the last three months, by age and gender, April 2015

The Consumer - Occasions of Visiting Bakery Houses

  • Key points
  • Penetrating healthy breakfast selection
    • Figure 31: Occasions of visiting bakery houses in the last three months, April 2015
    • Figure 32: Occasions of visiting bakery houses in the last three months, by monthly household income and tier, April 2015
  • Premiumising afternoon tea set
    • Figure 33: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
    • Figure 34: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
  • The future trend for dinner and lunch opportunities
    • Figure 35: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
    • Figure 36: Occasions of visiting bakery houses in the last three months, by age and gender, April 2015

The Consumer - Interest in Product Offerings at Bakery Houses

  • Key points
  • Bakery products with seasonal and provenance adds premium
    • Figure 37: Interest in buying different types of bakery products, April 2015
    • Figure 38: Interest in buying different types of bakery products, by gender and age, April 2015
  • Weight control elements
    • Figure 39: Interest in buying different types of bakery products, by gender and age and monthly personal income, April 2015
  • Older females and families pay more attention on healthiness
    • Figure 40: Interest in buying different types of bakery products, by demographics, April 2015
  • Local flavours to target affluent consumers
    • Figure 41: Interest in buying different types of bakery products, by consumer classification, April 2015

The Consumer - Effective Marketing Channels for Bakery Houses

  • Key points
  • Interactive event is the new fashion
    • Figure 42: The most influential marketing channels to attract consumers, April 2015
    • Figure 43: The most influential marketing channels to attract consumers, by monthly household income and children in household,
  • April 2015
  • Harnessing recipes to satisfy consumers' increasingly sophisticated tastes
    • Figure 44: The most influential marketing channels to attract consumers, by demographics, April 2015

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 45: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
    • Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
  • Afternoon tea set and local flavours to target affluent consumers
    • Figure 47: Occasions of visiting bakery houses in the last three months, by consumer classification, April 2015
    • Figure 48: Interest in buying different types of bakery products, by consumer classification, April 2015
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