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市場調查報告書

消費者趨勢分析:中國的乳製品市場之消費者趨勢和行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Dairy Food Market

出版商 Canadean 商品編碼 298614
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析:中國的乳製品市場之消費者趨勢和行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Dairy Food Market
出版日期: 2014年03月31日 內容資訊: 英文 56 Pages
簡介

本報告書為中國乳製品市場的調查分析、市場檔案、人口統計消費模式(各種類)、促進消費的消費者趨勢的檢證、符合消費者需求的創新新產品開發為焦點、提供進化消費者情勢的策略性提議、概述如下。

定義

  • 種類的分類和人口統計的定義
  • 摘要方法
  • 9個大趨勢:20個小趨勢

市場狀況

  • 健康、利便性、大幅的商品選項是消費的主要推動因素
  • 中國的乳製品市場目前有2,553億人民幣、今後5年間會有高度的成長
  • 牛乳種類為優勢
  • 高齡者和男性的市場機會
  • 金額、數量皆為全球首屈

人口統計世代消費模式

  • 中國的女性比男性的消費多
  • 消費多的有小孩、嬰幼兒
  • 消費頻率最高的是、小孩、嬰幼兒、高齡者

消費者趨勢分析

  • 影響乳製品消費的主要因素是變化的生活形態
  • 影響乳製品消費的消費者趨勢
  • 變化的生活形態:促進商品選項的需求
  • 連通性:連結的感覺要求和媒體的影響、形成中國的消費習慣
  • 利便性:選擇可外帶商品時的重要動機是消費者繁忙的生活
  • 倫理:倫理、環境的問題
  • 快樂的經驗:對品質的要求會影響消費行動
  • 醫療、健康:健康是促進消費的重要角色
  • 個人:可以休息的要求會促進消費
  • 信用:食品的安全性對消費者有很大的影響
  • 價值:更好的價值、低成本、附加價值的商品

技術創新的範例

  • 廠商的目標在消費者的增大需求
  • 創新的處方、定位、包裝的重視

提議

  • 成長市場為目標
  • 傳達健康生活形態的重要性

附錄

目錄
Product Code: FD0005IS

This report provides an overview of the Chinese Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape.

Key Findings

  • China's Dairy market is one of the biggest markets worldwide by value and volume.
  • Consumers aged 55 and over are the key consumers of Dairy products in China.
  • Chinese consumers select Dairy products based on their ability to meet life stage related and age-specific needs. This doesn't just apply to children, with older adults increasingly aware of their specific nutritional needs.
  • Low osteoporosis awareness provides manufacturers with an opportunity to educate consumers about the disease and explain Dairy's role in averting it.

This report allows readers to identify the key demographic groups driving consumption in the Chinese Dairy market, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

In particular, this report includes:

  • Key consumer demographic groups driving consumption within the Chinese market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for China and nine other countries across the globe
  • The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group
  • The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category will evolve in the short-to-medium term future
  • Examples of international and China-specific product innovation targeting key consumer needs.

Reasons to buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Chinese Dairy consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Health, Convenience, and wide product choices are the key drivers of Dairy consumption
  • China's Dairy market is currently valued at CNY255.3 billion and will witness high growth in the next five years
  • The Milk category dominates China's Dairy Food market
  • There were 281.1 billion Dairy Food occasions in China in 2012, with the highest amount witnessed amongst older consumers and males
  • China's Dairy Food market is the global leader in terms of volume and value sales

Demographic cohort consumption patterns

  • Chinese women consume more Dairy products than men
  • Mid-Lifers are under-consuming Dairy products while Kids & Babies continue to over-consume
  • Similar Dairy consumption frequency pattern visible among men and women in China
  • Kids & Babies and Older Consumers are ‘heavy frequency' consumers of Dairy products

Consumer trend analysis

  • Changing Lifestages is one of the key factors influencing consumption of Dairy Food in China
  • Consumer trends influencing Dairy consumption can be compared globally to provide greater context on the degree of influence each trend has
  • The Changing Lifestyle mega-trend: Consumers' Dairy product choices are driven by the needs of Changing Lifestyles
  • The Connectivity mega-trend: the desire to feel connected and the influence of the media continue to shape consumption habits in China
  • The Convenience mega-trend: the Busy Lives of consumers is an important motivation when choosing on-the-go Dairy products
  • The Ethics mega-trend: ethical and environmental issues alone cannot motivate consumers when it comes to choosing Dairy products
  • The Experience & Enjoyment mega-trend: the desire for quality Dairy food products influences consumption behavior in China
  • The Health & Wellness mega-trend : Health plays a significant role in driving Dairy consumption
  • The Individuality mega-trend: the desire for taking time out for oneself drives Dairy Food consumption
  • The Trust mega-trend: after a range of food scandals, product safety to be a major influence over consumers
  • The Value mega-trend: consumers seek better Value through low-cost products as well as those with additional advantages

Innovation examples

  • Manufacturers of Dairy Food are innovating across categories to target growing needs of the Chinese consumers
  • Manufacturers across the globe are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • Manufacturers need to develop products targeting the growing market
  • Manufacturers need to inform consumers about the importance of a healthy lifestyle

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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