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市場調查報告書

消費者趨勢分析:中國的鹹味零食市場上消費者趨勢、行動推動因素

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

出版商 Canadean 商品編碼 300172
出版日期 內容資訊 英文 58 Pages
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消費者趨勢分析:中國的鹹味零食市場上消費者趨勢、行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Savory Snacks Food Market
出版日期: 2014年04月25日 內容資訊: 英文 58 Pages
簡介

在中國的鹹味零食市場上,配合年齡、生命階段的零食產品,及回應各年齡層健康課題的產品急速成長。還有回應忙碌生活循環的產品,追求嗜好、享受、非日常經驗的動向,為鹹味零食市場主要推動因素之一。高品質和可靠性的產品也持續帶給消費行為強烈的影響力。

本報告提供中國的鹹味零食市場上的消費者趨勢、行動與其推動因素相關分析、人口世代(性別、年齡)及各類型產品的消費量的趨勢調查、從複數大趨勢的尺度考察消費行動的影響因素,並將結果概述為以下內容。

定義

  • 類別的分類和人口結構定義
  • 分析方法的概要
  • 促進食品選擇的9個大趨勢與20個小趨勢

市場脈絡

  • 低成本、選擇和忙碌:鹹味零食消費的推動因素
  • 中國的鹹味零食市場:現在是603億人民幣的規模,今後也將急速成長
  • 佔加工零食最大的市場佔有率
  • 中國國內的鹹味零食的消費回數達到總合525億次,尤其是女性、中年人的消費量大
  • 中國的鹹味零食市場,品質、數量都凌駕其他的金磚四國市場
  • 中國的鹹味零食市場,是全球最高成長率市場之一

各人口階層(世代)的消費模式

  • 中國女性的鹹味零食消費量比男性多
  • 由於健康上的問題,老年人的鹹味零食消費量變少
  • 男性的「高頻率的消費者」的比率非常高
  • 兒童、嬰幼兒的「高頻率的消費者」的比率非常高

消費者趨勢分析

  • 品質的追求:鹹味零食消費的主要影響因素
  • 消費趨勢比較:對全球各國的鹹味零食消費的影響
  • 生活方式的變化:配合消費者的生命階段的需求變化促進消費
  • 連續性:特別在民族性、傳統零食,「關聯」的慾望促進消費
  • 便利性:忙碌的生活,促進外帶用(on-the-go)的方便零食的需求
  • 道德:倫理方面、環境方面的問題,只有那些無法影響消費者的選擇
  • 體驗、娛樂:對高品質零食的慾望,成為消費行動的根源性動機
  • 健康和保健:儘管肥胖問題嚴重化,健康方面對零食消費量的影響仍低
  • 個性:消費者期盼透過民族/傳統性零食,習慣親近的味道帶來「自己的時間」
  • 可靠性:對成分、製造設備、製造工程的擔憂,也影響零食消費
  • 價值:消費者一方面尋求廉價高品質的產品,也摸索著轉換至高級品

產品開發的案例

  • 應對應擴大中的消費者需求,各零食製造公司進行每個類別的商品開發
  • 全球市場的新形狀:對中國企業來說的靈感來源
  • 各廠商開發健康性零食,打算開拓全球各國的消費者需求
  • 應滿足消費者需求,零食廠商在全球各國進行高嗜好性的商品開發

應推薦行動

  • 廠商、經銷商、零售業者,需要關注鹹味零食帶來的經驗、享受、品質、便利性
  • 廠商、經銷商、零售業者,應開發響應老年人層健康上需求的產品

附錄

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目錄
Product Code: FD0015IS

Understanding Consumer Trends and Drivers of Behavior in the Chinese Savory Snacks Food Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Age and life stage specific Savory Snack products are a growing phenomenon in the Chinese Savory Snacks market that support health concerns of different age groups.
  • Hectic lives are leading to increased time-scarcity and will continue to influence the Savory Snacks Food consumption in China.
  • Consumption of Savory Snack products among Chinese consumers was driven by the pursuit of fun and enjoyment and experience seeking.
  • Savory Snack products that have assurances of high quality and trustworthiness will continue to have an influence on consumption behavior.

Understanding Consumer Trends and Drivers of Behavior in the Chinese Savory Snacks Food Market identifies the key demographic groups driving consumption, 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. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the Chinese market. The figures showcase the number of times consumers of specific ages and gender consume Savory Snacks, 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 to give a global context.
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Savory Snacks consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the needs of 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 Savory Snacks 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 Savory Snacks 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

  • Low-cost options and time-scarcity are factors driving Savory Snacks consumption
  • Chinese Savory Snacks market, currently valued at CNY60.3 billion, will witness high growth in the next five years
  • The Processed Snacks category accounts for the highest share of all volume sold in the Chinese Savory Snacks market
  • There was 52.5 billion Savory Snacks occasions in China in 2012, with consumption higher amongst women and Pre-mid-lifers
  • The Chinese Savory Snacks market leads the BRIC nations in terms of volume and value sales
  • China remains one of the fastest growing Savory Snack markets globally in terms of volume

Demographic cohort consumption patterns

  • Chinese women are over-consuming in the Savory Snacks market
  • Older consumers are under-consuming in the Chinese Savory Snacks market owing to health concerns
  • Chinese Males are 'heavy frequency' consumers of Savory Snacks
  • Kid and Babies are 'heavy frequency' consumers of Savory Snacks

Consumer trend analysis

  • Quality Seeking is one of the key factors influencing the consumption of Savory Snacks in China
  • Comparing consumer trends influence on the consumption of Savory Snacks across major markets
  • The Changing Lifestyle mega-trend: Savory Snacks consumption is driven by the Changing Life stage needs of consumers
  • The Connectivity mega-trend: A desire for Connection is driving consumption, particularly in Ethnic and Traditional Snacks
  • The Convenience mega-trend: Busy Lives are driving demand for on-the-go, convenient Savory Snacks
  • The Ethics mega-trend: Ethical and Environmental issues alone cannot motivate consumers to choose Savory Snack products
  • The Experience and Enjoyment mega-trend: The desire for quality Savory Snacks is the primary motivator of consumption behavior in China
  • The Health and Wellness mega-trend: Health has a relatively low influence on Savory Snack consumption despite rising obesity concerns
  • The Individuality mega-trend: Chinese consumers look to Ethnic and Traditional Snacks to provide comforting moments of me-time through familiar tastes
  • The Trust mega-trend: Concerns over ingredients, manufacturing, and production will affect Savory Snack consumption
  • The Value mega-trend: Consumers are seeking better Value through lower prices as well as trading-up for superior experiences

Innovation examples

  • Manufacturers of Savory Snacks are innovating across categories to target the growing needs of Chinese consumers
  • Global innovations on formulation can be a source of inspiration for Chinese manufacturers
  • Manufacturers are innovating healthy snacks to target the dietary needs of consumers across the globe
  • Globally, manufacturers of Savory Snacks are innovating with indulgent and fun products to meet the needs of consumers

Recommended actions

  • Manufacturers, marketers, and retailers need to highlight the Experience and Enjoyment, Quality, and Convenience provided by Savory Snacks
  • Manufacturers, marketers, and retailers should develop products to appeal to the health needs of an aging population

Appendix

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