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市場調查報告書

消費者趨勢分析:中國的麵包店、麥片穀類市場上消費者趨勢與行動推動因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in China's Bakery and Cereals Market

出版商 Canadean 商品編碼 303833
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析:中國的麵包店、麥片穀類市場上消費者趨勢與行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in China's Bakery and Cereals Market
出版日期: 2014年05月24日 內容資訊: 英文 56 Pages
簡介

本報告提供中國的麵包店、麥片穀類市場相關調查分析、市場資料、人口統計消費模式(各類別)、促進消費的消費者趨勢相關驗證、符合消費者需求的創新性新產品開發焦點、針對進化的消費者形勢的策略性建議等相關資料、有系統的資訊。

定義

  • 類別的分類和人口統計定義
  • 摘要手法
  • 9個大趨勢

市場情形

  • 新鮮度和便利性為消費的推動因素
  • 目前市場價值為1,839億人民幣,今後5年將高成長
  • 蛋糕、糕點、甜派的類別,佔銷售量整體44%
  • 消費回數:2,811億次(2012年),老年人和男性牽引消費
  • 中國的麵包店、麥片穀類市場最大(數量)
  • 中國的麵包店、麥片穀類市場在全球也急速成長(數量)

人口世代消費模式

  • 男性比起女性過度消費
  • 不僅是老年人,中年前期年齡層也有過度消費趨勢
  • 男性與女性,消費頻率模式類似
  • 中年前期年齡層消費頻率高

消費者趨勢分析

  • 追求品質為消費的主要影響要素
  • 消費產生影響的消費者趨勢
  • 生活方式的改變:對便攜式產品的需求增加
  • 連接性:文化的影響形成消費習慣
  • 便利性:忙祿的生活方式是對便攜式產品的重要動機
  • 倫理:消費者的選擇動機不單是倫理、環境問題
  • 經驗與享受:對品質的要求高
  • 健康和保健:不是健康目的
  • 個人:個人的時間和放鬆、消費的推動因素
  • 信用:商品的安全性為消費的主要影響要素
  • 價值:品質為附加價值

技術創新範例

  • 對應增加的消費需求的技術創新
  • 創新的形態、定位、重視包裝

建議

  • 與消費者的年齡相稱的商品
  • 建立消費者的信用、提供新的經驗、強大的品牌力

附錄

目錄
Product Code: FD0021IS

Understanding Consumer Trends and Drivers of Behavior in China's Bakery & Cereals 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

  • China's Bakery & Cereals market is the largest market worldwide by volume
  • Quality is the primary driver of the Bakery & Cereals market, motivating over two-fifth of consumption
  • Pre-Mid-Lifers are the key consumers of Bakery & Cereals products in China
  • Chinese consumers select Bakery & Cereals based on their ability to meet life stage related needs.

Understanding Consumer Trends and Drivers of Behavior in the Chinese Bakery & Cereals 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 Bakery & Cereals, 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 Bakery & Cereals 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 Bakery & Cereals 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 Bakery & Cereals sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Market context

  • Freshness and convenience are the key drivers of Bakery and Cereal consumption in China
  • Chinese Bakery and Cereals market currently valued at CNY183.9 billion will witness high growth in the next five years
  • The Cakes, Pastries and Sweet Pies category accounts for 44% of all volume sold in the Chinese Bakery and Cereals market in 2013
  • There were 281.1 billion Bakery and Cereals occasions in China in 2012, with the highest occasions witnessed amongst Older Consumers and males
  • The Chinese Bakery and Cereals market is the largest in terms of volume
  • China's Bakery and Cereals market is globally the fastest growing in terms of volume

Demographic cohort consumption patterns

  • Chinese men over-consume more Bakery and Cereal products compared to women
  • Older Consumers are under-consuming Bakery and Cereal products while Pre-Mid-Lifers continue to over-consume
  • Chinese men and women exhibit a similar consumption frequency pattern
  • Pre-Mid-Lifers are 'heavy frequency' consumers of Bakery and Cereal products

Consumer trend analysis

  • Quality Seeking is one of the key factors influencing consumption of Bakery and Cereals in China
  • Comparing consumer trends influence on consumption of Bakery and Cereal products across major markets
  • The Changing Lifestyle mega-trend: Changing Lifestage patterns in China are driving demand for on-the-go products
  • The Connectivity mega-trend: Cultural influence shapes consumption habits in China
  • The Convenience mega-trend: The Busy lifestyles of consumers is an important motivator driving on-the-go bakery products consumption
  • The Ethics mega-trend: Ethical and environmental issues alone cannot motivate consumers in choosing Bakery and Cereal products
  • The Experience and Enjoyment mega-trend: Chinese consumers are highly driven by a desire for quality
  • The Health and Wellness mega-trend: Consumers are not looking Bakery and Cereal products for their health benefits
  • The Individuality mega-trend: Desire for personal time and relaxation drives consumption of bakery products
  • The Trust mega-trend: Product safety is a major influencer of Chinese consumption
  • The Value mega-trend: Consumers perceive Quality as adding value

Innovation examples

  • Manufacturers of Bakery and Cereals 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 Bakery and Cereals products to meet the age needs of Chinese consumers
  • Manufacturers need to develop products that build consumer trust, offer novel experiences, and have strong branding

Appendix

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