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市場調查報告書

中國點心食品市場消費者動向與行動促進因素

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

出版商 Canadean 商品編碼 306574
出版日期 內容資訊 英文 56 Pages
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中國點心食品市場消費者動向與行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food Market
出版日期: 2014年06月27日 內容資訊: 英文 56 Pages
簡介

本報告針對中國點心市場進行調查分析、提供市場概要、市場數據、種類分類購買層消費模式、促進消費的主要消費者動向、以消費者核心需求為目標的創新產品開發、策略提案。

第1章 定義

  • 種類分類與消費層定義
  • 摘要方法
  • Canadean認為促進食品選擇的9項特定主要趨勢:細分為20項分類

第2章 市場狀況

  • 為了愉快享受個人空間與時間而消費
  • 中國點心市場2013年∼2018年預計會大幅成長
  • 砂糖點心分類中國點心市場佔了86.6%
  • 2012年、中國吃點心機會達447億次、中年人與女性消費機會最多
  • 中國點心市場販售額的成長增加了單人消費量
  • 中國是BRIC各國中最有魅力的點心市場

第3章 購買層分類消費模式

  • 男性比女性更常消費點心產品
  • 45歲以上消費者不常消費點心產品メ
  • 中國男性與女性點心的消費頻率相同
  • 小孩子與嬰幼兒的點心消費頻率高

第4章 消費者動向分析

  • 中國對於有趣高品質產品的需求成為選擇點心產品的主要動機
  • 與全球比較的點心消費影響消費者動向影響度
  • 生活方式變化主要趨勢:大人與小孩點心產品的二極化已經變得常見
  • 接續性主要趨勢:中國人對點心的選擇受到媒體與廣告的品牌影響
  • 便利性主要趨勢:消費者在忙碌生活中對外帶點心產品的需求增加
  • 倫理主要趨勢:倫理環境問題不影響對點心的選擇
  • 經驗與娛樂主要趨勢:對品質與有趣的慾望促進消費者對點心產品的消費
  • 健康主要趨勢:追求點心產品的有趣消費不太重視健康
  • 個性主要趨勢:為了追求個人的場所與時間而促進點心消費
  • 信賴主要趨勢:品牌為了確保顧客而加強信賴性
  • 價值主要趨勢:消費者追求便宜的產品

第6章 創新範例

  • 點心製造商為了對應擴大的中國消費者需求在各式各樣的分類範圍中進行革新
  • 製造商專注於配合、定位、包裝方面的創新

    第7章 提案

    • 製造商在以高級路線、以成人與小孩為目標開發產品
    • 製造商、行銷、零售業者必須考慮以關心健康的消費層為目標

    附錄

目錄
Product Code: FD0032IS

Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery 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-specific Confectionery products are a growing phenomenon in the Chinese Confectionery market that support health concerns of different age groups
  • Consumers aged above 45 years are under-consuming Confectionery products in China
  • The busy lifestyles of Chinese consumers will further the need for Confectionery suited to on-the-go consumption
  • Manufacturers, marketers, and retailers need to consider targeting experience seeking and the growing health-conscious Chinese population, in order to secure further custom and their position in the market

Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery 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 Confectionery, 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 Confectionery 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 Confectionery 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 Confectionery 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

  • Confectionery products are consumed for fun and enjoyment and for seeking personal space and time
  • The Chinese Confectionery market will witness strong growth from 2013-2018
  • Sugar Confectionery category dominates Chinese Confectionery market with 86.6% of volume share
  • There were 44.7 billion Confectionery occasions in China in 2012, with the highest occasions witnessed amongst Pre-Mid-Lifers and Females
  • High value growth of the Confectionery market in China is driven by rising per capita volume consumption
  • China is the most attractive Confectionery market among the BRIC nations

Demographic cohort consumption patterns

  • Women over-consume Confectionery products compared to Chinese men
  • Consumers aged above 45 years are under-consuming Confectionery products in China
  • Chinese men and women exhibit very similar Confectionery consumption frequency patterns
  • Kids and Babies have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis

  • A desire for quality products offering Fun is the key motivation for choosing Confectionery products in China
  • Comparing consumer trends influence on consumption of Confectionery products across major markets
  • The Changing Lifestyle mega-trend: Polarization of adult's and children's Confectionery products is commonplace in China
  • The Connectivity mega-trend: Chinese Confectionery choices will be driven by brands advertised on popular media channels
  • The Convenience mega-trend: the Busy Lives of consumers will further the need for Confectionery suited to on-the-go consumption
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Confectionery products in China
  • The Experience and Enjoyment mega-trend: The desire for quality and fun Confectionery products drives consumption in China
  • The Health and Wellness mega-trend: Confectionery products are consumed for fun and enjoyment with little focus on health
  • The Individuality mega-trend: Consumers' desire to seek Personal Space and Time drives the consumption of Confectioneries in China
  • The Trust mega-trend: Brands need to inspire and promote trustworthiness in order to secure custom
  • The Value mega-trend: Consumers search for both inexpensive products and those with added value attributes

Innovation examples

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

Recommended actions

  • Manufacturers can explore premium ranges as well as targeting their products towards either adults or children
  • Manufacturers, marketers, and retailers need to consider targeting experience seeking and the growing health-conscious population
  • Appendix
  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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