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市場調查報告書

消費者趨勢分析: 中國的冰淇淋市場之消費者趨勢和消費行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream Market

出版商 Canadean 商品編碼 309532
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析: 中國的冰淇淋市場之消費者趨勢和消費行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream Market
出版日期: 2014年07月31日 內容資訊: 英文 56 Pages
簡介

本報告書為中國冰淇淋市場的詳細調查、各種市場檔案、每一個人口構成層的種類內商品的消費模式、此外促進消費行動的主要消費趨勢的詳細分析。以及本報書對消費者需求的適切目標及創新的新產品開發為焦點的分析、以及經常變化的消費者狀態中所衍生之利益的策略提議。

第1章 定義

  • 種類分類及人口構成層的定義
  • 調查方法
  • 食品選定的9個大趨勢: 20個詳細項目趨勢的分類可能性

第2章 市場狀況

  • 積極的營銷和冰淇淋、下午茶店的滲透促進中國的冰淇淋需求量
  • 目前353億人民幣的市場規模之中國冰淇淋市場在今後5年間預計會有高度的成長
  • 中國的冰淇淋市場中店家消費種類的冰淇淋消費量佔最大
  • 在中國有172億個的冰淇淋消費機會、其中女性和中年前世代的消費較多
  • 中國的冰淇淋市場、銷售額代表主要國家市場整體中最高的成長率
  • 中國的冰淇淋市場由全球來看是成長最快速的市場之一

第3章 每一個人口構成層的消費模式

  • 中國人女性比男性消費更多冰淇淋
  • 在中國高齡者層的冰淇淋消費極少
  • 男女雙方皆可分類為冰淇淋的「高頻率」消費者

第4章 消費趨勢分析

  • 追求高品質商品在中國是選擇冰淇淋時的重要動機
  • 對於主要國家的冰淇淋消費之消費者趨勢之比較
  • 生活型態變化的相關大趨勢: 中國的消費者持續變化追求符合自己人生階段需求的商品
  • 網路連結相關大趨勢: 巴西的德認知和消費者忠誠度的產生對媒體有很大的影響
  • 便利性的大趨勢: 繁忙生活之故中國的消費者逐漸的傾向簡單的購買、消費種類的冰淇淋
  • 道德性的大趨勢: 在中國對於道德上的冰淇淋消費僅只有些許的影響
  • 體驗和樂趣的大趨勢: 追求高品質的心境在中國冰淇淋市場上有很大的動機
  • 健康的大趨勢: 健康上的顧慮對於冰淇淋的消費影響不大
  • 個人相關大趨勢: 中國的消費在心情好時跟放鬆時都會追求冰淇淋
  • 信賴度相關大趨勢: 最近的醜聞影響消費者的意識、商品的安全性是選擇商品時的主要因素
  • 價值觀的大趨勢: 利用低價格且高品質的冰淇淋商品的價值觀對消費者進行宣傳

第5章 技術創新的範例

  • 冰淇淋廠商瞄準中國消費者高度需求提供各項技術創新
  • 製法及包裝的相關技術創新是中國廠商技術革新的靈感來源

第6章 提議

  • 廠商的焦點在於提供高級的商品、透過有魅力的廣告銷售品牌
  • 廠商具有機能性的冰淇淋目標鎖定在高齡的消費者層、此外也應改善冷鏈的輸送和儲藏

第7章 附錄

目錄
Product Code: FD0044IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream 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 developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Ice Cream consumption in China is driven by the pursuit of quality
  • Chinese consumers are not driven to seek healthier Ice Cream offerings
  • Consumers look to Ice Cream to help them meet their life stage needs across an aging Chinese population
  • Chinese consumers seek Ice Cream with a trustworthy reputation
  • Consumers in China are not motivated to buy products for ethical attributes alone

Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream 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 genders consume Ice Cream, 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 France and nine other countries, to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Ice Cream consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group
  • Insight into the implications behind the data, and analysis of how the needs of consumers 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 Ice Cream 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 Ice Cream 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

  • Aggressive marketing and increased penetration of Ice Cream parlors is driving Ice Cream demand in China
  • The Chinese Ice Cream market, currently valued at CNY 35.3 billion, is forecast to register high growth over the next five years
  • Impulse Ice Cream accounts for the highest share of volume consumption in the Chinese Ice Cream market
  • There were 17.2 billion Ice Cream occasions in China with consumption higher among women and Pre-Mid-Lifers
  • The Chinese Ice Cream market is forecast to register highest growth across major markets, in value terms
  • The Chinese Ice Cream market is one of the fastest growing markets globally

Demographic cohort consumption patterns

  • Chinese females are over-consuming Ice Creams compared to the male consumers
  • Older consumers are significantly under-consuming Ice Creams in China
  • Both Males and Females can be classified as 'heavy frequency' consumers of Ice Creams
  • Chinese consumers are 'heavy frequency' consumers of Ice Cream

Consumer trend analysis

  • Search for quality products is the key motivation for choosing Ice Creams in China
  • Comparing consumer trends influence on consumption of Ice Cream products across major markets
  • The Changing Lifestyle mega-trend: Chinese consumers seek products to meet the needs of their changing lifestages
  • The Connectivity mega-trend: Media has a strong influence in creating brand awareness and consumer loyalty
  • The Convenience mega-trend: Busy lives mean Chinese consumers are increasingly seeking convenient Ice Cream offerings
  • The Ethics mega-trend: Ethical concerns have a very low influence on Ice Cream consumption in China
  • The Experience and Enjoyment mega-trend: A desire for Quality is the leading motivator in the Chinese Ice Cream market
  • The Health and Wellness mega-trend: Health concerns will have limited influence on the consumption of Ice Cream
  • The Individuality mega-trend: Consumers will increasingly seek Ice Cream to provide moments of relaxation and escapism
  • The Trust mega-trend: Product safety is a major motivator of consumption as recent scandals have affected consumers confidence
  • The Value mega-trend: Ice Cream offering Value in terms of lower-price and quality will appeal to consumers

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of Chinese consumers
  • Global innovations on formulation and packaging can be a source of inspiration for the Chinese manufacturers

Recommended actions

  • Manufacturers should focus on providing premium offerings and promoting these brands through engaging advertising
  • Manufacturers should target older consumers with functional Ice Cream, and improve cold-chain transportation and storage

Appendix

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