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市場調查報告書

消費者趨勢分析: 中國的已調理食品市場上消費者趨勢與消費行動推動因素

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

出版商 Canadean 商品編碼 309534
出版日期 內容資訊 英文 54 Pages
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消費者趨勢分析: 中國的已調理食品市場上消費者趨勢與消費行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Ready Meals Food Market
出版日期: 2014年07月31日 內容資訊: 英文 54 Pages
簡介

本報告精查中國已調理食品市場,彙整各種市場資料、人口組成階級各部門內商品消費模式、還有促進消費行為的主要消費趨勢詳細分析。再加上本報告以針對消費者需求所特定的創新新產品開發為焦點之分析,並提供您在持續不斷變化的消費者狀況中如何產生利益的策略性建議。

第1章 定義

  • 類別分類及人口組成層定義
  • 調查手法
  • 促進食品選擇的9大趨勢:可細分為20個的細目趨勢

第2章 市場情形

  • 忙碌的生活與追求簡約促進了中國已調理食品消費的擴大
  • 中國已調理食品市場正在急速擴大,預計2018年前將可達到107億人民幣
  • 可常溫保存的已調理食品在中國已調理食品市場中以量而言佔82.1%市場佔有率居主導性地位
  • 中國2012年有5億4680萬次的已調理食品利用機會,其最大消費階層為中年前世代與男性
  • 中國已調理食品市場無論在量上還是銷售額上都展現最速成長
  • 中國平均每位國民已調理食品消費量在全球主要國家中是最少的

第3章 各人口組成層的消費模式

  • 中國男性比女性消費更多已調理食品
  • 中國已調理食品市場中高齡消費階層的消費量少

第4章 消費趨勢分析

  • 忙碌的生活和人生階段的變化是中國追求已調理食品的主要動機
  • 主要國家中消費者趨勢對已調理食品消費的影響比較
  • 生活方式的變化相關大趨勢:延後成家責任,並追求更具野心的人生目標,促進中國可簡單準備的食品的需求
  • 關乎網絡連接的大趨勢:中國已調理食品市場中「粥」類傳統食品居支配性地位
  • 關乎便利的大趨勢:消費者的忙碌生活是選擇已調理食品的最大要素
  • 關乎道德的大趨勢:道德問題和環境問題對中國已調理食品消費的影響有限
  • 關乎體驗和樂趣的大趨勢:追求高品質商品的慾望影響已調理食品市場上商品的選擇
  • 關乎健康的大趨勢:美容方面對中國已調理食品消費的影響有限
  • 關乎個人的大趨勢:追求個人空間與時間的消費者欲望影響中國已調理食品的消費
  • 關乎信賴度的大趨勢:商品的安全性是中國已調理食品類別選擇商品最重要的因素
  • 關乎價值的大趨勢:想以同樣的金額購買更高價值的欲望是影響中國已調理食品消費的主要趨勢之一

第5章 技術創新範例

  • 食品廠商針對中國消費者需求提升,而橫跨所有部門發展技術創新
  • 做法和包裝方面的全球技術創新也成了中國食品廠商靈感的起源

第6章 建議

  • 廠商應針對忙碌的消費者,推出便利又更具價值的已調理食品
  • 廠商應配合單身族群的焦點,推出調整份量的已調理食品

第7章 附錄

目錄
Product Code: FD0054IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Chinese Ready Meals 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

  • Busy lives and search for convenience are driving Ready Meals consumption in China
  • Men over-consume Ready Meals in China whilst women are under-consuming
  • Older Consumers are under-consuming in Chinese Ready Meals market
  • Product safety is one of the primary motivators of choice in the Ready Meals category

Understanding Consumer Trends and Drivers of Behavior in the Chinese Ready Meals 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 Ready Meals, 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 Ready Meals 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 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 Ready Meals 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

  • Busy lives and the search for convenience are driving Ready Meals' consumption in China
  • The Chinese Ready Meals market is growing rapidly and is forecast to reach CNY10.7 billion by 2018
  • Ambient Ready Meals dominates the Chinese Ready Meals market with 82.1% of volume share
  • There were 546.8 million Ready Meals occasions in China in 2012, with the highest occasions witnessed among Pre-Mid-Lifers and Males
  • China is the fastest-growing Ready Meals market both in value and volume terms
  • China has the lowest per capita volume consumption among major countries in the world

Demographic cohort consumption patterns

  • Men over-consume Ready Meals more than women in China
  • Older consumers are under-consuming in the Chinese Ready Meals market

Consumer trend analysis

  • Busy Lives and Changing Life Stages are the key motivations for consuming Ready Meals in China
  • Comparing consumer trends' influence on Ready Meals' consumption across major markets
  • The Changing Lifestyle mega-trend: the delaying of responsibility and more ambitious life goals are driving the need for Ready Meals in China
  • The Connectivity mega-trend: traditional foods such as 'congee' dominate the Chinese Ready Meals market
  • The Convenience mega-trend: the busy lives of consumers is the leading motivation for choosing Ready Meals
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Ready Meals in China
  • The Experience and Enjoyment mega-trend: the desire for quality products will influence the choice in the Ready Meals market
  • The Health and Wellness mega-trend: Beauty aspects play a limited role when it comes to the consumption of Ready Meals
  • The Individuality mega-trend: consumers' desire to seek Personal Space and Time will influence the consumption of Ready Meals in China
  • The Trust mega-trend: product safety is one of the primary motivators of choice in the Ready Meals category
  • The Value mega-trend: Better Value for Money is one of the primary trends influencing Ready Meals' consumption in China

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 Chinese manufacturers

Recommended actions

  • Manufacturers should target busy consumers with convenient, value for money Ready Meals products
  • Manufacturers should focus on providing single-person households with portion-controlled Ready Meals

Appendix

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