市場調査レポート

中国のベビーフード・飲料市場

Baby Food and Drink - China - July 2014

発行 Mintel China 商品コード 259123
出版日 ページ情報 英文 239 Pages
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中国のベビーフード・飲料市場 Baby Food and Drink - China - July 2014
出版日: 2014年07月31日 ページ情報: 英文 239 Pages
概要

中国のベビーフード・飲料市場は、野菜、オーガニック食材、パッケージサイズの最小化による栄養摂取量の管理など、若年の両親層を対象に、市場普及率を拡大しています。

当レポートでは、中国のベビーフード・飲料市場について調査分析し、問題点と考察、用途、市場規模と予測、市場区分、市場シェア、技術革新、企業とブランドについて検証するほか、消費者の動向などについて、体系的な情報を提供しています。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 問題点と考察

  • 野菜、オーガニックの要求
  • 手作り離乳食ユーザーへのアプローチ
  • ベビーフード・飲料市場に新規ユーザーを引き付ける方法
  • 高級化で裕福なママにロイヤルティを

第4章 用途の動向

  • 最小化
  • 影響力が大きい
  • ブランドの拡大

第5章 市場規模と予測

  • 要点
  • 安定成長が続く
  • 市場予測
  • 予測手法
  • 市場促進要因、など

第6章 市場区分

  • 要点
  • 調合乳・シリアル/スナック
  • ビスケット・ラスク

第7章 市場シェア

  • 要点
  • 乳児用ミルクの必要性
  • 国内企業

第8章 技術革新

  • 要点
  • ベビーシリアル
  • 野菜ベース、オーガニックの要求
  • フレキシブル/缶パッケージ

第9章 企業とブランド

  • 国際企業
    • Nestle S.A.
    • Mead Johnson
    • Danone
    • Heinz
  • 国内企業
    • Yili
    • Beingmate
    • Biostime

第10章 消費者 - ベビーフードの利用

第11章 消費者 - ベビーフードの利用頻度

第12章 消費者 - ベビーフードを利用しない理由

第13章 消費者 - ベビーフードの選択に影響する要因

第14章 消費者 - ベビーフードの恩恵への関心

第15章 消費者 - ベビーフードへの考え方

第16章 消費者 - ベビーフードの購入・行動・利用への考え方

第17章 消費者 - 対象グループ

第18章〜第25章 付録

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目次

“Vegetables, organic ingredients, and minimising packaging size to control nutritional intake could be the springboard for baby food producers to expand penetration among younger parents.” - Esther Lau, Research Analyst.

This report looks at the following areas:

  • What are the key drivers and challenges in the Chinese baby food and drink market?
  • What are the common traits of the evolving packaged baby food users?
  • How can baby food and drink products customise through nutritional benefits and ingredients for different types of mothers?
  • How can brands innovate in packaging design more effectively?
  • How can baby food brands use specialised online forums as marketing differentiators to create a competitive advantage?

The potential migration towards homemade baby food is inextricably linked to many of China's economic and social concerns: lower economic productivity, tightening infant formula regulations and ongoing food safety anxiety. However, the increasingly diverse range of new manufactured product launches is expected to benefit from the changes to family planning policy. To provide the right products to encourage mothers to try new variants or maintain loyalty, baby food companies need to evaluate complex consumption patterns - including purchasing barriers, interests in specific nutritional benefits and packaging design.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Total China retail value sales of baby food and drinks, 2009-19
  • Companies, brands and innovations
    • Figure 2: Leading companies' market shares in the China retail baby food and drink market, by value, 2013
  • Growing up milk and baby formula
  • Baby cereals top new launches in 2013
  • Vegetable-based and organic claims carried by 53% of launches
  • The consumer
  • Simultaneous usage between packaged and home-cooked baby food
    • Figure 3: Baby food usage (including packaged and homemade baby food) in the last three months, March 2014
  • Baby formula milk powder outperformed other packaged products
    • Figure 4: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, March 2014
  • Major challenges - Food safety concerns and age of baby
    • Figure 5: Reasons for not using packaged baby food in the last three months, March 2014
  • Scope to boost no additives and natural ingredients
    • Figure 6: Factors influencing packaged baby food choice, March 2014
  • Strengthen immunity, brain and bone development tap into packaged baby food to advance
    • Figure 7: Interest in benefits from packaged baby food, March 2014
  • Mistrust in professional endorsements
    • Figure 8: Attitudes towards baby food, March 2014
  • Engaging with online forum
    • Figure 9: Baby food purchase, behaviour and usage. March 2014
  • What we think

3. Issues and Insights

  • Vegetable and organic claims hold the key to healthy market growth
  • The facts
  • The implications
  • How to reach homemade baby food users?
  • The facts
  • The implications
  • How to draw new users to the baby food and drink market?
  • The facts
  • The implications
  • Using premiumisation to fine-tune loyalty among affluent mums
  • The facts
  • The implications

4. Trend Application

  • Trend: Minimize Me
  • Trend: Influentials
  • Trend: Extend my Brand

5. Market Size and Forecast

  • Key points
  • Chinese baby food and drink market continues to grow at a steady pace
    • Figure 10: Total China retail value and volume sales of baby food and drinks, 2009-19
  • Market forecast
    • Figure 11: Total China retail value sales of baby food and drinks, 2009-19
    • Figure 12: Total China retail market volume of baby food and drinks, 2009-19
  • Forecast methodology
  • Market drivers
  • Ageing population drives the easing of the one-child policy
  • Sustainable growth in urbanisation and employment awakens the importance of healthy lifestyle
    • Figure 13: Annual growth in rural and urban household income, China, 2009-13
  • The potential new consumer class - Young migrant workers
  • Environmental and food safety concerns drive premium baby food products
  • Market barriers
  • Ongoing mistrust - Strong competition from homemade baby food
  • Tighter regulations on infant formula milk
  • Challenges for domestic companies - Price fixing by foreign players has lowered average retail prices
  • Grandparents can be a major resistance to manufactured baby food and drink products
  • Multiple economic factors could depress baby food consumption

6. Market Segmentation

  • Key points
  • Baby formula milk and cereals/snacks dominated
    • Figure 14: Value of the China retail baby food market, by segment, 2008-13
    • Figure 15: Volume of the China retail baby food market, by segment, 2008-13
    • Figure 16: Conversions for milk for powder/liquid
  • Biscuits and rusks gain greater presence

7. Market Share

  • Key points
  • The need for infant milk gives international companies the lead
    • Figure 17: Leading companies' market shares in the China retail baby food and drink market, by value, 2010-13
    • Figure 18: Leading companies' market shares in the China retail baby food and drink market, by volume, 2010-13
  • Domestic companies step up for NPD
    • Figure 19: Leading companies' innovation shares in the China retail baby food market, by share of variants, 2013

8. Who's Innovating?

  • Key points
  • Baby cereals top new launches in 2013
    • Figure 20: Share of new product launches within the China baby food, drink and milk market, by segment, 2009-14
  • Growing up milk and baby formula
  • Vegetable-based and organic claims carried by 53% of launches
    • Figure 21: Share of new product launches within the China baby food, drink and milk market, by claims, 2009- 13
    • Figure 22: Shares of organic innovations in the China retail baby food market, by country, 2013
  • Flexible and can packaging lead
    • Figure 23: Share of new product launches within the China baby food, drink and milk market, by package types, 2009-13
    • Figure 24: Share of new product launches within the China baby food, drink and milk market, by total package sizes, top 10, 2009-13

9. Companies and Brands

  • International companies
  • Nestlé S.A.
  • Mead Johnson
  • Danone
  • Heinz
  • Domestic companies
  • Yili
  • Beingmate
  • Biostime

10. The Consumer - Usage of Baby Food

  • Key points
  • Simultaneous usage between packaged and home-cooked baby food
    • Figure 25: Baby food usage (including packaged and homemade baby food) in the last three months, March 2014
    • Figure 26: Baby food usage (breast milk) in the last three months, by age of child, March 2014
  • Who prefers homemade baby food or packaged baby food?
    • Figure 27: Most popular baby food usage (including packaged baby food) in the last three months, by demographics, March 2014
  • How will the new family planning policy influence packaged baby food consumption?
  • Elderly people's decisions are influential
    • Figure 28: Most popular baby food usage (including packaged baby food) in the last three months, by role in purchasing baby food and drinks, March 2014
  • So how to target the elderly?

11. The Consumer - Frequency of Eating Baby Food

  • Key points
  • How to target younger and older mothers?
    • Figure 29: Repertoire of baby food usage of packaged food in the last three months, by demographics, March 2014
  • Baby formula milk powder outperformed other packaged products
    • Figure 30: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, March 2014
  • Boosting usage of baby juice blends with mixed vegetables and fruits for mothers born in the late 1980s and 1990s
    • Figure 31: Baby food usage (including packaged baby juice and packaged vegetable and fruit) in the last three months, by age, March 2014
  • How to maintain usage of packaged baby meals for older parents (over-35s)?
    • Figure 32: Baby food usage (packaged baby meals) in the last three months, by demographic, March 2014

12. The Consumer - Reasons for Not Using Packaged Baby Food

  • Key points
  • Major challenges - food safety concerns and age of baby
    • Figure 33: Reasons for not using packaged baby food in the last three months, March 2014
  • Who commonly perceives packaged meat and fish, package baby juice and dairy drinks to be unsafe?
    • Figure 34: Most popular reasons for not using packaged baby meat/fish food, packaged baby juice and dairy drinks in the last three months, by demographics, March 2014
  • The nutritional information should be emphasised in future NPD
    • Figure 35: Share of new product launches within the China baby food, drinks and milk market, by claims, 2008-14

13. The Consumer - Factors Influencing Packaged Baby Food Choice

  • Key points
  • Scope to boost no additives and natural ingredients
    • Figure 36: Factors influencing packaged baby food choice, March 2014
    • Figure 37: Share of new product launches within the China baby food, drink and milk market, by no additives/preservatives, 2008-14
    • Figure 38: Most popular factors influencing packaged baby food choice - Rank 1, by age and monthly personal income, March 2014
  • Premium baby food products to surge in China
    • Figure 39: Share of new product launches within the China baby food, drink and milk market, by price, Q3/Q4 2013 and Q1/Q2 2014

14. The Consumer - Interest in Benefits from Packaged Baby Food

  • Key points
  • Strengthen immunity, brain and bone development tap into packaged baby food to advance
    • Figure 40: Interest in benefits from packaged baby food, March 2014
    • Figure 41: Most popular interest in benefits from packaged baby food, by monthly personal income, March 201
    • Figure 42: Share of new product launches within the China baby food, drink and milk market, by claims, 2008-14
  • Interest in specific benefits found in different packaged products
    • Figure 43: Baby food usage (packaged) in the last three months, by most popular interest in benefits from baby formula milk powder, March 2014
    • Figure 44: Baby food usage (packaged) in the last three months, by most popular interest in benefits from packaged baby food, March 2014
  • ‘Secondary benefits' addressed in packaged baby food for households with two children?
    • Figure 45: Most popular interest in benefits from packaged baby food, by number of children in household, March 2014
    • Figure 46: Most popular interest in benefits from packaged baby food, by age, March 2014

15. The Consumer - Attitudes Towards Baby Food

  • Key points
  • Mistrust in professional endorsements
    • Figure 47: Attitudes towards baby food, March 2014
  • Organic claims have yet to fulfil consumer demand
  • Organic NPD is key for mothers aged 20-29
    • Figure 48: Attitudes towards baby food, by age, March 2014
  • Foreign labels - International varieties inspire packaged meals
    • Figure 49: Agreement with the statement “It's worth paying more for imported baby foods”, by demographics, March 2014
  • Can domestic companies persuade Chinese parents to switch to manufactured baby food?
    • Figure 50: Agreement with the statement “China's baby food brands are just as reliable as international brands”, by monthly personal income, March 2014

16. The Consumer - Attitudes Towards Baby Food Purchase, Behaviour and Usage

  • Key points
  • Engaging with online forums
    • Figure 51: Baby food purchase, behaviour and usage. March 2014
  • How can using online forums drive revenue?
  • Appealing ingredients' images and education through label design makes mothers tick
  • The size matters - minimising the package
    • Figure 52: Agreement with the statement “I find it inconvenient to feed my baby with the packaged baby food/drink when out of home (eg product not easy to carry around, cannot reseal after opened)”, by demographics, March 2014
  • Smaller packaging to control nutritional intake and avoid childhood obesity
  • Opportunity for premium baby-friendly sauces products
    • Figure 53: Agreement with the statement “I use baby-friendly ingredients when preparing food for my baby (eg baby sauces, walnut oil for babies)”, by monthly household income, March 2014

17. The Consumer - Target Groups

  • Key points
  • Mintel named the four clusters according to their particular characteristics
    • Figure 54: Target groups, March 2014
  • Family-Oriented Buyers
    • Figure 55: Family-Oriented Buyers, by demographics, March 2014
  • Demographics
  • Characteristics
  • Marketing implications
  • Homemade Baby Food Lovers
    • Figure 56: Homemade Baby Food Lovers, by demographics, March 2014
  • Demographics
  • Characteristics
  • Marketing implications
  • Emerging Middle-Class
    • Figure 57: Emerging Middle-Class, by demographics, March 2014
    • Figure 58: Emerging Middle-Class, by demographics, March 2014
  • Demographics
  • Characteristics
  • Marketing implications
  • Premium and Innovation Hunters
    • Figure 59: Premium and Innovation Hunters, by demographics, March 2014
  • Demographics
  • Characteristics
  • Marketing implications

18. Appendix - The Consumer - Usage of Baby Food

  • Figure 60: Baby food usage (including packaged and homemade baby food) in the last three months, March 2014
  • Figure 61: Most popular baby food usage (including packaged baby food) in the last three months, by demographics, March 2014
  • Figure 62: Next most popular baby food usage (including packaged baby food) in the last three months, by demographics, March 2014
  • Figure 63: Baby food usage (including homemade baby food) in the last three months, by demographics, March 2014
  • Figure 64: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular baby food purchase, behaviour and usage. March 2014
  • Figure 65: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular baby food purchase, behaviour and usage. March 2014
  • Figure 66: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular factors influencing packaged baby food choice - Rank 1, March 2014
  • Figure 67: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular factors influencing packaged baby food choice - Rank 1, March 2014
  • Figure 68: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular factors influencing packaged baby food choice - Rank 2, March 2014
  • Figure 69: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular factors influencing packaged baby food choice - Rank 2, March 2014
  • Figure 70: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular factors influencing packaged baby food choice - Rank 3, March 2014
  • Figure 71: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular factors influencing packaged baby food choice - Rank 3, March 2014
  • Figure 72: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular interest in benefits from packaged baby food, March 2014
  • Figure 73: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular interest in benefits from packaged baby food, March 2014
  • Figure 74: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular attitudes towards baby food - Any agree, March 2014
  • Figure 75: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular attitudes towards baby food - Any agree, March 2014
  • Figure 76: Baby food usage (including packaged and homemade baby food) in the last three months, by other attitudes towards baby food - Any agree, March 2014
  • Repertoire analysis
    • Figure 77: Repertoire of baby food usage of packaged food in the last three months, March 2014
    • Figure 78: Repertoire of baby food usage of packaged food in the last three months, by demographics, March 2014
    • Figure 79: Baby food usage (including packaged and homemade baby food) in the last three months, by repertoire of baby food usage of packaged food in the last three months, March 2014

19. Appendix - The Consumer - Frequency of Eating Baby Food

  • Figure 80: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, March 2014
  • Figure 81: Frequency of eating baby formula milk powder (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 82: Frequency of eating packaged baby meals (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 83: Frequency of eating packaged baby meat/fish food (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 84: Frequency of eating packaged baby vegetable and fruit (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 85: Frequency of eating packaged baby juice (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 86: Frequency of eating packaged baby dairy drinks (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 87: Frequency of eating baby snacks (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 88: Frequency of eating baby health supplements (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 89: Frequency of drinking breast milk (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 90: Frequency of eating homemade meals (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 91: Frequency of eating homemade meat/fish food (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 92: Frequency of eating homemade vegetarian food (including packaged and homemade baby food) in the last three months, by demographics, March 2014
  • Figure 93: Frequency of eating homemade fruit purée or fruit juice (including packaged and homemade baby food) in the last three months, by demographics, March 2014

20. Appendix - The Consumer - Reasons for Not Using Packaged Baby Food

  • Figure 94: Reasons for not using packaged baby food in the last three months, March 2014
  • Figure 95: Most popular reasons for not using packaged baby meals in the last three months, by demographics, March 2014
  • Figure 96: Next most popular reasons for not using packaged baby meals in the last three months, by demographics, March 2014
  • Figure 97: Most popular reasons for not using packaged baby meat/fish food in the last three months, by demographics, March 2014
  • Figure 98: Next most popular reasons for not using packaged baby meat/fish food in the last three months, by demographics, March 2014
  • Figure 99: Most popular reasons for not using packaged baby vegetable and fruit in the last three months, by demographics, March 2014
  • Figure 100: Next most popular reasons for not using packaged baby vegetable and fruit in the last three months, by demographics, March 2014
  • Figure 101: Most popular reasons for not using packaged baby juice and dairy drinks in the last three months, by demographics, March 2014
  • Figure 102: Next most popular reasons for not using packaged baby juice and dairy drinks in the last three months, by demographics, March 2014
  • Figure 103: Most popular reasons for not using baby snacks in the last three months, by demographics, March 2014
  • Figure 104: Next most popular reasons for not using baby snacks in the last three months, by demographics, March 2014
  • Figure 105: Most popular reasons for not using baby health supplements in the last three months, by demographics, March 2014
  • Figure 106: Next most popular reasons for not using baby health supplements in the last three months, by demographics, March 2014

21. Appendix - The Consumer - Factors Influencing Packaged Baby Food Choice

  • Figure 107: Factors influencing packaged baby food choice, March 2014
  • Figure 108: Most popular factors influencing packaged baby food choice - Rank 1, by demographics, March 2014
  • Figure 109: Next most popular factors influencing packaged baby food choice - Rank 1, by demographics, March 2014
  • Figure 110: Other factors influencing packaged baby food choice - Rank 1, by demographics, March 2014
  • Figure 111: Most popular factors influencing packaged baby food choice - Rank 2, by demographics, March 2014
  • Figure 112: Next most popular factors influencing packaged baby food choice - Rank 2, by demographics, March 2014
  • Figure 113: Other factors influencing packaged baby food choice - Rank 2, by demographics, March 2014
  • Figure 114: Most popular factors influencing packaged baby food choice - Rank 3, by demographics, March 2014
  • Figure 115: Next most popular factors influencing packaged baby food choice - Rank 3, by demographics, March 2014
  • Figure 116: Other factors influencing packaged baby food choice - Rank 3, by demographics, March 2014

22. Appendix - The Consumer - Interest in Benefits from Packaged Baby Food

  • Figure 117: Interest in benefits from packaged baby food, March 2014
  • Figure 118: Most popular interest in benefits from packaged baby food, by demographics, March 2014
  • Figure 119: Next most popular interest in benefits from packaged baby food, by demographics, March 2014

23. Appendix - The Consumer - Attitudes Towards Baby Food

  • Figure 120: Attitudes towards baby food, March 2014
  • Figure 121: Agreement with the statement ‘It's worth paying more for organic baby foods', by demographics, March 2014
  • Figure 122: Agreement with the statement ‘It's worth paying more for imported baby foods', by demographics, March 2014
  • Figure 123: Agreement with the statement ‘China's baby food brands are just as reliable as international brands', by demographics, March 2014
  • Figure 124: Agreement with the statement ‘It is worth trying different brands of baby food before finding the best one for my baby', by demographics, March 2014
  • Figure 125: Agreement with the statement ‘It is safer to feed babies with different food products from the same brand', by demographics, March 2014
  • Figure 126: Agreement with the statement ‘Baby food brands offering loyalty/membership schemes are more reliable', by demographics, March 2014
  • Figure 127: Agreement with the statement ‘I worry about my child's health and nutrition status', by demographics, March 2014
  • Figure 128: Agreement with the statement ‘It's important that women take health supplements during pregnancy', by demographics, March 2014
  • Figure 129: Agreement with the statement ‘Baby health supplements can provide the nutrition which they can't get from their everyday diet', by demographics, March 2014
  • Figure 130: Agreement with the statement ‘Baby formula milk powder is more nutritious than cow's milk', by demographics, March 2014
  • Figure 131: Agreement with the statement ‘It is worth paying for professional baby-feeding guidance from nutritionists that are not associated to the brands', by demographics, March 2014
  • Figure 132: Agreement with the statement ‘Recommendations about baby food from doctors are reliable', by demographics, March 2014
  • Figure 133: Agreement with the statement ‘I am not convinced of the baby food product reviews on media', by demographics, March 2014

24. Appendix - The Consumer - Attitudes Towards Baby Food Purchase, Behaviour and Usage

  • Figure 134: Baby food purchase, behaviour and usage. March 2014
  • Figure 135: Most popular baby food purchase, behaviour and usage, by demographics, March 2014
  • Figure 136: Next most popular baby food purchase, behaviour and usage, by demographics, March 2014
  • Figure 137: Other baby food purchase, behaviour and usage, by demographics, March 2014

25. Appendix - The Consumer - Target Groups

  • Figure 138: Target groups, March 2014
  • Figure 139: Target groups, by demographics, March 2014
  • Figure 140: Baby food usage (including packaged and homemade baby food) in the last three months, by target groups, March 2014
  • Figure 141: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, by target groups, March 2014
  • Figure 142: Baby Food purchase, behaviour and usage, by target groups, March 2014
  • Figure 143: Interest in benefits from packaged baby food, by target groups, March 2014
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