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中国のチョコレート菓子市場

Chocolate - China - May 2015

発行 Mintel China 商品コード 259140
出版日 ページ情報 英文
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中国のチョコレート菓子市場 Chocolate - China - May 2015
出版日: 2015年05月30日 ページ情報: 英文
概要

消費者は新しい、高級感のある味覚(フレーバー)のチョコレートを求めており、また健康促進機能のあるチョコレートにはより多くのお金を費やしても良いと考えています。そのため、商品開発が今後のビジネス成長のかぎとなっています。一方、メーカー側の経営的観点から見れば、季節感にあった味覚やパッケージを発売することで、消費者の期待感を維持して、新規顧客を獲得することができます。

当レポートでは、中国のチョコレート菓子製品市場の現状と見通しについて分析し、市場の課題、将来の市場予測、消費者の購買・消費パターン、新製品開発の動向と消費者のニーズ、消費者態度、今後の有望な市場機会などの情報をまとめてお届けいたします。

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 課題と考察

  • 機能的な利点:新たな価値命題
  • 季節商品/限定版:今後着手すべき未開拓分野
  • 嗜好性チョコレート:風味の探求

第4章 トレンドの活用

  • トレンド:自社ブランドの拡張、検証、市場の獲得

第5章 市場規模とその予測

  • 要点
  • 中国のチョコレート市場は、数量面でも金額面でも安定的に成長
  • 消費量の更なる拡大の余地
  • 継続的な市場成長の見通し

第6章 市場構造

  • 要点
  • タブレット型チョコレート市場の成熟化
  • タブレット型以外のチョコレート市場の大幅成長の可能性

第7章 市場シェア

  • 要点
  • 外資系ブランドが中国のチョコレート市場を独占
  • 国内系チョコレート企業の商品更新の機会

第8章 商品開発の動き

  • 要点
  • シリアル入りチョコレート菓子の登場と人気拡大
  • 「マイナス」(〜は入っていません)アピール:食の安全性に対する消費者の要望への対応
  • ニッチなチョコブランド:オンライン販売での「お値打ち感」の提供

第9章 主要企業・ブランド

  • Mars, Incorporated
  • Dove
  • Snickers
  • M&M's
  • Crispy
  • Ferrero S.p.A.
  • Ferrero
  • Kinder
  • The Hershey Company
  • Yildiz Holding (Godiva Chocolatier, Inc.)
  • COFCO Group

第10章 消費者:チョコレート消費頻度

  • 要点
  • チョコレートの消費機会は、家庭用食品・飲料のあらゆるカテゴリーに広がる
  • 所得拡大と共にチョコレート消費頻度も増大
  • 子供のいる家庭向け商品の市場機会
  • 男性のチョコレート消費の促進機会
  • 高齢者のチョコレート消費の促進機会

第11章 消費者:人気の高いチョコレート・ブランド

  • 要点
  • Doveが人気最上位を獲得し、Ferreroがそれに続く
  • 消費者の様々なニーズに応える上位ブランド

第12章 消費者:最も好まれている種類のチョコレート

  • 要点
  • 個別に包装されたチョコレートやタブレット/ブロックが、人気の高い商品形態である
  • フレーバー入りチョコもダークチョコレートも、消費者から同程度の強い関心を惹き付けている
  • コーティングつき/液状物質入りチョコレート:高所得消費者の開拓の可能性

第13章 消費者:チョコレート菓子の購入理由

  • 要点
  • 日常的な間食として買われているチョコレート
  • 贈答品やお祝い用として人気の高いチョコレート菓子
  • 各ブランドにとっての市場機会:嗜好性商品としての購入機会

第14章 消費者:自家消費用チョコレートの購入時に重視する主な要素

  • 要点
  • 味覚が最大の購入促進要因で、天然成分・ブランド価値がそれに続く
  • 天然成分・ブランド価値:安全性の強力な保証手段
  • 男性消費者は価格により敏感である
  • 若年層は味覚に最大の価値を置く
  • 高所得者はアソートチョコを好み、成分の品質を重視する

第15章 消費者:贈答用チョコレートの購入時に重視する主な要素

  • 要点
  • 贈答品としてのチョコレートの考慮事項は、時期により異なる
  • 若年層が仲間むけに贈答用チョコレートを購入する際は、ブランドはあまり重視しない

第16章 消費者:チョコレートに対する考え方

  • 要点
  • 消費者は新しい味覚を経験したがっている
  • 「チョコレートによるコミュニケーション」には、味覚・嗜好性以上の価値がある
  • 「ムードを作り出す食品」としてのチョコレート
  • 健康食品としてのダークチョコレートの販売
  • 健康問題に対処するための小型パックの販売機会

第17章〜第24章 付録:関連データ・図表

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目次

"Product innovation is key to business growth, since consumers are open towards new and luxurious chocolate flavours and are willing to pay extra for chocolates with health-enhancing benefits. Meanwhile from an execution perspective, manufacturers could resort to launching seasonal flavours and packaging to both maintain consumer excitement and attract new users."

- Laurel Gu, Senior Research Analyst

This report looks at the following areas:

  • Functional benefits as a new value proposition
  • Seasonal chocolates/limited editions are white spaces to explore
  • Exploring indulgent chocolate flavours

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: China chocolate market, retail volume and value sales, 2009-14
    • Figure 2: Total China chocolate market retail sales, by volume, 2009-19
    • Figure 3: Total China chocolate market retail sales, by value, 2009-19
    • Figure 4: Volume share and value share of China retail chocolate market, by segment, 2013
  • Companies and brands
    • Figure 5: Leading companies' market shares in the China retail chocolate market, by value, 2012 and 2013
  • The consumer
  • Chocolate consumption beyond confectionery
    • Figure 6: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
  • Dove has a clear lead in consumer preference, followed by Ferrero and Hershey's
    • Figure 7: Favourite chocolate brand, April 2014
  • Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
    • Figure 8: Most interested chocolate format, April 2014
  • Flavoured and dark chocolate enjoy similarly strong consumer interest
    • Figure 9: Most interested chocolate flavours, April 2014
  • Chocolates are not only bought for snacking and gifting but also very often out of impulse
    • Figure 10: Reasons for buying chocolate confectionery, April 2014
  • Taste is the most important purchase driver, followed by natural ingredients and brand equity
    • Figure 11: Important factors in buying chocolate for self/family consumption, April 2014
  • The criteria of buying chocolates as a gift vary by occasions
    • Figure 12: Important factors in buying chocolate as a gift, April 2014
  • Consumers desire more indulgent taste experiences as well as functional benefits from eating chocolates
    • Figure 13: Attitudes towards chocolate, April 2014
  • Key issues
  • Functional benefits as a new value proposition
  • Seasonal chocolates/limited editions are white spaces to be exploited
  • Exploring indulgent chocolate flavours
  • What we think

3. Issues and Insights

  • Functional benefits as a new value proposition
  • The facts
  • The implications
    • Figure 14: Examples of chocolate with stress-releasing functions, Japan (2014) and US (2012)
    • Figure 15: Examples of chocolate with slimming functions, Brazil (2014) and Japan (2013)
    • Figure 16: Examples of chocolate with muscle-strengthening functions, Sweden (2014) and US (2011)
  • Seasonal chocolates/limited editions are white spaces to explore
  • The facts
  • The implications
    • Figure 17: Examples of limited edition of chocolates sold during festival seasons, Brazil (2014), UK (2013) and Belgium (2014)
    • Figure 18: Examples of limited edition of chocolates sold during festival seasons, Japan (2014), Brazil (2014), Canada (2011) and Japan (2014)
  • Exploring indulgent chocolate flavours
  • The facts
  • The implications
    • Figure 19: Example of chocolate with dessert flavours, Germany (2014), Japan (2013)
    • Figure 20: Examples of chocolate with nuts and fruits of higher nutritional value, Japan (2014), France (2014), Spain (2014) and Germany (2014)
    • Figure 21: Examples of chocolate of new textures, South Africa (2013), Greece (2014) and Spain (2014)

4. Trend Application

  • Trend: Extend My Brand
  • Trend: Prove It
  • Trend: Make It Mine

5. Market Size and Forecast

  • Key points
  • China's chocolate market is growing steadily in both volume consumption and value sales
    • Figure 22: China chocolate market, retail volume and value sales, 2009-19
  • There is scope for further growth in consumption
    • Figure 23: Chocolate consumption frequency, China (2014) and UK (2013)
    • Figure 24: Annual per capita volume consumption (gram), retail only, China, Japan and Korea, 2013
  • Growth is forecast to continue
    • Figure 25: China chocolate market retail sales, by volume, 2009-19
    • Figure 26: China chocolate market retail sales, by value, 2009-19

6. Market Segmentation

  • Key points
  • Tablet chocolate is a maturing market
    • Figure 27: Volume and value sales of China retail chocolate market, by segment, 2012-14
    • Figure 28: Value sales of chocolate tablets, China, 2009-19
  • Non-tablet chocolates exhibit strong growth potential
    • Figure 29: Share of new chocolate launches, by segment, China, 2009-13
    • Figure 30: Value sales of individually wrapped chocolates, China, 2009-19
    • Figure 31: Value sales of chocolate countlines, China, 2009-19
    • Figure 32: Examples of new chocolate launches in countlines format, China, 2013-14
    • Figure 33: Value sales of non-individually wrapped chocolates, China, 2009-19
    • Figure 34: Examples of new chocolate launches in non-individually wrapped format, China, 2013-14

7. Market Share

  • Key points
  • China chocolate market is dominated by international brands
    • Figure 35: Leading companies' market shares in the China retail chocolate market, by value, 2012 and 2013
  • Opportunity for domestic chocolate companies to upgrade

8. Who's Innovating?

  • Key points
  • Cereals emerge as a new popular ingredient to make chocolate confectionery
    • Figure 36: Share of new chocolate launches, by flavour, China, 2011-13
    • Figure 37: Example of new chocolate products with cereal flavours, China 2013-14
  • "Minus" claims to cater to consumers' desire for food safety assurances
    • Figure 38: Share of new chocolate launches, by claims, China, 2011-13
  • Niche chocolate brands offer better price value via selling online

9. Companies & Brands

  • Mars, Incorporated
    • Figure 39: Typical chocolate shelf shot in convenience stores, Shanghai, China, 2014
  • Dove
  • Snickers
  • M&M's
  • Crispy
  • Ferrero S.p.A.
  • Ferrero
  • Kinder
  • The Hershey Company
    • Figure 40: Hershey flagship store in Shanghai, China, 2014
  • Yildiz Holding (Godiva Chocolatier, Inc.)
  • COFCO Group

10. The Consumer - Frequency of Chocolate Consumption

  • Key points
  • Chocolate consumption spreads across a wide range of in-home food and beverages categories
    • Figure 41: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
    • Figure 42: Repertoire analysis on number of different types of chocolate food eaten in the past six months, by income, April 2014
  • Chocolate consumption frequency increases as people's income grow
    • Figure 43: Frequency of eating chocolate confectionery, by income, April 2014
  • Opportunity for targeting families with kids
    • Figure 44: Frequency of eating chocolate confectionery, by family composition, April 2014
  • Opportunity for boosting chocolate usage among males
    • Figure 45: Frequency of eating chocolate confectionery, by gender, April 2014
  • Opportunity for boosting chocolate usage amongst older consumers
    • Figure 46: Frequency of eating chocolate confectionery, by age, April 2014

11. The Consumer - Favourite Chocolate Brand

  • Key points
  • Dove has a clear lead in consumer preference, followed by Ferrero
    • Figure 47: Favourite chocolate brand, April 2014
    • Figure 48: City spread of consumers who named different brands being their favourite, top six mentioned brands, April 2014
  • Top brands target different consumer needs
    • Figure 49: Important factors in buying chocolate for self/family consumption, by consumers who are attracted by different brands, April 2014

12. The Consumer - Most Preferred Types of Chocolate

  • Key points
  • Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
    • Figure 50: Most interested chocolate format, by gender, April 2014
  • Flavoured and dark chocolate enjoy similarly strong consumer interest
    • Figure 51: Most interested chocolate flavours, by gender, April 2014
  • Chocolate with a coating or liquid fillings can target the high-income consumers
    • Figure 52: Most interested chocolate flavours, by income and age, April 2014
    • Figure 53: Example of chocolate products with coatings and fillings, Germany (2014), Italy (2014)

13. The Consumer - Reasons for Buying Chocolate Confectionery

  • Key points
  • Chocolates are commonly bought as an everyday snacking food
    • Figure 54: Reasons for buying chocolate confectionery, April 2014
    • Figure 55: Examples of new chocolate products launched in jumbo packs, China, 2013-14
  • Chocolate confectionery is popular for gifting and celebration occasions
  • Brands can capitalise on impulsive chocolate purchase opportunities

14. The Consumer - Important Factors in Buying Chocolate for Self/Family Consumption

  • Key points
  • Taste is the most important purchase driver, followed by natural ingredients and brand equity
    • Figure 56: Important factors in buying chocolate for self/family consumption, April 2014
  • Natural ingredients and a strong brand equity are important safety assurances
  • Male consumers are more price-sensitive
    • Figure 57: Importance of "good value for money" in buying chocolate for self/family consumption, by gender, April 2014
  • Young consumers attach greatest importance to taste
    • Figure 58: Important factors in buying chocolate for self/family consumption, by age, April 2014
  • High-income consumers like chocolate assortments and look at ingredient quality
    • Figure 59: Important factors in buying chocolate for self/family consumption, by income, April 2014

15. The Consumer - Important Factors in Buying Chocolate as a Gift

  • Key points
  • The consideration factors of buying chocolates as a gift vary by occasions
    • Figure 60: Important factors in buying chocolate as a gift, April 2014
  • Young consumers are less brand-driven when purchasing chocolates as a gift for their acquaintances
    • Figure 61: Important factors in buying chocolate as a gift, by age, April 2014

16. The Consumer - Attitudes towards Chocolate

  • Key points
  • Consumers look for new chocolate taste experiences
    • Figure 62: Attitudes towards chocolate innovations, April 2014
  • Chocolate communications can go beyond taste and indulgence
  • Chocolate as a "mood food"
    • Figure 63: Attitudes towards chocolate's functional benefits, April 2014
  • Marketing dark chocolate as a superfood
    • Figure 64: Attitudes towards chocolate's health benefits, April 2014
  • Opportunity for small size packs to relieve health concerns
    • Figure 65: Attitudes towards the amount of chocolate to take, April 2014

17. Appendix: Market Size and Forecast

  • Figure 66: China chocolate market, retail volume sales (000 tonnes), by segment, 2009-19
  • Figure 67: China chocolate market, retail value sales (RMB bn), by segment, 2009-19
  • Figure 68: Volume sales of chocolate tablets, China, 2009-19
  • Figure 69: Volume sales of individually wrapped chocolates, China, 2009-19
  • Figure 70: Volume sales of chocolate countlines, China, 2009-19
  • Figure 71: Volume sales of non-individually wrapped chocolates, China, 2009-19

18. Appendix - The Consumer - Frequency of Chocolate Consumption

  • Figure 72: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
  • Figure 73: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
  • Figure 74: Most popular frequency of eating chocolate confectionery, by demographics, April 2014
  • Figure 75: Next most popular frequency of eating chocolate confectionery, by demographics, April 2014

19. Appendix - The Consumer - Favourite Chocolate Brand

  • Figure 76: Favourite chocolate brand, April 2014
  • Figure 77: Most popular favourite chocolate brand, by demographics, April 2014
  • Figure 78: Next most popular favourite chocolate brand, by demographics, April 2014

20. Appendix - The Consumer - Most Preferred Types of Chocolate

  • Figure 79: Most interested chocolate format/flavour, April 2014
  • Figure 80: Most interested chocolate format, by demographics, April 2014
  • Figure 81: Most interested chocolate flavour, by demographics, April 2014

21. Appendix - The Consumer - Reasons for Buying Chocolate Confectionery

  • Figure 82: Reason for buying chocolate confectionery, April 2014
  • Figure 83: Most popular reason for buying chocolate confectionery, by demographics, April 2014
  • Figure 84: Next most popular reason for buying chocolate confectionery, by demographics, April 2014
  • Figure 85: Other reason for buying chocolate confectionery, by demographics, April 2014

22. Appendix - The Consumer - Important Factors in Buying Chocolate for Self/Family Consumption

  • Figure 86: Important factors in buying chocolate for self/family consumption, April 2014
  • Figure 87: Most important factors in buying chocolate for self/family consumption - Any, by demographics, April 2014
  • Figure 88: Next most important factors in buying chocolate for self/family consumption - Any, by demographics, April 2014
  • Figure 89: Other important factors in buying chocolate for self/family consumption - Any, by demographics, April 2014

23. Appendix - The Consumer - Important Factors in Buying Chocolate as a Gift

  • Figure 90: Important factors in buying chocolate as a gift, April 2014
  • Figure 91: Most important factors in buying chocolate as a gift - For family members, by demographics, April 2014
  • Figure 92: Next most important factors in buying chocolate as a gift - For family members, by demographics, April 2014
  • Figure 93: Other important factors in buying chocolate as a gift - For family members, by demographics, April 2014
  • Figure 94: Most important factors in buying chocolate as a gift - For friends and relatives, by demographics, April 2014
  • Figure 95: Next most important factors in buying chocolate as a gift - For friends and relatives, by demographics, April 2014
  • Figure 96: Other important factors in buying chocolate as a gift - For friends and relatives, by demographics, April 2014
  • Figure 97: Most important factors in buying chocolate as a gift - For business partners^, by demographics, April 2014
  • Figure 98: Next most important factors in buying chocolate as a gift - For business partners^, by demographics, April 2014
  • Figure 99: Other important factors in buying chocolate as a gift - For business partners^, by demographics, April 2014

24. Appendix - The Consumer - Attitudes towards Chocolate

  • Figure 100: Attitudes towards chocolate, April 2014
  • Figure 101: Agreement with the statement 'I worry about the health concerns from eating too much chocolate', by demographics, April 2014
  • Figure 102: Agreement with the statement 'Mini packs of chocolate are helpful in controlling calorie intake', by demographics, April 2014
  • Figure 103: Agreement with the statement 'Eating a small amount of chocolate every day is good for the health', by demographics, April 2014
  • Figure 104: Agreement with the statement 'It's worth paying more for chocolate with added health benefits', by demographics, April 2014
  • Figure 105: Agreement with the statement 'Dark chocolate is healthier than other types of chocolate', by demographics, April 2014
  • Figure 106: Agreement with the statement 'I would like to see more new chocolate flavours available', by demographics, April 2014
  • Figure 107: Agreement with the statement 'I am interested in trying different chocolate brands', by demographics, April 2014
  • Figure 108: Agreement with the statement 'Handmade chocolates in branded chocolate stores are worth paying more for', by demographics, April 2014
  • Figure 109: Agreement with the statement 'I am interested in trying bakery products/snacks/desserts from the chocolate brand I like', by demographics, April 2014
  • Figure 110: Agreement with the statement 'I would like to see more luxuriant chocolate flavours', by demographics, April 2014
  • Figure 111: Agreement with the statement 'Chocolate is good for lifting the mood', by demographics, April 2014
  • Figure 112: Agreement with the statement 'Eating chocolate is an effective way to relieve stress', by demographics, April 2014
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