市場調査レポート

中国における消費者の外食行動

Consumers' Eating Out Habits - China - February 2015

発行 Mintel China 商品コード 335217
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国における消費者の外食行動 Consumers' Eating Out Habits - China - February 2015
出版日: 2015年02月28日 ページ情報: 英文
概要

外食は中国消費者にとって高級な味を楽しむために重要なライフルタイルの一部となっています。健康と味のバランスの良い食事を提供することがフードサービス企業の重要課題となっております。

当レポートでは、中国の消費者の外食行動について調査分析を行い、市場概要、市場動向、消費者動向などについて考察しています。

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 課題と考察

  • 外食経験の流行
  • 冒険的な行動と店のお勧めを信頼する行動
  • 健康的な食事は我慢なのかスタイリッシュなのか
  • 中国の外食者が朝食、昼食、夕食の間に求めているものは?

第4章 動向

第5章 革新企業

第6章 消費者:概要

第7章 消費者:性別と年齢

第8章 消費者:収入

第9章 消費者:結婚、子ども

第10章 消費者:都市ランク

第11章 消費者:対応分析

第12章 付録:消費者:外食場所

第13章 付録:消費者:外食の頻度

第14章 付録:消費者:外食の機会

第15章 付録:消費者:注文する食べ物の決定

第16章 付録:消費者:様々な食事の機会

第17章 付録:消費者:外食に対する考え方

目次

"Dining out is an essential lifestyle-driven activity nowadays to feed the upscale taste of Chinese consumers, which means the consideration of balancing healthful and flavourful should be placed at the centre of foodservice operators' agenda .

Mintel's research makes it increasingly clear that claims of nutritional benefits, locally sourced, seasonal and imported ingredients are all the ways which are contributing to profoundly transform the eating out preference and habits in modern China."

- Esther Lau , Research Analyst

This report covers the following areas:

  • A new burst of dining experience
  • Adventurous behaviour vs heavy reliance on in-store recommendations
  • Eating healthily is suffering or being stylish?
  • What are Chinese diners looking for between breakfast, lunch and dinner?

Menu diversity should be the core agenda for foodservice operators who are determined to be stand out from the crowd in the Chinese market, and it is imperative that they attract either the adventurous foodies or family diners.

Table of Contents

1. Introduction

  • Definition
  • Methodology

2. Executive Summary

  • The consumer
  • Fast food chains still take the lead
    • Figure 1: Eating out at Chinese and foreign-style restaurants, November 2014
  • Eat in vs takeaway vs home delivery
    • Figure 2: Frequency of eat in, takeaway and home delivery, November 2014
  • Lunch and breakfast for workdays, dinner for weekends
    • Figure 3: Eating out occasions during workdays and weekends, November 2014
  • Factors influencing dish choices - Health benefit
    • Figure 4: Factors influencing dish choices when eating out, November 2014
  • Diverse preference for the four main daily meals
    • Figure 5: Attitudes towards different meal occasions, November 2014
  • What we think

3. Issues and Insights

  • A new burst of dining experience
  • The facts
  • The implications
  • Adventurous behaviour vs heavy reliance on in-store recommendations
  • The facts
  • The implications
  • Eating healthily is suffering or being stylish?
  • The facts
  • The implications
  • What are Chinese diners looking for between breakfast, lunch and dinner?
  • The facts
  • The implication

4. Trend Application

  • Trend: Life Hacking
  • Trend: Experience is All
  • Trend: Guiding Choice

5. Who's Innovating?

  • Key points
  • Delivering "pre-cooked" dishes and highly customised meals to your desk
  • More food pairing with alcohol
  • Taste of the originality - Integrating with sustainable lifestyle

6. The Consumer - Overview

  • Key points
  • Fast food chains still take the lead
    • Figure 6: Eating out at Chinese and foreign-style restaurants, November 2014
  • Eat in vs takeaway vs home delivery
    • Figure 7: Frequency of eat in, takeaway and order home delivery, November 2014
  • Lunch and breakfast for workdays, dinner for weekends
    • Figure 8: Eating out occasions during workdays and weekends, November 2014
  • Factors influencing dishes decision - Health benefits
    • Figure 9: Factors influencing dishes decision when eating out, November 2014
  • Diverse preference for the four main daily meals
    • Figure 10: Attitude towards different meal occasions, November 2014
  • Eating healthily is a fashion
    • Figure 11: Attitude towards eating out, November 2014

7. The Consumer - Gender and Age

  • Key points
  • Chinese-style specialist and generalist restaurants gain greater traction among those aged 40+
    • Figure 12: Other eating out at Chinese and foreign-style restaurants, by gender and age, November 2014
  • Younger generation prefer Western fast food chains and speciality restaurants
    • Figure 13: Most popular eating out at Chinese and foreign-style restaurants, by gender and age, November 2014
  • Self-service and hotpot restaurants appeals to younger female diners
    • Figure 14: Next most popular eating out at Chinese and foreign-style restaurants, by gender and age, November 2014
  • Diners in their 20s eat in at restaurants and use takeaway services more often
    • Figure 15: Frequency of eat in, by gender and age, November 2014
  • Females in their 40s is the rising group for takeaway service, home delivery service is not popular among men in their 20s and 30s
    • Figure 16: Frequency of take away, by gender and age, November 2014
    • Figure 17: Frequency of home delivery, by gender and age, November 2014
  • During workdays - Younger diners fancy dinner and breakfast occasion
    • Figure 18: Most popular eating out occasions during workdays, by gender and age, November 2014
    • Figure 19: Most popular eating out occasions during workdays, by gender and age, November 2014
  • During workdays - Younger diners seek entertainment with partners and to treat themselves
    • Figure 20: Most popular eating out occasions during workdays, by gender and age, November 2014
  • During weekends - Younger females are adventurous foodies
    • Figure 21: Most popular eating out occasions during workdays, by gender and age, November 2014
  • Women in their 40s have a high request for specific health benefits and men are looking for recommendations
    • Figure 22: Most popular factors influencing dishes decision when eating out, by gender and age, November 2014
  • Healthy, homemade and quick are the key words for breakfast and lunch
    • Figure 23: Most popular attitude towards different meal occasions - Breakfast, by gender and age, November 2014
    • Figure 24: Most popular attitude towards different meal occasions - Lunch, by gender and age, November 2014
  • Smaller the better and healthier?
    • Figure 25: Most popular attitude towards different meal occasions - Dinner, by gender and age, November 2014

8. The Consumer - Income

  • Key points
  • Interest in eating out rises with income level?
    • Figure 26: Most popular eating out at Chinese and foreign-style restaurants, by monthly personal income, November 2014
  • Higher income groups prefer café, ethnic specialist and generalist restaurants
    • Figure 27: Most popular eating out at Chinese and foreign-style restaurants, by monthly personal income, November 2014
  • Customised takeaway service appeals to high earners
    • Figure 28: Frequency of takeaway, by monthly personal incomes, November 2014
  • During workdays - Low earners are looking for practical usage while mid to high earners are seeking relaxation and enjoyment
    • Figure 29: Most popular eating out occasions during workdays, by monthly personal income, November 2014
    • Figure 30: Most popular eating out occasions during workdays, by monthly personal incomes, November 2014
  • Lower earners rely heavily on in-store recommendation
    • Figure 31: Most popular factors influencing dishes decision when eating out, by monthly household income, November 2014
  • Mid-range earners are dynamic and adventurous
    • Figure 32: Other attitude towards eating out, by monthly household income, November 2014
  • Breakfast is a more sophisticated than lunch?
    • Figure 33: Most popular attitude towards different meal occasions - Breakfast, by monthly personal income, November 2014

9. The Consumer - Marital Status and Children in the Household

  • Key points
  • Fast food outlets are a place for family dining
    • Figure 34: Most popular eating out at Chinese and foreign-style restaurants, by marital status and children in household, November 2014
  • Single consumers love self-service buffet and hot pot restaurants
    • Figure 35: Most popular eating out at Chinese and Foreign-style restaurants, by marital status, November 2014
  • During workdays - Married diners with children for business occasions, single consumers desire dinner and quick meals more
    • Figure 36: Most popular eating out occasions during workdays, by marital status and children in household, November 2014
  • During weekend - Single diners crave adventurous food more
    • Figure 37: Most popular eating out occasions during workdays, by marital status, November 2014
  • Married consumers are more health-conscious, single consumers are looking for high personalisation
    • Figure 38: Other factors influencing dishes decision when eating out, by marital status, November 2014
    • Figure 39: Most popular attitude towards eating out, by marital status and children in household, November 2014
  • The convenience factor for single diners
    • Figure 40: Other attitude towards different meal occasions , by marital status and children in household, November 2014

10. The Consumer - City Tier

  • Key points
  • Chinese-style restaurants are maturing in tier one cities?
    • Figure 41: Most popular eating out at Chinese and foreign-style restaurants, by city tier, November 2014
    • Figure 42: Most popular eating out at Chinese and foreign-style restaurants, by city tier, November 2014
  • Lower tier diners fancy specialist restaurants and self-service buffet
    • Figure 43: Most popular eating out at Chinese and foreign-style restaurants, by city tier, November 2014
  • Sophisticated tier one citizens are more digital savvy and believe celebrity endorsement is creditable, lower tier diners trust in-store recommendation
    • Figure 44: Most popular factors influencing dishes decision when eating out, by city tier, November 2014
  • Lifestyle-driven for tier one diners to raise afternoon tea awareness
    • Figure 45: Next most popular attitude towards different meal occasions - Afternoon tea, by city tier, November 2014

11. The Consumer - Correspondence Analysis

  • Key Points
  • Methodology
  • Consumers looking for more out of lunch than any other meal
    • Figure 46: Attitude towards different meal occasions, November 2014
    • Figure 47: Attitude towards different meal occasions, November 2014

12. Appendix - The Consumer - Eating Out Venues

  • Figure 48: Eating out at Chinese and foreign-style restaurants, November 2014
  • Figure 49: Most popular eating out at Chinese and foreign-style restaurants, by demographics, November 2014
  • Figure 50: Next most popular eating out at Chinese and foreign-style restaurants, by demographics, November 2014
  • Figure 51: Other eating out at Chinese and foreign-style restaurants, by demographics, November 2014
  • Figure 52: Frequency of eat in, take away and order home delivery, by most popular eating out at Chinese and Foreign-style restaurants, November 2014
  • Figure 53: Frequency of eat in, take away and order home delivery, by next most popular eating out at Chinese and Foreign-style restaurants, November 2014
  • Figure 54: Eating out occasions during workdays and weekends, by most popular eating out at Chinese and Foreign-style restaurants, November 2014
  • Figure 55: Eating out occasions during workdays and weekends, by next most popular eating out at Chinese and Foreign-style restaurants, November 2014
  • Figure 56: Factors influencing dishes decision when eating out, by most popular eating out at Chinese and Foreign-style restaurants, November 2014
  • Figure 57: Factors influencing dishes decision when eating out, by next most popular eating out at Chinese and Foreign-style restaurants, November 2014

13. Appendix - The Consumer - Eating Out Frequency

  • Figure 58: Frequency of eat in, take away and order home delivery, November 2014
  • Figure 59: Frequency of eat in, by demographics, November 2014
  • Figure 60: Frequency of take away, by demographics, November 2014
  • Figure 61: Frequency of home delivery, by demographics, November 2014

14. Appendix - The Consumer - Eating Out Occasions

  • Figure 62: Eating out occasions during workdays and weekends, November 2014
  • Figure 63: Most popular eating out occasions during workdays, by demographics, November 2014
  • Figure 64: Next most popular eating out occasions during workdays, by demographics, November 2014
  • Figure 65: Most popular eating out occasions during weekends, by demographics, November 2014
  • Figure 66: Next most popular eating out occasions during weekends, by demographics, November 2014

15. Appendix - The Consumer - Ordering Food Decisions

  • Figure 67: Factors influencing dishes decision when eating out, November 2014
  • Figure 68: Most popular factors influencing dishes decision when eating out, by demographics, November 2014
  • Figure 69: Next most popular factors influencing dishes decision when eating out, by demographics, November 2014
  • Figure 70: Other factors influencing dishes decision when eating out, by demographics, November 2014

16. Appendix - The Consumer - Different Meal Occasions

  • Figure 71: Attitude towards different meal occasions, November 2014
  • Figure 72: Most popular attitude towards different meal occasions - Breakfast, by demographics, November 2014
  • Figure 73: Next most popular attitude towards different meal occasions - Breakfast, by demographics, November 2014
  • Figure 74: Other attitude towards different meal occasions - Breakfast, by demographics, November 2014
  • Figure 75: Most popular attitude towards different meal occasions - Lunch, by demographics, November 2014
  • Figure 76: Next most popular attitude towards different meal occasions - Lunch, by demographics, November 2014
  • Figure 77: Other attitude towards different meal occasions - Lunch, by demographics, November 2014
  • Figure 78: Most popular attitude towards different meal occasions - Afternoon tea, by demographics, November 2014
  • Figure 79: Next most popular attitude towards different meal occasions - Afternoon tea, by demographics, November 2014
  • Figure 80: Other attitude towards different meal occasions - Afternoon tea, by demographics, November 2014
  • Figure 81: Most popular attitude towards different meal occasions - Dinner, by demographics, November 2014
  • Figure 82: Next most popular attitude towards different meal occasions - Dinner, by demographics, November 2014
  • Figure 83: Other attitude towards different meal occasions - Dinner, by demographics, November 2014

17. Appendix - The Consumer - Attitude towards Eating Out

  • Figure 84: Attitude towards eating out, November 2014
  • Figure 85: Most popular attitude towards eating out, by demographics, November 2014
  • Figure 86: Next most popular attitude towards eating out, by demographics, November 2014
  • Figure 87: Other attitude towards eating out, by demographics, November 2014
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