市場調査レポート

中国のオーガニック食品志向

Organic Food Preferences - China - March 2015

発行 Mintel China 商品コード 335218
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国のオーガニック食品志向 Organic Food Preferences - China - March 2015
出版日: 2015年03月31日 ページ情報: 英文
概要

中国のオーガニック食品市場はまだ小さいものの、近年人々の健康志向の高まりにより急速に発展する見込みとなっております。ただしオーガニック商品は高価すぎることが現在の課題であり、オーガニックフードブランドは正当な価格設定をし消費者にオーガニック食品の良さをより理解してもらうよう努める必要があります。

当レポートでは、中国のオーガニック食品市場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

  • 子どものいる家族がオーガニック食品の優先的なマーケティングターゲット
  • オーガニック食品は価格を抑える必要がある
  • オーガニック食品は「安全な選択」というだけではいけない
  • 消費者により良くオーガニック食品を理解してもらう

第4章 動向

第5章 中国のオーガニック食品市場の概要

  • 要点
  • 中国のオーガニック食品の管理と認証
  • 市場は創生期だが成長速度は速い
  • 市場促進因子と今後の機会
  • 健康的な食品の需要の高さが市場成長を促進
  • 店舗での取り扱いが増えればさらに成長は加速できる
  • 新商品を発売することが市場促進因子になる
  • 主な抑制因子
  • オーガニック食品の高価格設定を是正する必要
  • 非オーガニック食品の安全表示がオーガニック食品の利点を弱める

第6章 消費者:食品購入の際の安全性の確認

第7章 消費者:消費者がオーガニック商品を購入するカテゴリー

第8章 消費者:オーガニック食品購入の主な抑制因子

第9章 消費者:オーガニック食品の最も魅力的な点

第10章 消費者:購入のきっかけ

第11章 消費者:購入チャネル

第12章 消費者:オーガニック食品に対する様々な考え方

目次

"The organic food market in China is tiny; yet it is also developing quickly thanks to the growing consumer interest in this sector driven by an increasing level of attention that people pay towards health and wellbeing .

However, the excessively high price of organic food is an ongoing problem. There is a general perception that organic food is overpriced, which gives rise to scepticism over the tangible benefits that it is able to offer to consumers. For organic food brands, justifying price points and helping consumers to better understand the benefits of eating organic food will be key to driving the growth of the market in the future.

Within this report Mintel investigates consumers' purchase behaviour of organic food (eg, what types of organic food consumers normally buy; where consumers are buying organic foods, etc) as well as their general attitudes towards organic foods (eg, what are the drivers and barriers). The report also investigates the different types of safety checks consumers do before making a food purchase."

- Laurel Gu , Senior Research Analyst

In this report, we look into the following questions:

  • What types of safety checks do consumers do before buying a food product?
  • In which categories are people buying organic food and how frequently do they buy organic food?
  • What are the main barriers against buying organic food?
  • What are the most attractive features of organic food ?
  • What are the most effective triggers to encourage consumers to buy organic food?
  • Where do consumers normally buy organic food?
  • What are consumers' attitudes towards organic food ?

This is a good time for the organic food industry as safety is a driving factor for purchasing in the majority of food and beverage categories, while consumers are increasingly aware of the need for making healthy choices - especially for their children .

However, consumer scepticism about high prices and a lack of profundity in their understanding about the benefits of eating organic food remain as key issues for organic food brands to address in their communications in order to further drive the sector growth. Meanwhile organic food brands need to react to the competition from the rise of non-organic food featuring safety claims, by developing new and attractive selling points .

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • Consumers
  • What types of safety checks do consumers do before buying a food product?
    • Figure 1: Safety checks before food purchasing, December 2014
  • In which categories are people buying organic food and how frequently do they buy organic food?
    • Figure 2: Proportion of consumers who claim to have purchased organic food in the past 3 months, December 2014
  • What are the main barriers stopping consumers from buying organic food?
    • Figure 3: Main barriers against buying organic food, December 2014
  • What are the most attractive features of organic food?
    • Figure 4: Most attractive features of organic food, China, December 2014
  • What are the most effective triggers that encourage consumers to buy organic food?
    • Figure 5: Organic food purchase triggers, China, December 2014
  • Where do consumers normally buy organic food?
    • Figure 6: Organic food purchasing channels, China, December 2014
  • Differences in consumers' attitudes towards organic food
    • Figure 7: Consumer segmentation based on their attitude towards organic food, December 2014
  • Key issues
  • Families with children should be a priority for marketing organic food
    • Figure 8: Agreement to attitude statements, by household composition - having children or not, December 2014
  • Organic food needs to rationalise its high price
  • Organic food should not stay simply as a 'safe choice'
  • Helping consumers understand organic food better
  • What we think

3. Issues and Insights

  • Families with children should be a priority for marketing organic food
  • The facts
  • The implications
    • Figure 9: Example of organic food packages designed for children in different age groups, China, 2014
  • Organic food needs to rationalise its high price
  • The facts
  • The implications
    • Figure 10: Example of price justifications given by a baby food brand, China, 2014
  • Organic food should not stay simply as a "safe choice"
  • The facts
  • The implications
  • Helping consumers understand organic food better
  • The facts
  • The implications

4. Trend Application

  • Hungry Planet
  • Prove It
  • Extend my brand

5. Overview of the Organic Food Market in China

  • Key points
  • Management and certification of organic food in China
    • Figure 11: Organic food certification label for Das Organic Peanut Oil, China, 2014
  • The market is at an infant stage but is growing fast
  • Market Drivers and Future Opportunities
  • A strong consumer demand for healthy food drives market growth
    • Figure 12: Top 2 factors influencing consumers purchase decisions, by categories, 2013-14, China
  • Growth can be further accelerated by increasing in-store visibility
    • Figure 13: Share of food and drink launches with an organic claim in total food and drink launches, China, UK, Germany, USA, 2010-14
    • Figure 14: Example of a supermarket shelf where organic products (highlighted in green box) are sold together with non-organic products, Shanghai, China, 2014
    • Figure 15: Example of an organic food section in Yong Hui supermarket, Shanghai, China, 2014
  • More new product launches is also a potential market driver
    • Figure 16: Category share out of all food and drink launches with an organic claim, by category, China, 2010 - 2014
  • Main Barriers
  • Luxury pricing of organic food needs to be justified
    • Figure 17: Example of organic and non-organic vegetables section in Lian Hua supermarket, Shanghai, China, 2014
  • Non-organic food with safety claims undermines the advantage of organic foods
    • Figure 18: Share of different types of safety claims in total food and drink launches, China, 2010-14

6. The Consumer - Safety Checks for Buying Food

  • Key points
  • Checking product details gives better safety reassurances than certification labels
    • Figure 19: Safety checks before food purchasing, December 2014
  • Organic food will become more popular as education level increases
    • Figure 20: Safety checks before food purchasing, by education level, December 2014
  • Over-30s and parents are more attentive to details
    • Figure 21: Safety checks before food purchasing, by age, December 2014
    • Figure 22: Safety checks before food purchasing, by whether or not having child(ren) in the household, December 2014
  • Male consumers are becoming more cautious when shopping for foods
    • Figure 23: Safety checks before food purchasing, by gender, December 2014
    • Figure 24: Example of organic food featuring education messages on-pack, China, 2014

7. The Consumer - Categories that Consumers Tend to Buy Organic

  • Key points
  • Self-claimed purchase of organic food is high
    • Figure 25: Proportion of consumers who claim to have purchased organic food in the past 3 months, December 2014
  • Strong concept appeal does not guarantee a habitual usage
    • Figure 26: Average penetration of organic food and average loyalty index, by demographics, December 2014
  • Education is key to fostering loyalty to organic food
    • Figure 27: Percentage of consumer who claim that the majority of food purchased in the past 3 months is organic, by education level, December 2014
  • Consumers in tier two and three cities are yet to be educated about organic food
    • Figure 28: Percentage of consumer having mostly bought organic food and not sure whether they have bought organic food or not in the past 3 months, by city tier, December 2014

8. The Consumer - Main Barriers Against Buying Organic Food

  • Key points
  • High price is the top concern
    • Figure 29: Main barriers against buying organic food, December 2014
  • Low accessibility and lack of varieties are also major barriers
    • Figure 30: Main barriers against buying organic food, by city, December 2014
  • Young consumers and those in lower tier cities are lacking in knowledge about organic food
    • Figure 31: Main barriers against buying organic food - I have little knowledge about organic food, by age and city tier, December 2014
  • Organic food also needs to deliver a good taste
    • Figure 32: Main barriers against buying organic food - Organic food doesn't taste as good as regular food, by user type, December 2014

9. The Consumer - Most Attractive Features of Organic Food

  • Key points
  • Most people buy organic food for safety assurance
    • Figure 33: Most attractive features of organic food, China, December 2014
  • Ethical marketing can also drive purchases of organic food
  • Males attach stronger importance to certification assurances
    • Figure 34: Selected most attractive features of organic food, by gender, China, December 2014
  • Organic food should not forget to highlight its nutritional values

10. The Consumer - Purchase Triggers

  • Key points
  • Different ways to motivate consumers to try organic food
    • Figure 35: Organic food purchase triggers, China, December 2014
  • Young (20-24) consumers can be driven by the new concept of 'organic lifestyle'
    • Figure 36: Organic food purchase triggers - due to special offers/curiosity, by age, China, December 2014
  • Organic food can fit into gifting occasions
    • Figure 37: proportion of organic food buyers who have bought as a gift, by demographics, China, December 2014

11. The Consumer - Purchase Channels

  • Key points
  • The majority buy organic food in super and hypermarkets
    • Figure 38: Organic food purchasing channels, China, December 2014
  • High-end consumers seek organic food in emerging channels
    • Figure 39: Organic food purchasing channels, by income and educational level, China, December 2014
    • Figure 40: Example of a specialised organic food store, Shanghai, China, December 2014

12. The Consumer - Different Attitudes towards Organic Food

  • Key points
  • Three types of consumers
    • Figure 41: Consumers segmentation based on their attitude towards organic food, December 2014
    • Figure 42: Consumer attitudes towards organic food - % of "agree strongly" or "agree somewhat", by psychographic group, December 2014
  • The Fans
    • Figure 43: Demographic features of "Fans", by psychographic group, December 2014
    • Figure 44: Food purchase habits of "Fans", by psychographic group, December 2014
  • The Tempted-to-try
    • Figure 45: Demographic features of "The Tempted-to-try", by psychographic group, December 2014
    • Figure 46: Food safety checks, by psychographic group, December 2014
    • Figure 47: Main barriers and triggers for "The Tempted-to-try" to buy organic food, by psychographic group, December 2014
  • The Indifferent
    • Figure 48: Most attractive features, triggers and main barriers for "The Indifferent" to buy organic food, by psychographic group, December 2014
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