市場調査レポート

中国のベーカリーハウス市場

Bakery Houses - China - August 2015

発行 Mintel China 商品コード 341616
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.75円で換算しております。
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中国のベーカリーハウス市場 Bakery Houses - China - August 2015
出版日: 2015年08月31日 ページ情報: 英文
概要

歴史的にベーカリー製品の世界では、商品は低価格であり、種類が少ないものとされてきました。これに対しベーカリー事業者各社は、特に軽食とドリンクメニューを対象として製品ラインを拡張し始め、この分野は軽い食事が中心であるとの意識への変革を試みました。職人技ベーカリーチェーンの出現とともに、より健康的かつプレミアム(高級)なベーカリー製品を求める嗜好が、ベーカリーハウス市場の堅調な成長と密接につながってきました。

当レポートでは、中国のベーカリーハウス市場について調査分析しており、市場の課題および考察、市場規模・予測、市場区分、市場シェア、技術革新、主要メーカーとブランドについて検証するほか、多様な消費者動向に関する分析をまとめています。

第1章 イントロダクション

  • 定義
  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

第3章 課題と考察

  • 利用しやすい洋風の食事へのゲートウェイ(入口)
  • 20代女性のアフタヌーンティーのプレミアム化
  • 裕福な家庭をターゲットとした朝食機会の多様化

第4章 市場規模・予測

  • 重要ポイント
  • プレミアムベーカリーチェーンの流れと活力に満ちた競合情勢
  • メニューの多様化により中国の食事におけるベーカリー商品の重要性が増す
  • 2020年にかけて持続的な成長
  • 市場
  • 市場予測手法

第5章 市場区分

  • 重要ポイント
  • ベーカリーハウスで販売される商品が急速に弾みを付けている

第6章 市場シェア

  • 重要ポイント
  • 極めて断片化された市場

第7章 誰が革新を進ませるのか

  • 重要ポイント
  • 新たなパートナーシップ
  • 野菜に触発されたパン
  • 原産地と特殊なテーマがプレミアム(高級)感を付加
  • ブランドイメージを強化するインタラクティブなイベント
  • 倫理的なマーケティング

第8章 主要メーカーとブランド

  • Paris Baguette
  • Tous les Jours
  • BreadTalk
  • 85 Cafe

第9章 消費者動向 ‐ ベーカリーハウスに対する姿勢

第10章 消費者動向 ‐ ベーカリーハウスを訪れる頻度

第11章 消費者動向 ‐ ベーカリーハウスにおける食習慣

第12章 消費者動向 ‐ ベーカリーハウスを訪れる機会

第13章 消費者動向 ‐ ベーカリーハウスの提供品に対する興味

第14章 消費者動向 ‐ ベーカリーハウスにとっての効果的なマーケティングチャネル

第15章 消費者動向 ‐ 都市消費者

目次

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"The bakery houses market is a dynamic market. From simple bread products expanding to a variety of innovative product offerings, one area of considerable interest to bakery stores is the introduction of café and fast casual dining formats to break through the traditional self-service format and capitalise lifestyle elements. Consider how experiential consumption gives bakeries deeper meaning, bakery operators are increasingly seeking a wider food and drinks menu to incorporate seasonal and ethnic elements, and offering comfortable seating area to encourage visiting."


- Esther Lau, Research Analyst

In this report we answer the key questions:

  • What are the key drivers and challenges in the Chinese bakery houses market?
  • What are the new product and service innovation trends for bakery shops in the Chinese market?
  • How can food and drinks offered by bakery chains be customised through the concept of light meals to appeal to young professional customers?
  • How can bakery chain brands further integrate lifestyle elements and interactive events as marketing differentiators?

Historically, the world of bakery products has been perceived to be one of low prices and lack of variety.

Bakery operators have begun to extend product lines to specifically aim at light food and drinks menus to alter perceptions that the category is quick snack-orientated. Since the introduction of artisanal bakery chains, the willingness to trade up for healthier and premium bakery products has been inextricably linked to the strong growth in the bakery houses market.

This report looks at the following areas:

  • What are the key drivers and challenges in the Chinese bakery houses market?
  • What are the new product and service innovation trends for bakery shops in the Chinese market?
  • How can food and drinks offered by bakery chains be customised through the concept of light meals to appeal to young professional customers?
  • How can bakery chain brands further integrate lifestyle elements and interactive events as marketing differentiators?

A holistic approach is helping bakery house operators overcome barriers, prioritise marketing activities and accelerate product innovation development. It is clear that young professionals fancy light lunches and dinners balanced as a quick meal solution, while sophisticated young females in particular are attracted to afternoon tea offerings with gourmet dessert. Family-oriented consumers also show interest in healthy breakfasts offered by bakery chains.

Table of Contents

Introduction

  • Definition
  • Methodology
  • Abbreviations

Executive Summary

  • The market
    • Figure 1: Chinese bakery houses market, by value, 2010-20
  • Sustainable growth through 2020
  • Who's innovating?
  • Crossover with other sectors
  • Provenance and special themes
  • Interactive event to energise brand image
  • The consumer
  • The growth of lifestyle elements gives bakery shops with proper seating areas a competitive edge
    • Figure 2: Attitudes towards bakery houses, April 2015
  • 43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
    • Figure 3: Frequency of visiting different types of bakery houses in the last three months, April 2015
  • Sweet bakery products start to gain greater momentum
    • Figure 4: Food and drinks purchased at bakery houses in the last three months, April 2015
  • Penetrating healthy breakfast selection
    • Figure 5: Occasions of visiting bakery houses in the last three months, April 2015
  • Bakery products with seasonal elements and provenance adds premium
    • Figure 6: Interest in buying different types of bakery products, April 2015
  • Interactive event is the new fashion
    • Figure 7: The most influential marketing channels to attract consumers, April 2015
  • What we think

Issues and Insights

  • The gateway to user-friendly Western diets
  • The facts
  • The implications
  • Premiumising afternoon tea for females in their 20s
  • The facts
  • The implications
  • Diversify breakfast opportunities to target affluent families
  • The facts
  • The implications

Market Size and Forecast

  • Key points
  • The flow of premium bakery chains and the dynamic competitive landscape
    • Figure 8: Value sales of bakery houses, China, 2010-14
  • Menu diversification makes bakery products become more important in Chinese diet
  • Sustainable growth through 2020
    • Figure 9: Chinese bakery houses market, by value, 2010-20
  • The market
  • Forecast methodology

Market Segmentation

  • Key points
  • Products sold at bakery houses are getting greater pace
    • Figure 10: Segment performance of packaged and unpackaged bakery products market in China, by value, 2010-14
    • Figure 11: Segment performance of bread and bread products and sweet bakery in China bakery house market, by value, 2010-14

Market Share

  • Key points
  • A highly fragmented market
    • Figure 12: Value share of China's bread and bread products retail market, by company, 2013 and 2014
    • Figure 13: Value share of China's sweet bakery retail market, by company, 2013 and 2014

Who's Innovating?

  • Key points
  • Novelty partnership
  • Vegetable-inspired bread
  • Provenance and special theme to add premium
  • Interactive event to energise brand image
  • Ethical marketing

Companies and Brands

  • Paris Baguette
    • Figure 14: Dedicated children bakery section at Paris Baguette in Beijing, May 2015
  • Tous les Jours
  • BreadTalk
  • 85 Café

The Consumer - Attitudes towards Bakery Houses

  • Key points
  • The growth of lifestyle elements give bakery shops with proper seating areas a competitive edge
    • Figure 15: Attitudes towards bakery houses, April 2015
    • Figure 16: Attitudes towards bakery houses, by gender and age, April 2015
    • Figure 17: Attitudes towards bakery houses, by gender and age and monthly household income, April 2015
  • Moving towards multi-functional store design
    • Figure 18: Attitudes towards bakery houses, by gender and age, April 2015
    • Figure 19: Attitudes towards bakery houses, by gender and age and tier, April 2015
  • Selling single product to break the red ocean
    • Figure 20: Attitudes towards bakery houses, by gender and age, April 2015
  • Vintage style Chinese bakery products as the key differentiation
    • Figure 21: Attitudes towards bakery houses, by gender and age, April 2015

The Consumer - Frequency of Visiting Bakery Houses

  • Key points
  • 43% of Chinese consumers in their late 20s visit bakery chains two to six times a week or more
    • Figure 22: Frequency of visiting different types of bakery houses in the last three months, April 2015
  • Targeting at professional customers
    • Figure 23: Frequency of visiting different types of bakery houses in the last three months, by age, April 2015
  • Bread products further tailored for children
    • Figure 24: Frequency of visiting different types of bakery houses in the last three months, by marital status and children in household,
  • April 2015

The Consumer - Eating Habits at Bakery Houses

  • Key points
  • Sweet bakery products start to gain greater momentum
    • Figure 25: Food and drinks purchased at bakery houses in the last three months, April 2015
    • Figure 26: Food and drinks purchased at bakery chains in the last three months, by Repertoire of food and drinks purchased at bakery
  • chains in the last three months, April 2015
  • Females aged 25-29 are the main fans of cake and coffee products at bakery chains
    • Figure 27: Food and drinks purchased at bakery houses in the last three months, by gender and age, April 2015
  • Sandwich and salad as the rising nutritious choice at bakery chains
    • Figure 28: Food and drinks purchased at bakery houses in the last three months, April 2015
    • Figure 29: Food and drinks purchased at bakery houses in the last three months, by demographics, April 2015
  • Bread and Coffee concept
  • Young male consumers have more impulsive behaviour
    • Figure 30: Food and drinks purchased at bakery houses in the last three months, by age and gender, April 2015

The Consumer - Occasions of Visiting Bakery Houses

  • Key points
  • Penetrating healthy breakfast selection
    • Figure 31: Occasions of visiting bakery houses in the last three months, April 2015
    • Figure 32: Occasions of visiting bakery houses in the last three months, by monthly household income and tier, April 2015
  • Premiumising afternoon tea set
    • Figure 33: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
    • Figure 34: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
  • The future trend for dinner and lunch opportunities
    • Figure 35: Occasions of visiting bakery houses in the last three months, by age and gender and monthly household income, April 2015
    • Figure 36: Occasions of visiting bakery houses in the last three months, by age and gender, April 2015

The Consumer - Interest in Product Offerings at Bakery Houses

  • Key points
  • Bakery products with seasonal and provenance adds premium
    • Figure 37: Interest in buying different types of bakery products, April 2015
    • Figure 38: Interest in buying different types of bakery products, by gender and age, April 2015
  • Weight control elements
    • Figure 39: Interest in buying different types of bakery products, by gender and age and monthly personal income, April 2015
  • Older females and families pay more attention on healthiness
    • Figure 40: Interest in buying different types of bakery products, by demographics, April 2015
  • Local flavours to target affluent consumers
    • Figure 41: Interest in buying different types of bakery products, by consumer classification, April 2015

The Consumer - Effective Marketing Channels for Bakery Houses

  • Key points
  • Interactive event is the new fashion
    • Figure 42: The most influential marketing channels to attract consumers, April 2015
    • Figure 43: The most influential marketing channels to attract consumers, by monthly household income and children in household,
  • April 2015
  • Harnessing recipes to satisfy consumers' increasingly sophisticated tastes
    • Figure 44: The most influential marketing channels to attract consumers, by demographics, April 2015

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 45: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
    • Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
  • Afternoon tea set and local flavours to target affluent consumers
    • Figure 47: Occasions of visiting bakery houses in the last three months, by consumer classification, April 2015
    • Figure 48: Interest in buying different types of bakery products, by consumer classification, April 2015
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