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中国の菓子市場の傾向と発展

Market Focus: Trends and Developments in the Confectionery Sector in China

発行 Canadean 商品コード 285707
出版日 ページ情報 英文 60 Pages
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中国の菓子市場の傾向と発展 Market Focus: Trends and Developments in the Confectionery Sector in China
出版日: 2013年09月30日 ページ情報: 英文 60 Pages
概要

肥満・糖尿病患者の増加に伴い、中国の菓子市場では低糖/砂糖フリー製品への関心が高まっています。また、市場の成熟化と共に、より多様で新しい味覚や、より高級・高品質な製品に対する需要が増加しています。他方で、消費者の価格指向もまだ強いことから、低コスト製品の拡充も課題となっています。

当レポートでは、中国における菓子市場の現状と動向について分析し、全体的な市場構造や背景事情、消費者の傾向、部門別の市場規模(過去の実績値と今後5年間の予測値)、ブランド品およびプライベートブランドの動向、関連産業(包装産業)との関連性、今後の市場発展の方向性などを調査・考察して、その結果を概略以下の構成でお届けします。

国の背景事情

  • 中国の総人口の1/3が25歳以下の児童・青少年層である
  • 食品雑貨小売市場は国内系チェーン店が独占している
  • ハイパーマーケット・スーパーマーケットが最大の流通シェアを占める
  • 都市部の多忙な消費者の増加と、利便性を求める動き

消費者の概要

  • 女性が菓子市場の消費量の大半を占める
  • 中国の消費者は「大量消費者」に区分できる
  • 消費者の品質追求の傾向:高品質の菓子を購入しようという動き
  • 品質の高さ・食べるときの楽しさ:中国の菓子市場の主な促進要因
  • 個人的な空間・時間と、年齢構造の変化:菓子市場の成長のカギ

部門分析

  • 急速かつ安定的な経済成長に伴う、菓子市場の大幅な成長
  • ガム・チョコレート部門が成長を促進
  • 砂糖菓子・ガムと比べて、チョコレートの市場シェアが拡大している
  • 砂糖菓子・ガムと比べて、チョコレート市場の将来性は明るい
  • 年齢構造・ライフステージの変化が、砂糖菓子の今後の成長を制約している

ブランド製品とプライベートブランド

  • 食品の安全性への不安から、中国の消費者はブランド菓子を購入し続けている
  • 低価格の砂糖菓子市場におけるプライベートブランドの競争激化
  • 各カテゴリーにおける主要ブランド

パッケージに関する考察

  • ガムの需要増加に伴う、硬質プラスチックブリスターパックの成長促進
  • 砂糖菓子の消費量増加に伴う、今後の包装需要の変化の見通し

将来の見通し:中国の菓子市場の四つの主な傾向

  • 「砂糖ゼロ」ラベルに対する消費者の関心
  • より高い品質・より良い包装の追求
  • 低コスト・高品質の製品
  • 経験の追求

データ付表および分析手法概略

目次
Product Code: CS1435MF

This report provides a concise overview of the Confectionery market in China. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive evolution, and the leading players companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the Chinese Confectionery sector allows new entrants and established players companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends which that will drive growth in the coming years.

What is the current market landscape and what is changing?

Steady economic growth across the last decade period 2000-2010 has resulted in rise in the disposable income, thus increasing the purchasing power of the consumer. Chinese GDP per capita has risen steadily across the years while population growth has stabilized. However an increase in consumption is a positive factor resulting due to higher disposable income.

What are the key drivers behind recent market changes?

As the Chinese consumers grow better off, they are becoming more selective and will seek out quality chocolate. The quality and taste of Chocolate has become the primary motivation for consumers in China. The qualitative benefits of Dark Chocolate with its rich taste and low sugar and fat content has helped Chocolate increase its sales in China.

What makes this report unique and essential to read?

The report provides the latest, detailed data on dynamics in the Chinese Confectionery market, providing marketers with the essential data to understand their own, and their competitors', position in the market and the information to accurately identify where to compete in the future.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Confectionery sector.

Key growth categories are highlighted by analyzing the market dynamics of three Confectionery categories: Chocolate, Gum, and Sugar Confectionery.

Market shares are provided for the leading brands across the Chocolate, Gum and Sugar Confectionery categories.

An overview of packaging trends in the Chinese Confectionery sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key future trends are highlighted and analysed in order to identify opportunities and threats in the Confectionery sector.

Key Market Issues

As the Chinese consumers grow better off, they are becoming more selective and will seek out quality chocolate. The quality and taste of Chocolate has become the primary motivation for consumers in China. The qualitative benefits of Dark Chocolate with its rich taste and low sugar and fat content has helped Chocolate increase its sales in China. Moreover consumers feel that vitamins, nuts and herbal ingredients within products can help meet their nutritional and energy demands. High purity, diverse taste and hundred percent chocolate varieties are still a favorite choice among high-end consumers.

Increasingly young and urban-based consumers will continue to seek out fun products and those that help them relax, leading to the growth of confectionery products in the country. China has a dynamic and competitive Confectionery market, with less emphasis on seasonal differences in Confectionery consumption. This means that consumers have transformed from purely seeking product functionality to pursuing fun and enjoyment brought by the product.

The importance of Hypermarkets & Supermarkets and Convenience stores is likely to increase as China's growing young and urban population drive the expansion of modern retail chains in the country.

Chinese consumers are seeking products that meet needs they see as being created by their age. Confectionery is seen as a good vehicle for functional ingredients, as such functional gums, vitamin-enriched candies and low-sugar confectionery are one of the key growth drivers of confectionery in China. Xylitol is a popular ingredient for chewing gums, while vitamins can be used in fortified sugar confectionery.

Key Highlights

Rising obesity and diabetes among Chinese consumers is driving the increasing popularity of low sugar and sugar-free confectionery in China as consumers are becoming more health conscious. According to a recent publication from "Journal of the American Medical Association" about 11.6% of adults or 114 million people in China had Diabetes in 2013, surpassing the 11.3% in the US. This generates huge scope for manufacturers to cater these people by launching "better for you" products with Sugar Free label touting on the package.

As the consumption of Confectionery products becomes more established among Chinese consumers, there will be greater demand for more varied and novel flavors such as sesame, peanut, coffee, green tea, and liqueur chocolates. In 2012 15% of Confectionery consumption was motivated by the desire to have new or novel experiences, and this behavior is expected to become more widespread. For instance, chocolates such as green tea-flavored Hershey Kisses are growing in popularity as wedding gifts.

Despite a surge in the disposable income in the past few years, many Chinese consumers still remain cost-conscious, driving the demand for low-cost brands like Hsu Fu Chi and Sister Ma who are already well established in China. Nestle meanwhile, has been looking for ways to reach lower-income consumers by expanding distribution to mom-and-pop shops in emerging markets.

Sugar Confectionery accounted for around 65% of the total number of packs used in China's Confectionery sector in 2012, driving significant demand for Flexible Packaging Bags / Sachets. Paper & Board Wrapper and Rigid Plastic Tubs are the other key packs for Confectionery products in China, driven by Gum and Sugar Confectionery.

The growing consumption of Confectionery products in China improves the demand for all pack materials and types between 2012 and 2017. However, the demand for Flexible Packaging and Paper & Board packaging will rise particularly quickly as a result of growing use across all confectionery products.

Table of Contents

Country Context

  • China's one third of population is less than 25 years of age comprising of Kids, Teens and Early Young Adults.
  • Food and Grocery sales are concentrated in national chains
  • Hypermarkets and Supermarkets will account for the largest share of sales in the Chinese Confectionery market.

Increasingly urban and busy consumers are looking for convenience

Consumer Overview

  • Women form majority of Confectionery consumption in China in terms of volume.
  • Chinese consumers can be classified as 'Heavy Consumption' Consumers.
  • Chinese Consumers purchase of Confectionery is primarily influenced by Quality Seeking trend, which drives them to purchase quality Confectioneries.
  • Better Quality and Fun and Enjoyment drive consumption in the Chinese Confectionery sector.

Personal Space and Time with Changing Age Structures - key to growth in China Confectionery.

Sector Analysis

  • The Chinese Confectionery market will register strong growth driven by its booming and a stable economy.
  • The Gum and Chocolate Confectionery sectors will drive growth.
  • The market share of Chocolate will increase when compared to Sugar Confectionery and Gum.
  • Chocolate showing promising growth in China compared to Gum and Sugar Confectionery.
  • Changing Age Structures and Life stages has limited the growth of Sugar Confectionery in China.

Brands and Private Labels

  • Chinese consumers continue to buy branded Confectionery products with the scare of food safety reasons.
  • Private Label intensifies competition in low price sugar confectionery segments
  • Key brands by category.

Packaging Insights

  • Growing demand for Gum Confectionery will drive the growth for Rigid Plastic Blister Packs

Rising consumption of Sugar Confectionery will drive changes in packaging demand by 2017.

Future outlook - key trends in China's Confectionery sector

  • Sugar-Free Label attracts Consumer attention.
  • Pursuit of higher quality and better packaging.
  • Low-Cost Value Products

Experience Seeking

Data Appendix and Summary Methodology

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