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中国のシロップ・スプレッド市場:消費者の好みとその理由

The Chinese Syrups and Spreads Market: What Consumers Eat and Why?

発行 Canadean 商品コード 289069
出版日 ページ情報 英文 77 Pages
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中国のシロップ・スプレッド市場:消費者の好みとその理由 The Chinese Syrups and Spreads Market: What Consumers Eat and Why?
出版日: 2013年10月31日 ページ情報: 英文 77 Pages
概要

当レポートでは、中国のシロップ・スプレッド市場について調査分析し、消費者の選好に焦点を当てて、消費者区分、グループ別の売上高、動向の影響、消費分析、ブランド vs. プライベートブランド、消費の影響について検証し、主要企業プロファイルも含めて、概略以下の構成でお届けいたします。

第1章 イントロダクション

第2章 調査手法

第3章 消費者区分、グループ別の売上高、動向の影響

  • コホート群とシロップ・スプレッド市場の売上高
    • 年齢グループ
    • 性別グループ
    • 地域グループ
    • 学歴グループ
    • 資産グループ
    • 生活が多忙なグループ
  • コホート群と市場の売上高:カテゴリー別
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ
  • 行動の動向と市場の売上高
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ

第4章 消費分析

  • 消費の頻度:年齢・性別
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ
  • 消費者プロファイル:製品カテゴリー別
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ

第5章 ブランド vs. プライベートブランドの取り込み

  • ブランド vs. プライベートブランドの消費者普及率
    • カテゴリー別
  • シロップ・スプレッドのブランド選択とプライベートブランドの消費者普及率
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ

第6章 動向に影響された消費者のシェア

  • 消費者の製品選択を促進する動向
    • シロップ・スプレッド全体
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ

第7章 消費の影響:市場の評価

  • 消費者の消費行動が影響を与えたシロップ・スプレッドの売上高
    • 市場の売上高:カテゴリー別
    • 市場の売上量:カテゴリー別
  • シロップ・スプレッドの売上高分析:カテゴリー別
    • 市場の売上高:カテゴリー別
    • 一人当たり支出:カテゴリー別
    • 世帯当たり支出:カテゴリー別
  • 消費者行動の動向が影響を与えたシロップ・スプレッドの売上量
    • 市場の売上量:カテゴリー別
    • 一人当たり消費:カテゴリー別
    • 世帯当たり消費:カテゴリー別

第8章 小売業者の選択と組織化小売りのカテゴリーシェア

  • 組織化小売りに占める小売業者の数量シェア
    • シロップ・スプレッド
  • 組織化小売りに占める小売業者の数量シェア:カテゴリー別
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スイートスプレッド
    • シロップ
  • シロップ・スプレッドの最終消費者のプロファイル:利用小売り業者別
    • Carrefour China
    • Tesco China
    • Wal-Mart Super center, China
    • その他

第9章 付録

図表

目次
Product Code: CS0442IS

This report provides the results for the Syrups & Spreads market in China from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Syrups & Spreads market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Syrups & Spreads market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As the country undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new consumer behaviors emerging in China will be fundamental to future growth. This is especially important in markets such as Syrups & Spreads where consumption tends to be habitual and makes early identification of the consumer groups and trends driving market behavior essential.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads, and Syrups.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Not only do Older Consumers account for the largest share of the Syrups & Spreads market in China, they consume at a disproportionate rate. This age group has a 22% share of the market by value despite accounting for 19% of the population. Furthermore, this age group is expected to grow in size as life expectancy increases in the country. This shows that this age group is a key one to target.

The Better Off wealth group in China accounts for 42.5% of the market by value, despite comprising only 33% of the population. This highlights the strong potential for premium and value-added products in the market.

In several categories there is a noticeable reduction in the share of users (across all user groups) for the Tweens & Early Teens age group. The market size could be significantly affected if this consumption pattern continues as these consumers get older and transition into the Older Consumers age group, one of the highest consuming age groups.

Key Highlights

Males account for 58% of the Syrups and Spreads market in China. This highlights the potential to offer more specifically targeted Syrups & Spreads products to men.

Among Syrups & Spreads products, Jams, Jellies & Preserves account for the largest share of consumption in China, in value terms. In terms of volume, over twice as many Jams, Jellies & Preserves are distributed than the second-largest category, Sweet Spreads.

Most Syrups & Spreads markets are heavily fragmented, without a single Brand establishing a leadership position. As such, new brands may be able to enter the market and quickly gain market share, although these markets may also be extremely vulnerable to private labels.

Table of Contents

1. Introduction

  • 1.1. What is this Report About?
  • 1.2. Definitions
    • 1.2.1. Consumer Trends
    • 1.2.2. Consumer Groups
    • 1.2.3. End Consumers
    • 1.2.4. Volume Units and Aggregations
    • 1.2.5. Exchange Rates
    • 1.2.6. Population Profiles (for interpretation of tables and charts)

2. Methodology

  • 2.1. Introduction
  • 2.2. Initial data are based on a large scale, international program of online consumer surveys
  • 2.3. Demographic groups tracking provides time series data

3. Consumer Segmentation, Group Value and Trend Influence

  • 3.1. Cohort Groups and Syrups and Spreads Market Value
    • 3.1.1. Age Groups
    • 3.1.2. Gender Groups
    • 3.1.3. Location Groups
    • 3.1.4. Education Achieved Groups
    • 3.1.5. Wealth Groups
    • 3.1.6. Busy Lives Groups
  • 3.2. Cohort Groups and Market Value by Category
    • 3.2.1. Jams, Jellies and Preserves
    • 3.2.2. Molasses
    • 3.2.3. Savory Spreads
    • 3.2.4. Sweet Spreads
    • 3.2.5. Syrups
  • 3.3. Behavioral Trends and Market Value
    • 3.3.1. Jams, Jellies and Preserves
    • 3.3.2. Molasses
    • 3.3.3. Savory Spreads
    • 3.3.4. Sweet Spreads
    • 3.3.5. Syrups

4. Consumption Analysis

  • 4.1. Consumption Frequencies by Age and Gender
    • 4.1.1. Jams, Jellies and Preserves
    • 4.1.2. Molasses
    • 4.1.3. Savory Spreads
    • 4.1.4. Sweet Spreads
    • 4.1.5. Syrups
  • 4.2. Consumer Profiles by Product Category
    • 4.2.1. Jams, Jellies and Preserves
    • 4.2.2. Molasses
    • 4.2.3. Savory Spreads
    • 4.2.4. Sweet Spreads
    • 4.2.5. Syrups

5. Brand vs. Private Label Uptake

  • 5.1. Brand vs. Private Label Consumer Penetration
    • 5.1.1. By Category
  • 5.2. Syrups and Spreads Brand Choice and Private Label Consumer Penetration
    • 5.2.1. Jams, Jellies and Preserves
    • 5.2.2. Molasses
    • 5.2.3. Savory Spreads
    • 5.2.4. Sweet Spreads
    • 5.2.5. Syrups

6. The Share of Consumers Influenced by Trends

  • 6.1. Trend Drivers of Consumers' Product Choices
    • 6.1.1. Overall Syrups and Spreads
    • 6.1.2. Jams, Jellies and Preserves
    • 6.1.3. Molasses
    • 6.1.4. Savory Spreads
    • 6.1.5. Sweet Spreads
    • 6.1.6. Syrups

7. Consumption Impact: Market Valuation

  • 7.1. Syrups and Spreads Value Impact of Consumer Consumption Behavior
    • 7.1.1. Market Value by Category
    • 7.1.2. Market Volume by Category
  • 7.2. Syrups and Spreads Value Analysis by Category
    • 7.2.1. Market Value by Category
    • 7.2.2. Expenditure per Capita by Category
    • 7.2.3. Expenditure per Household by Category
  • 7.3. Syrups and Spreads Volume Impact of Consumer Behavior Trends
    • 7.3.1. Market Volume by Category
    • 7.3.2. Consumption per Capita by Category
    • 7.3.3. Consumption Per Household by Category

8. Retailer Choice and Category Share Of Organized Retail

  • 8.1. Retailer Volume Share Of Organized Retail
    • 8.1.1. Retailer Volume Share Of Organized Retail in Syrups and Spreads
  • 8.2. Retailer Volume Share Of Organized Retail by Category
    • 8.2.1. Retail Share by Volume Of Organized Retail - Jams, Jellies and Preserves
    • 8.2.2. Retail Share by Volume Of Organized Retail - Molasses
    • 8.2.3. Retail Share by Volume Of Organized Retail - Savory Spreads
    • 8.2.4. Retail Share by Volume Of Organized Retail - Sweet Spreads
    • 8.2.5. Retail Share by Volume Of Organized Retail - Syrups
  • 8.3. Profiles of End-Consumers of Syrups and Spreads, by Retailer Used
    • 8.3.1. Carrefour China
    • 8.3.2. Tesco China
    • 8.3.3. Wal-Mart Super center, China
    • 8.3.4. Other

9. Appendix

  • 9.1. About Canadean
  • 9.2. Disclaimer

List of Tables

  • Table 1: Volume Units for the Syrups and Spreads Market
  • Table 2: Foreign Exchange Rate - CNY vs. USD
  • Table 3: China Survey Respondent profile (weighted), 2012
  • Table 4: China Syrups and Spreads Value Share (%), by Age Groups, 2012
  • Table 5: China Syrups and Spreads Value Share (%), by Gender, 2012
  • Table 6: China Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
  • Table 7: China Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
  • Table 8: China Syrups and Spreads Value Share (%) by Wealth Groups, 2012
  • Table 9: China Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
  • Table 10: China Jams, Jellies and Preserves Consumer Group Share (% market value), 2012
  • Table 11: China Molasses Consumer Group Share (% market value), 2012
  • Table 12: China Savory Spreads Consumer Group Share (% market value), 2012
  • Table 13: China Sweet Spreads Consumer Group Share (% market value), 2012
  • Table 14: China Syrups Consumer Group Share (% market value), 2012
  • Table 15: China Total Jams, Jellies and Preserves Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 16: China Total Molasses Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 17: China Total Savory Spreads Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 18: China Total Sweet Spreads Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 19: China Total Syrups Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 20: China Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 21: China Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 22: China Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 23: China Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 24: China Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 25: China Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 26: China Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 27: China Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 28: China Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 29: China Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 30: China Jams, Jellies and Preserves Consumer Profiles (% consumers by sub-group), 2012
  • Table 31: China Molasses Consumer Profiles (% consumers by sub-group), 2012
  • Table 32: China Savory Spreads Consumer Profiles (% consumers by sub-group), 2012
  • Table 33: China Sweet Spreads Consumer Profiles (% consumers by sub-group), 2012
  • Table 34: China Syrups Consumer Profiles (% consumers by sub-group), 2012
  • Table 35: China Syrups and Spreads Private Label Consumer Penetration (% Consumers Using), by Category, 2012
  • Table 36: China Jams, Jellies and Preserves Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 37: China Molasses Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 38: China Savory Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 39: China Sweet Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 40: China Syrups Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 41: China Syrups and Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 42: China, Jams, Jellies and Preserves: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 43: China, Molasses: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 44: China, Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 45: China, Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 46: China, Syrups: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 47: China Syrups and Spreads Market Value (Yuan Renminbi million), by Category, 2012
  • Table 48: China Syrups and Spreads Market Value (US$ million), by Category, 2012
  • Table 49: China Syrups and Spreads Market Volume (Kg m), by Category, 2012
  • Table 50: China Syrups and Spreads Market Value (US$ million), by Category, 2012
  • Table 51: China Syrups and Spreads Expenditure Per Capita (Yuan Renminbi), by Category, 2012
  • Table 52: China Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
  • Table 53: China Syrups and Spreads Expenditure Per Household (Yuan Renminbi), by Category
  • Table 54: China Syrups and Spreads Expenditure Per Household (US$), by Category
  • Table 55: China Syrups and Spreads Market Volume (Kg m), by Category, 2012
  • Table 56: China Syrups and Spreads Consumption Per Capita (Kg / Population), by Category, 2012
  • Table 57: China Syrups and Spreads Consumption Per Household (Kg / Households), by Category, 2012
  • Table 58: China Syrups and Spreads Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
  • Table 59: China Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 60: China Molasses Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 61: China Savory Spreads Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 62: China Sweet Spreads Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 63: China Syrups Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 64: China: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
  • Table 65: China: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
  • Table 66: China: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
  • Table 67: China: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

  • Figure 1: Consumer Trends Report Methodology
  • Figure 2: China Syrups and Spreads Value Share (%), by Age Groups, 2012
  • Figure 3: China Syrups and Spreads Value Share (%), by Gender, 2012
  • Figure 4: China Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
  • Figure 5: China Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
  • Figure 6: China Syrups and Spreads Value Share (%) by Wealth Groups, 2012
  • Figure 7: China Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
  • Figure 8: China Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 9: China Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 10: China Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 11: China Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 12: China Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 13: China Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 14: China Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 15: China Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 16: China Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 17: China Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 18: China Syrups and Spreads Market Value (US$ million), by Category, 2012
  • Figure 19: China Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
  • Figure 20: China Syrups and Spreads Expenditure Per Household (US$), by Category
  • Figure 21: China Syrups and Spreads Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
  • Figure 22: China Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Figure 23: China Molasses Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Figure 24: China Savory Spreads Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Figure 25: China Sweet Spreads Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Figure 26: China Syrups Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
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