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消費者動向分析:中国の乳製品市場における消費者動向と行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Dairy Food Market

発行 Canadean 商品コード 298614
出版日 ページ情報 英文 56 Pages
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消費者動向分析:中国の乳製品市場における消費者動向と行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Dairy Food Market
出版日: 2014年03月31日 ページ情報: 英文 56 Pages
概要

当レポートでは、中国の乳製品市場について調査分析し、市場データ、人口統計消費パターン(カテゴリー別)、消費を促進する消費者動向について検証し、消費者ニーズに合った革新的な新製品開発に焦点を当てて、進化する消費者情勢に乗じる戦略的提言を提供し、概略以下の構成でお届けいたします。

定義

  • カテゴリーの分類と人口統計の定義
  • サマリー手法
  • 9つのメガトレンド:20のサブトレンド

市場状況

  • 健康、利便性、幅広い商品の選択肢が、消費の主要促進要因
  • 中国の乳製品市場は現在2,553億人民元、今後5年間は高成長
  • 牛乳カテゴリーが優勢
  • 高齢者と男性の市場機会
  • 金額・量ともに世界のトップ

人口統計コホート消費パターン

  • 中国の女性は、男性より多く消費
  • 消費が多いのは子供・乳幼児
  • 最も消費頻度が高いのは、子供・乳幼児、高齢者

消費者動向分析

  • 乳製品の消費に影響を与える主な要因は、変化するライフスタイル
  • 乳製品の消費に影響を与える消費者動向
  • 変化するライフスタイル:商品の選択肢はニーズが促進
  • コネクティビティ:つながりを感じたいという要求とメディアの影響が、中国の消費習慣を形成
  • 利便性:持ち帰りのできる商品を選択する場合の重要な動機は、消費者の多忙な生活
  • 倫理:倫理・環境的な問題
  • 楽しい経験:品質への要求が、消費行動に影響を与える
  • ヘルス・ウェルネス:健康は、消費促進の重要な役割
  • 個人:休息を取りたいという要求が、消費を促進
  • 信用:食品の安全性が、消費者に大きく影響を与える
  • 価値:より良い価値、低コスト、付加価値のある商品

技術革新の例

  • メーカーは、消費者の増大するニーズをターゲットに
  • 革新的な処方、位置付け、パッケージングを重視

提言

  • 成長市場をターゲットに
  • 健康的なライフスタイルの重要性を伝える

付録

目次
Product Code: FD0005IS

This report provides an overview of the Chinese Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape.

Key Findings

  • China's Dairy market is one of the biggest markets worldwide by value and volume.
  • Consumers aged 55 and over are the key consumers of Dairy products in China.
  • Chinese consumers select Dairy products based on their ability to meet life stage related and age-specific needs. This doesn't just apply to children, with older adults increasingly aware of their specific nutritional needs.
  • Low osteoporosis awareness provides manufacturers with an opportunity to educate consumers about the disease and explain Dairy's role in averting it.

This report allows readers to identify the key demographic groups driving consumption in the Chinese Dairy market, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

In particular, this report includes:

  • Key consumer demographic groups driving consumption within the Chinese market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for China and nine other countries across the globe
  • The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group
  • The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category will evolve in the short-to-medium term future
  • Examples of international and China-specific product innovation targeting key consumer needs.

Reasons to buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Chinese Dairy consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Health, Convenience, and wide product choices are the key drivers of Dairy consumption
  • China's Dairy market is currently valued at CNY255.3 billion and will witness high growth in the next five years
  • The Milk category dominates China's Dairy Food market
  • There were 281.1 billion Dairy Food occasions in China in 2012, with the highest amount witnessed amongst older consumers and males
  • China's Dairy Food market is the global leader in terms of volume and value sales

Demographic cohort consumption patterns

  • Chinese women consume more Dairy products than men
  • Mid-Lifers are under-consuming Dairy products while Kids & Babies continue to over-consume
  • Similar Dairy consumption frequency pattern visible among men and women in China
  • Kids & Babies and Older Consumers are ‘heavy frequency' consumers of Dairy products

Consumer trend analysis

  • Changing Lifestages is one of the key factors influencing consumption of Dairy Food in China
  • Consumer trends influencing Dairy consumption can be compared globally to provide greater context on the degree of influence each trend has
  • The Changing Lifestyle mega-trend: Consumers' Dairy product choices are driven by the needs of Changing Lifestyles
  • The Connectivity mega-trend: the desire to feel connected and the influence of the media continue to shape consumption habits in China
  • The Convenience mega-trend: the Busy Lives of consumers is an important motivation when choosing on-the-go Dairy products
  • The Ethics mega-trend: ethical and environmental issues alone cannot motivate consumers when it comes to choosing Dairy products
  • The Experience & Enjoyment mega-trend: the desire for quality Dairy food products influences consumption behavior in China
  • The Health & Wellness mega-trend : Health plays a significant role in driving Dairy consumption
  • The Individuality mega-trend: the desire for taking time out for oneself drives Dairy Food consumption
  • The Trust mega-trend: after a range of food scandals, product safety to be a major influence over consumers
  • The Value mega-trend: consumers seek better Value through low-cost products as well as those with additional advantages

Innovation examples

  • Manufacturers of Dairy Food are innovating across categories to target growing needs of the Chinese consumers
  • Manufacturers across the globe are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • Manufacturers need to develop products targeting the growing market
  • Manufacturers need to inform consumers about the importance of a healthy lifestyle

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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