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市場調査レポート

消費者動向分析:中国のベーカリー・シリアル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 China's Bakery and Cereals Market

発行 Canadean 商品コード 303833
出版日 ページ情報 英文 56 Pages
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消費者動向分析:中国のベーカリー・シリアル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 China's Bakery and Cereals Market
出版日: 2014年05月24日 ページ情報: 英文 56 Pages
概要

当レポートでは、中国のベーカリー・シリアル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対する戦略的提言などについて、体系的な情報を提供しています。

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

市場状況

  • 鮮度と利便性が消費の促進要因
  • 現在の市場価値は1,839億人民元、今後5年間は高成長
  • ケーキ・ペストリー・スイートパイのカテゴリーが、販売量全体の44%を占める
  • 消費回数:2,811億回(2012年)、高齢者と男性が消費を牽引
  • 中国のベーカリー・シリアル市場は最大(量)
  • 中国のベーカリー・シリアル市場は世界でも急成長(量)

人口統計コホート消費パターン

  • 男性は、女性より過度に消費
  • 高齢者だけでなく、プレ中年層も過度な消費傾向
  • 男性と女性は、似たような消費頻度のパターン
  • プレ中年層は、消費頻度が高い

消費者動向分析

  • 品質の追求は、消費の主要影響要因
  • 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:持ち運び商品への需要増
  • コネクティビティ:文化の影響が消費の習慣を形成
  • 利便性:多忙なライフスタイルが持ち運び商品への重要な動機
  • 倫理:倫理・環境問題だけが、消費者の選択動機ではない
  • 経験と楽しむこと:品質への要求が高い
  • ヘルス・ウェルネス:健康目的ではない
  • 個人:プライベートな時間とリラックスが、消費の促進要因
  • 信用:商品の安全性が、消費の主要影響要因
  • 価値:品質は付加価値

技術革新の例

  • 増加する消費ニーズに対応した技術革新
  • 革新的な形態、ポジショニング、パッケージングを重視

提言

  • 消費者の年齢に見合った商品
  • 消費者の信用を構築、新しい経験を提供、強いブランド力

付録

目次
Product Code: FD0021IS

Understanding Consumer Trends and Drivers of Behavior in China's Bakery & Cereals Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • China's Bakery & Cereals market is the largest market worldwide by volume
  • Quality is the primary driver of the Bakery & Cereals market, motivating over two-fifth of consumption
  • Pre-Mid-Lifers are the key consumers of Bakery & Cereals products in China
  • Chinese consumers select Bakery & Cereals based on their ability to meet life stage related needs.

Understanding Consumer Trends and Drivers of Behavior in the Chinese Bakery & Cereals Market identifies the key demographic groups driving consumption, 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. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the Chinese market. The figures showcase the number of times consumers of specific ages and gender consume Bakery & Cereals, 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 to give a global context.
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Bakery & Cereals consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the needs of 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 Bakery & Cereals 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 Bakery & Cereals sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Market context

  • Freshness and convenience are the key drivers of Bakery and Cereal consumption in China
  • Chinese Bakery and Cereals market currently valued at CNY183.9 billion will witness high growth in the next five years
  • The Cakes, Pastries and Sweet Pies category accounts for 44% of all volume sold in the Chinese Bakery and Cereals market in 2013
  • There were 281.1 billion Bakery and Cereals occasions in China in 2012, with the highest occasions witnessed amongst Older Consumers and males
  • The Chinese Bakery and Cereals market is the largest in terms of volume
  • China's Bakery and Cereals market is globally the fastest growing in terms of volume

Demographic cohort consumption patterns

  • Chinese men over-consume more Bakery and Cereal products compared to women
  • Older Consumers are under-consuming Bakery and Cereal products while Pre-Mid-Lifers continue to over-consume
  • Chinese men and women exhibit a similar consumption frequency pattern
  • Pre-Mid-Lifers are 'heavy frequency' consumers of Bakery and Cereal products

Consumer trend analysis

  • Quality Seeking is one of the key factors influencing consumption of Bakery and Cereals in China
  • Comparing consumer trends influence on consumption of Bakery and Cereal products across major markets
  • The Changing Lifestyle mega-trend: Changing Lifestage patterns in China are driving demand for on-the-go products
  • The Connectivity mega-trend: Cultural influence shapes consumption habits in China
  • The Convenience mega-trend: The Busy lifestyles of consumers is an important motivator driving on-the-go bakery products consumption
  • The Ethics mega-trend: Ethical and environmental issues alone cannot motivate consumers in choosing Bakery and Cereal products
  • The Experience and Enjoyment mega-trend: Chinese consumers are highly driven by a desire for quality
  • The Health and Wellness mega-trend: Consumers are not looking Bakery and Cereal products for their health benefits
  • The Individuality mega-trend: Desire for personal time and relaxation drives consumption of bakery products
  • The Trust mega-trend: Product safety is a major influencer of Chinese consumption
  • The Value mega-trend: Consumers perceive Quality as adding value

Innovation examples

  • Manufacturers of Bakery and Cereals 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 Bakery and Cereals products to meet the age needs of Chinese consumers
  • Manufacturers need to develop products that build consumer trust, offer novel experiences, and have strong branding

Appendix

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