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市場調査レポート

中国の菓子食品市場における消費者動向と行動促進因子

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

発行 Canadean 商品コード 306574
出版日 ページ情報 英文 56 Pages
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中国の菓子食品市場における消費者動向と行動促進因子 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food Market
出版日: 2014年06月27日 ページ情報: 英文 56 Pages
概要

当レポートでは、中国の菓子市場について調査分析を行い、市場概要を提示し、市場データ、カテゴリー別の購買層の消費パターン、消費を促進するような主な消費者動向などについて考察するとともに、消費者の核心的なニーズを効果的にターゲットにする革新的な新製品開発、戦略的提案などについてまとめています。

第1章 定義

  • カテゴリーの分類と購買層の定義
  • サマリーの方法
  • 食品の選択を促進する9つのメガトレンド:20のサブトレンドにさらに分類

第2章 市場の状況

  • 面白さや喜びのため、個人的な場所や時間を求めて菓子商品が消費されている
  • 中国の菓子市場は2013年〜2018年の間大きく成長する見込み
  • 砂糖菓子カテゴリーが中国の菓子市場を独占し、86.6%のシェア
  • 2012年、中国での菓子を食べる機会は447億回で、プレ中年世代、女性の消費機会が多い
  • 中国菓子市場の売上額の成長が好調なのは一人当たりの消費量の増加による
  • 中国はBRIC諸国の中で最も魅力的な菓子市場

第3章 購買者層別消費パターン

  • 男性よりも女性の菓子製品の消費が多い
  • 45歳以上の消費者はあまり菓子製品を消費していない
  • 中国の男性と女性は、菓子の消費頻度は同様のパターン
  • 子どもと乳幼児が菓子消費の頻度が高い

第4章 消費者動向分析

  • 中国では面白さを提供する高品質の製品への要求が菓子製品選択の主な動機
  • 菓子消費に影響を及ぼす消費者動向の影響度を世界的に比較
  • ライフスタイルの変化のメガトレンド:大人と子供の菓子製品の二極化が普通になっている
  • 接続性のメガトレンド:中国人の菓子の選択は人気のメディアチャネルで広告されたブランドに促進される
  • 利便性のメガトレンド:消費者の忙しい生活がテイクアウトに適した菓子製品のニーズを促進
  • 倫理のメガトレンド:倫理や環境の問題は菓子の選択にあまり影響がない
  • 経験と楽しみのメガトレンド:品質と面白さへの欲望が消費者の菓子製品の消費を促進
  • 健康のメガトレンド:菓子製品は面白さや楽しみのために消費されており、健康はあまり重視されていない
  • 個性のメガトレンド:個人的な場所や時間を求めたいという欲望が菓子消費を促進
  • 信頼のメガトレンド:ブランドは、顧客確保のためには信頼性を喚起し促進する必要がある
  • 価値のメガトレンド:消費者は、安くて付加価値のある製品を求めている

第6章 革新の例

  • 菓子メーカーは中国の消費者の高まるニーズをターゲットにしようとカテゴリーを超えて革新を続けている
  • メーカーは配合、ポジショニング、パッケージの革新に注力している

第7章 提案

  • メーカーは、高級ラインとともに、成人や子供をターゲットにした製品を開拓できる
  • メーカー、マーケッター、小売業者は健康に関心のある層をターゲットにすることを考慮する必要がある

付録

目次
Product Code: FD0032IS

Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food 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

  • Age-specific Confectionery products are a growing phenomenon in the Chinese Confectionery market that support health concerns of different age groups
  • Consumers aged above 45 years are under-consuming Confectionery products in China
  • The busy lifestyles of Chinese consumers will further the need for Confectionery suited to on-the-go consumption
  • Manufacturers, marketers, and retailers need to consider targeting experience seeking and the growing health-conscious Chinese population, in order to secure further custom and their position in the market

Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food 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 Confectionery, 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 Confectionery 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 Confectionery 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 Confectionery 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

  • Confectionery products are consumed for fun and enjoyment and for seeking personal space and time
  • The Chinese Confectionery market will witness strong growth from 2013-2018
  • Sugar Confectionery category dominates Chinese Confectionery market with 86.6% of volume share
  • There were 44.7 billion Confectionery occasions in China in 2012, with the highest occasions witnessed amongst Pre-Mid-Lifers and Females
  • High value growth of the Confectionery market in China is driven by rising per capita volume consumption
  • China is the most attractive Confectionery market among the BRIC nations

Demographic cohort consumption patterns

  • Women over-consume Confectionery products compared to Chinese men
  • Consumers aged above 45 years are under-consuming Confectionery products in China
  • Chinese men and women exhibit very similar Confectionery consumption frequency patterns
  • Kids and Babies have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis

  • A desire for quality products offering Fun is the key motivation for choosing Confectionery products in China
  • Comparing consumer trends influence on consumption of Confectionery products across major markets
  • The Changing Lifestyle mega-trend: Polarization of adult's and children's Confectionery products is commonplace in China
  • The Connectivity mega-trend: Chinese Confectionery choices will be driven by brands advertised on popular media channels
  • The Convenience mega-trend: the Busy Lives of consumers will further the need for Confectionery suited to on-the-go consumption
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Confectionery products in China
  • The Experience and Enjoyment mega-trend: The desire for quality and fun Confectionery products drives consumption in China
  • The Health and Wellness mega-trend: Confectionery products are consumed for fun and enjoyment with little focus on health
  • The Individuality mega-trend: Consumers' desire to seek Personal Space and Time drives the consumption of Confectioneries in China
  • The Trust mega-trend: Brands need to inspire and promote trustworthiness in order to secure custom
  • The Value mega-trend: Consumers search for both inexpensive products and those with added value attributes

Innovation examples

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

Recommended actions

  • Manufacturers can explore premium ranges as well as targeting their products towards either adults or children
  • Manufacturers, marketers, and retailers need to consider targeting experience seeking and the growing health-conscious population
  • Appendix
  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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