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市場調査レポート

消費者動向分析: 中国の調理済み食品市場における消費者動向と消費行動促進要因

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

発行 Canadean 商品コード 309534
出版日 ページ情報 英文 54 Pages
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消費者動向分析: 中国の調理済み食品市場における消費者動向と消費行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Ready Meals Food Market
出版日: 2014年07月31日 ページ情報: 英文 54 Pages
概要

当レポートは中国の調理済み食品市場を精査しており、各種市場データ、人口構成層毎の当カテゴリー内商品の消費パターン、また消費行動を促す主な消費動向について詳細に分析を行っています。さらに当レポートは消費者ニーズに対して適切に狙いを定めた革新的な新製品開発に焦点を当てて分析し、また常に変化を続けている消費者状況の中から利益を生み出して行くための戦略的提言を行っています。

第1章 定義

  • カテゴリー分類および人口構成層の定義
  • 調査手法
  • 食品選定を促す9つのメガトレンド: 20個の細目動向に分類可能

第2章 市場状況

  • 忙しい生活と簡便さを求める心とが中国の調理済み食品消費拡大を促進
  • 中国の調理済み食品市場は急速に拡大しており、2018年までに市場規模は107億人民元に達する見込み
  • 常温保存可能な調理済み食品が中国の調理済み食品市場において量的な市場シェアで82.1%と支配的な地位を持つ
  • 中国では2012年に5億4680万回の調理済み食品利用機会を数えており、その最大の消費者層は中年前の世代と男性
  • 中国は量的にもまた売上高的にも最速の成長を見せている調理済み食品市場
  • 中国国民一人あたりの調理済み食品消費量は世界の主要国の中で最も少ない

第3章 人口構成層毎の消費パターン

  • 中国人男性は女性よりも多くの調理済み食品を消費している
  • 中国の調理済み食品市場において高齢の消費者層の消費量は少ない

第4章 消費動向分析

  • 忙しい生活と、人生の段階の変化とが中国で調理済み食品を求める主な動機となっている
  • 主要国において消費者動向が調理済み食品消費に対して及ぼしている影響を比較する
  • ライフスタイルの変化に関わるメガトレンド: 家族を持つ責任を先延ばしにすること、またより野心的な人生のゴールを目指すことが、中国において簡単に準備できる食品の必要性を促している
  • ネット接続に関わるメガトレンド: 中国では「粥」のような伝統的食品が調理済み食品市場の中で支配的地位にある
  • 便利さに関わるメガトレンド: 消費者の生活の忙しさが調理済み食品を選ばせる最大の要因
  • 道徳に関わるメガトレンド: 道徳問題や環境問題は中国の調理済み食品消費に対して限られた影響しか持たない
  • 体験と楽しみに関わるメガトレンド: 高品質の商品を求める欲求が調理済み食品市場における商品選定に影響を及ぼしている
  • 健康に関わるメガトレンド: 美容の点については調理済み食品の消費に対して限られた影響しか持たない
  • 個人に関わるメガトレンド: 自分の場所、自分の時間を求める消費者の欲求が中国における調理済み食品の消費に対して影響を及ぼす
  • 信頼度に関するメガトレンド: 商品の安全性が、中国の調理済み食品カテゴリーでの商品選定に対して最重要因子となっている
  • 価値に関するメガトレンド: 同じ金額でより高い価値を目指す心が中国における調理済み食品の消費に影響を与えている主要動向のひとつ

第5章 技術革新の例

  • 食品メーカーは中国の消費者の高まるニーズに狙いを定めて全てのカテゴリーにわたって技術革新を進めている
  • 製法やパッケージングについての世界の技術革新は中国の食品メーカーにもインスピレーションの源となり得る

第6章 提言

  • メーカーは、忙しい消費者に狙いを定めて、便利で値段の割に値打ちが高い調理済み食品を商品として世に出すべき
  • メーカーは単身者家庭に焦点を合わせ、分量を調整した調理済み食品で打って出るべき

第7章 付録

目次
Product Code: FD0054IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Chinese Ready Meals 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

  • Busy lives and search for convenience are driving Ready Meals consumption in China
  • Men over-consume Ready Meals in China whilst women are under-consuming
  • Older Consumers are under-consuming in Chinese Ready Meals market
  • Product safety is one of the primary motivators of choice in the Ready Meals category

Understanding Consumer Trends and Drivers of Behavior in the Chinese Ready Meals 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 Ready Meals, 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 Ready Meals 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 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 Ready Meals 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

  • Busy lives and the search for convenience are driving Ready Meals' consumption in China
  • The Chinese Ready Meals market is growing rapidly and is forecast to reach CNY10.7 billion by 2018
  • Ambient Ready Meals dominates the Chinese Ready Meals market with 82.1% of volume share
  • There were 546.8 million Ready Meals occasions in China in 2012, with the highest occasions witnessed among Pre-Mid-Lifers and Males
  • China is the fastest-growing Ready Meals market both in value and volume terms
  • China has the lowest per capita volume consumption among major countries in the world

Demographic cohort consumption patterns

  • Men over-consume Ready Meals more than women in China
  • Older consumers are under-consuming in the Chinese Ready Meals market

Consumer trend analysis

  • Busy Lives and Changing Life Stages are the key motivations for consuming Ready Meals in China
  • Comparing consumer trends' influence on Ready Meals' consumption across major markets
  • The Changing Lifestyle mega-trend: the delaying of responsibility and more ambitious life goals are driving the need for Ready Meals in China
  • The Connectivity mega-trend: traditional foods such as 'congee' dominate the Chinese Ready Meals market
  • The Convenience mega-trend: the busy lives of consumers is the leading motivation for choosing Ready Meals
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Ready Meals in China
  • The Experience and Enjoyment mega-trend: the desire for quality products will influence the choice in the Ready Meals market
  • The Health and Wellness mega-trend: Beauty aspects play a limited role when it comes to the consumption of Ready Meals
  • The Individuality mega-trend: consumers' desire to seek Personal Space and Time will influence the consumption of Ready Meals in China
  • The Trust mega-trend: product safety is one of the primary motivators of choice in the Ready Meals category
  • The Value mega-trend: Better Value for Money is one of the primary trends influencing Ready Meals' consumption in China

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of Chinese consumers
  • Global innovations on formulation and packaging can be a source of inspiration for Chinese manufacturers

Recommended actions

  • Manufacturers should target busy consumers with convenient, value for money Ready Meals products
  • Manufacturers should focus on providing single-person households with portion-controlled Ready Meals

Appendix

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