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Bakery Products - China - December 2012

“With fast growth in the Chinese economy and rising incomes, more and more urban consumers are including more flavourful, healthy and convenient foods in their diets. Bakery products, especially Western bakery products, have become popular as breakfast foods and snacks. This has driven rapid growth in the bakery products industry and market in China. In the last five years, many bakery stores and plant bakeries have continually expanded their area of operation and production capacity.”

– Gao Haiping – Research Analysis Manager


In this report, we answer the key questions:

  • What is the current state of the baked goods industry in China and what are the growth trends, drivers and barriers?
  • How do consumers behave and what are their attitudes towards baked goods?
  • What main factors can operators leverage to stand out in the bakery products market and what are the main growth opportunities?
 
Report Description:

With fast growth in the Chinese economy and rising incomes, more and more urban consumers are including more flavourful, healthy and convenient foods in their diets. Bakery products, especially Western bakery products, have become popular as breakfast foods and snacks. This has driven rapid growth in the bakery products industry and market in China. In the last five years, many bakery stores and plant bakeries have continually expanded their area of operation and production capacity. In addition, a number of non-bakery companies have been venturing into the baked goods arena. From 2007-2012, the baked goods market in China grew at a CAGR of 33.5%. Market value sales soared from RMB 30 billion in 2007 to RMB 127.7 billion in 2012.

The price of sugar, peanut oil, flour, labour and property rents have risen across the board. Under pressure from high costs, coastal-based bakery stores have been moving into tier two and three cities in western and central regions in order to increase their economies of scale and continue to grow sales and profits. At the same time, bakery stores already in central and western China have been racing to establish a presence across more territories in order to protect their business.

Baked goods are consumed mainly for breakfast, as snacks or as celebratory foods. When it comes to bakery products, safety, flavour and freshness are top of mind for consumers. Many are also happy to try new bakery products. Therefore, for baked goods brands and manufacturers, quality and safety are prerequisites, and product innovation is of vital importance for growth.

In order to counter competition in the market and seasonal fluctuations, there has been an emerging trend amongst brands and manufacturers of increasing beverage sales and providing in-store consumption areas.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Research methodology
          • Executive Summary

            • The market
              • The forecast
                • Figure 1: China retail value sales of baked goods, 2007-17
                • Figure 2: China retail volume sales of baked goods, 2007-17
              • Market segmentation
                • Brand share
                  • The consumer
                    • Core consumer characteristics
                      • Frequency of consumption
                        • Usage occasions
                          • Factors considered when buying bakery products
                            • Four consumer types
                              • Figure 3: Key drivers of attitudes towards baked goods and main consumer types, October 2012
                            • Issues in the market
                              • Safety and quality are prerequisites for bakery businesses, and product innovation is crucial for their growth
                                • Growing sales with accompanying products and value-added services
                                  • Bakery stores are expanding into tier two and three cities in central and western China
                                  • The Market

                                    • Market size
                                      • Figure 4: China bakery products market, 2007-12
                                    • Market drivers
                                      • Market challenges
                                        • Forecast
                                          • Figure 5: Forecast: China's baked goods market forecast (value sales), 2007-17
                                          • Figure 6: Forecast: China's baked goods market forecast (volume sales), 2007-17
                                        • Market segmentation
                                          • Figure 7: China retail value sales of baked goods, by category, 2007-12
                                          • Figure 8: China retail volume sales of baked goods, by category, 2007-12
                                        • Brand market share
                                          • Competition between bakery stores and plant bakeries
                                          • Companies and Brands

                                              • Figure 9: Leading companies in the Chinese baked goods market, by market share, 2011
                                            • Major bakery stores
                                              • Ganso
                                                • Holiland
                                                  • Christine
                                                    • 85C Bakery Café
                                                      • BreadTalk
                                                        • Major plant bakery brands
                                                          • Orion
                                                            • Pan Pan
                                                              • Master Kong
                                                                • Mankattan
                                                                  • Fujian's plant bakery industrial cluster
                                                                  • The Consumer

                                                                    • Consumer usage of bakery products
                                                                      • Core consumers of bakery products
                                                                        • Frequency of eating bakery products
                                                                          • Figure 10: Frequency of eating bakery products, October 2012
                                                                        • Usage occasions of eating bakery products
                                                                            • Figure 11: Occasions of eating bakery products, October 2012
                                                                          • Top important factors considered when buying bakery products
                                                                              • Figure 12: Most popular ranked factors considered when buying bakery products, October 2012
                                                                            • Main purchase channels for bakery products
                                                                              • Figure 13: Outlets used to purchase bakery products, October 2012
                                                                            • 21cake
                                                                              • Bakery product brand loyalty
                                                                                • Brand loyalty in the bakery stores sector
                                                                                  • Figure 14: Ganso brand loyalty, October 2012
                                                                                  • Figure 15: Christine brand loyalty, October 2012
                                                                                  • Figure 16: BreadTalk brand loyalty, October 2012
                                                                                  • Figure 17: 85C Bakery Café brand loyalty, October 2012
                                                                                  • Figure 18: Holiland brand loyalty, October 2012
                                                                                  • Figure 19: Paris Baguette brand loyalty, October 2012
                                                                                • Brand loyalty in the industrial bakery products sector
                                                                                  • Figure 20: Hsufuchi brand loyalty, October 2012
                                                                                  • Figure 21: Master Kong brand loyalty, October 2012
                                                                                  • Figure 22: Orion brand loyalty, October 2012
                                                                                  • Figure 23: Pan Pan brand loyalty, October 2012
                                                                                  • Figure 24: Sanhui Maifeng brand loyalty, October 2012
                                                                                  • Figure 25: Taishang brand loyalty, October 2012
                                                                                  • Figure 26: Mankattan brand loyalty, October 2012
                                                                                • Attitudes towards bakery products
                                                                                    • Figure 27: Attitudes towards bakery products October 2012
                                                                                  • Four key drivers
                                                                                    • Four consumer groups:
                                                                                      • Affordable Quality Lovers (21% of the sample) 
                                                                                        • Western Breakfast Socialisers (26% of the sample)
                                                                                          • Brand Loyalists (21% of the sample)
                                                                                            • Penny Pinchers (32% of the sample)
                                                                                                • Figure 28: Key drivers of attitudes towards baked goods and main consumer types, October 2012
                                                                                            • Although Safety and Quality are Expected, Product Innovation is Key to Sales Growth

                                                                                              • Key points
                                                                                                • Safety and quality remain core factors in bakery goods choice
                                                                                                  • Figure 29: Top factors considered when buying bakery products, October 2012
                                                                                                  • Figure 30: Attitudes towards bakery products, October 2012
                                                                                                • Product innovation is the key to attracting repeat customers
                                                                                                  • Figure 31: Agreement with the statement ‘I like to try new bakery products’, October 2012
                                                                                                • Product innovation must be done in a unique way
                                                                                                  • Examples of product innovation
                                                                                                    • Catering for local tastes should be top priority
                                                                                                      • What it means
                                                                                                      • Driving Sales With Accompanying Products and Value-Added Services

                                                                                                        • Key points
                                                                                                          • Store bakery sales remain seasonal in nature
                                                                                                            • Figure 32: Occasions of eating bakery products by type, October 2012
                                                                                                            • Figure 33: Attitudes towards bakery products October 2012
                                                                                                            • Figure 34: Yogurt consumption occasions, October 2012
                                                                                                            • Figure 35: Weekly usage of soft drinks, January 2012
                                                                                                          • Adding seating areas to increase footfall
                                                                                                            • What it means
                                                                                                            • Bakery Stores Expanding into Tier Two and Three Cities in Central and Western China

                                                                                                              • Key points
                                                                                                                • National distribution of bakery stores
                                                                                                                  • Regional distribution of store bakery chains
                                                                                                                    • Factors behind store bakery expansion into tier two and three cities in central and western China
                                                                                                                      • Economies of tier two and three cities are growing faster
                                                                                                                        • Figure 36: Growth rates of population, GDP and per capita income in tier one, two and three cities in China, 2000-10
                                                                                                                      • Opportunities as central and western China develop economically
                                                                                                                        • Production costs are rising
                                                                                                                          • Improving the supply of raw materials
                                                                                                                            • Store bakery chains are expanding
                                                                                                                              • Christine sets its sights on eastern China's Zhejiang and Jiangsu provinces
                                                                                                                                • 85C Bakery Café sprints into central and western China
                                                                                                                                  • BreadTalk is looking nationwide
                                                                                                                                    • Bakery stores in central and western China are also actively expanding
                                                                                                                                      • Achieving rapid growth in distribution by cooperating with supermarkets
                                                                                                                                        • What it means
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 37: Forecast: China's baked goods market forecast (value sales), 2007-17
                                                                                                                                            • Figure 38: Best- and worst-case forecast for China's baked goods market (value sales), 2012-17
                                                                                                                                            • Figure 39: Forecast: China's baked goods market forecast (value sales), 2007-17
                                                                                                                                            • Figure 40: Best- and worst-case forecast for China's baked goods market (volume sales), 2012-17
                                                                                                                                        • Appendix – Frequency of Eating Bakery Products

                                                                                                                                            • Figure 41: Frequency of eating bakery products, October 2012
                                                                                                                                            • Figure 42: Frequency of eating bakery products, October 2012 (continued)
                                                                                                                                            • Figure 43: Most popular frequency of eating plain white bread, by demographics, October 2012
                                                                                                                                            • Figure 44: Next most popular frequency of eating plain white bread, by demographics, October 2012
                                                                                                                                            • Figure 45: Most popular frequency of eating wholemeal bread or grain bread, by demographics, October 2012
                                                                                                                                            • Figure 46: Next most popular frequency of eating wholemeal bread or grain bread, by demographics, October 2012
                                                                                                                                            • Figure 47: Most popular frequency of eating fruit/nut bread, by demographics, October 2012
                                                                                                                                            • Figure 48: Next most popular frequency of eating fruit/nut bread, by demographics, October 2012
                                                                                                                                            • Figure 49: Most popular frequency of eating bread with meat, by demographics, October 2012
                                                                                                                                            • Figure 50: Next most popular frequency of eating bread with meat, by demographics, October 2012
                                                                                                                                            • Figure 51: Most popular frequency of eating french soft bread, by demographics, October 2012
                                                                                                                                            • Figure 52: Next most popular frequency of eating French soft bread, by demographics, October 2012
                                                                                                                                            • Figure 53: Most popular frequency of eating French rolls, by demographics, October 2012
                                                                                                                                            • Figure 54: Next most popular frequency of eating French rolls, by demographics, October 2012
                                                                                                                                            • Figure 55: Most popular frequency of eating cakes – whole or individually sliced, by demographics, October 2012
                                                                                                                                            • Figure 56: Next most popular frequency of eating cakes – whole or individually sliced, by demographics, October 2012
                                                                                                                                            • Figure 57: Most popular frequency of eating muffins, by demographics, October 2012
                                                                                                                                            • Figure 58: Next most popular frequency of eating muffins, by demographics, October 2012
                                                                                                                                            • Figure 59: Most popular frequency of eating doughnuts, by demographics, October 2012
                                                                                                                                            • Figure 60: Next most popular frequency of eating doughnuts, by demographics, October 2012
                                                                                                                                            • Figure 61: Most popular frequency of eating Chinese savoury pastries, by demographics, October 2012
                                                                                                                                            • Figure 62: Next most popular frequency of eating Chinese savoury pastries, by demographics, October 2012
                                                                                                                                            • Figure 63: Most popular frequency of eating foreign pastries, by demographics, October 2012
                                                                                                                                            • Figure 64: Next most popular frequency of eating foreign pastries, by demographics, October 2012
                                                                                                                                            • Figure 65: Most popular frequency of eating centre-filled pastries, by demographics, October 2012
                                                                                                                                            • Figure 66: Next most popular frequency of eating centre-filled pastries, by demographics, October 2012
                                                                                                                                        • Appendix – Occasions of Eating Bakery Products

                                                                                                                                            • Figure 67: Occasions of eating bakery products, October 2012
                                                                                                                                            • Figure 68: Occasions of eating bread, by demographics, October 2012
                                                                                                                                            • Figure 69: Occasions of eating cake, by demographics, October 2012
                                                                                                                                            • Figure 70: Occasions of eating pastries, by demographics, October 2012
                                                                                                                                        • Appendix – Bakery Brands Bought in Past 12 Months

                                                                                                                                            • Figure 71: Bakery brands bought in past 12 months, Shanghai, October 2012
                                                                                                                                            • Figure 72: Bakery brands bought in past 12 months, Beijing, October 2012
                                                                                                                                            • Figure 73: Bakery brands bought in past 12 months, Guangzhou, October 2012
                                                                                                                                            • Figure 74: Bakery brands bought in past 12 months, Chengdu, October 2012
                                                                                                                                            • Figure 75: Bakery brands bought in past 12 months, Xian, October 2012
                                                                                                                                            • Figure 76: Bakery brands bought in past 12 months, Nanjing, October 2012
                                                                                                                                            • Figure 77: Bakery brands bought in past 12 months, Nanchang, October 2012
                                                                                                                                            • Figure 78: Bakery brands bought in past 12 months, Foshan, October 2012
                                                                                                                                            • Figure 79: Bakery brands bought in past 12 months, Taiyuan, October 2012
                                                                                                                                            • Figure 80: Bakery brands bought in past 12 months, Haerbin,October 2012
                                                                                                                                            • Figure 81: Most popular in-store bakeries bread brands bought in past 12 months, Shanghai, by demographics, October 2012
                                                                                                                                            • Figure 82: Next most popular in-store bakeries bread brands bought in past 12 months, in Shanghai, by demographics, October 2012
                                                                                                                                            • Figure 83: Wrapped bread brands bought in past 12 months, Shanghai, by demographics, October 2012
                                                                                                                                            • Figure 84: In-store bakeries bread brands bought in past 12 months, Beijing, by demographics, October 2012
                                                                                                                                            • Figure 85: Most popular wrapped bread brands bought in past 12 months, Beijing, by demographics, October 2012
                                                                                                                                            • Figure 86: Next most popular wrapped bread brands bought in past 12 months, Beijing, by demographics, October 2012
                                                                                                                                            • Figure 87: In-store bakeries bread brands bought in past 12 months, Guangzhou, by demographics, October 2012
                                                                                                                                            • Figure 88: Wrapped bread brands bought in past 12 months, Guangzhou, by demographics, October 2012
                                                                                                                                            • Figure 89: In-store bakeries bread brands bought in past 12 months, Chengdu, by demographics, October 2012
                                                                                                                                            • Figure 90: Most popular wrapped bread brands bought in past 12 months, Chengdu, by demographics, October 2012
                                                                                                                                            • Figure 91: Next most popular wrapped bread brands bought in past 12 months, Chengdu by demographics, October 2012
                                                                                                                                            • Figure 92: In-store bakeries bread brands bought in past 12 months, Xian, by demographics, October 2012
                                                                                                                                            • Figure 93: Most popular wrapped bread brands bought in past 12 months, Xian, by demographics, October 2012
                                                                                                                                            • Figure 94: Next most popular wrapped bread brands bought in past 12 months, Xian, by demographics, October 2012
                                                                                                                                            • Figure 95: In-store bakeries bread brands bought in past 12 months, Nanjing, by demographics, October 2012
                                                                                                                                            • Figure 96: Wrapped bread brands bought in past 12 months, Nanjing, by demographics, October 2012
                                                                                                                                            • Figure 97: In-store bakeries bread brands bought in past 12 months, Nanchang, by demographics, October 2012
                                                                                                                                            • Figure 98: In-store bakeries bread brands bought in past 12 months, Nanching, by demographics, October 2012
                                                                                                                                            • Figure 99: In-store bakeries bread brands bought in past 12 months, Foshan, by demographics, October 2012
                                                                                                                                            • Figure 100: Most popular wrapped bread brands bought in past 12 months, Foshan, by demographics, October 2012
                                                                                                                                            • Figure 101: Next most popular wrapped bread bought in past 12 months, Foshan, by demographics, October 2012
                                                                                                                                            • Figure 102: In-store bakeries bread brands bought in past 12 months, Taiyuan, by demographics, October 2012
                                                                                                                                            • Figure 103: Most popular Taiyuan wrapped bread brands bought in past 12 months, by demographics, October 2012
                                                                                                                                            • Figure 104: Next most popular Taiyuan wrapped bread bought in past 12 months, by demographics, October 2012
                                                                                                                                            • Figure 105: In-store bakeries bread brands bought in past 12 months, Haerbin,by demographics, October 2012
                                                                                                                                            • Figure 106: Most popular wrapped bread brands bought in past 12 months, by demographics, Haerbin, October 2012
                                                                                                                                            • Figure 107: Next most popular Haerbin wrapped bread bought in past 12 months, by demographics, October 2012
                                                                                                                                        • Appendix – Most Often Bought Bakery Brands in Past 12 Months

                                                                                                                                            • Figure 108: Most often bought bakery brands in past 12 months, Shanghai, October 2012
                                                                                                                                            • Figure 109: Most often bought bakery brands in past 12 months, Beijing, October 2012
                                                                                                                                            • Figure 110: Most often bought bakery brands in past 12 months, Guangzhou, October 2012
                                                                                                                                            • Figure 111: Most often bought bakery brands in past 12 months, Chengdu, October 2012
                                                                                                                                            • Figure 112: Most often bought bakery brands in past 12 months, Xian, October 2012
                                                                                                                                            • Figure 113: Most often bought bakery brands in past 12 months, Nanjing, October 2012
                                                                                                                                            • Figure 114: Most often bought bakery brands in past 12 months, Nanchang, October 2012
                                                                                                                                            • Figure 115: Most often bought bakery brands in past 12 months, Foshan, October 2012
                                                                                                                                            • Figure 116: Most often bought bakery brands in past 12 months, Taiyuan, October 2012
                                                                                                                                            • Figure 117: Most often bought bakery brands in past 12 months, Haerbin, October 2012
                                                                                                                                            • Figure 118: Bread brands bought from in-store bakeries most often in past 12 months, Shanghai, by demographics, October 2012
                                                                                                                                            • Figure 119: Bread brand bought from in-store bakeries most often in past 12 months, Beijing, by demographics, October 2012
                                                                                                                                            • Figure 120: Bread brands bought from in-store bakeries most often in past 12 months, Guangzhou, by demographics, October 2012
                                                                                                                                            • Figure 121: Wrapped bread brands most often bought in past 12 months, Xian, by demographics, October 2012
                                                                                                                                            • Figure 122: Bread brands bought from in-store bakeries most often in past 12 months, Nanjing, by demographics, October 2012
                                                                                                                                            • Figure 123: Bread brands bought from in-store bakeries most often in past 12 months, Taiyuan, by demographics, October 2012
                                                                                                                                            • Figure 124: Bread brands bought from in-store bakeries most often in past 12 months, Haerbin, by demographics, October 2012
                                                                                                                                        • Appendix – Top 3 Important Factors Considered When Buying Bakery Products

                                                                                                                                            • Figure 125: Top 3 important factors considered when buying bakery products, October 2012
                                                                                                                                            • Figure 126: Most popular top ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 127: Next most popular top ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 128: Other top ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 129: Most popular second ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 130: Next most popular second ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 131: Other second ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 132: Most popular third ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 133: Next most popular third ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                            • Figure 134: Other third ranked important factors considered when buying bakery products, by demographics, October 2012
                                                                                                                                        • Appendix – Bakery Products Purchase Channel

                                                                                                                                            • Figure 135: Bakery products purchase channel, October 2012
                                                                                                                                            • Figure 136: Most popular bakery products purchase channel, by demographics, October 2012
                                                                                                                                            • Figure 137: Next most popular bakery products purchase channel, by demographics, October 2012
                                                                                                                                        • Appendix – Attitudes Towards Bakery Products

                                                                                                                                            • Figure 138: Attitudes towards bakery products, October 2012
                                                                                                                                            • Figure 139: Agreement with the statements ‘I tend to buy healthy bakery products’ and ‘I am concerned about the food safety of bakery products’, by demographics, October 2012
                                                                                                                                            • Figure 140: Agreement with the statements ‘I prefer to buy fresh bakery products in bakeries rather than packaged goods in retail stores’ and ‘I prefer to eat a Western breakfast, which contains bread, more than A Chinese breakfast’, by demographics, October 2012
                                                                                                                                            • Figure 141: Agreement with the statements ‘I like to eat bakery products while sipping beverages such as milk tea or coffee’ and ‘I prefer to socialize with friends in bakeries rather than cafés or bars’, by demographics, October 2012
                                                                                                                                            • Figure 142: Agreement with the statements ‘Branded bakery products taste better than supermarket self-baked bakery products’ and ‘I prefer to buy packaged bakery products (such as those made by food manufacturers like Daliyuan and Bimbo) over bakery products sold in bakeries’, by demographics, October 2012
                                                                                                                                            • Figure 143: Agreement with the statements ‘I tend to stick to only one brand of bakery products’ and ‘I like to try new bakery products’, by demographics, October 2012
                                                                                                                                            • Figure 144: Agreement with the statements ‘I tend to buy whatever brand is on special offer’ and ‘I would pay more for premium bakery products’, by demographics, October 2012
                                                                                                                                            • Figure 145: Agreement with the statement ‘I prefer retailers' own-label bakery food’, by demographics, October 2012
                                                                                                                                        • Appendix – Target Groups

                                                                                                                                            • Figure 146: Target groups, October 2012
                                                                                                                                            • Figure 147: Target groups, by demographics, October 2012

                                                                                                                                        Companies Covered

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                                                                                                                                        Bakery Products - China - December 2012

                                                                                                                                        US $3,990.00 (Excl.Tax)