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Bakery Products - China - September 2014

“Consumers are paying more attention to the food they are ingesting under the growing concern of food safety and health issues. They are shifting their preferences to grain bread, which is less oily and using more organic coarse wholemeal flour. Homemade is another action consumers take to fight against the uncertainty in packaged products. Manufacturers should do more to reassure consumers about food safety and healthiness, as well as seeking new opportunities in response to the changing behaviour and preferences of consumers.”
– - Linda Li, Senior Research Analyst

This report looks at the following issues:

  • Grain bread will be the rising star
  • Homemade is no longer the proprietary of baking enthusiasts
  • Concerns over food safety and health have actually bred more home bakers

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Table of contents

  1. Introduction

      • Definitions
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: China’s bakery product market, value sales and forecast, 2009-19
                • Companies and Brands
                  • Figure 2: Leading companies’ market shares in the China bakery market, by value, 2011-13
                • The Consumer – Changes in bakery products consumption
                  • Figure 3: Changes in bakery products consumption, June 2014
                • The Consumer – Occasions of eating bakery products
                  • Figure 4: Occasions of eating bakery products, June 2014
                • The Consumer – Places to buy bakery products
                  • Figure 5: Places to buy bakery products, June 2014
                • The Consumer – Important consideration factors for buying bakery products
                  • Figure 6: Important consideration factors for buying bakery products
                • The Consumer – Interest in new product features
                  • Figure 7: Interest in new product features, June 2014
                • The Consumer – Attitudes towards bakery products
                  • Figure 8: Attitudes towards bakery products, June 2014
                • Key issues
                  • Grain bread will be the rising star
                    • Homemade is no longer the proprietary of baking enthusiasts
                      • How can the bakery market also seize the digital trend?
                        • What we think
                        • Issues and Insights

                            • Grain bread will be the rising star
                              • The facts
                                • The implications
                                  • Figure 9: Popular Flavours For Packaged Bakery Products, China, 2009-2013
                                • Homemade is no longer the proprietary of baking enthusiasts
                                  • The facts
                                    • The implications
                                      • Concerns over food safety and health have actually bred more home bakers
                                        • Opportunities for bakery stores
                                          • Figure 10: Example of bakery stores offering bakery ingredients, Sunday Smile, Shanghai, 2014
                                        • How can the bakery market also seize the digital trend?
                                          • The facts
                                            • The implications
                                              • Importance of operating online
                                                • Convenience is an important factor in bakery purchase
                                                  • The online cake store provides a prototype for other bakery products
                                                    • Extra services via internet is key to success
                                                    • Trend Applications

                                                      • Prove It
                                                        • Make it Mine
                                                          • Sense of Intense
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • The bakery product market witnessed a rapid growth
                                                                • Figure 11: China’s bakery product market, Retail value and volume sales, 2009-14
                                                              • Still big room for growth
                                                                • Figure 12: China’s bakery product market, value sales and forecast, 2009-19
                                                                • Figure 13: China’s bakery product market, volume sales and forecast, 2009-19
                                                              • Forecast methodology
                                                                • Market Drivers
                                                                  • Growth Challenges
                                                                  • Market Segmentation

                                                                    • Key points
                                                                      • Cake sales enjoyed the fastest growth
                                                                        • Figure 14: Volume and value of China retail bakery product market, by segment, 2009-13
                                                                        • Figure 15: Share of China’s bakery product market on volume, 2009-13
                                                                      • Greater consumption occasions of cake
                                                                        • Value-volume growth gap widest in bread
                                                                        • Market Share

                                                                          • Key points
                                                                            • A highly fragmented market with many regional players
                                                                              • Figure 16: Leading companies’ market shares in the China bakery market, by volume, 2011-13
                                                                            • Slow sales in mooncakes create a hard time for businesses
                                                                              • Figure 17: Leading companies’ market shares in the China bakery market, by value, 2011-13
                                                                            • An increasingly competitive market for everyone
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Creating your own
                                                                                  • Figure 18: The Icing Room from BreadTalk, 2014
                                                                                  • Figure 19: Examples of the customisation service in Paris Baguette, Shanghai, 2014
                                                                                • Fusion of different types of bakery products
                                                                                  • Figure 20: Woody Baker brings cronut to Shanghai, 2014
                                                                                • More speciality brands to target different consumer needs
                                                                                  • Figure 21: BreadTalk introduced Toast Box and Bread Society, Shanghai 2014
                                                                                  • Figure 22: The appearance of BreadSociety
                                                                                • Help consumers track the source of the ingredients
                                                                                  • One-stop-service bakery stores
                                                                                    • Figure 23: Example of one-stop-service bakery store, the Sunday Smile, Shanghai, 2014
                                                                                    • Figure 24: Example of one-stop-service bakery store, Paris Baguette, Shanghai, 2014
                                                                                • Companies & Brands

                                                                                  • Key Bakery Stores
                                                                                    • 21cake
                                                                                      • 85 Café
                                                                                        • BreadTalk
                                                                                          • Figure 25: Examples of unique product naming at BreadTalk, 2014
                                                                                        • Christine
                                                                                          • Paris Baguette
                                                                                            • TOUS les JOURS
                                                                                              • Figure 26: Tous les Jours markets its slogan in store, 2014
                                                                                            • Key packaged bakery product manufacturers
                                                                                              • Orion
                                                                                                • Pan Pan
                                                                                                  • Shenyang Toly Bread Co., Ltd
                                                                                                  • The Consumer –Changes in Bakery Products Consumption

                                                                                                    • Key points
                                                                                                        • Figure 27: Bakery products had in the past six months, June 2014
                                                                                                      • Shifts in consumer preference reflect the healthy eating trend
                                                                                                        • Figure 28: Changes in bakery product consumption in the past six months, June 2014
                                                                                                      • Women, parents and high earners are pioneers in the shift
                                                                                                          • Figure 29: Selected bakery products had in the past six months, by demographics, June 2014
                                                                                                        • Chinese pastries are less welcome
                                                                                                        • The Consumer – Occasions of Eating Bakery Products

                                                                                                          • Key points
                                                                                                              • Figure 30: Occasions of eating bakery products, June 2014
                                                                                                            • Bread is becoming more like a staple food
                                                                                                              • Cake consumption is still led by celebrations
                                                                                                                  • Figure 31: Occasions of eating cakes, by demographics, June 2014
                                                                                                              • The Consumer – Places to Buy Bakery Products

                                                                                                                • Key points
                                                                                                                    • Figure 32: Places to buy bakery products, June 2014
                                                                                                                    • Figure 33: Comparison of places to buy bakery products, October 2012 vs June 2014
                                                                                                                  • High-end bakery products are getting popular
                                                                                                                      • Figure 34: Places to buy bakery products, by income, June 2014
                                                                                                                    • Distribution is key as consumers buy from multiple channels
                                                                                                                      • Figure 35: Number of places where consumers buy bakery products, June 2014
                                                                                                                    • Online channel yet to be explored
                                                                                                                    • The Consumer – Important Consideration Factors for Buying Bakery Products

                                                                                                                      • Key points
                                                                                                                          • Figure 36: Important consideration factors for buying bakery products, June 2014
                                                                                                                        • Taste and freshness come first
                                                                                                                          • Safety and health reassurance
                                                                                                                            • Marketing to different demographic groups
                                                                                                                              • Figure 37: Important consideration factors for buying bakery products, ‘No added additives’ and ‘Made from natural/organic ingredient’, by family status, June 2014
                                                                                                                              • Figure 38: Important consideration factors for buying bakery products, ‘Is the taste I like’, by demographics, June 2014
                                                                                                                          • The Consumer – Interest in New Product Features

                                                                                                                            • Key points
                                                                                                                              • People most like to pay for health-related innovations
                                                                                                                                • Figure 39: Interest in new product features, by all interested and conversion to pay, June 2014
                                                                                                                                • Figure 40: Interest in new product features, June 2014
                                                                                                                              • A wider interest in packaging innovations but lower willingness to pay
                                                                                                                                  • Figure 41: Interest in new product features, June 2014, by monthly personal income, June 2014
                                                                                                                              • The Consumer – Attitudes towards Bakery Products

                                                                                                                                • Key points
                                                                                                                                    • Figure 42: Selected attitudes towards bakery products, June 2014
                                                                                                                                  • Consumers want product information
                                                                                                                                    • Gap still exists across city tiers
                                                                                                                                        • Figure 43: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014
                                                                                                                                        • Figure 44: Selected attitudes towards bakery products, by city tiers, % of any disagreement, June 2014
                                                                                                                                      • Opportunities to grow bakery stores in tier two and three cities
                                                                                                                                          • Figure 45: Selected attitudes towards bakery products, by city tiers, % of any agreement, June 2014
                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                          • Figure 46: China’s bakery product market, Retail value sales, 2009-19
                                                                                                                                          • Figure 47: China’s bakery product market, Retail volume sales, 2009-19
                                                                                                                                      • Appendix – Market Segmentation

                                                                                                                                          • Figure 48: China’s bread market, Retail value sales, 2009-19
                                                                                                                                          • Figure 49: China’s cake market, Retail value sales, 2009-19
                                                                                                                                          • Figure 50: China’s pastry market, Retail value sales, 2009-19
                                                                                                                                          • Figure 51: China’s bread market, Retail volume sales, 2009-19
                                                                                                                                          • Figure 52: China’s cake market, Retail volume sales, 2009-19
                                                                                                                                          • Figure 53: China’s pastry market, Retail volume sales, 2009-19
                                                                                                                                      • Appendix - Changes in Bakery Products Consumption

                                                                                                                                          • Figure 54: Changes in bakery products consumption, June 2014
                                                                                                                                          • Figure 55: Changes in bakery products consumption– Any kind of bakery product, by demographics, June 2014
                                                                                                                                          • Figure 56: Changes in bakery products consumption– Bread, by demographics, June 2014
                                                                                                                                          • Figure 57: Changes in bakery products consumption– Cake, by demographics, June 2014
                                                                                                                                          • Figure 58: Changes in bakery products consumption– Pastry, by demographics, June 2014
                                                                                                                                          • Figure 59: Changes in bakery products consumption– Plain white bread, by demographics, June 2014
                                                                                                                                          • Figure 60: Changes in bakery products consumption– Grain bread, by demographics, June 2014
                                                                                                                                          • Figure 61: Changes in bakery products consumption– Fruit/nut bread, by demographics, June 2014
                                                                                                                                          • Figure 62: Changes in bakery products consumption– Bread with meat, by demographics, June 2014
                                                                                                                                          • Figure 63: Changes in bakery products consumption– French soft bread/rolls, by demographics, June 2014
                                                                                                                                          • Figure 64: Changes in bakery products consumption– Bread with filling, by demographics, June 2014
                                                                                                                                          • Figure 65: Changes in bakery products consumption– Cakes, by demographics, June 2014
                                                                                                                                          • Figure 66: Changes in bakery products consumption– Muffins, by demographics, June 2014
                                                                                                                                          • Figure 67: Changes in bakery products consumption– Donuts, by demographics, June 2014
                                                                                                                                          • Figure 68: Changes in bakery products consumption– Chinese pastries, by demographics, June 2014
                                                                                                                                          • Figure 69: Changes in bakery products consumption– Western pastries, by demographics, June 2014
                                                                                                                                      • Appendix - Occasions of Eating Bakery Products

                                                                                                                                          • Figure 70: Occasions of eating bakery products, June 2014
                                                                                                                                          • Figure 71: Most popular occasions of eating bakery products – Bread, by demographics, June 2014
                                                                                                                                          • Figure 72: Next most popular occasions of eating bakery products – Bread, by demographics, June 2014
                                                                                                                                          • Figure 73: Most popular occasions of eating bakery products – Cake, by demographics, June 2014
                                                                                                                                          • Figure 74: Next most popular occasions of eating bakery products – Cake, by demographics, June 2014
                                                                                                                                          • Figure 75: Most popular occasions of eating bakery products – Pastry, by demographics, June 2014
                                                                                                                                          • Figure 76: Next most popular occasions of eating bakery products – Pastry, by demographics, June 2014
                                                                                                                                      • Appendix - Places to Buy Bakery Products

                                                                                                                                          • Figure 77: Places to buy bakery products, June 2014
                                                                                                                                          • Figure 78: Most popular places to buy bakery products, by demographics, June 2014
                                                                                                                                          • Figure 79: Next most popular places to buy bakery products, by demographics, June 2014
                                                                                                                                        • Repertoire analysis
                                                                                                                                          • Figure 80: Repertoire of places to buy bakery products, June 2014
                                                                                                                                          • Figure 81: Repertoire of places to buy bakery products, by demographics, June 2014
                                                                                                                                      • Appendix - Important Consideration Factors for Buying Bakery Products

                                                                                                                                          • Figure 82: Important consideration factors for buying bakery products, June 2014
                                                                                                                                          • Figure 83: Most popular important consideration factors for buying bakery products – Rank 1, by demographics, June 2014
                                                                                                                                          • Figure 84: Next most popular important consideration factors for buying bakery products – Rank 1, by demographics, June 2014
                                                                                                                                          • Figure 85: Most popular important consideration factors for buying bakery products – Rank 2, by demographics, June 2014
                                                                                                                                          • Figure 86: Next most popular important consideration factors for buying bakery products – Rank 2, by demographics, June 2014
                                                                                                                                          • Figure 87: Most popular important consideration factors for buying bakery products – Rank 3, by demographics, June 2014
                                                                                                                                          • Figure 88: Next most popular important consideration factors for buying bakery products – Rank 3, by demographics, June 2014
                                                                                                                                          • Figure 89: Important consideration factors for buying bakery products, by most popular places to buy bakery products, June 2014
                                                                                                                                          • Figure 90: Important consideration factors for buying bakery products, by next most popular places to buy bakery products, June 2014
                                                                                                                                      • Appendix - Interest in New Product Features

                                                                                                                                          • Figure 91: Interest in new product features, June 2014
                                                                                                                                          • Figure 92: Interest in new product features – Containing healthy plant-based ingredients, by demographics, June 2014
                                                                                                                                          • Figure 93: Interest in new product features – Fortification with vegetables/fruits, by demographics, June 2014
                                                                                                                                          • Figure 94: Interest in new product features – Added nourishing Chinese medicine ingredients with health credentials, by demographics, June 2014
                                                                                                                                          • Figure 95: Interest in new product features – With additional healthy benefits, by demographics, June 2014
                                                                                                                                          • Figure 96: Interest in new product features – Meat-flavoured innovations, by demographics, June 2014
                                                                                                                                          • Figure 97: Interest in new product features – Usage of exotic flavours innovations, by demographics, June 2014
                                                                                                                                          • Figure 98: Interest in new product features – Introducing alternative bread formats, by demographics, June 2014
                                                                                                                                          • Figure 99: Interest in new product features – Offering bakery products as food pairing or meal combo deals, by demographics, June 2014
                                                                                                                                          • Figure 100: Interest in new product features – Packaging suitable for on the go, by demographics, June 2014
                                                                                                                                          • Figure 101: Interest in new product features – Multipack for family, by demographics, June 2014
                                                                                                                                      • Appendix - Attitudes towards Bakery Products

                                                                                                                                          • Figure 102: Attitudes towards bakery products, June 2014
                                                                                                                                          • Figure 103: Agreement with the statement ‘I am concerned about bakery products’ negative influence on health’, by demographics, June 2014
                                                                                                                                          • Figure 104: Agreement with the statement ‘I am concerned about the food safety of bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 105: Agreement with the statement ‘Chinese-style food is a better choice for breakfast than bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 106: Agreement with the statement ‘Bakery products are not as filling as other staples, by demographics, June 2014
                                                                                                                                          • Figure 107: Agreement with the statement ‘Other western-style food are a better choice for breakfast than bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 108: Agreement with the statement ‘I would like to see more bakery products with ingredients designed for specific groups’, by demographics, June 2014
                                                                                                                                          • Figure 109: Agreement with the statement ‘I prefer own-label bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 110: Agreement with the statement ‘I prefer fresh-made bakery products from a bakery store than packaged bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 111: Agreement with the statement ‘I am willing to pay more for premium bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 112: Agreement with the statement ‘Manufactures of bakery products should provide more information on the pack’, by demographics, June 2014
                                                                                                                                          • Figure 113: Agreement with the statement ‘I would like to see more promotional offers of bakery products’, by demographics, June 2014
                                                                                                                                          • Figure 114: Agreement with the statement ‘I would like to see more dining-in options in in-store bakeries’, by demographics, June 2014
                                                                                                                                          • Figure 115: Agreement with the statement ‘I would like to see more convenient channels selling bakery products’, by demographics, June 2014

                                                                                                                                      Companies Covered

                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                      Bakery Products - China - September 2014

                                                                                                                                      £3,170.69 (Excl.Tax)