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Biscuits, Cookies and Crackers - China - March 2014

The biscuit market has been growing steadily over the past few years and this trend is expected to continue. Consumption is going to increase supported by the development of modern distribution channels together with the continuous urbanisation movement. Even faster value growth is foreseen, taking into consideration Chinese consumers’ increased spending power and their continuous pursuit of higher-quality food.

Product innovation is key to business growth, since consumers are open towards different types of biscuits and are eager to try new products. Healthy and indulgent are the two key areas for product innovation as they are the main purchase drivers.”

– Laurel Gu, Senior Research Analyst

In this report, we answer the key questions:

  • What is the current status of the biscuits, cookies and crackers market in China and what are the drivers of and barriers to growth?
  • Who are the leading and upcoming companies in the market and what are their strengths and areas of opportunities?
  • What are Chinese consumers’ behaviours and attitudes in the biscuit market?
  • Where are the key areas for business growth and how can manufacturers grab the opportunities presented by current market trends?
  • What are the potential barriers for the future growth and how should manufacturers react to overcome these obstacles?
China’s biscuit market is expected to continue to grow at a steady pace in the next five years. In addition to meeting consumers’ growing desire for indulgence on different occasions, manufacturers will also focus on developing new products which offer safety assurance, health fortifications and convenience of usage.

 

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Total China biscuit market retail, by volume, 2008-18
                  • Figure 2: Total China biscuit market retail, by value, 2008-18
                  • Figure 3: Total China biscuits retail sales and share, by volume (000tonnes) and value (RMB Bn), by segment, 2013
                • Companies and brands
                  • Figure 4: Top biscuits companies in China, volume share, 2012 and 2013
                  • Figure 5: Top biscuits companies in China, value share, 2012 and 2013
                • The consumer
                  • Usage of and preference towards different types of biscuits
                    • Figure 6: Frequency of eating different types of biscuits, December 2013
                  • Occasions for eating biscuits
                    • Figure 7: Occasions for eating biscuits, December 2013
                  • Important factors when purchasing biscuits
                    • Figure 8: Important factors when purchasing biscuits, December 2013
                  • Biscuit purchase and usage habits
                    • Figure 9: Biscuit purchase and usage habits, December 2013
                  • Attitudes towards biscuits
                    • Figure 10: Attitude towards biscuits, December 2013
                  • Key trends
                    • Exploring new flavours
                      • Capitalise on the healthy eating trend
                        • High-satiety products key to growth in savoury biscuit segment
                          • What we think
                          • The Market

                            • Key points
                              • Market size and forecast
                                • China’s biscuit market is growing steadily
                                  • Figure 11: China biscuit market, retail volume and value sales, 2008-18
                                • There is room for further increase in biscuit consumption
                                  • Figure 12: Top 10 biscuit markets, by annual per capita volume consumption (KG), retail only, 2013
                                • Growth is forecast to continue
                                  • Figure 13: Total China biscuit market retail, by volume, 2008-18
                                  • Figure 14: Total China biscuit market retail, by value, 2008-18
                                • Market segmentation
                                  • By purpose of usage
                                    • By taste
                                      • Figure 15: Volume and value of China biscuit market, by segment, 2008-13
                                    • Market drivers and barriers
                                      • Drivers
                                        • Figure 16: Annual growth in GPD and income (urban/rural residents), China, 2006-13
                                      • Potential barrier
                                      • Companies and Brands

                                        • Key points
                                          • Brand share
                                            • Figure 17: Leading companies’ market shares in the China retail biscuit market, by volume, 2011-13
                                            • Figure 18: Leading companies’ market shares in the China retail biscuit market, by value, 2011-13
                                          • Advertising and innovation
                                            • Interaction and engagement with kids
                                              • Figure 19: Examples of biscuit innovations positioned for children 5-8, China, 2013-14
                                            • Fusion of biscuits and other snacks
                                              • Figure 20: Examples of biscuit innovations using other snacking food as ingredients, China, 2013-14
                                            • Companies
                                              • Mondelēz International, Inc.
                                                • Tingyi Holdings Ltd.
                                                  • Nestlé S.A.
                                                    • Guangdong Jiashili Food Group Co., Ltd.
                                                      • Garden Food Trade Co., Ltd.
                                                        • Want Want China Holdings Limited
                                                          • Shanghai Ezaki Glico Foods Co., Ltd.
                                                          • The Consumer – Usage of and Preference Towards Different Types of Biscuits

                                                            • Key points
                                                              • Consumers are used to eating different types of biscuits
                                                                  • Figure 21: Frequency of eating different types of biscuits, December 2013
                                                                  • Figure 22: Types of biscuits consumers are most interested in having, December 2013
                                                                  • Figure 23: Types of biscuits consumers are most interested in having, by gender and age, December 2013
                                                              • The Consumer – Occasions for Eating Biscuits

                                                                • Key points
                                                                  • Consumers eat biscuits on a variety of occasions and for different purposes
                                                                      • Figure 24: Occasions for eating biscuits, December 2013
                                                                      • Figure 25: Occasions for eating biscuits, by income and city tier, December 2013
                                                                  • The Consumer – Important Factors When Purchasing Biscuits

                                                                    • Key points
                                                                      • Taste is the most important purchase driver, followed by safety and health
                                                                          • Figure 26: Important factors when purchasing biscuits, December 2013
                                                                          • Figure 27: Important factors when purchasing biscuits, by age, December 2013
                                                                          • Figure 28: Important factors when purchasing biscuits, by income and city tier, December 2013
                                                                      • The Consumer – Biscuit Purchase and Usage Habits

                                                                        • Key points
                                                                          • Biscuits are commonly bought for sharing
                                                                              • Figure 29: Biscuit purchase and usage habits, December 2013
                                                                            • Scope to increase the usage of biscuits as a gift
                                                                                • Figure 30: Festive food bought as a gift in the past 12 months, June 2013
                                                                                • Figure 31: Biscuit purchase and usage habit, by income and city tier, December 2013
                                                                            • The Consumer – Attitudes Towards Biscuits

                                                                              • Key points
                                                                                • Consumers look for new and indulgent biscuits
                                                                                  • Demand for healthy biscuits grows
                                                                                    • Safety concerns are yet to be eliminated
                                                                                        • Figure 32: Attitudes towards biscuits, December 2013
                                                                                        • Figure 33: Attitudes towards biscuits, by income and city tier, December 2013
                                                                                    • Key Issue – Exploring New Flavours

                                                                                      • Key points
                                                                                        • Scope for flavour innovations
                                                                                          • Figure 34: New biscuit flavour components, China, 2011-14 (February)
                                                                                        • Opportunities for exotic flavours
                                                                                          • Figure 35: Agreement with the statement “I like to try food and drink product in new exotic flavours”, by demographics, China, December 2012
                                                                                          • Figure 36: Types of cuisine eaten at full-service restaurants in the past 12 months, August 2012
                                                                                        • Experimentation with complex flavours
                                                                                          • Adapting dish flavours for savoury biscuits
                                                                                            • Figure 37: Examples of dish flavoured biscuits, US
                                                                                          • Adapting dessert flavours to sweet biscuits
                                                                                            • What does it mean?
                                                                                            • Key Issue – Capitalise on the Healthy Eating Trend

                                                                                              • Key points
                                                                                                • Addressing consumers’ health concerns is key to future growth of the biscuit market
                                                                                                  • Natural ingredients to provide health-enhancing benefits
                                                                                                    • Figure 38: Ingredients consumers are most likely to choose, China, December 2012
                                                                                                  • Fortifying benefits
                                                                                                    • Suitable for those suffering from chronic diseases
                                                                                                      • Energy-boosting properties
                                                                                                        • Beauty and weight control benefits
                                                                                                          • Natural sweeteners to improve safety perceptions
                                                                                                            • What does it mean?
                                                                                                            • Key Issue – High-satiety Products Key to Growth in Savoury Biscuit Segment

                                                                                                              • Key points
                                                                                                                • Savoury biscuit segment is growing at a slower pace
                                                                                                                  • Figure 39: Proportion of new product launches in the China biscuit market, by sub-category, 2009-13
                                                                                                                • Growing savoury biscuits through emphasising “high satiety”
                                                                                                                  • Growing savoury biscuits through emphasising “healthiness”
                                                                                                                    • Figure 40: New biscuit health-related claims, by sub-category in selected markets, % amongst total new product launches, Jan 2012- Mar 2014
                                                                                                                  • What does it mean?
                                                                                                                  • Appendix – Market Size

                                                                                                                      • Figure 41: China biscuit market, retail volume and value sales, 2008-18
                                                                                                                      • Figure 42: China biscuit market, retail volume and value sales, by segment, 2008-18
                                                                                                                  • Appendix – Frequency of Eating Different Types of Biscuits

                                                                                                                      • Figure 43: Frequency of eating different types of biscuits, December 2013
                                                                                                                      • Figure 44: Frequency of eating different types of biscuits, December 2013
                                                                                                                  • Appendix – Types of Biscuits Consumers Are Most Interested in Having

                                                                                                                      • Figure 45: Types of biscuits consumers are most interested in having, December 2013
                                                                                                                      • Figure 46: Most popular types of biscuits consumers are most interested in having, by demographics, December 2013
                                                                                                                      • Figure 47: Next most popular types of biscuits consumers are most interested in having, by demographics, December 2013
                                                                                                                      • Figure 48: Other types of biscuits consumers are most interested in having, by demographics, December 2013
                                                                                                                  • Appendix – Occasions for Eating Biscuits

                                                                                                                      • Figure 49: Occasions for eating biscuits, December 2013
                                                                                                                      • Figure 50: Most popular occasions for eating biscuits, by demographics, December 2013
                                                                                                                      • Figure 51: Next most popular occasions for eating biscuits, by demographics, December 2013
                                                                                                                  • Appendix – Important Factors When Purchasing Biscuits

                                                                                                                      • Figure 52: Important factors when purchasing biscuits, December 2013
                                                                                                                      • Figure 53: Most popular important factors when purchasing biscuits – Rank 1, by demographics, December 2013
                                                                                                                      • Figure 54: Next most popular important factors when purchasing biscuits – Rank 1, by demographics, December 2013
                                                                                                                      • Figure 55: Other important factors when purchasing biscuits – Rank 1, by demographics, December 2013
                                                                                                                  • Appendix – Biscuit Purchase and Usage Habits

                                                                                                                      • Figure 56: Biscuit purchase and usage habit, December 2013
                                                                                                                      • Figure 57: Most popular biscuit purchase and usage habits, by demographics, December 2013
                                                                                                                      • Figure 58: Next most popular biscuit purchase and usage habits, by demographics, December 2013
                                                                                                                  • Appendix – Attitudes Towards Biscuits

                                                                                                                      • Figure 59: Attitudes towards biscuits, December 2013
                                                                                                                      • Figure 60: Agreement with the statement ‘Eating fewer biscuits is beneficial for weight control’, by demographics, December 2013
                                                                                                                      • Figure 61: Agreement with the statement ‘Biscuits are a good replacement to staple food when trying to lose weight’, by demographics, December 2013
                                                                                                                      • Figure 62: Agreement with the statement ‘Biscuits are a nice treat to have’, by demographics, December 2013
                                                                                                                      • Figure 63: Agreement with the statement ‘I would like to be the first to try a new biscuit product’, by demographics, December 2013
                                                                                                                      • Figure 64: Agreement with the statement ‘It is sociable to share biscuits with others’, by demographics, December 2013
                                                                                                                      • Figure 65: Agreement with the statement ‘Biscuits of international brands are safer to eat than China’s own brands’, by demographics, December 2013
                                                                                                                      • Figure 66: Agreement with the statement ‘Imported biscuits taste better than domestically produced ones’, by demographics, December 2013
                                                                                                                      • Figure 67: Agreement with the statement ‘Biscuits in an appealing package are worth paying more for’, by demographics, December 2013
                                                                                                                      • Figure 68: Agreement with the statement ‘Biscuits with fortified nutrients are worth paying more for’, by demographics, December 2013
                                                                                                                      • Figure 69: Agreement with the statement ‘Biscuits with unique fillings/coatings are worth paying more for’, by demographics, December 2013
                                                                                                                      • Figure 70: Agreement with the statement ‘Biscuits with lower energy are worth paying more for’, by demographics, December 2013

                                                                                                                  Companies Covered

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

                                                                                                                  Biscuits, Cookies and Crackers - China - March 2014

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