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Biscuits, Cookies and Crackers - China - March 2015

“China’s biscuit market is relatively well established with an estimated volume size of 3.1 million tonnes in 2014, representing a slower annual growth of 6.5% from 2013-14. The biscuit market faces strong competition from other snack categories such as salty snacks, chocolate and sugar and gum confectioneries. Growth opportunities come from increasing biscuit usage at less common occasions and encouraging consumers to trade up.

Chinese consumers are becoming more demanding and it is no longer easy for any brand to remain attractive to every consumer in the market. Rather than trying to please the general public, brands should target specific consumer groups in their product design and marketing communications to create standout and appeal to certain groups.”
– Hao Qiu, Research Analyst

This report answers the following key questions:

  • Do men have a sweeter tooth than women?
  • How to use savoury biscuits to increase usage at on-the-go occasions?
  • Is biscuit with food therapy concept a trend to sustain or a fad?
Although not many men shout out ‘I love sweet snacks’, from their consumption behaviour of biscuits, men are even more in favour of sweet flavour than women, presenting opportunities for biscuit brands to better appeal to male consumers via marketing communications, packaging and product innovations.

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Market size and forecast
                  • Figure 1: Retail market volume size of biscuits, China, 2009-19
                  • Figure 2: Retail market value size of biscuits, China, 2009-19
                • Market segmentation
                  • Figure 3: Volume share of total biscuits retail market, by segment, 2014
                • Companies and brands
                  • Figure 4: Value share of biscuits retail market, by company, China, 2013 and 2014
                • The consumer
                  • Favourite biscuit brand
                    • Figure 5: Favourite biscuit brand, November 2014
                  • Average monthly spending on biscuits
                    • Figure 6: Average monthly spending on biscuits, November 2014
                  • Consumer perceptions of savoury and sweet biscuits
                    • Figure 7: Consumer perceptions of savoury and sweet biscuits, November 2014
                  • Interest in biscuit flavours
                    • Figure 8: Interest in biscuit flavours, November 2014
                  • Important factors in buying biscuits as a gift
                    • Figure 9: Important factors in buying biscuits as a gift, November 2014
                  • Attitudes towards and purchase behaviours of biscuits
                    • Figure 10: Attitudes towards and purchase behavious of biscuits, November 2014
                  • Key issues
                    • Do men have a sweeter tooth than women?
                      • How to use savoury biscuits to increase usage at on-the-go occasions?
                        • Is biscuit with food therapy concept a trend to sustain or a fad?
                          • What we think
                          • Issues and Insights

                              • Do men have a sweeter tooth than women?
                                • The facts
                                  • The implications
                                      • Figure 11: Examples of biscuit innovations with functional benefits, US and Brazil, 2013-14
                                      • Figure 12: Examples of sweet biscuits targeting men, France, Australia and Portland, 2012-14
                                    • How to use savoury biscuits to increase usage at on-the-go occasions?
                                      • The facts
                                        • The implications
                                            • Figure 13: Example of cereal bar packaging innovation that is easy to open, France, 2013
                                          • Is biscuit with food therapy concept a trend to sustain or a fad?
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Minimise Me
                                                    • Sense of Intense
                                                      • Make it Mine
                                                          • Figure 14: Examples of candy kit that can be customised with a candy writing pen, Canada, 2014
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Growth opportunities come from increasing usage at less common occasions and consumers trading up
                                                            • Figure 15: Biscuits retail market volume and value sizes, China, 2009-14
                                                          • Biscuit market feels pressure from other snacks categories
                                                            • Figure 16: Retail market volume growth, by snack category, China, 2010-14
                                                          • Value growth greatly slowed down in 2014 due to a steadier price rise
                                                            • Figure 17: Growth rate of producer price index of selected crops, China, 2010-13
                                                          • Key market drivers
                                                            • Consumers’ strong willingness to trade up to more premium imported variants
                                                              • Figure 18: Imported biscuits, by volume, China, 2011-14
                                                              • Figure 19: Top five countries/regions that China imported most biscuits from, by volume, 2014
                                                            • Busier lifestyles of consumers lead to greater demand for biscuit consumption to fill hunger
                                                              • The fast-growing online retailing enables smaller brands to reach more consumers in lower tier cities
                                                                • Market volume size forecast to grow at steady pace
                                                                  • Figure 20: Retail market volume size of biscuits, China, 2009-19
                                                                  • Figure 21: Retail market value size of biscuits, China, 2009-19
                                                                • Forecast methodology
                                                                • Market Segmentation

                                                                  • Key points
                                                                    • Sweet biscuits held greater share in the market
                                                                      • Figure 22: Volume share of total biscuits retail market, by segment, 2014.
                                                                    • A shift in consumer demand towards snacking led to more active NPD in sweet biscuits
                                                                      • Figure 23: Biscuits retail market volume sizes, by segment, China, 2009-14
                                                                    • Sweet biscuit market is expected to grow slightly faster leveraging its advantage over indulgent snacking
                                                                      • Figure 24: Biscuits retail market volume sizes, by segment, China, 2014-19
                                                                  • Market Share

                                                                    • Key points
                                                                      • The biscuit market is quite fragmented
                                                                        • Figure 25: Value and volume share of biscuits retail market, by company, China, 2013 and 2014
                                                                      • Mondelēz and Tingyi had a slump in shares signalling a declined consumer preference over sandwich biscuits
                                                                        • Orion came in third position in value share with more specific demographic targeting
                                                                          • Domestic brand Jiashili felt greater pressure from premium brands
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Consumers demand more flavoured biscuits
                                                                                • Figure 26: Share of top flavours of biscuits, China, February 2012-January 2015
                                                                              • Smaller unit pack size packaging takes a rise
                                                                                • Figure 27: Share of biscuits with small unit pack size, China, February 2011-January 2015
                                                                              • Coarse grain and wheat bran are emerging ingredients in biscuits
                                                                                • Figure 28: Share of biscuits claiming coarse grain and/or wheat bran, China, February 2012-January 2015
                                                                              • JZJT launched Hou Gu Biscuits, leveraging the popularity of TCM concept
                                                                                • Opportunities to develop biscuits with food therapy concept
                                                                                  • Oreo launched Delight Thin Series in China
                                                                                    • Oreo launched Red Velvet Sandwich Biscuit limited edition in the US for Valentine’s Day
                                                                                    • Companies and Brands

                                                                                      • Mondelēz International
                                                                                        • Latest developments
                                                                                          • Orion Group
                                                                                            • Latest developments
                                                                                              • Tingyi Holdings Limited
                                                                                                • Latest developments
                                                                                                  • Jiangzhong Group
                                                                                                    • Dali Group
                                                                                                      • Mayora Group
                                                                                                      • The Consumer – Favourite Biscuit Brand

                                                                                                        • Key points
                                                                                                          • Oreo has a clear lead in consumer preference, followed by Master Kong and Hao Chi Dian
                                                                                                            • Figure 29: Favourite biscuit brand, November 2014
                                                                                                            • Figure 30: Selected favourite biscuit brand, by gender and age, November 2014
                                                                                                          • Foreign brands are more favoured in tier one cities
                                                                                                            • Figure 31: Selected favourite biscuit brand, by city tier and region, November 2014
                                                                                                          • Local brands achieve higher preference in Southern cities like Guangzhou and Zhanjiang
                                                                                                            • Imported biscuit brands are more popular in tier one cities
                                                                                                            • The Consumer – Average Monthly Spending on Biscuits

                                                                                                              • Key points
                                                                                                                • Classification of consumer groups based on average spending and monthly household income
                                                                                                                  • Figure 32: Average monthly spending on biscuits, November 2014
                                                                                                                  • Figure 33: Definition of Low/Mid/High-MHI groups
                                                                                                                • Women in their 30s are most generous spenders
                                                                                                                  • Figure 34: Average monthly spending on biscuits, by gender and age and monthly household income, November 2014
                                                                                                                • Income drives biscuit spending
                                                                                                                  • Figure 35: Agreement on selected consumer purchase behaviours statements, by average monthly spending on biscuits, November 2014
                                                                                                                • Consumers in Chengdu, Zhanjiang and Guangzhou tend to spend more
                                                                                                                  • Figure 36: Average monthly spending on biscuits, by city, November 2014
                                                                                                              • The Consumer – Consumer Perceptions of Savoury and Sweet Biscuits

                                                                                                                • Key points
                                                                                                                  • Sweet biscuit market needs to catch up with healthier variants
                                                                                                                    • Figure 37: Consumer perceptions of savoury and sweet biscuits, November 2014
                                                                                                                    • Figure 38: Share of new biscuit product launches, by segment, China, February 2014-January 2015
                                                                                                                    • Figure 39: Share of new product launches of sweet biscuits, China, UK and US, February 2014-January 2015
                                                                                                                  • Savoury biscuit is weaker in flavour variety and dry taste
                                                                                                                    • Use different flavour type to capitalise hunger-filling occasion by city tier
                                                                                                                        • Figure 40: Agreement on “suitable for filling hunger”, by city tier, November 2014
                                                                                                                    • The Consumer – Interest in Biscuit Flavours

                                                                                                                      • Key points
                                                                                                                        • Chocolate and milk garner the highest level of interest
                                                                                                                          • Figure 41: Interest in biscuit flavours, November 2014
                                                                                                                          • Figure 42: Share of selected flavours in new product launches, China, Japan, UK and US, February 2013-January 2015
                                                                                                                        • Young consumers prefer fruit flavours while older consumers prefer nut flavours
                                                                                                                          • Figure 43: Interest in selected biscuit flavours, by age, November 2014
                                                                                                                        • Females are more interested in hazelnut, raspberry and caramel while males prefer milk and honey
                                                                                                                          • Figure 44: Interest in selected biscuit flavours, by gender, November 2014
                                                                                                                        • Peanut butter, hazelnut and raspberry can sustain higher price points
                                                                                                                          • Figure 45: Interest in selected biscuit flavours, by monthly personal income, November 2014
                                                                                                                      • The Consumer – Important Factors in Buying Biscuits as a Gift

                                                                                                                        • Key points
                                                                                                                          • Food safety, health benefits and brand are top consideration factors for gifting
                                                                                                                            • Figure 46: Important factors in buying biscuits as a gift, November 2014
                                                                                                                          • Different demographic groups value different product features
                                                                                                                            • Figure 47: Selected important factors in buying biscuits as a gift, by age, November 2014
                                                                                                                          • Over-35s are more conscious of naturalness
                                                                                                                            • Use premium ingredients to target the older gift buyers
                                                                                                                              • Young consumers in their 20s are more interested in customisation
                                                                                                                                • Play around with ingredients to premiumise the offering
                                                                                                                                  • Figure 48: Selected important factors in buying biscuits as a gift, by monthly personal income, November 2014
                                                                                                                              • The Consumer – Attitudes towards and Purchase Behaviours of Biscuits

                                                                                                                                • Key points
                                                                                                                                  • Make texture features clear in biscuit name and marketing
                                                                                                                                    • Figure 49: Attitudes towards biscuits, November 2014
                                                                                                                                  • Enhance taste perception of coarse grain and wheat bran biscuits
                                                                                                                                    • Make it “human”
                                                                                                                                      • Men in their 30s like sweet biscuits better
                                                                                                                                        • Figure 50: Agreement with “I prefer sweet biscuits to savoury ones”, by gender and age, December 2013 and November 2014
                                                                                                                                      • Buying from bakeries and cafés is more popular among young consumers aged 20-24
                                                                                                                                        • Figure 51: Purchase behaviours of biscuits, November 2014
                                                                                                                                      • Biscuits still considered a good gift option, particularly in Eastern and Southern regions
                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                          • Figure 52: Retail market volume size of biscuits, China, 2009-19
                                                                                                                                          • Figure 53: Retail market value size of biscuits, China, 2009-19
                                                                                                                                      • Appendix – Market Segmentation

                                                                                                                                          • Figure 54: Retail market volume size of savoury biscuits, China, 2009-19
                                                                                                                                          • Figure 55: Retail market volume size of sweet biscuits, China, 2009-19
                                                                                                                                          • Figure 56: Retail market value size of savoury biscuits, China, 2009-19
                                                                                                                                          • Figure 57: Retail market value size of sweet biscuits, China, 2009-19

                                                                                                                                      Companies Covered

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

                                                                                                                                      Biscuits, Cookies and Crackers - China - March 2015

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