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Biscuits, Cookies and Crackers - China - March 2016

“Their convenience and filling nature enable biscuits to be competitive within the breakfast occasion. Breakfast biscuits should focus on taste and nutritional richness. Consumers are drawn to breakfast biscuits with coatings/fillings and nuts/fruits bits.  Snack-like biscuits could take bold steps in flavour, colour and shape innovation.”

Karen Liu, Senior Research Analyst

This report looks at the following areas:

  • How biscuits tap into breakfast occasions
  • What types of snacking biscuits do people like?
  • Paring biscuits with drinks/other foods to create fusion experience

This Report examines China’s retail market for biscuits. Market size comprises sales through all retail channels including direct to consumers. Mintel divides the biscuit market into two segments:

  • Savoury biscuits: this includes crisp breads/crisp rolls, savoury rusks, savoury wafers, toasted breads and French toast and other savoury crackers.
  • Sweet biscuits: this includes sweet wafers, sandwich biscuits, chocolate biscuits, gingerbread, waffles, cookies, assortments and other sweet biscuits.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Executive Summary

          • The market
            • Figure 2: Total China biscuits market retail volume, 2010-20
            • Figure 3: Total China biscuits market retail value, 2010-20
          • Key players
            • Figure 4: Value share of top 10 companies, 2013-15
          • The consumer
            • Biscuits strongly associated with hunger filling, but are less competitive in offering health benefits
              • Figure 5: Perception towards different types of snacks, December 2015
            • Sandwich biscuits, cookies and waffles are most popular biscuits types
              • Figure 6: Usage of biscuits, December 2015
            • Hunger filling and snacking are key occasions to eat biscuits
              • Figure 7: Eating occasions of different types of biscuits, December 2015
            • Encouraging pairing eating overcomes the biscuits’ drawbacks
              • Figure 8: Eating habits, by consumers who claim “biscuits are too dry when eating”, December 2015
            • Breakfast biscuits should have a rich taste, be nutritional and low in calories
              • Figure 9: Ideal breakfast biscuits, December 2015
            • Imported biscuits win through better taste and higher quality
              • Figure 10: Attitudes towards imported biscuits, by usage of imported biscuits, December 2015
            • New flavours, colours and shapes of biscuits are expected
              • Figure 11: Attitudes towards biscuits innovation, by attitude towards biscuits, December 2015
            • What we think
            • Issues and Insights

              • How biscuits tap into breakfast occasions
                • The facts
                  • The implications
                    • Figure 12: Top 10 claims of new breakfast biscuits, China and global, 2013-15
                    • Figure 13: Top 10 flavours of new breakfast biscuits, China and global, 2013-15
                  • What types of snacking biscuits do people like?
                    • The facts
                      • The implications
                        • Figure 14: Biscuits launched by chocolate confectionary brands, UK, 2014
                      • Paring biscuits with drinks/other foods to create fusion experience
                        • The facts
                          • The implications
                            • Figure 15: Ezaki Glico Group and Kirin Beverage packs, Japan, 2015
                        • The Market — What You Need to Know

                          • The growth of the biscuits market is slowing down
                            • The market continues to grow at a CAGR of 5%
                              • Sweet biscuits segment drives the market growth
                                • Snack-like biscuits encourage premiumisation
                                  • Healthy eating trend hinders growth
                                  • Market Size and Forecast

                                    • The growth of biscuits market is slowing down
                                      • Figure 16: Retail market size of biscuits in China, 2010-15
                                    • The market is forecast to grow at a CAGR of 5%
                                      • Figure 17: Total China biscuits market retail volume, 2010-20
                                      • Figure 18: Total China biscuits market retail value, 2010-20
                                  • Market Drivers

                                    • Increasing disposable income
                                      • Figure 19: Per capita disposable income, China, 2010-14
                                    • Fast-moving lifestyles push city dwellers to seek convenient foods
                                      • Snack-like biscuits encourage premiumisation
                                        • Healthy eating trend drives consumers away from eating biscuits
                                        • Market Segmentation

                                          • Active new product development drives the shifting popularity of sweet biscuits
                                            • Figure 20: Value of biscuits market in China, by segment, 2010-15
                                          • Sweet biscuits segment continues to grow quicker
                                            • Figure 21: Value of sweet biscuits segment, 2010-20
                                            • Figure 22: Value of savoury biscuits segment, 2010-20
                                        • Key Players — What You Need to Know

                                          • China biscuits market is fragmented
                                            • Mondelēz tapping into breakfast market
                                              • Manufacturers are innovating in flavours, convenience and social media communication
                                              • Market Share

                                                • A fragmented market
                                                  • Figure 23: Value share of top 11 companies, 2013-15
                                                • Snack-like biscuits companies continue to gain share
                                                  • Mondelēz rebounded in 2015 after poor performance during 2012-14
                                                    • Cookies brands are dark horses
                                                    • Competitive Strategies

                                                      • Mondelēz tapping into breakfast market
                                                        • Figure 24: Examples of BelVita on-pack claim (mixed-berry flavour), China and global, 2015
                                                      • Top players strengthen execution
                                                        • Mondelēz invests in TV advertising and free sampling for BelVita
                                                          • Danisa surpassed Kjeldsens in sales in 2014 due to strong trade execution
                                                            • Foreign brands embrace E-commerce to enter China market
                                                            • Who’s Innovating?

                                                              • Manufacturers dedicated to increasing flavours
                                                                • Figure 25: Top 10 flavours of new biscuits, China, 2013-15
                                                                • Figure 26: Emerging flavours of biscuits, China, 2013-15
                                                              • Convenience features increase to fit fast-moving lifestyles
                                                                • Manufacturers invest in convenient packaging
                                                                  • Figure 27: Top 10 claims of new biscuits, China, 2013-15
                                                                  • Figure 28: Example of “convenient” biscuits, China, 2015
                                                                • On-the-go positioning calls for more launches
                                                                  • Figure 29: Top 10 countries of new biscuits with on-the-go claim, global, 2013-15
                                                                  • Figure 30: Biscuits with on-the-go claim, global, 2015
                                                                • Manufacturers leverage social media to get in touch with consumers
                                                                  • Snack-like biscuits are bold innovation globally
                                                                    • Dessert-inspired flavours invade
                                                                      • Figure 31: Dessert-inspired biscuits, global, 2015
                                                                    • New colours and shapes are eye-catching
                                                                      • Figure 32: Example of biscuits with unique shapes, Japan, 2015
                                                                      • Figure 33: Example of biscuits with unique colours, global, 2015
                                                                    • Breakfast biscuits could be filled/coated
                                                                      • Figure 34: Example of breakfast biscuits, global, 2015
                                                                    • Ancient grains are emerging ingredients
                                                                      • Figure 35: Example of biscuits containing ancient grains, global, 2015
                                                                  • The Consumer — What You Need to Know

                                                                    • Biscuits are evolving into snack foods
                                                                      • Occasion extension could drive more consumption
                                                                        • Encourage pairing eating methods
                                                                          • Breakfast biscuits should be rich in taste, full in nutrition and low in calories
                                                                          • Perception towards Different Types of Snacks

                                                                            • Biscuits strongly associated with filling up
                                                                              • Figure 36: Perception towards different types of snacks, December 2015
                                                                            • Consumers like the taste of biscuits
                                                                              • Biscuits are less competitive in delivering health benefits
                                                                              • Usage of Different Types of Biscuits

                                                                                • Sandwich biscuits, cookies and waffles are most popular biscuits types
                                                                                  • Figure 37: Usage of biscuits, December 2015
                                                                                • Females and young people explore unusual biscuits types
                                                                                  • Figure 38: Usage of biscuits, by gender and age, December 2015
                                                                                • Northern and Southern China eat more biscuits
                                                                                  • Figure 39: Usage of biscuits, by region, December 2015
                                                                              • Eating Occasions of Biscuits

                                                                                • Hunger filling and snacking are key occasions for eating biscuits
                                                                                  • Figure 40: Eating occasions of different types of biscuits, December 2015
                                                                                • Opportunities to extend eating occasions
                                                                                  • Figure 41: Eating occasions of different types of biscuits, by repertoire (one occasion), December 2015
                                                                              • Eating Methods of Biscuits

                                                                                • Dairy products are popular biscuits companions
                                                                                  • Figure 42: Eating methods of biscuits, December 2015
                                                                                  • Figure 43: Eating biscuits with dairy products, by cities, December 2015
                                                                                • Pairing biscuits with different types of drinks
                                                                                  • Figure 44: Eating methods of biscuits, by consumers who claim “biscuits are too dry when eating”, December 2015
                                                                                  • Figure 45: Eating biscuits with coffee, by cities, December 2015
                                                                                • Wealthy people eat biscuits with cheese and dipping sauces
                                                                                  • Figure 46: Eating biscuits with cheese and dip sauces, by income, December 2015
                                                                                  • Figure 47: Ritz Crackers 'n Cheese Dip by Kraft, Mexico, 2014
                                                                              • Ideal Breakfast Biscuits

                                                                                • Sweet and crispy biscuits are preferred
                                                                                  • Figure 48: Ideal breakfast biscuits, December 2015
                                                                                  • Figure 49: Ideal breakfast biscuits, by age, December 2015
                                                                                • Consumers favour biscuits with bits and fillings/coating
                                                                                  • Figure 50: Ideal breakfast, December 2015 (continued)
                                                                                  • Figure 51: Ideal breakfast, by age and gender groups, December 2015
                                                                                • Rich nutrition is wanted, but not high calories
                                                                                  • Figure 52: Ideal breakfast biscuits, December 2015 (continued)
                                                                                • Small packaging fits well with on-the-go eating occasions
                                                                                  • Figure 53: Ideal breakfast biscuits, December 2015 (continued)
                                                                              • Attitudes towards Biscuits

                                                                                • Imported biscuits win by better taste and higher quality
                                                                                  • Figure 54: Attitudes towards imported biscuits, by usage of imported biscuits, December 2015
                                                                                  • Figure 55: Top 10 flavours of biscuits, China and top popular imported countries, 2013-15
                                                                                • New flavours, colours and shapes of biscuits are expected
                                                                                  • Figure 56: Attitudes towards biscuits innovation, December 2015
                                                                                  • Figure 57: Attitudes towards biscuits innovation, by attitude towards biscuits, December 2015
                                                                              • Meet the Mintropolitans

                                                                                • Mintropolitans eat biscuits as treats
                                                                                  • Figure 58: Usage of biscuits, by consumer classification, December 2015
                                                                                • Mintropolitans eat biscuits with coffee and cheese
                                                                                  • Figure 59: Eating methods of biscuits, by consumer classification, December 2015
                                                                                • Mintropolitans favour buttery-tasting breakfast biscuits
                                                                                  • Figure 60: Preferred mouth feeling of ideal breakfast biscuits, by consumer classification, December 2015
                                                                              • Appendix – Market Size and Forecast

                                                                                  • Figure 61: Retail value sales of biscuits, by segment, 2010-20
                                                                                  • Figure 62: Retail volume of biscuits, by segment, 2010-20
                                                                              • Appendix — Market Segmentation

                                                                                  • Figure 63: Retail value sales of savoury biscuits, China, 2010-20
                                                                                  • Figure 64: Retail volume of savoury biscuits, China, 2010-20
                                                                                  • Figure 65: Retail value sales of sweet biscuits, China, 2010-20
                                                                                  • Figure 66: Retail volume of sweet biscuits, China, 2010-20
                                                                              • Appendix — Methodology and Abbreviations

                                                                                • Methodology
                                                                                  • Fan chart forecast
                                                                                    • Why Mintropolitans?
                                                                                      • Who are they?
                                                                                        • Figure 67: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                        • Figure 68: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                      • Abbreviations

                                                                                      Companies Covered

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

                                                                                      Biscuits, Cookies and Crackers - China - March 2016

                                                                                      £3,170.69 (Excl.Tax)