China Packaged Bakery Foods Market Report 2021
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Report Summary
“Consumers have a great interest in the healthy attributes of packaged bakery products, especially in their freshness, nutrition, and ingredients. Packaged bakery products will be increasingly segmented according to different wellbeing needs for specific consumer groups. The demand for children’s health and weight management significantly impacts consumers’ preferences and selection of packaged bakery products. Further specialisation to meet consumers’ increasingly specific and distinctive needs can fill market opportunities.”
– Rika Huang, Analyst
Key issues covered in this report
- Market overview and performances of leading players in 2020
- Impact of consumers’ lifestyle and diet habit changes
- New product trends and marketing activities of emerging brands
- Consumer perceptions about different shelf-life packaged bakery products
- Opportunities in segmented consumer demographic groups
Table of Contents
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Overview
- What you need to know
- Key issues covered in this report
- Covered in this report
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- Figure 1: Definition of low/middle/high personal income groups, by city tier
- What you need to know
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Executive Summary
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- The market
- Market to maintain steady growth
- Figure 2: Forecast of market value of packaged bakery products, China, 2021
- Changing health attitudes and pace of life brings opportunity
- Companies and brands
- Highly fragmented market with leading players shrinking
- Competitive edge lies in building strong SKUs for emerging brands
- Figure 3: Leading companies’ value share of packaged bakery products, China 2019-20
- The consumer
- Short shelf-life packaged bakery in the spotlight
- Figure 4: Impact of COVID-19 on consumption, 2021
- Fresh, delicious and clean label are typical images of short shelf-life products
- Figure 5: Perception of short shelf-life bakery products, 2021
- Indulgent packaged bakery products are less favoured
- Figure 6: Consumption trends, 2021
- Product attributes take precedence over word of mouth
- Figure 7: Purchase factors, 2021
- Creamy and fluffy are safe choices, trendy tastes can be highlighted with ingredients and sensation
- Figure 8: Taste preferences, 2021
- Consumers skew towards added ingredients for tasty
- Figure 9: Attitudes towards taste and healthy innovation, 2021
- What we think
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Issues and Insights
- Specialising in children’s packaged bakery with fun and nutrition
- The facts
- The implications
- Figure 10: Holiland × Little Pony Airy Cheesecake, China, 2020
- Figure 11: Kracie DIY Candy for Kids Taiyaki & Odango, Japan, 2021
- Traditional pastries are sources of product innovation
- The facts
- The implications
- Figure 12: Xuan Ma Low-Sugar Egg Yolk Puff, China, 2020
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- Figure 13: Top 10 flavours of packaged bakery products launches, China, July 2016 – June 2021
- Figure 14: Examples of Chinese pastry products, China, 2021
- Figure 15: Lu Xi He Chilled Mung Bean Cake, China, 2021
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- Figure 16: Cycle&Cycle × Häagen-Dazs icy bread, China, 2020
- Wholegrain bakery products can serve as a staple food replacement
- The facts
- The implications
- Specialising in children’s packaged bakery with fun and nutrition
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Market Size and Forecast
- Market value will continue to trend upwards
- Figure 17: Forecast of market value of packaged bakery products, China, 2021
- Figure 18: Market value of bread/bread products and cakes/pastries/sweet foods, China, 2015-20
- Market value will continue to trend upwards
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Market Factors
- Concerns around overweight imply dietary adjustments
- Short shelf-life packaged bakery products squeeze the consumption of freshly made bakery products
- Busy working mornings bring opportunity
- Concerns around overweight imply dietary adjustments
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Market Share
- Dali retains leading position but continues shrinking
- Toly’s reliance on offline channels hinders growth
- Figure 19: Product preference at different channels for short and medium/long shelf-life, 2021
- Orion’s product innovation fuels sales growth
- Figure 21: Leading companies’ value share of packaged bakery products, China 2019-20
- Dali retains leading position but continues shrinking
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Marketing Activities
- Premiumisation through external co-branding and internal upgrading
- Co-brand with premium brands
- Figure 22: Hema co-branding with Daddy Sweety Jungle Banana Toast, China, 2020
- Figure 23: Price of Daddy Sweety Bakery Houses Products, China, 2021
- Utilise quality raw materials to bolster authenticity
- Figure 24: Holiland Grape Soft Toast, China, 2020
- Figure 25: FamilyMart Japanese Raw Toast, China, 2021
- Single SKU and strong brand IP arouse consumers’ awareness
- Figure 26: Image of IP from Xiao Bai Xin Li Ruan, China, 2020
- Figure 27: Social media account of IP Xuan Ma Xiao Su Su, China, 2021
- Convenience stores adopting trendy bakery products for themselves
- Figure 28: Examples of FamilyMart dessert, China, 2021
- Premiumisation through external co-branding and internal upgrading
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New Product Trends
- Wholewheat bread becomes key carrier of healthy claims
- Figure 29: Trend of wholegrain and related claims, China, 2021
- Figure 30: Examples of healthy diet brands communicate real wholewheat claim, China, 2021
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- Figure 31: Examples of wholewheat products, China, 2021
- Flour revolution for low-carbohydrates
- Figure 32: Examples of packaged bakery with flour alternatives, China, 2021
- Figure 33: Topvalu Hitotoki Sweets Oishisa To Toshitsu No Balance Maple Doughnut, Japan, 2020
- Being better-for-you by fortifying nutrition
- Figure 34: Examples of packaged bakery products with fortified nutrition, China, 2021
- Wholewheat bread becomes key carrier of healthy claims
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Impact of COVID-19 on Consumption
- COVID-19 triggers more consumption of short shelf-life bakery products
- Figure 35: Impact of COVID-19 on consumption, 2021
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- Figure 36: Hema ri ri xian sea salt bread, China, 2019
- Children drive household consumption of freshness
- Figure 37: Impact of COVID-19 on consumption – consumers who have eaten more, by marital status, 2021
- Youngsters prefer medium/long shelf-life products
- Figure 38: Impact of COVID-19 on consumption – consumers who have eaten more, by age group, 2021
- COVID-19 triggers more consumption of short shelf-life bakery products
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Perception of Short Shelf-life Bakery Products
- Fresh, delicious and clean label are prevalent perceptions
- Figure 39: Perception of short shelf-life bakery products, 2021
- Stimulating sensations through marketing
- Figure 40: Perception of short shelf-life bakery products with good smell, by age group, 2021
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- Figure 41: KFC’s promotion for pickle chicken sandwich, China, 2021
- Figure 42: Examples of Tous Les Jours cooperation with ASMR influencers, China, 2021
- Short shelf-life represents good quality products for consumers with kids
- Figure 43: Perception of short shelf-life bakery products, by marital status, 2021
- Young consumers worry about food waste
- Figure 44: Perception of short shelf-life bakery products on selected perception, by age group, 2021
- Fresh, delicious and clean label are prevalent perceptions
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Consumption Trends
- Packaged cakes and pastries are cooling down
- Figure 45: Consumption trends, 2021
- Consumption frequency of bread with fillings fluctuating
- Figure 46: Consumption trends – haven’t eaten it in the last 3 months for bread with fillings, by age groups, 2021
- Packaged cakes and pastries are cooling down
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Purchase Factors
- Freshly baked flavours worth communicating
- Figure 47: Purchasing factors, 2021
- Product attributes are prioritised over word of mouth
- High-tier cities and people over 30 pay more attention to nutritional value
- Figure 48: Purchase factors for nutritional value, by city tier, 2021
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- Figure 49: Purchase factor for nutritional value, by age group, 2021
- Freshly baked flavours worth communicating
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Taste Preferences
- Creamy and fluffy have the highest acceptance rates
- Figure 50: Taste preferences, 2021
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- Figure 51: Examples of different product innovation around creamy or fluffy taste, 2021
- Glutinous and refreshingly sweet are booming
- Figure 52: Examples of popularity of glutinous taste on social media, China, 2021
- Figure 53: Taste preferences of not selected for refreshingly sweet, by city tier, 2021
- Creamy and fluffy have the highest acceptance rates
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Attitudes Towards Taste and Healthy Innovation
- Added ingredients win consumers’ affinity in taste
- Figure 54: Attitudes towards taste and healthy innovation, 2021
- Natural ingredients represent good flavour
- Figure 55: Attitude towards taste and healthy innovation – would make the product more delicious for added fruit, by city tier, 2021
- Figure 56: Lotte Omotenashi Choco Pie Amaou Strawberry Chocolate Cake Pie, China, 2021
- Sugar reduction seen to be at the expense of taste
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- Figure 57: Attitudes towards taste and healthy innovation – would make the product less tasty for sugar related innovation, by age groups, 2021
- Probiotics can be tasty
- Figure 58: Attitudes towards taste and healthy innovation – would make the product more tasty for added probiotics, by personal income and generation groups, 2021
- Wholewheat arouses concerns about taste
- Figure 59: Attitudes towards taste and healthy innovation – would make the product less tasty for made with whole wheat, by gender and age, 2021
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- Figure 60: Examples of improved fermentation technique, China, 2021
- Added ingredients win consumers’ affinity in taste
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Appendix – Market Size and Forecast
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- Figure 61: Total retail value sales and forecast of packaged Bakery products, China, 2015-2025
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Data
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