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Menu Insights - China - October 2015

“Standing out from the crowd is a phenomenon embraced especially by young consumers who are able to project their identity through avenues such as what they buy and eat.”
– Joshua Channon, China Analyst

This report will answer the following key questions:

  • Are coffee shops and dessert shops a threat to casual dining and fast food restaurants?
  • Are people becoming more open to cuisines from other regions of China?
  • What ingredients are perceived as being nutritious but boring?
  • What influences peoples’ perceptions of what constitutes a premium product?
  • What causes food safety concerns, and therefore where do opportunities for imports lie?
  • Is it more important for menus to guide consumer choice or build their confidence in the food’s safety and quality?

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Table of contents

  1. Introduction

      • Definition
        • Methodology
        • Executive Summary

            • The market
              • Figure 1: Total retail market value for coffee shops, fast food chains and restaurants, 2014
              • Figure 2: Retail market value of coffee shops in china, 2009-19
            • The consumer
              • Figure 3: Most visited restaurants in the last six months, June 2015
              • Figure 4: Most preferred types of Chinese cuisines, June 2015
              • Figure 5: Percentage of consumers’ most preferred meat or fish when dining out, June 2015
              • Figure 6: % of consumers’ perception of which meats and fish are of premium quality, June 2015
              • Figure 7: Respondents who have never eaten but would be interested in trying, June 2015
              • Figure 8: Consumers’ desired menu information, June 2015
          • Issues and Insights

            • Coffee shops and dessert shops are posing a threat to casual dining and fast food restaurants
              • The facts
                • The implications
                  • Coffee shops and dessert shops are not posing a threat to casual dining and fast food restaurants
                    • The facts
                      • The implications
                        • People are becoming more open to cuisines from other regions of China and are increasingly interested in customization, liberated by the freedom of choice
                          • The facts
                            • The implications
                              • Consumers are requiring menus to play a more varied role. In addition to the price, other information such as the nutritional benefits are desired
                                • The facts
                                  • The implications
                                  • Key Players – What You Need to Know

                                    • Who’s Innovating?

                                        • YUM! launches a premium restaurant
                                          • Gucci dining
                                            • 兔当家 (Rabbit Affairs) niche menu
                                              • Blue Frog
                                                • KFC’s Dragon Twister
                                                • The Consumer – What You Need to Know

                                                  • Trends in the Types of Restaurants Visited

                                                    • Are coffee shops and dessert shops a threat to casual dining and fast food restaurants?
                                                      • The popularity of coffee shops positively correlates with development
                                                        • Figure 9: Categories of restaurants
                                                        • Figure 10: Coffee shops visited more in the six months to June 2015, by location
                                                        • Figure 11: Coffee shops visited less often in the six months to June 2015, by location
                                                      • Visiting coffee shops is common amongst parents
                                                        • Figure 12: Coffee and dessert shop visits from those respondents with children (percentage point difference when compared with the average), June 2015
                                                        • Figure 13: Sweet and sour preference, by monthly personal income, June 2015
                                                      • Adapting to the Chinese market
                                                        • Coffee shops tap into the desire for healthy lifestyles
                                                          • Organic foods and Mintel’s Extend My Brand Trend
                                                            • Figure 14: Interest in the origin of products, by monthly household income, June 2015
                                                          • How will the anti-extravagance campaign affect coffee shops’ opportunities?
                                                            • The coffee shop experience
                                                              • Healthy opportunities for dessert restaurants
                                                                • Figure 15: Consumers who have visited dessert shops more in the last 6 months, June 2015
                                                                • Figure 16: Consumers who have visited dessert shops more in the last 6 months in relation to city, June 2015
                                                              • The rise of Chinese fast food
                                                                • Figure 17: Consumers who visited Chinese fast food restaurants more in the last six month, June 2015
                                                                • Figure 18: Consumers who visited foreign fast food restaurants more in the last six month, June 2015
                                                              • The rise of barbecue and grill houses
                                                                • Figure 19: Consumers who visited barbecue/grill houses more in the last 6 months, June 2015
                                                            • Regional Cuisines

                                                              • Are consumers becoming more open to cuisines from other regions of China?
                                                                • Figure 20: Most preferred types of Chinese cuisines, June 2015
                                                                • Figure 21: Preferences of flavours, June 2015
                                                              • The ‘Make it Mine’ Trend
                                                                • Sense of the Intense
                                                                  • Vegetarianism
                                                                  • Meats and Fish

                                                                    • What are Chinese consumers’ preferences and national trends for meat and fish?
                                                                      • Figure 22: Consumers’ perceptions of meat and fish, June 2015
                                                                      • Figure 23: Preferred choice of meat, by monthly personal income, June 2015
                                                                      • Figure 24: Concern over food safety, by monthly personal income, June 2015
                                                                      • Figure 25: Appreciation of nutritional quality, by monthly personal income, June 2015
                                                                      • Figure 26: Meat and fish perception map
                                                                  • Interest in Foreign Cuisines

                                                                    • Are Chinese consumers becoming more open to other foods from around the world?
                                                                      • Figure 27: Types of foreign cuisine eaten and interest in trying, June 2015
                                                                      • Figure 28: Respondents who have never eaten but would be interested in trying – 2014/15 comparison
                                                                      • Figure 29: Respondents who have never eaten but would be interested in trying – City tiers, June 2015
                                                                      • Figure 30: Consumers who have tried before and would be interested in trying again – City tiers, June 2015
                                                                    • Success of foreign Asian cuisines
                                                                        • Figure 31: Respondents who have never tried European cuisine but would be interested to, June 2015
                                                                        • Figure 32: Respondents who have tried European cuisine and are interested in trying again, June 2015
                                                                        • Figure 33: Respondents who have never eaten Spanish/Greek cuisine but would be interested to try, June 2015
                                                                        • Figure 34: Respondents who have eaten Spanish/Greek cuisine and would be interested in eating again, june 2015
                                                                        • Figure 35: Respondents who have tried Brazilian/Mexican cuisine before and would be interested in trying again, June 2015
                                                                        • Figure 36: Respondents who have never tried Brazilian/Mexican cuisine but would be interested to, June 2015
                                                                    • The Role of the Menu

                                                                      • Other than showing the food and price what is important for consumers to see from the menu?
                                                                        • Figure 37: Consumers’ preferences for menu information, June 2015
                                                                      • Source of ingredients
                                                                        • Figure 38: Interest in nutritional information, by monthly household income, June 2015
                                                                      • Popularity of the dish
                                                                        • Figure 39: Popularity of the dish, by age and gender demographics, June 2015
                                                                      • Allergy information
                                                                      • Mintropolitans

                                                                        • Appendix – Methodology and Definitions

                                                                          • Mintropolitans

                                                                          Companies Covered

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

                                                                          Menu Insights - China - October 2015

                                                                          US $3,990.00 (Excl.Tax)