Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Menu Insights - China - September 2014

“The influence of diverse ethnic flavours and the solid loyalty towards local specialists make China a complex foodservice market. While food safety has a significant continuous social impact, the focus point should go beyond East versus West and spark menu diversification. To find a new equilibrium between diners’ desire for a healthy diet and unique flavours, whether it is fusing different cuisines or as an authentic version, operators need to be precise with their market positioning and target demographics.”
– Esther Lau, Research Analyst

In this report we answer the key questions:

  • What are the key trends and innovations in the Chinese foodservice industry?
  • What are the common traits of the evolving Chinese diners?
  • How can foodservice operators customise through nutritional benefits and ingredients for different types of diners?
  • How can foodservice operators, both the domestic and foreign players, use specialised online platforms as marketing differentiators to create a competitive advantage?

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • In this report we answer the key questions:
        • Definition and report coverage
          • Methodology
          • Executive Summary

              • Market drivers, trends, innovations
                • Healthy grains and oats are gaining traction
                  • Experiential consumption
                    • The consumer
                      • Upscale taste
                        • Figure 1: Eating at different venues, July 2014
                      • Strong flavoured dishes are hard to replicate in home cooking
                        • Figure 2: Interest in food preparation methods, July 2014
                      • Proud of local culture and specialities
                        • Figure 3: Interest in Chinese cuisines, July 2014
                      • Interest in affordable global culinary
                        • Figure 4: Interest in international cuisines, July 2014
                      • Target groups overview
                        • Figure 5: Target groups, July 2014
                      • Customisation leads to more healthy dining
                        • Figure 6: Factors influencing purchase decision in restaurants, July 2014
                      • Exclusiveness
                        • Figure 7: Attitudes towards eating habit, July 2014
                      • Glossary of goodness and the right nutrition for different period
                        • Figure 8: Interest in benefits from daily diet, July 2014
                      • What we think
                      • Issues and Insights

                          • Original and uniqueness gives ethnic foodservice operators an edge
                            • The facts
                              • The implications
                                • Light portions, light flavours and veggies to feed the demand of sophisticated Chinese women
                                  • The facts
                                    • The implications
                                      • How to target Chinese men as rising causal diners
                                        • The facts
                                          • The implications
                                            • Farm to table trend and seasonal elements for wealthier diners
                                              • The facts
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Guiding Choice
                                                      • Trend: Make it Mine
                                                        • Trend: The Big Issue
                                                        • Market Drivers, Trends and Innovations

                                                          • Key points
                                                            • Overview of current restaurant trends in China
                                                              • Western-style
                                                                • Chinese-style
                                                                  • Asian-style
                                                                    • Burger and pizza trends – the rise of artisan restaurants
                                                                      • The modern hypothesis: Rainbow clan (balanced lifestyle)
                                                                        • Healthy grains and oats are gaining traction
                                                                          • Attractive health food labels (with functional and nutritional benefits)
                                                                            • Moving towards fragmentation and character-driven
                                                                              • Eco-friendly marketing and sustainable lifestyle elements to re-energise foodservice image
                                                                                • Seasonable ingredients for menu innovation - farm to table trend
                                                                                  • Fusion trend – East meets West
                                                                                    • Fashion brands crossover
                                                                                      • O2O (online to offline) development
                                                                                        • Digital marketing strategies
                                                                                          • Experiential consumption
                                                                                          • The Consumer – Eating at Different Venues

                                                                                            • Key points
                                                                                              • Upscale taste
                                                                                                • Figure 9: Eating at different venues, July 2014
                                                                                              • Chinese-style for men, foreign-style for women
                                                                                                • Figure 10: Eating at different venues – Fine dining, by demographics, July 2014
                                                                                                • Figure 11: Eating at different venues – Other restaurants, by demographics, July 2014
                                                                                              • Nutritious, delicious and fast
                                                                                                • Figure 12: Eating at different venues – casual dining, by monthly personal and household income, July 2014
                                                                                            • The Consumer – Interest in Food Preparation Methods

                                                                                              • Key points
                                                                                                • Strong flavoured dishes are hard to replicate in home cooking
                                                                                                  • Figure 13: Interest in food preparation methods, July 2014
                                                                                                  • Figure 14: Next most popular interest in food preparation method – Eating out, by gender and age, July 2014
                                                                                                  • Figure 15: Agreement with the statement ‘Dishes with strong flavours that are seldom cooked at home are more worthy of ordering when eating out’, by monthly personal incomes, July 2014
                                                                                                • Steamed and boiled dishes make the affluent and parents tick
                                                                                                  • Figure 16: Interest in steamed and boiled preparation methods, by demographics, July 2014
                                                                                                  • Figure 17: Interest in steamed preparation methods, by city, July 2014
                                                                                                • Popularity of coffee shops made baked goods peak among women
                                                                                                  • Figure 18: Interest in baked preparation methods and eating at different venues – coffee shops, by gender and age, July 2014
                                                                                              • The Consumer – Interest in Chinese Cuisines

                                                                                                • Key points
                                                                                                  • Proud of local culture and specialities
                                                                                                    • Figure 19: Interest in Chinese cuisines, July 2014
                                                                                                    • Figure 20: Most popular interest in Chinese cuisines – Rank 1, by demographics, July 2014
                                                                                                  • Fusion elements to gain local acceptance
                                                                                                    • Does fish outweigh meat and poultry?
                                                                                                      • Cantonese culinary – a mix of Western and oriental taste
                                                                                                        • Figure 21: Interest in benefits from daily diet, by interest in Chinese cuisines, and interest in benefits from daily diet, July 2014
                                                                                                      • The problems of Vegetarian dishes
                                                                                                          • Figure 22: Interest in benefits from daily diet, by interest in Chinese cuisines, and Factors influencing purchase decision in restaurants, July 2014
                                                                                                      • The Consumer – Interest in International Cuisines

                                                                                                        • Key points
                                                                                                          • Interest in affordable global culinary
                                                                                                            • Figure 23: Interest in international cuisines, July 2014
                                                                                                          • Japanese cuisines and the Korean influence
                                                                                                            • Figure 24: Interest in international cuisines – Asian cuisines, by demographics, July 2014
                                                                                                          • How do European cuisines roll out in tier two and three cities?
                                                                                                            • Figure 25: Interest in international cuisines – Italian, Spanish, German, by demographics, July 2014
                                                                                                          • Time for Greek, Spanish and Vietnamese eateries
                                                                                                            • Figure 26: Interest in international cuisines – Greek, Spanish, Vietnamese, by gender and age, July 2014
                                                                                                          • American cuisine – Brazilian and Mexican roll out in street food format
                                                                                                            • Figure 27: Interest in international cuisines – Brazilian and Mexican, by demographics, July 2014
                                                                                                        • The Consumer – Target Groups Overview

                                                                                                            • Figure 28: Target groups, by demographics, July 2014
                                                                                                          • Traditional Eaters
                                                                                                            • Rising Casual Diners
                                                                                                              • Adventurous Foodies
                                                                                                                • Affluent Class
                                                                                                                • The Consumer – Factors Influencing Purchase Decision in Restaurants

                                                                                                                  • Key points
                                                                                                                    • Customisation leads to more healthy dining
                                                                                                                      • Figure 29: Factors influencing purchase decision in restaurants, July 2014
                                                                                                                    • Mix and match creates sophisticated flavours for Adventurous Foodies
                                                                                                                      • Figure 30: Factors influencing purchase decision in restaurants, by target groups, July 2014
                                                                                                                    • Seasonal for the affluent
                                                                                                                      • Men need more guidance on food choices
                                                                                                                      • The Consumer – Attitude towards Eating Habit

                                                                                                                        • Key points
                                                                                                                          • Exclusiveness
                                                                                                                            • Figure 31: Attitudes towards eating habit, July 2014
                                                                                                                            • Figure 32: Agreement with the statement “dishes with authentic/traditional flavour taste better than fusion food (eg Pad Thai made with Italian noodles) by monthly personal income, July 2014
                                                                                                                          • Less is more
                                                                                                                            • Figure 33: Agreement with the statement “Ordering dishes with smaller portions (eg a smaller set meal set, main course of half portion) is better for the health, by gender and age, July 2014
                                                                                                                            • Figure 34: Attitudes towards eating habit, by target groups, July 2014
                                                                                                                          • Digital platforms engage with dining experience
                                                                                                                            • Figure 35: Attitudes towards eating habit, by gender and age, July 2014
                                                                                                                        • The Consumer – Interest in Benefits from Daily Diet

                                                                                                                          • Key points
                                                                                                                            • Glossary of goodness and the right nutrition for different period
                                                                                                                              • Figure 36: Interest in benefits from daily diet, July 2014
                                                                                                                            • Skincare and beauty matters
                                                                                                                              • Figure 37: Interest in benefits from daily diet, by target groups, July 2014
                                                                                                                              • Figure 38: Interest in benefits from daily diet, by target groups, July 2014
                                                                                                                            • Catering for men
                                                                                                                              • Figure 39: Interest in benefits from daily diet, by gender and age, July 2014
                                                                                                                          • Appendix – The Consumer – Dining Habits

                                                                                                                              • Figure 40: Eating at different venues, July 2014
                                                                                                                              • Figure 41: Eating at different venues – Casual dining, by demographics, July 2014
                                                                                                                              • Figure 42: Eating at different venues – Fine dining, by demographics, July 2014
                                                                                                                              • Figure 43: Eating at different venues – Other restaurants, by demographics, July 2014
                                                                                                                              • Figure 44: Eating at different venues – Other situation, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Eating Habits

                                                                                                                              • Figure 45: Interest in food preparation methods, July 2014
                                                                                                                              • Figure 46: Most popular interest in food preparation method – Eating out, by demographics, July 2014
                                                                                                                              • Figure 47: Next most popular interest in food preparation method – Eating out, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Dining Habits

                                                                                                                              • Figure 48: Interest in Chinese cuisines, July 2014
                                                                                                                              • Figure 49: Most popular interest in Chinese cuisines – Rank 1, by demographics, July 2014
                                                                                                                              • Figure 50: Next most popular interest in Chinese cuisines – Rank 1, by demographics, July 2014
                                                                                                                              • Figure 51: Most popular interest in Chinese cuisines – Rank 2, by demographics, July 2014
                                                                                                                              • Figure 52: Next most popular interest in Chinese cuisines – Rank 2, by demographics, July 2014
                                                                                                                              • Figure 53: Most popular interest in Chinese cuisines – Rank 3, by demographics, July 2014
                                                                                                                              • Figure 54: Next most popular interest in Chinese cuisines – Rank 3, by demographics, July 2014
                                                                                                                              • Figure 55: Interest in benefits from daily diet, by interest in Chinese cuisines – Rank 1, July 2014
                                                                                                                              • Figure 56: Interest in benefits from daily diet, by most popular interest in Chinese cuisines – Rank 2, July 2014
                                                                                                                              • Figure 57: Interest in benefits from daily diet, by next most popular interest in Chinese cuisines – Rank 2, July 2014
                                                                                                                              • Figure 58: Interest in benefits from daily diet, by most popular interest in Chinese cuisines – Rank 3, July 2014
                                                                                                                              • Figure 59: Interest in benefits from daily diet, by next most popular interest in Chinese cuisines – Rank 3, July 2014
                                                                                                                          • Appendix – The Consumer – Dining Habits

                                                                                                                              • Figure 60: Interest in international cuisines, July 2014
                                                                                                                              • Figure 61: Interest in international cuisines – Asian and African, by demographics, July 2014
                                                                                                                              • Figure 62: Interest in international cuisines – Japanese, by demographics, July 2014
                                                                                                                              • Figure 63: Interest in international cuisines – Korean, by demographics, July 2014
                                                                                                                              • Figure 64: Interest in international cuisines – Thai, by demographics, July 2014
                                                                                                                              • Figure 65: Interest in international cuisines – Vietnamese, by demographics, July 2014
                                                                                                                              • Figure 66: Interest in international cuisines – Indian, by demographics, July 2014
                                                                                                                              • Figure 67: Interest in international cuisines – Turkish, by demographics, July 2014
                                                                                                                              • Figure 68: Interest in international cuisines – European, by demographics, July 2014
                                                                                                                              • Figure 69: Interest in international cuisines – Italian, by demographics, July 2014
                                                                                                                              • Figure 70: Interest in international cuisines – Spanish, by demographics, July 2014
                                                                                                                              • Figure 71: Interest in international cuisines – Greek, by demographics, July 2014
                                                                                                                              • Figure 72: Interest in international cuisines – French, by demographics, July 2014
                                                                                                                              • Figure 73: Interest in international cuisines – German, by demographics, July 2014
                                                                                                                              • Figure 74: Interest in international cuisines – American, by demographics, July 2014
                                                                                                                              • Figure 75: Interest in international cuisines – Mexican, by demographics, July 2014
                                                                                                                              • Figure 76: Interest in international cuisines – Brazilian, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Attitudes towards Daily Diet

                                                                                                                              • Figure 77: Interest in benefits from daily diet, July 2014
                                                                                                                              • Figure 78: Most popular interest in benefits from daily diet – Functional benefits, by demographics, July 2014
                                                                                                                              • Figure 79: Next most popular interest in benefits from daily diet – Functional benefits, by demographics, July 2014
                                                                                                                              • Figure 80: Interest in benefits from daily diet – Nutritional benefits, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Factors Influencing Purchase Decision in Restaurants

                                                                                                                              • Figure 81: Factors influencing purchase decision in restaurants, July 2014
                                                                                                                              • Figure 82: Most popular factors influencing purchase decision in restaurants, by demographics, July 2014
                                                                                                                              • Figure 83: Next most popular factors influencing purchase decision in restaurants, by demographics, July 2014
                                                                                                                          • Appendix – The Consumer – Attitudes towards Eating Habits

                                                                                                                              • Figure 84: Attitudes towards eating habit, July 2014
                                                                                                                              • Figure 85: Agreement with the statement ‘Health benefits of the dishes are the top priority when considering what to order’, by demographics, July 2014
                                                                                                                              • Figure 86: Agreement with the statement ‘The calorie content of food is more important than flavours when ordering dishes’, by demographics, July 2014
                                                                                                                              • Figure 87: Agreement with the statement ‘Ordering dishes with smaller portions is better for the health’, by demographics, July 2014
                                                                                                                              • Figure 88: Agreement with the statement ‘Sharing my dining experiences is an enjoyable thing’, by demographics, July 2014
                                                                                                                              • Figure 89: Agreement with the statement ‘Spending time in planning a meal out is worthwhile’, by demographics, July 2014
                                                                                                                              • Figure 90: Agreement with the statement ‘Restaurants offering exclusive recipes/dishes are appealing to me’, by demographics, July 2014
                                                                                                                              • Figure 91: Agreement with the statement ‘Recommendations from people I know is an important information source when deciding where to eat out’, by demographics, July 2014
                                                                                                                              • Figure 92: Agreement with the statement ‘Appealing special offers from a restaurant can encourage me to revisit’, by demographics, July 2014
                                                                                                                              • Figure 93: Agreement with the statement ‘Eating out is more convenient than cooking at home’, by demographics, July 2014
                                                                                                                              • Figure 94: Agreement with the statement ‘Compared to having a separate serving, sharing dishes is a good way to try a wider variety of flavours’, by demographics, July 2014
                                                                                                                              • Figure 95: Agreement with the statement ‘Dishes with authentic/traditional flavour taste better than fusion food’, by demographics, July 2014
                                                                                                                              • Figure 96: Agreement with the statement ‘Dishes with strong flavours that are seldom cooked at home are more worthy of ordering when eating out’, by demographics, July 2014
                                                                                                                              • Figure 97: Agreement with the statement ‘Online restaurant reviews/recommendations are not reliable’, by demographics, July 2014
                                                                                                                          • Appendix – Further Analysis

                                                                                                                              • Figure 98: Target groups, July 2014
                                                                                                                              • Figure 99: Target groups, by demographics, July 2014
                                                                                                                              • Figure 100: Eating at different venues, by target groups, July 2014
                                                                                                                              • Figure 101: Interest in food preparation method-eating out, by target groups, July 2014
                                                                                                                              • Figure 102: Interest in international cuisines, by target groups, July 2014
                                                                                                                              • Figure 103: Interest in benefits from daily diet, by target groups, July 2014
                                                                                                                              • Figure 104: Factors influencing purchase decision in restaurants, by target groups, July 2014
                                                                                                                              • Figure 105: Attitudes towards eating habit, by target groups, July 2014

                                                                                                                          Companies Covered

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

                                                                                                                          Menu Insights - China - September 2014

                                                                                                                          £3,195.84 (Excl.Tax)