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Processed Packaged Meat and Fish - China - August 2013

“China's growing middle class and resulting busier lifestyles should provide catalysts for growth in the PPM market. An emphasis on how PPM can offer convenience to consumers in China, while delivering on quality, safety, flavour and taste, should help to broaden the reach of the category, which is currently experiencing the fastest growth in the meat industry, albeit from a small base."

Can Huang, Senior Research Analyst

Some questions answered in this report include:

  • What is the market retail value of processed packaged meat and fish in China?
  • Who are the major player in the market?
  • What are the main occasions for eating PPM?

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Table of contents

  1. Introduction

      • Definition
        • Processed packaged meat/poultry
          • Processed packaged fish/seafood
            • Market segments
              • Report structure
                • Methodology
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • The forecast
                          • Figure 1: China retail volume sales of processed packaged meat and fish, 2008-18 (000s tonnes)
                          • Figure 2: China retail value sales of processed packaged meat and fish, 2008-18 (RMB bn)
                        • Meat production trails behind the overall economy and household income growth
                          • Processed meat production (both packaged and unpackaged) is still relatively low
                            • The need of processing and packaging
                              • Processed packaged meat market sees rapid growth
                                • Figure 3: China processed packaged meat market size, by volume (000s tonnes), 2008-13 (est)
                                • Figure 4: China processed packaged meat market size, by value (billion RMB), 2008-13 (est)
                              • Market drivers and growth barriers
                                • Companies and brands
                                  • Market segmentation
                                    • Figure 5: PPM market segmentation, by format, share of volume sales, 2008-13 (est)
                                  • Development of PPM manufacturers in China
                                    • Company share
                                      • Figure 6: Processed packaged meat company volume share, 2011-12
                                      • Figure 7: Processed packaged fish company volume share, 2011-12
                                    • The consumer
                                      • Consumer segmentation
                                        • Consumption frequency by product type
                                          • Occasions for eating PPM
                                            • Important factors in choosing PPM
                                              • Brand performance
                                                • Channels of buying PPM
                                                  • Consumer attitudes towards PPM
                                                    • Key issue – Conveying quality and safety should enable growth in PPM
                                                        • Figure 8: Attitudes towards processed packaged meat, by target groups, June 2013
                                                      • Key issue – Increasing variety can drive the PPM market further
                                                        • Figure 9: Important factors in choosing processed packaged meat, June 2013
                                                      • Key issue – The convenience benefits of PPM should be exploited further
                                                        • Figure 10: Occasions of eating PPM, June 2013
                                                    • The Market

                                                      • Key points
                                                        • Processed packaged meat market sees rapid growth
                                                          • Figure 11: China processed packaged meat market size, by volume (000s tonnes), 2008-13 (est)
                                                          • Figure 12: China processed packaged meat market size, by value (billion RMB), 2008-13 (est)
                                                        • Growth in meat production trails overall economy and household incomes
                                                          • Economic growth encourages consumer demand of meat
                                                            • Figure 13: GDP and growth rates, China, 2008-12
                                                          • Meat and fish production sees strong growth
                                                            • Figure 14: Meat and fish production (000 tonnes), China, 2007-12
                                                          • Imports and exports
                                                            • Processed meat production (both packaged and unpackaged) is still relatively low
                                                              • Processing and packaging
                                                                • Market drivers
                                                                  • Incomes rise among urban and rural Chinese
                                                                    • Figure 15: Annual per capita net income and actual growth rate of urban and rural residents in China (RMB), 2008-12
                                                                  • Urbanisation bodes well for the market
                                                                    • Changes to consumer lifestyles
                                                                      • The PPM industry moves towards modernization
                                                                        • Development of distribution channels
                                                                          • Growth barriers
                                                                            • Tradition of eating fresh meat is entrenched
                                                                              • Concerns over food safety
                                                                                • Figure 16: Type of food that is considered less safe to eat, June 2013
                                                                              • Shortage of supply in meat
                                                                                • A lack of brands and processing methods poses a challenge to development
                                                                                  • The forecast
                                                                                    • Figure 17: China retail volume sales of processed packaged meat and fish, 2008-18 (000s tonnes)
                                                                                    • Figure 18: China retail value sales of processed packaged meat and fish, 2008-18 (RMB bn)
                                                                                • Companies and Brands

                                                                                  • Key points
                                                                                    • Market segmentation
                                                                                      • Figure 19: PPM market segmentation, by format, in terms of volume sales, 2008-13 (est)
                                                                                      • Figure 20: PPM market segmentation, by format, in terms of value sales, 2008-13 (est)
                                                                                    • Company share
                                                                                        • Figure 21: Processed packaged meat company volume share, 2011-12
                                                                                        • Figure 22: Processed packaged meat company value share, 2011-12
                                                                                        • Figure 23: Processed packaged fish company volume share, 2011-12
                                                                                        • Figure 24: Processed packaged fish company value share, 2011-12
                                                                                      • Company profiles
                                                                                        • Shuanghui Group
                                                                                          • Yurun Food Group Limited
                                                                                            • Linyi Xincheng Jinluo Meat Products Co Ltd
                                                                                              • Hormel Foods Corporation
                                                                                                • Hai Pa Wang Group
                                                                                                  • Shanghai Maling Aquarius Co Ltd
                                                                                                  • The Consumer – Target Groups

                                                                                                    • Key points
                                                                                                      • Consumer segmentation
                                                                                                        • Figure 25: Target groups, June 2013
                                                                                                      • Variety & Convenience Seekers (25% of sample size)
                                                                                                        • Safety & Quality Finders (29% of sample size)
                                                                                                          • Quality Examiners (24% of the sample size)
                                                                                                            • The Indifferent (22% of the sample size)
                                                                                                            • The Consumer – Frequency of Consumption

                                                                                                              • Key points
                                                                                                                • Sausage is the most popular PPM product
                                                                                                                    • Figure 26: Frequency of eating PPM, June 2013
                                                                                                                  • Younger consumers demonstrate more frequent PPM consumption
                                                                                                                    • Opportunities for driving consumption in lower tier cities
                                                                                                                        • Figure 27: Consumption of most popular PPM products in the past six months, by gender, age, income, and city tier, June 2013
                                                                                                                        • Figure 28: Consumption of next most popular PPM products in the past six months, by gender, age, income, and city tier, June 2013
                                                                                                                    • The Consumer – Occasions

                                                                                                                      • Key points
                                                                                                                        • Providing extra flavour to dishes is the top driver for eating PPM
                                                                                                                            • Figure 29: Usage of PPM, by occasion, June 2013
                                                                                                                          • Opportunities to add value thorough appealing to more affluent consumers
                                                                                                                            • Figure 30: Usage of PPM, by occasion, by personal and household income, June 2013
                                                                                                                        • The Consumer – Factors Influencing Choice

                                                                                                                          • Key points
                                                                                                                            • Variety of choice is the most important factor of choosing PPM
                                                                                                                              • A trusted brand is the top three consideration factor
                                                                                                                                • More than a third rank product expiry date as one of the top three factors
                                                                                                                                    • Figure 31: Important factors in choosing PPM, June 2013
                                                                                                                                  • 20-29s pay more attention to variety and product quality
                                                                                                                                    • Figure 32: Top six Important factors in choosing PPM – Rank 1, by gender and age, June 2013
                                                                                                                                • The Consumer – Brand Performance

                                                                                                                                  • Key points
                                                                                                                                    • Shuanghui is the most recognized brand
                                                                                                                                      • Lack of strong brands on a national level
                                                                                                                                          • Figure 33: Brand loyalty ratio and stability ratio, June 2013
                                                                                                                                      • The Consumer – Channels

                                                                                                                                        • Key points
                                                                                                                                          • Modern trade channels dominate PPM purchasing
                                                                                                                                            • Figure 34: Channels for purchasing PPM, June 2013
                                                                                                                                          • More than half purchase from delicatessens
                                                                                                                                              • Figure 35: Channels for purchasing PPM, other channels, June 2013
                                                                                                                                            • Booming online retailing provides future opportunities
                                                                                                                                                • Figure 36: Online shopping penetration, by category (%), 2012
                                                                                                                                            • The Consumer – Attitudes Towards PPM

                                                                                                                                              • Key points
                                                                                                                                                • Majority show an interest in ingredients
                                                                                                                                                    • Figure 37: Attitudes towards processed packaged meat, June 2013
                                                                                                                                                    • Figure 38: Agreement with the statement ‘I tend to check labels on pack to see what ingredients have been used’, by monthly household income, marital status, presence of children in household, and city tier, June 2013
                                                                                                                                                  • Majority show interest in international and gifting PPM
                                                                                                                                                      • Figure 39: Attitudes towards processed packaged meat, June 2013
                                                                                                                                                    • Promoting the convenience benefits of PPM
                                                                                                                                                        • Figure 40: Attitudes towards processed packaged meat, by attitudes towards convenience, June 2013
                                                                                                                                                        • Figure 41: Agreement with the statement ‘It is more convenient to cook using processed packaged meat/seafood/poultry’, by monthly household income, marital status, presence of children in household, and city tier, June 2013
                                                                                                                                                    • Key Issue – Conveying Quality and Safety Should Enable Growth in PPM

                                                                                                                                                      • Key points
                                                                                                                                                        • Chinese consumers prefer fresh meat
                                                                                                                                                          • Figure 42: Attitudes towards processed packaged meat, June 2013
                                                                                                                                                          • Figure 43: Frequency of buying food, by outlet, may 2013
                                                                                                                                                          • Figure 44: Attitudes towards processed packaged meat, June 2013
                                                                                                                                                        • Food safety concerns impact consumer confidence
                                                                                                                                                          • Figure 45: Foods that are considered less safe to eat, June 2013
                                                                                                                                                          • Figure 46: Important factors of food safety concerns, June 2013
                                                                                                                                                        • PPM faces its own challenges regarding product safety
                                                                                                                                                          • Improving the manufacturing process to ensure product quality and safety
                                                                                                                                                            • Industry consolidation
                                                                                                                                                              • More focus on quality products and safety claims
                                                                                                                                                                • Figure 47: Top claims of processed fish, meat and egg products, % of new product launches, in China, USA, Japan, South Korea, and Singapore, 2008-12
                                                                                                                                                              • Technology can help to improve processing and packaging
                                                                                                                                                                • Radiation processing
                                                                                                                                                                  • Vacuum packaging and modified atmosphere packaging
                                                                                                                                                                    • Edible fresh keeping film
                                                                                                                                                                      • Transparency in the production process
                                                                                                                                                                        • Figure 48: Agreement with the statement ‘I tend to check label on pack to see what ingredients have been used’, June 2013
                                                                                                                                                                      • Product labelling – Expiry dates
                                                                                                                                                                        • Product certification
                                                                                                                                                                          • Figure 49: Important factors in choosing processed packaged meat, June 2013
                                                                                                                                                                        • Tackling quality and safety concerns through consumer engagement
                                                                                                                                                                          • By product
                                                                                                                                                                            • Branding can help to build engagement
                                                                                                                                                                              • Figure 50: Brand loyalty ratio, June 2013
                                                                                                                                                                            • Quality and safety enhancement would also attract specific consumer groups
                                                                                                                                                                              • Figure 51: Attitudes towards processed packaged meat, by target groups, June 2013
                                                                                                                                                                            • What does it mean?
                                                                                                                                                                            • Key Issue – Increasing Variety can Drive the PPM Market Further

                                                                                                                                                                              • Key points
                                                                                                                                                                                • More than three in five use PPM for ‘extra flavour’
                                                                                                                                                                                  • Figure 52: Usage of PPM, by occasions, June 2013
                                                                                                                                                                                  • Figure 53: Important factors in choosing processed packaged meat and fish, June 2013
                                                                                                                                                                                  • Figure 54: Share of new processed fish, meat, and egg launches within total new launches in the category, by top 10 markets, 2008-12
                                                                                                                                                                                • There is demand for exotic flavours and tastes
                                                                                                                                                                                  • Eight in 10 would like to see more international varieties of PPM
                                                                                                                                                                                    • Figure 55: Attitudes towards processed packaged meat, June 2013
                                                                                                                                                                                  • There is potential for other Asian flavours
                                                                                                                                                                                    • Figure 56: Changes in consumer cooking methods/eating habits, May 2013
                                                                                                                                                                                    • Figure 57: Flavours of instant noodles consumers are interested in buying, January 2013
                                                                                                                                                                                  • More variety helps attract more consumers
                                                                                                                                                                                    • Figure 58: Attitudes towards processed packaged meat, by target groups, June 2013
                                                                                                                                                                                  • Grow Eastern varieties through association with traditions
                                                                                                                                                                                      • Figure 59: Attitudes towards processed packaged meat, by target groups, June 2013 (continued)
                                                                                                                                                                                      • Figure 60: Selected new product launches of traditional Chinese style PPM, by province, 2011-July 2013
                                                                                                                                                                                    • Additional benefits provide an avenue for NPD
                                                                                                                                                                                      • Functional meat products
                                                                                                                                                                                        • Opportunity for starch free UHT
                                                                                                                                                                                          • Organic PPM would appeal to a minority of consumers
                                                                                                                                                                                            • Figure 61: Important factors in choosing processed packaged meat, June 2013
                                                                                                                                                                                          • What does it mean?
                                                                                                                                                                                          • Key Issue – The Convenience Benefits of PPM Should be Exploited Further

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Convenience resonates with consumers
                                                                                                                                                                                                • Figure 62: Usage of PPM, by occasion, June 2013
                                                                                                                                                                                                • Figure 63: Change in frequency of doing each activity, November 2012
                                                                                                                                                                                                • Figure 64: Attitudes towards processed packaged meat, by target groups, June 2013
                                                                                                                                                                                                • Figure 65: Top 10 claims of new launches of processed fish, meat and egg products, China, 2008-12
                                                                                                                                                                                                • Figure 66: Top convenience claims of processed fish, meat and egg products, % of new product launches, by China, USA, Japan, South Korea, and Singapore, 2008-12
                                                                                                                                                                                              • Convenience could be enhanced in a variety of ways
                                                                                                                                                                                                • Meal preparation at home
                                                                                                                                                                                                  • Solo dinning
                                                                                                                                                                                                    • Figure 67: New product launches for meat, fish, and egg, by pack size, China, 2008-12
                                                                                                                                                                                                  • Emphasising easy/longer storage benefits
                                                                                                                                                                                                    • On the go poses a new opportunity
                                                                                                                                                                                                        • Figure 68: Channels of buying PPM, modern trade, June 2013
                                                                                                                                                                                                      • Packaging can help to push convenient positioning
                                                                                                                                                                                                        • What does it mean?
                                                                                                                                                                                                        • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                            • Figure 69: Target groups, by demographics, June 2013
                                                                                                                                                                                                            • Figure 70: Frequency of eating processed packaged meat, by target groups, June 2013
                                                                                                                                                                                                            • Figure 71: Occasions of eating processed packaged meat, by target groups, June 2013
                                                                                                                                                                                                            • Figure 72: Channels of buying processed packaged meat, by target groups, June 2013
                                                                                                                                                                                                            • Figure 73: Important factors in choosing processed packaged meat, by target groups, June 2013
                                                                                                                                                                                                            • Figure 74: Attitudes towards processed packaged meat, by target groups, June 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Frequency of Consumption

                                                                                                                                                                                                            • Figure 75: Frequency of eating processed packaged meat, June 2013
                                                                                                                                                                                                            • Figure 76: Most popular frequency of eating processed packaged meat-sausage, by demographics, June 2013
                                                                                                                                                                                                            • Figure 77: Next most popular frequency of eating processed packaged meat-sausage, by demographics, June 2013
                                                                                                                                                                                                            • Figure 78: Most popular frequency of eating processed packaged meat-ham, by demographics, June 2013
                                                                                                                                                                                                            • Figure 79: Next most popular frequency of eating processed packaged meat-ham, by demographics, June 2013
                                                                                                                                                                                                            • Figure 80: Most popular frequency of eating processed packaged meat-cured meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 81: Next most popular frequency of eating processed packaged meat-cured meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 82: Most popular frequency of eating processed packaged meat-meat based products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 83: Next most popular frequency of eating processed packaged meat-meat based products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 84: Most popular frequency of eating processed packaged meat-sauced, pickled, smoke or roasted meat/poultry etc products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 85: Next most popular frequency of eating processed packaged meat-sauced, pickled, smoke or roasted meat/poultry etc products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 86: Most popular frequency of eating processed packaged meat-dried meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 87: Next most popular frequency of eating processed packaged meat-dried meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 88: Most popular frequency of eating processed packaged meat-deep fried meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 89: Next most popular frequency of eating processed packaged meat-deep fried meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 90: Most popular frequency of eating processed packaged meat-canned meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 91: Next most popular frequency of eating processed packaged meat-canned meat products, by demographics, June 2013
                                                                                                                                                                                                            • Figure 92: Most popular frequency of eating processed packaged meat-other processed packaged meat, seafood or poultry, by demographics, June 2013
                                                                                                                                                                                                            • Figure 93: Next most popular frequency of eating processed packaged meat-other processed packaged meat, seafood or poultry, by demographics, June 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Occasions

                                                                                                                                                                                                            • Figure 94: Occasions of eating processed packaged meat, June 2013
                                                                                                                                                                                                            • Figure 95: Most popular occasions of eating processed packaged meat, by demographics, June 2013
                                                                                                                                                                                                            • Figure 96: Next most popular occasions of eating processed packaged meat, by demographics, June 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Important Factors in Choosing PPM

                                                                                                                                                                                                            • Figure 97: Important factors in choosing processed packaged meat, June 2013
                                                                                                                                                                                                            • Figure 98: Most popular important factors in choosing processed packaged meat-rank 1, by demographics, June 2013
                                                                                                                                                                                                            • Figure 99: Next most popular important factors in choosing processed packaged meat-rank 1, by demographics, June 2013
                                                                                                                                                                                                            • Figure 100: Other important factors in choosing processed packaged meat-rank 1, by demographics, June 2013
                                                                                                                                                                                                            • Figure 101: Most popular important factors in choosing processed packaged meat-rank 2, by demographics, June 2013
                                                                                                                                                                                                            • Figure 102: Next most popular important factors in choosing processed packaged meat-rank 2, by demographics, June 2013
                                                                                                                                                                                                            • Figure 103: Other important factors in choosing processed packaged meat-rank 2, by demographics, June 2013
                                                                                                                                                                                                            • Figure 104: Most popular important factors in choosing processed packaged meat-rank 3, by demographics, June 2013
                                                                                                                                                                                                            • Figure 105: Next most popular important factors in choosing processed packaged meat-rank 3, by demographics, June 2013
                                                                                                                                                                                                            • Figure 106: Other important factors in choosing processed packaged meat-rank 3, by demographics, June 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Brand performance

                                                                                                                                                                                                            • Figure 107: Processed packaged meat purchase, June 2013
                                                                                                                                                                                                            • Figure 108: Most popular processed packaged meat purchase, by demographics, June 2013
                                                                                                                                                                                                            • Figure 109: Next most popular processed packaged meat purchase, by demographics, June 2013
                                                                                                                                                                                                            • Figure 110: Other processed packaged meat purchase, by demographics, June 2013
                                                                                                                                                                                                            • Figure 111: Occasions of eating processed packaged meat, by most popular processed packaged meat purchase, June 2013
                                                                                                                                                                                                            • Figure 112: Occasions of eating processed packaged meat, by next most popular processed packaged meat purchase, June 2013
                                                                                                                                                                                                            • Figure 113: Channels of buying processed packaged meat, by most popular processed packaged meat purchase, June 2013
                                                                                                                                                                                                            • Figure 114: Channels of buying processed packaged meat, by next most popular processed packaged meat purchase, June 2013
                                                                                                                                                                                                        • Appendix – PPM brands – Purchase Most Often

                                                                                                                                                                                                            • Figure 115: Processed packaged meat purchase, June 2013
                                                                                                                                                                                                            • Figure 116: Most popular processed packaged meat purchase, by demographics, June 2013
                                                                                                                                                                                                            • Figure 117: Next most popular processed packaged meat purchase, by demographics, June 2013
                                                                                                                                                                                                            • Figure 118: Other processed packaged meat purchase, by demographics, June 2013
                                                                                                                                                                                                            • Figure 119: Occasions of eating processed packaged meat, by processed packaged meat purchase, June 2013
                                                                                                                                                                                                            • Figure 120: Channels of buying processed packaged meat, by processed packaged meat purchase, June 2013
                                                                                                                                                                                                        • Appendix – Channels

                                                                                                                                                                                                            • Figure 121: Channels of buying processed packaged meat, June 2013
                                                                                                                                                                                                            • Figure 122: Most popular channels of buying processed packaged meat, by demographics, June 2013
                                                                                                                                                                                                            • Figure 123: Next most popular channels of buying processed packaged meat, by demographics, June 2013
                                                                                                                                                                                                            • Figure 124: Other channels of buying processed packaged meat, by demographics, June 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards PPM

                                                                                                                                                                                                            • Figure 125: Attitudes towards processed packaged meat, June 2013
                                                                                                                                                                                                            • Figure 126: Agreement with the statement ‘It is more convenient to cook using processed packaged meat/seafood/poultry’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 127: Agreement with the statement ‘Processed packaged meat/seafood/poultry is best suited for people who do not have enough time to cook’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 128: Agreement with the statement ‘I would like to see more/a greater choice of foreign/international varieties of packaged processed meat in supermarkets’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 129: Agreement with the statement ‘Restaurants own label range of processed meat/seafood/poultry products have better flavours than those sold in supermarkets’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 130: Agreement with the statement ‘There is little difference in quality between private labels and branded processed packaged meat/seafood/poultry’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 131: Agreement with the statement ‘I would like to have more choices on the gift packaging of processed meat/seafood/poultry products’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 132: Agreement with the statement ‘I prefer non-processed whole/cuts of meat/seafood/poultry so that I know exactly what I am buying’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 133: Agreement with the statement ‘I tend to check labels on pack to see what ingredients have been used’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 134: Agreement with the statement ‘I would prefer to limit my consumption of processed packaged meat/seafood/poultry from big and established retail stores’, by demographics, June 2013
                                                                                                                                                                                                            • Figure 135: Agreement with the statement ‘Processed meat/seafood/poultry are just as nutritional as fresh options’, by demographics, June 2013

                                                                                                                                                                                                        Companies Covered

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                                                                                                                                                                                                        Processed Packaged Meat and Fish - China - August 2013

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