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Sugar Confectionery - China - December 2014

“The sugar confectionery market faces slowing growth and high fragmentation, leaving brands vulnerable to weak market share and poor consumer loyalty. Leading companies are selling more higher-end products to alleviate this, but have done little to target the needs of specific consumer groups based on gender or age group lines.

Sugar confectionery products aimed at specific demographic groups could focus on functional benefits and natural ingredients, suited to the needs of each group, such as helping with nutrition or avoiding ailments.

The high degree of market fragmentation means margins are being squeezed and brand penetration remains low. Online retailing offers the potential to reach more consumers across the country and create closer communication and engagement with consumers, and from that more responsiveness to their needs.

Fragmentation also means companies must raise economies of scale, and online retail also provides a means by which to reduce costs while reaching more potential customers.”
– Matthew Crabbe, Director of Research, APAC

This report discusses the following key topics:

  • Pursuing the online sales option
  • Accentuate the artisanal
  • Segment to survive

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Total sugar confectionery and chewing gum historical and forecast market value, 2009-19
              • Companies and brands
                • Fragmentation impedes strong brand penetration
                  • Figure 2: Total sugar confectionery and chewing gum market value market shares of leading companies, 2012 and 2013
                • Sugar confectionery: All eyes on children
                  • Target the women
                    • Gum confectionery innovation
                      • Confectionery brands go online
                        • Key issues
                          • Pursuing the online sales option
                            • Accentuate the artisanal
                              • Segment to survive
                                • The consumer
                                  • Consumption of confectionery and snacks
                                    • Figure 3: Consumption of confectionery vs snack, September 2014
                                  • Reason for confectionery purchase
                                    • Figure 4: Reason for confectionery purchase, September 2014
                                  • Type of sugar confectionery products bought for self/family and gifting
                                    • Figure 5: Types of sugar confectionery products bought for yourself/family or gifting, September 2014
                                  • Occasion of sugar confectionery gifting
                                    • Figure 6: Occasion of sugar confectionery gifting, September 2014
                                  • Premium element for sugar confectionery
                                    • Figure 7: Elements in sugar confectionery that are worth premium price, September 2014
                                  • Premium element for gum confectionery
                                    • Figure 8: Elements in gum confectionery that are worth premium price, September 2014
                                  • Attitudes towards sugar and gum confectionery
                                    • Figure 9: Statements about sugar confectionery, September 2014
                                  • What we think
                                  • Issues and Insights

                                      • Pursuing the online sales option
                                        • The facts
                                          • The implications
                                            • Accentuate the artisanal
                                              • The facts
                                                • The implications
                                                  • Segment to survive
                                                    • The facts
                                                      • The implications
                                                        • Figure 10: The population of over-60s in China, 2000-15
                                                    • Trend Application

                                                      • Trend: Sense of the Intense
                                                        • Trend: Cool Vending
                                                          • Trend: Help Me Help Myself
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Value growth slow: driven by trading up
                                                                • Figure 11: Total sugar confectionery and chewing gum historical and forecast market value, 2009-19
                                                              • Volume growth even slower: time for new innovation
                                                                • Figure 12: Total sugar confectionery and chewing gum historical and forecast market volume, 2009-19
                                                              • Sugar confectionery lagging behind competing sectors
                                                                • Figure 13: Comparative total market value growth for competing snack food options, 2009-13
                                                              • How competing sectors are innovating
                                                              • Market Segmentation

                                                                • Key points
                                                                  • Overall picture
                                                                    • Figure 14: Total sugar confectionery and chewing gum market value and volume, by broad category, 2010-14
                                                                  • Sugar confectionery
                                                                    • Figure 15: Total sugar confectionery historical and forecast market value, 2009-19
                                                                    • Figure 16: Total sugar confectionery historical and forecast market volume, 2009-19
                                                                    • Figure 17: Total sugar confectionery market value, by sector, 2010-14
                                                                    • Figure 18: Total sugar confectionery market volume, by sector, 2010-14
                                                                  • Chewing gum
                                                                    • Figure 19: Total chewing gum historical and forecast market value, 2009-19
                                                                    • Figure 20: Total chewing gum historical and forecast market volume, 2009-19
                                                                    • Figure 21: Total chewing gum market value, by sector, 2010-14
                                                                    • Figure 22: Total chewing gum market volume, by sector, 2010-14
                                                                • Market Share

                                                                  • Key points
                                                                    • Value market fragmentation impedes strong brand penetration
                                                                      • Figure 23: Total sugar confectionery and chewing gum market value market shares of leading companies, 2012 and 2013
                                                                    • Volume market even more fragmented
                                                                      • Figure 24: Total sugar confectionery and chewing gum market volume market shares of leading companies, 2012 and 2013
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Sugar confectionery: All eyes on children
                                                                        • Figure 25: Consumption of confectionery vs snack, by age of children in household, September 2014
                                                                        • Figure 26: Top 10 claims for sugar confectionery in China, 2011-14
                                                                      • Target the women
                                                                        • Gum confectionery innovation
                                                                          • Figure 27: Top 10 claims for gum confectionery in China, 2011-14
                                                                      • Companies and Brands

                                                                        • Mars, Inc.
                                                                          • Nestlé
                                                                            • Fujian Yake Food Co., Ltd.
                                                                              • Perfetti Van Melle Confectionery Co., Ltd.
                                                                                • Beijing Kangbeier Food Co., Ltd.
                                                                                  • Want Want China Holdings Limited
                                                                                  • The Consumer – Trends in Consumption of Confectionery and Snacks

                                                                                    • Key points
                                                                                      • Savoury snacks are preferred over sweet confectioneries
                                                                                        • Figure 28: Consumption of confectionery vs snack, September 2014
                                                                                        • Figure 29: Consumption of confectionery vs snack, by repertoire of consumption of confectionery vs snack, September 2014
                                                                                        • Figure 30: Elements in sugar confectionery that are worth premium price, September 2014
                                                                                      • Functional candy is the most preferred among other sugar confectioneries
                                                                                          • Figure 31: Reason for confectionery purchase, September 2014
                                                                                          • Figure 32: Consumers eating more functional candy, by gender and age, September 2014
                                                                                      • The Consumer – Reason for Confectionery Purchase

                                                                                        • Key points
                                                                                          • Most buy on purpose rather than impulsively
                                                                                            • Figure 33: Reason for confectionery purchase, September 2014
                                                                                            • Figure 34: Reason for confectionery purchase, by monthly household income group, September 2014
                                                                                            • Figure 35: Reason for confectionery purchase, by marital status, September 2014
                                                                                          • Inter-city differences
                                                                                              • Figure 36: Reason for confectionery purchase, by city, September 2014
                                                                                            • Impulse purchase
                                                                                              • Figure 37: Impulse purchase reason for confectionery purchase, by age of children, September 2014
                                                                                              • Figure 38: Impulse purchase reason for confectionery purchase, by gender and age, September 2014
                                                                                              • Figure 39: Impulse purchase reason for confectionery purchase, by monthly household income group, September 2014
                                                                                            • Inter-city differences
                                                                                              • Figure 40: Impulse purchase reason for confectionery purchase, by city, September 2014
                                                                                          • The Consumer – Type of Sugar Confectionery Products Bought for Self/Family and Gifting

                                                                                            • Key points
                                                                                              • Individually wrapped and assorted flavours are two most considered
                                                                                                • Figure 41: Types of sugar confectionery products bought for yourself/family or gifting, September 2014
                                                                                              • Self/family use consumption by demographic group
                                                                                                  • Figure 42: Types of sugar confectionery products bought for yourself/family, by gender and age, September 2014
                                                                                                  • Figure 43: Types of sugar confectionery products bought for yourself/family, by age of children in household, September 2014
                                                                                                • Self/family use consumption by city
                                                                                                  • Figure 44: Types of sugar confectionery products bought for yourself/family, by city, September 2014
                                                                                                • Gifting use consumption by demographic group
                                                                                                    • Figure 45: Types of sugar confectionery products bought for gifting, by gender and age, September 2014
                                                                                                    • Figure 46: Types of sugar confectionery products bought for gifting, by age of children in household, September 2014
                                                                                                • The Consumer – Occasion of Sugar Confectionery Gifting

                                                                                                  • Key points
                                                                                                    • Chinese traditional festivals are still the major occasions
                                                                                                      • Figure 47: Occasion of sugar confectionery gifting, September 2014
                                                                                                    • Married people have more gifting occasions
                                                                                                        • Figure 48: Occasion of sugar confectionery gifting, by marital status, September 2014
                                                                                                      • People from tier two cities are more likely to purchase as wedding gift
                                                                                                        • Figure 49: Occasion of sugar confectionery gifting, by city, September 2014
                                                                                                        • Figure 50: Occasion of sugar confectionery gifting, by city tier, September 2014
                                                                                                    • The Consumer – Premium Element for Sugar Confectionery

                                                                                                      • Key points
                                                                                                        • All-natural ingredient sugar confectionery on demand in premium category
                                                                                                          • Figure 51: Elements in sugar confectionery that are worth premium price, September 2014
                                                                                                          • Figure 52: Elements in sugar confectionery that are worth premium price, by gender and age, September 2014
                                                                                                          • Figure 53: Selected claims of sugar confectionery launched in US, UK and China, 2011-June 2014
                                                                                                          • Figure 54: Examples of sugar confectionery claiming all-natural, China and US, May-April 2014
                                                                                                        • Functional ingredients need to be highlighted to claim health benefits
                                                                                                          • Figure 55: Elements in sugar confectionery that are worth premium price, by monthly personal income group, September 2014
                                                                                                          • Figure 56: Selected claims of functional ingredients and benefit for sugar confectionery, US, UK, Japan and China, 2011-June 2014
                                                                                                          • Figure 57: Examples of sugar confectionery claiming health benefits, China and Japan, –2013 and 2014
                                                                                                      • The Consumer – Premium Element for Gum Confectionery

                                                                                                        • Key points
                                                                                                          • Long-lasting flavour is the key for premium price
                                                                                                            • Figure 58: Elements in gum confectionery that are worth premium price, September 2014
                                                                                                            • Figure 59: Chewing gum products launched claiming health benefits or natural ingredients as % of all such products launched over the period, 2009-14
                                                                                                            • Figure 60: Elements in gum confectionery that are worth premium price, by age, September 2014
                                                                                                          • Inter-city differences
                                                                                                            • Figure 61: Elements in gum confectionery that are worth premium price, by city, September 2014
                                                                                                        • The Consumer – Attitudes towards Sugar and Gum Confectionery

                                                                                                          • Key points
                                                                                                            • Purity and health head consumer demand prerogatives
                                                                                                              • Figure 62: Statements about sugar confectionery, September 2014
                                                                                                              • Figure 63: Statements about sugar confectionery, by gender and age, September 2014
                                                                                                            • City tier differences
                                                                                                                • Figure 64: Statements about sugar confectionery, by city tier, September 2014
                                                                                                            • Appendix – Market Size and Forecast

                                                                                                              • Market value
                                                                                                                • Figure 65: China – Total historical and forecast value retail market for sugar and gum confectionery, 2009-19
                                                                                                              • Market volume
                                                                                                                • Figure 66: China – Total historical and forecast volume retail market for sugar and gum confectionery, 2009-19
                                                                                                            • Appendix – Market Segmentation

                                                                                                              • Segment value
                                                                                                                • Figure 67: Total historical and forecast value retail market for sugar and gum confectionery, by segment, 2009-19
                                                                                                              • Segment volume
                                                                                                                • Figure 68: China – Total historical and forecast volume retail market for sugar and gum confectionery, by segment, 2009-19
                                                                                                            • Appendix – The Consumer – Consumption of Confectionery and Snacks

                                                                                                                • Figure 69: Consumption of confectionery vs snack, September 2014
                                                                                                                • Figure 70: Consumption of confectionery vs snack – Chewing gum, by demographics, September 2014
                                                                                                                • Figure 71: Consumption of confectionery vs snack – Bubble gum, by demographics, September 2014
                                                                                                                • Figure 72: Consumption of confectionery vs snack – Lollipop, by demographics, September 2014
                                                                                                                • Figure 73: Consumption of confectionery vs snack – Hard candy, by demographics, September 2014
                                                                                                                • Figure 74: Consumption of confectionery vs snack – Soft candy, by demographics, September 2014
                                                                                                                • Figure 75: Consumption of confectionery vs snack – Crisp candy, by demographics, September 2014
                                                                                                                • Figure 76: Consumption of confectionery vs snack – Nougat, by demographics, September 2014
                                                                                                                • Figure 77: Consumption of confectionery vs snack – Functional candy, by demographics, September 2014
                                                                                                                • Figure 78: Consumption of confectionery vs snack – Savoury snacks, by demographics, September 2014
                                                                                                                • Figure 79: Consumption of confectionery vs snack – Meat/seafood snacks, by demographics, September 2014
                                                                                                                • Figure 80: Consumption of confectionery vs snack – Preserved fruit, by demographics, September 2014
                                                                                                                • Figure 81: Consumption of confectionery vs snack – Chocolate confectionery, by demographics, September 2014
                                                                                                              • Repertoire – Consumption pattern
                                                                                                                • Figure 82: Repertoire of consumption of confectionery vs snack, September 2014
                                                                                                                • Figure 83: Repertoire of consumption of confectionery vs snack, by demographics, September 2014
                                                                                                                • Figure 84: Consumption of confectionery vs snack, by repertoire of consumption of confectionery vs snack, September 2014
                                                                                                            • Appendix – The Consumer – Reason for Confectionery Purchase

                                                                                                                • Figure 85: Reason for confectionery purchase, September 2014
                                                                                                                • Figure 86: Most popular reason for confectionery purchase, by demographics, September 2014
                                                                                                                • Figure 87: Next most popular reason for confectionery purchase, by demographics, September 2014
                                                                                                                • Figure 88: Other reason for confectionery purchase, by demographics, September 2014
                                                                                                            • Appendix – The Consumer – Types of Sugar Confectionery Products Bought for Self/Family

                                                                                                                • Figure 89: Types of sugar confectionery products bought for yourself/family, September 2014
                                                                                                                • Figure 90: Types of sugar confectionery products bought for yourself/family – By packaging format, by demographics, September 2014
                                                                                                                • Figure 91: Types of sugar confectionery products bought for yourself/family – Individually wrapped or not, by demographics, September 2014
                                                                                                                • Figure 92: Types of sugar confectionery products bought for yourself/family – Assorted or not, by demographics, September 2014
                                                                                                            • Appendix – The Consumer – Types of Sugar Confectionery Products Bought for Gifting

                                                                                                                • Figure 93: Types of sugar confectionery products bought for gifting, September 2014
                                                                                                                • Figure 94: Types of sugar confectionery products bought for gifting – By packaging format, by demographics, September 2014
                                                                                                                • Figure 95: Types of sugar confectionery products bought for gifting – Individually wrapped or not, by demographics, September 2014
                                                                                                                • Figure 96: Types of sugar confectionery products bought for gifting – Assorted or not, by demographics, September 2014
                                                                                                            • Appendix – The Consumer – Occasion of Sugar Confectionery Gifting

                                                                                                                • Figure 97: Occasion of sugar confectionery gifting, September 2014
                                                                                                                • Figure 98: Most popular occasion of sugar confectionery gifting, by demographics, September 2014
                                                                                                                • Figure 99: Next most popular occasion of sugar confectionery gifting, by demographics, September 2014
                                                                                                            • Appendix – The Consumer – Premium Element for Sugar Confectionery

                                                                                                                • Figure 100: Elements in sugar confectionery that are worth premium price, September 2014
                                                                                                                • Figure 101: Most popular elements in sugar confectionery that are worth premium price, by demographics, September 2014
                                                                                                                • Figure 102: Next most popular elements in sugar confectionery that are worth premium price, by demographics, September 2014
                                                                                                            • Appendix – The Consumer – Premium Element for Gum Confectionery

                                                                                                                • Figure 103: Elements in gum confectionery that are worth premium price, September 2014
                                                                                                                • Figure 104: Most popular elements in gum confectionery that are worth premium price, by demographics, September 2014
                                                                                                                • Figure 105: Next most popular elements in gum confectionery that are worth premium price, by demographics, September 2014
                                                                                                            • Appendix – The Consumer – Statements about Sugar Confectionery

                                                                                                                • Figure 106: Statements about sugar confectionery, September 2014
                                                                                                                • Figure 107: Most popular statements about sugar confectionery, by demographics, September 2014
                                                                                                                • Figure 108: Next most popular statements about sugar confectionery, by demographics, September 2014

                                                                                                            Companies Covered

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                                                                                                            Sugar Confectionery - China - December 2014

                                                                                                            £3,195.84 (Excl.Tax)