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Supermarkets and Hypermarkets - China - June 2013

“In order to remain competitive, supermarket and hypermarket chains are developing new store formats to suit differing local market needs, and are adapting their product and service offerings to differentiate themselves from their competitors.”

– Matthew Crabbe, Director of Research, Asia-Pacific

Some questions answered in this report include:

  • Is consumers product buying and frequency based on outlet format?
  • Are product and service quality an increasingly important differentiator?
  • How are foreign chains increasing in market significance?
  • How quickly is the online supermarket business growing quickly?

 

Report Introduction:

As the Chinese economy is gradually slowing and consumers become more discerning thanks to increased spending power fuelled by rapid average income growth, so supermarket and hypermarket retailers have to work harder to meet shoppers’ rising expectations of quality of service and convenience. While expanding their territorial coverage in China into new regions, supermarket and hypermarket retailers are also facing the need to differentiate themselves in an increasingly competitive market in the more developed regions of the country. At the same time, the growth of online retailing has thrown a whole new set of competitive challenges at the industry, with the rapid emergence of significant online supermarket retailers adding further pressure on modern grocery chains to expand and innovate in the online sphere.

China’s supermarkets and hypermarkets sector is passing out of the ground-breaking stage of development and into a period of competitive shake-down and consolidation. Store chains are no longer able to create sales grown off the back of expansion alone, but must now square up to their competitors to compete for consumer loyalty and share of footfall by raising their levels of innovation and service orientation. They are also facing the need to improve efficiency and adapt store formats and product ranges to keep ahead of competitors, both to win share of more mature regional markets, and successfully enter new territories in lower tier cities.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                  • Figure 1: China – total retail sales through supermarkets and hypermarkets, 2007-17
                • Companies and brands
                  • Figure 2: Leading supermarket and hypermarket operators, by value market share and retail sales turnover, 2011 and 2012
                  • Figure 3: Leading supermarket and hypermarket operators, by volume market share and retail outlets, 2011 and 2012
                • The consumer
                  • Figure 4: Frequency of shopping at supermarkets and hypermarkets, April 2013
                • Key Trends
                  • Consumer product buying based on outlet format
                    • Figure 5: Types of products bought by consumers from supermarkets and hypermarkets, April 2013
                  • Product and service quality an increasingly important key differentiator
                    • Figure 6: Factors influencing consumer choice of supermarket and hypermarkets to shop at, April 2013
                  • Foreign chains increasing in market significance
                    • Figure 7: Percentage change in outlet numbers of leading supermarket and hypermarket chain companies, 2011 and 2012
                  • Online supermarket sector growing quickly
                    • Figure 8: Types of products bought by consumers from online supermarkets/hypermarkets, April 2013
                  • What we think
                  • The Market

                    • Key points
                      • Market value growth strong but slowing
                        • Figure 9: China – supermarkets’ and hypermarkets’ total retail sales, 2007-17
                        • Figure 10: China – large supermarkets’ and hypermarkets’ total retail sales, 2007-17
                        • Figure 11: China – small and medium-sized supermarkets’ total retail sales, 2007-17
                        • Figure 12: China – food discounters’ total retail sales, 2007-17
                      • What is driving growth in the modern grocery sector in China?
                        • Rapid urbanisation
                          • The growing middle class
                            • Growing home and car ownership
                              • Supermarket and hypermarket chains continue to expand into lower tier cities
                                • Growing competition and the need for innovation
                                  • Figure 13: Supermarkets’ and hypermarkets’ retail market significance, 2007-12
                                • New formats and more products
                                  • Increasing significance of private label
                                    • A greater focus on service quality as a competitive differentiator
                                      • Figure 14: Ranking of service attributes of foreign and domestic retailers, April 2012
                                    • The growth of online retail
                                    • Companies and Brands

                                      • Key points
                                        • The leading companies by retail sales value
                                          • Figure 15: Leading supermarket and hypermarket operators, by value market share and retail sales, 2011 and 2012
                                          • Figure 16: Leading supermarket and hypermarket operators, by change in retail sales turnover, 2011 and 2012
                                        • The leading companies by retail outlet numbers
                                          • Figure 17: Leading supermarket and hypermarket volume market share and retail outlets, 2011 and 2012
                                          • Figure 18: Leading supermarket and hypermarket operators’ retail outlet percentage change, 2011 and 2012
                                        • RT-Mart International
                                            • Figure 19: RT-Mart International Ltd. financial performance, 2008-12
                                          • China Resources Enterprise
                                              • Figure 20: China Resources Enterprise Ltd. financial results, 2008-12
                                            • Lianhua Supermarket Holdings
                                                • Figure 21: Lianhua Supermarket Holdings, co., Ltd. financial performance, 2008-12
                                              • Walmart China
                                                  • Figure 22: Walmart Stores (China), Inc. financial performance, 2009-12
                                                • Carrefour China
                                                    • Figure 23: Carrefour (China), S.A. financial performance, 2008-12
                                                • The Consumer

                                                  • Key points
                                                    • Frequency of shopping at supermarkets and hypermarkets
                                                        • Figure 24: Frequency of shopping at supermarkets and hypermarkets, April 2013
                                                      • Types of products bought by consumers from supermarkets and hypermarkets
                                                          • Figure 25: Types of products bought by consumers from supermarkets and hypermarkets, April 2013
                                                        • Factors influencing consumer choice of supermarket and hypermarkets
                                                            • Figure 26: Factors influencing consumer choice of supermarket and hypermarkets to shop at, April 2013
                                                          • Consumer attitudes towards shopping at supermarkets and hypermarkets
                                                              • Figure 27: Consumer attitudes towards shopping at supermarkets and hypermarkets, April 2013
                                                            • Consumer attitudes towards buying from supermarkets and hypermarkets
                                                              • Figure 28: Consumer attitudes towards buying from supermarkets and hypermarkets, April 2013
                                                            • What it means
                                                            • Key Issues in the Market – Consumer Product Buying and Frequency Based on Outlet Format

                                                              • Key points
                                                                • Consumer shopping frequency different by channel
                                                                  • Figure 29: Frequency of shopping at supermarkets and hypermarkets, April 2013
                                                                • Consumers with children shop more frequently
                                                                  • Figure 30: Frequency of shopping at supermarkets and hypermarkets, by gender and age group, April 2013
                                                                  • Figure 31: Frequency of shopping at supermarkets and hypermarkets, by marital status and children in house, April 2013
                                                                • Consumer income level also affects shopping frequency
                                                                  • Figure 32: Frequency of shopping at supermarkets and hypermarkets, by monthly income group, April 2013
                                                                • Consumers’ grocery shopping differs by channel
                                                                    • Figure 33: Types of products bought by consumers from supermarkets and hypermarkets, April 2013
                                                                  • Consumers’ supermarket and hypermarket sectoral grocery shopping by age and gender
                                                                      • Figure 34: Types of products bought by consumers from supermarkets, by gender and age group, April 2013
                                                                      • Figure 35: Types of products bought by consumers from hypermarkets, by gender and age group, April 2013
                                                                    • Consumers’ supermarket and hypermarket sectoral grocery shopping by marital status and children in home
                                                                        • Figure 36: Types of products bought by consumers from supermarkets, by marital status and children in home, April 2013
                                                                        • Figure 37: Types of products bought by consumers from hypermarkets, by marital status and children in home, April 2013
                                                                      • Differences in shopping by format and income group
                                                                          • Figure 38: Types of products bought by consumers from supermarkets and hypermarkets, by income group, April 2013
                                                                        • Differences in shopping by format and city tier
                                                                            • Figure 39: Types of products bought by consumers from supermarkets and hypermarkets, by city tier, April 2013
                                                                          • What it means
                                                                          • Key Issues in the Market – Product and Service Quality an Increasingly Important Differentiator

                                                                            • Key points
                                                                              • Key product and service factors influencing choice of stores
                                                                                • Figure 40: Factors influencing consumer choice of supermarket and hypermarkets to shop at, April 2013
                                                                                • Figure 41: Factors influencing consumer choice of supermarket and hypermarkets to shop at, by gender and age group, April 2013
                                                                                • Figure 42: Factors influencing consumer choice of supermarket and hypermarkets to shop at, by marital status and children in home, April 2013
                                                                                • Figure 43: Factors influencing consumer choice of supermarket and hypermarkets to shop at, by monthly income group, April 2013
                                                                                • Figure 44: Ranking of service attributes of foreign and domestic retailers, April 2012
                                                                              • Key consumer shopping behaviours
                                                                                • Figure 45: Consumer attitudes towards shopping at supermarkets and hypermarkets, April 2013
                                                                                • Figure 46: Consumer attitudes towards shopping at supermarkets and hypermarkets, by monthly income group, April 2013
                                                                                • Figure 47: Consumer attitudes towards shopping at supermarkets and hypermarkets, by marital status and children in home, April 2013
                                                                                • Figure 48: Consumer attitudes towards shopping at supermarkets and hypermarkets, by city tier, April 2013
                                                                              • Key consumer shopping attitudes
                                                                                • Figure 49: Consumer attitudes towards buying from supermarkets and hypermarkets, April 2013
                                                                                • Figure 50: Consumer attitudes towards buying from supermarkets and hypermarkets, by gender and age group, April 2013
                                                                                • Figure 51: Consumer attitudes towards buying from supermarkets and hypermarkets, by monthly household income group, April 2013
                                                                                • Figure 52: Consumer attitudes towards buying from supermarkets and hypermarkets, by marital status and children in home, April 2013
                                                                              • What it means
                                                                              • Key Issues in the Market – Foreign Chains Increasing in Market Significance

                                                                                • Key points
                                                                                  • Leading supermarket and hypermarket chains continue to spread
                                                                                    • Figure 53: Leading supermarket and hypermarket chains, by number of stores and store growth, 2011 and 2012
                                                                                    • Figure 54: Leading foreign supermarket and hypermarket chain store numbers, by province, May 2012 and May 2013
                                                                                    • Figure 55: Leading domestic supermarket and hypermarket chain store numbers, by province, May 2012 and May 2013
                                                                                  • Shanghai supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 56: Shanghai supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Beijing supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 57: Beijing supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Guangzhou supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 58: Guangzhou supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Chengdu supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 59: Chengdu supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Chongqing supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 60: Chongqing supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Jinan supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 61: Jinan supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Nanjing supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 62: Nanjing supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Dongguan supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 63: Dongguan supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Jinhua supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 64: Jinhua supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • Jilin supermarket and hypermarket outlet preferences by consumer group
                                                                                    • Figure 65: Jilin supermarket and hypermarket chains shopped at, by consumers in the last 6 months, by demographics, April 2013
                                                                                  • What it means
                                                                                  • Key Issues in the Market – Online Supermarket Business Growing Quickly

                                                                                    • Key points
                                                                                      • Growing online market rapidly changing the retail industry in China
                                                                                          • Figure 66: Total China online retail market value and forecast, 2007-17
                                                                                        • Competition heating up between leading online retailers
                                                                                            • Figure 67: China leading B2C online retail company market share, by value (%), 2010-12
                                                                                          • Consumers still cautious but growing in confidence
                                                                                            • Figure 68: Online shopping habits, February 2013
                                                                                            • Figure 69: Consumer attitudes towards online shopping, February 2013
                                                                                          • Rapid growth of online retailing has surprised even the retailers
                                                                                            • Online retail shifts quickly to mobile access
                                                                                              • Rising incomes and shopping convenience drive online supermarket and hypermarket growth
                                                                                                • Figure 70: Frequency of shopping at online supermarkets and hypermarkets, April 2013
                                                                                                • Figure 71: Frequency of shopping at online supermarkets and hypermarkets, by gender and age group, April 2013
                                                                                                • Figure 72: Frequency of shopping at online supermarkets and hypermarkets, by monthly income group, April 2013
                                                                                                • Figure 73: Frequency of shopping at online supermarkets and hypermarkets, by marital status and children in home, April 2013
                                                                                                • Figure 74: Frequency of shopping at online supermarkets and hypermarkets, by city tier, April 2013
                                                                                              • Consumers buying a growing variety of products from online supermarkets and hypermarkets
                                                                                                • Figure 75: Types of products bought by consumers from online supermarkets/hypermarkets, April 2013
                                                                                                • Figure 76: Delivery methods used when shopping online, February 2013
                                                                                                • Figure 77: Types of products bought by consumers from online supermarkets/hypermarkets, by gender and age group, April 2013
                                                                                                • Figure 78: Types of products bought by consumers from online supermarkets/hypermarkets, by marital status and children in home, April 2013
                                                                                                • Figure 79: Types of products bought by consumers from online supermarkets/hypermarkets, by monthly income group, April 2013
                                                                                                • Figure 80: Types of products bought by consumers from online supermarkets/hypermarkets, by city, April 2013
                                                                                                • Figure 81: Types of products bought by consumers from online supermarkets/hypermarkets, by city tier, April 2013
                                                                                              • What it means
                                                                                              • Appendix – Frequency of Shopping at Supermarkets and Hypermarkets

                                                                                                  • Figure 82: Frequency of shopping at supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 83: Frequency of shopping at in-store, by demographics, April 2013
                                                                                                  • Figure 84: Frequency of shopping at supermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 85: Frequency of shopping at hypermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 86: Frequency of shopping online, by demographics, April 2013
                                                                                                  • Figure 87: Frequency of shopping at supermarkets online, by demographics, April 2013
                                                                                                  • Figure 88: Frequency of shopping at hypermarkets online, by demographics, April 2013
                                                                                              • Appendix – Types of Products Bought by Consumers from Supermarkets and Hypermarkets

                                                                                                  • Figure 89: Types of products bought by consumers from supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 90: Most popular types of products bought by consumers from supermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 91: Next most popular types of products bought by consumers from supermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 92: Most popular types of products bought by consumers from hypermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 93: Next most popular types of products bought by consumers from hypermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 94: Other types of products bought by consumers from hypermarkets in-store, by demographics, April 2013
                                                                                                  • Figure 95: Most popular types of products bought by consumers from online supermarkets/hypermarkets, by demographics, April 2013
                                                                                                  • Figure 96: Next most popular types of products bought by consumers from online supermarkets/hypermarkets, by demographics, April 2013
                                                                                                  • Figure 97: Other types of products bought by consumers from online supermarkets/hypermarkets, by demographics, April 2013
                                                                                              • Appendix – Factors Influencing Consumer Choice of Supermarkets and Hypermarkets to Shop at

                                                                                                  • Figure 98: Factors influencing consumer choice of supermarket and hypermarkets to shop at, April 2013
                                                                                                  • Figure 99: Most popular factors influencing consumer choice of supermarket and hypermarkets to shop at, by demographics, April 2013
                                                                                                  • Figure 100: Next most popular factors influencing consumer choice of supermarket and hypermarkets to shop at, by demographics, April 2013
                                                                                              • Appendix – Consumer Attitudes Towards Shopping at Supermarkets and Hypermarkets

                                                                                                  • Figure 101: Consumer attitudes towards shopping at supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 102: Consumer attitudes towards shopping at supermarkets and hypermarkets, by most popular types of products bought by consumers from supermarkets in-store, April 2013
                                                                                                  • Figure 103: Consumer attitudes towards shopping at supermarkets and hypermarkets, by next most popular types of products bought by consumers from supermarkets in-store, April 2013
                                                                                                  • Figure 104: Consumer attitudes towards shopping at supermarkets and hypermarkets, by most popular types of products bought by consumers from hypermarkets in-store, April 2013
                                                                                                  • Figure 105: Consumer attitudes towards shopping at supermarkets and hypermarkets, by next most popular types of products bought by consumers from hypermarkets in-store, April 2013
                                                                                                  • Figure 106: Consumer attitudes towards shopping at supermarkets and hypermarkets, by other types of products bought by consumers from hypermarkets in-store, April 2013
                                                                                                  • Figure 107: Consumer attitudes towards shopping at supermarkets and hypermarkets, by most popular types of products bought by consumers from online supermarkets/hypermarkets, April 2013
                                                                                                  • Figure 108: Consumer attitudes towards shopping at supermarkets and hypermarkets, by next most popular types of products bought by consumers from online supermarkets/hypermarkets, April 2013
                                                                                                  • Figure 109: Consumer attitudes towards shopping at supermarkets and hypermarkets, by other types of products bought by consumers from online supermarkets/hypermarkets, April 2013
                                                                                                  • Figure 110: Most popular consumer attitudes towards shopping at supermarkets and hypermarkets, by demographics, April 2013
                                                                                                  • Figure 111: Next most popular consumer attitudes towards shopping at supermarkets and hypermarkets, by demographics, April 2013
                                                                                                  • Figure 112: Other consumer attitudes towards shopping at supermarkets and hypermarkets, by demographics, April 2013
                                                                                              • Appendix – Consumer Attitudes Towards Buying from Supermarkets and Hypermarkets

                                                                                                  • Figure 113: Consumer attitudes towards buying from supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 114: Consumer attitudes towards buying from supermarkets and hypermarkets, by most popular consumer attitudes towards shopping at supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 115: Consumer attitudes towards buying from supermarkets and hypermarkets, by next most popular consumer attitudes towards shopping at supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 116: Consumer attitudes towards buying from supermarkets and hypermarkets, by other consumer attitudes towards shopping at supermarkets and hypermarkets, April 2013
                                                                                                  • Figure 117: Consumer attitudes towards buying from supermarkets and hypermarkets, by frequency of shopping in-store, April 2013
                                                                                                  • Figure 118: Consumer attitudes towards buying from supermarkets and hypermarkets, by frequency of shopping at supermarkets in-store, April 2013
                                                                                                  • Figure 119: Consumer attitudes towards buying from supermarkets and hypermarkets, by frequency of shopping at hypermarkets in-store, April 2013
                                                                                                  • Figure 120: Consumer attitudes towards buying from supermarkets and hypermarkets, by frequency of shopping at online, April 2013
                                                                                                  • Figure 121: Consumer attitudes towards buying from supermarkets and hypermarkets, by frequency of shopping at supermarkets online, April 2013
                                                                                                  • Figure 122: Consumer attitudes towards buying from supermarkets and hypermarkets, by frequency of shopping at hypermarkets online, April 2013
                                                                                                  • Figure 123: Consumer attitudes towards buying from supermarkets and hypermarkets, by demographics, April 2013

                                                                                              Companies Covered

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                                                                                              Supermarkets and Hypermarkets - China - June 2013

                                                                                              £3,195.84 (Excl.Tax)