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Supermarkets and Hypermarkets - China - November 2016

“The disruptive growth of online grocery retailing is seriously challenging the supermarket and hypermarket sector. It can offer chain store retailers greater reach, and they have the advantage of logistics and existing customer bases of often loyal consumers. But, in order to face the online challenge, supermarket and hypermarket chains must raise their game by providing both better-quality products and service. They can use online integration to reach more consumers, including in rural areas. This will require retailers to improve their service offerings, adapt their store formats to suit changing consumer needs, and become more responsive to, and engaged with, their increasingly diversified and online customers.”
– Matthew Crabbe, Director of Research, Asia-Pacific

This Report discusses the following key topics:

  • What future for physical stores in an online world?
  • The chill-chain challenge
  • The mobile grocer
  • Making grocery shopping pleasant

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Growth slower than overall retail sales
              • Figure 1: China – Total market value for physical store grocery retail sales, 2011-21
            • Companies and brands
              • Figure 2: China – Top 10 supermarket and hypermarket retailers’ value market share, 2014 and 2015
            • Market shares being squeezed
              • The consumer
                • Grocery shopping now as much online as in-store
                  • Figure 3: Retail channels shopped from by consumers in the past six months, July 2016
                • Consumers trying online fresh, chilled and frozen food shopping
                  • Figure 4: Products bought from supermarkets and/or hypermarkets and/or online retailers in the last six months, July 2016
                • Convenience remains the key channel choice motive
                  • Figure 5: Reasons for choosing to shop at supermarkets, hypermarkets or online grocers in the last six months, July 2016
                • Food safety remains the top differentiator
                  • Figure 6: Factors important to consumers when deciding which supermarket, hypermarket or online grocery retailer to shop at, July 2016
                • Grocery shopping can still be an enjoyable experience
                  • Figure 7: Consumer preferences when shopping at supermarket, hypermarket or online grocery retailers, July 2016
                • Private label proves its potential
                  • Figure 8: Consumer attitudes towards shopping at supermarket, hypermarket or online grocery retailers, July 2016
                • Key consumer groups
                  • Figure 9: Key consumer groups based on consumer attitudes towards shopping at supermarket, hypermarket or online grocery retailers, July 2016
                • What we think
                • Issues and Insights

                  • What future for physical stores in an online world?
                    • The facts
                      • The implications
                        • The chill-chain challenge
                          • The facts
                            • The implications
                              • The mobile grocer
                                • The facts
                                  • The implications
                                    • Making grocery shopping pleasant
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Slow but steady ahead
                                            • The rise of online grocery
                                              • Online, mobile, social and virtual
                                                • First city, then suburb, now countryside
                                                • Market Size and Forecast

                                                  • Physical stores facing slowing growth
                                                    • Figure 10: China – Total market value for physical store grocery retail sales, 2011-21
                                                  • Online impact
                                                    • Figure 11: China – Total online retail market value, 2011-21
                                                • Market Segmentation

                                                  • The rise of online grocery
                                                      • Figure 12: China – Grocery retail outlet numbers and sales value, by sector, including online grocery retail, 2012-16
                                                  • Channels to Market

                                                    • The push to grow online grocery
                                                      • Figure 13: China – Online retail sales value, by sector, 2012-16
                                                      • Figure 14: China – Online retail sales value % share, by sector, including online grocery retail, 2012-16
                                                    • Creating new competition
                                                      • Social media shopping
                                                        • Figure 15: Monthly active users of QQ, Qzone, WeChat and Sina Weibo, December 2013-15
                                                      • Can retailer-owned shopping sites succeed?
                                                      • Market Drivers

                                                        • The wider consumer economy
                                                            • Figure 16: China – Total retail sales and consumer expenditure share of GDP, 2011-15
                                                          • The pocket supermarket
                                                            • Figure 17: China – Mobile internet users, shoppers and mobile online shopping market value, 2011-16
                                                          • Opening up the rural market
                                                            • Figure 18: China – Rural population and poverty, 2005-25
                                                            • Figure 19: Average rural and urban per capita disposable household income, 2010-14
                                                          • Rural online
                                                            • Taobao villages
                                                            • Companies and Brands – What You Need to Know

                                                              • Leading chains losing share
                                                                • Targeting higher value and wider spread
                                                                • Market Share

                                                                  • Market shares being squeezed
                                                                    • Figure 20: China – Top 10 supermarket and hypermarket retailers’ value market share, 2014 and 2015
                                                                    • Figure 21: China – Top 10 grocery retailers’ value retail turnover, 2014 and 2015
                                                                  • China Resources leading by store numbers
                                                                    • Figure 22: China – Top 10 grocery retailers’ market share, by store numbers, 2014 and 2015
                                                                    • Figure 23: China – Top 10 grocery retailers’ outlet numbers, 2014 and 2015
                                                                  • Ranking by revenue per outlet
                                                                      • Figure 24: China – Top 10 grocery retailers’ average sales revenue per outlet, 2014 and 2015
                                                                    • Ranking of leading online retailers
                                                                      • Figure 25: China – Leading online B2C retail portals’ share of market value, 2014 and 2015
                                                                      • Figure 26: China – Top three online B2C retail portals’ share of market value, 2014 and 2015
                                                                  • Competitive Strategies

                                                                    • Bricks-to-clicks cooperation
                                                                      • Bricks-to-clicks versus clicks-to-bricks
                                                                        • Food companies going direct to consumers online
                                                                          • The rise of the high-end greengrocers
                                                                            • Pagoda: China’s premier greengrocer chain
                                                                              • FruitDay: financing greater expansion
                                                                                • Private label
                                                                                  • High-end supermarkets
                                                                                    • Cross-border online competition
                                                                                      • Geographical expansion
                                                                                        • Could mobile grocery trucks make a comeback?
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Grocery goes online
                                                                                            • Fresh and frozen food find online favour
                                                                                              • Convenience remains key to channel choice
                                                                                                • Food safety remains paramount
                                                                                                  • Accentuate the enjoyment
                                                                                                    • Promoting private label
                                                                                                      • Key consumer groups
                                                                                                      • Channels Used for Grocery Shopping

                                                                                                        • Grocery goes online
                                                                                                          • Figure 27: Retail channels shopped from by consumers in the past six months, July 2016
                                                                                                        • The online/offline grocery gender and age gap
                                                                                                          • Figure 28: Retail channels shopped from by consumers in the past six months, by age and gender, July 2016
                                                                                                      • What People Buy by Channel

                                                                                                        • Online makes inroads into fresh and frozen food sales
                                                                                                          • Figure 29: Products bought from online retailers in the last six months, compared with the previous year, July 2015 and July 2016
                                                                                                          • Figure 30: Products bought from supermarkets and/or hypermarkets and/or online retailers in the last six months, July 2016
                                                                                                        • Older women lead fresh food online shopping
                                                                                                          • Figure 31: Products bought from online retailers for home delivery in the last six months, by gender and age, July 2016
                                                                                                        • Online food shopping driven by income
                                                                                                          • Figure 32: Products bought from supermarkets and/or hypermarkets and/or online retailers in the last six months, by monthly household income group, July 2016
                                                                                                      • Reasons for Shopping

                                                                                                        • Convenience, convenience, convenience!
                                                                                                            • Figure 33: Reasons for choosing to shop at supermarkets, hypermarkets or online grocers in the last six months, July 2016
                                                                                                          • Shopping reasons by gender and age group
                                                                                                            • Figure 34: Reasons for choosing to shop at supermarkets, hypermarkets or online grocers in the last six months, by gender and age, July 2016
                                                                                                        • Factors Influencing where People Shop

                                                                                                          • Food safety sensitivity increases
                                                                                                            • Figure 35: Factors important to consumers when deciding which supermarket, hypermarket or online grocery retailer to shop at, by important choice factors when deciding which supermarkets/hypermarkets to visit, July 2016 and July 2015
                                                                                                            • Figure 36: Factors important to consumers when deciding which supermarket, hypermarket or online grocery retailer to shop at, July 2016
                                                                                                          • Key choice factors by income group
                                                                                                              • Figure 37: Factors important to consumers when deciding which supermarket, hypermarket or online grocery retailer to shop at, by monthly household income group, July 2016
                                                                                                          • Shopping Preferences

                                                                                                            • Most people still enjoy shopping
                                                                                                                • Figure 38: Consumer preferences when shopping at supermarket, hypermarket or online grocery retailers, July 2016
                                                                                                              • Preferences differ sharply by gender
                                                                                                                  • Figure 39: Consumer preferences when shopping at supermarket, hypermarket or online grocery retailers, by gender and age, July 2016
                                                                                                                • High income, high integration
                                                                                                                  • Figure 40: Consumer preferences when shopping at supermarket, hypermarket or online grocery retailers, by monthly household income group, July 2016
                                                                                                              • Attitudes towards Grocery Shopping

                                                                                                                • Big potential for private label
                                                                                                                    • Figure 41: Consumer attitudes towards shopping at supermarket, hypermarket or online grocery retailers, July 2016
                                                                                                                  • Attitudes towards online grocery shopping by income
                                                                                                                    • Figure 42: Consumer attitudes towards mobile grocery shopping at supermarket, hypermarket or online grocery retailers, by monthly household income group, July 2016
                                                                                                                  • Attitudes towards speed and convenience by income
                                                                                                                      • Figure 43: Consumer attitudes towards convenience/speed of grocery shopping at supermarket, hypermarket or online grocery retailers, by monthly household income group, July 2016
                                                                                                                    • Attitudes towards quality by income
                                                                                                                      • Figure 44: Consumer attitudes towards quality of grocery shopping at supermarket, hypermarket or online grocery retailers, by monthly household income group, July 2016
                                                                                                                    • Attitudes towards service and loyalty by income
                                                                                                                      • Figure 45: Consumer attitudes towards service and loyalty when grocery shopping at supermarket, hypermarket or online grocery retailers, by monthly household income group, July 2016
                                                                                                                  • Key Consumer Groups

                                                                                                                    • Key consumer groups
                                                                                                                      • Figure 46: Key consumer groups based on consumer attitudes towards shopping at supermarket, hypermarket or online grocery retailers, July 2016
                                                                                                                    • Fresh produce seekers
                                                                                                                      • Who they are
                                                                                                                        • What they like
                                                                                                                          • How to market to them
                                                                                                                            • Convenience-driven shoppers
                                                                                                                              • Who they are
                                                                                                                                • What they like
                                                                                                                                  • How to market to them
                                                                                                                                    • Quality-driven shoppers
                                                                                                                                      • Who they are
                                                                                                                                        • What they like
                                                                                                                                          • How to market to them
                                                                                                                                            • Figure 47: Key consumer groups based on consumer attitudes towards shopping at supermarket, hypermarket or online grocery retailers, by consumer segmentation, July 2016
                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                            • Abbreviations
                                                                                                                                              • Consumer research methodology
                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                • Total luxury retail market value
                                                                                                                                                  • Figure 48: China – Total grocery outlet retail sales value, 2011-21
                                                                                                                                                • Forecast Methodology

                                                                                                                                                Companies Covered

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

                                                                                                                                                Supermarkets and Hypermarkets - China - November 2016

                                                                                                                                                US $3,990.00 (Excl.Tax)