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Traditional Chinese Snacks - China - March 2013

Given the growing diversity of consumers’ snacking habits, in terms of locations and occasions, there are opportunities for manufacturers to create new snacking environments, for example by encouraging more daytime snacking in the office, or when on the go.”

– Eileen Ngieng – Senior Research Analyst

In this report we answer the key questions:

  • What is the current state of the traditional Chinese snacks market, and how is the market expected to develop in the near future? What are the key market drivers and challenges the market faces?
  • What are consumers’ attitudes towards traditional Chinese snacks, and the key factors affecting their product choice?
  • What qualities are important for snacks to succeed in the traditional Chinese snacks market? In light of consumer attitudes, what areas offer future potential for product development?

 

Report Introduction:

Traditionally, the Chinese diet promotes an ‘eat little and often’ approach, making snacking an integral part of the traditional Chinese food culture.

Usage of traditional Chinese snacks is almost universal among Chinese consumers, reflecting the traditional Chinese diet. As such, the snacks market in China houses a wide range of products and brands, with many manufacturers operating in this category. Although consumption of traditional Chinese snack products has typically centred around festivals and celebrations, particularly traditional Chinese festivals such as Chinese New Year (Spring Festival), they are now becoming more ingrained into consumers’ daily routines, as China’s economy has grown and consumer lifestyles have changed.

Reflecting the overarching health trend, demand for healthy options in the snacks market – and in all food and beverages categories – is rising, creating opportunities for manufacturers. However, consumers do not want the taste of snacks to be compromised. Thus, there is scope for the development of healthier products by adapting processing techniques and by including more healthy ingredients to benefit the market. However, emotional aspects such as enjoyment are increasingly recognised as having health benefits and are equally important to users of traditional Chinese snacks. Snacks associated with positive sentiments should appeal to consumers buying snacks for emotional rather than rational needs.

Although there are many different ways manufacturers can help to give food products a premium positioning, arguably the most obvious signifiers are the quality of both the packaging and the ingredients. An interesting way for brands to stand out from their competitors is to communicate their traditional aspects and leverage their heritage. Snack brands could also add value to products by using premium ingredients or by removing additives/preservatives. Smaller pack sizes offering greater convenience can also justify higher prices per unit volume. Brand communication is also important.

Given the growing diversity of consumers’ snacking habits, in terms of locations and occasions, there are opportunities for manufacturers to create new snacking environments, for example by encouraging more daytime snacking in the office, or when on the go.”

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
        • Executive Summary

            • The market
                • Figure 1: China retail sales of traditional Chinese snacks, by value, 2007-17
                • Figure 2: China retail sales of traditional Chinese snacks, by segment, by value, 2008-12
                • Figure 3: China retail sales of traditional Chinese snacks, by segment, by volume, 2008-12
              • Companies and brands
                • The consumer
                  • Frequency of eating traditional Chinese snacks
                    • Occasions traditional Chinese snacks are typically consumed on
                      • Retail channels
                        • Attitudes towards traditional Chinese snacks
                          • Most important factors considered when buying traditional Chinese snacks
                            • Figure 5: Factors considered when buying traditional Chinese snacks, January 2013
                          • Attitudes towards traditional Chinese snacks
                            • Figure 6: Attitudes towards traditional Chinese snacks, January 2013
                          • Lifestyle demand
                            • Taste and health development
                              • Premiumisation demand
                                • Key trends
                                  • Changing lifestyles create more snacking opportunities
                                    • Balancing health and taste will drive traditional Chinese snacks
                                      • Premium snacks emerge in China
                                        • What we think
                                        • The Market

                                          • Key points
                                            • Market size
                                              • Figure 7: China retail sales of traditional Chinese snacks, by volume and value, 2007-17
                                            • The forecast
                                              • Figure 8: China retail sales of traditional Chinese snacks, by value, 2007-17
                                            • Market segmentation
                                              • Figure 9: China retail sales of traditional Chinese snacks, by segment, by value, 2008-12
                                              • Figure 10: China retail sales of traditional Chinese snacks, by segment, by volume, 2008-12
                                              • Figure 11: Share of China retail sales of traditional Chinese snacks, by segment, by value, 2008 and 2012
                                              • Figure 12: Share of China retail sales of traditional Chinese snacks, by segment, by volume, 2008 and 2012
                                              • Figure 13: Product launches within the traditional Chinese snacks market, by category, 2008-12
                                          • Companies and Brands

                                            • Key points
                                              • Figure 14: Leading companies’ share of retail sales of China traditional Chinese snacks, by value, 2009-11
                                              • Figure 15: China retail sales of traditional Chinese snacks, by segment, by volume, 2008-12
                                            • Want Want China Holdings Ltd
                                              • Liwayway Holdings Company Limited
                                                • Shanghai Laiyifen Food Co., Ltd
                                                  • Chengdu Bangbangwa Industry Co., Ltd
                                                    • Hangzhou Yaotaitai Foods Co., Ltd
                                                    • The Consumer

                                                      • Key points
                                                        • Frequency of eating traditional Chinese snacks
                                                          • Figure 16: Frequency of eating traditional Chinese snacks, January 2013
                                                        • Usage occasions
                                                          • Figure 17: Occasions for eating traditional Chinese snacks, January 2013
                                                        • Most important factors considered when buying traditional Chinese snacks
                                                          • Figure 18: Factors considered when buying traditional Chinese snacks, January 2013
                                                        • Buying channels
                                                          • Figure 19: Channels from which traditional Chinese snacks have been purchased in the past six months, January 2013
                                                        • Attitudes towards traditional Chinese snacks
                                                          • Figure 20: Attitudes towards traditional Chinese snacks, January 2013
                                                        • Changing lifestyles create more snacking opportunities
                                                          • Strong interest in health and taste
                                                            • Premium snacks are in demand
                                                            • Changing Lifestyles Create More Snacking Opportunities for Traditional Chinese Snacks

                                                              • Key points
                                                                • The traditional Chinese snacks market gears up for a change in consumer lifestyle
                                                                  • Breaking with traditional Chinese snacking habits
                                                                    • On-the-go snacking still in its infancy
                                                                      • Figure 21: Locations for eating snacks, December 2011
                                                                      • Figure 22: Occasions for eating traditional Chinese snacks, January 2013
                                                                    • Snacks for leisure
                                                                      • Figure 23: Most popular leisure activities for middle class consumers, April 2012
                                                                      • Figure 24: Discretionary spending areas, April 2012
                                                                      • Figure 25: Types of products bought in convenience stores, October 2012
                                                                      • Figure 26: Share of traditional Chinese snacks product launches, by usability claims, 2008-12
                                                                    • What it means
                                                                    • Balancing Health and Taste Will Drive Traditional Chinese Snacks

                                                                      • Key points
                                                                        • Health becomes important without compromising the taste
                                                                          • Figure 27: Factors considered important when buying traditional Chinese snacks, January 2013
                                                                          • Figure 28: Share of product launches within the China traditional Chinese snacks market, by claims, 2008-12
                                                                        • Air cured meat snacks maintain nutrition
                                                                          • Healthy snacks with vegetarian claims
                                                                            • Brands tap into the emotional attachment consumers have towards traditional Chinese snacks
                                                                              • Figure 29: Occasions for eating traditional Chinese snacks, January 2013
                                                                            • Want Want positions its brand with ‘Want Want Spirit’
                                                                              • ‘Want Want Spirit’ and health benefits
                                                                                • What it means
                                                                                • Premium Traditional Chinese Snacks Emerge in China

                                                                                  • Key points
                                                                                    • Product price and the premium shift
                                                                                      • Figure 30: Average price per kg for traditional Chinese snacks, by sector, 2008-12
                                                                                    • Reasons for Chinese consumers to choose premium snacks
                                                                                      • Figure 31: Food product claims consumers deem to be worth paying extra for, China, March 2012
                                                                                      • Figure 32: Attitudes towards traditional Chinese snacks, January 2013
                                                                                    • Traditional Chinese snacks leverage heritage and improve the quality of their ingredients and production techniques to establish a premium image
                                                                                      • The delivery of the premium message is important
                                                                                        • Simple packaging improvements in China
                                                                                          • Chinese New Year offers significant potential for snacking brands
                                                                                            • Smaller brands target seasonal consumers through gift packs
                                                                                              • What it means
                                                                                              • Appendix – Frequency of Eating Traditional Chinese Snacks

                                                                                                  • Figure 33: Frequency of eating traditional Chinese snacks, January 2013
                                                                                                  • Figure 34: Frequency of eating traditional Chinese snacks, January 2013
                                                                                                  • Figure 35: Frequency of eating preserved fruit, by demographics, January 2013
                                                                                                  • Figure 36: Frequency of eating preserved fruit, by demographics, January 2013 (continued)
                                                                                                  • Figure 37: Frequency of eating meat snacks (e.g. dried pork, dried beef, duck necks, etc), by demographics, January 2013
                                                                                                  • Figure 38: Frequency of eating meat snacks (e.g. dried pork, dried beef, duck necks, etc), by demographics, January 2013 (continued)
                                                                                                  • Figure 39: Frequency of eating dried fish/seafood snacks, by demographics, January 2013
                                                                                                  • Figure 40: Frequency of eating fried fish/seafood snacks, by demographics, January 2013 (continued)
                                                                                                  • Figure 41: Frequency of eating spiced corned eggs, by demographics, January 2013
                                                                                                  • Figure 42: Frequency of eating spiced corned eggs, by demographics, January 2013 (continued)
                                                                                                  • Figure 43: Frequency of eating truffle snacks (e.g. pickled mushrooms), by demographics, January 2013
                                                                                                  • Figure 44: Frequency of eating truffle snacks (e.g. pickled mushrooms), by demographics, January 2013 (continued)
                                                                                                  • Figure 45: Frequency of eating rice crackers, by demographics, January 2013
                                                                                                  • Figure 46: Frequency of eating rice crackers, by demographics, January 2013 (continued)
                                                                                                  • Figure 47: Frequency of eating vegetable-based snacks (bean curd, pickled bamboo shoot), by demographics, January 2013
                                                                                                  • Figure 48: Frequency of eating vegetable-based snacks (bean curd, pickled bamboo shoot), by demographics, January 2013 (continued)
                                                                                              • Appendix – Occasions for Eating Traditional Chinese Snacks

                                                                                                  • Figure 49: Occasions for eating traditional Chinese snacks, January 2013
                                                                                                  • Figure 50: Most popular occasions for eating traditional Chinese snacks, by demographics, January 2013
                                                                                                  • Figure 51: Next most popular occasions for eating traditional Chinese snacks, by demographics, January 2013
                                                                                                  • Figure 52: Occasions for eating traditional Chinese snacks, by most popular frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 53: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 54: Occasions for eating traditional Chinese snacks, by most popular frequency of eating meat snacks, January 2013
                                                                                                  • Figure 55: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating meat snacks, January 2013
                                                                                                  • Figure 56: Occasions for eating traditional Chinese snacks, by most popular frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 57: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 58: Occasions for eating traditional Chinese snacks, by most popular frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 59: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 60: Occasions for eating traditional Chinese snacks, by most popular frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 61: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 62: Occasions for eating traditional Chinese snacks, by most popular frequency of eating rice crackers, January 2013
                                                                                                  • Figure 63: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating rice crackers, January 2013
                                                                                                  • Figure 64: Occasions for eating traditional Chinese snacks, by most popular frequency of eating vegetable-based snacks, January 2013
                                                                                                  • Figure 65: Occasions for eating traditional Chinese snacks, by next most popular frequency of eating vegetable-based snacks, January 2013
                                                                                              • Appendix – Channels Traditional Chinese Snacks Are Purchased From

                                                                                                  • Figure 66: Channels from which traditional Chinese snacks have been purchased in the past six months, January 2013
                                                                                                  • Figure 67: Most popular channels from which traditional Chinese snacks have been purchased in the past six months, by demographics, January 2013
                                                                                                  • Figure 68: Next most popular channels from which traditional Chinese snacks have been purchased in the past six months, by demographics, January 2013
                                                                                                  • Figure 69: Other channels from which traditional Chinese snacks have been purchased in the past six months, by demographics, January 2013
                                                                                                  • Figure 70: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 71: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 72: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating meat snacks, January 2013
                                                                                                  • Figure 73: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating meat snacks, January 2013
                                                                                                  • Figure 74: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 75: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 76: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 77: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 78: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 79: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 80: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating rice crackers, January 2013
                                                                                                  • Figure 81: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating rice crackers, January 2013
                                                                                                  • Figure 82: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular frequency of eating vegetable-based snacks, January 2013
                                                                                                  • Figure 83: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular frequency of eating vegetable-based snacks, January 2013
                                                                                                  • Figure 84: Channels from which traditional Chinese snacks have been purchased in the past six months, by most popular occasions of eating traditional Chinese snacks, January 2013
                                                                                                  • Figure 85: Channels from which traditional Chinese snacks have been purchased in the past six months, by next most popular occasions of eating traditional Chinese snacks, January 2013
                                                                                              • Appendix – Attitudes towards Traditional Chinese Snacks

                                                                                                  • Figure 86: Most popular attitudes towards traditional Chinese snacks, by demographics, January 2013
                                                                                                  • Figure 87: Next most popular attitudes towards traditional Chinese snacks, by demographics, January 2013
                                                                                                  • Figure 88: Attitudes towards traditional Chinese snacks, January 2013
                                                                                                  • Figure 89: Attitudes towards traditional Chinese snacks, by most popular frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 90: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 91: Attitudes towards traditional Chinese snacks, by most popular frequency of eating meat snacks, January 2013
                                                                                                  • Figure 92: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating meat snacks, January 2013
                                                                                                  • Figure 93: Attitudes towards traditional Chinese snacks, by most popular frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 94: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 95: Attitudes towards traditional Chinese snacks, by most popular frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 96: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 97: Attitudes towards traditional Chinese snacks, by most popular frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 98: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 99: Attitudes towards traditional Chinese snacks, by most popular frequency of eating rice crackers, January 2013
                                                                                                  • Figure 100: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating rice crackers, January 2013
                                                                                                  • Figure 101: Attitudes towards traditional Chinese snacks, by most popular frequency of eating vegetable-based snacks, January 2013
                                                                                                  • Figure 102: Attitudes towards traditional Chinese snacks, by next most popular frequency of eating vegetable-based snacks, January 2013
                                                                                              • Appendix – Factors Considered When Buying Traditional Chinese Snacks

                                                                                                  • Figure 103: Most important factors considered when buying traditional Chinese snacks, by demographics, January 2013
                                                                                                  • Figure 104: Next most important factors considered when buying traditional Chinese snacks, by demographics, January 2013
                                                                                                  • Figure 105: Factors considered when buying traditional Chinese snacks, January 2013
                                                                                                  • Figure 106: Factors considered when buying traditional Chinese snacks, by frequency of eating preserved fruits, January 2013
                                                                                                  • Figure 107: Factors considered when buying traditional Chinese snacks, by frequency of eating meat snacks, January 2013
                                                                                                  • Figure 108: Factors considered when buying traditional Chinese snacks, by frequency of eating dried fish/seafood snacks, January 2013
                                                                                                  • Figure 109: Factors considered when buying traditional Chinese snacks, by frequency of eating spiced corned eggs, January 2013
                                                                                                  • Figure 110: Factors considered when buying traditional Chinese snacks, by frequency of eating truffle snacks, January 2013
                                                                                                  • Figure 111: Factors considered when buying traditional Chinese snacks, by frequency of eating rice crackers, January 2013
                                                                                                  • Figure 112: Factors considered when buying traditional Chinese snacks, by frequency of eating vegetable-based snacks, January 2013
                                                                                              • Appendix – Further Attitudes Towards Traditional Chinese Snacks

                                                                                                  • Figure 113: Attitudes towards traditional Chinese snacks, January 2013
                                                                                                  • Figure 114: Agreement with the statements “I tend to purchase traditional Chinese snacks with health benefits” and “I prefer the taste of traditional Chinese snacks compared to Western snacks”, by demographics, January 2013
                                                                                                  • Figure 115: Agreement with the statements “Advertisements for traditional Chinese snacks are likely to encourage me to buy” and “I find other ways to buy (eg through online retailers) special traditional Chinese snacks from other local regions that are not available in my local stores”, by demographics, January 2013
                                                                                                  • Figure 116: Agreement with the statements “I consider traditional Chinese snacks to be healthier than Western snacks” and “There are too many ranges of snacks available in stores to choose from”, by demographics, January 2013
                                                                                                  • Figure 117: Agreement with the statements “Nuts and seeds are getting too expensive” and “I would be more likely to choose traditional Chinese snacks with attractive packaging”, by demographics, January 2013
                                                                                                  • Figure 118: Agreement with the statements “I often buy traditional Chinese snacks on impulse” and “Some traditional Chinese snacks I like are not available widely”, by demographics, January 2013
                                                                                                  • Figure 119: Agreement with the statements “Traditional Chinese snacks are a healthy alternative when I don’t have time to have a meal” and “I limit the amount of traditional Chinese snacks I eat because it’s unhealthy”, by demographics, January 2013

                                                                                              Companies Covered

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                                                                                              Traditional Chinese Snacks - China - March 2013

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