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Bakery Houses - China - June 2019

Covered in this report

This report covers bakery chains, independent bakery shops and bakery sections located in supermarkets or hypermarkets that offer an assortment of bakery products, such as bread, cakes, pastries, sandwiches, and coffee. Packaged bakery products with barcodes sold at retail channels are excluded.

“The bakery house market has registered double-digit growth in recent years, mostly driven by strong willingness for consumption upgrade. Today’s bakery houses are no longer just food providers, but are assuming a greater role in consumers’ social lives. On the one hand, there is potential for healthier bakery products such as low calorie bread. And indulgence-driven consumption also makes cake the most beloved bakery category. Products that can strike a balance between health and taste such as soft European bread would be innovation in the desired direction.”

– Cici Wu, Research Analyst

This report examines the following issues:

  • Authenticity can help single item bakeries achieve long term popularity
  • Explore online and offline synergy to close up consumption cycle
  • Serving demand for consumption upgrade with healthier bread

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Market value expected to maintain double-digit increase
              • Figure 1: Best- and worst-case forecast for bakery houses, by value, 2014-24
            • Volume consumption likely to be lifted by rising interest in Western dietary habits
              • Combo offering of bakery goods plus drinks become common
                • Companies and brands
                  • Smart technology helps to improve in-store experience
                    • Low calorie bakery to serve consumers on a diet
                      • Artisan becomes a catch phrase of the bakery industry
                        • The consumer
                          • Bakery chains preferred by frequent visitors
                            • Figure 2: Visiting frequency, March 2019
                          • Personal consumption needs are the top visiting purposes
                            • Figure 3: Reasons for visiting, march 2019
                          • Most willing to pay premium price for better ingredients
                            • Figure 4: Product features willing to pay more for, March 2019
                          • Cake enjoys high level of satisfaction
                            • Figure 5: Attitudes towards bakery products, March 2019
                          • Product offering is the final distinguisher
                            • Figure 6: Store features that encourage visiting, March 2019
                          • Divided attitudes towards bakeries with social media buzz
                            • Figure 7: Attitudes towards bakery houses popular on social media, March 2019
                          • What we think
                          • Issues and Insights

                            • Authenticity can help single item bakeries achieve long term popularity
                              • The facts
                                • The implications
                                  • Figure 8: Examples of bakeries that highlight a long history
                                • Explore online and offline synergy to close up consumption cycle
                                  • The facts
                                    • The implications
                                      • Serving demand for consumption upgrade with healthier bread
                                        • The facts
                                          • The implications
                                            • Figure 9: Baking ingredients that offer diet-friendly indulgence
                                        • The Market – What You Need to Know

                                          • Value growth remains at high level
                                            • Bakery consumption further driven by Western dietary habits
                                              • Bakery product plus drinks combo offerings help to boost demand
                                              • Market Size and Forecast

                                                • Double-digit growth expected to continue
                                                  • Figure 10: Best- and worst-case forecast for bakery houses, by value, 2014-24
                                              • Market Factors

                                                • Westernised dietary trends potential to drive average consumption
                                                  • Bakery goods plus drinks become standard formula
                                                    • Figure 11: Examples of tea shop and coffee house’ investments in bakery houses
                                                  • Third-party collaborations open up new sales opportunities
                                                    • Figure 12: WithWheat’s kiosk in Hema Fresh
                                                • Key Players – What You Need to Know

                                                  • Serving the needs of calorie conscious consumers
                                                    • Single-category bakeries achieve upgrade through diversity of variants
                                                      • Artisan bakeries stress authenticity
                                                      • Competitive Strategies

                                                        • Targeting consumers on a diet with low calorie baked goods
                                                          • Figure 13: Examples of low calorie bread
                                                          • Figure 14: Global examples of packaged bread claiming use of healthy ingredients
                                                        • Increase aesthetic appeal through cobranding
                                                          • Figure 15: Mr. Choi’s cobranded campaign
                                                        • Delivering supreme luxury through interior design
                                                          • Figure 16: Examples of premium bakery stores
                                                        • Leverage cross category innovations to grab consumer attention
                                                          • Figure 17: Pantry’s Best cakes with innovative flavours
                                                          • Figure 18: Cake Boss’ tinned mini cake
                                                      • Who’s Innovating?

                                                        • Wedome improves in-store traffic flow with smart technology
                                                          • Figure 19: Wedome’s smart kiosk that allows facial payment
                                                        • Category upgrade by way of diversification
                                                          • Figure 20: Examples of single category bakeries
                                                        • Social media and sharing of images drives use of colour
                                                          • Figure 21: Examples of colourful bakery products
                                                        • Sought after exclusivity for individual needs
                                                          • Artisanal bakery products to deliver authenticity
                                                            • Figure 22: Examples of artisan bakeries
                                                        • The Consumer – What You Need to Know

                                                          • Frequent visitors more driven by social purposes
                                                            • Soft European bread has bigger role to play in lower tier markets
                                                              • Internet-famous bakeries receive polarised attitudes
                                                              • Visiting Frequency

                                                                • Bakery chains attract the most frequent visitor
                                                                  • Figure 23: Visiting frequency, March 2019
                                                                  • Figure 24: Visiting frequency of bakery chain, by gender, March 2019
                                                                • Higher visiting frequency in tier one markets
                                                                  • Figure 25: Visiting frequency of consumers living in tier one markets, April 2015 and March 2019
                                                              • Visiting Reasons

                                                                • Assuaging hunger is the major visiting purpose
                                                                  • Figure 26: Reasons for visiting, march 2019
                                                                  • Figure 27: Reasons for visiting, by marital status, march 2019
                                                                • But social purposes further drive consumption frequency
                                                                  • Figure 28: Visiting purpose, by visiting frequency, march 2019
                                                                  • Figure 29: Gap of visiting reasons between males and females (as benchmark), march 2019
                                                                  • Figure 30: WithWheat receipts with short love stories on Valentine’s Day
                                                                • Parents tend to have more planned purchases
                                                                  • Figure 31: Selected visiting purposes, by family structure, March 2019
                                                              • Premiumisation Factors

                                                                • Ingredients upgrade is the fundamental driver of premiumisation
                                                                  • Figure 32: Product features willing to pay more for, March 2019
                                                                  • Figure 33: Global examples of packaged bread claiming use of healthy ingredients
                                                                  • Figure 34: Premiumisation factors – TURF Analysis, March 2019
                                                                • Frequent visitors are also willing to pay more for packaging and in-store design upgrade
                                                                  • Figure 35: Product features willing to pay more for, by visiting frequency, March 2019
                                                                  • Figure 36: Briant Bakery with its stone kiln
                                                                • Exotic flavour and customisation also appeal to lower income earners
                                                                  • Figure 37: Product features willing to pay more for, by personal income, March 2019
                                                              • Attitudes towards Bakery Products

                                                                • Cake as a beloved dessert
                                                                  • Figure 38: Attitudes towards bakery products, March 2019
                                                                  • Figure 39: Percentage of having tried and liked the dessert, by age, March 2019
                                                                • Bread preferred by consumers working in foreign enterprises
                                                                  • Figure 40: Percentage of having tried and liked the bread, by company type, March 2019
                                                                • Potential to enter lower tier markets with soft European bread
                                                                  • Figure 41: Bakery products haven’t tried but interested in trying, by city tier, March 2019
                                                              • Store Attractiveness

                                                                • Product offering is the major driver
                                                                  • Figure 42: Store features that encourage visiting, March 2019
                                                                  • Figure 43: Selected store features that encourage visiting, by age, March 2019
                                                                  • Figure 44: Store attractiveness – TURF Analysis, March 2019
                                                                • Baking-related products and activities are sought after by frequent visitors
                                                                  • Figure 45: Store features that encourage visiting, by visiting frequency, March 2019
                                                                  • Figure 46: Baking workshops inside bakery houses
                                                              • Attitudes towards Bakery Houses

                                                                • Taste and ingredients hold similar weight
                                                                  • Figure 47: Attitudes towards taste and ingredients, March 2019
                                                                  • Figure 48: Attitudes towards taste and ingredients, by gender, March 2019
                                                                • Offline bakeries are winning with multiple sensory delights
                                                                  • Figure 49: Attitudes towards product preference, March 2019
                                                                • Consumers expect to be surprised
                                                                  • Figure 50: Attitudes towards bakery visiting, March 2019
                                                                • Polarised attitudes towards bakery houses popular on social media
                                                                  • Figure 51: Attitudes towards bakery houses popular on social media, March 2019
                                                                  • Figure 52: Attitudes towards bakeries popular on social media, by gender & generation, March 2019
                                                                  • Figure 53: Examples of bakery products in enticing gifs
                                                                  • Figure 54: Store features that encourage visiting, by attitudes towards bakeries popular on social media, March 2019
                                                              • Meet the Mintropolitans

                                                                • Ingredients hold stronger weight than taste among Mintropolitans
                                                                  • Figure 55: Attitudes towards taste & ingredients of bakery products, by consumer classification, March 2019
                                                                  • Figure 56: Selected features willing to pay more for, by consumer classification, March 2019
                                                                • Bakery visiting plays a stronger role in their social life
                                                                  • Figure 57: Visiting purpose, by visiting frequency, by consumer classification, march 2019
                                                                  • Figure 58: Attitudes towards bakery houses popular on social media, by consumer classification, March 2019
                                                              • Appendix – Market Size and Forecast

                                                                  • Figure 59: Sales value of bakery houses, China, 2014-2024
                                                              • Appendix – Methodology and Abbreviations

                                                                • Methodology
                                                                  • Fan chart forecast
                                                                    • TURF Analysis
                                                                      • Abbreviations

                                                                      Bakery Houses - China - June 2019

                                                                      £3,486.28 (Excl.Tax)