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China Biscuit, Crackers and Cookies Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Biscuit, Crackers and Cookies market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines China’s retail market of biscuits, crackers and cookies. Market size comprises sales through all retail channels including direct to consumers. Mintel divides the biscuit market into two segments:

Savoury biscuits: this includes

  • Crisp breads
  • Savoury rusks
  • Savoury wafers
  • Toasted breads
  • French toast

Sweet biscuits: this includes

  • Waffles
  • Cookies
  • Crisp rolls
  • Assortments
  • Sweet wafers
  • Sandwich biscuits
  • Chocolate biscuits
  • Gingerbread

What you need to know

Product innovation and premiumisation has helped the biscuits market to recover in terms of both retail value and retail volume. Meanwhile, consumers’ craving for indulgence and interest in formulation innovations will continue to drive growth. There is the opportunity to enhance the indulgence and mood comforting roles of sweet biscuits with crispy or smooth textures, while savoury biscuits enjoy a healthy image and there are opportunities for them to accompany meals.

Looking ahead, as consumers today are willing to pay more for the healthiness and freshness of biscuits, freshly baked and short-shelf-life biscuits with ingredients that are good for health or have special functions could become premiumisation options.

Expert analysis from a specialist in the field

Written by Bella Li, a leading analyst in the Food & Drink Analyst sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Even though consumers are still craving indulgence, traditional biscuits can no longer meet the needs of new generations of consumers. In a highly competitive market with high product homogenity, biscuits producers that can provide innovative formulations while considering biscuits’ healthiness and freshness could satisfy consumer needs. Bella Li
Food & Drink Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Definition
          • Executive Summary

              • The market
                • Positive growth for retail volume in the next 5 years
                  • Figure 1: Best- and worst-case retail volume sales forecast of biscuits, china, 2013-23
                • Prominent growth in retail value
                  • Figure 2: Best- and worst-case retail value sales forecast of biscuits, china, 2013-23
                • Sweet biscuits enjoy faster growth
                  • Companies and brands
                    • Mondelez continues to lead in market share in a fragmented market
                      • Figure 3: Value share of top 11 companies, China, 2016-18
                    • Jiashili extends its product range with coarse grain biscuits
                      • The consumer
                        • “Eating more” is the trend in the biscuits market
                          • Figure 4: Consumption trends of different biscuits, November 2018
                        • Ingrained in breakfast occasions
                          • Figure 5: Occasions to consume biscuits or crackers, China, November 2018
                        • Sweet biscuits for emotional aide, savoury biscuits for stomach filling
                          • Figure 6: Attributes consumers associate with sweet or savoury biscuits, China, November 2018
                        • Biscuits for indulgence and comfort
                          • Figure 7: Ideal attributes for a biscuit product, selected by texture, China, November 2018
                        • Healthiness and freshness could drive premiumisation in biscuit category
                          • Figure 9: Factors encouraging consumers to pay more, China, November 2018
                        • Adding yogurt and red bean could win over most consumers
                          • Figure 10: Consumers’ preferred biscuit ingredients, China, November 2018
                        • What we think
                        • Issues and Insights

                          • Indulgence and health could go hand in hand
                            • The facts
                              • The implications
                                • Figure 11: Examples of better-for-you biscuits, 2018
                              • Biscuits with multiple textures for more occasions
                                • The facts
                                  • The implications
                                    • Figure 12: Examples of multi-textured biscuits, 2018
                                  • Savoury biscuits for before-meal snacks
                                    • The facts
                                      • The implications
                                        • Figure 12: Examples of crackers or savoury biscuits paired with dip, USA, 2018
                                        • Figure 13: Example of biscuit with balanced nutrition, Korea, 2018
                                    • The Market – What You Need to Know

                                      • Promising growth in next five years
                                        • Development of high-quality biscuits
                                          • Competition from adjacent categories
                                          • Market Size and Forecast

                                            • Recovery in both retail value and retail volume
                                              • Figure 14: Retail market size of biscuits in China, 2013-18
                                            • Positive growth for retail volume in five-year outlook
                                              • Figure 15: Best- and worst-case retail volume sales forecast of biscuits, china, 2013-23
                                            • Retail value is forecasts to have a prominent growth
                                              • Figure 16: Best- and worst-case retail value sales forecast of biscuits, china, 2013-23
                                          • Market Factors

                                            • Premiumisation with fresh baked biscuits
                                              • Formulation innovation pushes the development of the market
                                                • Competition from other snacks
                                                • Market Segmentation

                                                  • Indulgence drives sweet biscuits segment
                                                    • Figure 17: Best- and worst-case retail value sales forecast of sweet biscuits, China, 2013-23
                                                  • Slower growth in savoury biscuits segment
                                                    • Figure 18: Best- and worst-case retail value sales forecast of savoury biscuits, China, 2013-23
                                                • Key Players – What You Need to Know

                                                  • International brands are active in flavour innovation
                                                    • Jashili extends its product range
                                                      • Fresh baked biscuits by emerging brands
                                                      • Market Share

                                                        • Fragmented market with stabilized shares
                                                          • Figure 19: Value share of Top 11 companies, China, 2016 -18
                                                        • Mondelēz has regained its market share
                                                          • Figure 20: Mondelez’s lighter version of Oreo, China, 2018
                                                          • Figure 21: Mondelez’s Belvita breakfast biscuits, China, 2018
                                                        • Jiashili extends its product range through acquisitions
                                                        • Competitive Strategies

                                                          • Fun experiences to engage with young consumers
                                                            • Figure 22: Mondelez’s Oreo in Eight Colours, China, 2018
                                                            • Figure 23: Glico’s new pocky sticks, China, 2018
                                                          • Integrating online and offline shopping experience
                                                            • Figure 24: Hsu Fu Chi’s taste workshop and handmade biscuits, China, 2018
                                                          • Tim Tam customise for local taste
                                                            • Figure 25: Campbells’ Tim Tam with customisation for Chinese market, China, 2018
                                                          • Mayora Group opens local factories for more opportunities
                                                          • Who’s Innovating?

                                                            • Fruit flavours are on the rise
                                                              • Figure 26: Emerging flavours of biscuits, China, 2016-18
                                                              • Figure 27: Examples of products from the berry category, China, 2018
                                                            • Fresh from the oven
                                                              • Figure 28: AKOKO’s taste workshop and handmade biscuits, China, 2018
                                                              • Figure 29: Examples of microwavable biscuits, 2018
                                                            • Better-for-you biscuits are in demand
                                                              • Sweet biscuits beneficial to gut health
                                                                • Figure 30: Examples of biscuits that are beneficial for gut health in other markets, 2018
                                                              • Coarse food grain for 40-49-year-olds
                                                                • Figure 31: Wahaha’s red yeast rice & quinoa biscuit, China, 2018
                                                            • The Consumer – What You Need to Know

                                                              • Opportunities for multi-textured biscuits in tier three cities
                                                                • Meal-substitute biscuits for women in their 40s
                                                                  • Prioritise indulgence over healthiness
                                                                  • Consumption Trend

                                                                    • Growing interest in the biscuits market
                                                                      • Figure 32: Consumption trends of different biscuits, November 2018
                                                                    • Toasted bread, crispy rolls and biscuit sticks are more favoured now
                                                                      • Figure 33: Consumption trends of different types of biscuits – Eating more, China, 2018 vs 2016
                                                                    • 20-29-year-olds seeking interactive eating experiences
                                                                      • Figure 34: Consumers who eat more of selected types of biscuits, by age, November 2018
                                                                    • Potential growth for multi-textured biscuits in tier three cities
                                                                      • Figure 35: Consumers who eat more of selected types of biscuits, by city tiers, November 2018
                                                                  • Consumption Occasions

                                                                    • Breakfast is a popular and potential occasion
                                                                      • Figure 36: Occasions to consume biscuits or crackers, China, November 2018
                                                                    • Parents embrace biscuits as a snack
                                                                      • Figure 37: Consumption occasions of biscuits or crackers, by family structure, November 2018
                                                                    • Meal-substitute biscuits could target women in their 40s
                                                                      • Figure 38: Consumption occasions of biscuits or crackers, by meal replacement, China, November 2018
                                                                      • Figure 39: Ruffood’s meal-substitute biscuits, China, 2018
                                                                  • Comparison between Sweet and Savoury

                                                                    • Sweet biscuits as comforting aide for more occasions
                                                                      • Figure 40: Attributes consumers associate with sweet or savoury biscuits, China, November 2018
                                                                    • Savoury biscuits have opportunities to be a meal accompaniment
                                                                      • Figure 41: Examples of recipes with savoury biscuits, China, 2018
                                                                    • Indulgence outweighs healthiness
                                                                      • Sharing is caring
                                                                        • Figure 42: Attributes consumers associate with sweet or savoury biscuits – Sharing with friends, China, November 2018
                                                                      • Biscuits are popular for gifting in the South
                                                                        • Figure 43: Consumers attitudes towards ‘good for gifting’ with sweet or savoury biscuits, by region, China, November 2018
                                                                    • Ideal Attributes of Biscuits

                                                                      • Seeking indulgence and comfort through texture
                                                                        • Figure 44: Ideal texture for a biscuit product, China, November 2018
                                                                      • Thin in shape and strong aftertaste
                                                                        • Figure 45: Ideal attributes for a biscuit product, by shape and aftertaste, China, November 2018
                                                                      • Parents prefer smooth or chewy biscuits
                                                                        • Figure 46: Ideal texture for a biscuit product, by family status, China, November 2018
                                                                    • Premiumisation Factors

                                                                      • Health related benefits could drive premiumisation
                                                                        • Figure 47: Factors encouraging consumers to pay more, China, November 2018
                                                                      • Parents look into ingredients and health benefits
                                                                        • Figure 48: Factors encouraging consumers to pay more, selected, China, November 2018
                                                                      • Definition of “premium” varies with age
                                                                        • 40-49-year-olds are more willing to pay more for coarse food grain
                                                                          • 20-24-year-olds think highly of bakery style biscuits
                                                                            • Figure 49: Factors encouraging consumers to pay more, by age, China, November 2018
                                                                        • Preference on Biscuit Ingredients

                                                                          • Yogurt and red bean win most consumers’ heart
                                                                            • Figure 50: Consumers’ preferred biscuit ingredients, China, November 2018
                                                                            • Figure 51: TURF analysis for ingredients preference, November 2018
                                                                          • Married couples prefer added fruit and vegetables
                                                                            • Figure 52: Consumers’ preference on biscuit ingredients, by family status, China, November 2018
                                                                        • Meet the Mintropolitans

                                                                          • Mintropolitans crave both premium and healthy biscuits
                                                                            • Figure 53: Consumption trends of different types of biscuits – Eating more, by consumer segmentation, China, November 2018
                                                                          • Smooth and chalky textured biscuits are favoured by Mintropolitans
                                                                            • Figure 54: Ideal attributes for a biscuit product, by consumer segmentation, China, November 2018
                                                                        • Appendix – Market Size and Forecast

                                                                            • Figure 55: Retail value sales of biscuits, crackers and cookies, China, 2013-2023
                                                                            • Figure 56: Retail volume sales of biscuits, crackers and cookies, China, 2013-2023
                                                                        • Appendix – Market Segmentation

                                                                            • Figure 57: Retail value sales of savoury and sweet biscuits, China, 2013-23
                                                                            • Figure 58: Retail volume sales of savoury and sweet biscuits, China, 2013-23
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Abbreviations