China Festive Foods Market Report
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Providing the most comprehensive and up-to-date information and analysis of the Festive Foods market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry and how fast are its rates of growth? 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
Festive foods refer to food and drink being purchased (for self-use or for gifting) or consumed during festival seasons, including both Chinese festivals (eg Spring Festival) and non-traditional ones (eg Mother’s Day).
Besides traditional festive foods such as mooncake, Zongzi, rice dumplings etc, Chinese consumers have the tradition of buying confectionary foods for festival celebration (eg chocolate, nuts, cookies) and there is need for gifting involving some specific food categories (eg health supplements, dairy products).
Online shopping festivals (eg Double 11) are not included in the definition and are discussed in Mintel’s Festival Shopping – China, January 2018 Report.
What you need to know
Overall, it is fair to say that Chinese consumers are still in the habit of celebrating festivals with festive foods, as over 80% of respondents think eating mooncake/Zongzi/rice dumplings during the relevant festivals are must-haves. Additionally, their gifting needs during festivals (especially Western festivals) are also increasing. Over 60% of respondents claim their household spending on festive foods has increased over the past year.
All these spell good news for the festive foods market in China, but the threats and uncertainty are also significant. Some traditions started losing their importance to consumers, especially the younger generation, and the competition is getting fiercer. Brands need to dig deeper into not only consumers’ needs and expectations, but also the meaning of each festival to really associate themselves with festivals, in order to stand out in homogenisation.
Expert analysis from a specialist in the field
Written by Alice Li, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The essential of festive foods isn’t about putting the products in a festival-themed package, but the intrinsic connection with festivals. It is these connections that drive consumers’ consumption and gifting of festive foods during festivals. Innovations around flavours, packaging and formula are necessary, but brands shouldn’t forget to enhance the connections between their products and the values represented by each festival.
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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