Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Festive Foods - China - April 2018

“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. ”

– Alice Li, Research Analyst

This report examines the following issues:

  • Explore opportunities behind more festivals
  • Brands need to be a teacher and protector of festival traditions
  • Are traditional brands losing ground?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

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

          • The consumer
            • Traditions remain strong
              • Figure 1: Attitude towards traditional festive foods (is a must-have), by age, December 2017
            • Chinese New Year and Mid-Autumn Festival are key gifting festivals
              • Figure 2: Festivals on which consumers buy food as gifts for others, December 2017
            • Choices of gifts vary with the recipients
              • Figure 3: Choices of festival gifts, by recipient, December 2017
            • Different occasions require different solutions
              • Figure 4: Product features of festive foods, by occasion, December 2017
            • Consumers vote for familiar brands
              • Figure 5: Interested brands to launch traditional Chinese festive foods, December 2017
            • Spending on festive foods is increasing
              • Figure 6: Spending trends on festive foods, by occasion, December 2017
            • The young are less fond of digital gifting
              • Figure 7: Gifting preference, by age, December 2017
            • What we think
            • Issues and Insights

              • Explore opportunities behind more festivals
                • The facts
                  • The implications
                    • Figure 8: Examples of gifting products for children with interactive features, UK, 2017
                  • Brands need to be a teacher and protector of festival traditions
                    • The facts
                      • The implications
                        • Figure 9: Example of Häagen-Dazs mooncake, China, 2017
                        • Figure 10: Example of Tmall’s Chinese New Year audio posters, China, 2018
                      • Are traditional brands losing ground?
                        • The facts
                          • The implications
                          • The Market - What you need to know

                            • The power of tradition, facing the threat of lifestyle changes
                              • Competition heating up
                              • Market factors

                                • Shopping is the main leisure activity during festivals
                                  • Figure 11: Total retail and catering sales during the CNY holiday (from Lunar New Year's Eve to the sixth day of the first Lunar month), China, 2014-18
                                • Food is a big spending focus of traditional festivals
                                  • Online shopping festivals further unlock consumers’ purchase enthusiasm
                                    • Virtual gifting vouchers make gifting easier
                                      • Figure 12: Virtual Mid-Autumn Festival gifting voucher of Starbucks, China, 2017
                                    • More festival spending may go to travelling
                                    • Trends in the market

                                      • Traditional festive foods welcome non-traditional flavours
                                        • Figure 13: Examples of new flavour Daoxiangcun mooncakes, China, 2017
                                        • Figure 14: Examples of fruit and vegetable flavour rice dumplings, China, 2017
                                      • Brands start to seek deeper cultural engagement
                                        • Newcomers stir up competition
                                          • Figure 15: Examples of mooncake launched by non-food and drink companies, China, 2017
                                      • Who’s Innovating?

                                        • Build on snack influence
                                          • Figure 16: Example of Oreo mooncake, China, 2017
                                          • Figure 17: Example of Be&Cherry nut Zongzi, China, 2017
                                        • Personalised gifting products
                                          • Figure 18: Example of personalised Kit Kat from Chocollabo, Japan
                                          • Figure 19: Example of Our/Infusions Kit, West Europe, 2016
                                        • New advent calendar ideas
                                          • Figure 20: Examples of Christmas chocolate advent calendar, Hong Kong and US, 2017
                                          • Figure 21: Ilchester Cheese Advent Calendar, UK, 2017
                                          • Figure 22: Examples of tea and coffee advent calendar, Germany and UK, 2017
                                      • The Consumer – What you need to know

                                        • Mooncake, Zongzi and rice dumplings are festival must-haves
                                          • Father’s/Mother’s Day becomes an important festival to gift foods
                                            • Different gifts for different recipients
                                              • Different criteria for different spending
                                                • Not very open to crossover brands
                                                  • Two thirds increased their household spending on festive foods
                                                  • Attitude towards Traditional Festive Foods

                                                    • Overall, traditions remain powerful
                                                      • Figure 23: Attitude towards traditional festive foods, December 2017
                                                    • Age differences
                                                      • Mooncake and Zongzi still important to the young
                                                        • 50-year-olds are the key target of alcoholic drinks
                                                          • 25-39-year-olds most likely to celebrate Valentine’s Day
                                                            • Figure 24: Attitude towards traditional festive foods (is a must-have), by age, December 2017
                                                        • Gifting Habits

                                                          • Gifting food on Chinese New Year and Mid-Autumn Festival most common
                                                            • Figure 25: Festivals on which consumers buy food as gifts for others, December 2017
                                                          • On which festivals are consumers gifting more?
                                                            • Figure 26: Festivals on which consumers buy food as gifts for others, 2017 vs 2015
                                                            • Figure 27: Festivals on which consumers buy food as gifts for others, by spending trends, December 2017
                                                          • Who’s gifting more?
                                                              • Figure 28: Festivals on which consumers buy food as gifts for others, by age (compared with average), December 2017
                                                          • Gifting Product Preference

                                                            • Choices of gifts vary with the recipients
                                                              • Figure 29: Choices of festival gifts, by recipient, December 2017
                                                            • Females gift more food; males gift more drinks
                                                              • Figure 30: Popularity index^ of festival gifts, by gender, December 2017
                                                            • Food as festival gifts for friends/colleagues is not ideal
                                                              • Figure 31: Rankings of festival gifts for friends/colleagues, by age, December 2017
                                                            • Business owner/management have stronger business gifting needs
                                                              • Figure 32: Festival gifts for business partner, by employment type, December 2017
                                                          • Purchase Factors

                                                            • Good value for money dominates consumers’ spending philosophy
                                                              • Figure 33: Product features of festive foods, by occasion, December 2017
                                                            • Classic festive foods are preferred…
                                                              • Figure 34: Product features (brand and flavour-related) of festive foods, by occasion, December 2017
                                                              • Figure 35: Example of Hsu Fu Chi New Year Candy, China, 2017
                                                            • …but the young seek trendiness for self-consumption
                                                              • Figure 36: Product features (brand-related) of festive foods, by occasion, 20-24-year-olds, December 2017
                                                          • Brand Preference for Traditional Festive Foods

                                                            • Being conservative towards cross-category brands
                                                              • Figure 37: Interested brands to launch traditional Chinese festive foods, December 2017
                                                            • Supermarkets/hypermarkets get the most attention
                                                              • Figure 38: Consumers who are interested in buying traditional Chinese festive foods from supermarkets/hypermarkets, by demographics, December 2017
                                                            • Foodservice has potential to attract young consumers
                                                              • Figure 39: Interested brands to launch traditional Chinese festive foods, by age, December 2017
                                                            • Online shoppers express more interest in coffee houses
                                                              • Figure 40: Gaps between consumers who prefer buying gifting festive food in-store and who prefer buying online (as benchmark) in terms of interested brands to launch traditional Chinese festive foods, December 2017
                                                          • Purchasing Trends

                                                            • Spending on festive foods are increasing
                                                              • Figure 41: Spending trends on festive foods, by occasion, December 2017
                                                            • 25-29-year-olds spend more for self-consumption; over-50s increase gifting spending
                                                              • Figure 42: Spending trends on festive foods, by age, December 2017
                                                            • Higher potential in lower tier cities, especially for gifting
                                                              • Figure 43: Spending trends on festive foods, by city tier, December 2017
                                                            • Gifting with actual products and in person still more common
                                                              • Figure 44: Gifting preference, by age, December 2017
                                                              • Figure 45: Muskoka Brewery Winter Survival Sampler Beer, Canada, 2017
                                                              • Figure 46: Example of Mengniu’s gift cards, China, 2017
                                                          • Meet the Mintropolitans

                                                            • MinTs gift significantly more on Western festivals
                                                              • Figure 47: Gaps between MinTs and Non-MinTs (as benchmark) in terms of festivals on which they buy foods as gifts for others, December 2017
                                                            • MinTs buy more alcohol gifts
                                                              • Figure 48: Gaps between MinTs and Non-MinTs in terms of products as festival gifts for different recipients, December 2017
                                                            • MinTs express more interest in festive foods from luxury hotels
                                                              • Figure 49: Gaps between MinTs and Non-MinTs in terms of interested brands to launch traditional Chinese festive foods, December 2017
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Abbreviations

                                                              Festive Foods - China - April 2018

                                                              US $4,460.00 (Excl.Tax)