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Description

Description

“Spending per family will keep increasing, leading to a healthy growth rate for fresh grocery retailing industry. Online retailers, as the growing sector, will have to provide values that are more than just convenience for consumers. Younger demographics are pragmatist utilizing both online and offline channels to get the best deal, which gives well-funded omni-channel retailers the edge in the near future.”
– Roger Shi, Research Analyst

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • Impact of COVID-19 on fresh grocery retailing
            • Figure 1: Short, medium and long-term impact of COVID-19 on fresh grocery retailing, June 2020
          • The market
            • China’s fresh grocery retailing market continues steady growth
              • The element of convenience continues to reshape market development
                • Companies and brands
                  • Increasing online penetration leads to better online and offline integration
                    • The consumer
                      • Offline channels still dominate in fresh vegetables and fresh meat
                        • Figure 2: Purchasing channels for fresh grocery, May 2020
                      • Price is not the most important while shopping fresh groceries online
                        • Figure 3: Online purchase journey, May 2020
                      • Freshness is the key to retain consumers in offline market
                        • Figure 4: Factors for purchasing in physical stores, 2019 vs 2020
                      • Private label is popular
                        • Figure 5: Consumer’s attitude toward private label products, May 2020
                      • Freshness important to online fresh grocery retailers
                        • Figure 6: Area of improvement for fresh grocery online retailers, May 2020
                      • Pragmatist is key consumer group
                        • Figure 7: Cluster analysis, May 2020
                      • What we think
                      • Issues and Insights

                        • Supply chain matters to fresh grocery retailers’ long-term performance
                          • The facts
                            • The implications
                              • Opportunity in community fresh grocery retailing
                                • The facts
                                  • The implications
                                    • Private label fresh grocery is promising for market growth
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Lifestyle pursuit pushes market growth
                                            • Convenience is an important concept for fresh grocery buyers
                                              • New business infrastructure is expediting industry competition
                                              • Market Size and Forecast

                                                • Lifestyle pursuit and rising family spend drive market growth
                                                  • Figure 8: Retail sales of China fresh grocery retailing, 2015-20
                                                  • Figure 9: Total China retail sales and forecast of fresh grocery retailing, at current prices, 2015-25
                                              • Market Drivers

                                                • COVID-19 cultivating habits of online fresh grocery shopping
                                                  • Supply chain innovation is fuelling market progress
                                                    • Figure 10: Area of improvement for fresh grocery online retailers, May 2020
                                                  • Community stores lift fresh grocery retailing to next stage
                                                    • Figure 11: Factors for purchasing fresh grocery in physical stores, May 2020
                                                  • Integration of offline and online enhanced consumer experience
                                                    • Figure 12: Those who agree versus those who disagree on selected consumer’s attitudes toward private label products, by household income, May 2020
                                                • Key Players – What You Need to Know

                                                  • Yonghui is getting closer to home
                                                    • Hema Fresh’s branding and omnichannel strategy
                                                      • MissFresh is leading the online fresh grocery retailing market
                                                      • Performance of Top Players

                                                        • Yonghui
                                                          • Hema Fresh
                                                            • MissFresh
                                                            • Market Segmentation

                                                              • Online fresh grocery retailing is growing with more importance
                                                                • Figure 13: Retail value of online fresh grocery versus offline grocery purchase, 2014-20
                                                            • Competitive Strategies

                                                              • Invest in supply chain for long-run competition
                                                                • Closer to consumers
                                                                  • Branding is paying off as companies expand horizontally
                                                                  • Who’s Innovating?

                                                                    • Non-touch fresh grocery shopping experience in gas stations
                                                                      • Figure 14: Easy Joy’s non-touch fresh grocery purchase service, February 2020
                                                                    • Rapid expansion through the store partner
                                                                      • Figure 15: Storefront of Yipin Shengxian, November 2019
                                                                  • The Consumer – What You Need to Know

                                                                    • Offline stores are still top destination for fresh vegetable and meat
                                                                      • Pricing is not the top concern for online fresh grocery shopping
                                                                        • Freshness is the top factors to retain consumers offline
                                                                          • Shopping for private label products prevails
                                                                            • Online retailers are still dealing with freshness issues
                                                                            • Purchase Channel

                                                                              • Offline channels still dominate in fresh vegetables and fresh meat
                                                                                • Figure 16: Purchasing channels for fresh grocery, May 2020
                                                                              • COVID-19 accelerates the growth of fresh grocery vertical ecommerce
                                                                                • Figure 17: Consumers who purchase fresh grocery ecommerce for fresh vegetables and fruits, by household income and education, May 2020
                                                                              • Seafood has the highest channel loyalty while fresh vegetables has the lowest
                                                                                • Figure 18: Average mentions of channels for fresh grocery retailing, May 2020
                                                                              • Fruit buyers in lower tier cities are more favourable of traditional channels
                                                                                • Figure 19: Selected channels for fresh fruit buyers, by city tiers, 2019 vs 2020
                                                                              • Younger consumers prefer various products and one-stop shopping
                                                                                • Figure 20: Average percentage of consumers visiting channels, by generations, May 2020
                                                                            • Online Purchase Journey

                                                                              • Price not first when shopping fresh groceries online
                                                                                • Figure 21: Online purchase journey, May 2020
                                                                              • Parents and high-income consumers care more on details of product
                                                                                • Figure 22: Selected online purchase journey, by monthly personal income, May 2020
                                                                              • Impulsive to purchase more for promotion
                                                                                • Figure 23: Online purchase journey, May 2020
                                                                              • Promotions appeal to females and older consumers
                                                                                • Figure 24: Promotion-related online activity, by selected demographics, China, May 2020
                                                                            • Factors for purchasing in physical stores

                                                                              • Freshness and shopping experience are key to retain consumers in the offline market
                                                                                • Figure 25: Factors for purchasing in physical stores, May 2020
                                                                              • Increase user base in older generation
                                                                                • Figure 26: Selected factors to purchase fresh grocery offline, May 2020
                                                                              • In-store cooking service gets popular for females
                                                                                • Figure 27: Selected demographics to purchase fresh groceries at offline stores, May 2020
                                                                            • Attitude towards Private Label

                                                                              • Private label is becoming more popular
                                                                                • Figure 28: Consumer’s attitude toward private label products, May 2020
                                                                              • Higher-income consumers embrace private label brands
                                                                                • Figure 29: Those who agree versus who disagree on selected consumer’s attitude toward private label products, by household income. May 2020
                                                                              • Opportunity in lower-tier market
                                                                                • Figure 30: Selected consumer’s attitude toward private label products, by city tiers, May 2020
                                                                              • Invest in younger consumers for branding private label
                                                                                • Figure 31: Selected attitude statement towards private label, May 2020
                                                                            • Area of improvement for online retailers

                                                                              • Product freshness vitals to online fresh grocery retailers
                                                                                • Figure 32: Area of improvement for fresh grocery online retailers, May 2020
                                                                              • Last mile delivery secures both product freshness and consumers’ satisfaction
                                                                                • Figure 33: Selected area of improvement for online retailers, by monthly household incomes, May 2020
                                                                              • Younger demographics care about the service provided
                                                                                • Figure 34: Selected area of improvement for fresh grocery online retailers, by age, May 2020
                                                                              • Older generation loyalty needs to build up
                                                                                • Figure 35: Area of improvements online retailers should make, May 2020
                                                                            • Consumer Segmentation Analysis

                                                                              • Pragmatist is a major consumer group
                                                                                  • Figure 36: Cluster analysis, May 2020
                                                                                • Pragmatist are least loyal to channels
                                                                                    • Figure 37: Channel frequency for three consumer groups, May 2020
                                                                                    • Figure 38: Selected channels for three consumer groups, May 2020
                                                                                  • Premium Lifestylers are knowledge-driven
                                                                                    • Figure 39: Selected online purchase journey, by consumer groups, May 2020
                                                                                  • Pragmatists are more into in-store experiences
                                                                                      • Figure 40: Selected offline purchase drivers, by consumer groups, May 2020
                                                                                  • Appendix – Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Abbreviations

                                                                                      About the report

                                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                      • The Consumer

                                                                                        What They Want. Why They Want It.

                                                                                      • The Competitors

                                                                                        Who’s Winning. How To Stay Ahead.

                                                                                      • The Market

                                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                      • The Innovations

                                                                                        New Ideas. New Products. New Potential.

                                                                                      • The Opportunities

                                                                                        Where The White Space Is. How To Make It Yours.

                                                                                      • The Trends

                                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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