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Ice Cream and Dessert Shops - China - May 2019

Covered in this report

This report looks at consumers’ consumption habits of ice cream and desserts, visiting behaviour of ice cream and dessert shops, and attitudes towards these outlets and products.

Ice cream shops offer mainly ice cream products for either onthe-go consumption or with seating and table service available. Dessert shops are defined as outlets where desserts account for a sizeable part of sales with relatively restricted food and beverage menus. Furthermore, market value is based on expenditure in the ice cream and dessert shops.

“Indulgence is one of the main reasons for dessert consumption, and even more ice cream light users eat the product with this purpose in mind than heavy users. With rising health consciousness, consumers value both indulgence and health, so using more natural ingredients and adding more nutrition have become the most favoured premium factors. Beside more natural ingredients, consumers have high expectations for in-store environment.”

- Belle Wang, Associate Research Analyst

This report will look at the following areas:

  • Enhance performance in the after-meal occasion
  • Natural ingredients help desserts to go premium
  • Consumers have high expectations for in-store environment

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Definition
            • Figure 1: Definition of heavy/moderate/light/non-users of ice cream and desserts
        • Executive Summary

            • The market
              • Slowing growth in the dessert shop market
                • Figure 2: Best- and worst-case forecast for the sales value of ice cream and non-ice cream dessert shop market, China, 2013-23
              • Player activity and consumer attitudes boosted ice cream sales
                • Figure 3: Best- and worst-case forecast for the sales value of ice cream shop market, China, 2013-23
              • Non-ice cream dessert market stimulated by trendy tech and appealing presentation
                • Figure 4: Best- and worst-case forecast for the sales value of non-ice cream dessert shop market, China, 2013-23
              • Dessert from other categories and foodservice sectors
                • Shopping malls provide places for dessert shops
                  • Companies and brands
                    • Varied performances from key ice cream players
                      • Key dessert players enjoyed better performances
                        • Focus on developing healthier desserts
                          • Upgrading consumers’ experience using technology
                            • Desserts with a surprise inside
                              • The consumer
                                • Different age groups display different preferences
                                  • Figure 5: Consumption frequency – at least once a month, by age, China, February 2019
                                • Competing with other casual dining stores in social and work occasions
                                  • Figure 6: Selected visiting reasons, by generation, China, February 2019
                                • High interest in seasonal fruits but no love for TCM
                                  • Figure 7: Interest in innovation, China, February 2019
                                • Self-indulgence is the main consumption purpose
                                  • Figure 8: Consumption reasons, China, February 2019
                                • Premiumisation trends towards less sugar and more nutrition
                                  • Figure 9: Premium factors, China, February 2019
                                • Updating products is not enough to build an ideal dessert store
                                  • Figure 10: Ideal dessert shop - TURF Analysis – February 2019
                                • What we think
                                • Issues and Insights

                                  • Enhance performance in the after-meal occasion
                                    • The facts
                                      • The implications
                                        • Figure 11: Culture Republick light ice cream with probiotics, by Unilever, US, 2019
                                      • Natural ingredients help desserts to go premium
                                        • The facts
                                          • The implications
                                            • Consumers have high expectations for in-store environment
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Dessert market maintains double-digital value growth
                                                    • Shopping malls’ investment strategies brings positive impact
                                                      • Other categories threaten dessert stores
                                                      • Market Size and Forecast

                                                        • Value growth slowed in 2018
                                                          • Figure 12: Sales value of the dessert shop market, China, 2013-18
                                                        • Double-digit growth in value sales to continue
                                                          • Figure 13: Best- and worst-case forecast for the sales value of dessert shop market, China, 2013-23
                                                      • Market Factors

                                                        • Threats from other categories
                                                          • Dessert brands adjust their online and offline strategies
                                                            • More international brands tapping into the Chinese market
                                                              • Shopping malls encourage casual dining to settle
                                                                • Changing behaviour of ice cream dessert consumption
                                                                • Market Segmentation

                                                                  • Big growth in ice cream sales value
                                                                    • Figure 14: Best- and worst-case forecast for the sales value of ice cream shop market, China, 2013-23
                                                                  • Non-ice cream dessert market keeps growing
                                                                    • Figure 15: Best- and worst-case forecast for the sales value of non-ice cream dessert shop market, China, 2013-23
                                                                  • Desserts from other categories and foodservice sectors
                                                                  • Key Players – What You Need to Know

                                                                    • Overview of key player outlet numbers
                                                                      • Performance of ice cream brands varied significantly
                                                                        • Main dessert sellers saw growth in outlets
                                                                        • Market Share

                                                                          • Häagen-Dazs’ market share remained static
                                                                            • Figure 16: Market share of leading ice cream shops, by sales value, China, 2017-18
                                                                            • Figure 17: Outlets number of leading ice cream shops, by volume, China, 2017-18
                                                                          • Dairy Queen’s rapid business expansion
                                                                            • Iceason lost market share
                                                                              • Honeymoon Dessert maintained its high exposure to consumers
                                                                                • Figure 18: Market share of leading dessert (non-ice cream) shops, by sales value, China, 2017-18
                                                                                • Figure 19: Outlets number of key dessert (non-ice cream) shops, by volume, China, 2017-2018
                                                                              • Meet Fresh gained more share
                                                                                • Hui Lan Shan saw steady performance
                                                                                • Competitive Strategies

                                                                                  • Emphasise healthy and low in fat
                                                                                    • Entering a new AI era
                                                                                      • Desserts for adults
                                                                                        • Figure 20: Häagen-Dazs with alcohol flavours, US
                                                                                        • Figure 21: Ice cream with alcohol and fragrance, by Pree, China
                                                                                    • Who’s Innovating?

                                                                                      • Consumers seek surprises
                                                                                        • Figure 22: A different story inside of a dessert, China
                                                                                      • New formats for offering desserts
                                                                                        • Figure 23: Innovation in offering formats, China
                                                                                      • Use the original form of ingredients as edible containers
                                                                                        • Figure 24: Desserts with fruit containers, China
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Competing with other food service businesses over store environment
                                                                                        • Superfoods and coarse grain are essential in innovation
                                                                                          • After-meal desserts hold potential for greater popularity
                                                                                          • Consumption Frequency

                                                                                            • Ice cream shops could improve menu variety
                                                                                              • Figure 25: Consumption frequency, China, February 2019
                                                                                            • Preference varies across age groups
                                                                                              • Figure 26: Consumption frequency – at least once a month, by age, China, February 2019
                                                                                            • Different consumption frequencies between city tiers
                                                                                              • Figure 27: Consumption frequency, by city tiers, China, February 2019
                                                                                          • Visiting Reasons

                                                                                            • Importance of pricing, menu variety and location
                                                                                              • Figure 28: Visiting reasons, China, February 2019
                                                                                            • Half of heavy dessert users show taste and brand loyalty
                                                                                              • Figure 29: Selected visiting reasons of heavy users, by heavy users of different dessert types, China, February 2019
                                                                                            • Competing with coffee houses and tea shops in store environment
                                                                                              • Figure 30: Selected visiting reasons, by generation, China, February 2019
                                                                                          • Interest in Innovation

                                                                                            • Preferences on ice creams and other desserts
                                                                                              • Figure 31: Interest in innovation, China, February 2019
                                                                                            • Superfoods and coarse grains can boost appeal
                                                                                              • Figure 32: Interests in ice cream innovation - TURF Analysis, China, February 2019
                                                                                              • Figure 33: Interests in cake dessert innovation - TURF Analysis, China, February 2019
                                                                                            • More 18-19s interested in adding sauces and seasonings
                                                                                              • Figure 34: Interest in adding sauce and seasonings in desserts, by age, China, February 2019
                                                                                          • Consumption Reasons

                                                                                            • More consumption for self-indulgence, less for external factors
                                                                                              • Figure 35: Consumption reasons, China, February 2019
                                                                                            • Potential to develop after-meal desserts
                                                                                              • Figure 36: Other consumption reasons for consumers who have desserts after having meals, China, February 2019
                                                                                            • Different purposes between heavy and light ice cream users
                                                                                              • Figure 37: Consumption reasons of ice cream consumers, by consumption frequency, China, February 2019
                                                                                            • Comparison of consumption reasons for different desserts
                                                                                              • Figure 38: Consumption reasons, by heavy users of different types of desserts, China, February 2019
                                                                                          • Premium Factors

                                                                                            • Being natural and nutritious are premiumisation trends
                                                                                              • Figure 39: Premium factors, China, February 2019
                                                                                            • More 18-24s would pay more for products presentation
                                                                                              • Figure 40: Selected premium factors, by age, China, February 2019
                                                                                            • More 30-39s pay attention to product ingredients
                                                                                              • Figure 41: Selected premium factors, by age, China, February 2019
                                                                                          • Ideal Dessert Shop

                                                                                            • Getting close to nature
                                                                                              • Figure 42: Attributes of an ideal dessert shop, China, February 2019
                                                                                            • Building the most appealing dessert shop
                                                                                              • Figure 43: Ideal dessert shop - TURF Analysis – February 2019
                                                                                            • Store diversity attracts consumers aged 18-19
                                                                                              • Figure 44: Selected attributes of an ideal dessert shop, by age, China, February 2019
                                                                                          • Meet the Mintropolitans

                                                                                            • In-store environment attracts Mintros more
                                                                                              • Figure 45: Selected visiting reasons, by consumer classification, China, February 2019
                                                                                            • Higher interest in having desserts for beauty
                                                                                              • Figure 46: Interest in innovation – edible beauty products, by consumer classification, China, February 2019
                                                                                          • Appendix – Market Size and Forecast

                                                                                              • Figure 47: Total market value of dessert shops, China, 2013-23
                                                                                          • Appendix – Market Segmentation

                                                                                              • Figure 48: Total market value of ice cream shops, China, 2013-23
                                                                                              • Figure 49: Total market value of dessert (non-ice cream) shops, China, 2013-23
                                                                                          • Appendix – Methodology and Abbreviations

                                                                                            • Methodology
                                                                                              • Fan chart forecast
                                                                                                • Abbreviations

                                                                                                Ice Cream and Dessert Shops - China - May 2019

                                                                                                £3,486.28 (Excl.Tax)