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Nuts and Dried Fruits - China - July 2018

“Nuts are welcomed by consumers because of their healthy and tasty image, however more diversified flavours of nuts are needed in the market. The dried fruits category is likely to benefit from freeze-drying technology, which adds a crispiness which is currently seen as premium. The future of nuts and dried fruits lies in making these categories both healthy and indulgent.”
– Charlotte Liu, Research Analyst

This report looks at the following areas:

  • Crispy dried vegetables and fruits have a brighter future than dried fruits
  • The flavours of nuts can be more diversified
  • Differentiated competitive strategies are vital to make players successful

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Table of contents

  1. Overview

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

            • The market
              • Figure 1: Best- and worst-case forecast of total value sales of nuts and dried fruits market, China, 2013-23
            • Companies and brands
              • The consumer
                • Consumers appreciate good taste greatly
                  • Figure 2: Perception towards different types of snacks, February 2018
                • Nuts enjoy the highest penetration and crispy dried vegetables and fruits have potential to grow
                  • Figure 3: Consumption trends, February 2018
                • Home is the most popular consumption occasion
                  • Figure 4: Consumption occasions, February 2018
                • Good taste is the most popular trigger
                  • Figure 5: Triggers of purchase, February 2018
                • Consumers want more natural nuts
                  • Figure 6: Unmet needs, February 2018
                • Consumers might prefer salty added ingredients more than sweet ones
                  • Figure 7: Category blurring innovation, February 2018
                • What we think
                • Issues and Insights

                  • Crispy dried vegetables and fruits have a brighter future than dried fruits
                    • The facts
                      • The implications
                        • Figure 8: claims of xiong hai zi mixed crispy dried vegetable snacks on tmall
                      • The flavours of nuts can be more diversified
                        • The facts
                          • The implications
                            • Figure 9: Top flavours of nuts snacks new launches, China vs global, 2015-17
                            • Figure 10: Product example of roasted nuts with added flavours, USA, 2017
                          • Differentiated competitive strategies are vital to make players successful
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Value of nuts and dried fruits will grow in the future
                                  • Nuts and dried fruits market is intensely competitive
                                  • Market Size and Forecast

                                    • A promising market
                                      • Figure 11: Best- and worst-case forecast of total value sales of nuts and dried fruits market, China, 2013-23
                                    • The growing trend will slow down in the next five years
                                    • Market Drivers

                                      • Growing awareness of healthy snacking
                                        • The application of freeze-drying technology
                                          • In-home food consumption is growing
                                          • Market Segmentation

                                            • Nuts
                                              • Figure 12: Best – and worst – case forecast of nuts segmentation value, china, 2013-23
                                            • Dried fruits
                                              • Figure 13: Best – and worst – case forecast of dried fruits segmentation value, china, 2013-23
                                          • Key Players – What You Need to Know

                                            • Bulk sales probably account for most of the market share
                                              • Three Squirrels has been building its own IP
                                                • Be & Cheery has chosen product placement in popular TV series
                                                  • Oversea brands have joined the market
                                                  • Market Share

                                                    • Bulk sales probably dominate the market
                                                      • Figure 14: Market value of nuts, by key companies, china, 2017
                                                      • Figure 15: Market value of dried fruits, by key companies, china, 2017
                                                  • Competitive Strategies

                                                    • Three Squirrels personifies the brand image and builds the brand IP
                                                      • Figure 16: Content and products that Three Squirrels has intellectual property rights
                                                    • Be & Cheery product placement campaign
                                                      • Figure 17: Be & Cheery brand and product implants in hot TV series
                                                    • Qia Qia Group launches co-branding campaigns to boost sales
                                                      • Figure 18: Qia Qia Group co-branding products promoting mobile game ‘Tian Tian Ai Xiao Chu’
                                                      • Figure 19: Qia Qia Group products co-branding with MINISO
                                                    • Planters has launched localized campaign for 2017 Chinese New Year
                                                      • Figure 20: Rules for Planters 2017 Chinese new year gift boxes promotion
                                                    • Ocean Spray communicates to China what a cranberry is
                                                    • Who’s Innovating?

                                                      • Flavours of nuts in other markets
                                                        • Figure 21: New launches of nuts, by flavour component, China vs global, 2015-17
                                                      • ’90 Fresh (90鲜)’ daily nuts: a new format of nuts and dried fruits
                                                        • Figure 22: ‘90 Fresh’ daily nuts by Be & Cheery
                                                      • Freeze-drying has made dried fruits healthier
                                                        • Figure 23: Freeze dried apple and mango claiming no added sugar, Australia, May 2018
                                                      • Crispy dried vegetables and fruits have become popular
                                                        • Figure 24: Top textures of fruit snacks and vegetable snacks new launches, global, 2016-17
                                                        • Figure 25: Crispy dried mushroom snacks by Gu Zi Gu Zi
                                                    • The Consumer – What You Need to Know

                                                      • Almost two thirds of consumers perceive nuts as healthy and tasty
                                                        • Dried fruits have opportunities to win young consumers
                                                          • Crispy dried vegetables and fruits in growth
                                                            • Home is the more welcomed consumption occasion
                                                              • Convenience and naturalness are most valued by nuts users
                                                              • Consumer Perception

                                                                • Consumers value taste highly
                                                                  • Crispy dried vegetables and fruits are perceived as healthy, fun and trendy
                                                                      • Figure 26: Perception towards different types of snacks, February 2018
                                                                    • Females consider nuts filling and males consider nuts fun
                                                                        • Figure 27: Perception towards Nuts, by gender, February 2018
                                                                      • Taste good and healthy perception for dried fruits skew to young consumers
                                                                        • Figure 28: Perception towards Dried fruits, by age group, February 2018
                                                                    • Consumption Trends

                                                                      • Nuts are more popular than dried fruits
                                                                        • Acceptance for crispy dried vegetables and fruits is promising
                                                                          • Figure 29: Consumption trends, February 2018
                                                                      • Consumption Occasions

                                                                        • Mostly when relaxing at home
                                                                          • The main function of eating snacks is to satisfy a craving.
                                                                            • Crispy dried vegetables and fruits as functional snacks
                                                                              • Figure 30: Consumption occasions, February 2018
                                                                            • More young consumers eat nuts for satisfying a craving …
                                                                              • … While more senior consumers eat nuts to supplement nutrition
                                                                                • Figure 31: Consumption occasions of nuts, by age, February 2018
                                                                            • Triggers of Purchase

                                                                              • Taste is the primary motivation
                                                                                • The next trigger following taste is healthy manufacturing.
                                                                                  • The reputation of the brand is important
                                                                                    • Figure 32: Triggers of purchase, February 2018
                                                                                  • Fun packaging attracts consumers with more than one child
                                                                                    • Figure 33: Triggers of purchase, fun packaging, by family structure, February 2018
                                                                                • Consumers’ Unmet Needs for Nuts

                                                                                  • Portable and independent packaging become a trend
                                                                                    • Naturalness is a vital unsatisfied consumer demand
                                                                                      • Figure 34: The ‘all natural product’ claim of new launches in nuts category, global, 2015-17
                                                                                    • Roasted/salted nuts without shells are wanted by the majority
                                                                                        • Figure 35: Unmet needs, February 2018
                                                                                    • Category Blurring Innovation

                                                                                      • Consumers have ‘whimsy’ and open mind about added ingredients
                                                                                        • Figure 36: Category blurring innovation, February 2018
                                                                                    • Meet the Mintropolitans

                                                                                      • Mintropolitans increasing their consumption in this market
                                                                                        • Mintropolitans are open to innovation
                                                                                          • Mintropolitans treat brand in a more comprehensive way
                                                                                            • Figure 37: Consumption trends, by consumer classification, February 2018
                                                                                            • Figure 38: Triggers of purchase, by consumer classification, February 2018
                                                                                        • Appendix – Market Size and Forecast

                                                                                            • Figure 39: Market value for nuts and dried fruits, china, 2013-23
                                                                                        • Appendix – Market Segmentation

                                                                                            • Figure 40: Market value for nuts and dried fruits, by segment, china, 2013-23
                                                                                        • Appendix – Methodology and Abbreviations

                                                                                          • Methodology
                                                                                            • Fan chart forecast
                                                                                              • Abbreviations

                                                                                              Nuts and Dried Fruits - China - July 2018

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