2023
0
China Bakery Houses Market Report 2023
2023-06-02T04:06:57+01:00
OX1154623
3695
163783
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Report
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“The purchase channels for bakery products are being diversified which challenges the share of bakery houses, with threats brought by coffee and tea houses crossing the boundary. Therefore more drink…

China Bakery Houses Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“The purchase channels for bakery products are being diversified which challenges the share of bakery houses, with threats brought by coffee and tea houses crossing the boundary. Therefore more drink options could be offered in offline outlets to blur the line and win back consumers’ visitation. Meanwhile, Western-style store could introduce more niche exotic pastries tapping into the self-indulgent ‘me-moment’ during festive seasons, while Chinese-style bakery houses are suggested to deep dive into local ingredients or renovate traditional products instead of launching uniformed ones blindly.”
– Yifan Gu, Associate Director

Key issues covered in this Report

  • Market size and forecast for bakery houses
  • Store number of bakery houses in top cities and of leading brands
  • Marketing activities and new product trends in the bakery house market
  • Most purchased bakery product channels and product types
  • Premiumisation driver for bakery products and flavour preference for cake
  • Consumption occasions, behaviours and attitudes towards bakery products

Table of Contents

  1. Overview

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

            • The market
              • The market of bakery houses shrank in 2022 but will resume in 2023
                • Figure 1: Forecast of sales value of bakery houses, China, 2017-27
              • Store number of bakery houses contracted in the difficult time
                • Figure 2: Store number of bakery houses, China, 2020-22
              • Companies and brands
                • Profitability management is key for bakery houses amid the pandemic
                  • Figure 3: Store numbers and volume share of top 10 bakery house brands, 2022
                • Offline stores are still an important touchpoint for bakery house brands
                  • Innovate products with healthy, premium ingredients or exotic elements
                    • The consumer
                      • Purchase channels for bakery products are diversified
                        • Figure 4: Purchase channel, 2023
                      • Classic items still dominant but need upgrades and segmentation
                        • Figure 5: Purchased products – Bakery chains vs independent bakery houses, 2023
                      • Bakery products with indulgent feature link closely to casual dining and leisure occasions
                        • Figure 6: Consumption occasion, 2023
                      • Trade up bakery products with a sense of quality and exclusivity
                        • Figure 7: Premiumisation trigger, 2023
                      • Classic flavours are still the rule of thumb
                        • Figure 8: Cake flavour preference, 2023
                      • Consumers crave unique signature products, even older adults
                        • Figure 9: Consumer behaviours and attitudes – Selected items, by generation, 2023
                      • What we think
                      • Issues and Insights

                        • Ramp up traditional and local features in Chinese-style bakeries
                          • Figure 10: Traditional product with new twists sold in Dao Xiang Cun Location Zero, 24-solar-term themed store
                          • Figure 11: Product examples of packaged bakery with wheat flour alternatives, Global, 2023
                        • Capitalise on niche Western bakery products to create ritual of self-delight
                          • Figure 12: Example of king cakes and cannele
                        • Position bakery houses with signature ingredients
                          • Figure 13: The communication of ingredients in Shi Zi Shan Handmade Store
                      • Market Size and Forecast

                        • The market slumped in 2022 but is expected to rebound after the pandemic
                          • Figure 14: Total sales value of bakery houses, China, 2016-22
                          • Figure 15: Forecast of sales value of bakery houses, China, 2017-27
                        • The number of bakery houses contracted during hard times
                          • Figure 16: Store number of bakery houses, China, 2020-22
                      • Market Factors

                        • Foodservice sector sees ‘revenge spending’ after the pandemic
                          • Figure 17: Spending sentiment – Eating out, China, 2022-23
                          • Figure 18: Financial confidence, China, 2019-23
                        • Grocery delivery providers seize market share with private-label products
                          • Wheat and oil prices spiked in 2022 but have passed the peak
                            • Figure 19: Monthly real price indices for cereals, oils and sugar, 2022-23
                          • Frozen bakery sector is promising to keep growth
                            • Figure 20: Oreo Frozen Cheesecake, China, 2023
                        • Market Share

                          • Bakery houses with O2O model are more resilient during restrictions
                            • Figure 21: Store numbers and volume share of top 10 bakery house brands, 2022
                          • Brands lacking innovation or profitability are at risk
                            • Coffee houses continue marching into the bakery battlefield
                              • Figure 22: Bakery products launched by Tims Hortons and M Stand, China
                          • Marketing Activities

                            • Strike a chord among public via precise co-branding marketing
                              • Figure 23: Harry Potter x Holiland co-branding products
                            • Engage young generations via sci-fi and technological concepts in the metaverse era
                              • Figure 24: Product examples in Holiland Travel themed store
                              • Figure 25: KUMO KUMO’s cheesecake in NFT concept
                            • Bakery brands stepping into casual dining and bistro sectors
                              • Figure 26: Restaurant and menu of Paris Baguette Bistro
                              • Figure 27: Luneurs Alunissage bistronomy restaurant
                          • New Product Trends

                            • The wave of probiotics arrives at freshly-made bakery products
                              • Figure 28: Probiotics bakery products of Lu Xi He and Tao Xi Man Man
                            • Shokupan established premium positioning through superior flour and water quality
                              • Figure 29: Examples of communicating high-quality flour in chain brands
                              • Figure 30: The communication on water quality in Ginza Nishikawa
                            • Affordable alternatives of Beef Wellington become signature food in bakery houses
                              • Figure 31: Examples of Beef Wellington launched by bakery houses
                            • Add a touch of green to the first spring after the pandemic
                              • Figure 32: Examples of bakery products in pandan flavour
                          • Purchase Channel

                            • The purchase channels of bakery products are becoming diversified
                              • Figure 33: Purchase channel, 2023
                              • Figure 34: Repertoire analysis – Purchase channel, 2023
                            • The ‘bakery + drink’ model gains traction across different tiers of cities
                              • Figure 35: Purchase channel, by city tier, 2023
                              • Figure 36: The seasonal matcha series launched by Butterful & Creamosours, China, 2023
                            • Leverage pet marketing to attract certain consumer groups
                              • Figure 37: Purchase channel, by living situation, 2023
                              • Figure 38: Pet marketing campaign initiated by Pidan in cooperation with coffee shops, China, 2023
                          • Purchased Products

                            • Classic products in bakery chains need upgrades and segmentation
                              • Figure 39: Purchased products – Bakery chains vs independent bakery houses, 2023
                              • Figure 40: Examples of toast introductions in Yamazaki, China, 2023
                              • Figure 41: Purchased products – Selected items in bakery chains, by gender and age, 2023
                            • New product types are promoted by coffee shops
                              • Figure 42: Purchased products – Bakery chains vs coffee houses, 2023
                              • Figure 43: Purchased products – Selected items in coffee houses, by city tier, 2023
                            • Chinese-style bakery goes beyond Western ones in tea houses
                              • Figure 44: Purchased products – Tea houses, 2023
                              • Figure 45: Set menu example of Chinese-style afternoon tea with pastries
                          • Consumption Occasion

                            • Tap into meal occasion needs with savoury bakery and hard European bread
                              • Figure 46: Consumption occasion – Meal occasions, 2023
                              • Figure 47: Consumption occasion – Savoury bakery products at meal occasions, by living situation, 2023
                              • Figure 48: Consumption occasion – Hard European bread (a) at lunch/dinner, by monthly personal income, 2023
                              • Figure 49: Examples of sandwiches made with hard European bread
                            • Target self-indulgence at home and outdoor leisure time with family or pets
                              • Figure 50: Consumption occasion – When relaxing at home, 2023
                              • Figure 51: Consumption occasion – When taking outdoor relaxing activities (a), Total vs Multi-generation family, 2023
                              • Figure 52: Consumption occasion – When taking outdoor relaxing activities (a), Total vs Living with pets, 2023
                              • Figure 53: Camping gift box launched by G.L.Z
                            • Satisfy needs during study and work among certain generations
                              • Figure 54: Consumption occasion – At study/work, selected item, by gender and age, 2023
                              • Figure 55: Consumption occasion – At study/work, selected item, by gender and age, 2023
                          • Premiumisation Trigger

                            • The value of upscale ingredients is better perceived
                              • Figure 56: Premiumisation trigger, 2023
                              • Figure 57: Premiumisation trigger, Total vs Containing fruits from special origins/cultivars (a), 2023
                            • Young females are more ready for mixed textures and meat content
                              • Figure 58: Premiumisation trigger – Selected items, by gender and age, 2023
                              • Figure 59: Examples of bread with liquid fillings in Uncle Z
                            • Health demands vary according to family status
                              • Figure 60: Premiumisation trigger – Selected items, by monthly household income, 2023
                              • Figure 61: Premiumisation trigger – Selected items, by family structure, 2023
                              • Figure 62: Premiumisation trigger – Selected item, by living situation, 2023
                          • Cake Flavour Preference

                            • Classic indulgent flavours are still the rule of thumb
                              • Figure 63: Cake flavour preference, 2023
                              • Figure 64: Product example of tiramisu with fresh fruits in Chuntian Bakery
                              • Figure 65: Cake flavour preference – Selected items, by purchase channel, 2023
                            • Opportunity lies in layered chocolate/cheesecake and seasonal flower flavours
                              • Figure 66: Cake flavour preference – Difference between total and those who are willing to pay a higher price for ‘different layers of texture (a)’, 2023
                              • Figure 67: Cake flavour preference – Difference between total and those who are willing to pay a higher price for ‘seasonal ingredients (a)’, 2023
                            • Older consumers should not be neglected
                              • Figure 68: Cake flavour preference, by gender and age, 2023
                          • Consumer Behaviours and Attitudes

                            • Takeaway business is mainstream, but dining-in also has opportunity
                                • Figure 69: Consumer behaviours and attitudes – Selected items, by family structure, 2023
                              • Create unique signature products instead of uniform trendy ones
                                  • Figure 70: Consumer behaviours and attitudes – Selected items, by generation, 2023
                                • Western-style elements are essential despite Guochao trend
                                    • Figure 71: Consumer behaviours and attitudes – Selected items, 2023
                                    • Figure 72: Spring limited products launched by mbd
                                • Food Personas

                                  • Who are they?
                                      • Figure 73: Food persona, 2023
                                      • Figure 74: Food persona, by age, 2023
                                    • Newly emerged brands make traditional Chinese pastries appealing to new trend explorers
                                      • Figure 75: Purchased products – Selected items through bakery chains, by food persona, 2023
                                    • Critical shoppers value superior ingredients, while emotional eaters seek mixed texture
                                      • Figure 76: Premiumisation triggers, by food persona, 2023
                                      • Figure 77: Consumer behaviours and attitudes – Selected items, by food persona, 2023
                                  • Appendix – Market Size and Forecast

                                      • Figure 78: Forecast of sales value of bakery houses, China, 2017-27
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

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