2021
0
China Bakery Houses Market Report 2021
2021-06-05T04:14:55+01:00
OX1049601
3695
139233
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Report
en_GB
“The battlefield for fresh bakeries has expanded since COVID-19 has shifted consumers to the O2O retailers that are able to offer fresh and quality packaged bakery as well. Bakery houses…

China Bakery Houses Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The battlefield for fresh bakeries has expanded since COVID-19 has shifted consumers to the O2O retailers that are able to offer fresh and quality packaged bakery as well. Bakery houses need to leverage the inherent edge in premiumising products with functional ingredients and drive more consumption occasions for meals and snacking. In addition, providing value-added services can increase attachment and showcase uniqueness within this competitive market.”
– Wen Yu, Research Analyst

Key issues covered in this Report:

  • What does the market landscape look like and how long will it take to recover to pre-COVID levels and what does the future competition look like?
  • What brands are winning and losing market share?
  • How have consumption habits changed following the outbreak?
  • What triggers are most likely to justify higher spending?
  • How do bakery houses differentiate, both in terms of product and service, to stay ahead of the market?

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 needs two years to buffer out the disruption
                • Figure 1: Central forecast for value sales of bakery houses, 2015-2025
              • Volume shrank to a total outlet number of around 450,000
                • Figure 2: Change in the number of bakery houses, 2019-2020
                • Figure 3: Top ten cities by the number of bakery houses, 2020
              • Companies and brands
                • Fragmented market with leading players scrambling to secure concentration
                  • Figure 4: Store numbers & volume share of the leading bakery house brands, 2019-2020
                • Sight attraction prompts bakery houses to spruce up differently
                  • Novel dairy products and plant-based ingredients pick up the trends
                    • The consumer
                      • Fixed channel selection with an exception of O2O retailers
                        • Figure 5: Purchase channel, 2020-21
                      • Fresh bakery dabbles in a bigger market to compete
                        • Figure 6: Product preference at different channels, February 2021
                      • Wide compatibility with various occasions
                        • Figure 7: Consumption occasion, February 2021
                      • Distinctive perceptions hint usage segmentation
                        • Figure 8: Product perception, February 2021
                      • Quality ingredients with functional perks able to justify high price
                        • Figure 9: Premiumisation trigger, February 2021
                      • Behavioural difference suggests specialised trajectory for specialty and comprehensive bakery houses
                        • Figure 10: Attitudes towards bakery products and bakery houses, by “I prefer bakery houses that sell specialty products over those that sell a wide range of products”, February 2021
                        • Figure 11: Attitudes towards bakery products and bakery houses, by “I prefer bakery houses that sell specialty products over those that sell a wide range of products”, February 2021
                      • What we think
                      • Issues and Insights

                        • Bakery houses upgrade their menus to stretch into holistic meal offering
                          • The facts
                            • The implications
                              • Enhance bakery houses’ function in “service” and intensify brand awareness to differentiate
                                • The facts
                                  • The implications
                                    • Figure 12: DIY toast painting at POSTERN
                                    • Figure 13: Self-toasting toast at Our Bakery
                                  • Specialty bakery houses need to stay exuberantly proactive to survive
                                    • The facts
                                      • The implications
                                        • Figure 14: Collaborative toast between Daddy Sweety and Hema
                                        • Figure 15: Saturn bird’s coffee box recycling program
                                    • The Market – What You Need to Know

                                      • Shattered market will rebound to the pre-COVID level in the next two years
                                        • Fresh bakery’s competition landscape broadens
                                          • Bakery houses look at additional revenue pathways
                                          • Market Size and Forecast

                                            • COVID-19 magnified the challenges for the industry
                                              • Figure 16: Central forecast for value sales of bakery houses, 2015-2025
                                            • The number of eliminated stores overtakes the new one
                                              • Figure 17: Change in the number of bakery houses, 2019-2020
                                              • Figure 18: Top ten cities by the number of bakery houses, 2020
                                          • Market Factors

                                            • Short shelf-life packaged bakery poses a threat and hints transformation for fresh bakery
                                              • Figure 19: Hema’s Freshippo Bakery
                                            • Bakery houses experiment with different side offerings, exploring new revenue streams
                                              • Figure 20: Lady Pineapple’s brunch offering
                                              • Figure 21: Sunflour’s brunch and gelato offerings
                                              • Figure 22: Paris Baguette’s lactobacillus tea drinks
                                            • Rising home baking brings mixed news
                                              • Functionality and nutrition are the key to premiumisation
                                              • Key Players – What You Need to Know

                                                • Dominant brands have secured consolidation
                                                  • Bakery houses use different styles to pique interest
                                                    • Novel dairy products applied to bakery
                                                    • Market Share

                                                      • Holiland contributed the most to leading players’ consolidation
                                                        • Figure 23: Store numbers & volume share of the leading bakery house brands, 2019-2020
                                                    • Marketing Strategies

                                                      • Highlight nutritional add-ins to appeal to health-conscious consumers
                                                        • Figure 24: Short shelf-life packaged bakery from Hema daily fresh product line
                                                      • Bakery houses of unique ornamental styles resonate among consumers
                                                        • Figure 25: Bakery houses of nostalgic style
                                                        • Figure 26: Japanese-style bakery houses
                                                        • Figure 27: Examples of representative Japanese bakeries
                                                      • Sustainable disposal of leftover bakery convinces consumers of freshness and environmental awareness
                                                        • Figure 28: Free overnight bakery giveaway at Whole Wheat
                                                        • Figure 29: Buy one and get one for free after 5 pm at Da Giuliano
                                                    • New Product Trends

                                                      • Upgraded menu of Chinese- and Western-styled bakery foods
                                                        • Figure 30: Examples of bakery houses’ Chinese-style bakery/pastry offerings
                                                      • Fermented and plant-based dairy witnesses a rise of usage in bakery
                                                        • Figure 31: Examples of bakery products containing fermented dairy ingredients
                                                        • Figure 32: Oat milk toast from Tous Les Jours & Oatly
                                                      • Products of regional traits hook consumers favouring exoticness
                                                        • Figure 33: Examples of bakery products of regional traits
                                                      • Bakery houses dabble in packaged bakery offering to replicate fresh bakery eating experience
                                                        • Figure 34: Uncle.Z Bakery ‘s online store on Taobao & WeChat
                                                        • Figure 35: Collaborative toast between Daddy Sweety and Hema
                                                    • The Consumer – What You Need to Know

                                                      • O2O channels cast a revolutionary impact of fresh bakery purchase
                                                        • Compatibility of bakery products gets further ramped up
                                                          • Fortified nutrients have the best shot at triggering higher spending
                                                          • Purchase Channel

                                                            • Established bakery consumption habits in the post-COVID-19 era
                                                              • Figure 36: Purchase channel, 2020-2021
                                                            • O2O retailers squeezing the shares of fresh bakery
                                                              • Figure 37: Consumption incidence gap in the listed channels, 2020-2021
                                                            • Growing acceptance means abundant interest and exploration while low loyalty
                                                              • Figure 38: Purchase channel of bakery products – repertoire analysis, February 2021 & February 2020
                                                          • Product Preference at Different Channels

                                                            • Blurred boundary between fresh and packaged bakery products
                                                              • Figure 39: Product preference at different channels, February 2021
                                                            • Unconventional buyers at bakery chains and O2O retailers
                                                              • Figure 40: Product preference at bakery chains – “short shelf-life packaged bakery products”, by gender and age and by marital status, February 2021
                                                              • Figure 41: product preference at O2O retailers – “fresh unsealed bakery products”, by gender and age and by marital status, February 2021
                                                          • Consumption Occasion

                                                            • Diverse usage of bakery products
                                                              • Figure 42: Consumption occasion, February 2021
                                                            • Breakfast bakery eaters fall for “additional” instead of “minus” claims
                                                              • Figure 43: Premiumisation trigger, by consumption occasion – “have had bakery products for breakfast”, February 2021
                                                              • Figure 44: Consumption trends, by consumption occasion – “have had bakery products for breakfast”, February 2021
                                                              • Figure 45: Consumption trends – “eaten more or about the same”, gap between those who have had bakery products for breakfast and those who haven’t, February 2021
                                                            • Bakery products applied to more consumption occasions
                                                              • Figure 46: Consumption occasion – repertoire analysis, February 2021 & February 2020
                                                          • Product Perception

                                                            • Toast can become a staple alternative while tarts and Swiss roll leverage indulgence
                                                              • Figure 47: Product perception, February 2021
                                                            • Hard bread and cake are polarised in specific perceptions
                                                              • Mid-aged females & high income earners credit hard bread for healthy
                                                                • Figure 48: Product perception – “hard bread is healthy”, by gender and age & monthly personal income, February 2021
                                                              • Mid-aged consumers & families with kids think cake is satiable in particular
                                                                • Figure 49: Product perception – “cake is satiable”, by age & marital status, February 2021
                                                            • Premiumisation Trigger

                                                              • Resort to ingredients and thereby “additional” claims to premiumise and differentiate
                                                                • Figure 50: Premiumisation trigger, February 2021
                                                              • Mid-aged consumers focus on ingredients while young consumers are flavour-/display-driven
                                                                • Figure 51: Premiumisation trigger, by age, February 2021
                                                            • Attitudes towards Bakery Products and Bakery Houses

                                                              • Well-educated domestic bakery consumers with distinctive features
                                                                • Figure 52: Attitudes towards bakery products and bakery houses, February 2021
                                                              • Attitudinal divergence between specialty store- and comprehensive store-oriented consumers
                                                                • Figure 53: Attitudes towards bakery products and bakery houses, by “I prefer bakery houses that sell specialty products over those that sell a wide range of products”, February 2021
                                                                • Figure 54: Attitudes towards bakery products and bakery houses, by “I prefer bakery houses that sell specialty products over those that sell a wide range of products”, February 2021
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 55: Forecast for value sales of bakery houses, China, 2015-2025
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Abbreviations

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