“The growth of the snack market in China shows no sign of slowing down thanks to driving forces in both the supply and demand sides. On the one hand, further specification would aid brands in achieving their prime goal of offering healthy and premiumised products. On the other, consumers’ demand in emerging occasions such as ‘me-time’ should also be emphasised in market communication.”
– Marta Zhang, Senior Research Analyst
Key issues covered in this Report
- Market forecast and segment performance within the snack market.
- Marketing activities and new product trends within the snack market.
- Consumption frequency, occasion and information channel of major snack products.
- Flavour preference of biscuits and chocolate consumption purpose.
- Consumers’ attitudes towards snack products.
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Optimistic growth in snack spending
- Figure 1: Retail market value of major snack categories, China, 2017-27
- Blurred snacking time sustains snack growth
- Figure 2: Retail market value and growth of major snack categories, by segment, China, 2018-22
- Companies and brands
- Brand expanding to cater to wider consumption occasion
- Upgrading to healthier ingredients has become the key focus of NPD
- The consumer
- Nuts and biscuits top in snack consumption
- Figure 3: Consumption frequency, China, 2022
- Snacks for “me-moments” are being highlighted
- Figure 4: Consumption occasion, China, 2022
- The wide influence of short video platforms should be emphasised
- Figure 5: Information channel, China, 2022
- Sweet flavour dominant, while uncommon flavours are expected by frequent consumers
- Figure 6: Biscuits flavour preference, China, 2022
- Self-treat is the primary chocolate purchase trigger
- Figure 7: Reasons for purchasing chocolate, China, 2022
- Start-up brands could catch young consumers’ attention with creative flavours
- Figure 8: Attitudes towards snacks – selected attitudes, China, 2022
- What we think
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Issues and Insights
- Market calls for ever-specialised products targeting demographics beyond kids
- The facts
- The implications
- Figure 9: Product examples of snacks targeting specific demographic group, Global, 2020-22
- The use of real ingredients is important in biscuits innovation
- The facts
- The implications
- Figure 10: Product examples of biscuits made with real fruit and vegetables, China, 2021-22
- Highlight “me-moment” for chocolate confectioneries in traditional festive seasons
- The facts
- The implications
- Figure 11: Examples of chocolate confectioneries targeting self-consumption occasions, Global, 2021-22
- Market calls for ever-specialised products targeting demographics beyond kids
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Market Size and Forecast
- Optimistic growth in snack spending
- Figure 12: Retail market value of major snack categories, China, 2017-27
- Optimistic growth in snack spending
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Market Segmentation
- Nuts account for lion’s share, while ice cream enjoys the fastest growth
- Figure 13: Retail market value and growth of major snack categories, by segment, China, 2018-22
- Blurred snacking time benefits bite-size snacks
- Nuts account for lion’s share, while ice cream enjoys the fastest growth
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Market Factors
- Healthy eating guidelines raise attention of both consumers and brand
- Importance gained for exercising boosts novel need for snacks
- Figure 14: Improvement methods, China, 2022
- Refined supply chain system to achieve higher cost-effectiveness
- Everything is “snackable”
- Figure 15: Product examples of “snackable” foods, China, 2021-22
- Healthy eating guidelines raise attention of both consumers and brand
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Marketing Activities
- Brands’ extension into bakery snack launches
- Figure 16: Product examples of brands extending with new formats, China, 2022
- Co-brand in flavour development to attract attention
- Figure 17: % of new snack launches, by claims, China, 2018-22
- Figure 18: Product examples of innovative flavour snacks, China, 2022
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- Figure 19: Ritz x Oreo, US, 2022
- Portion suggestions aiming to nudge consumption behaviour
- Figure 20: Product examples of “daily” claims, China, 2022
- Brands’ extension into bakery snack launches
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New Product Trends
- An upgrade on healthy snack ingredients
- Figure 21: Product examples of snacks with added functional ingredients, China, 2022
- Figure 22: Product examples of meat-based crisps, China, 2022
- Minus claims grow in L/N/R calorie and salt
- Figure 23: % of new snack launches with “minus claims”, China, 2018-22
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- Figure 24: Product examples with “minus claims”, China, 2022
- “Plant-based” has established its own position in snack categories
- Figure 25: Product examples of “plant-based” snacks, China, 2022
- An upgrade on healthy snack ingredients
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Consumption Frequency
- Nuts and biscuits are dominant snacking consumption
- Figure 26: Consumption frequency, China, 2022
- Females are major snack consumers regardless of category
- Figure 27: Consumption frequency – at least several times a week, by gender, China, 2022
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- Figure 28: Consumption frequency – once a day or more, by family structure, China, 2022
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- Figure 29: Boons+ Chocolate Peanut Butter Lactation Bars, Canada, 2021
- Explore market opportunity of small cakes/pies among older generation
- Figure 30: Consumption frequency – at least several times a week, by generation, China, 2022
- Nuts and biscuits are dominant snacking consumption
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Consumption Occasion
- Snacks for “me-time” show growth potential
- Figure 31: Consumption occasion, China, 2022
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- Figure 32: Consumption occasion, China, 2022
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- Figure 33: Chips Ahoy! biscuit x Next Promotion, China, 2022
- Target female consumers on office/school snacking occasions
- Figure 34: Consumption occasion – selected occasion, by gender, China, 2022
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- Figure 35: Xia Guo Ma Ma, China, 2022
- Snack bars are consumed on functional driven occasions
- Figure 36: Consumption occasion, China, 2022
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- Figure 37: Consumption occasion – selected occasion, by gender and age and education, China, 2022
- Snacks for “me-time” show growth potential
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Information Channel
- Online and offline are equally important
- Figure 38: Information channel, China, 2022
- Varied channel usage among different snack consumption groups
- Figure 39: Information channel – by consumption frequency, China, 2022
- Pet owners are active information absorbers
- Figure 40: Information channel – by living situation, China, 2022
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- Figure 41: Yongpu x Purlab, China, 2022
- Online and offline are equally important
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Biscuits Flavour Preference
- Fruit and dairy flavour are preferred by more than half
- Figure 42: Biscuits flavour preference, China, 2022
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- Figure 43: % of new biscuits launches, by flavours, China, 2018-22
- Females are interested in savoury biscuit flavours
- Figure 44: Biscuits flavour preference – selected flavours, by gender, China, 2022
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- Figure 45: Black Sesame Biscuit with DHA Algal oil, China, 2022
- Figure 46: % of new biscuits launches in China, by sub-category, 2018-22
- Frequent biscuits consumers are ready for uncommon flavour exploration
- Figure 47: Difference of biscuits flavour preference – once a day or more vs total biscuit consumers, China, 2022
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- Figure 48: Examples of biscuit products with meigan flavour, China, 2021-22
- Figure 49: Lay’s limited edition flavour potato chips, China, 2022
- Fruit and dairy flavour are preferred by more than half
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Reasons for Purchasing Chocolate
- A majority of consumers consider chocolate as a treat and way to recharge
- Figure 50: Reasons for purchasing chocolate, China, 2022
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- Figure 51: % of new chocolate confectionery launches, by flavours, China, 2018-22
- Figure 52: Chocsis Chocolate infiltrated fruits, China, 2022
- Emotional lifting property is emphasised by frequent chocolate consumers
- Figure 53: Difference of reasons for purchasing chocolate – once a day or more vs total chocolate consumers, China, 2022
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- Figure 54: % of new dark chocolate launches among total chocolate launches, China, 2018-22
- Male consumers of different ages exhibit diverse reasons for chocolate consumption
- Figure 55: Reasons for purchasing chocolate – by gender and age, China, 2022
- A majority of consumers consider chocolate as a treat and way to recharge
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Attitudes towards Snacks
- Indulgent snack for the young, healthy snack for the elderly
- Figure 56: Attitudes towards snacks – selected attitudes, China, 2022
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- Figure 57: Attitudes towards snacks – selected attitudes, by age, China, 2022
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- Figure 58: Example of snacking nuts for middle-aged and senior group, China, 2021
- Trading up opportunities found among consumers aged 30-39
- Figure 59: Attitudes towards snacks – trade up snacks, China, 2022
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- Figure 60: Attitudes towards snacks – trade up snacks, by age, China, 2022
- Exhibit creativeness to attract the young generation
- Figure 61: Attitudes towards snacks – selected attitude, by generation, China, 2022
- Figure 62: Attitudes towards snacks – selected attitude, China, 2022
- Indulgent snack for the young, healthy snack for the elderly
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Food Personas
- Who are they?
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- Figure 63: Food personas, China, 2022
- Figure 64: Food personas, by monthly personal income, China, 2022
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- Figure 65: Food personas, by living situation, China, 2022
- Critical shoppers value the socialisation property of chocolate
- Figure 66: Reasons for purchasing chocolate, by food persona, China, 2022
- Figure 67: Consumption occasion – chocolate, by food persona, China, 2022
- New trend explorers are fond of handmade snacks
- Figure 68: Attitude towards snacks – “I would pay a higher price for handmade snacks (eg handmade pastries, handmade chocolate)”, China, 2022
- Who are they?
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Appendix – Market Size and Forecast
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- Figure 69: Total retail market value of major snack categories, China, 2017-2027
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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