China Festive Foods Market Report 2022
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“Due to COVID-19, traffic restrictions undermine family reunions and unveil booming me-time scenarios, resulting in increasing spending on Western festivals especially Christmas and Halloween featured with hedonic atmosphere and demand on better-for-you traditional festivals foods. Meanwhile, other long holiday festivals, namely the Moon Festival has seen opportunities in growing consumer spending in food and drinks as a compensation to Spring Festival gathering limitation.”
– Rika Huang, Research Analyst
This report will look at the following areas:
- The impact of COVID-19 on consumer behaviours in festival celebrations
- Innovative product launches and marketing activities
- Consumers’ gifting habits and gift selection preference
- Consumers’ spending ranges for traditional and Western festivals
- Promising festive food premiumisation directions
Collapse All
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- Excluded
- What you need to know
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Executive Summary
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- The market
- The consumer
- Purchasing for Western festivals increased, for Spring Festival dropped
- Figure 1: Gifting habits, 2020-21
- Families and loved ones are strong triggers for gifting
- Figure 2: Gifting habits. by selected receivers, 2021
- Traditional festivals lead spending on self-consumption
- Figure 3: Budget for self-consumption. 2021
- Gift-giving during Spring Festival enjoys highest the budget
- Figure 4: Gifting budget, 2021
- Lighter traditional festive foods are in demand
- Figure 5: Premiumisation, 2021
- Recipients’ demand is the primary concern
- Figure 6: Gifting product preference, 2021
- Consumers trust time-honoured brands
- Figure 7: Attitude towards festive foods, 2021
- What we think
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Issues and Insights
- Eyeing on festival foods’ spending beyond Spring Festival
- The facts
- The implications
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- Figure 8: Number of passengers travelling during Spring Festival and National Day Golden Week, China, 2019-21
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- Figure 9: Dao Xiang Cun donkey-hide gelatine mooncake
- Christmas and Halloween are “my” carnival with self-gifting
- The facts
- The implications
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- Figure 10: T9 Premium Tea hot wine fruit tea, China, 2021
- Figure 11: Paulaner Brauhaus Christmas market, Shanghai, 2021
- Festive foods: value redefined
- The facts
- The implications
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- Figure 12: Example of hairy crab mooncake from Wang Bao He, China, 2021
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- Figure 13: Example of Burberry eco-friendly packaging, 2019
- Eyeing on festival foods’ spending beyond Spring Festival
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Market Factors
- Mandatory national standard restricts overpackaging
- COVID surges hinder family reunion
- Self-entertainment is the new theme for Spring Festival
- Mandatory national standard restricts overpackaging
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Market Activity
- Cooperate with traditional honoured brands to increase awareness of novel ingredients
- Figure 14: Starfield ×Guang Zhou Jiu JIa Moon Festival gift box, China, 2021
- Enhance regional characteristics
- Figure 15: Chali Moon Festival gift box, China, 2021
- Leverage popular on-premise drinks for festive NPD
- Figure 16: Example of popular mulled wine recipe, China, 2021
- Figure 17: T9 Premium Tea hot wine fruit tea, China, 2021
- Cooperate with traditional honoured brands to increase awareness of novel ingredients
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New Product Trend
- Upcycled packaging creates unique experience
- Figure 18: Chunyu Doctor Dragon Boat Festival gift box, China, 2021
- Figure 19: Le Le Tea Dragon Boat Festival gift box, China, 2021
- Small portion enhances better-for-you image
- Figure 20: Chocday × Oatly Moon Festival gift box, China, 2021
- Props embellish festive atmosphere
- Figure 21: Genki Forest × Dao Xiang Cun Moon Festival gift box, China, 2021
- Figure 22: Dim Sum Bureau of Momo Moon Festival gift box, China, 2021
- Upcycled packaging creates unique experience
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Gifting Habits
- Purchasing for Western festivals increased
- Figure 23: Gifting habits, 2020-21
- Families and loved ones are strong triggers for gifting
- Figure 24: Gifting habits – By selected receivers, 2021
- Gift-giving becomes more popular
- Figure 25: Gifting habits– Bought for others , 2020-21
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- Figure 26: Gifting habits – Bought for myself , 2020-21
- Young people seek out Christmas and Halloween for self-gratification
- Figure 27: Number of students studying overseas and returning China, China, 2016-19
- Figure 28: Gifting habits – Bought for myself,by selected festivals, by selected demographics, 2021
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- Figure 29: Marketing to modern women, definition of independence, 2021
- Purchasing for Western festivals increased
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Budget for Self-consumption
- Consumers spend more on traditional festivals
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- Figure 30: Budget for self-consumption, 2021
- Self-entertainment is promising during Spring Festival
- Figure 31: Premiumisation by selected group in gifting budget, 2021
- Enjoying festivals with cooking home town flavours
- Figure 32: Hema × Zhang Shen Ji duck stewed with dried bamboo shoots, China, 2021
- Consumers spend more on traditional festivals
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Gifting Budget
- Spring festival dominates in gifting expense
- Figure 33: Gifting budget, 2021
- High-spending consumers of Valentine’s Day seek out decency and luxury
- Figure 34: Gifting budget – Selected festivals, by selected attitudinal statements, 2021
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- Figure 35: Gifting budget – Selected festivals, by selected premiumisation factors, 2021
- Figure 36: Example of diamond ring made of Crystal Pepsi, US, 2020
- Healthcare gifts for partners on Valentine’s Day
- Figure 37: Gifting budget – Valentine’s Day, by gifting products preference, by selected recipients – partner/spouse, 2021
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- Figure 38: Supplements from Hims & Hers Health Company, US, 2021
- Spring festival dominates in gifting expense
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Premiumisation
- Traditional festive foods with minus claims are in demand
- Figure 39: Premiumisation, 2021
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- Figure 40: Share of new mooncakes products with runny (liquid/sloppy/watery) textures, China, 2016-21
- Figure 41: Premiumisation – TURF Analysis, 2021
- Small portion festive foods for permissible indulgence…
- Figure 42: Premiumisation, by selected attitudinal statement, 2021
- …and caters to sustainability considerations
- Figure 43: Premiumisation, by selected statement, 2021
- Upcycled packaging defines the new “premiumisation”
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- Figure 44: Premiumisation – Upcycled packaging, by selected attitudinal statements, 2021
- Traditional festive foods with minus claims are in demand
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Gifting Product Preference
- No panacea for festival gifting
- For elders: health management enjoys first priority
- For business partners: culture and decency are valued
- For kids and partners/spouse: nutrition and indulgence are both important
- Figure 45: Gifting product preference, 2021
- Chinese festive pastry: a decent and safe choice
- Figure 46: Gifting product preference, rank of products, by selected object, 2022
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- Figure 47: Dao Xiang Cun donkey-hide gelatine mooncakes
- Figure 48: Example of mooncakes with whiskey flavours, China, 2021
- No panacea for festival gifting
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Attitudes towards Festive Foods
- Time-honoured heritage is more valued than classic flavours
- Figure 49: Attitude towards festive foods, 2021
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- Figure 50: Heytea × Seesaw “Steal The Moon” mooncake gift box, China, 2021
- Luxury ingredients appeal to gift-giving consumers
- Figure 51: Attitude towards festive foods, by selected statements, 2021
- Figure 52: Attitude towards festive foods – CHAID
- Time-honoured heritage is more valued than classic flavours
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Food Persona
- Who are they?
- Critical shoppers and new trend explorers demonstrate strong preference
- Figure 53: Food persona, 2021
- New Trend Explorers are prone to visual spectacle and fashionable lifestyle
- Figure 54: Gifting habits – Christmas, by selected gifting object, by food personas, 2021
- Figure 55: Premiumisation, by four food personas, 2021
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- Figure 56: Premiumisation, repertoire groups, 2021
- Critical shoppers focus on products
- Figure 57: Attitude towards festive foods-selected statement, by four food personas, 2021
- Who are they?
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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