China Fresh Grocery Retailing Market Report 2022
£ 3,695 (Excl.Tax)
Description
“The fresh grocery retailing market witnessed accelerated growth amid the resurgence of COVID-19 since early 2022 and upgraded demand for quality offerings. Diversified channel preference, though intensifying market competition, presents opportunities to new business models such as outlet stores which cater to consumers’ segmented needs. Private label products not only demonstrate growth potential given consumers’ attention to both quality and price, but can also help fresh grocery retailers to keep consumers engaged.”
– Roolee Lu, Associate Director
This Report will look at the following areas:
- Review of the fresh grocery retailing market in 2022 and growth prospects for the next five years
- Key players’ performance and noteworthy highlights in the market
- Changes in both shopping channels and monthly spending on fresh grocery products
- Factors/reasons for buying fresh groceries at wet markets and warehouse clubs
- Motivations to buy paid memberships of fresh grocery retailers
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- Excluded
- Consumer group definition
- What you need to know
-
Executive Summary
-
- The market
- Figure 1: Market size and forecast of fresh grocery products, China, 2017-27
- Growing online retail sales benefit the development of fresh grocery ecommerce
- The 14th Five-Year Plan highlights the high-quality development of cold chain logistics
- National guidelines promote eating enough fresh produce and cooking wisely
- Companies and brands
- Yonghui
- Hema
- Dingdong Maicai
- Fresh grocery outlet stores begin to boom
- The first occurrence of clean label in food ecommerce
- Cross-border ecommerce bridges the gap between consumers and imported products
- The consumer
- O2O retailers witness greatest penetration increase under diversified channel preference
- Figure 2: Shopping channels for fresh groceries, 2022
- The resurgence of COVID-19 drives an upward trend in fresh grocery spending
- Figure 3: Monthly spending on fresh groceries, 2021 vs 2022
- Improve environment of wet markets to regain shopping interest
- Figure 4: Reasons for buying fresh groceries at wet markets, 2022
- High quality and low price are both in demand for fresh groceries at warehouse clubs
- Figure 5: Expectations for buying fresh groceries at warehouse clubs, 2022
- Reduced cost and tangible benefits are the most attractive features of paid memberships
- Figure 6: Motivations to buy paid memberships, 2022
- Utilise local features and exclusive offerings to keep consumers engaged
- Figure 7: Attitudes towards fresh grocery retailing – products, 2022
- What we think
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Issues and Insights
- Buy local at local
- The facts
- The implications
- Private label products can offer more besides low price
- The facts
- The implications
- Proactively cater to consumers’ healthy eating needs
- The facts
- The implications
- Figure 8: Dingdong Maicai Light & Young Planet (轻养星球), China, 2022
- Figure 9: Product examples of Dingdong Maicai Yummy Dish (叮咚好食光), China, 2022
- Buy local at local
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Market Size and Forecast
- Accelerated growth amid the resurgence of COVID-19
- Figure 10: Market size and forecast of fresh grocery products, China, 2017-27
- Accelerated growth amid the resurgence of COVID-19
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Market Factors
- Growing online retail sales promotes maturity of fresh grocery ecommerce
- The high-quality development of cold chain logistics provides a strong support
- National guidelines emphasise the importance of eating more fresh produce and cooking wisely
- Growing online retail sales promotes maturity of fresh grocery ecommerce
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Key Player Performance
- Yonghui
- Hema
- Dingdong Maicai
- Yonghui
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Market Highlights
- The emergence of fresh grocery outlet stores
- Clean label enters fresh grocery ecommerce
- Figure 11: Dingdong Maicai Clean Label Plan (清洁标签计划), China, 2022
- Cross-border ecommerce extends to fresh groceries
- Figure 12: JD Worldwide Fresh Supermarket (京东国际生鲜超市), China, 2022
- Douyin shortens the distance between farmers and consumers
- Figure 13: Douyin’s event Fresh Products From Their Origins (源头生鲜), China, 2022
- Figure 14: Douyin 921 Good Stuff Festival (921好物节), China, 2022
- The emergence of fresh grocery outlet stores
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Shopping Channels
- Community stores and gourmet stores enjoy increased popularity
- Figure 15: Shopping channels for fresh groceries, 2022
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- Figure 16: Usage penetration of offline shopping channels, 2021 vs 2022
- O2O retailers and fresh grocery ecommerce show more strength among non-offline channels
- Figure 17: Usage penetration of online and O2O shopping channels, 2021 vs 2022
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- Figure 18: Online and O2O shopping channels – buy more or about the same, by age, 2022
- Short video platforms need to keep consumers engaged
- Figure 19: Shopping channels – short video platforms’ online store, by age and by monthly household income, 2022
- Community stores and gourmet stores enjoy increased popularity
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Monthly Spending on Fresh Groceries
- Resurgence of COVID-19 resulted in greater demand of fresh groceries
- Figure 20: Monthly spending on fresh groceries, 2021 vs 2022
- Justify product value under worsening financial situations
- Figure 21: Trading up and down plans, 2022
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- Figure 22: Monthly spending on fresh groceries, by age, 2021 vs 2022
- Resurgence of COVID-19 resulted in greater demand of fresh groceries
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Reasons for Buying Fresh Groceries at Wet Markets
- Freshness is the major reason
- Figure 23: Reasons for buying fresh groceries at wet markets, 2022
- Clean and tidy environments can help regain shopping interest
- Figure 24: Reasons for buying fresh groceries at wet markets, by spending behaviour, 2022
- Utilise value-added services to attract younger consumers
- Figure 25: Reasons for buying fresh groceries at wet markets – selected options, by age, 2022
- Freshness is the major reason
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Expectations for Warehouse Clubs
- Quality is the priority, while low price also matters
- Figure 26: Expectations for buying fresh groceries at warehouse clubs, 2022
- Integrated services and exclusivity are valued by consumers aged 25-49
- Figure 27: Expectations for buying fresh groceries at warehouse clubs – select items, by age, 2022
- Solo consumers show special attention to low price and large packaging
- Figure 28: Expectations for buying fresh groceries at warehouse clubs – select items, by living situation, 2022
- Quality is the priority, while low price also matters
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Motivations to Buy Paid Memberships
- Reduced cost and tangible benefits are most attractive
- Figure 29: Motivations to buy paid memberships, 2022
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- Figure 30: TURF Analysis – Motivations to buy paid memberships, 2022
- Provide alternative benefits to tap into different audiences
- Figure 31: Motivations to buy paid memberships – free membership of other platform/retailer, by generation, 2022
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- Figure 32: Motivations to buy paid memberships – affiliate membership cards for families/friends, by living situation, 2022
- Figure 33: Sam’s Club Membership Card, China, 2022
- Reduced cost and tangible benefits are most attractive
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Attitudes towards Fresh Grocery Retailing
- Improve shopping experience with reassured safety and elevated convenience
- Figure 34: Attitudes towards fresh grocery retailing – selected statements, 2022
- Showcase CSR can help win affinity from young generations
- Figure 35: Attitudes towards fresh grocery retailing – I prefer to buy fresh groceries from brands or retailers that provide biodegradable packaging, by generation, 2022
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- Figure 36: Attitudes towards fresh grocery retailing – Fresh grocery retailers that introduced livelihood protection measures (a) during the outbreak are more trustworthy, by generation, 2022
- Highlight local features and exclusive offerings to increase engagement
- Figure 37: Attitudes towards fresh grocery retailing – products, 2022
- Improve shopping experience with reassured safety and elevated convenience
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Appendix – Market Size and Forecast
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- Figure 38: Market value and forecast of fresh grocery products, China, 2017-27
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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