This report looks at the following areas:
- Overview of the Chinese food market and key influencing factors
- Chinese food market highlights
- Frequency of eating different types of Chinese foods
- Key features that drive purchases of steamed buns, wontons and dumplings
- Factors consumers consider when choosing a Chinese restaurant
- Consumers’ regional taste preferences for noodle dishes
- Factors influencing consumer choices, menu preferences and attitudes towards Chinese foods
The growth of the foodservice industry has slowed, and while Chinese dining remains relatively resilient, profit margins are still under pressure. Chinese restaurant brands need to strengthen brand loyalty, explore new revenue streams and prioritise innovation.
Daisy Li, Associate Director, China Insights
Market Definitions
This Report explores consumer habits regarding Chinese fast food consumption. It primarily focuses on the offerings of Chinese quick-service restaurants (QSRs), including dine-in, takeaway and delivery options.
The report covers a range of Chinese staple dishes, including but not limited to buns, dumplings, wontons, noodles and rice noodles, as well as rice-based dishes, malatang (麻辣烫) etc.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market overview
- Market factors
- Market highlights
- The consumer
- Consumer behaviour and demographics
- The current state of the foodservice market and how to break through
- Issues and insights
- What we think
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The market
- Market overview
- Growth in the foodservice industry has slowed, but Chinese cuisine shows resilience
- Graph 1: year-on-year growth in total retail sales of consumer goods vs foodservice revenue, 2015-24
- Leading brands continue to expand their store networks
- Chinese cuisine categories are becoming more segmented
- Market factors
- Businesses face profitability challenges as margins continue to be squeezed
- Policy initiatives drive further standardisation across the industry
- The guochao trend in foodservice presents new opportunities for Chinese restaurants
- Digital transformation drives further growth in the foodservice industry
- Market highlights
- Chinese restaurants expand overseas in search of new growth opportunities
- More targeted co-branded campaigns spark consumer interest
- Membership programmes foster brand loyalty
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The consumer
- Consumer behaviour and demographics
- Rice and congee lead in consumption frequency, while noodles and steamed buns/xiaolongbao have everyday appeal
- Graph 2: frequency of eating Chinese foods – high frequency vs low to medium frequency, 2024
- Graph 3: frequency of eating Chinese foods, 2024
- Higher-income consumers favour greater variety, with congee, steamed buns and wontons showing premium potential
- Graph 4: % of high frequency users of Chinese foods, by monthly household income, 2024
- Graph 5: penetration of Chinese foods, by monthly household income, 2024
- The growth of Chinese-style burgers is poised to create new market opportunities
- Graph 6: penetration of Chinese burgers (a) and % of high-frequency users, by age, 2024
- Under-40s and multi-generational households are more likely to be super high frequency users of Chinese cuisine
- Graph 7: frequency of eating Chinese foods, by living situation, 2024
- Graph 8: frequency of eating Chinese foods, by age, 2024
- Takeaway/delivery and dining in are both popular, with super high frequency users preferring to dine in
- Graph 9: behaviours and attitudes related to Chinese foods – takeaway/delivery vs dine-in, by frequency of eating Chinese foods, 2024
- Graph 10: behaviours and attitudes related to Chinese foods – takeaway/delivery vs dine-in, 2024
- Shared meals take the lead, but solo dining is set to grow
- Graph 11: behaviours and attitudes related to Chinese foods – sharing vs eating alone, by living situation, 2024
- Graph 12: behaviours and attitudes related to Chinese foods – sharing vs eating alone, 2024
- Chinese restaurants need to enhance their competitive edge in a cut-throat market
- Consumers – especially nuclear families – want to try a variety of dishes
- Graph 13: behaviours and attitudes related to Chinese foods – different types vs same types, 2024
- Graph 14: behaviours and attitudes related to Chinese foods – different vs same types, by living situation, 2024
- Strengthening brand loyalty remains a priority, especially among high-income consumers
- Graph 15: behaviours and attitudes related to Chinese foods – different brands vs same brand, 2024
- Graph 16: behaviours and attitudes related to Chinese foods – different brands vs same brand, by monthly household income, 2024
- Fresh ingredients and healthy cooking techniques are key selling points for Chinese restaurants
- Graph 17: important factors when choosing a Chinese restaurant, 2024
- Organic ingredients hold strong growth potential
- Avoiding pre-made dishes can be a key differentiator
- The special diet segment is still developing, with opportunities in Chinese medicinal cuisine for 30–39-year-olds and new mothers
- Graph 18: important factors when choosing a Chinese restaurant – serving traditional Chinese medicinal meals, by family structure, 2024
- Graph 19: important factors when choosing a Chinese restaurant – serving traditional Chinese medicinal meals, by age, 2024
- Restaurants offering special diet options can gain traction by targeting multi-generational households
- Graph 20: important factors when choosing a Chinese restaurant, by living situation, 2024
- Cold dishes are the most popular side order
- Graph 21: additional menu items of interest when ordering Chinese food, 2024
- High-income consumers show greater variety in choices, with popular side dishes offering premium potential
- Graph 22: number of additional menu items selected, by monthly household income, 2024
- Graph 23: additional menu items of interest when ordering Chinese food, by monthly household income, 2024
- Younger consumers show greater interest in fruit as a side order
- Bottled drinks have greater market potential in the North
- Graph 24: additional menu items of interest when ordering Chinese food – bottled drinks, by region, 2024
- In the era of narrow profit margins, enhancing perceived value is essential
- Affordable dishes are widely popular, but super high frequency users seek high-quality options
- Graph 25: behaviours and attitudes related to Chinese foods – affordable vs high-quality, 2024
- Graph 26: behaviours and attitudes related to Chinese foods – affordable vs high-quality, by frequency of eating Chinese foods, 2024
- Ingredient quality and safety are top priorities, while authentic flavours encourage trade-up
- Value for money is a key factor for budget dining, especially among younger consumers
- Graph 27: most important factors when choosing Chinese foods (RMB20 or less) – value for money, by age, 2024
- Graph 28: most important factors when choosing Chinese foods (RMB20 or less) – quality and safety of ingredients, by age, 2024
- Consumers of mid- to low-priced meals value menu variety, especially those aged 30-49
- Graph 29: most important factors when choosing Chinese foods – menu diversity (a), by age, 2024
- Dining and kitchen environment is a key factor in supporting higher price points, especially in Eastern China
- Graph 30: most important factors when choosing Chinese foods – dining and kitchen environment, by region, 2024
- Quick service and convenient ordering boost dining frequency
- Graph 31: most important factors when choosing Chinese foods – convenience of ordering process, by frequency of eating Chinese foods, 2024
- Graph 32: most important factors when choosing Chinese foods – speed of service, by frequency of eating Chinese foods, 2024
- Unique offerings provide a competitive edge in a commoditised market
- Independent restaurants are more popular, but the chain restaurant market is growing
- Graph 33: behaviours and attitudes related to Chinese foods – independent restaurants vs chain restaurants, by frequency of eating Chinese foods, 2024
- Graph 34: behaviours and attitudes related to Chinese foods – independent restaurants vs chain restaurants, 2024
- Fresh fillings are the key purchase driver for buns and dumplings
- Graph 35: purchase drivers for Chinese wheaten foods with fillings, 2024
- Dough texture and cooking method options are also important considerations, especially for younger consumers
- Graph 36: purchase drivers for Chinese wheaten foods with fillings – the texture of the dough (a), by age, 2024
- Graph 37: purchase drivers for Chinese wheaten foods with fillings – different cooking methods (b) available, by age, 2024
- Fresh fillings and seasonal ingredients present opportunities for premiumisation
- Graph 38: purchase drivers for Chinese wheaten foods with fillings, by monthly household income, 2024
- Multi-generational households show greater willingness to try fusion or Western-style fillings
- Graph 39: purchase drivers for Chinese wheaten foods with fillings – fusion/Western-style fillings (a), by living situation, 2024
- Consumers in Southern China expect customisable portion sizes
- Graph 40: purchase drivers for Chinese wheaten foods with fillings – different portion sizes available, by region, 2024
- Noodle dishes from Sichuan/Chongqing, Lanzhou and Guangxi are the most popular
- Graph 41: regional flavour preferences for noodle dishes, 2024
- Consumers in different regions show distinct preferences
- Graph 42: regional flavour preferences for noodle dishes, by region, 2024
- People aged 30-49 are eager to try different flavours
- Graph 43: number of regional flavours of noodle dishes selected, by age, 2024
- Graph 44: regional flavour preferences for noodle dishes, by age, 2024
- Innovations in noodle products can leverage regional differences
- Graph 45: regional flavour preferences for noodle dishes, by monthly household income, 2024
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Issues and insights
- Enhance brand stickiness and boost visitation frequency
- Chinese cuisine has reached market saturation, making growth more dependent on visit frequency
- Maintain a focus on fresh and healthy ingredients while exploring the potential of organic produce
- Boost consumer acceptance of pre-prepared dishes through transparent communication
- Focus on under-40s and multi-generational families
- Establish and maintain loyalty programmes
- Break through the era of slim margins to unlock greater profit potential
- Weak profitability in the foodservice industry calls for further optimisation to sustain and expand businesses
- Ensure authentic flavour and a clean environment while maintaining food safety
- Outstanding examples of dining and kitchen environments
- Create innovative, high-quality dishes to unlock premium potential
- Examples of high-quality dishes
- Leverage digital transformation to reduce costs and increase efficiency
- Drive the next generation of consumer demand through innovation targeted at younger consumers
- Younger consumers drive both dine-in and takeaway demand and are a key target for creative cuisine
- Experiment with innovative categories and combinations
- Use innovative cooking methods for buns and dumplings while ensuring fresh fillings and optimal dough texture
- Combine ultra-affordable prices with comforting advertising styles
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Appendix – methodology and abbreviations
- Methodology
- TURF analysis methodology
- Abbreviations
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