Stay ahead of the curve and future-proof your business with Mintel’s China Supermarkets Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest Chinese supermarket industry research, trends and consumer behaviours affecting your business.
Key Issues covered in this Report
- Types of supermarkets consumers usually shop at and how much they typically spend at different types of supermarkets.
- What products consumers usually buy in offline supermarkets and how they are different from online platforms.
- Reasons consumers shop in supermarkets and what supermarkets can do better to attract more shopper traffic.
Expert Insights from a Senior Analyst
This report, written by Diana Shao, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the Chinese supermarket and add expert context to the numbers.
Convenient locations and being able to check products on the spot are the primary factors driving consumers to supermarkets. Transforming suburban hypermarkets into small and medium-size supermarkets near residential communities would be a viable strategy for the survival of supermarkets. In the long run, supermarkets need to build their own distinctiveness through differentiated product assortment and improved in-store shopping experience in order to achieve growth.”
Diana Shao
Category Director
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Overview
- What you need to know
- Key Issues covered in this Report
- Covered in this Report
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Executive Summary
- The market
- Figure 1: Merchandise sales value of chain supermarkets and hypermarkets, China, 2013-22
- Figure 2: Store counts of chain supermarkets and hypermarkets, China, 2013-22
- Figure 3: Merchandise sales value and number of stores of warehouse membership stores, China, 2013-22
- Companies and brands
- Supermarkets accelerate the opening of membership stores
- Freshippo outlets’ (盒马生鲜奥莱) spotlight on cost-effectiveness
- Yonghui’s refreshed supermarkets aim to elevate shopping experience
- The consumer
- Local supermarket chains are consumers’ favourite while community convenience supermarkets gaining popularity
- Figure 4: Types of supermarket consumers shopped at in the last 6 months, 2023
- Fresh is the cornerstone of supermarkets
- Figure 5: Products bought at supermarkets and online platforms in the last six months, 2023
- Convenient location plays a vital role in driving consumers to supermarkets
- Figure 6: Reasons for shopping at supermarkets, 2023
- Consumer average spending at supermarkets is generally below RMB300
- Figure 7: Spending at different types of supermarkets, 2023
- Ensuring product quality and elevating shopping experience are what consumers expect most
- Figure 8: Measures to attract consumers to supermarkets, 2023
- Supermarket shopping can still be part of consumers’ daily lives
- Figure 9: Attitudes towards supermarket shopping, 2023
- What we think
- The market
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Issues and Insights
- Community convenience supermarkets offering a silver lining
- Aiding consumers’ in-store purchases by providing more valuable information and quick references
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- Figure 10: Information display screens and boards at a Pangdonglai supermarket, 2023
- Daily place to go for rest and relaxation in addition to a shopping destination
- Figure 11: Unique design style and shopping environment at fudi supermarket, 2023
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Market Overview
- Supermarkets face challenges
- Figure 12: Merchandise sales value of chain supermarkets and hypermarkets, China, 2013-22
- Figure 13: Store counts of chain supermarkets and hypermarkets, China, 2013-22
- Warehouse membership stores inject excitement into the supermarket industry
- Figure 14: Merchandise sales value and number of stores of warehouse membership stores, China, 2013-22
- Supermarkets face challenges
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Market Factors
- Government to boost domestic consumption as primary goal for 2023
- Further consumption growth may be impacted by fluctuated consumer financial confidence
- Figure 15: Change in financial status in the last month, China, 2020-23
- Figure 16: Confidence about improving financial situation in the next three months, 2020-23
- Supermarkets launching online ordering and home delivery to drive business
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Market Highlights
- Supermarkets accelerate the opening of membership stores
- Figure 17: Art area at one of Sam’s Club stores and the max size of products at Freshippo X member stores, 2023
- Freshippo outlets’ (盒马生鲜奥莱) spotlight on cost-effectiveness
- Figure 18: Fresh products at low prices in Freshippo outlets, 2023
- Yonghui’s refreshed supermarkets aim to elevate shopping experience
- Figure 19: Revamped Yonghui supermarkets aim to improve consumers’ shopping experience, 2023
- Supermarkets accelerate the opening of membership stores
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Types of Supermarket Shopped At
- Local supermarket chains are consumers’ favourite while community convenience supermarkets gaining popularity
- Figure 20: Types of supermarket consumers shopped at in the last 6 months, 2023
- High income earners and multi-generation families prefer to shop in multiple types of supermarkets
- Figure 21: Types of supermarket consumers shopped at in the last 6 months, by monthly personal income, 2023
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- Figure 22: Types of supermarket consumers shopped at in the last 6 months, by living situation, 2023
- Local supermarket chains are consumers’ favourite while community convenience supermarkets gaining popularity
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Products Bought at Supermarkets and Online
- Fresh is the cornerstone of supermarkets
- Figure 23: Products bought at supermarkets and online platforms in the last six months, 2023
- Daily cooking necessities for families while “indulgence” products for singles
- Figure 24: Selected products bought at supermarkets in the last six months, by living situation, 2023
- Fresh is the cornerstone of supermarkets
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Reasons for Shopping at Supermarkets
- Convenient location plays a vital role in driving consumers to supermarkets
- Figure 25: Reasons for shopping at supermarkets, 2023
- Young consumers value the convenience and stress-relief effect of supermarkets, while older people seek social interaction
- Figure 26: Reasons for shopping at supermarkets, by age, 2023
- Supermarket shopping plays multiple roles in the lives of middle/high-income consumers
- Figure 27: Reasons for shopping at supermarkets, by monthly household income, 2023
- Provide more options for pet owners
- Figure 28: Reasons for shopping at supermarkets, by living situation, 2023
- Convenient location plays a vital role in driving consumers to supermarkets
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Spending at Supermarkets
- Consumer average spending at supermarkets is generally below RMB300
- Figure 29: Spending at different types of supermarkets, 2023
- High-income consumers tend to spend more at local/foreign large supermarket chains and premium supermarkets
- Figure 30: Spending RMB400 above per week at local/foreign large national supermarket chains and premium supermarkets, by monthly household income, 2023
- Consumer average spending at supermarkets is generally below RMB300
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Measures to Attract Consumers to Supermarkets
- Ensuring product quality and elevating shopping experience are what consumers expect most
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- Figure 31: Measures to attract consumers to supermarkets, 2023
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- Figure 32: TURF analysis of measures to attract consumers to supermarkets, 2023
- Middle- to high-income consumers expect more from supermarkets
- Figure 33: Measures to attract consumers to supermarkets, by monthly household income, 2023
- Personalised services are important for multi-generation families
- Figure 34: Measures to attract consumers to supermarkets, by living situation, 2023
- Food safety and extra info on fresh products top for shoppers, with thoughtful in-store services more valued in tier 1, and online order & home delivery expected in lower tiers
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- Figure 35: Measures to attract consumers to supermarkets, by city tier, 2023
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Attitudes towards Supermarket Shopping
- Supermarket shopping is more of a planned activity, but there is a chance to spur “at-the-moment buying”
- Figure 36: Attitudes towards supermarket shopping, by living situation, 2023
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- Figure 37: Attitudes towards supermarket shopping, by monthly household income, 2023
- Physical accessibility matters more in lower tiers, whist distinctiveness drives success of a supermarket in tier 1
- Figure 38: Attitudes towards supermarket shopping, by city tier, 2023
- Keep a comprehensive category coverage and consistent online and offline pricing
- Figure 39: Attitudes towards supermarket shopping, 2023
- Figure 40: Attitudes towards supermarket shopping, 2023
- Supermarket shopping is more of a planned activity, but there is a chance to spur “at-the-moment buying”
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
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