2021
0
China Consumer Snacking Trends Market Report 2021
2021-03-18T03:09:37+00:00
OX1043225
3695
135626
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Report
en_GB
“Snack sales have benefited from increased in-home food consumption in 2020 and future growth will be driven by more diversified consumption occasions as the boundaries of snacks and meals continue…

China Consumer Snacking Trends Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Snack sales have benefited from increased in-home food consumption in 2020 and future growth will be driven by more diversified consumption occasions as the boundaries of snacks and meals continue to blur.  Healthier ingredients have become the most wanted premium feature, suggesting ingredient stories are still the most intuitive story for brands to lift healthy appeal in a taste-driven category.”

– Annie Jiang, Research Analyst, Food and Drink

This Report looks at the following areas:

This Report looks at consumers’ snacking habits, defined as eating between meals, including but not limited to: salty snacks, biscuit/cookies, chocolate and sugar confectionery, meat snacks, as well as types of foods that are not conventional snack products but have been adopted by consumers as snack options, eg yogurt and fruits or vegetables.

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Retail sales of major snack categories to remain robust growth
              • Figure 1: Best and worst case forecast for retail value of major snack categories, China, 2015-25
            • Meal supplement categories benefit during COVID-19 outbreak
              • Figure 2: Retail sales value of major snack categories by segment, China, 2015-20
            • Companies and brands
              • Leading companies compete to take over children’s snack market
                • Better-for-you claims become more specific
                  • The consumer
                    • Consumers increase snacking frequency during the “new normal”
                      • Figure 3: Consumption frequency, November 2020
                    • Opportunities to target post-meal dessert occasions
                      • Figure 4: Consumption occasion, November 2020
                    • Short video platforms have become an influential channel
                      • Figure 5: Information channels, November 2020
                    • Consumers want healthy snacking without a compromise on lifestyle
                      • Figure 6: Attitudes towards snacks, November 2020
                    • Consumers prefer healthy upgrades over reducing negatives
                      • Figure 7: Interest in premium features, November 2020
                    • Trust in favourable taste of chips leads to interest in all ingredients
                      • Figure 8: Alternative ingredients in chips, November 2020
                    • What we think
                    • Issues and Insights

                      • Snacks as part of a meal solution have potential to grow
                        • The facts
                          • The implications
                            • Figure 9: Zenb vegetable snacks
                            • Figure 10: Boohee product examples, China 2020
                          • Grow traditionally indulgent snacks in lower tier cities
                            • The facts
                              • The implications
                                • Figure 11: Novel chip ingredient product examples, China, 2021
                                • Figure 12: Bao Bao Chan Le Shrimp Chips
                              • Utilize short-video platforms to educate consumers on healthy snacking
                                • The facts
                                  • The implications
                                    • Figure 13: Screenshot of popular snack review video
                                • The Market – What You Need to Know

                                  • Major snack categories forecasted to remain robust growth
                                    • Light meal replacements and indulgent categories see strong growth
                                      • Growing scope of snack categories lead to more specialization
                                      • Market Size and Forecast

                                        • Stable growth in snack spending
                                          • Figure 14: Retail sales of major snack categories, China, 2015-20
                                        • Increasing growth rate as snack plays more active role in daily diet
                                          • Figure 15: Best and worst case forecast for retail value of major snack categories, China, 2015-25
                                      • Market Factors

                                        • Permissible indulgence at home
                                          • Clarifying regulations on children’s snacks
                                              • Figure 16: New product launches features “Children (5-12)” claim, China, 2016-20
                                            • Higher priority of healthy eating in the long run leads to specialized needs
                                            • Market Segmentation

                                              • Meal supplement categories benefited from COVID-19 outbreak
                                                • Demand for small treats during stressful time drove ice cream sales
                                                  • Figure 17: Retail sales value and growth rate of major snack categories, by segment, China, 2015-20
                                              • Key Players – What You Need to Know

                                                • Targeting children with specialized products
                                                  • Emerging brands are targeting previously untapped sub-categories
                                                    • Start-ups are deep-diving on health claims of snacks
                                                    • Competitive Strategies

                                                      • Growing specialization for children’s snacks
                                                        • Figure 18: Product examples of children’s snacks, China 2020-21
                                                        • Figure 19: Bao Bao Chan Le product examples, China, 2021
                                                      • Co-authoring regulatory guidelines to establish authoritative image
                                                        • Bring healthiness without taste compromise
                                                          • Figure 20: CHOCDAY dark milk product infographic, China, 2021
                                                          • Figure 21: NOC ice cream product examples, China, 2020
                                                        • Reversing the flavour profile stereotypes
                                                          • Figure 22: Examples of sweet Lay’s flavours, China, 2020
                                                          • Figure 23: spicy Oreo advertisement, China, 2020
                                                          • Figure 24: Ffit8 beef flavoured fitness protein bar, China, 2020
                                                      • Who’s Innovating?

                                                        • Snack producers replace natural claims with more specific nutrient exclusions and inclusions
                                                          • Figure 25: Changing claim categories in new snack product launches, China, 2016-20
                                                          • Figure 26: Changing claims in new snack product launches, China, 2016-20
                                                        • Giving familiar formats a healthy makeover
                                                          • Figure 27: Shi Yan Shi Yi Pian Yu Ye (fish crisps) and Yu Rou Shu Pian (fish chips), China, 2020
                                                        • Sugar and chocolate confectionary go beyond simple indulgence
                                                          • Figure 28: Rising claims in new sugar and chocolate confectionary product launches, China, 2016-20
                                                        • Start-ups target occasion-based functional claims
                                                          • Figure 29: BUFFX product examples, China 2021
                                                          • Figure 30: Olly product examples, China, 2020
                                                        • Edible beauty comes in snackable formats
                                                          • Figure 31: Hyalur product examples
                                                          • Figure 32: Examples of products with beauty benefit claims, Japan and Korea 2020
                                                      • The Consumer – What You Need to Know

                                                        • Snacking frequency increased but category ranking remains largely consistent
                                                          • Opportunities to target post-meal dessert occasions
                                                            • Short video platforms have become important information channel for new products
                                                              • Consumers prefer healthy upgrades over reducing negatives
                                                                • High interest in chips made from different ingredients
                                                                • Consumption Frequency

                                                                  • Snacking frequency rose during the “next normal”
                                                                    • Ranking of popularity largely remains the same
                                                                      • Figure 33: Consumption frequency, November 2020
                                                                    • High household income consumers succumb to nutritious branding
                                                                      • Figure 34: Consumption frequency, by household income, November 2020
                                                                  • Consumption Occasion

                                                                    • Opportunities in targeting post-meal dessert occasion
                                                                      • Figure 35: Consumption occasion, November 2020
                                                                    • Improve the go-the-go experience
                                                                      • Figure 36: Glico Ice No Mi Rich Muscat Ice Cream Ball, Japan, 2020
                                                                    • Females more likely to associate snacks with meals
                                                                      • Figure 37: Consumption occasion – Select occasions, by gender, November 2020
                                                                      • Figure 38: GoMuc Grilled-Rolled Squid
                                                                    • Snacks for exercise occasions should reflect lifestyle choices
                                                                      • Figure 39: Food and drink purchase and consumption behaviour, by consumption occasions, November 2020
                                                                  • Information Channels

                                                                    • Short video platforms already rank third as information source
                                                                        • Figure 40: Information channels, November 2020
                                                                        • Figure 41: Screenshots from Douyin of snack reviews, China 2021
                                                                      • Females more likely to be swayed by those they trust
                                                                        • Figure 42: Selected information channels, by gender, November 2020
                                                                      • Highly educated consumers prefer channels which provide more details
                                                                        • Figure 43: Selected information channels, by education level, November 2020
                                                                    • Attitudes towards Snacks

                                                                      • Different views towards healthy snacking
                                                                        • Figure 44: Attitudes towards snacks, November 2020
                                                                      • Consumers are curious yet conservative
                                                                        • Convince older consumer to include snacks in daily routine
                                                                          • Figure 45: Attitudes towards snacks – Select statements, by age group, November 2020
                                                                      • Interest in Premium Features

                                                                        • Healthier upgrades have replaced focus on reducing additives
                                                                          • Figure 46: Interest in premium features, November 2020
                                                                        • Opportunity to upgrade packaging for mass market products
                                                                          • Figure 47: Interest in premium features – Select features, by household income, November 2020
                                                                        • Individual and assorted packaging help with portion control
                                                                          • Figure 48: Interest in premium features, by agreement with “I would rather eat fewer snacks that I like than to switch to a healthier snack that is not tasty”, November 2020
                                                                      • Alternative Ingredients in Chips

                                                                        • Chips is a beloved format for all ingredients
                                                                          • Figure 49: Alternative ingredients in chips, November 2020
                                                                          • Figure 50: New “chip”, “chips” and “crisps” product launches, by sub-category, China, 2016-20
                                                                        • Potential in lower tier city expansion
                                                                          • Figure 51: Alternative ingredients in chips – Select ingredients, by city tier, November 2020
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 52: Forecast for retail sales value of major snack categories, China, 2015-25
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

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