2021
0
China Eating in Lower Tier Cities Market Report 2021
2021-12-08T03:02:11+00:00
OX1048003
3695
146097
[{"name":"Foodservice","url":"https:\/\/store.mintel.com\/industries\/foodservice"}]
Report
en_GB
“Flexible dieting has become increasingly popular among premium consumers in lower tier cities. Besides the body shape management, they also started to pay more attention to diversified emotional values brought…

China Eating in Lower Tier Cities Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Flexible dieting has become increasingly popular among premium consumers in lower tier cities. Besides the body shape management, they also started to pay more attention to diversified emotional values brought by food and drink consumption. Particularly in lower tier cities where the regimen concept is highly penetrated, products with different medicinal food benefits as well as customisable and convenient healthy diet solutions have been gaining more attention. What’s more, thanks to elements related to regional cultures, production innovation and brand responsibilities, lower tier city consumers are having higher expectations for food and drink companies. Beyond catering to consumers’ demands for food products, it is more important for brands to be aware of consumers’ emotional needs for enjoying more experiences and broadening their horizons.”
– Gloria Gan, Research Analyst

Key issues covered in this Report

  • Snack consumption trends: transforming from ‘pure indulgence’ to ‘multifunctional’
  • Drink consumption trends: from paying attention to nutritional value to emotional value
  • Daily eating habits: the rising of flexible dieting and the penetration of personalised regimen concepts
  • Food with regional features: incorporating regional and diversified features in marketing and opportunities for cross-category innovations
  • Trendy food, drinks and foodservices: switching from following trends of trying new products to looking for entertaining experiences and supporting social responsibilities

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Objective and methodology
          • Quantitative research methodology
            • Figure 1: The sample structure for each city is as follows:
          • Qualitative research methodology
            • Figure 2: Interviewed cities in the qualitative research
            • Figure 3: Profiles of respondents to the qualitative research
        • Executive Summary

            • Snack consumption trends: functional transformation of snacks
              • Figure 4: Interview extracts regarding snack consumption, 2021
              • Figure 5: The importance of snacks features, by age, 2020
            • Drink consumption trends: the show of emotional value
              • Figure 6: Interview extracts regarding drink consumption, 2021
              • Figure 7: Interview extracts regarding preferences for drinks, 2021
              • Figure 8: Purchase triggers for blurred beverage, by age, 2020
            • Daily eating habits: the penetration of personalised regimen concepts
              • Figure 9: Interview extracts regarding daily meals, 2021
              • Figure 10: Interview extracts regarding demands for regimen-related products, 2021
              • Figure 11: Attitudes towards cooking or baking, by age, 2020
            • Food with regional features: spreading local cultures
              • Figure 12: Interview extracts regarding consumption of food with regional features, 2021
              • Figure 13: Information channels for regional cuisines, by age, 2020
            • Trendy food, drinks and foodservices: demands for hot topics
              • Figure 14: Interview extracts regarding information channels of trendy food, drink and foodservices (positive feedback), 2021
              • Figure 15: Interview extracts regarding issues with information channels of trendy food, drink and foodservices (negative feedback), 2021
              • Figure 16: Motivations to try trendy snacks or drinks, by age, 2021
            • What we think
            • Introduction to Lower Tier Cities in China

                • Fast rebounded consumption confidence and accelerated consumer affordability
                  • Figure 17: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
                  • Figure 18: Interviewed experts’ words about consumption confidence and power, 2021
                • Consumers emphasise value for money, and promotions have significant influence
                  • Figure 19: Consumer Price Index, 2021
                  • Figure 20: Attitudes towards price changes, by city tier, 2021
                  • Figure 21: Interviewed experts’ words about spending habits, 2021
                • Domestic brands are highly accepted, and emerging brands have great potential in the market
                  • Figure 22: Impression comparison between premium domestic brands and foreign brands, by city tier, 2020
                  • Figure 23: Interviewed experts’ words about brand choices, 2021
                • Video livestreaming commerce is switching towards ‘unity of efficiency and effectiveness’
                  • Figure 24: Attitudes towards livestreaming shopping – strongly agree/agree, by city tier, 2020
                  • Figure 25: Interviewed experts’ words about livestreaming commerce, 2021
              • Snack Consumption Trends: Functional Transformation of Snacks

                • ‘Looking for changes’ became a new motivation of snack consumption
                  • Figure 26: Interview extracts regarding snack consumption, 2021
                • Emotional values of crunchy, soft and hard textures are prioritised
                  • Figure 27: Interview extracts regarding snacks and emotions, 2021
                • Simplified clean labels have the potential to attract older consumers in lower tier cities who pay attention to ingredients
                  • Figure 28: The importance of snacks features, by age, 2020
                • Shopping offline is easier for 30s to receive information about new snack products
                  • Figure 29: Information channels for snacks, by age, 2020
                • Enhance brand awareness with DIY texture experiences and innovative fine mini packages
                  • Figure 30: Recipes on Oreo’s official website and Oreo Crispy Pinwheels
                  • Figure 31: Selected food and drink products display in stores, Qiqihar, Heilongjiang, 2021
                  • Figure 32: TNO water drop powdered instant tea
              • Drink Consumption Trends: The Show of Emotional Value

                • Light taste of tea drinks became a mainstream preference
                  • Figure 33: Interview extracts regarding drink consumption, 2021
                • Willingness to try new products supports elegant packages with cultural elements; personalised flavour innovation has potential
                  • Figure 34: Interview extracts regarding preferences for drinks, 2021
                  • Figure 35: Ugly Water’ displayed in a supermarket in Liaocheng, Shandong; Fen Shou drink products displayed in a vending machine in Ji’an, Jiangxi, 2021
                  • Figure 36: Interview extracts regarding drink product purchases, 2021
                • Older consumers pay more attention to functions; young generation values experiences brought by drink textures
                  • Figure 37: Purchase triggers for blurred beverage, by age, 2020
                • Young consumers are more likely to be trigged by ‘exclusive signature drinks’
                  • Figure 38: Brand selection factors for tea houses, by age, 2021
                • Mixed packages for personalised way to drink; tap into drinks’ ‘healing function’ for different emotions with wellbeing concepts
                  • Figure 39: Summer limited co-branding gift set from Suntory and Chali, 2021
                  • Figure 40: CheckCheckCin rice water products and the concept of different rice water products helping improve emotions
              • Daily Eating Habits: The Penetration of Personalised Regimen Concepts

                • Cultivate a flexible dieting habit incorporated with the weight management dieting concept
                  • Figure 41: Interview extracts regarding daily meals, 2021
                • ‘Quick regimen’ is a strong demand for improving life quality
                  • Figure 42: Interview extracts regarding regimen eating, 2021
                  • Figure 43: Interview extracts regarding demands for regimen-related products, 2021
                  • Figure 44: Extended products of donkey-hide gelatine, Liaocheng, Shandong, 2021
                • Young consumers are interested in exquisite while easy to cook healthy dishes
                  • Figure 45: Interests in learning to cook dishes, by age, 2020
                • Cooking/baking is becoming entertainment or a hobby to young consumers
                  • Figure 46: Attitudes towards cooking or baking, by age, 2020
                • Provide a customised short-cut of healthy eating with long-term plans for consumers
                  • Figure 47: Nestlé/nesQino fruit and vegetable sachets with a smart Q-cup machine, 2020
                  • Figure 48: Xingfu Mandian candy series
              • Food with Regional Features: Spreading Local Cultures

                • Travelling across regions and promoting regional cuisines with videos are becoming more common
                  • Figure 49: Interview extracts regarding consumption of food with regional features, 2021
                • Both opportunities and barriers exist in cross-category collaborations
                  • Figure 50: Interview extracts regarding cross category innovative food and drink products (positive feedback), 2021
                  • Figure 51: Interview extracts regarding issues with cross category innovative food and drink products (negative feedback), 2021
                • Nearly half of 30s are willing to accept recommendation messages about food passively
                  • Figure 52: Information channels for regional cuisines, by age, 2020
                • Umami and nourishing flavours are highly favoured by 30s
                  • Figure 53: Interests in regional self-heating hotpots, by age, 2020
                • Incorporate diversified regional feature elements in marketing to resonate with consumers
                  • Figure 54: Nongfu Spring Changbai Shan Natural Snowberg Mountain Mineral Water, 2021
                  • Figure 55: Ice Peak Drink Shaanxi dialect memento can, 2021
              • Trendy Food, Drinks and Foodservices: Demands for Hot Topics

                • Online content supported by ‘endorsements’ attracts consumers to follow and try
                  • Figure 56: Interview extracts regarding information channels of trendy food, drink and foodservices (positive feedback), 2021
                  • Figure 57: Interview extracts regarding issues with information channels of trendy food, drink and foodservices (negative feedback), 2021
                • Building WOM and creating atmosphere can satisfy consumers’ trend following demand, yet are also likely to be considered gimmicks
                  • Figure 58: Interview extracts regarding trendy food, drinks and foodservices (positive feedback), 2021
                  • Figure 59: Interview extracts regarding issues with trendy food, drinks and foodservices (negative feedback), 2021
                • Recommendation messages for trendy products with charities involved can help attract young consumers
                  • Figure 60: Motivations to try trendy snacks or drinks, by age, 2021
                • Young consumers need novel and presentable trendy breakfast foods on day-off
                  • Figure 61: Breakfast needs on days-off, by age, 2021
                • New strategy combines immersive game-like experiences with the cross-category concept
                  • Figure 62: Taobao Maker Festival, 2021
                  • Figure 63: Escape rooms and immersive script role-play murder-game-experience stores, Qiqihar, Heilongjiang, 2021
                  • Figure 64: Chicecream and Wu Fang Zhai co-brand Zongzi Ice cream
              • Appendix

                • Abbreviations
                  • Interviewees’ photos

                  About the report

                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                  Market

                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                  Consumer

                  Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                  Brand/Company

                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                  Data

                  Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                  *databooks not available with UK B2B Industry reports.

                  Below is a sample report, understand what you are buying.

                  Click to show report
                  2024 Sample Consumer Cover

                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                  Trusted by companies. Big and small.

                  Want to speak to us directly?

                  Contact us with your enquiry and our expert global team can help.

                  Get in touch