2022
0
China Festive Foods Market Report 2022
2022-02-22T03:13:24+00:00
OX1100945
3695
148145
[{"name":"Food","url":"https:\/\/store.mintel.com\/industries\/food"}]
Report
en_GB
“Due to COVID-19, traffic restrictions undermine family reunions and unveil booming me-time scenarios, resulting in increasing spending on Western festivals especially Christmas and Halloween featured with hedonic atmosphere and demand…

China Festive Foods Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Due to COVID-19, traffic restrictions undermine family reunions and unveil booming me-time scenarios, resulting in increasing spending on Western festivals especially Christmas and Halloween featured with hedonic atmosphere and demand on better-for-you traditional festivals foods. Meanwhile, other long holiday festivals, namely the Moon Festival has seen opportunities in growing consumer spending in food and drinks as a compensation to Spring Festival gathering limitation.”

– Rika Huang, Research Analyst

This report will look at the following areas:

  • The impact of COVID-19 on consumer behaviours in festival celebrations
  • Innovative product launches and marketing activities
  • Consumers’ gifting habits and gift selection preference
  • Consumers’ spending ranges for traditional and Western festivals
  • Promising festive food premiumisation directions

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
          • Excluded
          • Executive Summary

              • The market
                • The consumer
                  • Purchasing for Western festivals increased, for Spring Festival dropped
                    • Figure 1: Gifting habits, 2020-21
                  • Families and loved ones are strong triggers for gifting
                    • Figure 2: Gifting habits. by selected receivers, 2021
                  • Traditional festivals lead spending on self-consumption
                    • Figure 3: Budget for self-consumption. 2021
                  • Gift-giving during Spring Festival enjoys highest the budget
                    • Figure 4: Gifting budget, 2021
                  • Lighter traditional festive foods are in demand
                    • Figure 5: Premiumisation, 2021
                  • Recipients’ demand is the primary concern
                    • Figure 6: Gifting product preference, 2021
                  • Consumers trust time-honoured brands
                    • Figure 7: Attitude towards festive foods, 2021
                  • What we think
                  • Issues and Insights

                    • Eyeing on festival foods’ spending beyond Spring Festival
                      • The facts
                        • The implications
                            • Figure 8: Number of passengers travelling during Spring Festival and National Day Golden Week, China, 2019-21
                            • Figure 9: Dao Xiang Cun donkey-hide gelatine mooncake
                          • Christmas and Halloween are “my” carnival with self-gifting
                            • The facts
                              • The implications
                                  • Figure 10: T9 Premium Tea hot wine fruit tea, China, 2021
                                  • Figure 11: Paulaner Brauhaus Christmas market, Shanghai, 2021
                                • Festive foods: value redefined
                                  • The facts
                                    • The implications
                                        • Figure 12: Example of hairy crab mooncake from Wang Bao He, China, 2021
                                        • Figure 13: Example of Burberry eco-friendly packaging, 2019
                                    • Market Factors

                                      • Mandatory national standard restricts overpackaging
                                        • COVID surges hinder family reunion
                                          • Self-entertainment is the new theme for Spring Festival
                                          • Market Activity

                                            • Cooperate with traditional honoured brands to increase awareness of novel ingredients
                                              • Figure 14: Starfield ×Guang Zhou Jiu JIa Moon Festival gift box, China, 2021
                                            • Enhance regional characteristics
                                              • Figure 15: Chali Moon Festival gift box, China, 2021
                                            • Leverage popular on-premise drinks for festive NPD
                                              • Figure 16: Example of popular mulled wine recipe, China, 2021
                                              • Figure 17: T9 Premium Tea hot wine fruit tea, China, 2021
                                          • New Product Trend

                                            • Upcycled packaging creates unique experience
                                              • Figure 18: Chunyu Doctor Dragon Boat Festival gift box, China, 2021
                                              • Figure 19: Le Le Tea Dragon Boat Festival gift box, China, 2021
                                            • Small portion enhances better-for-you image
                                              • Figure 20: Chocday × Oatly Moon Festival gift box, China, 2021
                                            • Props embellish festive atmosphere
                                              • Figure 21: Genki Forest × Dao Xiang Cun Moon Festival gift box, China, 2021
                                              • Figure 22: Dim Sum Bureau of Momo Moon Festival gift box, China, 2021
                                          • Gifting Habits

                                            • Purchasing for Western festivals increased
                                              • Figure 23: Gifting habits, 2020-21
                                            • Families and loved ones are strong triggers for gifting
                                              • Figure 24: Gifting habits – By selected receivers, 2021
                                            • Gift-giving becomes more popular
                                              • Figure 25: Gifting habits– Bought for others , 2020-21
                                              • Figure 26: Gifting habits – Bought for myself , 2020-21
                                            • Young people seek out Christmas and Halloween for self-gratification
                                              • Figure 27: Number of students studying overseas and returning China, China, 2016-19
                                              • Figure 28: Gifting habits – Bought for myself,by selected festivals, by selected demographics, 2021
                                              • Figure 29: Marketing to modern women, definition of independence, 2021
                                          • Budget for Self-consumption

                                            • Consumers spend more on traditional festivals
                                                • Figure 30: Budget for self-consumption, 2021
                                              • Self-entertainment is promising during Spring Festival
                                                • Figure 31: Premiumisation by selected group in gifting budget, 2021
                                              • Enjoying festivals with cooking home town flavours
                                                • Figure 32: Hema × Zhang Shen Ji duck stewed with dried bamboo shoots, China, 2021
                                            • Gifting Budget

                                              • Spring festival dominates in gifting expense
                                                • Figure 33: Gifting budget, 2021
                                              • High-spending consumers of Valentine’s Day seek out decency and luxury
                                                • Figure 34: Gifting budget – Selected festivals, by selected attitudinal statements, 2021
                                                • Figure 35: Gifting budget – Selected festivals, by selected premiumisation factors, 2021
                                                • Figure 36: Example of diamond ring made of Crystal Pepsi, US, 2020
                                              • Healthcare gifts for partners on Valentine’s Day
                                                • Figure 37: Gifting budget – Valentine’s Day, by gifting products preference, by selected recipients – partner/spouse, 2021
                                                • Figure 38: Supplements from Hims & Hers Health Company, US, 2021
                                            • Premiumisation

                                              • Traditional festive foods with minus claims are in demand
                                                • Figure 39: Premiumisation, 2021
                                                • Figure 40: Share of new mooncakes products with runny (liquid/sloppy/watery) textures, China, 2016-21
                                                • Figure 41: Premiumisation – TURF Analysis, 2021
                                              • Small portion festive foods for permissible indulgence…
                                                • Figure 42: Premiumisation, by selected attitudinal statement, 2021
                                              • …and caters to sustainability considerations
                                                • Figure 43: Premiumisation, by selected statement, 2021
                                              • Upcycled packaging defines the new “premiumisation”
                                                  • Figure 44: Premiumisation – Upcycled packaging, by selected attitudinal statements, 2021
                                              • Gifting Product Preference

                                                • No panacea for festival gifting
                                                  • For elders: health management enjoys first priority
                                                    • For business partners: culture and decency are valued
                                                      • For kids and partners/spouse: nutrition and indulgence are both important
                                                        • Figure 45: Gifting product preference, 2021
                                                      • Chinese festive pastry: a decent and safe choice
                                                        • Figure 46: Gifting product preference, rank of products, by selected object, 2022
                                                        • Figure 47: Dao Xiang Cun donkey-hide gelatine mooncakes
                                                        • Figure 48: Example of mooncakes with whiskey flavours, China, 2021
                                                    • Attitudes towards Festive Foods

                                                      • Time-honoured heritage is more valued than classic flavours
                                                        • Figure 49: Attitude towards festive foods, 2021
                                                        • Figure 50: Heytea × Seesaw “Steal The Moon” mooncake gift box, China, 2021
                                                      • Luxury ingredients appeal to gift-giving consumers
                                                        • Figure 51: Attitude towards festive foods, by selected statements, 2021
                                                        • Figure 52: Attitude towards festive foods – CHAID
                                                    • Food Persona

                                                      • Who are they?
                                                        • Critical shoppers and new trend explorers demonstrate strong preference
                                                          • Figure 53: Food persona, 2021
                                                        • New Trend Explorers are prone to visual spectacle and fashionable lifestyle
                                                          • Figure 54: Gifting habits – Christmas, by selected gifting object, by food personas, 2021
                                                          • Figure 55: Premiumisation, by four food personas, 2021
                                                          • Figure 56: Premiumisation, repertoire groups, 2021
                                                        • Critical shoppers focus on products
                                                          • Figure 57: Attitude towards festive foods-selected statement, by four food personas, 2021
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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