2021
0
China Meat Snacks Market Report 2021
2021-05-01T04:16:57+01:00
OX1046217
3695
137503
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Report
en_GB
“Meat snacks enjoy higher growth potential in total snack category. Consumption is considerably driven by food craving. However, this factor is not sufficiently addressed in current new product launches which…

China Meat Snacks Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Meat snacks enjoy higher growth potential in total snack category. Consumption is considerably driven by food craving. However, this factor is not sufficiently addressed in current new product launches which mainly feature healthy claims. While the market is highly competitive, new entrants can consider focusing on very specific sub-segments to compete. In this sense, children’ meat snacks, characterised by greater importance of food safety and brand credibility, can be an area of opportunity to brands specialising in children’s nutrition.”
– Saskia Zhao, Senior Research Analyst

Covered in this Report

  • Meat snack market size and growth outlook
  • Growth catalysts in the meat snack segment
  • New product inspirations from overseas market
  • Meat snack consumption trend, purchasing channels and motivations

Table of Contents

  1. Overview

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

              • The market
                • Retail sales experienced a big increase in 2020
                  • Figure 1: Meat snack sales and growth vs total snack and in-home food, 2018-20
                  • Figure 2: Top five snack segments by value share in total snacks, 2018-20
                • Future growth expected to surpass snack category level
                  • Figure 3: Retail sales forecast of meat snacks, 2021-25
                • Growth is supported by various factors
                  • Companies and brands
                    • PepsiCo’s acquisition of local brand shows ambition of international brands in this market
                      • Figure 4: Leading players’ market share by sales value, 2018-20
                    • Major brands compete by leveraging pillars in marketing mix
                      • Private labels enter meat snacks
                        • Healthy and “green” packaging are top claims in new product development
                          • Figure 5: Top 10 claims in China market’s new product launch for meat snacks, 2017-2020
                        • Innovation trends suggest products will become more sophisticated
                          • The consumer
                            • Salty flavour preferred over sweet for snacking
                              • Figure 6: Snack preferences (any selected), February 2021
                            • Tier one cities drive consumption
                              • Figure 7: Meat snacks consumption, February 2021
                            • Snacking for craving not as meal replacements
                              • Figure 8: Reasons to eat meat snacks, January 2020 vs February 2021
                            • Quality of meat most discourages consumption
                              • Figure 9: Barriers of eating meat snacks, February 2021
                            • Buying from familiar channels
                              • Figure 10: Purchasing channels, February 2021
                            • Leading brands not responding to the key consumption drivers
                              • Figure 11: Brand perception – Correspondence analysis, February 2021
                            • What we think
                            • Issues and Insights

                              • Craving for good taste is not sufficiently addressed
                                • The facts
                                  • The implications
                                    • Scope for new brand entries: focusing on specific sub-segments
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Retail sales of meat snacks increased by 32.8% in 2020
                                            • Meat snacks’ growth outlook exceeds snack category level
                                              • Flavour preferences boost meat snack consumption
                                                • Food safety concerns urge
                                                • Market Size and Forecast

                                                  • Sales growth going stronger over 2018-2020
                                                    • Figure 12: Retail sales and growth of meat snacks, China, 2018-20
                                                    • Figure 13: Growth rate of meat snacks, total snacks and in-home food, 2018-20
                                                    • Figure 14: Share of major snack segments in total snack sales, 2018-20
                                                  • Growth will sustain in the future, outperforming food and drink average
                                                    • Figure 15: Retail sales forecast of meat snacks, 2021-25
                                                • Market Factors

                                                  • Chinese consumers prefer salty over sweet snacks
                                                    • Diversified purchasing channels make it more convenient to buy
                                                      • More at-home leisure time create occasions for snacking
                                                        • Food safety concern
                                                          • Figure 16: Top five most concerned issues in life, 2020 April and 2021 January
                                                      • Key Players – What You Need to Know

                                                        • Changing landscape: PepsiCo enters meat snacks via Be&Cheery
                                                          • Leading brands investing actively in distribution expansion, advertisement and new product development
                                                            • Retailers actively launch home brands
                                                              • Innovation highlights
                                                              • Market Share

                                                                • PepsiCo enters meat snack category via Be&Cheery
                                                                  • Figure 17: Leading players’ market share by sales value, 2018-20
                                                                • Private labels join
                                                                • Competitive Strategies

                                                                  • Internet-based brands no longer rely solely on e-commerce
                                                                    • Target specific demographic
                                                                      • Snacks developed to cater to children’s nutrition
                                                                        • Figure 18: Bestore’s products targeting children
                                                                      • Targeting fitness consumers: Keep differentiates by its “expert image”
                                                                        • Figure 19: Meat snacks targeting fitness consumers
                                                                      • Specialised brands focus on nutrition, while private labels highlight economy
                                                                        • Figure 20: Top 10 claims used in meat snacks new product launch, by brand types, January 2020-March 2021
                                                                      • Brand awareness building
                                                                        • Figure 21: Marketing communication of key players, 2021
                                                                    • Who’s Innovating?

                                                                      • Health and environmental-friendly in spotlight
                                                                        • Figure 22: Top 10 claims in China market’s new product launch for meat snacks, 2017-2020
                                                                      • Targeting fitness consumers in China makes high protein and low fat the fast-growing claims
                                                                        • Figure 23: Top 5 growing claims in China’s new product launch for meat snacks, 2018-2020
                                                                      • Innovation highlights
                                                                        • Serve snacks warm
                                                                          • Figure 24: Top 10 claims for meat snack new products in major overseas markets, 2020
                                                                          • Figure 25: Meat snack products in South Korea, 2020-21
                                                                        • Plant-based meat snacks
                                                                          • Figure 26: Plant-based duck meat snack launched by Zhou Hei Ya, October 2020
                                                                        • Flavour blends inspired by natural ingredients
                                                                          • Figure 27: Creative flavour blends for meat snacks, 2020-2021
                                                                      • The Consumer – What You Need to Know

                                                                        • Salty flavour preferred over sweet
                                                                          • Consumption driven by tier one cities
                                                                            • Food craving motivates consumption
                                                                              • Meat quality concern is the main barrier
                                                                                • Consumers buy from familiar channels
                                                                                  • Major brands are yet to improve association with being “delicious”
                                                                                  • Snack Preferences

                                                                                    • Overall, consumers prefer salty flavours over sweet
                                                                                      • Figure 28: Snack preferences – Any selected, February 2021
                                                                                    • Meat snacks are preferred under different occasions in a day
                                                                                      • Figure 30: Top three snack preferences by occasions, February 2021
                                                                                      • Figure 29: Prefer cooked food – any selected, by age, February 2021
                                                                                  • Consumption Trend

                                                                                    • Consumption pattern remains the same as before COVID-19
                                                                                      • Figure 30: Meat snacks consumption, February 2021
                                                                                      • Figure 31: Meat snack consumption – % of eat more, January 2020 vs February 2021
                                                                                    • Meat snack consumption is not replacing meat consumption through main meals
                                                                                      • Figure 32: Eat more beef jerky snacks, by red meat consumption frequency at main meals, February 2021
                                                                                      • Figure 33: Eat more chicken feet and seafood snacks, by poultry and seafood consumption frequency at main meals, February 2021
                                                                                    • Eating meat snacks mainly driven by tier one cities
                                                                                      • Figure 34: Meat snack consumption – % of eat more, by city tier, January 2020 vs February 2021
                                                                                    • More consumption of chicken feet and duck neck among males
                                                                                      • Figure 35: Chicken feet – % of eat more, by age and gender, January 2020 vs February 2021
                                                                                      • Figure 36: Marinated duck neck – % of eat more, by age and gender, January 2020 vs February 2021
                                                                                  • Reasons to Consume

                                                                                    • Consumption led by indulgence, especially among Gen-Zers
                                                                                      • Figure 37: Reasons to eat meat snacks, January 2020 vs February 2021
                                                                                      • Figure 38: Reasons for consumption – Food craving, by age, 2020 vs 2021
                                                                                    • Mid-to-high income consumers more appealed by health benefits
                                                                                      • Figure 39: Reasons to consume – health-related factors, by monthly household income, February 2021
                                                                                  • Barriers to Consume

                                                                                    • Food quality concern discourages consumption
                                                                                      • Figure 40: Barriers to eating meat snacks, February 2021
                                                                                      • Figure 41: Food quality concern, by demographic, February 2021
                                                                                      • Figure 42: Food quality concern, by those who have eaten less or not eaten selected meat snacks, February 2021
                                                                                    • Consumers, in general, tolerate different types of meat and taste
                                                                                      • Figure 43: Barrier to consume – Taste and meat type, by respondents who have eaten less or not eaten meat snacks, February 2021
                                                                                    • Young people are pickier about meat snacks
                                                                                      • Figure 44: Selected barriers to consume, by age, February 2021
                                                                                  • Purchasing Channels

                                                                                    • Buying from familiar channels for quality reassurance
                                                                                      • Figure 45: Purchasing channels, February 2021
                                                                                    • Internet-savvy young people use traditional offline channels as well
                                                                                      • Figure 46: Young people’s purchasing channel, February 2021
                                                                                    • Young people want convenience in addition to familiarity
                                                                                      • Figure 47: Usage of food delivery apps and convenience stores, by age, February 2021
                                                                                  • Brand Association

                                                                                    • “Delicious” –a key driver of snack consumption – is yet to be addressed by leading brands
                                                                                      • Figure 48: Brand perception – Correspondence analysis, February 2021
                                                                                    • Bestore and LYFEN are competitive targeting young consumers
                                                                                      • Figure 49: Brand perception among consumers aged 18-24, February 2021
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 50: Meat snack consumption forecast, 2021-25
                                                                                  • Appendix – Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Abbreviations

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