2022
0
China Packaged Bakery Foods Market Report 2022
2022-04-05T04:03:41+01:00
OX1100973
3695
150284
[{"name":"Baked Goods","url":"https:\/\/store.mintel.com\/industries\/food\/baked-goods"}]
Report
en_GB
"The packaged bakery foods category is expected to maintain steady growth in coming years. Driven by the continuous pursuit of healthiness, precision packaged bakery products targeting different demographic segments have…

China Packaged Bakery Foods Market Report 2022

£ 3,695 (Excl.Tax)

Description

“The packaged bakery foods category is expected to maintain steady growth in coming years. Driven by the continuous pursuit of healthiness, precision packaged bakery products targeting different demographic segments have the potential to grow, especially older generations, following the rise of the ‘silver economy’. In addition, as traditional pastries keep setting the fashion, brand building to communicate social responsibility would better resonate with consumers’ values and earn their affinity towards conventional market players.”

– Marta Zhang, Senior Research Analyst

This report will look at the following areas:

  • Overview of current packaged bakery foods market in China
  • Marketing activities and new product trends
  • Consumers’ consumption habits of packaged bakery foods
  • Consumers’ interest in fillings types and trade-up factors
  • Consumers’ attitude towards Chinese packaged pastries

Table of Contents

  1. Overview

    • What you need to know
    • Key Issues covered in this report
    • Covered in this report
    • Definitions:
  2. Executive Summary

    • The market
    • Stable market growth is expected
      • Figure 1: Forecast of market value of packaged bakery products, China, 2022
    • Companies and brands
    • Shrinking market share of leading packaged bakery brands
    • Competitive market for emerging brands
      • Figure 2: Leading companies’ value share of packaged bakery products, China, 2019-21
    • The consumer
    • Egg yolk puffs and toasts rank top in packaged bakery purchase
      • Figure 3: Consumption usage – Eastern style packaged bakery foods, China, 2022
      • Figure 4: Consumption usage – Western-style packaged bakery foods, China, 2022
    • Channel preference varies by different demographics
      • Figure 5: Purchase Channel, China, 2022
    • Breakfast is the major consumption occasion regardless of weekdays or holidays
      • Figure 6: Consumption occasion, China, 2022
    • Pork floss and egg yolk are the most preferred fillings
      • Figure 7: Filling preference, China, 2022
    • Added probiotics and dietary fibre are top demands
      • Figure 8: Premiumisation trigger, China, 2022
    • High willingness to try innovative products
      • Figure 9: Attitudes towards packaged Chinese pastries, selected attitudes, China, 2022
    • What we think
  3. Issues and Insights

    • Revamp Chinese pastries with novel “Guochao” elements
    • The facts
    • The implications
      • Figure 10: Xiang He Bo Bo Pu X Tsinghua University art museum gift box set, China, 2021
      • Figure 11: Mo Mo Dian Xin Ju X Hema with Chinese shadow puppet gift box, China, 2021
      • Figure 12: Mo Mo silent day, China, 2022
    • Embrace multiple functional benefits of probiotic-added baked goods
    • The facts
    • The implications
      • Figure 13: 7-Fresh X Yili Pro probiotics added bakery products, China, 2021
      • Figure 14: Examples of food and drinks highlighting other functional benefits of probiotics, Global, 2021
    • Specialised senior-oriented packaged bakery with fortified nutrition
    • The facts
    • The implications
      • Figure 15: Examples of products targeting elderly population, China, 2020-21
  4. Market Size and Forecast

    • Market value forecast keeps positive upward trend
      • Figure 16: Forecast of market value of packaged bakery products, China, 2022
      • Figure 17: Market value of bread/bread products and cakes/pastries/sweet goods, China, 2016-21
  5. Market Factors

    • Traditional packaged pastries have found success driving the ‘Guochao’ trend
    • Finding the best fitting products for different population segments
    • Rising food price index drives retail price increase of bakery products
  6. Market Share

    • Leading packaged bakery brands Dali and Toly face shrinking market value share
    • Launch of children’s snacks drives Bestore’s brand exposure
    • Orion raises retail price of its pie products in Chinese market
      • Figure 18: Leading companies’ value share of packaged bakery products, China, 2020-21
  7. Marketing Activities

    • Healthier product launches becoming mainstream
      • Figure 19: Examples of lighter version packaged bakery products, China, 2021
      • Figure 20: Keto toast from Hema, China, 2022
    • Collaborations between cross-cultural brands
      • Figure 21: Mooncake gift box by Milkground x Dao Xiang Cun, China, 2021
      • Figure 22: Gift box of packaged bread from Huang He Lou X Qeewoo, China, 2022
    • Rise of packaged products in Chinese pastries houses
      • Figure 23: Examples of packaged bakery products from Chinese pastries houses, China, 2021-2022
    • Convenience stores utilise co-branding for flavour innovation and ingredient upgrade
      • Figure 24: Examples of convenience store co-branded products, China, 2021
    • Sponsor sports events for market exposure
      • Figure 25: Pan Pan Foods’ sponsorship of 2022 Beijing Winter Olympics, 2022
  8. New Product Trends

    • Seed products boosted in new launches
      • Figure 26: Percentage of new launches with seed ingredients, by seed type, China, 2017-22
      • Figure 27: Examples of new product launches with seed ingredients, China, 2021
    • Regional flavours tapping into packaged bakery realm
      • Figure 28: Examples of packaged bakery foods with regional flavour fillings, China, 2022
    • Global insight: ethical and plant based are ramping up
    • Boost in environmental credentials
      • Figure 29: % of new launches of packaged bakery foods, by claim category, Global, 2017-22
      • Figure 30: Examples of packaged bakery foods with environmentally friendly claims, Global, 2022
    • Plant bases sprouting up in packaged bakery foods
      • Figure 31: Examples of plant-based packaged bakery foods, Global, 2021
  9. Consumption Usage

    • Egg yolk puffs lead packaged bakery purchase
      • Figure 32: Consumption usage – Eastern style packaged bakery foods, China, 2022
    • Preference of packaged toasts differs by gender and age
      • Figure 33: Consumption usage – Western style packaged bakery foods, China, 2022
      • Figure 34: Consumption usage, toast, by gender and age, China, 2022
    • Younger consumers are fans of Chinese-style pastries
      • Figure 35: Consumption usage, by age group, China, 2022
  10. Purchase Channel

    • Snacking specialty stores could tap into family occasions
      • Figure 36: Purchase Channel, China, 2022
      • Figure 37: Purchase channel, by family structure, China, 2022
    • Higher household income consumers are also frequent CVS visitors
      • Figure 38: Purchase channel, chain convenience stores, by monthly household income, China, 2022
      • Figure 39: Purchase occasion, selected occasions during workdays, by monthly household income, China, 2022
    • Young females are fans of brands’ official stores
      • Figure 40: Purchase channel, brands’ official websites/online stores, by gender and age, China, 2022
  11. Consumption Occasion

    • Packaged baked goods are favoured on breakfast occasions
      • Figure 41: Consumption occasion, China, 2022
    • Expand staple food opportunity for multi-generation family
      • Figure 42: Consumption occasion, by living situation, China, 2022
    • Provide afternoon tea indulgence for 50-59s on weekend occasions
      • Figure 43: Consumption occasion, during afternoon tea, by age, China, 2022
  12. Fillings Preference

    • Filling preferences vary across regions
      • Figure 44: Filling preference, China, 2022
      • Figure 45: Filling preference, by region, China, 2022
    • Late-night eaters embrace wider choice of fillings
      • Figure 46: Filling preference, by consumption occasion, China, 2022
    • Healthier fillings for multi-generation families
      • Figure 47: Filling preference, by living situation, China, 2022
    • Innovation opportunity for novel Eastern and Western fusion flavours
      • Figure 48: Filling preference, TURF analysis, China, 2022
      • Figure 49: Heytea × Seesaw “Steal the moon” Mooncake gift box, China, 2021
  13. Premiumisation Trigger

    • Highest willingness to pay more for baked goods with added probiotics
      • Figure 50: Premiumisation trigger, China, 2022
      • Figure 51: % of new launches of packaged bakery products with probiotic and prebiotic claims, China, 2017-2022
      • Figure 52: Premiumisation trigger, by living situation, China, 2022
    • Continuous demand in high fibre baked goods
      • Figure 53: % of new launches of packaged bakery products, by claim, China, 2019-2022
      • Figure 54: Helga’s ‘14-day gut health challenge’, Australia, 2021
    • Lighter versions of baked goods for female consumers
      • Figure 55: Premiumisation trigger, by gender, China, 2022
  14. Attitude towards Packaged Chinese Pastries

    • Leverage the influence of social media for innovative products
      • Figure 56: Attitudes towards packaged Chinese pastries, selected attitudes, China, 2022
      • Figure 57: Purchase channel, by attitude towards “I am interested in trendy packaged Chinese pastries popular on social media”, China, 2022
      • Figure 58: Example of brand marketing, China, 2022
    • Older generations do not show a strong preference for Chinese pastries
      • Figure 59: Attitude towards “I am willing to pay more for packaged Chinese pastries than packaged Western bakery products”, by age group, China, 2022
      • Figure 60: Attitude towards “Packaged Chinese pastries taste better than packaged Western bakery products”, by age group, China, 2022
    • Higher personal income earners show preference for gifting packaged Chinese pastries
      • Figure 61: Attitude toward “Packaged Chinese pastries products are more suitable for gifting than freshly-made ones”, by personal monthly income, China, 2022
  15. Food Persona

    • Who are they?
      • Figure 62: Food persona, 2022
      • Figure 63: Food persona, by gender and age, China, 2022
      • Figure 64: Food persona, by living situation, China, 2022
    • New trend explorers favour brands’ official online channels
      • Figure 65: Purchase channel – selected channels, by food persona, China, 2022
    • Critical shoppers are willing to trade up for natural yeast and whole-wheat products
      • Figure 66: Premiumisation triggers – selected items, by food persona, China, 2022
  16. Appendix – Market Size and Forecast

      • Figure 67: Total retail value sales and forecast of packaged bakery products, China, 2016-2026
  17. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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.

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