2024
0
China Packaged Bakery Foods Market Report 2024
2024-05-24T11:02:22+01:00
REPECF9AED1_9B55_4A2C_B20D_C4C16CDFCC3D
3695
173217
[{"name":"Food","url":"https:\/\/store.mintel.com\/industries\/food"},{"name":"Baked Goods","url":"https:\/\/store.mintel.com\/industries\/food\/baked-goods"}]
Report
en_GB
This report looks at the following areas: This Report looks at the following areas: Market growth and the competitive landscape in packaged bakery foods Marketing activities and new product trends…

China Packaged Bakery Foods Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

Key Issues Covered in this Report:

  • Market growth and the competitive landscape in packaged bakery foods
  • Marketing activities and new product trends in packaged bakery foods
  • Consumer preferences for different types of packaged bakery foods
  • Consumer perceptions of different packaged bakery food brands
  • Factors and product features that influence purchase decisions
  • Consumer attitudes towards packaged bakery foods
  • The market potential of packaged bakery foods in responding to the trend for intentional spending, demand for main meals and the wellness movement

‘Value for money’ has become a keyword in consumption. An increasingly diverse array of competitors and cross-category inspiration are revitalising the market.

Cara Liu, Senior Analyst, China Insights

Market Definitions

This Report examines Chinese consumers’ consumption habits and interest in product features of packaged bakery foods in order to act as a reference point for future product innovation.

The market size comprises value sales across various retail channels, including direct sales, and covers bread and cakes/pastries sold individually or in multipacks:

  • Sweet breads – including barcoded products such as puff bread, pocket bread, sliced toast, mini French bread and croissants;
  • Savoury breads – including barcoded products such as pork floss breads and hot dog breads;
  • Western pastries – including barcoded products such as pies, doughnuts and cupcakes;
  • Chinese pastries – including barcoded products such as mooncakes, zongzi, shortbread and sachima.

The following categories are excluded from the scope of this Report:

  • Unpackaged bakery products;
  • Sweet and savoury biscuits;
  • Baking ingredients;
  • Staple foods made from wheat flour or rice – including steamed buns and tangyuan.

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
    • The market
    • Value growth slows but the market outlook is positive
    • Market factors
    • Companies and brands
    • Retailers make strong inroads into the market as pressure piles up on leading bakery companies and snack brands
    • Marketing activities
    • New product trends: flavours
    • Graph 1: select flavour component subgroups in new packaged bakery foods, 2023
    • New product trends: health claims
    • Graph 2: average nutritional content in launches of packaged bakery foods, 2019-23
    • Examples of products that reflect these trends
    • The consumer
    • There are significant gender and generational gaps in consumption, which is increasingly concentrated in bread products
    • Graph 3: consumption trends for different packaged bakery foods – increased/unchanged/reduced/no consumption
    • Big-name brands maintain their position but younger consumers are buying more from lesser-known brands
    • Graph 4: packaged bakery food brands that consumers have purchased from, 2023
    • Bakery food consumption is spreading throughout the day, creating new opportunities in the night-time economy
    • Graph 5: consumption times of packaged bakery foods, 2023
    • Freshness and quality of ingredients are most important but brand reputation is no longer pivotal
    • Graph 6: purchasing factors for packaged bakery foods, 2023
    • Fruits/dried fruits and dairy products are the most popular fillings
    • Fruits/dried fruits and dairy products take the lead; there is untapped potential in spiced fillings
    • Graph 7: filling preferences for packaged bakery foods, 2023
    • The key to attracting consumers lies in healthy formulations and enhanced flavours
    • Graph 8: interest in features of packaged bakery foods, 2023
    • Understand the health concerns of consumer segments, amplify emotional value and break away from traditional flavours
    • Graph 9: attitudes towards packaged bakery foods, 2023
    • Issues and insights
    • What we think
  2. The market

    • Market size and forecast
    • Sales growth slowed down in 2023 but is expected to bounce back
    • Bread sees slightly stronger growth, but cakes/pastries dominate
    • Graph 10: retail sales in the packaged bread market, 2018-2023
    • Graph 11: retail sales in the packaged cakes/pastries market, 2018-23
    • Market factors
    • Freshly made products are favoured as demand for packaged bakery foods declines
    • Graph 12: growth rate of retail sales in the bakery market, packaged bakery foods vs bakery houses, 2018-23
    • Graph 13: total retail sales of consumer goods – revenue of catering services, 2018-2023
    • Frozen bakery foods will fuel both B2B and retail sales
    • Graph 14: storage methods for new packaged bakery foods, 2019-23
    • Graph 15: cooking and baking frequency – Western-style baking* at home, 2022 vs 2023
    • Private brands are emerging as a challenge to traditional bakery businesses
    • Graph 16: launches of private label packaged bakery foods, 2019-23
    • Graph 17: select channels for purchasing bakery products (consumers aged 18-49), 2021 vs 2023
  3. Companies and brands

    • Market share
    • Retailers make strong inroads into the market as pressure piles up on leading bakery companies and snack brands
    • Leading domestic companies are hit by poor performance while Bimbo accelerates its growth in the Chinese market
    • Efficient supply chains are behind retailers’ impressive results in the bakery market
    • Packaged bakery sales through offline foodservice channels are revitalising, while snack brands are cutting prices to drive performance
    • Marketing activities
    • Build brand image with quality goods at affordable prices and tap into concerns over value for money
    • Incorporate traditional ideas about wellbeing into bakery foods by leveraging Chinese cultural elements
    • Tap into the pet economy and offer humanised designs to meet emotional needs
    • New product trends
    • Innovation is driving market expansion; bread products lead the field
    • Graph 18: sub-categories of packaged bakery food launches, 2019-23
    • Bread: dairy dominates and novel flavours flourish
    • Graph 19: flavour components in flavoured bread and bread product* launches, 2019-23
    • Definition of the prevalence and growth momentum of flavours in this Report
    • Flavours to watch in new bread products
    • Cakes/pastries: the classic egg yolk flavour tops the list while coconut and taro are trending
    • Graph 20: flavour components in launches of flavoured cakes, pastries & sweet goods*, 2019-23
    • Flavours to watch in new cake/pastry products
    • Increase the variety of tuber crops, meat and chocolate flavours to meet consumer needs
    • Graph 21: flavours of packaged bakery foods, new product launches vs consumers’ filling preferences, 2023
    • Domestic and international innovations in tuber crop, meat and chocolate flavours
    • Innovate with flavours in limited products
    • Graph 22: select positioning claims in packaged bakery food launches, 2019-23
    • Examples of new limited products
    • Zero trans fats claims are key as ‘lite’ products come to the fore
    • Graph 23: average nutritional content in launches of packaged bakery foods, 2019-23
    • The use of trehalose has surged while low-sugar claims are yet to increase
    • Graph 24: top five sugars and sweeteners in launches of packaged bakery foods, 2019-23
    • Niche hypoallergenic claims can reach new audiences
    • Graph 25: select ‘suitable for’ claims in launches of packaged bakery foods, 2019-23
  4. The consumer

    • Consumption trends
    • Increasing consumption is concentrated in bread products…
    • Graph 26: consumption trends for different packaged bakery foods – increased/unchanged/reduced/no consumption
    • …but the number of people increasing their bread consumption is in decline
    • Graph 27: consumption trends in packaged bakery foods – eaten more (consumers aged 18-49), 2021 vs 2023
    • There are significant gender and generational gaps in consumption trends of packaged bakery foods
    • Graph 28: consumption trends in packaged bakery foods – average number of product types with increased/unchanged/reduced/no consumption, by gender and age, 2023
    • Pet owners and multigenerational families are loyal consumers of packaged bakery foods
    • Graph 29: consumption trends in packaged bakery foods – average number of product types with increased/unchanged/reduced/no consumption, by living situation, 2023
    • Brands purchased
    • Well-known brands are broadly maintaining their position
    • Graph 30: packaged bakery food brands that consumers have purchased from, 2023
    • Graph 31: packaged bakery food brands that consumers have purchased from (consumers aged 18-49), 2020 vs 2023
    • Adapt product development and marketing strategies for different consumer groups
    • Distinctive product features help brands with lower penetration rates break through
    • Younger people are buying more from lesser known brands; demand for proper meals drives diversified brand choices
    • Graph 32: average number of brands that consumers have purchased from, by gender, age and consumer attitudes, 2023
    • As the range of brands purchased from grows, so does the likelihood of increased consumption
    • Graph 33: consumption trends in packaged bakery foods – average number of product types has increased/unchanged/reduced/none consumed, by number of brands purchased from, 2023
    • Consumption time
    • The consumption of bakery foods is increasing throughout the day
    • Breakfast and afternoon tea are the most popular times for eating baked goods, while consumption is increasingly spread throughout the day
    • Graph 34: consumption times of packaged bakery foods – any consumed product, 2023
    • Graph 35: consumption times of packaged bakery foods (consumers aged 18-49), 2020 vs 2023
    • Toast is a core breakfast food, while pastries go well with afternoon tea
    • Graph 36: consumption times of packaged bakery foods, 2023
    • Breakfast sees the greatest increase in consumption of packaged bakery foods
    • Graph 37: percentage difference in consumption times of packaged bakery foods, by consumption trend, eaten more vs eaten less, 2023
    • Growth opportunities lie in new products for lunch and dinner
    • Graph 38: consumption times of packaged bakery foods – any product eaten, by consumer attitudes, 2023
    • Tap into the differentiated development potential of the night-time economy
    • Graph 39: consumption times of select packaged bakery foods – any product eaten, by gender and age, 2023
    • Provide men and consumers aged 18-24 and 30-39 with specific products to have at night
    • Graph 40: packaged bakery foods eaten at dinner, by gender and age, 2023
    • Graph 41: packaged bakery foods eaten as a midnight snack, by gender and age, 2023
    • Purchasing factors
    • Buying the best, not the most expensive
    • Graph 42: purchasing factors for packaged bakery foods, 2023
    • Graph 43: purchasing factors for packaged bakery foods (consumers aged 18-49), 2021 vs 2023
    • ‘Not being fresh’ hinders sales of packaged bakery foods, while quality ingredients are an incentive to purchase
    • Graph 44: purchasing factors for packaged bakery foods, by number of brands purchased from, 2023
    • Production dates and ingredients affect consumption of different products
    • Graph 45: purchasing factors for packaged bakery foods – production date, by products that consumers are eating less of, 2023
    • Graph 46: purchasing factors for packaged bakery foods – raw materials, by products that consumers are eating more of, 2023
    • Filling preferences
    • Almost half of consumers show a preference for fruits/dried fruits and the top five filling combinations meet over 90% of consumption demand
    • Graph 47: filling preferences for packaged bakery foods, 2023
    • Tap into lunch and dinner markets with lower ranking fillings
    • Graph 48: preferences for fillings of packaged bakery foods, by consumption time, 2023
    • Fill market gaps and explore new opportunities for savoury fillings
    • Graph 49: filling preferences for packaged bakery foods, by products consumers have eaten more of, 2023
    • Interest in product features
    • Healthy formulations are key
    • Graph 50: interest in features of packaged bakery foods, 2023
    • Special baking techniques appeal to those eating packaged bakery foods at mealtimes and heavy consumers
    • Graph 51: interest in features of packaged bakery foods, by consumer attitudes, 2023
    • Leverage nut fillings to demonstrate the benefits of dietary fibre and probiotics
    • Graph 52: interest in features of packaged bakery foods, by filling preferences, 2023
    • Showcase seasonal flavours with seasonal fillings
    • Graph 53: purchases of food and drinks with seasonal flavours, by spring/summer and autumn/winter, 2022-23
    • Attitudes towards packaged bakery foods
    • Younger women are concerned with sugar and fat content, older women focus on additive-free freshness
    • Graph 54: select attitudes towards packaged bakery foods, 2023
    • Consumers want to see more gluten free bakery foods
    • Analyse gluten free needs and target specific health functions
    • Graph 55: select attitudes towards packaged bakery foods, 2023
    • Deliver emotional value by positioning products as comfort foods and a form of social currency
    • Graph 56: select attitudes towards packaged bakery foods, 2023
    • Expand new flavours beyond simple substitutes for freshly made versions
    • Graph 57: select attitudes towards packaged bakery foods, 2023
    • Graph 58: consumption trends in packaged bakery foods – average product types purchased, by consumer attitudes, 2023
  5. Issues and insights

    • No to overpriced bread! ‘Quality goods at affordable prices’ are still in vogue
    • The shift towards intentional consumption is accelerating
    • As consumers tighten their budgets, baked goods consumption sees a knock-on effect
    • Graph 59: “I stick to a set budget for groceries all of the time/most of the time”*, by gender, age and living situation, 2023 vs 2024
    • Respond to price-sensitive consumers: ‘broke’ consumers want value for money
    • Douyin ecommerce is seeing rapid growth, as white-label goods take the market by storm
    • Revitalise brand equity and stand out in the battle over value for money
    • Salty flavours hit the spot as consumers make new choices at mealtimes
    • Savoury baked foods are the most popular choice for lunch and dinner
    • Develop more savoury baked meals for the mainstream market
    • Graph 60: consumption occasions for savoury baked foods – lunch/dinner, by age and living situation, 2023
    • Savoury baked foods can make for a delicious and convenient main meal
    • Switch from sweet to savoury and make products easier to store to enhance the appeal of packaged baked goods as proper meals
    • Potential lies in healthy baked goods combining Chinese healthcare and Western baking
    • Nearly half of consumers are concerned with traditional Chinese healthcare
    • Nearly half of consumers focus on Chinese healthcare, especially women aged 30 or above
    • Graph 61: interest in new developments related to traditional Chinese healthcare, by gender and age, and by living situation, 2023
    • Provide new baked food experiences by using MFH ingredients
    • Packaged baked foods should tap into the new wellbeing trend
    • Graph 62: perceptions of medicine food homology, 2020
    • Graph 63: proportion of packaged bakery food launches using MFH ingredients*, 2019-23
    • Red bean is still centre-stage in Chinese healthcare-inspired baking, while goji berry and red dates are rising stars
    • Graph 64: top 10 MFH ingredients in packaged bakery food launches, 2019-23
    • Examples of packaged bakery foods that use MFH ingredients
  6. Appendix – market size and forecast, research methodology and abbreviations

    • Market size and forecast
    • 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.

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