2023
0
China Purchasing Food and Drink for Children Market Report 2023
2023-04-21T04:01:46+01:00
OX1155765
3695
162619
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Report
en_GB
“The Dietary Guidelines for Chinese School-aged children and the drop in the birth rate set both opportunity and challenge for this market. Currently, brands should adapt accordingly and quickly, and…

China Purchasing Food and Drink for Children Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“The Dietary Guidelines for Chinese School-aged children and the drop in the birth rate set both opportunity and challenge for this market. Currently, brands should adapt accordingly and quickly, and echo parents’ expectations in functional and free-from claims. In the future, brands should rethink the target group as the family structure may change as well as exploring business category-wise and occasion-wise by satisfying both parents’ and children’s needs.”

–   Pepper Peng, Senior Research Analyst

This report discusses the following key topics:

  • Market factors influencing the children’s food and drink market.
  • New product trends and comparison between global market and China market.
  • What food do children eat on a daily basis and between meals?
  • How do parents prepare food for their children?
  • What parents are most concerned with regarding wellbeing issues and what free-from claims do they look for?

Table of Contents

  1. Overview

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

              • Market and Competition
                • The consumer
                  • Boost consumption of potatoes with more product varieties
                    • Figure 1: Must-eat foods every day, 2022
                  • Ready-to-cook foods can compete by targeting affluent consumers
                    • Figure 2: How to prepare food for child(ren), 2022
                  • Eye health should be a focal area in functionality development
                    • Figure 3: Wellbeing concerns, 2022
                  • Bed time is where dairy products can differentiate
                    • Figure 4: What to eat between meals, 2022
                  • “No artificial sweeteners” stand out in sugar-related communication
                    • Figure 5: Free-from claims, 2022
                  • Clearer age and allergen information are needed to address parents’ concerns
                    • Figure 6: Behaviours of preparing food and drink for children – Selected behaviours, 2022
                  • What we think
                  • Issues and Insights

                    • Now: Riding the wave of functionality smartly
                        • Figure 7: Live Friendly Bacteria + Mental Focus Support from Boots Good Gut, UK, 2020
                        • Figure 8: Examples of baby foods with botanical ingredients, Global, 2020
                        • Figure 9: Concentration Booster Herbal Soup for Kids, Indonesia, 2021
                      • Next: Customising ready meals and menu for children
                        • Figure 10: Star chef steak for children from XiaoNiuKaiXI, China, 2022
                        • Figure 11: Children’s pasta from Yummy Kids, China, 2023
                      • Future: Guide children to healthy eating with food education
                        • Figure 12: Eat just right, McDonald’s China
                        • Figure 13: Food education class of WoXiaoYa on Douyin, China
                        • Figure 14: Creative posters with 24 solar terms and snacks, Bestore, China, 2022
                    • Market Factors

                      • The Dietary Guidelines 2022 give nutrient intake recommendations for children
                        • Figure 15: Balanced diet pagoda for Chinese pre-schoolers, 2022
                        • Figure 16: Balanced diet pagoda for school children aged 6-10, 2022
                        • Figure 17: Chinese Children Food Guide Abacus with zero-claims system, 2022
                      • The number of newborns continues to decline
                      • Marketing Activities

                        • Bestore keeps helping build more standards
                          • Figure 18: The first offline store of children’s snacks from Xiaoshixian X Bestore, China
                        • Xibei bets more on children’s menu
                          • Figure 19: Example of Xibei’s children meal, China
                          • Figure 20: Xibei’s ready meals for children from endorsed by Chinese Nutrition Society, China
                        • More food brands tap into children’s market
                          • Figure 21: WonderLab Children’s probiotic magic box, China, 2022
                          • Figure 22: Children shrimp cake from LuYouXian, China, 2023
                      • New Product Trends

                        • Innovation overview by sub-category
                          • Figure 23: Top 10 food and drink sub-categories* of new launches for children**, global, 2018-22
                          • Figure 24: Top 10 fastest growing food and drink sub-categories* of new launches for children**, global, 2018-22
                        • Fish products receive special attention in China
                          • Figure 25: Top 10 fastest growing food and drink sub-categories* of new launches for children**, China, 2018-22
                          • Figure 26: Examples of fish products for children, China, 2022
                        • Innovation overview by claim
                          • Figure 27: Top 9 claim categories in new launches of food and drink* for children**, global, 2018-22
                          • Figure 28: Top 9 fastest growing claim categories in new launches of food and drink* for children**, China, 2018-22
                        • Functional claims: growing attention to immunity and eye health in the global market
                          • Figure 29: Top 10 functional claims in new launches of food and drink* for children**, global, 2018-22
                          • Figure 30: Top 10 functional claims in new launches of food and drink* for children**, China, 2020-22
                        • Daily products lead in product development which focuses on eye-health
                          • Figure 31: Top 10 sub-categories with eye-health claim in new launches of food and drink* for children**, global, 2018-22
                          • Figure 32: Top 10 markets with eye-health claim in new launches of food and drink* for children**, global, 2018-22
                          • Figure 33: Examples of food and drink products for children with eye health claim, global, 2022
                          • Figure 34: Top sub-categories with eye- health claim in new launches of food and drink* for children**, China, 2018-22
                          • Figure 35: Examples of food and drinks products for children with eye health claim, Global, 2021 and 2023
                        • Zero-added claims are more active in China than in the global market
                          • Figure 36: Selected free-from claims in new launches of food and drink* for children**, global, 2018-22
                          • Figure 37: Selected free-from claims in new launches of food and drink* for children**,China, 2018-22
                          • Figure 38: AGF Blendy Toketa! Decaffeinated Milk Coffee Mix, Japan, 2021
                      • Must-eat Foods

                        • Vegetables and fruits are the top of the list
                          • Figure 39: Must-eat foods every day, 2022
                          • Figure 40: Repertoire analysis of must-eat foods every day, 2022
                        • Parents’ nutritional literacy has more to do with income than city tier
                          • Figure 41: Must-eat food every day, by city tier*, 2022
                          • Figure 42: Must-eat foods every day*, by household income, 2022
                      • How to Prepare Food

                        • Obvious difference in consumption frequency inside ready meals
                          • Figure 43: How to prepare food for child(ren)
                          • Figure 44: Cook with fresh ingredients daily for children, by children’s companion, 2022
                        • Ready-to-cook foods can target parents with high income
                          • Figure 45: Attitudes towards convenience vs nutrition, by sub-category of ready meals, 2022
                          • Figure 46: Ready-to-cook foods, by monthly household income, 2022
                        • Ready-to-cook meals of soy products offer potential
                          • Figure 47: Eat soybeans and soy products every day, by frequency of ready-to-cook, 2022
                          • Figure 48: Eat soybeans and soy products every day, by child(ren)’s age, 2022
                      • Wellbeing Concerns

                        • Eye-sight health is the biggest concern after height
                          • Figure 49: Wellbeing concerns, 2022
                        • Parents pay attention to holistic wellbeing of their children
                          • Parents are more likely to check ingredient list for certain functional claims
                            • Figure 50: Wellbeing concerns*, by behaviour of checking ingredient list, 2022
                        • What to Eat between Meals

                          • Dairy products are priority choices during all non-meal times
                            • Figure 51: What to eat between meals, 2022
                          • Trade-up opportunity for different non-meal occasions
                            • Figure 52: Selected foods as an extra meal between breakfast and lunch, by monthly household income, 2022
                            • Figure 53: Dairy products as an extra meal, by monthly household income, 2022
                        • Free-from Claims

                          • Every free-from claim has its own opportunity
                            • Artificial preservatives and colourings are the most concerned
                              • Sugar and special treatment claims still get marketing rooms
                                • Figure 54: Free-from claims, 2022
                              • Enhance free-from claims by listing out typical ingredients
                                • Figure 55: Free-from claims, by behaviour of checking ingredient list, 2022
                                • Figure 56: Yogurt with no sucrose and no sugar substitute, Niu Mao Hei Hei, China, 2022
                            • Behaviours of Preparing Food and Drink for Children

                              • Parents select food and drink for children under multiple inspection
                                • Figure 57: Behaviours of preparing food and drink for children – Trust issues, 2022
                                • Figure 58: Behaviours of preparing food and drink for children – Brands preference, by generation, 2022
                              • Age information should be clearer…
                                • Figure 59: Behaviours of preparing food and drink for children – Selected behaviours, 2022
                                • Figure 60: Behaviours of preparing food and drink for children – Milk for children, 2022
                              • … and so should allergy information
                                • Convenience and diet education can be provided
                                  • Figure 61: Behaviours of preparing food and drink for children – Preparing food for children and dining out, 2022
                                  • Figure 62: Behaviours of preparing food and drink for children – Preparing food for children and dining out, 2022
                                  • Figure 63: Behaviours of preparing food and drink for children – Diet education and adjustment, 2022
                                  • Figure 64: Behaviours of preparing food and drink for children – Diet education and adjustment, 2022
                              • Appendix – Methodology and Abbreviations

                                • Methodology
                                  • Abbreviations

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