Salty Snacks - China - February 2015
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“After several years of double-digit annual growth, China’s salty snacks market had a slower volume growth of 8.6% in 2014. The market is estimated to reach 2,304,000 tonnes in volume terms and RMB 243 billion in value terms in 2014. Although the growth of the salty snacks category slowed downed from 2012, it still performed well over the last five years compared to other major snack categories such as biscuits, ice cream, sugar confectionery and chocolate.
The market is established and it has become very difficult for brands to come up with breakthrough ideas to amaze today’s consumers. Consumers are faced with a great variety of snack foods, indicating a more important role of marketing to help brands stand out in the competition.
Highlighting the health-related features is a way to differentiate. Moreover, women in their 30s turn out to be the most generous and lucrative salty snack buyers and brands could primarily target this group through various innovations on packaging and marketing campaigns.”
-Hao Qiu, Research Analyst
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