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This report provides the results for the Confectionery market in China
from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged
Goods (CPG) consumption habits, and forms part of an overall series covering all
CPG product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices in organized retail market. Much of this information
can also be analyzed by specific consumer groups, providing hard and fast data
on consumers and markets at the product category level
Introduction and Landscape
Why was the report written?
Marketers in the Confectionery market face a major challenge. Understanding
market size and segmentation is valuable, but the key to effective targeting is
knowing just how valuable specific consumer groups are, and being able to
quantify the impact of consumer trends. This data report solves these problems
by providing survey-based data on consumer trends and consumer groups, and
market data that shows the exact size of consumer groups, how much of the
Confectionery market they account for, and which consumer trends drive their
What is the current market landscape and what is changing?
The rapid development of China has created many opportunities for Consumer
Packaged Goods marketers, but in Confectionery it will be necessary to target
specific groups and consumer trends more effectively to maintain this growth.
Quality is a key trend and targeting this effectively will be the key to
unlocking future growth potential.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: Chocolate, Gum, and
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique organized retailer choice data at the product category level, based upon
the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Overall, a significant share of consumers cited several trends as
influencing their consumption, and this is directly affecting market values. As
a result marketers will need to be clear on exactly which trends, not just
Quality Seeking, are driving each category in order to maximize returns in the
At present Private Label products have yet to make any significant inroads into
the market and have limited market share as a result. In the future branded
products will need to maintain compelling propositions in order to retain this
ascendency over Private Labels.
Results indicated that while Quality is the single most important consumer trend
overall, in each category a number of trends have a significant effect.
Effective targeting will therefore rely upon targeting a select number of trends
with a clear product proposition.
While in other categories consumption between the sexes is similar to
overall population splits, in Chocolate there is a slight bias towards
consumption by females. This highlights potential to offer more specifically
targeted Chocolate products to women in China.
Across the three categories, Sugar Confectionery is the dominant one in terms of
total sales, accounting for 70% of value sales. This reflects the wide
availability of these products as well as the tendency to have a little
Across all categories, but most notably in Chocolate, women are more likely to
both consume Confectionery products and typically have a higher share of
consumers in the Heavy and Medium consumer groups than men.