The Chinese Confectionery Market: What Consumers Eat and Why?

 Published On: Oct, 2013 |    No of Pages: 58 |  Published By: Canadean | Format: PDF
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Product Synopsis

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 behavior.

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 Sugar Confectionery.
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 future.
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.

Key Highlights

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 “everyday treat”.
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.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Confectionery Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Chocolate
3.2.2 Gum
3.2.3 Sugar Confectionery
3.3 Behavioral Trends and Market Value
3.3.1 Chocolate
3.3.2 Gum
3.3.3 Sugar Confectionery
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Chocolate
4.1.2 Gum
4.1.3 Sugar Confectionery
4.2 Consumer Profiles by Product Category
4.2.1 Chocolate
4.2.2 Gum
4.2.3 Sugar Confectionery
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Confectionery Brand Choice and Private Label Consumer Penetration
5.2.1 Chocolate
5.2.2 Gum
5.2.3 Sugar Confectionery
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Confectionery
6.1.2 Chocolate
6.1.3 Gum
6.1.4 Sugar Confectionery
7 Consumption Impact: Market Valuation
7.1 Confectionery Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Confectionery Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Confectionery Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share Of Organized Retail
8.1 Retailer Volume Share Of Organized Retail
8.1.1 Retailer Volume Share Of Organized Retail in Confectionery
8.2 Retailer Volume Share Of Organized Retail by Category
8.2.1 Retail Share by Volume Of Organized Retail- Chocolate
8.2.2 Retail Share by Volume Of Organized Retail- Gum
8.2.3 Retail Share by Volume Of Organized Retail- Sugar Confectionery
8.3 Profiles of End-Consumers of Confectionery, by Retailer Used
8.3.1 Carrefour China
8.3.2 Tesco China
8.3.3 Wal-Mart Super center, China
8.3.4 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Confectionery Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Confectionery Value Share (%), by Age Groups, 2012
Table 5: China Confectionery Value Share (%), by Gender, 2012
Table 6: China Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Confectionery Value Share (%) by Wealth Groups, 2012
Table 9: China Confectionery Value Share (%) by Busy Lives Groups, 2012
Table 10: China Chocolate Consumer Group Share (% market value), 2012
Table 11: China Gum Consumer Group Share (% market value), 2012
Table 12: China Sugar Confectionery Consumer Group Share (% market value), 2012
Table 13: China Total Chocolate Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: China Total Gum Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: China Total Sugar Confectionery Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: China Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: China Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: China Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: China Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: China Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: China Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: China Chocolate Consumer Profiles (% consumers by sub-group), 2012
Table 23: China Gum Consumer Profiles (% consumers by sub-group), 2012
Table 24: China Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2012
Table 25: China Confectionery Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: China Chocolate Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: China Gum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: China Sugar Confectionery Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: China Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: China, Chocolate: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: China, Gum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: China, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: China Confectionery Market Value (Yuan Renminbi million), by Category, 2012
Table 34: China Confectionery Market Value (US$ million), by Category, 2012
Table 35: China Confectionery Market Volume (Kg m), by Category, 2012
Table 36: China Confectionery Market Value (US$ million), by Category, 2012
Table 37: China Confectionery Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 38: China Confectionery Expenditure Per Capita (US$), by Category, 2012
Table 39: China Confectionery Expenditure Per Household (Yuan Renminbi), by Category
Table 40: China Confectionery Expenditure Per Household (US$), by Category
Table 41: China Confectionery Market Volume (Kg m), by Category, 2012
Table 42: China Confectionery Consumption Per Capita (Kg / Population), by Category, 2012
Table 43: China Confectionery Consumption Per Household (Kg m / Households m), by Category, 2012
Table 44: China Confectionery Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
Table 45: China Chocolate Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 46: China Gum Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 47: China Sugar Confectionery Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Table 48: China: Profile of Confectionery Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 49: China: Profile of Confectionery Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 50: China: Profile of Confectionery Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 51: China: Profile of Confectionery Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: China Confectionery Value Share (%), by Age Groups, 2012
Figure 3: China Confectionery Value Share (%), by Gender, 2012
Figure 4: China Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Confectionery Value Share (%) by Wealth Groups, 2012
Figure 7: China Confectionery Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Confectionery Market Value (US$ million), by Category, 2012
Figure 15: China Confectionery Expenditure Per Capita (US$), by Category, 2012
Figure 16: China Confectionery Expenditure Per Household (US$), by Category
Figure 17: China Confectionery Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
Figure 18: China Chocolate Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 19: China Gum Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
Figure 20: China Sugar Confectionery Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012

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