Consumer Trends in the Chilled & Deli Food Market in China

Synopsis

This report provides the results for the Chinese Chilled & Deli Food market from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Chilled & Deli Food market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Chilled & Deli Food market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
For those interested in expanding into China it is increasingly crucial not only to understand market sizes, but also exactly who the consumer is. This report provides a “map” of the consumer groups and their share of the market and the trends which influence their behavior to give a detailed understanding of the market and its consumers to allow effective market planning.

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 sales across 26 consumer groups – providing through the data 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.

Scope

Consumer survey data for the following specific categories: Cured Meats, Fermented Meats, Pates, Pies & Savory Appetizers, Pre-packed Sandwiches, Prepared Salads, Savory Baked Goods markets.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

In general retailers’ own products have made significant inroads into the market, and Private Label share varies between 20% and over 50%. For brand therefore there is a need to cement their position in the market to avoid further inroads into their sales.

Overall Pies & Savory Appetizers account for more than 50% of the Chilled & Deli Food market in China in value terms. Savory Baked Goods and Pre-Packed Sandwiches are the next big segments while rest of the categories such as prepared salads, pates, cured meats and fermented meats together have only 5% market share.

Across the whole market the majority of sales value at least is accounted for by educated, urban dwellers, making understanding the needs and wants of these groups crucial.