Consumer Trends in the Meat Market in China

Synopsis

This report provides the results for the Meat market in China 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 Meat 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 Meat market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As the country undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging behaviors of Chinese consumers will be fundamental to future growth. The ability to target the specific trends that encourage consumers to consume certain brands or categories will be key for future success.

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: the Ambient Meat, Cooked Meats – Counter, Cooked Meats -Packaged, Fresh Meat (counter), Frozen Meat, Raw Packaged Meat- Processed and Raw Packaged Meat-whole cuts 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

Males tend to consume Raw packaged Meat – whole cuts more often than females. While 32% of males record Heavy frequency consumption in this category, only 26% of females record the same frequency. Instead, females tend to record Medium frequency consumption: 31% of this gender compared with 26% of males. Marketers can grow the category by addressing this imbalance and increasing how often women eat Raw packaged Meat – whole cuts.

Older Consumers have a slightly above average consumption of Meat, recording a 22% share of the market by volume despite accounting for 19% of the population. This makes them the largest consumer group in the country, though the significant size of all other age groups indicates that marketers shouldn’t ignore these either.

The Busy Lives trend affects 20% of the value of the Raw packaged Meat – whole cuts category. This highlights how the preparation and consumption of these products provide moments of relaxation in consumers’ hectic lives, and suggests the value marketers can gain by targeting this trend.