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| Countries covered: China Branded foods in China is the latest edition of just-food's new series considering five countries known as the 'BRICM' economies - Brazil, Russia, India, China and Mexico - from the perspective of the branded/packaged food industry. This series of just-food reports provides analysis and insight into the potential of the food sector in BRICM by considering the best-practice strategies employed by leading multinational and domestic manufacturers alongside trend analysis. Market value forecasts by category are provided to 2013. SWOT analyses are also included for at least one major domestic food company per country. China has the biggest packaged food market value in 2007 of the five BRICM countries analysed, standing at US$96.2bn. It also records a strong track record of value growth from 2002 putting it in second position behind Russia. The popularity of processed and Western-style food in urban China is starting to be mirrored in parts of rural China, and will grow dramatically as major retailers such as Carrefour seek to expand out of saturated ‘first-tier’ cities into other regions over the next five years. It is the increasingly sprawling urban population that will drive strong value and volume growth in processed and packaged foods; by 2050 an increase of 115% to 970m is anticipated in the urban region, up from the 450m ‘urban-dwellers’ found in China in 2000. Previous growth has been driven by the strong economic development in China. Demand for packaged foods grows annually as people trade up to packaged rather than loosely packed food. The rising role of modern retail formats such as supermarkets, convenience stores (c-stores) and hypermarkets is also having a big impact on the type of food people are buying. This report analyses this expanding market, provides an insight into retail market trends, analyses the major branded foods categories and considers the best-practice strategies employed by leading multinational and domestic manufacturers. Consisting of over 14,000 words of analysis and commentary, and 11 data tables covering investment potential, market values and more, the key chapters of the report include:
Chapter one - Introduction After looking at the aims and objectives of the report, as well as its methodology and author, we provide an introductory overview of the BRICM markets, including each country's market investment potential, population size and growth 2002-2007, gross domestic product growth and packaged food market value. Chapter two - The Chinese food and drink market According to just-food estimates, one-third of all food consumed by the Chinese is processed, with the majority purchased and consumed in urban regions. This chapter looks at the Chinese market in more depth, including... and provides future forecasts of the Chinese packaged food market to 2013. Chapter three - The mass grocery retail (MGR) market in China China is attracting a lot of interest from global retailers and will become a focus of investment from major multinational multiples such as Tesco, Wal-Mart and Metro over the next five years. In 2007, China posted 17% year-on-year growth in retail spending, according to official national statistics. The China Market Research Group (CMR) identified the continued growth as being fuelled by people aged under 32-years-old. Branded food and drink products show the strongest growth potential in the Chinese grocery market, although private-label ranges (at the economy and the premium ends of the spectrum) will cater for the lower income and more affluent and inspirational consumers also. This chapter analyses the consumer market and major MGRs involved in the mass grocery retail segment in China. Chapter four - Category analysis The Chinese food market reached an estimated value of US$96.2bn in 2007 according to just-food. Dairy is the highest value category contributing 20.1% to the total market value in 2007. Dairy is followed in value terms by bakery and cereals contributing 13.7% of total value. This chapter provides historic value data from 2001-2007 and forecasts from 2008-2013 by major category and provides analysis of the categories - including coverage of new product development in each category. Chapter five - Domestic company focus Here the report profiles the major dairy producer, Inner Mongolia Yili Industrial Group , looking at its headline financial statistics, history, quality control issues, the recent melamine scare and the company's future ambitions. We also provide a SWOT analysis of how we think the company's strategy will shape up over the short term. Chapter six - Trends analysis Purchasing habits, food culture and shopping patterns vary within each country, particularly for more developing/emerging markets, where rural regions still dominate. Trends reviewed in this chapter include premiumisation, ethics, fairtrade, organic food and health. We conclude the report with functional food market value forecasts for this market. |
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