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Summary

Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

• Age-specific Confectionery products are a growing phenomenon in the Chinese Confectionery market that support health concerns of different age groups
• Consumers aged above 45 years are under-consuming Confectionery products in China
• The busy lifestyles of Chinese consumers will further the need for Confectionery suited to on-the-go consumption
• Manufacturers, marketers, and retailers need to consider targeting experience seeking and the growing health-conscious Chinese population, in order to secure further custom and their position in the market

Synopsis

Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.
Get access to:
• Key consumer demographic groups driving consumption within the Chinese market. The figures showcase the number of times consumers of specific ages and gender consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
• Market value and volumes over 2008–2018 for China and nine other countries to give a global context.
• The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
• Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future.
• Examples of international and China-specific product innovation targeting key consumer needs.

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Chinese Confectionery consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table Of Contents

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food Market
Table of Contents
Definitions
Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context
Confectionery products are consumed for fun and enjoyment and for seeking personal space and time
The Chinese Confectionery market will witness strong growth from 2013-2018
Sugar Confectionery category dominates Chinese Confectionery market with 86.6% of volume share
There were 44.7 billion Confectionery occasions in China in 2012, with the highest occasions witnessed amongst Pre-Mid-Lifers and Females
High value growth of the Confectionery market in China is driven by rising per capita volume consumption
China is the most attractive Confectionery market among the BRIC nations

Demographic cohort consumption patterns
Women over-consume Confectionery products compared to Chinese men
Consumers aged above 45 years are under-consuming Confectionery products in China
Chinese men and women exhibit very similar Confectionery consumption frequency patterns
Kids and Babies have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis
A desire for quality products offering Fun is the key motivation for choosing Confectionery products in China
Comparing consumer trends influence on consumption of Confectionery products across major markets
The Changing Lifestyle mega-trend: Polarization of adult's and children's Confectionery products is commonplace in China
The Connectivity mega-trend: Chinese Confectionery choices will be driven by brands advertised on popular media channels
The Convenience mega-trend: the Busy Lives of consumers will further the need for Confectionery suited to on-the-go consumption
The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Confectionery products in China
The Experience and Enjoyment mega-trend: The desire for quality and fun Confectionery products drives consumption in China
The Health and Wellness mega-trend: Confectionery products are consumed for fun and enjoyment with little focus on health
The Individuality mega-trend: Consumers' desire to seek Personal Space and Time drives the consumption of Confectioneries in China
The Trust mega-trend: Brands need to inspire and promote trustworthiness in order to secure custom
The Value mega-trend: Consumers search for both inexpensive products and those with added value attributes

Innovation examples
Manufacturers are innovating across categories to target the growing needs of Chinese consumers
Manufacturers are focusing on innovative formulation, positioning, and packaging

Recommended actions
Manufacturers can explore premium ranges as well as targeting their products towards either adults or children
Manufacturers, marketers, and retailers need to consider targeting experience seeking and the growing health-conscious population

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean

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