Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream Market

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream Market

Category : Food & Beverages
July  2014  Pages : 56



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Summary
Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream 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 developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings
- Ice Cream consumption in China is driven by the pursuit of quality
- Chinese consumers are not driven to seek healthier Ice Cream offerings
- Consumers look to Ice Cream to help them meet their life stage needs across an aging Chinese population
- Chinese consumers seek Ice Cream with a trustworthy reputation
- Consumers in China are not motivated to buy products for ethical attributes alone

Synopsis
Understanding Consumer Trends and Drivers of Behavior in the Chinese Ice Cream 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 genders consume Ice Cream, 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 France and nine other countries, to give a global context

- The degree of influence that the 20 key consumer trends identified by Canadean have on Ice Cream consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group

- Insight into the implications behind the data, and analysis of how the needs of consumers 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 Ice Cream 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 Ice Cream sector. This allows product and marketing strategies to be better aligned with the leading trends in the 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
Aggressive marketing and increased penetration of Ice Cream parlors is driving Ice Cream demand in China
The Chinese Ice Cream market, currently valued at CNY 35.3 billion, is forecast to register high growth over the next five years
Impulse Ice Cream accounts for the highest share of volume consumption in the Chinese Ice Cream market
There were 17.2 billion Ice Cream occasions in China with consumption higher among women and Pre-Mid-Lifers
The Chinese Ice Cream market is forecast to register highest growth across major markets, in value terms
The Chinese Ice Cream market is one of the fastest growing markets globally

Demographic cohort consumption patterns
Chinese females are over-consuming Ice Creams compared to the male consumers
Older consumers are significantly under-consuming Ice Creams in China
Both Males and Females can be classified as 'heavy frequency' consumers of Ice Creams
Chinese consumers are 'heavy frequency' consumers of Ice Cream

Consumer trend analysis
Search for quality products is the key motivation for choosing Ice Creams in China
Comparing consumer trends influence on consumption of Ice Cream products across major markets
The Changing Lifestyle mega-trend: Chinese consumers seek products to meet the needs of their changing lifestages
The Connectivity mega-trend: Media has a strong influence in creating brand awareness and consumer loyalty
The Convenience mega-trend: Busy lives mean Chinese consumers are increasingly seeking convenient Ice Cream offerings
The Ethics mega-trend: Ethical concerns have a very low influence on Ice Cream consumption in China
The Experience and Enjoyment mega-trend: A desire for Quality is the leading motivator in the Chinese Ice Cream market
The Health and Wellness mega-trend: Health concerns will have limited influence on the consumption of Ice Cream
The Individuality mega-trend: Consumers will increasingly seek Ice Cream to provide moments of relaxation and escapism
The Trust mega-trend: Product safety is a major motivator of consumption as recent scandals have affected consumers confidence
The Value mega-trend: Ice Cream offering Value in terms of lower-price and quality will appeal to consumers

Innovation examples
Manufacturers are innovating across categories to target the growing needs of Chinese consumers
Global innovations on formulation and packaging can be a source of inspiration for the Chinese manufacturers

Recommended actions
Manufacturers should focus on providing premium offerings and promoting these brands through engaging advertising
Manufacturers should target older consumers with functional Ice Cream, and improve cold-chain transportation and storage

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean
List Of Tables
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List Of Figures
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Enquiry Before Buy
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