Consumer Trends in the Savory Snacks Market in China, 2011

Synopsis
This report provides the results for the Savory Snacks 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.
Scope
Consumer survey data for the following specific categories: ethnic/traditional snacks, meat snacks, nuts & seeds, popcorn, potato chips, pretzels and processed snacks.

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.
Summary
Why was the report written?
Marketers in the Chinese Savory Snacks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is to know 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 Savory Snacks market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Dramatic economic growth and the growing presence of western-style products in the market mean that there are significant opportunities in the Chinese Savory Snacks market to target. Knowing which areas offer the best addressable markets will be key, as will understanding the key Trends that consumers are acting on category by category.

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.
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.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Savoury Snacks Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Ethnic/traditional Snacks
2.2.2 Meat Snacks
2.2.3 Nuts & Seeds
2.2.4 Popcorn
2.2.5 Potato Chips
2.2.6 Pretzels
2.2.7 Processed Snacks
2.3 Behavioral Trends and Market Value
2.3.1 Ethnic/traditional Snacks
2.3.2 Meat Snacks
2.3.3 Nuts & Seeds
2.3.4 Popcorn
2.3.5 Potato Chips
2.3.6 Pretzels
2.3.7 Processed Snacks
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ethnic/traditional Snacks
3.1.2 Meat Snacks
3.1.3 Nuts & Seeds
3.1.4 Popcorn
3.1.5 Potato Chips
3.1.6 Pretzels
3.1.7 Processed Snacks
3.2 Consumer Profiles by Product Category
3.2.1 Ethnic/traditional Snacks
3.2.2 Meat Snacks
3.2.3 Nuts & Seeds
3.2.4 Popcorn
3.2.5 Potato Chips
3.2.6 Pretzels
3.2.7 Processed Snacks
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Savory Snacks Brand Choice and Private Label Shares
4.2.1 Ethnic/traditional Snacks
4.2.2 Meat Snacks
4.2.3 Popcorn
4.2.4 Potato Chips
4.2.5 Pretzels
4.2.6 Processed Snacks
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Savory Snacks
5.1.2 Ethnic/traditional Snacks
5.1.3 Meat Snacks
5.1.4 Nuts & Seeds
5.1.5 Popcorn
5.1.6 Potato Chips
5.1.7 Pretzels
5.1.8 Processed Snacks
6 Consumption Impact: Market Valuation
6.1 Savory Snacks Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Savory Snacks Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Savory Snacks Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Retailer Volume Share of Organized Retail
7.1.1 Retailer Share by Volume of Organized Retail in Savory Snacks
7.2 Retailer Volume Share by Category of Organized Retail
7.2.1 Retail Share by Volume of Organized Retail - Ethnic/traditional Snacks
7.2.2 Retail Share by Volume of Organized Retail - Meat Snacks
7.2.3 Retail Share by Volume of Organized Retail - Nuts & Seeds
7.2.4 Retail Share by Volume of Organized Retail - Popcorn
7.2.5 Retail Share by Volume of Organized Retail - Potato Chips
7.2.6 Retail Share by Volume of Organized Retail - Pretzels
7.2.7 Retail Share by Volume of Organized Retail - Processed Snacks
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 A-Best Supermarket Co., Ltd Switching Analysis
7.3.3 Carrefour China Switching Analysis
7.3.4 Dashang Group Switching Analysis
7.3.5 Metro Cash & Carry Switching Analysis
7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
7.3.7 Tesco China Switching Analysis
7.3.8 Trust Mart Switching Analysis
7.3.9 Wal-Mart Super center, China Switching Analysis
7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
7.3.11 Wumart Stores. Group Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Savory Snacks, by Retailer Used
7.4.1 A-Best Supermarket Co., Ltd
7.4.2 Carrefour China
7.4.3 Dashang Group
7.4.4 Tesco China
7.4.5 Trust Mart
7.4.6 Wal-Mart Super center, China
7.4.7 Wumart Stores. Group
7.4.8 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List Of Table
Table 1: Volume Units for the Savory Snacks Market
Table 2: Foreign Exchange Rate – CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Savory Snacks Value Share (%), by Age Groups, 2011
Table 5: China Savory Snacks Value Share (%), by Gender, 2011
Table 6: China Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Savory Snacks Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Savory Snacks Value Share (%) by Wealth Groups, 2011
Table 9: China Savory Snacks Value Share (%) by Busy Lives Groups, 2011
Table 10: China Ethnic/traditional Snacks Consumer Group Share (% market value), 2011
Table 11: China Meat Snacks Consumer Group Share (% market value), 2011
Table 12: China Nuts & Seeds Consumer Group Share (% market value), 2011
Table 13: China Popcorn Consumer Group Share (% market value), 2011
Table 14: China Potato Chips Consumer Group Share (% market value), 2011
Table 15: China Pretzels Consumer Group Share (% market value), 2011
Table 16: China Processed Snacks Consumer Group Share (% market value), 2011
Table 17: China Total Ethnic/traditional Snacks Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: China Total Meat Snacks Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: China Total Nuts & Seeds Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: China Total Popcorn Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: China Total Potato Chips Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: China Total Pretzels Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: China Total Processed Snacks Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: China Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: China Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: China Meat Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: China Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: China Nuts & Seeds Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: China Nuts & Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: China Popcorn Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: China Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: China Potato Chips Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: China Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: China Pretzels Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: China Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: China Processed Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: China Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: China Ethnic/traditional Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 39: China Meat Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 40: China Nuts & Seeds Consumer Profiles (% consumers by sub-group), 2011
Table 41: China Popcorn Consumer Profiles (% consumers by sub-group), 2011
Table 42: China Potato Chips Consumer Profiles (% consumers by sub-group), 2011
Table 43: China Pretzels Consumer Profiles (% consumers by sub-group), 2011
Table 44: China Processed Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 45: China Savory Snacks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 46: China Ethnic/traditional Snacks Survey-tracked Brand Shares by Volume of Organized Retail (% Vol), 2011
Table 47: China Meat Snacks Survey-tracked Brand Shares by Volume of Organized Retail (% Vol), 2011
Table 48: China Popcorn Survey-tracked Brand Shares by Volume of Organized Retail (% Vol), 2011
Table 49: China Potato Chips Survey-tracked Brand Shares by Volume of Organized Retail (% Vol), 2011
Table 50: China Pretzels Survey-tracked Brand Shares by Volume of Organized Retail (% Vol), 2011
Table 51: China Processed Snacks Survey-tracked Brand Shares by Volume of Organized Retail (% Vol), 2011
Table 52: China, Overall Savory Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: China, Ethnic/traditional Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: China, Meat Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 55: China, Nuts & Seeds: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 56: China, Popcorn: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 57: China, Potato Chips: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 58: China, Pretzels: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 59: China, Processed Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: China Savory Snacks Market Value (Yuan Renminbi million), by Category, 2011
Table 61: China Savory Snacks Market Value (US$ million), by Category, 2011
Table 62: China Savory Snacks Market Volume (Kg m), by Category, 2011
Table 63: China Savory Snacks Market Share (US$ million), by Category, 2011
Table 64: China Savory Snacks Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 65: China Savory Snacks Expenditure Per Capita (US$), by Category, 2011
Table 66: China Savory Snacks Expenditure Per Household (Yuan Renminbi), by Category
Table 67: China Savory Snacks Expenditure Per Household (US$), by Category
Table 68: China Savory Snacks Market Volume Share (Kg m), by Category, 2011
Table 69: China Savory Snacks Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 70: China Savory Snacks Consumption Per Household (Kg m / Households m), by Category, 2011
Table 71: China Savory Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
Table 72: China Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 73: China Meat Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 74: China Nuts & Seeds Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 75: China Popcorn Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 76: China Potato Chips Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 77: China Pretzels Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 78: China Processed Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 79: China Switchers to A-Best Supermarket Co., Ltd for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: China Switchers From A-Best Supermarket Co., Ltd for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: China Switchers to Carrefour China for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: China Switchers From Carrefour China for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: China Switchers to Dashang Group for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: China Switchers From Dashang Group for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: China Switchers to Metro Cash & Carry for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: China Switchers From Metro Cash & Carry for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: China Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: China Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: China Switchers to Tesco China for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: China Switchers From Tesco China for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: China Switchers to Trust Mart for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: China Switchers From Trust Mart for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: China Switchers to Wal-Mart Super center, China for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: China Switchers From Wal-Mart Super center, China for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: China Switchers to Wuhan Zhongbai Group Co., Ltd. for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: China Switchers From Wuhan Zhongbai Group Co., Ltd. for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: China Switchers to Wumart Stores. Group for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: China Switchers From Wumart Stores. Group for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: China Switchers to Other for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: China Switchers From Other for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 102: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 103: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 104: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 105: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 106: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 107: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 108: China Profile of Savory Snacks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: China Savory Snacks Value Share (%), by Age Groups, 2011
Figure 3: China Savory Snacks Value Share (%), by Gender, 2011
Figure 4: China Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Savory Snacks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Savory Snacks Value Share (%) by Wealth Groups, 2011
Figure 7: China Savory Snacks Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Meat Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Nuts & Seeds Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Nuts & Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Popcorn Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Potato Chips Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: China Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: China Pretzels Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: China Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: China Processed Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: China Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: China Savory Snacks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 23: China Savory Snacks Market Share (US$ million), by Category, 2011
Figure 24: China Savory Snacks Expenditure Per Capita (US$), by Category, 2011
Figure 25: China Savory Snacks Expenditure Per Household (US$), by Category
Figure 26: China Savory Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
Figure 27: China Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 28: China Meat Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 29: China Nuts & Seeds Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 30: China Popcorn Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 31: China Potato Chips Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 32: China Pretzels Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 33: China Processed Snacks Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 34: China People Who Have Switched Retailer for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011