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Reasons behind China’s booming snack industry

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We found that the snack industry in China has been growing at a steady clip of roughly 15% annual growth. It was worth more than 200 billion RMB in 2011, and it's forecast to be worth 480 billion by 2018.

我们发现中国的零食产业正在以每年约15%的速度稳定增长。在2011年零食产业的规模已经超过了2000亿元人民币,预计到2018年,中国整个零食产业的规模将超过4800亿元人民币。

Is there any visible trend? What are the reasons behind that? What drive the growth?

是否有什么明显的发展趋势?是什么推动中国的零食产业发展?增长率的背后原因是什么?

Although growth is still significant, it has seen a steady decline in the past decade. Since 2004, the growth rates for sweets and chocolates have declined to about 10% currently, and similarly, instant noodles are down, although they still remain at roughly 20% annual growth this year. Fruit juice and soft drinks have seen their growth rates halved in the last three years. So as you can see, though the snack industry is still strong, it is suffering from an overall downward trend.

整个中国的零食产业虽然增长率依然喜人,但是在过去的十年里,其增长速度已经开始有所稳步下降。相比2004年,甜食和巧克力市场的增长速度已经下跌了约10%,同样方便面虽然依然保持着20%左右的增长速度,但是增速在放缓。相比三年前,果汁和软饮料销量的增长速度下降了50%。由此可见,虽然中国的零食产业依然兴旺,但是正面临整体下行的趋势。

As mainland Chinese consumers especially begin to have higher income and greater awareness of health issues, they are buying fewer prepared foods and snacks. Whereas five or ten years ago, instant noodles were a cheap source of nourishment, consumers now have more income to spend on better foods, and consume snacks mostly for instant satisfaction or energy.

中国大陆的消费者收入增长,对健康的意识比以前更高,对预制食品和零食的购买量有所下降。在5-10年前,方便面曾经是中国大陆许多人廉价的营养来源,但是现在消费者有更多收入,可以用于购买更好的食品,零食消费对于现在的中国消费者来说只是满足一时口福或者是补充能量。

Research sugggests that in the below-40s demographic, 88.5% of interviewees feel that snacks don't offer any nutrition, and are particularly wary of those containing saturated fats and sugars. We can expect to see two main developments; first of all, more local producers addressing the snack market, and secondly, more nutritious, low-fat and health-oriented snacks.

研究发现中国40岁以下被访者中有88.5%认为零食不能提供营养,并且对含有反式脂肪和糖类的零食尤其担忧。可以预见的主要发展趋势有两条,首先,更多中国本土的制造商会进入零食市场;其次,会涌现出更多有营养、低脂的健康导向零食。

What kinds of snacks are more popular and who would buy more snacks?

哪种零食更受欢迎?哪些人购买的零食更多?

Generally, chocolates and potato chips are the most popular "foreign" snacks, while instant noodles remain very popular as well. The greatest consumer demographic are the 22-35s, especially the females, as they can both afford to buy their own snacks, and tend to have busy and work (or study) dominated lifestyles that don't allow for much cooking. Teenagers and young children are also a very large consumer groups.

虽然方便面的受欢迎程度依然不错,但总的来说,巧克力和薯片是中国最受欢迎的"洋"零食。后两者的消费者年龄在22-35岁之间,以女性居多。这个消费群体既能够自己购买零食,生活中工作或学习又占去非常多的时间,没有太多时间做饭。青少年和儿童也是很大的消费人群。

Will imported products/multinational brands more popular in China?

进口商品和跨国品牌是否在中国更受欢迎?

Multinational brands dominate in China's snack industry. The top 10 snack brands are Want-want, Kraft Foods, LIWAYWAY, DANONE, Wm Wrigley Jr Company, Dove, ORION, Xufuji and Jiashili. Of these brands, Wang-want and Xufuji are Taiwanese, accounting for 20% market share. Kraft Foods, LIWAYWAY, DANONE, Wm Wrigley Jr Company, Dove, ORION occupy 50% of the Chinese snack market together. Xufuji and Jiashili are domestic brands, and though they together account for 20%, they are still in the minority.

跨国企业确实占领了中国的零食市场。目前排名前十位的零食品牌为:旺旺、卡夫食品、上好佳、达能、箭牌糖果、德芙、好丽友、徐福记和嘉士利。其中台湾品牌有旺旺和徐福记,市场份额占到20%。卡夫食品、上好佳、达能、箭牌糖果、德芙和好丽友加起来占50%市场份额。虽然徐福记和嘉士利是本土品牌,但是加起来才只有20%市场份额,依然属于少数派。

However, some domestic brands have the potential to increase their market share in the future. For example, Le Conte, Dali and Qinqin, as these brands know the needs of Chinese consumers better than foreign brands.

不过未来其它本土品牌的市场份额有上升趋势。例如金帝、达利和亲亲等,因为这些厂商更懂得如何满足中国消费者的口味,这正是外国厂商所欠缺的。

What's the position of China in Asia in this industry?

中国在整个亚洲零食产业中的比重如何?

In 2013, the growth rate of exports and imports of Chinese snacks increased significantly, with Brazil, ASEAN (Association of Southeast Asian Nations) and America acting as the three biggest foods trade partner. However, overall, China doesn't have the same reach as Japanese snack producers, for example. Chocolate is the most popular snack in the Pacific area, and since chocolate is one area where China does not have a significant contribution to make to the market, it'll be in other areas that China's exporters could grow.

2013年是中国零食进出口量激增的一年,巴西、东盟和美国是中国零食进出口三大贸易伙伴。不过总体看来,中国零食厂商还没有达到日本厂商的水平。比如说,在太平洋地区,最受欢迎的零食是巧克力,但是中国厂商在巧克力市场上占领的市场份额不是很多,所以,巧克力市场是中国零食出口的又一增长点。

2016-06-23

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