Reflected by the anti-corruption
policy, domestic fast food restaurants have decisively outperformed
full-service restaurants, indicating a confident outlook for the sector’s
growth in China. However currently, fast food eaters are anxious about the
ongoing food and environmental crisis, which has catalysed the fast food
outlets’ transformation into tailor-made healthy dining stores. This has also
given multinational foreign players an unfavourable status due to them being
perceived as unhealthy and unable to provide menu customisations. Marketing
communication tools are the key shapers in driving healthy eating within
Chinese society. Three critical elements – access to convenient nutritional
information, affordable ‘green’ menus and consumer empowerment must seamlessly
merge to revolutionise the current Chinese fast food industry.
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Table of Content
Introduction
In this report we answer the key
questions:
Definition
Inclusions
Exclusions
Methodology
Abbreviations
Executive Summary
The market
Figure 1: Total China fast food and
takeaway market, by value sales, 2008-18
Figure 2: Total China Fast food and
takeaway market, by market volume, 2008-18
Companies and brands
Figure 3: Leading chains in the
Chinese fast food and takeaway market, by market volume (outlets), 2012-13
The consumer
Chinese-style fast food: Winner in
the domestic market
Figure 4: Fast food usage
(including eating in and takeaway) in the last six months, February 2014
Busy modern life drives fast
food\'s popularity
Figure 5: Reasons for eating fast
food (including eating in and takeaway) in the last six months, February 2014
Organic ingredient and balanced
nutrition top consumers’ interests
Figure 6: Levels of interest in
product innovation/value-added services in fast food restaurants, February
2014
Eating fast food as a main daily
meal is the mainstream
Figure 7: Occasions for eating fast
food (including eating in and takeaway) in the last six months, February 2014
Word-of-mouth guides fast food
customers\' eating decisions
Figure 8: Factors influencing fast
food outlet/restaurant choice, February 2014
Chinese fast food is the main
stronghold for the health-conscious segment
Figure 9: Attitudes towards fast
food, February 2014
Key issues
Chinese fast food market overview
Tailored meal is the new fashion
Eco-friendly brand endorsement as
key marketing communication
Tapping the power of rising digital
channels
What we think
Issues and Insights
What are the common traits of
Chinese fast food eaters?
The facts
The implications
What are the key challenges that
fast food players are faced with in China?
The facts
The implications
Scope to boost the appeal of fast
food by harnessing connotations of healthy, organic ingredients
The facts
The implications
Eco-friendly marketing can
re-energise the fast food brand image
The facts
The implications
How to target second and third-tier
fast food eaters?
The facts
The implications
Trend Application
Trend: Make it Mine
Trend: Moral Brands
Trend: Access All Areas
Market Size and Forecast
Key points
Chinese fast food market
Figure 10: China fast food and
takeaway market, value sales and outlets, 2008-18
Growth is expected to continue
Figure 11: Total China fast food
and takeaway market, by value sales, 2008-18
Figure 12: Total China fast food
and takeaway market, by market volume, 2008-18
Market drivers
Rural and urban household income
increased
Figure 13: Annual growth in rural
and urban household income, china, 2009-13
Sustainable growth in urbanisation
and employment and the importance of the health-conscious
Franchise model and intense
competition
Growth challenges
New food safety standards and
inspections
Rising cost for China foods
Market Segmentation
Key points
By purpose of usage
By taste
China’s fast food market is
fragmented
Figure 14: Volume and value of
china fast food market, by segment, 2008-13
Who’s Innovating?
Key points
Eco pizza outlets execute ‘green’
measurement in Beijing
American Sweet Green enjoy social
well-being
Pizza Hut interactive touchscreen
to boost in-store experience
Aldi Lunchbox initiatives
Dutch grocer abandons traditional
aisle format
Companies and Brands
Key points
Western-style fast food still takes
the lead
Figure 15: leading companies in the
Chinese fast food and takeaway market, by market volume (outlets), 2011-13
Yum! Brands
KFC
Pizza Hut
East Dawning
McDonald’s
Hua Lai Shi Catering Management and
Service Co., Ltd.
Shanghai Shihao Catering Co., Ltd.
Ting Hsin International Group
Dicos
Master Kong Chef’s Table
Zhen Kungfu Catering Co., Ltd.
Jollibee Group
The Consumer – Usage of Fast Food
Key points
Chinese-style fast food: Winner in
the domestic market
Figure 16: Fast food usage
(including eating in and takeaway) in the last six months, February 2014
Target consumer analysis
Figure 17: Fast food usage
(including eating in and takeaway) in the last six months – Foreign fast food,
by demographics, February 2014
Consumers shift their focus upon
fast food outlets instead of full-service restaurants
Key analysis: The common characteristic
of domestic fast food outlets: bigger chains and smaller specialised outlets
The Consumer – Reasons for Eating
Fast Food
Key points
Busy modern life drives fast
food\'s popularity
Figure 18: Reasons for eating fast
food (including eating in and takeaway) in the last six months, February 2014
Target consumer analysis
Figure 19: Most popular reasons for
eating fast food (including eating in and takeaway) in the last six months, by
demographics, February 2014
Key analysis: Attract mothers
through nutritious meals for kids in second and third-tier cities
Figure 20: Agreement with the
statement “as a treat for kids”, by tier, February 2014
The Consumer – Interest in Product
and Service Innovations of Fast Food Restaurants
Key points
Organic ingredients and balanced
nutrition top consumers’ interests
Figure 21: Levels of interest in
product innovation/value-added services in fast food restaurants, February
2014
Target consumer analysis
Figure 22: Levels of interest in
product innovation/value-added services in fast food restaurants – Using more
organic/pollution-free ingredients, by gender and age, February 2014
Figure 23: Levels of interest in
product innovation/value-added services in fast food restaurants – More
Chinese-style food made with traditional cooking methods & International
dishes, by monthly personal incomes, February 2014
Key analysis: Personalisation
through ‘mix and match’
The Consumer – Occasions for Eating
Fast Food
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