Consumer Trends in the Soy Products Market in China

Date: March 29, 2012
Pages: 47
Price:
US$ 7,495.00
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Publisher: Canadean
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: C21902DF29DEN
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Consumer Trends in the Soy Products Market in China
Synopsis

This report provides the results for the Soy Products 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.

Summary

Why was the report written?
Marketers in the Soy Products market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing 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 Soy Products market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As China undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. This makes early identification of the consumer groups and trends driving market behavior essential.

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.

Scope

Consumer survey data for the following specific categories: the soy desserts, soy drinks and soy milk markets.

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.

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.

Key Highlights

No age group consumes Soy Products disproportionally in China, with consumption patterns closely matching the demographic make-up of the country.

Not only do a large proportion of Chinese consumers of Soy Milk highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success. In contrast, a significant “attitude-behavior” gap exists in other Soy Products categories between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence.

Branded products account for less than a quarter of Soy Products distributed in China, while private label products dominate. This indicates that in Soy Products, branding has not been effective. Brands wishing to enter the market will need to provide an innovative, value-added product, to win market share from entrenched private labels.
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 Soy Products 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 Soy Desserts
  2.2.2 Soy Drinks
  2.2.3 Soy Milk
2.3 Behavioral Trends and Market Value
  2.3.1 Soy Desserts
  2.3.2 Soy Drinks
  2.3.3 Soy Milk

3 CONSUMPTION ANALYSIS

3.1 Consumption Frequencies by Age and Gender
  3.1.1 Soy Desserts
  3.1.2 Soy Drinks
  3.1.3 Soy Milk
3.2 Consumer Profiles by Product Category
  3.2.1 Soy Desserts
  3.2.2 Soy Drinks
  3.2.3 Soy Milk

4 BRAND VS. PRIVATE LABEL CHOICES

4.1 Brand vs. Private Label Volume Share
  4.1.1 By Category
4.2 Soy Products Brand Choice and Private Label Shares
  4.2.1 Soy Desserts
  4.2.2 Soy Drinks
  4.2.3 Soy Milk

5 THE SHARE OF CONSUMERS INFLUENCED BY TRENDS

5.1 Trend Drivers of Consumers' Product Choices
  5.1.1 Overall Soy Products
  5.1.2 Soy Desserts
  5.1.3 Soy Drinks
  5.1.4 Soy Milk

6 CONSUMPTION IMPACT: MARKET VALUATION

6.1 Soy Products Value Impact of Consumer Consumption Behavior
  6.1.1 Market Value by Category
  6.1.2 Market Volume by Category
6.2 Soy Products 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 Soy Products 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 APPENDIX

7.1 About Canadean
7.2 Disclaimer

LIST OF TABLES

Table 1: Volume Units for the Soy Products Market
Table 2: Foreign Exchange Rate – CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Soy Products Value Share (%), by Age Groups, 2011
Table 5: China Soy Products Value Share (%), by Gender, 2011
Table 6: China Soy Products Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Soy Products Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Soy Products Value Share (%) by Wealth Groups, 2011
Table 9: China Soy Products Value Share (%) by Busy Lives Groups, 2011
Table 10: China Soy Desserts Consumer Group Share (% market value), 2011
Table 11: China Soy Drinks Consumer Group Share (% market value), 2011
Table 12: China Soy Milk Consumer Group Share (% market value), 2011
Table 13: China Total Soy Desserts Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: China Total Soy Drinks Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: China Total Soy Milk Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Soy Desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: China Soy Desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: China Soy Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: China Soy Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: China Soy Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Soy Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Soy Desserts Consumer Profiles (% consumers by sub-group), 2011
Table 23: China Soy Drinks Consumer Profiles (% consumers by sub-group), 2011
Table 24: China Soy Milk Consumer Profiles (% consumers by sub-group), 2011
Table 25: China Soy Products Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: China Soy Desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: China Soy Drinks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: China Soy Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: China, Overall Soy Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: China, Soy Desserts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: China, Soy Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: China, Soy Milk: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: China Soy Products Market Value (Yuan Renminbi million), by Category, 2011
Table 34: China Soy Products Market Value (US$ million), by Category, 2011
Table 35: China Soy Products Market Volume (Kg m)by Category, 2011
Table 36: China Soy Products Market Share (US$ million), by Category, 2011
Table 37: China Soy Products Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 38: China Soy Products Expenditure Per Capita (US$), by Category, 2011
Table 39: China Soy Products Expenditure Per Household (Yuan Renminbi), by Category
Table 40: China Soy Products Expenditure Per Household (US$), by Category
Table 41: China Soy Products Market Volume (Kg m) Share by Category, 2011
Table 42: China Soy Products Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 43: China Soy Products Consumption Per Household (Kg m / Households m), by Category, 2011

LIST OF FIGURES

Figure 1: Consumer Panel Report Methodology
Figure 2: China Soy Products Value Share (%), by Age Groups, 2011
Figure 3: China Soy Products Value Share (%), by Gender, 2011
Figure 4: China Soy Products Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Soy Products Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Soy Products Value Share (%) by Wealth Groups, 2011
Figure 7: China Soy Products Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Soy Desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Soy Desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Soy Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Soy Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Soy Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Soy Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Soy Products Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: China Soy Products Market Share (US$ million), by Category, 2011
Figure 16: China Soy Products Expenditure Per Capita (US$), by Category, 2011
Figure 17: China Soy Products Expenditure Per Household (US$), by Category
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