Wednesday, 1 October 2014

China Menu Market Insights 2014 - Global Market Size, share, trend , growth and strategy

The influence of diverse ethnic flavours and the solid loyalty towards local specialists make China a complex foodservice market. While food safety has a significant continuous social impact, the focus point should go beyond East versus West and spark menu diversification. To find a new equilibrium between diners’ desire for a healthy diet and unique flavours, whether it is fusing different cuisines or as an authentic version, operators need to be precise with their market positioning and target demographics.

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Table of Content

In this report we answer the key questions:
Definition and report coverage

Executive Summary
Market drivers, trends, innovations
Healthy grains and oats are gaining traction
Experiential consumption
The consumer
Upscale taste
Figure 1: Eating at different venues, July 2014
Strong flavoured dishes are hard to replicate in home cooking
Figure 2: Interest in food preparation methods, July 2014
Proud of local culture and specialities
Figure 3: Interest in Chinese cuisines, July 2014
Interest in affordable global culinary
Figure 4: Interest in international cuisines, July 2014
Target groups overview
Figure 5: Target groups, July 2014
Customisation leads to more healthy dining
Figure 6: Factors influencing purchase decision in restaurants, July 2014
Figure 7: Attitudes towards eating habit, July 2014
Glossary of goodness and the right nutrition for different period
Figure 8: Interest in benefits from daily diet, July 2014
What we think

Issues and Insights
Original and uniqueness gives ethnic foodservice operators an edge
The facts
The implications
Light portions, light flavours and veggies to feed the demand of sophisticated Chinese women
The facts
The implications
How to target Chinese men as rising causal diners
The facts
The implications
Farm to table trend and seasonal elements for wealthier diners
The facts
The implications

Trend Applications
Trend: Guiding Choice
Trend: Make it Mine
Trend: The Big Issue

Market Drivers, Trends and Innovations
Key points
Overview of current restaurant trends in China
Burger and pizza trends – the rise of artisan restaurants
The modern hypothesis: Rainbow clan (balanced lifestyle)
Healthy grains and oats are gaining traction
Attractive health food labels (with functional and nutritional benefits)
Moving towards fragmentation and character-driven
Eco-friendly marketing and sustainable lifestyle elements to re-energise foodservice image
Seasonable ingredients for menu innovation - farm to table trend
Fusion trend – East meets West
Fashion brands crossover
O2O (online to offline) development
Digital marketing strategies
Experiential consumption

The Consumer – Eating at Different Venues

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