Compared with traditional breakfast, baked goods such as bread have become the first choice for breakfast of more and more consumers because of their ready-to-eat and rich variety. Mei An, the person in charge of baking in a supermarket, told reporters that now their supermarket has a baking sales area, and the sales of baked goods have been increasing in recent years.
Mei An, the person in charge of Shenzhen regional baking of Boxma Xiansheng: Our bread unit price ranges from 10 to 15, which is a relatively popular price range. The unit price of cakes ranges from 15 to 20, which is quite popular. At present, customers' consumption groups are probably post-80s and post-90s, and our baking sales have increased by 30% compared with last year.
In addition to breakfast, baked goods began to appear on the table for lunch and afternoon tea. In recent years, large and small bakery shops have sprung up like mushrooms after rain, and the bakeries in the streets and alleys have become an indispensable beautiful scenery in the city. Peng Xin, who founded a tea brand store in Shenzhen four years ago, has rapidly expanded to the whole country in the form of "tea plus soft European bags". Now he has opened more than 200 stores in nearly 30 cities across the country, and the sales of baked goods have grown rapidly.
Peng Xin, founder of Naixue's tea brand: We will choose to test which flavors our users prefer this month. After a month, we will drop a few, then keep what customers like and change some new flavors. The turnover of our whole bakery products also increased by 300% to 500% at this turnover.
In recent years, thanks to the upgrading of residents' consumption, China's baking industry has ushered in a new stage of development, and the market scale has been expanding. According to the statistical data of China Baking Industry Brand Competition and Consumer Demand Investment Forecast and Analysis Report issued by Prospective Industry Research Institute, the market size of baking industry in China in 20 17 is about14,070.5 billion yuan, and it is increasing year by year. To 20 187889 billion yuan, and 20655. It is preliminarily estimated that the market size of China baking industry will exceed 200 billion yuan, reaching about 203.3 billion yuan.
20 13-20 18 China baking industry market size statistics and forecast.
Data source: compiled by Prospective Industry Research Institute.
With the expansion of consumer groups, the market share of baked goods in China has increased rapidly in recent years. According to the prediction of China Bread Consumers Association, the sales revenue of baking industry in China is expected to reach 550 billion yuan in 2020, and the compound annual growth rate of baking industry will reach 45% by 2025.
Hua Tao, Executive President of Shenzhen Retail Business Association: The post-90s and post-80s are actually more international, so our demand for baked goods is greater than before. Then, coupled with the current consumption upgrade, we actually have new requirements for the content of consumption, including the form of content, so the baking industry can just meet this demand, so the baking consumption has grown rapidly in recent years.
New retail of cold chain distribution in internet plus promotes the rapid rise of baked goods.
In recent years, driven by consumption upgrading, bakery products are becoming more and more abundant. Peng Xin told reporters that the traditional baking products mainly include bread, cakes and biscuits. Now, the variety of their baked products is growing exponentially, which is mainly due to their efforts in product innovation.
Peng Xin, founder of Naixue's tea brand: Men, women and children actually eat bread products, because we use this kind of European bread dough, which is low in sugar and oil, but we add fresh vegetables and fruits, as well as cheese, to make it have milk flavor and various flavors.
In recent years, the baking industry has developed rapidly. According to the data commented by Meituan, innovative bread products represented by dirty buns, doughnuts and pineapple buns occupied the top ten most popular bread products list of bakery food stores in 20 18.
Song Yang, vice president of the College of Catering: With the demand of a new generation of consumers for healthy meals, the production of bread and dessert has also been upgraded. First, it develops into healthy and nutritious foods, mainly fat-free, low-fat, low-calorie, sugar-free and low-sugar foods, and then develops into functional foods, and finally develops into beauty and beauty.
Wu Xianyong, President of Happiness Cake: With the development of mobile Internet take-out, including the rapid development of WeChat ecosystem, it is very convenient for consumers to place orders online and deliver them to their homes. At the same time, it can provide consumers with the freshest and delicious cakes through cold chain distribution. The delivery service emphasizes fresh and punctual delivery, which is very convenient for consumers.
Baked products have a long history in China's food industry. In the past, the shelf life of baked products was generally six months or nine months, which led to insufficient freshness and single taste. Nowadays, with the rise of cold chain transportation and other distribution methods, all kinds of delicious baked goods can be purchased at any time, and the popularity of baking industry has also driven the sales of related raw materials.
Li Yongquan, Marketing Manager of Consumer Goods Division of JD.COM Retail Group: Baking raw materials also have a seasonal product feature, which will also bring explosive growth in sales during some major commercial activities during the Spring Festival, Mid-Autumn Festival and Christmas. Since 20 17, the baking materials of our JD.COM platform have maintained an average year-on-year growth rate of over 70%.
China's per capita consumption of baked goods is still increasing, and social capital is accelerating.
The huge market prospect of baking industry has attracted more and more social capital to join. Liang Youyu, who has been engaged in baking training in Shenzhen for more than ten years, has trained a large number of practitioners for the baking industry. Now, Liang Youyu and his team have begun to invest a lot of money to open baking shops all over the country.
Liang Youyu, co-founder of Shenzhen Sweet Time Training Institute: By the end of this year, we will open six model stores to test the water market. If you invest, according to the single store, you will probably invest 1.5 to 2 million. At present, the total investment of our six stores is about10 million yuan. If we plan for five years, we will open 1000 stores.
After years of development, the baking industry in China has gradually transitioned from the initial stage, the market cultivation stage and the market recognition promotion stage to the brand concentration stage. In the face of the rapidly rising baking market, many dairy companies have also begun to acquire small and medium-sized baking food production enterprises.
What is the general manager of Bright Dairy Cowshed Food Co., Ltd.? After the baking enterprise merged into Bright Dairy, it brought many advantageous resources to the baking enterprise. For example, dairy products and ice cream are all sold in stores, so the types of baked products are more abundant. In the baking flagship store in the future, all baking products are based on dairy high-quality baking raw materials, which will help improve the quality, give play to brand advantages and at least double the promotion of store sales.
Social capital continues to enter the baking industry, which makes the orders of baking food enterprises grow continuously. In recent years, some domestic food enterprises have not only accelerated the transformation from food production to intelligent manufacturing, but also brought forth new ideas in the types of baked goods. The growth of baked goods business income plays an increasingly important role in food enterprises.
Executive Deputy General Manager of Yangpuzi Food Co., Ltd.: In 20 18, the company's main business income increased by 46.8% year-on-year, and the core benefited from the rapid growth of baked products, among which the baked products increased by more than 200%, achieving a taste close to 7 days within the 58-day shelf life. Up to now, 3,000 supermarkets have been launched, and the sales volume has increased significantly year-on-year. It will be implemented in 50,000 supermarkets nationwide in the future.
In recent years, the growth of baked goods in China is rapid. According to the data of Prospective Industry Research Institute, in 20 17, the national per capita consumption of baked goods reached 6.9 kg, up 8.66% year-on-year. However, compared with developed countries and Taiwan Province Province of China, the per capita consumption of baking products in Chinese mainland is still low, and the baking industry still has great development potential.
Per capita consumption statistics of baked goods in China in 20 13-20 18 years.
Data source: compiled by Prospective Industry Research Institute.
Yang Qiyu, Senior Technical Director of Shenzhen Sweet Time Training Institute: When I came here five years ago, the baking industry in China just started, and now it is growing rapidly every year. Now we can see bakeries at every intersection in some big cities. I think in China, it will grow rapidly in two to three years, and then the growth rate will stabilize.
For more data sources and analysis, please refer to the Forecast and Analysis Report on Brand Competition and Consumer Demand Investment in China Baked Food Industry issued by Forward-looking Industry Research Institute, which also provides solutions such as industrial big data, industrial planning, industrial declaration, industrial park planning and industrial investment promotion.