Industry Report - Bread and Bakery Product Manufacturing in China.pdf
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1、CONTENTS Error! No text of specified style in document. November 2011 | 1-800-330-3772 | IBISWorld Industry Report 1411 Bread high levels of foreign investment and large numbers of foreign-funded enterprises that promoted technological improvements in the industry; WWW.IBISWORLD.COM.CN Bread and c
2、onsumer preferences for high-quality products, which increased product quality and prices. In 2009, challenging economic conditions hindered growth for many industries. However, demand for bread and bakery products continued to be strong as these items have become daily necessities for many consumer
3、s, especially in urban areas. High industry output, strong demand and steady prices in 2008 resulted in revenue increasing by 52.9%. Strong industry conditions in the previous year fuelled substantial growth as domestic demand increased rapidly. Output, profitability and trade Bakery output increase
4、d from 429,300 tons in 2005 to 1.5 million tons in 2010, representing annualized growth of 28.5%. In 2011, bakery output is expected to increase by 21.5% to 1.83 million tons. This growth was stimulated by strong domestic demand and the entry of foreign and private investment. Foreign competitors pr
5、omoted product diversification in terms of variety, packaging, quality and flavor. Relatively low entry barriers and high profitability attracted many new entrants to the industry over the past five years, which contributed to increased output. Industry profitability varies according to the size and
6、 product type of industry firms. The profitability of some large enterprises, especially foreign-investment enterprises, is higher than smaller manufacturers. Profitability for foreign bakeries tends to be greater than traditional Chinese bakeries. Profit is also influenced by raw material prices, w
7、hich have been increasing. Intensifying competition between enterprises and high input prices has weakened profit margins. The share of exports and imports is small in this industry. Exports increased rapidly before 2006 due to greater production capacity. Many foreign companies set up production fa
8、cilities in China during this time, with the aim of developing the nations large potential market for the future; these enterprises sell to the domestic market and export bakery goods. In 2008, an incident involving the illegal use of melamine in milk products caused a rapid fall in consumer confide
9、nce for food exported from China. Melamine was added to products to give the appearance of increased protein. The organic base causes renal and urinary problems, which affected an estimated 300,000 people, many of them children and babies. Due to this incident, exports as a share of revenue are expe
10、cted to decrease from 8.2% in 2007 to 3.4% in 2011. Imported industry products are mainly high-end bread and bakery goods. Imports satisfy only a small share of domestic demand due to the growing ability of local manufacturers to produce items domestically. Imports increased at an annualized rate of
11、 23.6% during the five-year period, with very strong growth in 2008 and 2009. However, due to a combination of more enhanced manufacturing capabilities of domestic firms, import growth is expected to slow in 2011. Despite positive growth trends over the past five years, the industry did face some im
12、portant challenges, including an imbalance in the geographic spread of manufacturers across the country, especially between the eastern and western regions; technology and management levels that lag behind the industrys advanced international competitors; and a lack of development of traditional Chi
13、nese products. WWW.IBISWORLD.COM.CN Bread bakery goods contain nutritional elements such as calcium, iron and vitamins. The medium and high-end market segments will account for a greater share of total revenue, while the size of the low-end segment will decline, especially in urban areas. However, t
14、he low-end market will continue developing, in volume terms, in less-developed regions of China with lower per capita incomes. Developing trends Manufacturers and consumers alike will continue to become more aware of food safety, and those players with a good reputation and brand image will gain mar
15、ket share. Industry competition is expected to become more intense over the next five years. Many small manufacturers may be forced to exit the industry, while larger players will develop economies of scale by expanding production facilities, chain stores and franchises. Competition between foreign
16、and domestic enterprises will also intensify; foreign companies will vigorously promote their products and domestic firms will work on improving product quality. The management level of the industrys enterprises will improve, especially for large enterprises with a number of chain stores. Innovation
17、 and development of new products will strengthen to meet increasing consumer requirements. A wide variety of products will therefore appear on the market. WWW.IBISWORLD.COM.CN Bread Suzhou bakeries (Jiangsu province); Beijing bakeries; Sichuan bakeries (Sichuan province); Qin bakeries (Shaanxi provi
18、nce) and Jin bakeries (Shanxi province). According to different manufacturing techniques, Chinese bakery products can also be divided into baked, deep-fried and stewed segments. Traditional festivals and holidays in China have a great influence on market demand for bakery goods. For example, around
19、the middle of autumn people consume large amounts of mooncakes. The traditional bakery products of this industry, such as mooncakes, have developed new tastes and characteristics over time. Despite this, traditional Chinese bakeries achieve lower profitability compared with foreign bakeries. Foreign
20、 bakeries developed rapidly in China with the entry of foreign enterprises and their expansion of chain stores and franchises. Market share and sales revenue of foreign bakeries have increased in recent years as they continue to develop their products and offer wider varieties. Foreign bakery produc
21、ts can be divided into desserts, cakes and pastry. Bread accounts for a relatively small share of total revenue, although demand is increasing substantially as more Chinese consumers adopt western- style diets. Bread varieties available in China have also increased in recent years. WWW.IBISWORLD.COM
22、.CN Bread the supply of new products has stimulated demand. In recent years, with more people studying or working longer hours, there has been a shift away from traditional cooking and eating out. Traditional eating habits are being replaced with western-style diets that consist of more bakery produ
23、cts and bread; most prevalent among younger generations. Major Markets Supermarkets 39.2% Chain stores 33.8% Food retailers 16.0% Other 7.6% Exports 3.4% Supermarkets are the largest distribution channel of bread and bakery products in China. Supermarkets provide consumers with a wide range of low-c
24、ost products; this convenience gives them a major competitive advantage in the market. Franchised bakeries have developed rapidly over the past five years. Many large firms, particularly foreign enterprises, have established franchises to promote sales and brands; the number of these enterprises has
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