Savory Snacks in China 2009-2014.pdf
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1、 Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai, UAE
2、 t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: China - Savory Snacks 0099 - 0199 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Pag
3、e 1 INDUSTRY PROFILE Savory Snacks in China Reference Code: 0099-0199 Publication Date: October 2010 EXECUTIVE SUMMARY China - Savory Snacks 0099 - 0199 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value The Chinese savory snacks
4、 market grew by 6% in 2009 to reach a value of $3,582.8 million. Market value forecast In 2014, the Chinese savory snacks market is forecast to have a value of $4,678.5 million, an increase of 30.6% since 2009. Market volume The Chinese savory snacks market grew by 4.4% in 2009 to reach a volume of
5、897.8 million kilograms. Market volume forecast In 2014, the Chinese savory snacks market is forecast to have a volume of 1,081.1 million kilograms, an increase of 20.4% since 2009. Market segmentation I Nuts a trend that weakens supplier power. Similarly, many market players manufacture ingredients
6、 such as flavorings. While consumer preferences must be catered for, players can mitigate the impact of changing raw material prices by diversifying their product mix - for example, producing both potato chips and corn chips. Overall, supplier power is assessed to be moderate in the Chinese savory s
7、nacks market. FIVE FORCES ANALYSIS China - Savory Snacks 0099 - 0199 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 18 New entrants Figure 9: Factors influencing the likelihood of new entrants in the savory snacks market in China, 2009 Source: Datamonitor D
8、A T A M O N I T O R The Chinese savory snacks market has presence of large multinationals such as PepsiCo. These companies have developed and acquired extensive product portfolios, and built brands with large marketing and advertising budgets. A new entrant may find it difficult to differentiate its
9、 products, although some smaller players have succeeded by emphasizing artisanal production techniques or unusual ingredients (for example Kettle Foods offers hand-cooked potato chips, and chips made from root vegetables). New entrants may also be able to take advantage of emerging trends in Western
10、 countries, with consumers becoming increasingly focused on healthy eating and organic food, and the demand for convenience food continues to grow as a result of consumers time pressed modern lifestyles. Gaining access to distribution channels may be difficult as retail space is a finite resource, w
11、hich means that new entrants must persuade the stores to replace established brands to make way for a new product. Overall, the likelihood of new entrants is moderate. FIVE FORCES ANALYSIS China - Savory Snacks 0099 - 0199 - 2009 Datamonitor. This profile is a licensed product and is not to be photo
12、copied Page 19 Substitutes Figure 10: Factors influencing the threat of substitutes in the savory snacks market in China, 2009 Source: Datamonitor D A T A M O N I T O R Retailers are compelled to cater to consumer demands, and therefore sales of savory snacks are threatened by many substitutes, incl
13、uding confectionery, fruit, and beverages. All these products are available at relatively similar prices, and therefore it is not costly for a retailer to switch to substitutes. For example a retailer might stock more confectionery products and fewer potato chips. The fast spreading consciousness fo
14、r healthy, sugar and salt free meals influences the snacks market. More people are switching to healthier options, like fruits. Moreover, compared to savory snacks, the substitutes can have benefits such as easier display (for example it is relatively easy to display compact candy bars than fluffy p
15、acks of potato chips). However there are also some disadvantages, for example fruits often require chilled display, and its shorter lifetime means that it is less able to ride out small fluctuations in consumer demand. Overall, there is a strong threat from substitutes. FIVE FORCES ANALYSIS China -
16、Savory Snacks 0099 - 0199 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 20 Rivalry Figure 11: Drivers of degree of rivalry in the savory snacks market in China, 2009 Source: Datamonitor D A T A M O N I T O R The Chinese savory snacks market has the presence
17、 of large multinationals such as PepsiCo and Calbee Foods. The leading players tend to offer a diverse range of savory snacks products, and may operate in other business areas as well. This diversification defends their performance against competition pressures in any one market. Fixed costs are hig
18、h in this market, as most companies own large production facilities, and the need to divest such assets on exiting the Chinese market constitutes an exit barrier and increases rivalry to a certain degree. The majority of these companies are geographically diversified which weakens rivalry to some ex
19、tent. The strong market growth in recent years also eases rivalry to a certain degree. Overall, there is a moderate degree of rivalry in the market. LEADING COMPANIES China - Savory Snacks 0099 - 0199 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 21 LEADING
20、 COMPANIES Pepsico, Inc. Table 6: Pepsico, Inc.: key facts Head office: 700 Anderson Hill Road, Purchase, New York 10577, USA Telephone: 1 914 253 2000 Fax: 1 914 253 2070 Website: Financial year-end: December Ticker: PEP Stock exchange: New York Source: company website D A T A M O N I T O R PepsiC
21、o is one of the leading global beverage, snack and food companies. It manufactures, markets, and sells a variety of salty, sweet and grain-based snacks; and carbonated and non-carbonated beverages in approximately 200 countries across the world. The company has its largest operation in North America
22、 (the US and Canada), Mexico and the UK. PepsiCo operates through three business units: PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB), and PepsiCo International (PI). The companys three business units are further divided into six reportable segments: Frito-Lay North America (FLNA),
23、Quaker Foods North America (QFNA), Latin America Foods (LAF), PepsiCo Americas Beverages (PAB), Europe, and Asia, Middle East and Africa (AMEA). The companys PAF business division includes FLNA, QFNA, and LAF, including Sabritas and Gamesa businesses in Mexico. FLNA markets and distributes branded s
24、nacks. These snacks include Lays potato chips, Doritos tortilla chips, Tostitos tortilla chips, Cheetos cheese flavored snacks, Fritos corn chips, branded dips, Ruffles potato chips, Quaker Chewy granola bars, and Sun Chips multigrain snacks. In addition, FLNAs joint venture with Strauss Group produ
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