| BP2500315 |
| Baker Pacific Survey of Biscuit and Cake Manufacturers in China : January 2005 |
|
Full report £4,950 - or £1,800 excluding manufacturer details |
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This report covers: biscuit, biscuits, cookies, crackers, cream sandwich, wafer, chocolate, cake, swiss roll, pie, wheat, flour, sugar, biscuit lines, Meinke, Ima Forni, APV Baker, Baker Perkins,China,manufacturers,producers,retailing, production lines
Companies covered include: (see table below)
A detailed study of the 70 leading companies by industry specialists with over 20 years active presence experience in the China market. All the statistics and tables are original and never before published. These have been generated from detailed information on each company's products and production capability, based on native language interviews and site visits. The major manufacturers are assessed for their overall capability (on a scale of 1 to 10) which is determined in terms of capability in four areas: - product quality and range - distribution - production facilities - company and management Key products, production capacity, percentage utilisation, line details and ownership details are given for all the leading biscuit and cake firms. The report includes packaging pictures of over 300 products. The report covers trends in consumption, distribution, retail prices, growing market sectors, and overseas investment. Details are given of the major retail outlet chains for biscuits and cakes in China. Aimed at investors, suppliers and buyers, the report also includes a list of production lines installed in China by APV Baker (Baker Perkins), Ima Forni and Meinke.
EXECUTIVE SUMMARY
| China continues to achieve strong economic growth (over 7.0% year on year real GDP growth) and remains relatively isolated from many world economic problems. GDP growth in the first quarter of 2004 was RMB 2710.6bn, up 9.7% on the same period last year. Per capita income in the key cities such as Beijing, Shanghai and Guangzhou is growing strongly. Chinese consumers now spend over US$300 billion per year on food and beverages. The food retail industry and distribution systems nation-wide are rapidly developing and there is growth in consumption of all types of convenience foods. |
| The total consumption of biscuits and cakes in China remains low with a per capita annual consumption of approximately 0.79kgs. The sales of packaged biscuits and cakes continue to expand at the expense of the bulk market. The quality of products and packaging is now generally very high and several key market sectors are growing, particularly snack cakes, sandwich "crisps" and sandwich cookies. China remains a market where consumers do not have an established buying pattern for biscuits and are constantly seeking new products. Sales of new products can grow rapidly, for example, Chocopie, fresh pie, custard cake and biscuit snacks. There is, however, increasing competition, particularly from confectionery and snack products and the growth of bakery shops selling very low priced, but high quality bakery snack products including cookies and pastries. |
| There are several undeveloped market sectors, which represent excellent growth opportunities, including assortments, children's biscuits, chocolate biscuits and wafer and biscuit count lines. |
| The major retail chains such as Carrefour, Wal-Mart, Park n Shop, CRC continue to expand and a majority of young families in the main cities shop in supermarkets as opposed to traditional wet markets. This drives rationalisation in the baking industry and strong branding and promotion. The top fourteen biscuit makers now account for 33% market share with sales of over 330,000 tonnes per year, valued at Rmb 5.0 bn (US$ 600m). Several foreign companies have established leading positions in the biscuit and cake market, Kraft, Danone, Lotte, Orion, Kangshifu. In addition The Garden Company from Hong Kong has the second largest capacity for biscuits and cakes. However there remain some very large Chinese companies producing both packaged and bulk biscuits. These are now mainly private or shareholding companies and some have foreign investment, for example, Jessica, Dali, Shandong Navigable, Qing Yuan, each with capacity of more than 30,000 tonnes per year. |
| Distribution and money collection remain key problems in the industry. These factors lead most producers to concentrate on sales to specific regions. The most important region for biscuit and cake consumption is south China, with a population of 166 million, followed by greater Shanghai and greater Beijing and the growing coastal cities. |
| Production and packaging equipment is manufactured in China at low cost and this encourages entrepreneurial investment by Chinese and joint venture companies. These ventures often produce low cost "copies" of successful brands. This is a serious problem for many biscuit and cake producers as it drives retail prices lower and poor quality "copy" products damage the consumer's perception of the whole market sector. |
| China is a growing market for quality biscuits and cakes. This is an important, but difficult market opportunity. It is an essential market for any global or regional food company to monitor and understand and for most an important strategic investment. |
TABLE OF CONTENTS
Note: Pages 43 to 204 inclusive are not included in the shorter
report.
| Executive Summary 8 |
| Industry Background 10 |
| Recent history 10 |
| Changing industry structure 10 |
| Distribution 10 |
| Competition 10 |
| Brands 11 |
| Consumer Choice 11 |
| Cake, a new market sector 11 |
| Production and packaging machinery 11 |
| Market Definition 13 |
| Market sectors 13 |
| Biscuits 13 |
| Cakes 13 |
| Market data 13 |
| Market Size 14 |
| Biscuit consumption in China 14 |
| Product sectors 14 |
| § Cookies 14 |
| § Cakes 14 |
| § Crackers 14 |
| § Sandwich crisps and cookies 14 |
| § Hard sweet biscuits 14 |
| § Snack biscuits 14 |
| § Wafer 14 |
| Categories of biscuits 15 |
| Categories of cakes 15 |
| Leading brands 17 |
| Brands by market sector |
| Retail price data 18 |
| Retail prices of leading brands by market sector |
| Market Trends 20 |
| Summary 20 |
| Crackers 20 |
| Cookies 21 |
| Sandwich crisps and cookies 21 |
| Hard sweet biscuits 21 |
| Snack biscuits 21 |
| Wafer 21 |
| Infant biscuits 21 |
| Cake 22 |
| Long shelf life cake 22 |
| Fresh packaged cake 22 |
| Fresh unpackaged cake 22 |
| Biscuit and Cake Makers 23 |
| Summary 23 |
| Analysis of the top 14 biscuit manufacturers 24 |
| Analysis of production lines, capacity, products |
| Analysis of the top 6 cake manufacturers 24 |
| Analysis of production lines, capacity, products 24 |
| Assessment of capability 25 |
| Foreign Investment 28 |
| Korea 28 |
| Taiwanese 28 |
| Japanese 29 |
| Chinese companies 29 |
| Potential important new market entrants 29 |
| Distribution 31 |
| Regional markets 31 |
| South China 31 |
| Regional distribution 32 |
| Distribution channels 32 |
| Chinese retailing 33 |
| Supermarkets 33 |
| Grocery stores 33 |
| Advertising 34 |
| Transport 34 |
| Current issues 35 |
| World Trade Organisation 35 |
| GM crops 35 |
| Market access 35 |
| Bakery shops 36 |
| Return on investment 37 |
| Strengths, Weaknesses, Opportunities, Threats 38 |
| Strengths |
| Weaknesses |
| Opportunities |
| Threats |
| Forecasts 39 |
| Consumption |
| Key market sectors |
| Innovation |
| Retailing and Brands |
| The Global Market 40 |
| Biscuit consumption |
| Consumption of biscuits and wafers by country |
| Consumption of snack cakes by country |
| Company Profiles 41 |
| The following is a typical list of information contained in the company profiles |
| § Company name in English and Chinese |
| § Address and contact numbers |
| § Web site |
| § Contact name |
| § Product categories |
| § Key brands |
| § Certification, eg ISO9001 |
| § Commentary |
| § Key products |
| § Production capacity |
| § Estimated capacity used |
| § Production capability |
| § Production equipment |
| Company profiles: biscuit and cake makers |
| Arnotts Biscuits Ltd. 43 |
| Beijing Delliyana Food Co. Ltd. 44 |
| Beijing Meidan 45 |
| Beijing Jitiantin 45 |
| Boya Botong 47 |
| Dongguan Gang Lian Food Co. Ltd. 49 |
| Dongguan Golden Apple Food Co. Ltd. 51 |
| Dongguan Golden Fuji Food Co. Ltd. 52 |
| Dongguan Hsu Fu Chi Foods 53 |
| Dongguan Huamei Foods Co. Ltd. 55 |
| Dongguan Jia You Food Co. Ltd. 59 |
| Dongguan Kam Tai Co. Ltd. 60 |
| Dongguan Lap Chau Foodstuff Co. Ltd. 63 |
| Dongguan Yi Dong Foodstuff Co. Ltd. 66 |
| Four Seas Group 68 |
| Ezaki Glico 72 |
| Fujian Dali Group 73 |
| Fuma Group 73 |
| Gang Rong Foodstuff Development Co. Ltd. 77 |
| The Garden Company Ltd. 79 |
| Garden Li Hua 84 |
| Garren Biscuit Co. Ltd. 87 |
| Ginbis Four Seas (Shantou) Co. Ltd. 88 |
| Gong Yang Foodstuff Co. Ltd. 91 |
| Groupe Danone 147 |
| Guangdong Jiashili Group 93 |
| Guangzhou Jessica Food Products Co. Ltd. 97 |
| Guangzhou Oubao Food Co. 103 |
| Hai Tai Confectionery 105 |
| Hangzhou Kaida Biscuit Co. Ltd. 107 |
| Hebei Hualong Biscuit Corp. 108 |
| He Tian (Dotin) 109 |
| Hua Jia Food Co. Ltd. 72 |
| Jiangmen Danone Biscuits Co. 121 |
| Khong Guan (S) Ltd. 111 |
| Kotobuki Seika Co. Ltd. 117 |
| Kraft Foods 118 |
| Kum Ho Foods (Qingdao) Co. Ltd. 124 |
| Liwayway Group 127 |
| Lotte Confectionery 130 |
| Lotte Stone Foods Co. Ltd. 132 |
| Meidan Group 108 |
| Meiji Seika Kaisha 136 |
| Orion Food Co. Ltd. 139 |
| Qingdao Food Co. 139 |
| Qingdao Guliguo Food Co. 113 |
| Quanzhou Harvest Foodstuffs Co. Ltd. 142 |
| Shandong Navigable Food Co. Ltd. 145 |
| Shanghai Danone Biscuits Foods Co. 148 |
| Shanghai Ezaki Glico Foods Co. Ltd. 151 |
| Shanghai GT Nissin Food Co. Ltd. 155 |
| Shanghai President International Foods 159 |
| Shantou Maohuat Foodstuff Co. Ltd. 163 |
| Shenzhen Rungu Food Co. Ltd. 165 |
| Taishan Entally Enterprises 168 |
| Tianjin President International Food Co. Ltd. 170 |
| Tianjin Ting Yuan International Food Co. Ltd. 136 |
| Ting Hsien International (Kangshifu) 136 |
| Tong Yang Confectionery Co. Ltd. 174 |
| Uni-President Enterprises Corp. 129 |
| Universal Robina Corp. 178 |
| Want Want Holdings Ltd. 180 |
| Xian Food Factory 185 |
| Yantai Alliance Food Co. Ltd. 186 |
| Yat Hing (China) Co. 189 |
| Yi Shui Qing Yang 192 |
| Zhongshan Caesarwave 194 |
| Zhongshan Mei Hua Co. 196 |
| Zhongshan Weiss Biscuit Factory Ltd. 198 |
| Zhuhai Kaidoo & KiuXiu Food Co. Ltd. 201 |
| Company profiles: retail chains 205 |
| Carrefour 206 |
| China Resources Supermarket Co. 207 |
| Groupe Auchan 208 |
| Jusco Stores (Hong Kong) Co. 209 |
| Lianhua Supermarket Holdings 210 |
| Makro Asia Group 211 |
| Metro Jinjiang Cash & Carry Co. 212 |
| Park 'n' Shop 213 |
| 7-Eleven 214 |
| Tesco 215 |
| Wal-Mart 216 |
| Appendices 217 |
| China demographic data 219 |
| Population (Fifth National Census) |
| Major provinces and cities |
| China - background information 220 |
| Demographic data |
| Geography |
| Infrastructure |
| Political |
| China economic data 223 |
| GDP, retail sales, consumption and demand, fixed asset |
| investment, exports, imports, trade balance, reserves, debt, |
| exchange rate |
| China - economy 224 |
| Summary |
| Economic development |
| Gross domestic product |
| Trade and investment |
| China market data 226 |
| Summary of Friedl Business Information Report |
| Retailing in China 228 |
| Leading Biscuit Makers 229 |
| Summary of data on 40 leading companies |
| Location, company type, employees, no. of production lines, |
| imported/Chinese equipment, capacity, usage, sales volume, |
| product categories |
| Leading Cake Makers 231 |
| Summary of data on 13 leading companies |
| Process description - biscuits 232 |
| Process |
| Biscuit types |
| Soft dough cookies |
| Hard sweet biscuits |
| Crackers |
| Wafer |
| Packaging |
| Investment |
| Project cost |
| Process description - cakes 235 |
| Process |
| Types of cake |
| Snack cakes |
TABLE OF FIGURES
Note: Diagrams 4 to 38 inclusive are not included in the shorter
report.
| Table 1 Biscuit consumption per head 14 |
| Table 2 Biscuit product sector share 15 |
| Table 3 Retail price data of leading supplier products 18 |
| Table 4 Major biscuit makers, with number of production lines and capacity in tonnes 24 |
| Table 5 Global biscuit and wafer maket, tonnes/year 40 |
| Table 6 Global snack cakes market, tonnes/year 40 |
| Table 7 China demographics 219 |
| Table 8 China age breakdown 220 |
| Table 9 China economic indicators 223 |
| Table 10 China GDP 225 |
| Table 11 Leading biscuit manufacturers - employees, lines, capacity, usage, sales 229 |
| Table 12 Leading cake manufacturers - employees, lines, capacity, usage, sales 231 |
| Table 13 Investment cost for biscuit lines 234 |
| Table 14 Investment cost for cake lines 236 |
| Diagram 1 Map of China 1 |
| Diagram 2 Volume v capability scatter chart of top biscuit makers 26 |
| Diagram 3 Volume v capability scatter chart of top cake makers 27 |
| Diagram 4 Beijing Delliyana product packaging photos 45 |
| Diagram 5 Dongguan Gang Lian product packaging photos 50 |
| Diagram 6 Dongguan Hsu Fu Chi product packaging photos 54 |
| Diagram 7 Dongguan Huamei product packaging photos 58 |
| Diagram 8 Dongguan Kam Tai product packaging photos 62 |
| Diagram 9 Dongguan Lap Chau product packaging photos 65 |
| Diagram 10 Dongguan Yi Dong product packaging photos 67 |
| Diagram 11 Four Seas product packaging photos 71 |
| Diagram 12 Gang Rong product packaging photos 78 |
| Diagram 13 The Garden Company product packaging photos 82 |
| Diagram 14 Garden Li Hua product packaging photos 86 |
| Diagram 15 Ginbis product packaging photos 90 |
| Diagram 16 Guangdong Jiashili product packaging photos 95 |
| Diagram 17 Guangzhou Jessica product packaging photos 100 |
| Diagram 18 Hai Tai product packaging photos 106 |
| Diagram 19 Khong Guan product packaging photos 115 |
| Diagram 20 Kraft Foods product packaging photos 122 |
| Diagram 21 Kum Ho product packaging photos 126 |
| Diagram 22 Liwayway product packaging photos 129 |
| Diagram 23 Lotte Stone product packaging photos 134 |
| Diagram 24 Meiji Seika Kaisha product packaging photos 138 |
| Diagram 25 Quanzhou Harvest product packaging photos 144 |
| Diagram 26 Ezaki Glico product packaging photos 154 |
| Diagram 27 GT Nissin product packaging photos 157 |
| Diagram 28 President International product packaging photos 162 |
| Diagram 29 Maohuat product packaging photos 164 |
| Diagram 30 Kangshifu product packaging photos 172 |
| Diagram 31 Orion product packaging photos 177 |
| Diagram 32 Universal product packaging photos 179 |
| Diagram 33 Yantai product packaging photos 188 |
| Diagram 34 Yat Hing product packaging photos 191 |
| Diagram 35 Zhongshan Caesarwave product packaging photos 195 |
| Diagram 36 Mei Hua product packaging photos 197 |
| Diagram 37 Weiss Biscuit Factory product packaging photos 200 |
| Diagram 38 Kaidoo & KiuXiu product packaging photos 203 |
| Diagram 39 China regional map 219 |
SAMPLE COMPANY ENTRY
Chinese characters are given in the report for names and addresses
as well.
| Company name: | Ginbis Four Seas Foods (ShanTou) Co., Ltd |
| Product categories: | Snack biscuits |
| Key brands: | Ginbis |
| Employees: | 100 |
| Key Products: | Animal Crackers |
| Production capacity: | 4,000 tonnes per year |
| Actual production: | 2,000 tonnes per year |
| Production capability: | Crackers with printing |
| Production equipment: | One cracker line 1.0m x 50m, ex Ginbis Japan |
| Commentary | |
| Ginbis established a joint venture with a Hong Kong investor, Four Seas. (Ginbis have 97% share). A manufacturing facility was set up in Shantou for their snack product "Animals". The product is marketed in south China and Hong Kong. Ginbis have strong brands in Japan and the technical and commercial capability to expand in the China market. | |
| Assessment of capability | |
| Capability | |
| Product quality and range | 2 |
| Distribution | 2 |
| Production facilities | 1 |
| Company and Management | 2 |
| Total | 7/10 |
| Address: | (Chinese characters given) |
| Tel. | 0754 2541380 |
| Fax. | 0754 2541943 |
| Contact name: | Hiroshi Dakunuma |
LIST OF COMPANIES
| Arnotts Biscuits Ltd. |
| Beijing Delliyana Food Co. Ltd. |
| Beijing Meidan |
| Beijing Jitiantin |
| Boya Botong |
| Dongguan Gang Lian Food Co. Ltd. |
| Dongguan Golden Apple Food Co. Ltd. |
| Dongguan Golden Fuji Food Co. Ltd. |
| Dongguan Hsu Fu Chi Foods |
| Dongguan Huamei Foods Co. Ltd. |
| Dongguan Jia You Food Co. Ltd. |
| Dongguan Kam Tai Co. Ltd. |
| Dongguan Lap Chau Foodstuff Co. Ltd. |
| Dongguan Yi Dong Foodstuff Co. Ltd. |
| Four Seas Group |
| Ezaki Glico |
| Fujian Dali Group |
| Fuma Group |
| Gang Rong Foodstuff Development Co. Ltd. |
| The Garden Company Ltd. |
| Garden Li Hua |
| Garren Biscuit Co. Ltd. |
| Ginbis Four Seas (Shantou) Co. Ltd. |
| Gong Yang Foodstuff Co. Ltd. |
| Groupe Danone |
| Guangdong Jiashili Group |
| Guangzhou Jessica Food Products Co. Ltd. |
| Guangzhou Oubao Food Co. |
| Hai Tai Confectionery |
| Hangzhou Kaida Biscuit Co. Ltd. |
| Hebei Hualong Biscuit Corp. |
| He Tian (Dotin) |
| Hua Jia Food Co. Ltd. |
| Jiangmen Danone Biscuits Co. |
| Khong Guan (S) Ltd. |
| Kotobuki Seika Co. Ltd. |
| Kraft Foods |
| Kum Ho Foods (Qingdao) Co. Ltd. |
| Liwayway Group |
| Lotte Confectionery |
| Lotte Stone Foods Co. Ltd. |
| Meidan Group |
| Meiji Seika Kaisha |
| Orion Food Co. Ltd. |
| Qingdao Food Co. |
| Qingdao Guliguo Food Co. |
| Quanzhou Harvest Foodstuffs Co. Ltd. |
| Shandong Navigable Food Co. Ltd. |
| Shanghai Danone Biscuits Foods Co. |
| Shanghai Ezaki Glico Foods Co. Ltd. |
| Shanghai GT Nissin Food Co. Ltd. |
| Shanghai President International Foods |
| Shantou Maohuat Foodstuff Co. Ltd. |
| Shenzhen Rungu Food Co. Ltd. |
| Taishan Entally Enterprises |
| Tianjin President International Food Co. Ltd. |
| Tianjin Ting Yuan International Food Co. Ltd. |
| Ting Hsien International (Kangshifu) |
| Tong Yang Confectionery Co. Ltd. |
| Uni-President Enterprises Corp. |
| Universal Robina Corp. |
| Want Want Holdings Ltd. |
| Xian Food Factory |
| Yantai Alliance Food Co. Ltd. |
| Yat Hing (China) Co. |
| Yi Shui Qing Yang |
| Zhongshan Caesarwave |
| Zhongshan Mei Hua Co. |
| Zhongshan Weiss Biscuit Factory Ltd. |
| Zhuhai Kaidoo & KiuXiu Food Co. Ltd. |
| Company profiles: retail chains |
| Carrefour |
| China Resources Supermarket Co. |
| Groupe Auchan |
| Jusco Stores (Hong Kong) Co. |
| Lianhua Supermarket Holdings |
| Makro Asia Group |
| Metro Jinjiang Cash & Carry Co. |
| Park 'n' Shop |
| 7-Eleven |
| Tesco |
| Wal-Mart |
Text © 2005 Baker Pacific
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Last updated by Amanda Porteous July 2004
