Are you curious about the baked goods in Sial shenzhen? Recently, at the forum organized by China Bakery & Confectionery Industry Association (CBFIA) and Beijing Bekirui Exhibition Service Co., Ltd, Sullivan, an internationally renowned consulting firm, and Anjia Specialty Dairy released the "Analysis of the Current Situation and Future Trends of China's Bakery Market in the Post-Epidemic Era" (hereinafter referred to as the "Report"). Mr. Zhang Gejian, Partner and Managing Director of Sullivan Greater China, and Ms. Zhang Xiaojing, Executive Director of Sullivan Greater China, interpreted the report at the forum.

The report provides an in-depth interpretation from four perspectives: bakery industry overview, bakery enterprises' operational performance, bakery enterprises' R&D analysis and consumer insights, exploring the industry changes, channel potentials, consumers' concerns and market opportunities under the current situation, and providing professional data and guidance on bakery enterprises' innovation and upgrading, low-carbon transformation, market expansion, digital marketing, etc. The report points out that China's bakery industry is showing a trend of "low carbon transformation" and "high carbon transformation".

China's bakery industry has shown five development trends: First, bakery products are diversified, healthy, snackable and interesting to meet the changing needs of young consumers. Secondly, bakery enterprises are committed to researching and developing higher quality raw materials and healthy ingredients that are both functional and nutritious, which are organically combined with baked goods. Third, multi-channel digital marketing + live broadcasting, online consumption has become the new trend of marketing. Fourthly, baking channels are diversified, new Chinese style leads the industry growth, baking cross-border new forces continue to extend. Fifth, under the "Carbon Peak" and "Carbon Neutral" plans, it is expected that China's bakery industry will gradually practice low-carbon production concepts from the upstream in the future.

According to the report, the R&D trends of Chinese bakery enterprises include rejuvenation, product innovation, seasonal R&D, bakery black technology, industrialization 2.0, low carbon and environmental protection. Rejuvenation becomes mainstream. In order to cater to the needs of Generation Z, the main consumer group, the interviewed bakery head brands focus on upgrading the appearance of their products, trendy and healthy, and are committed to making bakery food a "fashionable" carrier in young people's consumption. Product innovation is indispensable. Consumption upgrading has prompted the interviewed companies to raise their requirements for R&D iteration of food ingredients, product diversity, taste and functionality; Chinese bakery categories are rich and diverse, and in recent years, the rise of new Chinese bakery brands and the national trend has become one of the major growth points of the bakery industry. Seasonal R&D comes to the forefront. The use of fresh seasonal ingredients to develop seasonal or holiday-exclusive products is the seasonal R&D focus of the interviewed bakery companies. Among them, mooncakes, as traditional Chinese seasonal baked goods, are the key category for baking seasonal R&D. The overall market size maintains a slight increase, with sales of head brands growing, and ambient mooncakes will remain mainstream.

Baking black technology on the agenda. As consumers' demand for functional bakery products increases, raw materials such as lactic acid bacteria, probiotics, collagen and other "black technology" have become another possibility for new product research and development. Industrialization 2.0 is maturing. In the future, the overall industrialization of the baking industry will continue to improve, and industrialization 2.0, represented by industrialized semi-finished products + store baking and decoration, is expected to be the best solution to balance the production efficiency and quality of products.

Low-carbon and environmental protection is always present. The bakery industry actively responds to the "14th Five-Year Plan", and low carbon and environmental protection are incorporated into the consideration standards of raw materials and processes. In the bakery industry, the focus of low carbon and environmental protection is on the upstream livestock industry and production process, for which leading companies in the industry have launched relevant carbon neutral research. The report also focuses on consumer insights, comprehensively analyzing the consumer psychology and consumption habits of bakery consumers from the perspectives of consumer profiles, main consumption purposes of bakery products, main consumption scenes and time periods, shelf-life preference, purchase channels, single purchase price range and purchase frequency, as well as preferences for bakery products' tastes, textures, flavors, and functionalities, and consumers' awareness of dairy and vegetable milk fats.

In terms of consumers' age, gender, occupation and average monthly household income, the main consumer groups of bakery products are post-90s and post-00s, female consumers, school students and white-collar workers, and the age structure has been trending towards youth in recent years.

From the perspective of shelf-life preference, consumers prefer fresh and short-term bakery products, with more than half of the consumers choosing the same-day ready-to-eat and short-term bakery products in the three categories of bread, cake and dim sum. The concept of fresh food in the bakery consumption market is significant, and consumers are more inclined to buy Chinese dim sum when purchasing bakery products with a relatively longer shelf-life.

From the perspective of purchasing channels, head bakery enterprises have strengthened online ordering system, online channel growth rate is significant, mainly through e-commerce platform and takeaway platform to reach consumers, the overall bakery online channel purchasing accounted for about 30%; offline bakery chain bakery is still the most important purchasing channel for bakery products.

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