Sweet Biscuits, Snack Bars and Fruit Snacks in China

PROSPECTS

Saturation halts expansion of cookies

Cookies expanded rapidly over the first half of the review period as distribution of leading brands like Danisa and Kjeldsens was extended to third- and fourth-tier cities in China, and new entrants such as Landy Castle were attracted by the category’s booming popularity. However, current value sales subsequently declined in 2017 as saturation increased and manufacturers found that consumer interest in the category quickly cooled in the absence of innovation.

Wafers sees strong demand for healthier and savoury products

Despite bearish conditions within sweet biscuits, wafers recorded strong current value sales growth in 2018. This was partly due to the success of manufacturers in catering to the growing preference for savoury flavours, which many consumers perceive as being healthier than sweeter options.

Price hikes fuel dynamic performance of fruit snacks in value terms

Positioned as naturally healthy products, fruit snacks are generally perceived as a healthier alternative to other types of snacks that are high in artificial additives. However, because fruit snacks are also regarded as being high in sugar, this category only recorded modest growth in retail volume sales in 2018.

COMPETITIVE LANDSCAPE

Oreo relaunch proves successful for sweet biscuits leader Mondelez

Mondelez continued to lead sweet biscuits in value terms in 2018. In 2017 the company relaunched its signature brand Oreo with a series of innovative marketing initiatives designed to attract younger consumers.

Nabati benefits from strong performances of wafers and internet retailing

Nabati Group remained one of the most dynamic players in sweet biscuits, snack bars and fruit snacks in current value growth terms in 2018. This was mostly due to the buoyant performances of its core product category and distribution channel, namely wafers and internet retailing.

Expansion of You Yi Jia hits a plateau

After several years of rapid expansion, You Yi Jia (Shanghai) Food Trading Co Ltd saw growth in its overall current value sales within sweet biscuits slow sharply towards the end of the review period. This was primarily because its most successful sweet biscuits brand, Danisa, recorded current value sales declines in 2017 and 2018 as the category approached saturation point and demand for gift packs cooled.

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