外媒看中國 女人二十歲最愛吃零食大綱
We found that the snack industry in China has been growing at a steady clip of roughly 15% annual growth. It was worth more than 200 billion RMB in 2011, and it’s forecast to be worth 480 billion by 2018.
我們發現中國的零食產業正在以每年約15%的速度穩定增長。在2011年零食產業的規模已經超過了2000億元人民幣，預計到2018年，中國整個零食產業的規模將超過4800億元人民幣。
Is there any visible trend? What are the reasons behind that? What drive the growth?
是否有什麼明顯的發展趨勢？是什麼推動中國的零食產業發展？增長率的背後原因是什麼？
Although growth is still significant, it has seen a steady decline in the past decade. Since 2004, the growth rates for sweets and chocolates have declined to about 10% currently, and similarly, instant noodles are down, although they still remain at roughly 20% annual growth this year. Fruit juice and soft drinks have seen their growth rates halved in the last three years. So as you can see, though the snack industry is still strong, it is suffering from an overall downard trend. As mainland Chinese consumers especially begin to have higher income and greater awareness of health issues, they are buying fewer prepared foods and snacks. Whereas five or ten years ago, instant noodles were a cheap source of nourishment, consumers now have more income to spend on better foods, and consume snacks mostly for instant satisfaction or energy.
整個中國的零食產業雖然增長率依然喜人，但是在過去的十年裏，其增長速度已經開始有所穩步下降。相比2004年，甜食和巧克力市場的增長速度已經下跌了約10%，同樣方便麪雖然依然保持着20%左右的增長速度，但是增速在放緩。相比三年前，果汁和軟飲料銷量的增長速度下降了50%。由此可見，雖然中國的零食產業依然興旺，但是正面臨整體下行的趨勢。中國大陸的消費者收入增長，對健康的意識比以前更高，對預製食品和零食的購買量有所下降。在5-10年前，方便麪曾經是中國大陸許多人廉價的營養來源，但是現在消費者有更多收入，可以用於購買更好的食品，零食消費對於現在的中國消費者來說只是滿足一時口福或者是補充能量。
Research sugggests that in the below-40s demographic, 88.5% of interviewees feel that snacks don’t offer any nutrition, and are particularly wary of those containing saturated fats and sugars. We can expect to see two main developments; first of all, more local producers addressing the snack market, and secondly, more nutritious, low-fat and health-oriented snacks.
研究發現中國40歲以下被訪者中有88.5%認爲零食不能提供營養，並且對含有反式脂肪和糖類的零食尤其擔憂。可以預見的主要發展趨勢有兩條，首先，更多中國本土的製造商會進入零食市場；其次，會涌現出更多有營養、低脂的健康導向零食。
What kinds of snacks are more popular and who would buy more snacks?
哪種零食更受歡迎？哪些人購買的零食更多？
Generally, chocolates and potato chips are the most popular “foreign” snacks, while instant noodles remain very popular as well. The greatest consumer demographic are the 22-35s, especially the females, as they can both afford to buy their own snacks, and tend to have busy and work (or study) dominated lifestyles that don’t allow for much cooking. Teenagers and young children are also a very large consumer groups.
雖然方便麪的受歡迎程度依然不錯，但總的來說，巧克力和薯片是中國最受歡迎的“洋”零食。後兩者的消費者年齡在22-35歲之間，以女性居多。這個消費羣體既能夠自己購買零食，生活中工作或學習又佔去非常多的時間，沒有太多時間做飯。青少年和兒童也是很大的消費人羣。
Will imported products/multinational brands more popular in China?
進口商品和跨國品牌是否在中國更受歡迎？
Multinational brands dominate in China’s snack industry. The top 10 snack brands are Want-want, Kraft Foods, LIWAYWAY, DANONE, Wm Wrigley Jr Company, Dove, ORION, Xufuji and Jiashili. Of these brands, Wang-want and Xufuji are Taiwanese, accounting for 20% market share. Kraft Foods, LIWAYWAY, DANONE, Wm Wrigley Jr Company, Dove, ORION occupy 50% of the Chinese snack market together. Xufuji and Jiashili are domestic brands, and though they together account for 20%, they are still in the minority.
跨國企業確實佔領了中國的零食市場。目前排名前十位的零食品牌爲：旺旺、卡夫食品、上好佳、達能、箭牌糖果、德芙、好麗友、徐福記和嘉士利。其中臺灣品牌有旺旺和徐福記，市場份額佔到20%。卡夫食品、上好佳、達能、箭牌糖果、德芙和好麗友加起來佔50%市場份額。雖然徐福記和嘉士利是本土品牌，但是加起來才只有20%市場份額，依然屬於少數派。
However, some domestic brands have the potential to increase their market share in the future. For example, Le Conte, Dali and Qinqin, as these brands know the needs of Chinese consumers better than foreign brands.
不過未來其它本土品牌的市場份額有上升趨勢。例如金帝、達利和親親等，因爲這些廠商更懂得如何滿足中國消費者的口味，這正是外國廠商所欠缺的。
What’s the position of China in Asia in this industry?
中國在整個亞洲零食產業中的比重如何？
In 2013, the growth rate of exports and imports of Chinese snacks increased significantly, with Brazil, ASEAN (Association of Southeast Asian Nations) and America acting as the three biggest foods trade partner. However, overall, China doesn’t have the same reach as Japanese snack producers, for example. Chocolate is the most popular snack in the Pacific area, and since chocolate is one area where China does not have a significant contribution to make to the market, it’ll be in other areas that China’s exporters could grow.
2013年是中國零食進出口量激增的一年，巴西、東盟和美國是中國零食進出口三大貿易伙伴。不過總體看來，中國零食廠商還沒有達到日本廠商的水平。比如說，在太平洋地區，最受歡迎的零食是巧克力，但是中國廠商在巧克力市場上佔領的市場份額不是很多，所以，巧克力市場是中國零食出口的又一增長點。
