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The Chocolate Market in China Flanders Investment & Trade Market Survey

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The Chocolate Market in China Flanders Investment & Trade Market Survey THE CHOCOLATE MARKET IN CHINA FLANDERS INVESTMENT & TRADE MARKET SURVEY Market Study /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// THE CHOCOLATE MARKET IN CHINA FIT Beijing 07.2020 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Flanders Investment & Trade Beijing Economic Representation of Flanders c/o Embassy of Belgium Chaoyang District Sanlitun Dong San Jie No.3 Beijing - China 100600 T: +86 10 65 32 49 64 E: beijing@fitagency.com www.flandersinvestmentandtrade.com INHOUD 1. General market .................................................................................................................................................................. 3 2. Chinese Market ................................................................................................................................................................... 5 2.1 Chinese local chocolate brands and market information 7 2.2 Import & Export by China Mainland 9 2.3 The features of Chinese chocolate market: 9 3. Chocolate distribution channels ........................................................................................................................... 13 4. Sales Channels ................................................................................................................................................................... 15 4.1 Offline sales 15 4.2 Online sales 17 5. Governmnet Supervision & Regulation ........................................................................................................... 22 5.1 China’s Key Authorities’ structure 22 5.2 Customs Import Tariff of Chocolate and Chocolate Products in China 23 5.3 Pre-Packaged Food Products Import Procedures 23 5.4 Pre-packed Food labelling 26 6. Potential Distributors/Agents ............................................................................................................................... 29 7. Trade Fairs ......................................................................................................................................................................... 29 8. Sources & References .................................................................................................................................................. 29 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 2 van 30 The Chocolate Market in China 07.2020 1. GENERAL MARKET Global Market The sales turnover of chocolate reached USD 118.62 billion in 2019 worldwide, which is an increase of 4.4% compared to 2018. It is estimated the sales could reach USD 123.7 billion in 2020 and will increase to USD135.6 billion in 2023. According to the statistics obtained from internet sources, the consumption of chocolate products was 10.424 million tons, with a 1.8% increase compared to 2018. It is estimated that the consumption in 2020 will reach about 10.6 million tons. By 2023, the global consumption will reach 11.08 million tons. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 07.2020 The Chocolate Market in China pagina 3 van 30 According to the statistics, the top 10 consumers’ consumption of chocolate products will reach USD 73.83 billion, taking about 59.68% of the total market consumption of the world, which means that the consumption concentration is rather high. Europe and North America are the biggest consumption markets for chocolate products, especially the U.S. market, whose consumption amount in 2020 will reach USD 28.5 billion, 23.04% of the total consumption market. As for China’s market, it is estimated the consumption will reach USD 3.53 billion, 2.86% of the global market, ranked as the No.9 biggest consumption market in the world. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 4 van 30 The Chocolate Market in China 07.2020 Per producers of chocolate products, the top 10 producers are mainly from the US, Europe and Japan. In 2019, No. 1 is Mars with sales amount of USD 18 billion. No. 2 is Ferrero with sales amount of USD 12.29 billion. No. 3 is Mondelez International with sales amount of USD 11.8 billion. All these multinational producers are already present on the Chinese market. 2. CHINESE MARKET With China’s economic development, the domestic market has generated strong demand for imported food. It is reported that China had an imported food value over USD 72.4 billion in 2018: Chocolate products came on the Chinese market more than 60 years ago, but the overall market is still relatively small. In 2019, chocolate products sales amount was USD 3.41 billion, an increase of 4.76% compared to 2018. It is expected that the annual sales in 2020 will reach USD 3.537 billion, and increase to USD 3.765 billion by 2023. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 07.2020 The Chocolate Market in China pagina 5 van 30 China's consumption on chocolate products reached 253,130 tons in 2019, an increase of 1.43% compared to 2018. It is predicted that the annual consumption in 2020 will slightly increase to 253,580 tons and will remain around 250,000 tons by 2023. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 6 van 30 The Chocolate Market in China 07.2020 2.1 CHINESE LOCAL CHOCOLATE BRANDS AND MARKET INFORMATION Chocolate has a long history. Compared with the fiercely competitive chocolate markets in Europe and America, the development of China's chocolate industry has not been smooth. China's chocolate production only has a history of no more than 60 years, hindered by a lack of raw materials and technology. Large-scale production began in the early 1970’s and began to develop rapidly in the 1990’s. The Chinese chocolate industry stumbled from the 1950’s to the 1990’s. History of China’s Chocolate development The first stage (1950’s to 1960’s): using foreign raw materials and equipment to produce chocolate. The representative brand is "Guangming" chocolate. The second stage (1960’s to 1990’s): using domestic cocoa products to produce chocolate. In 1991, COFCO launched the "Leconte" chocolate, successively established branches in major cities and spread chocolate to national end customers through direct sales. (Picture originates from the internet) Later, under the impact of foreign investment, Chinese chocolate brands had no defence against the international giant chocolate brands. "Leconte" Chocolate has been sold several times and finally stopped producing, Xu Fuji is controlled by Mars and Golden Monkey was acquired by Hershey. Domestic market brand competition is at the low end At present, domestic chocolate still has few brands and single taste; improper selection of chocolate processing equipment and incomplete supporting facilities; weak product development power and slow product replacement etc., the overall image has been always unable to get rid of the unsatisfied quality and taste and only stays in the low-end market. Domestic consumers misunderstand chocolate Due to insufficient understanding of chocolate, consumers generally believe that chocolate is a high-sugar, high-calorie candy, which not only makes the body fat, but also leads to cardiovascular disease and diabetes, which cause some consumers to be afraid of eating chocolate. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 07.2020 The Chocolate Market in China pagina 7 van 30 Weak brand culture Chocolate is a product with profound culture, it involves cultures of love, health, presents, but in the current local market, domestic brands are generally weak in brand culture. Domestic brand In terms of market shares, according to Euromonitor’s survey data, Fujian Yake Food Co., Ltd., as the only local company in the top ten (ranked seventh in the list). (Picture originates from the internet) The future of domestic brands With the consumption upgrade in China in recent years, domestic chocolate companies represented by Yunnan Sibeijia, Tianjin Heijingang, and Qiaorun are trying to develop mid-end products, in order to change the image of domestic made chocolate in Chinese consumers’ mind. (Miyu Chocolate under Tianjin Hei Jin Gang Food Co., Ltd, picture originates from the internet) //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 8 van 30 The Chocolate Market in China 07.2020 2.2 IMPORT & EXPORT BY CHINA MAINLAND According to the study report about Chinese chocolate Industry by Intelligent Research Group - http://www.zhiyan.org/, the statistics shows: China imported 100,800 tons of cocoa and chocolate products valued at USD 483 million, which came mainly from Italy, Russia, Malaysia, Belgium, Switzerland and etc. The top 10 exporting countries to China takes
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