埃森哲-饼干市场零售研究报告

1Copyright©2002ACNielsenaVNUcompany饼干市场零售研究报告会顶新国际集团糕饼事业群报告截止日期：2002年4/5月2Copyright©2002ACNielsenaVNUcompany目的回顾饼干整体市场在过去两年的发展趋势饼干不同品类细分回顾康师傅/达能/纳贝斯克表现比较3Copyright©2002ACNielsenaVNUcompany全国饼干年度销售增长趋势饼干整体市场增长速度仍处于缓慢增长阶段129161168AM00AM01AM02MAT262331943230AM00AM01AM02+24.9%+4.8%+21.8%+1.1%销售量（千吨）销售额（百万人民币）MATAM01AM02AM01AM02米饼类干脆小食34.622.812.80.6方便面22.54.216.13.7销售量增长销售额增长4Copyright©2002ACNielsenaVNUcompany饼干在全国城市和城镇中的销售增长趋势销售增长缓慢现象普遍存在在城市和城镇中，4个主要城市的发展速度相对较快24.9%31.2%35.0%-0.5%21.8%26.2%28.9%-5.3%全国全国城市4个主要城市全国城镇4.8%6.2%20.5%-2.4%1.1%1.7%13.7%-3.3%MATAM01VsMATAM00MATAM02VsMATAM01销售量增长销售额增长5Copyright©2002ACNielsenaVNUcompany饼干在顶新不同辖区中的年度销售变化趋势天津地区是过去两年里推动整体市场增长的主动力MATAM00MATAM01MATAM02128,544160,556168,27132%37%43.5%29.1%27.7%28.9%38.9%35.3%27.6%MATAM00MATAM01MATAM022,6233,1943,23027.6%31.2%37.7%35.0%33.3%34.2%37.4%35.5%28.1%天津辖区杭州辖区广州辖区销售量（吨）销售额（百万人民币）6Copyright©2002ACNielsenaVNUcompany七大地区饼干市场销售重要性变化趋势华东在过去一年里销售重要性不断提高11.211.611.21110.610.710.431.230.730.429.93029.229.62.52.62.82.82.62.82.427.827.527.929.129.329.329.97.87.87.57.67.47.47.77.57.67.57.37.37.27.71212.112.812.312.813.412.4AM01JJ01AS01ON01DJ02FM02AM02销售量重要性9.39.89.48.98.88.38.727.227.827.626.727.324.926.71.922.22.1221.833.833.232.734.334.735.134.97.47.47.36.97.16.46.86.76.96.56.26.35.96.613.81314.414.913.917.414.6AM01JJ01AS01ON01DJ02FM02AM02销售额重要性东北华北西北华东华中西南华南7Copyright©2002ACNielsenaVNUcompany饼干在全国各大区的市场渗透比较饼干整体在东北地区的市场渗透率最高64636060606060464444444444454139363939434642413636363735464544444445423938363739403944424041424344AM01JJ01AS01ON01DJ02FM02AM02东北华北西北华中西南华南华东数值铺货率8Copyright©2002ACNielsenaVNUcompany全国饼干在不同地区现代通路的市场渗透率饼干在西北现代通路中渗透率最高80828383828282868483828181789284868797979771717576807674606767627570717979767677777780777775767576AM01JJ01AS01ON01DJ02FM02AM02东北华北西北华中西南华南华东数值铺货率10Copyright©2002ACNielsenaVNUcompany全国饼干不同品类年度销售变化趋势夹心饼干在过去两年里始终保持稳定增长AM00AM01AM02AM00AM01AM028.3%12.1%26.1%21.2%6.8%8.6%14.4%销售量（千吨）销售额（百万人民币）曲奇蛋卷咸单片甜单片夹心梳打威化其他8.9%12.4%32.9%20.1%7.8%6.9%7.9%3.0%2,6%9.2%2.9%11.6%27.9%20.5%8.2%8.3%11.4%12916116826233194323010.7%4.4%11.1%19.8%22.9%7.0%7.7%16.4%11.9%6.6%12.2%24.3%22.0%7.7%7.3%7.9%12.2%5.7%11.0%20.4%22.5%8.1%8.1%12.0%11Copyright©2002ACNielsenaVNUcompany全国饼干不同品类双月销量趋势曲奇/蛋卷等在春节过后，本期销量明显下降2.22.12.22.732.72.12.222.22.332.40.70.70.80.90.90.70.60.60.50.70.71.10.82.92.933.53.52.92.92.93.13.33.63.63.77.26.87.27.48.37.87.36.977.27.77.97.24.94.85.466.15.25.55.35.55.86.36.26.41.72.12.22.52.51.91.91.71.82.12.11.91.91.91.822.12.42.42.62.52.52.32.42.32.42.42.52.62.93.33.63.53.33.44.44.44.64AM00JJ00AS00ON00DJ01FM01AM01JJ01AS01ON01DJ02FM02AM02曲奇蛋卷咸单片甜单片夹心梳打威化其他销售量（千吨）13Copyright©2002ACNielsenaVNUcompany不同地区饼干不同品类销量重要性分布华南地区饼干品类分布较分散22.820.614.626.830.920.913.637.63446.122.219.620.512.7610.27.114.56.117.313.21.83.576.32.21210.35.56.22.910.58.37.7195.56.92.9812.78.11311.80.221.83.25.41915.718.79.417.99.412.50.810.40.50.40.90.3东北华北西北华中西南华东华南夹心甜单片咸单片梳打威化曲奇蛋卷其他儿童膨化销售量份额MATAM0214Copyright©2002ACNielsenaVNUcompany饼干不同品类在不同地区价格指数比较各地占主导的品类相对价格越接近或低于市场平均水平注：以上黑色数字均为价格指数，即以饼干整体价格为100，各品类价格占整体的比例东北华北西北华中西南华南华东饼干（100）（100）（100）（100）（100）（100）（100）夹心128.6124.2138114.9103.998.595.9甜单片74.371.678.480.884.28189.6咸单片101.293.9109.869.594.382.287.2蛋卷182.2190347.9170.5173.6162.5141.3曲奇100.6104.6154.3119.291.6150140.2梳打117.4109.6148.7111.9124.392.486.1威化124.9102.5116.489.5109.871.379.3儿童膨化469.9364.5475.1387.3447.7304.4284.6其他87.3101.178.5108.695.1105.6123.1MATAM0215.717.214.417.616.522.422.715Copyright©2002ACNielsenaVNUcompany全国饼干不同品类市场渗透率各品类在整体市场渗透率均略有下滑121210111010115444444181716181818172826242525252625232222232322665666544344331917171716161621202020202220AM01JJ01AS01ON01DJ02FM02AM02曲奇蛋卷咸单片甜单片夹心梳打儿童膨化威化其他16Copyright©2002ACNielsenaVNUcompany85.890.913.28.4AM01AM02饼干不同品类渠道重要性变化趋势现代通路对各品类的重要性都有增加75.281.723.216AM01AM02曲奇蛋卷78.291.421.27.5AM01AM0272.682.325.716.4AM01AM02咸单片54.961.441.436.2AM01AM02甜单片68.576.129.922.5AM01AM02夹心梳打5970.838.827.7AM01AM02威化53.270.143.927.9AM01AM02其他超市/卖场/百货售货亭/杂货店其他17Copyright©2002ACNielsenaVNUcompany全国超市/卖场/百货饼干不同品类市场渗透率夹心的渗透率不断增长，本期超过甜单片成为第一5554555554555441414038434036636261616261636563596568656361646364646466454342434241405658585558565360575659616160AM01JJ01AS01ON01DJ02FM02AM02曲奇蛋卷咸单片甜单片夹心梳打威化其他AM01JJ01AS01ON01DJ02FM02AM02康师傅45464849474744夹心6164636464646618Copyright©2002ACNielsenaVNUcompany饼干不同品类在不同地区市场渗透率比较夹心在广州辖区及西北地区仍有铺货潜力东北华北西北华中西南华南华东饼干82789774717776夹心82717957575573甜单片81718658534867咸单片71686644526570曲奇65565649595152蛋卷36404324273743梳打29486623275147威化50535940425561其他78645951445466儿童膨化39485314171536数值铺货率AM0220Copyright©2002ACNielsenaVNUcompany全国主要生产商年度市场份额变化纳贝斯克在收购奇宝后销售份额暂居第一2.43.74.95.77.312.113.82.63.25.15.96.912.716.8嘉顿康元嘉士利青食康师傅达能纳贝斯克32.82.83.110.613.817.13.32.733.110.113.919.8嘉顿康元嘉士利青食康师傅达能纳贝斯克销售量份额销售额份额MATLYMATTYMATLYMATTY纳贝斯克8.07.410.410奇宝8.86.49.47.1销售量份额销售额份额21Copyright©2002ACNielsenaVNUcompany天津辖区年度销量份额前10位生产商比较天津辖区低价位品牌占据主体8.714.33.71.83.83.48.113.12.23.728.52419.613.81311.210.910.410.38.10246810121416康师傅纳贝斯克达能华声康元嘉伦嘉士利青食博通青援051015202530销量份额平均价格22Copyright©2002ACNielsenaVNUcompany天津辖区前10名生产商双月销量份额趋势康元是过去一年里增长最快的厂商，康师傅份额基