某餅干市場零售研究分析報告-文庫吧
2025-02-19 18:42 本頁面
【正文】 ,4.8%,3.8%,5.5%,6.7%,6.3%,4.8%,5.2%,4.6%,5.0%,21.7%,16.0%,20.5%,28.4%,18.9%,41.2%,23.3%,35.1%,36.9%,34.2%,32.3%,43.0%,30.1%,43.7%,銷售量（噸） %：銷量重要性,華東是蛋卷最大的市場；,蛋卷在不同地區(qū)超市/賣場/百貨的市場滲透率,東北,華北,西北,華中,西南,華南,華東,餅干,82,78,97,74,71,77,76,蛋卷,36,40,43,24,27,37,43,數(shù)值鋪貨率 AM 02,,各地現(xiàn)代通路中蛋卷主要品牌份額 康師傅蛋卷在蛋卷最大兩個地區(qū)份額仍然有限,,37,28.5,20.3,5.6,4.3,4.0,0.3,華東,華南,華北,華中,西南,東北,西北,全國,其他牌子,52.9,54.1,59.7,30.4,78.9,75.2,45.2,78.7,康師傅蛋酥卷,14.9,6.9,0.9,50.2,1.3,0.9,44.5,5.2,元朗,8.8,0,31,NA,0,NA,NA,NA,波力,6.9,14.9,0,6.8,0.1,0.5,0.2,NA,麥寶,5,10.3,NA,4.3,0.6,2.9,2.7,0,華美,3.4,3.3,4.6,1,9.2,2.9,1,12.4,茂昌,2.9,8,NA,NA,NA,NA,NA,NA,康元,1.9,0.7,1.1,4.8,0.1,7.1,1.2,1.1,富達(dá),0.8,0.1,0,0.8,2.4,7.1,3.2,2.6,恒華,0.7,0.7,0.9,0.6,0.2,0.1,0.6,NA,嘉士利,0.6,0.1,0.3,0.1,5.9,2.9,0.4,NA,超市/百貨/賣場 MAT AM 02,6.8%,銷售量（千噸）,銷售額（百萬人民幣）,曲奇,蛋卷,咸單片,甜單片,夾心,梳打,威化,其他,7.8%,8.2%,129,161,168,2623,3194,3230,市場增長趨勢，上升？下降？,10,13.1,11.5,7.0%,7.7%,8.1%,202.6,257.3,226.8,梳打整體市場在今年銷售呈現(xiàn)下降趨勢,梳打市場是否有明顯的季節(jié)性？,10/11/12和1月是梳打餅干的銷售旺季,梳打在不同地區(qū)銷量變化趨勢,3.2%,2.9%,2.9%,2.9%,2.9%,3.5%,2.5%,18.2%,14.9%,15.3%,13.7%,15.1%,15.8%,16.9%,2.7%,2.9%,2.9%,2.4%,2.7%,2.9%,2.6%,6.9%,5.8%,5.3%,7.4%,8.7%,7.0%,7.1%,2.8%,2.7%,2.2%,1.9%,2.3%,2.8%,2.8%,19.0%,21.7%,20.6%,18.4%,18.3%,17.0%,19.4%,47.2%,49.1%,50.9%,53.3%,49.9%,51.0%,48.8%,銷售量（噸） %：銷量重要性,華東地區(qū)占整個梳打餅干銷量的50%左右,梳打在不同地區(qū)超市/賣場/百貨的市場滲透率 梳打在華東的市場滲透率在47%左右,東北,華北,西北,華中,西南,華南,華東,餅干,82,78,97,74,71,77,76,數(shù)值鋪貨率 AM 02,梳打,29,48,66,23,27,51,47,各地現(xiàn)代通路中梳打主要品牌份額 達(dá)能高鈣和奇寶天平是梳打市場中兩大壟斷品牌,,52.3,17.1,16.5,6.8,2.7,2.4,2.3,華東,華南,華北,華中,東北,西南,西北,超市/百貨/賣場 MAT AM 02,全國,奇寶太平,49.8,40.9,58.1,54.6,69,58.5,60.1,77.2,達(dá)能高鈣,25.5,40.3,10.5,10.5,8.4,2.8,4.7,6.2,康元,4.3,4,1.7,9.2,0,6.5,5.2,4.1,嘉頓,2.5,1.5,7.6,1.7,0.9,2.6,2.1,1,積士佳,2.2,0.8,7.5,0.4,2.7,2,3.2,3.2,格力高,2,3.6,0,0.5,0,0.2,0,NA,嘉頓 利華,1.6,0.8,3.4,2.4,0.3,3.8,2.9,2.3,嘉倫,0.8,0.6,0,1.3,1.7,4.7,0.4,0,20.9RMB/KG,19.9RMB/KG,市場增長趨勢，上升？下降？,8.3%,銷售量（千噸）,銷售額（百萬人民幣）,曲奇,蛋卷,咸單片,甜單片,夾心,梳打,威化,其他,8.9%,9.2%,129,161,168,2623,3194,3230,10.7%,11.9%,12.2%,313,389.7,345.2,11.5,14.8,13.9,曲奇整體市場在今年銷售呈現(xiàn)下降趨勢,曲奇市場是否有明顯的季節(jié)性？,曲奇在不同地區(qū)銷量變化趨勢,7.1%,6.5%,7.0%,7.9%,7.4%,6.9%,7.8%,23.6%,25.5%,27.2%,23.9%,25.7%,21.3%,28.1%,9.2%,8.7%,9.7%,6.5%,9.0%,4.6%,6.4%,12.5%,12.9%,13.3%,12.3%,10.1%,8.2%,12.7%,19.5%,17.5%,16.9%,20.5%,19.1%,25.5%,17.3%,27.3%,28.0%,25.1%,28.0%,27.4%,32.7%,26.7%,銷售量（噸） %：銷量重要性,曲奇在華北地區(qū)的銷量不斷增長； 春節(jié)期間，華南和華東地區(qū)曲奇銷量增長幅度較大,曲奇在不同地區(qū)超市/賣場/百貨的市場滲透率 曲奇在華北地區(qū)的加權(quán)鋪貨率相對較高,東北,華北,西北,華中,西南,華南,華東,加權(quán)鋪貨率 AM 02,曲奇,90,93,86,87,88,95,89,各地現(xiàn)代通路中曲奇主要品牌份額 全國曲奇最大品牌康元主要集中在華北和西南； 華東品牌相對較分散,超市/百貨/賣場 MAT AM 02,全國,華東,華北,華南,西南,東北,華中,西北,其他牌子,28.9,34.8,25.4,29.6,16.4,31.4,27.4,17.5,康元,15.5,4.8,35.7,0.1,33.4,12.6,2.4,14.1,納貝斯克趣多多,10.2,11.7,12.5,5.7,4.4,10.7,10.6,10.3,華美,6.9,6.2,2.1,7.5,16.5,9.9,14,6.5,丹麥藍(lán)罐,5.7,5.6,0.1,23.9,0,0.1,0,NA,達(dá)能 王子,4.6,8.9,2.8,0.3,1.1,2.6,7.3,4.1,統(tǒng)泰,4.4,9.6,4.7,NA,NA,0,0.1,NA,溢東,4.4,3.3,3.9,7.5,4.5,0.6,8.6,1.4,港聯(lián),3.6,1.3,0.5,12.6,7.6,0.7,4.8,NA,嘉頓 利華,2.9,3.6,2,1.3,1.7,8.9,1.4,7.3,嘉倫,2.4,2.4,1.5,0.1,1.5,12.6,1.8,2.8,各地現(xiàn)代通路中曲奇主要品牌份額 全國曲奇最大品牌康元主要集中在華北和西南； 華東品牌相對較分散,超市/百貨/賣場 MAT AM 02,全國,華東,華北,華南,西南,東北,華中,西北,其他牌子,28.9,34.8,25.4,29.6,16.4,31.4,27.4,17.5,康元,15.5,4.8,35.7,0.1,33.4,12.6,2.4,14.1,納貝斯克趣多多,10.2,11.7,12.5,5.7,4.4,10.7,10.6,10.3,華美,6.9,6.2,2.1,7.5,16.5,9.9,14,6.5,丹麥藍(lán)罐,5.7,5.6,0.1,23.9,0,0.1,0,NA,達(dá)能 王子,4.6,8.9,2.8,0.3,1.1,2.6,7.3,4.1,統(tǒng)泰,4.4,9.6,4.7,NA,NA,0,0.1,NA,溢東,4.4,3.3,3.9,7.5,4.5,0.6,8.6,1.4,港聯(lián),3.6,1.3,0.5,12.6,7.6,0.7,4.8,NA,嘉頓 利華,2.9,3.6,2
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