The existence of a category like leisure food in Chinese food statistics is rooted in the laid back nature of Chinese culture
Entering a typical Chinese supermarket and looking around at the distribution of foods and beverages on the shelves, one indication that may strike you as unfamiliar, of even odd, is ‘Leisure food’, xiuxian shipin in Chinese.
Leisure and food are a match made in heaven in any culture, but there is no nation that created a more harmonious marriage between those two concepts than the Chinese. Visit any historic site in a Chinese city, and you will be amazed about the choice of snacks and drinks that are on sale in small shops or by street vendors.
When you then zoom in on the domestic tourists, you will have a hard time spotting one who is not eating or drinking, or at least visibly carrying food in their bags, ready to take it out and have a bite.
Before getting to those sites, or scenic spots, you need to travel. China is a huge country, so travelling can take time, and the best way to kill time in any culture is . . . eating. Chinese airports, train stations and long distance bus terminals are genuine food streets, offering everything the easily bore passengers may want to keep themselves, and their facial muscles in particular, busy. Eating has thus become the favourite way to pass the time on long haul rides in China.
Chinese high school and university students are also an important consumer group of leisure foods. Bakery products and meat snacks are their favourite foods during breaks.
All this has led to the coining of the category leisure food in the Chinese food industry.
It has become an officially recognized term. The library of Eurasia Consult has a collection of Food Industry Yearbooks starting with 1985 until the early 2000s, when the Internet rendered those paper information carriers unnecessary. Leisure Food is a separate section in those books, like the separate shelf for those products in Chinese supermarkets.
Leisure food is a hybrid collection of foods comprising:
- Confectionery (candy, chocolate);
- Bakery products (biscuits, bread, pastries (like mahua);
- Processed fruits, vegetables and nuts (preserved fruits[ e.g, dates, dried plums (huamei) vegetable chips, melon seeds, pickles (e.g. zhacai);
- Tuber or cereal products (e.g. potato chips), guoba;
- Dried fish and meat products (beef jerky, duck gizzards, fish cubes).
One source divides leisure foods in the following subcategories:
|Type||main market||customers||outlets||consumption mode|
|Private consumption||home||family members||Residential areas, special shops, convenience stores||At home|
|Travel food||travelling||travellers||local special shops, supermarkets , airports, railroad stations, tourist spots||Travelling, gift giving|
|Gifts||Gift giving||people in need of gifts||special shops, supermarkets||Gift giving|
What I especially like in this division is the category of ‘gifts’. It always a nice gesture to bring home local delicacies when returning from a trip. And with a country as large and varied as China, there are more local specialties than a person can bring home in a life time. Moreover, gifts play a key role in Chinese culture. This is why Chinese airports and larger railway stations sell local foods in fancy gift packaging. People do not buy those to eat themselves, but to give them to relatives and friends.
The following graph shows the market shares of various categories of leisure food of December 2019.
Market size and value
There are more than 4000 manufacturers of leisure food in China.The leisure food industry in 2018 was worth RMB 1029.7 bln; up 12%. Insiders expect that the value of this market will reach RMB 1298.4 bln by 2020.
It is an interesting market for suppliers of food ingredients. Preservation is key term here, not only referring to keeping the bugs out, but also the preservation of the flavor, color and texture.
This sector is also an interesting market for suppliers of food packaging machinery. All of the above mentioned products need to be packed in small portions, that can be conveniently stowed in ones pocket or hand bag. The preferred size is the single-portion package; a pack you open and empty in one leisurely moment, without the need to close and seal it for the next moment.
Trends for 2017
- Leisure food should be tasty, novel and healthy. Snacks are by definition tasty. Consumers will only make repeat purchases and remember the brand if a snack is delicious. Chinese consumers are eager to try new leisure foods. As long as a product is novel and interesting, they are willing to give it a go. As Chinese are becoming increasingly health conscious, growing numbers place great emphasis on the nutrition facts of nibbles, such as those that are low in sodium, sugar and fat. This also includes additives in general. If more flavourings are added in order to create exciting taste, it can may Chinese consumers, who are now avid readers of ingredients lists, suspicious.
- Small Packs are the trend. A very prominent trend is packs are getting smaller and smaller. Factors driving the growing demand for leisure food in mini packs are convenience, hygiene, pricing and visual impression. Mini packs can satisfy consumers’ demand for “convenient and hygienic one-off consumption”. They are particularly popular with female consumers who prefer snacks that can be eaten in one go. With large packs, if the food inside cannot be consumed straight away after they are opened, some consumers would not want to eat it again afterwards as they would consider it to be neither fresh nor hygienic.
Eurasia Consult Consulting can help you embed your business in Chinese society.
Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation. He is a co-author of a major book introducing the cultural drivers behind China’s economic success.