儿童挂面食品的消费市场供给特征分析

Market Characteristics in Supplying of Dried Noodle for Children Based on Survey Data of Major Cities and Online Trade Platform

2015—2016年分别在北京、上海、广州及网络交易平台开展儿童挂面消费市场调查,分析产品的品牌、配料、价格、包装及市场占有率,研判儿童挂面市场供给特征及发展趋势。结果表明,儿童挂面在北京、上海和广州挂面市场的占有比率分别为5.9%,12.1%和13.8%。北京市场表现出单个强势品牌。上海的品牌数量较多,品牌占有率间差距不明显,强势品牌不突出。广州市场品牌数量少,集中度高。与"北上广"实体市场相比,网络交易平台上儿童挂面的品牌数量和单品数量明显较多,且市场占有率较大的品牌中,除"亨氏"和"寿桃"外,其他均未在实体市场上销售;儿童挂面主要通过网络平台消费。3个城市儿童挂面价格均集中在10.0~20.0元/500 g;网络平台儿童挂面平均价格为42.40元/500 g,集中在25.0~45.0元/500 g区间,价格明显高于实体市场。儿童挂面多为添加蔬菜粉或浆汁、营养强化剂、杂粮粉或肉类的花色挂面,其中添加果蔬成分的是主要品类。儿童挂面包装形式以"纸盒装"为主。儿童挂面的价格显著高于普通挂面和杂粮挂面。

Market surveys were carried out in 2015—2016 with the aim to learn about the present market situation and trend of dried noodle for children in Beijing, Shanghai, Guangzhou and online trade platform. Dried noodles targeted at children accounted for 5.9%, 12.1% and 13.8% in dried noodle markets of Beijing, Shanghai and Guangzhou, respectively. There was a strong brand on the Beijing market. More brands were observed at supermarkets in Shanghai, but there was no leading brand. Guangzhou market concentration was high and only had few brands. Compared with the 3 cities, the number of children noodle brands and items on the internet trading platform were higher obviously（10.0-20.0 yuan/500 g）, and most of the items were not sold at supermarkets offline. This phenomenon indicated that the dried noodles for Children mainly consumed online. The average price of dried children noodles on the online trade platform was 42.40 yuan/500 g, and 53.1% of products price was concentrated in the range of 25.0-45.0 yuan/500 g. The price online was significantly increased compared to the offline market. Noodles for children were often added vegetables powder or pulp, nutrition enhancer, mixed coarse grains or meat. The mixed vegetable noodle was most common children noodle type. ＂Paper box package＂ was the main packaging type of the dried noodles products. Noodles targeted at children showed significantly higher price than ordinary noodles and mixed grains noodles.