Chinese thought on nuts: “Nuts contain high levels of protein, oil, minerals, and vitamins, and have excellent effects on human growth and development, strengthening physical fitness, and preventing diseases. Nuts are comprehensive and rich in nutrition. Eating regularly nuts can prevent and treat heart disease, cancer, and vascular disease.” So, it’s simple to understand why Chinese love nuts.
Chinese interest in nuts keep growing
Statistics have shown that the rising rate of nut consumption in China is much faster than other snack items. Sales of nuts in China were about 55.6 billion yuan ($8.14 billion) in 2014 and reached 178.8 billion yuan.
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In addition, the Chinese consumption of nuts is expected to increase in tandem with income growth and increased awareness of healthy foods.
Fresh walnut kernels have been very popular in northern China in recent years
It seems that fresh Walnuts represent 10 percent of the total walnut consumption. Fresh walnut kernels are also a popular cooking ingredient in restaurants and at home. Besides this, newly developed snack foods, such as Chinese dates stuffed with walnut kernels, contribute to increasing this growth.
Nuts lead casual snack sub-category in China
According to statistics, the sales of casual snacks on the Alibaba platform are mainly nuts, which account for 21.3%. Followed by biscuits, cakes and Halogen food.
Chinese love mixed types of nuts
In 2019, nut consumers in my country are more inclined to choose mixed nuts. Nearly 76.7% of consumers will choose mixed nuts, and 23.3% of consumers will choose single-product nuts.
Why do the Chinese love nuts, walnuts, and pecan?
In 2019, the main considerations for Chinese nut consumers to buy nuts are taste, quality, price, freshness, and nutritional value. More than 50% of consumers will give priority to factors such as taste, quality, price, freshness, and nutritional value.
Now, it seems that eating nuts and seeds has no longer something to do with killing time while chatting with friends, but it is part of the overall pursuit of a healthy and trendy lifestyle.
To clarify, Chinese consumers have raised their awareness of bad eating habits, such as sugar and fat intake. The consumption growth rates of traditional sweet snacks, like sugar confectionery, ice creams, and biscuits, are relatively slow. Therefore, more consumers are switching to fresh fruits and vegetables or to the whole family of walnuts for snacking. This suggests a growing opportunity for food and drinks brands that enjoy a healthy perception: jump at the chance to develop snack format products.
Who consumes nuts in China?
The consumer group of children/pregnant women nuts accounted for 3/4 of the nut market. Buyer mainly are 26-45 years old, of which 26-35 years old consumers accounts for 56.3%. These young consumers prefer doing shopping online shop online and the results are already visible in the increasing volumes of online sales.
The sales of protein nut bars, meal replacement nuts, and probiotic nuts meet the needs of specific populations with an interest in muscle gain and fat loss. Also, this market niche increased significantly.
In terms of taste, fruity flavors such as crab roe, coconut occupy a relevant place in the nut market. Among them, the sales of coconut flavor accounted for nearly a quarter of the fruit flavor, and flavors like white peach, passion fruit, and durian also attracted many new tasters.
Imported Nuts in China are the best?
Most nuts consumed in China are imported, except for walnuts.
Pistachios and almonds have been the leaders among nut imports, but the market share of macadamia nuts is quickly catching up. China’s in-shell pecan imports have declined from their peak in 2012, but are increasing again. Imported snacks are gaining popularity among urban Chinese consumers.
According to Mintel’s research, as many as 4 of 10 urban Chinese consumers are interested in buying imported products. They have never tried before across a variety of purchase channels for selling imported snacks. As consumers continue to look for new and different flavor experiences, international snacks have become a sector where many consumers are gravitating towards. E-commerce is especially an important channel for international snacks.
Here some examples for succesful nuts exporter to China:
Australian tree nut exports to China have grown from $6 million in 2010-11 to $63 million in 2015-16, according to the Australian Bureau of Agricultural and Resource Economics and Sciences.
Almonds, which are not native to China, are among the most in-demand nuts, with the vast bulk of supplies coming from the United States.
It is a great time to export nuts to China
Research by the China Internet Network Information Center (CNNIC) shows that 85% of respondents are getting the information from the web, 66.1% from TV, and 61.1% from newspapers. For those facing the sale of nuts in China, branding and online marketing are excellent solutions. The advantages are as follows:
- good value for money
- targeted marketing
- easy control of the reputation
- market feedback
How to promote and sell nuts in China on the web?
Design a Website in Chinese to start promiting your nuts brand
Nowadays in China, most of the sites for the sale of olive oil are created by distributors. While this solution saves work to manufacturers, it hurts the building of the brand image in the long run, because sellers will focus primarily on sales while the company must spread its brand. With a site in Chinese you can:
- Increase the popularity of a brand
- Influencing consumers through content and design
- Create the image of a company
After creating a website for your brand, you must think about the promotion. A good site without visitors is useless. To promote the site the most widespread and effective solutions are SEO and SEM techniques, which should be designed for Baidu and not for Google.
Use Chinese social media to grow your reach
The Social Networking Service or Social Networking Sites (SNS) has become an important source of information.
The advantages of using social networks to sell olive oil in China are:
- Building a community around your company
- Reaching a specific consumer target
- Quickly get feedback from these consumers
- Create a better company image
Don’t minimize the influence of Kols in China
How influential the KOLs are is obvious. Even one of the latest studies conducted by McKinsey & Company confirms that Chinese consumers during the purchase decision find 4 of the 5 main touchpoints in the digital world: website, social networks, and, indeed, influencers.
Having to move in a market where counterfeit products are the order of the day, the Chinese are very careful and before finalizing purchases they usually check information and products on different channels and sources of information. The purchase of trust is essential, and influencers greatly facilitate the journey.
Build trust through KOLs marketing
Collaborating with the right Chinese influencers has a return of image, and therefore of business, very concrete. Better if they are seen as points of reference for small or large market niches. In this way, you can strongly influence the impact of a product and of a Brand on a complex and multifaceted market.
In addition, work with a Key Opinion Leader can bring much more results than big-budget adv on a so wide market like China. The message arrives more directly to the heart of the target.
Sell your Nuts Brand on Chinese eCommerce platforms
Do you want to increase your sales in China?
China is the largest e-commerce market in the world.
The rapid development of smartphones and tablets in China quickly enabled 76% of connected Chinese to make purchases via their mobile.
There are several things to know if you want to reach the expectations of Chinese consumers: you have to be present online on e-commerce platforms such as Tmall, JD, Taobao. After reading about your Brand, they surely want to find you on E-commerce platforms.
Chinese people buy everything online.
In fact, China is the most connected country in the world.
So before to start your business in China, you have to truly understand your target and how to reach them.
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We’re a marketing agency focusing specifically on digital in China. If you have a business and want to expand to China, contact GMA.