China's pre-made baking industry has experienced rapid growth in recent years, driven by increasing demand for health, convenience, and quality among younger consumers. As lifestyles become faster-paced, pre-made baking products have gained popularity for their convenience and variety, particularly among Gen Z and Millennials. The market potential for healthy and functional baking products is significant, with opportunities in organic, low-sugar, and high-fiber segments. Personalized customization and online sales are emerging as new growth drivers.For those looking to explore the latest trends and innovations in the baking industry, Bakery China is a must-attend event, showcasing cutting-edge products and technologies.

Diversified Consumption Scenarios

Data shows that in 2024, 53.71% of Chinese consumers consume pre-made baked goods during outdoor activities such as camping and picnics, 50.41% at home, and 38.71% in the office. Pre-made baked goods have expanded from single festive occasions to daily life, with outdoor activities becoming a new consumption hotspot. Baking companies should develop small-packaged, ready-to-eat products tailored for outdoor scenarios to meet consumer demands for convenience and variety.

Reasons for Purchasing

The primary reasons consumers purchase pre-made baked goods include affordability (57.50%), delicious taste (49.26%), convenient storage (47.12%), time-saving (43.82%), and ease of preparation (32.13%). Price advantage is the top factor, while taste, convenience, and time-saving features are also highly valued. Companies should optimize cost control, enhance product taste and convenience, and attract consumers through innovative packaging and flavors.

Preference for Pre-made vs. Freshly Baked Goods

34.60% of consumers prefer pre-made baked goods, 32.78% like both, and 27.02% favor freshly baked goods. Pre-made products are popular for their convenience and standardized quality, catering to busy consumers, while freshly baked goods attract customers with their freshness and unique flavors. This reflects a market segmentation trend, offering diverse choices for different needs.

Popular Products

In 2024, the top three pre-made baked goods purchased by consumers are pizza/pizza bases (41.85%), tart shells/filling (38.88%), and frozen pre-baked bread (36.74%). Pizza and tarts are favored for their ease of preparation and authentic flavors, while frozen bread is popular for its ready-to-eat convenience and diverse textures.

Key Consumer Concerns

When purchasing, consumers prioritize taste (42.01%), ease of preparation (38.06%), and production date (36.41%). High-quality taste and convenience are critical for attracting customers, while production dates are essential for ensuring freshness and safety. Companies should focus on taste innovation, optimize packaging design, and enhance product convenience.

Areas for Future Improvement

Consumers hope for improvements in flavor innovation (49.79%), taste authenticity (46.13%), cost-effectiveness (41.07%), and product variety (37.83%). Companies should increase R&D investment, innovate flavors, improve taste authenticity, optimize cost structures, and diversify product lines to meet consumer demands and stand out in a competitive market.

Through innovation and market segmentation, the pre-made baking industry is gradually meeting consumer demands for health, convenience, and taste, with significant potential for future growth.

Bakery China 2025 will continue to share more industry professional content with you, so please stay tuned!

Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific‘s leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.

The 27th Bakery China would be held on May 19-22, 2025 at National Exhibition and Convention Center (NECC), Shanghai, covering 330,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

Source：iiMedia Research