China Biscuit Market By Product Type (Plain Biscuit, Cookies, Sandwiched Biscuit, Crackers and Crispbreads, Others), By Sales Channel (Online, Hypermarkets/ Supermarkets, Convenience Stores, Grocery Stores, Others), By Region, Competition Forecast & Opportunities, 2020-2030F

Market Overview

The China Biscuit Market was valued at USD 12.23 Billion in 2024 and is expected to reach USD 14.21 Billion by 2030 with a CAGR of 2.55% during the forecast period. Fueled by growing demand, consumption of sweet biscuits, waffles, and wafers in China is projected to maintain an upward trajectory over the coming decade. In 2024, consumption reached 5.4 million tons, marking a 1.6% increase compared to 2023. Between 2013 and 2024, total consumption grew at an average annual rate of 2.2%, with the overall trend remaining fairly consistent despite occasional minor fluctuations. In 2024, China's production of sweet biscuits, waffles, and wafers saw a modest increase, reaching 5.3 million tons up 1.7% compared to the previous year. From 2013 to 2024, total output grew at an average annual rate of 2.1%, with the overall trend remaining fairly steady despite occasional moderate fluctuations.

Key Market Drivers

Changing Consumer Lifestyles and Snacking Habits

One of the most significant drivers behind the growth of the biscuit market in China is the shift in consumer lifestyles. As urbanization increases and work routines become more fast-paced, many people are turning to convenient and portable food options. Biscuits fit perfectly into this changing dynamic, offering a quick snack solution that doesn’t require preparation or cleanup. They appeal to office workers, students, and commuters who seek quick bites during busy days. Alongside convenience, the cultural shift toward snacking between meals has led to higher biscuit consumption. Chinese consumers, especially the younger demographic, are snacking more frequently throughout the day rather than sticking to three large meals. Whether it's a sweet treat in the afternoon or a light, savory snack late at night, biscuits offer a versatile and satisfying choice. Moreover, with the rise of individualism and more personalized consumer habits, people are looking for snack items that can suit their own preferences and dietary needs. This has led biscuit brands to introduce single-serve packs, health-focused variants, and flavor innovation, which further encourage frequent consumption.

Rising Middle-Class Population and Disposable Income

Another key driver of the biscuit market in China is the rapid expansion of the middle-class population and the corresponding increase in disposable income. As more families move into middle-income brackets, their consumption patterns evolve to favor branded, quality packaged foods over basic or homemade options. Biscuits, once considered an occasional treat, have now become a staple snack for many households. With higher disposable incomes, consumers are not only buying more biscuits but are also willing to pay premium prices for products that offer better taste, healthier ingredients, or unique packaging. This has encouraged manufacturers to diversify their product lines by introducing premium and imported biscuit varieties. High-end biscuits with gourmet ingredients, organic certifications, or international branding are gaining traction, especially among urban dwellers who are more exposed to global trends and value-added products. The rising spending power has also allowed for greater experimentation. Consumers are more likely to try new flavors, ingredients, and formats, which pushes brands to innovate and expand their offerings. This dynamic contributes to a vibrant, competitive market where constant innovation meets increasing consumer demand.

Product Innovation and Flavor Localization

Innovation in product development is a strong driver of the biscuit market in China. As competition intensifies and consumer tastes become more sophisticated, biscuit manufacturers are focusing on creativity and differentiation to capture market share. This includes innovation in flavor, packaging, texture, and nutritional content. One of the key aspects of successful product innovation in China is flavor localization. Chinese consumers often have unique taste preferences that differ from Western markets. Biscuit brands that introduce flavors inspired by local cuisine—such as red bean, matcha, black sesame, or spicy meat—tend to resonate better with the local audience. Localization doesn’t stop at flavor; even the packaging design, promotional messaging, and branding strategies are often tailored to Chinese cultural elements to create stronger market appeal. Another area of innovation lies in the health-conscious segment. With rising awareness of health and wellness, brands are introducing biscuits made with whole grains, reduced sugar, high fiber, or added vitamins. Some variants also cater to specific dietary needs, such as gluten-free or low-calorie options.

Download Free Sample Report

Key Market Challenges

Intense Market Competition

The China biscuit market is highly competitive, with a large number of local and international players vying for consumer attention. This intense competition creates a crowded market landscape where standing out becomes increasingly difficult. Many established brands are constantly launching new products, improving packaging, and investing in marketing to retain consumer interest. At the same time, newer or regional brands often enter the market with aggressive pricing strategies, undercutting the larger companies and appealing to price-sensitive consumers. This saturation not only puts pressure on profit margins but also makes brand loyalty harder to maintain. Consumers today are more willing to experiment with new products and flavors, which means that companies must constantly innovate to stay relevant. In such a dynamic environment, the cost of maintaining brand visibility, shelf space in retail stores, and customer engagement becomes high. Furthermore, competition from other snack categories such as chips, cakes, or healthier options like dried fruits and nuts adds another layer of complexity. Biscuits must compete not just with similar products, but with an entire spectrum of snack alternatives.

Rising Health Awareness Among Consumers

Another challenge in the China biscuit market is the increasing health consciousness among consumers. While biscuits are convenient and tasty, many traditional varieties are perceived as unhealthy due to high sugar, fat, and calorie content. As more Chinese consumers adopt healthier lifestyles, there's a growing preference for snacks that align with nutritional goals, such as low-sugar, low-fat, high-fiber, or organic products. This shift in consumer mindset puts pressure on biscuit manufacturers to reformulate their products and develop healthier alternatives. However, creating nutritious biscuits that also maintain the desired taste and texture can be technically challenging and costly. If the taste is compromised, the product may fail to gain traction in a taste-driven market. Additionally, health-conscious consumers are increasingly reading labels, avoiding artificial ingredients, and seeking natural or minimally processed foods. This demands a transparent supply chain and clearer product labeling, adding complexity to production and packaging. Smaller brands or those with limited research and development capabilities may find it difficult to adapt quickly. Bottom of Form

Key Market Trends

Health and Wellness-Oriented Biscuits

One of the most prominent trends in the China biscuit market is the growing demand for health and wellness-oriented products. Consumers across the country are becoming more conscious of their dietary choices and are actively seeking snacks that align with healthier lifestyles. Traditional biscuits, often seen as indulgent and sugar-laden, are being replaced or supplemented by options that focus on nutritional value. These include biscuits made with whole grains, oats, seeds, and natural sweeteners like honey or fruit extracts. This trend is also driving interest in gluten-free, high-fiber, low-sugar, and low-fat variants. Many health-conscious consumers, including parents and young professionals, are looking for biscuits that not only taste good but also offer functional benefits such as aiding digestion or boosting energy. In response, manufacturers are introducing products fortified with vitamins, probiotics, and protein. Packaging and marketing also reflect this health push, with clear labeling and minimalist designs that emphasize clean ingredients. This health-focused trend is not limited to premium brands; even mass-market labels are beginning to include healthier product lines to remain competitive.

E-commerce and Digital Marketing Growth

The digital transformation of retail has had a profound impact on the China biscuit market. E-commerce has become a major sales channel, allowing brands to reach a broader audience more efficiently than ever before. Online platforms provide an ideal space for product discovery, comparison, and impulse buying, making them perfect for snack products like biscuits. Consumers appreciate the convenience of ordering biscuits online, especially with options for bulk purchases, subscription models, and express delivery. Digital marketing, particularly through social media, live-streaming platforms, and influencer partnerships, has also become a powerful tool for brand promotion. Short videos, interactive campaigns, and viral content help biscuit brands engage with tech-savvy consumers and generate excitement around product launches or limited-time offers. This strategy is particularly effective among younger demographics who are heavily influenced by online trends and recommendations. E-commerce platforms also offer valuable consumer data, allowing companies to track purchasing behaviour, preferences, and feedback in real time. This enables more targeted marketing and rapid product development based on current trends.

 Segmental Insights

Product Type Insights

In the China Biscuit Market, cookies have emerged as the dominating product type due to their widespread appeal and strong consumer demand. Cookies are favored for their rich flavors, indulgent texture, and versatility as a snack suitable for various occasions. Their popularity spans across all age groups, from children to adults, making them a common item in households, offices, and even school lunchboxes. Urban consumers in particular appreciate cookies as a convenient treat that satisfies sweet cravings and provides comfort. The strong position of cookies in the market is also driven by continuous innovation from both local and international brands. New flavors such as chocolate, matcha, red bean, and fruit-filled varieties cater to evolving consumer preferences and keep the category fresh. Premium cookies with high-quality ingredients and attractive packaging are increasingly being purchased as gifts during festivals and celebrations, further boosting demand. Manufacturers also use appealing marketing strategies and modern packaging designs to enhance visibility and brand recognition. Cookies are widely available through traditional retail stores, supermarkets, and e-commerce platforms, making them easily accessible to consumers across different regions. Their combination of taste, variety, and convenience has solidified cookies’ role as the leading product type in China’s expanding biscuit market. 

Download Free Sample Report

Regional Insights

The East region of China stands as the dominant region in the China biscuit market, driven by a combination of high population density, advanced urbanization, and strong consumer spending power. This region includes major economic hubs such as Shanghai, Jiangsu, Zhejiang, and Shandong, which are home to a large and diverse consumer base. The region’s well-developed infrastructure and modern retail environment make it an ideal setting for the growth of fast-moving consumer goods like biscuits. Consumers in the East region are generally more exposed to global food trends and have higher disposable incomes, encouraging them to explore a wide range of biscuit products, from traditional varieties to innovative and premium options. The presence of modern supermarkets, hypermarkets, and e-commerce networks also ensures easy availability and visibility of biscuit products, both local and international. Additionally, manufacturers often prioritize launching new products and marketing campaigns in this region to capture the attention of trend-savvy consumers. Seasonal promotions, attractive packaging, and premium offerings gain strong traction here due to the region’s appetite for novelty and quality. With a blend of economic strength, consumer diversity, and retail accessibility, the East region continues to lead the biscuit market in China, serving as a vital engine for nationwide growth.

Recent Developments

• In 2024, Ferrero has expanded its Nutella brand in China by introducing a comprehensive range of products tailored to local tastes. The product lineup includes Nutella Biscuits, Nutella B-ready, Nutella & Go!, and the classic Nutella spread, all designed to cater to the diverse preferences of Chinese consumers.
• In 2024, Mondelez International expanded its snack portfolio and enhancing distribution strategies. The company introduced new products, including Oreo Airy Cake and French-style desserts, tailored to local tastes. To support this expansion, Mondelez has invested in an intelligent warehousing center in Beijing and acquired a majority stake in Evirth, a Shanghai-based frozen pastry manufacturer. 

Key Market Players

• Mondelez China
• Orion China
• Want Want China Holdings Limited
• Fujian Dali Group
• Liwayway (China) Co., Ltd.
• Jinjian Food Group
• Jiangzhong Pharmaceutical Co. Ltd
• Silang Co. Ltd
• Yingcai Food
• Yihai Kerry Kellogg Foods (Kunshan) Co. Ltd.

Report Scope:

In this report, the China Biscuit Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• China Biscuit Market, By Product Type:

o   Plain Biscuit

o   Cookies

o   Sandwiched Biscuit

o   Crackers and Crispbreads

o   Others

• China Biscuit Market, By Sales Channel:

o   Online

o   Hypermarkets/ Supermarkets

o   Convenience Stores

o   Grocery Stores

o   Others

• China Biscuit Market, By Region:

o   North

o   East

o   North East

o   South Central

o   North West

o   South West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the China Biscuit Market.

Available Customizations:

China Biscuit Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).