China Biscuit Market to Grow with a CAGR of 2.55% through 2030F

The China biscuit market is growing due to rising disposable incomes, changing lifestyles, urbanization, increased snack consumption, product innovation, and growing demand for convenient, packaged food options across all age groups.

According to TechSci Research report, “China Biscuit Market – By Region, Forecast & Opportunities, 2030F”, 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. The biscuit market in China has been undergoing a steady transformation over the past decade, reflecting shifts in consumer behavior, dietary trends, and socio-economic factors. As China’s middle class continues to grow and urbanization accelerates, the demand for convenient and ready-to-eat snack foods like biscuits has risen significantly. While traditionally seen as a treat for children or a basic tea-time snack, biscuits are now consumed by a broader demographic, including working professionals and health-conscious adults. The broadening of the consumer base has encouraged companies to rethink their product development strategies and invest in brand diversification, especially in urban centers where modern retail formats dominate.

Health and wellness have become defining trends in the Chinese food industry, and the biscuit market is no exception. Increasing awareness of the impact of sugar and processed foods on health has led to a demand for healthier snack alternatives. Consumers are actively looking for products that are not only tasty but also provide some nutritional benefit. This has given rise to a range of biscuits made with whole grains, oats, seeds, and low-sugar formulations. Some brands have started incorporating functional ingredients such as dietary fiber, calcium, or even probiotics to appeal to increasingly health-aware shoppers. This trend is more pronounced in first- and second-tier cities, where consumers tend to be more educated about nutrition and have higher purchasing power.

Flavor innovation is another key factor shaping the evolution of the biscuit industry in China. As Chinese consumers become more open to global food influences and adventurous tastes, biscuit manufacturers are experimenting with novel flavors and textures. From green tea and taro to spicy and savory options, the Chinese market is seeing a broader array of taste profiles that appeal to local palates while also reflecting international trends. This growing interest in unique and high-end products has led to a wave of premium biscuits targeting more affluent consumers. These offerings often feature gourmet ingredients, attractive packaging, and a strong emphasis on brand storytelling, appealing particularly to younger consumers who are looking for quality and lifestyle branding.

The growth of digital infrastructure and e-commerce has played a transformative role in reshaping the distribution landscape for biscuits in China. The rise of online retail platforms like Tmall, JD.com, and Pinduoduo has enabled both large and small biscuit brands to access a nationwide consumer base with minimal traditional retail presence. These platforms not only facilitate direct sales but also allow brands to gather data on consumer preferences and behavior. This data is used to optimize product offerings and develop targeted marketing campaigns. Social media platforms such as WeChat, Douyin (TikTok), and Xiaohongshu (Little Red Book) are being actively used by brands to engage with younger demographics through influencer partnerships, short videos, and viral marketing strategies.

Environmental sustainability has become a growing concern for Chinese consumers, particularly among the younger generation. In response, biscuit manufacturers are increasingly adopting eco-friendly practices such as recyclable packaging and ethically sourced ingredients. Brands that transparently communicate their sustainability efforts and align with consumers' values stand to gain a competitive advantage in this increasingly green-conscious market. Consumers are also showing more interest in locally sourced and produced biscuits, which not only support domestic industries but are also perceived as safer and fresher than imported alternatives. These developments indicate a shift from merely functional consumption toward values-based purchasing.

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The China Biscuit Market is segmented into product type, sales channel, and region

The online sales channel has rapidly become the fastest-growing segment in the China biscuit market, driven by increased internet penetration, mobile commerce, and changing consumer shopping habits. E-commerce platforms like Tmall, JD.com, and Pinduoduo offer consumers convenience, variety, and competitive pricing, making them preferred destinations for biscuit purchases. Brands leverage digital marketing, influencer collaborations, and livestreaming to enhance engagement and drive sales. Additionally, online retail allows for targeted promotions and direct consumer feedback, enabling quicker product innovation. As digital infrastructure continues to improve, especially in lower-tier cities, the dominance of online channels in biscuit sales is expected to grow further.

The Southwest region of China has emerged as the fastest-growing market for China Biscuit Market, buoyed by rising incomes, urbanization, and growing retail infrastructure. Provinces like Sichuan, Yunnan, and Guangxi have seen surging demand thanks to expanding middle‑class populations and increased disposable income. Local preferences for unique flavors have encouraged both domestic and international brands to tailor their offerings for this region. The proliferation of trade networks and e‑commerce platforms has enhanced accessibility in tier‑two and tier‑three cities. Promotional activities and localized marketing strategies have reinforced brand presence. The Southwest region is poised to outpace other areas in significant biscuit consumption growth.

Major companies operating in China Biscuit Market are:

• 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.

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“The China Biscuit Market is poised for continued growth, driven by ongoing urbanization, increasing health awareness, and the expansion of digital retail channels. Manufacturers that can effectively align their product offerings with evolving consumer trends such as health and wellness, flavor innovation, and sustainability are likely to succeed. The market's potential remains significant, especially as per capita consumption increases, and new consumer segments are tapped. “said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.

“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”, has evaluated the future growth potential of China Biscuit Market and provides statistics & information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities in the China Biscuit Market.

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