1饼干市场零售研究报告2目的回顾饼干整体市场在过去两年的发展趋势饼干不同品类细分回顾康师傅/达能/纳贝斯克表现比较3全国饼干年度销售增长趋势饼干整体市场增长速度仍处于缓慢增长阶段129161168AM00AM01AM02MAT262331943230AM00AM01AM02+24.9%+24.9%+4.8%+4.8%+21.8%+21.8%+1.1%+1.1%销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）MATAM01AM02AM01AM02米饼类干脆小食34.622.812.80.6方便面22.54.216.13.7销售量增长销售额增长4饼干在全国城市和城镇中的销售增长趋势销售增长缓慢现象普遍存在在城市和城镇中，4个主要城市的发展速度相对较快24.9%31.2%35.0%-0.5%21.8%26.2%28.9%-5.3%全国全国城市4个主要城市全国城镇4.8%6.2%20.5%-2.4%1.1%1.7%13.7%-3.3%MATAM01VsMATAM00MATAM01VsMATAM00MATAM02VsMATAM01MATAM02VsMATAM01销售量增长销售额增长5饼干在顶新不同辖区中的年度销售变化趋势天津地区是过去两年里推动整体市场增长的主动力MATAM00MATAM01MATAM02128,544160,556168,27132%37%43.5%29.1%27.7%28.9%38.9%35.3%27.6%MATAM00MATAM01MATAM022,6233,1943,23027.6%31.2%37.7%35.0%33.3%34.2%37.4%35.5%28.1%天津辖区杭州辖区广州辖区销售量（吨）销售量（吨）销售额（百万人民币）销售额（百万人民币）6七大地区饼干市场销售重要性变化趋势华东在过去一年里销售重要性不断提高11.211.611.21110.610.710.431.230.730.429.93029.229.62.52.62.82.82.62.82.427.827.527.929.129.329.329.97.87.87.57.67.47.47.77.57.67.57.37.37.27.71212.112.812.312.813.412.4AM01JJ01AS01ON01DJ02FM02AM02销售量重要性销售量重要性9.39.89.48.98.88.38.727.227.827.626.727.324.926.71.922.22.1221.833.833.232.734.334.735.134.97.47.47.36.97.16.46.86.76.96.56.26.35.96.613.81314.414.913.917.414.6AM01JJ01AS01ON01DJ02FM02AM02销售额重要性销售额重要性东北华北西北华东华中西南华南7饼干在全国各大区的市场渗透比较饼干整体在东北地区的市场渗透率最高64636060606060464444444444454139363939434642413636363735464544444445423938363739403944424041424344AM01JJ01AS01ON01DJ02FM02AM02东北华北西北华中西南华南华东数值铺货率数值铺货率8全国饼干在不同地区现代通路的市场渗透率饼干在西北现代通路中渗透率最高80828383828282868483828181789284868797979771717576807674606767627570717979767677777780777775767576AM01JJ01AS01ON01DJ02FM02AM02东北华北西北华中西南华南华东数值铺货率数值铺货率10全国饼干不同品类年度销售变化趋势夹心饼干在过去两年里始终保持稳定增长AM00AM01AM02AM00AM01AM028.3%12.1%26.1%21.2%6.8%8.6%14.4%销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）曲奇蛋卷咸单片甜单片夹心梳打威化其他8.9%12.4%32.9%20.1%7.8%6.9%7.9%3.0%2,6%9.2%2.9%11.6%27.9%20.5%8.2%8.3%11.4%12912916116116816826232623319431943230323010.7%4.4%11.1%19.8%22.9%7.0%7.7%16.4%11.9%6.6%12.2%24.3%22.0%7.7%7.3%7.9%12.2%5.7%11.0%20.4%22.5%8.1%8.1%12.0%11全国饼干不同品类双月销量趋势曲奇/蛋卷等在春节过后，本期销量明显下降2.22.12.22.732.72.12.222.22.332.40.70.70.80.90.90.70.60.60.50.70.71.10.82.92.933.53.52.92.92.93.13.33.63.63.77.26.87.27.48.37.87.36.977.27.77.97.24.94.85.466.15.25.55.35.55.86.36.26.41.72.12.22.52.51.91.91.71.82.12.11.91.91.91.822.12.42.42.62.52.52.32.42.32.42.42.52.62.93.33.63.53.33.44.44.44.64AM00JJ00AS00ON00DJ01FM01AM01JJ01AS01ON01DJ02FM02AM02曲奇蛋卷咸单片甜单片夹心梳打威化其他销售量（千吨）销售量（千吨）13不同地区饼干不同品类销量重要性分布华南地区饼干品类分布较分散22.820.614.626.830.920.913.637.63446.122.219.620.512.7610.27.114.56.117.313.21.83.576.32.21210.35.56.22.910.58.37.7195.56.92.9812.78.11311.80.221.83.25.41915.718.79.417.99.412.50.810.40.50.40.90.3东北华北西北华中西南华东华南夹心甜单片咸单片梳打威化曲奇蛋卷其...