The baking industry is growing rapidly, creating a strong demand for skilled professionals.

Baked goods, an imported delicacy that first entered China in the 1980s, have since undergone a remarkable transformation. Yet, for many people, baking remains a concept that’s not entirely clear. Still, it plays a crucial role in our daily lives—witnessed by the countless Western-style pastry shops and bakeries dotting streets and neighborhoods, as well as the sophisticated dessert counters found in top-tier hotels. In essence, baked goods broadly refer to a wide array of delectable, crispy, and flavorful foods crafted from flour, grains, and their semi-finished products, often combined with various complementary ingredients. These creations are either fermented, directly baked at high temperatures, or even deep-fried to perfection. From cakes and cookies to breads, pastries, and even mooncakes—you name it, it likely falls under the category of baked goods. And that’s precisely why we realize baking is all around us, seamlessly integrated into our everyday routines. Although the Western pastry industry is still relatively new in China, it’s rapidly gaining momentum, growing at an impressive annual rate of about 10%. This robust growth translates into promising career prospects for those entering the field. For instance, senior-level pastry chefs holding advanced technician certifications can earn over 100,000 yuan annually, while even entry-level technicians typically enjoy salaries hovering around 60,000 yuan per year. As a result, whether working in luxury hotel chains or large supermarket franchises, pastry chefs find themselves with ample opportunities for professional advancement. As the baking industry continues to evolve, it has also given rise to the increasingly popular profession of pastry chef. Today, with rising consumer standards and a deeper appreciation for Western-style pastries, consumers are no longer just seeking quantity—they’re prioritizing quality and brand reputation. Consequently, businesses are placing ever-higher expectations on their employees, demanding excellence across every aspect: from mastering exquisite flavors and perfecting sales strategies to continuously innovating to meet—and even anticipate—shifting consumer preferences.

Sales in the domestic pastry and bakery industry showed an initial upward trend before gradually slowing down.

For the first time in nearly two years, profit growth in the pastry and bread industry has begun to slow down. In response to these challenges, this year’s Mooncake Culture Festival will highlight locally inspired mooncakes featuring innovative fillings, aiming to revitalize the broader pastry and bread market. From 2003 to 2016, the pastry and bread sector experienced remarkable growth: starting from a low profit base in 2003, sales surged by an average of 28.6% annually, while profits soared by an impressive 45% each year. Over the 14-year period, industry profits actually multiplied nearly 140-fold. However, in recent years, profit growth has started to decelerate—culminating in 2017, when profit expansion dipped to a single-digit rate of just 3.84%, compared to around 26% in 2016. Even more concerning, in the first half of 2018, profit growth further slowed to a modest 5.35%. Overall, the outlook for the pastry and bread industry over the past two years remains less than optimistic. In response to these shifting market dynamics, established domestic food brands have been upgrading their pastry offerings. As the upcoming Mid-Autumn Festival approaches—a peak season for mooncake consumption—many traditional culinary giants are infusing regional flavors into their mooncake creations. For instance, Quanjude is introducing its signature scallion-infused duck meat mooncakes, while Daoxiangcun is showcasing its classic Beijing-style paste-filled mooncakes. Meanwhile, Beijing-based brand Ershang Gongyifu has unveiled its latest innovation: elegant, royal-style mooncakes that blend traditional craftsmanship with modern sophistication. Meanwhile, reporters have also learned that, to appeal to younger consumers, several companies are experimenting with Western-inspired fillings. Brands like Weiduomei are already offering unique options such as French-style cheese and chocolate-hazelnut mooncakes, seamlessly combining classic techniques with contemporary tastes. This approach not only reflects the industry’s commitment to innovation but also aligns with evolving consumer preferences. This brings us to the current state of China’s pastry and bread market: after years of robust growth and rising sales, the industry is now facing a gradual slowdown. Yet, amid these challenges, businesses remain committed to maintaining affordability for consumers. In line with the government’s recent emphasis on rational consumption and adherence to regulations governing the Mid-Autumn Festival mooncake market, packaging designs have become more understated and eco-friendly, focusing on preserving cultural heritage while keeping prices accessible despite rising production costs.

Analysis of Short-Shelf-Life Bread Market Trends

The outlook for China's domestic bread market is promising. According to research reports from Western Securities, from 2004 to 2019, China's bread industry experienced a compound annual growth rate of 11%, outpacing traditional fast-moving consumer goods such as baijiu (Chinese liquor), beer, dairy products, and seasonings. Meanwhile, per capita bread consumption in China has more than doubled over the same period—rising from less than 1 kg in 2008 to 1.9 kg in 2019, nearly tripling in just 12 years. Bread can be categorized into three types based on shelf life: long-life (with a shelf life of 6 months or more), medium-life (3–6 months), and short-life (1–7 days). Taoli Bread specializes in short-life, sealed bread products, offering a shelf life of 3–7 days in summer and 5–12 days in winter. This type of short-life bread not only delivers superior taste compared to traditional long-life varieties like those from Dali Garden and Panpan but also contains fewer preservatives, aligning perfectly with consumers' growing demand for healthier, high-quality products that prioritize both taste and wellness. As a result, with the increasing trend of short-life bread replacing both long-life and medium-life options, the future market size for short-life bread is poised for continued growth.

Analysis of the Current Status and Development Trends of China's Baking Industry in 2022

Baked goods are made from basic ingredients such as flour, yeast, salt, sugar, and water, with the addition of适量 oils, dairy products, eggs, additives, and more. Through a high-temperature baking process, these versatile, easily preserved, and convenient-to-eat foods are shaped and fully cooked. **Analysis of the Current Status and Development Trends in China’s Baking Industry in 2022** The origins of baking date back long ago. In the West, baking emerged out of the need for sustenance, with bread serving as a staple food that continues to this day. Meanwhile, in China, baking initially developed out of rituals and ceremonial feasts, where baked goods traditionally remained secondary to main dishes. Thanks to China’s vast geography and diverse culinary traditions, regional variations in baking techniques and ingredients have given rise to distinct local styles of traditional pastries. For instance, Beijing-style pastries are renowned for their rich buttery flavor, light sweetness, and delicate, flaky texture; Suzhou-style pastries stand out for their sweet taste, meticulous ingredient selection, and emphasis on health benefits; while Guangzhou-style pastries seamlessly blend Western influences, offering fresh, vibrant flavors and visually appealing designs. According to data, China’s (mainland) baking market reached over 260.08 billion yuan in 2021, representing a robust 19.9% year-on-year growth. It is projected that by 2023, the market size will surge further to 306.99 billion yuan. Yet despite this rapidly expanding market landscape, no single baking brand has managed to establish a chain network exceeding 1,000 stores, and the industry’s CR5—measuring the combined market share of the top five players—currently stands at just 11%. Overall, the sector remains characterized by a "large market with small brands." As highlighted in the "2022–2027 China Baking Industry Development Trends and Investment Risk Report" by the China Research Institute of Industrial Studies: China’s cake-baking market has experienced rapid growth, with a compound annual growth rate (CAGR) of 11% from 2016 to 2020. By 2021, the market had already surpassed 280 billion yuan, and it is expected to reach 306.99 billion yuan by 2023. Meanwhile, as the baking industry continues to expand swiftly, capital investment is also accelerating into this dynamic sector. This influx of funding has spurred innovative strategies such as cross-industry marketing collaborations, the introduction of "internet-celebrity" products, the rejuvenation of established brands, and the emergence of new consumption trends centered around semi-prepared baked goods—all of which are injecting fresh vitality into the industry. However, the COVID-19 pandemic temporarily dampened growth, causing the CAGR between 2016 and 2021 to decline to around 7.7%. Looking ahead, though, the industry is poised for recovery, with forecasts projecting an average annual growth rate of nearly 8.5% from 2021 to 2026. Meanwhile, per capita sales of baking products in China continue to demonstrate strong momentum, surpassing 174 yuan in 2021. "In recent years, the remarkable growth in the baking industry has largely been driven by the explosive popularity of internet-famous bakeries and their signature products," notes Guo Chao, a branding expert. "Capital backing for these trendy establishments has significantly accelerated the sector’s expansion." Indeed, the combination of unique brand identities and innovative product offerings has become a defining feature of internet-driven bakeries, perfectly aligning with the evolving consumption preferences of younger consumers. From quaint storefronts lining bustling streets to chic retail spaces within shopping malls and commercial complexes, the modern baking experience offered by brands like Wangwang Bakery is increasingly tailored to match the shopping habits of today’s youth.

A single slice of bread contains 17 food additives! Boosting food safety awareness doesn’t mean we have to fear "additives" at every turn.

Many foods in our daily lives contain food additives, yet recurring food safety scandals involving substances like melamine and Sudan Red often cause the public to view additives with extreme caution—or even outright fear. For instance, a slice of whole-grain bread may list as many as 17 food additives on its ingredient label, including calcium sulfate, vitamin C, carotene, calcium lactate, xylanase, malt extract, and amylase, while a single ice cream stick could contain up to 14 different types of additives. Yet, these legally approved food additives are far less "scary" than people might imagine. In fact, these commonly used, legitimate additives pose no real harm to human health. On the other hand, well-known substances like melamine and Sudan Red are not classified as food additives—they’re actually illegal contaminants. Despite this critical distinction, they’re often mistakenly lumped together, leading to unnecessary public concern. Beyond food additives, children also frequently encounter beverage additives in their everyday lives. For example, antioxidants help prevent or slow down the oxidation and breakdown of food ingredients. Take tea drinks, for instance: the natural tea polyphenols added to them not only inhibit discoloration but also preserve the drink’s rich aroma. Meanwhile, colorants—also known as food pigments—are used to enhance or restore the visual appeal of foods, giving them vibrant hues that make them more enticing. Teenagers are at a pivotal stage in their development, making it crucial for them to acquire and internalize accurate knowledge, attitudes, and practices (KAP) related to food safety. Building this foundation early on can shape lifelong habits, fostering a deeper understanding of food safety and empowering young people to approach food-related crises with rationality and confidence. During today’s science outreach session, the students participated in a hands-on "Rainbow Candy Experiment," which vividly demonstrated what food colorants are all about. Through this engaging activity, they gained a clearer grasp of how these additives work—and, perhaps most importantly, developed a newfound appreciation for the role food safety plays in their daily lives. One sixth-grade student shared excitedly, "I never realized before today that melamine isn’t a food additive—it’s actually an illegal contaminant! This really filled in a gap in my knowledge." Many other kids echoed similar sentiments, vowing to start paying closer attention to ingredient lists and expiration dates whenever they shop for food, ensuring they make healthier choices for themselves and their families.