The market for regional cuisines is mainly driven by travel and migration activities, which stimulate the need for and supply of regional food. Also, gourmet food lists and various social media platforms help consumers to discover more regional dishes. In addition, live streaming platforms increase the public’s exposure to regional dishes and have in particular driven the rapid spread of packaged regional instant food.

Mintel’s research shows that Yunnan/Guizhou and Northwest cuisines have relatively lower penetration rates, which implies an opportunity to reach new consumers. However, given these two cuisines’ current low rates of consumer preference, businesses could consider improving consumer satisfaction first before targeting non-users. In terms of packaged regional instant noodles, besides Yunnan rice noodles and Chongqing noodles, all the other types are only popular within their local regions. Collaborating with KOLs and leveraging live streaming platforms could be an efficient way to help regional instant food expand beyond their local regions, as most respondents would purchase regional cuisines online because of recommendations from KOLs. Furthermore, offering desserts/appetizers with local elements and adjusting the flavour of dishes are the most attractive localisation methods for regional restaurants and dishes.

The Report focuses on regional cuisines. It explores consumers’ eating habits and attitudes towards different cuisines which include both Chinese and other countries’ cuisines. Also, the Report looks at consumers’ preferred localisation methods for regional dishes and regional restaurants.