Table of Contents
Executive Summary
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- The market
- Population mobility promotes the development of regional cuisines
- Multiple platforms provide consumers meal solutions when dining out
- Changing cooking methods to bring more attention
- The consumer
- Opportunities for Yunnan/Guizhou, Northwest, French and Italian cuisines
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- Figure 1: Regional cuisine adoption, December 2019
- Most regional instant noodles only popular within the local regions
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- Figure 2: Online purchasing behaviour, December 2019
- Spicy and salty flavours are more welcomed than sweet
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- Figure 3: Taste preferences, December 2019
- Primary methods of localisation
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- Figure 4: Preferred methods of localisation, December 2019
- Importance of introducing cooking methods and menu designs with cultural features
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- Figure 5: Expectations on regional cuisine restaurants, December 2019
- Opportunity for opening more regional cuisines in different cities
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- Figure 6: Attitudes towards regional cuisines, December 2019
- What we think
Issues and Insights
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- Develop regional instant food to go nationwide
- The facts
- The implications
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- Figure 7: Multi-packed regional instant noodles, by A Kuan, China
- Figure 8: Self-heat Guilin Rice Noodles, by Shuang Yuan Yuan, China
- Localisation is not just about offering regional food but also highlighting special characteristics
- The facts
- The implications
- Operate exotic cuisines in higher tier cities
- The facts
- The implications
The Market – What You Need to Know
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- Short video and live streaming boost more purchases
- Innovative Chinese-Western fusion meals
- Adding more fun to the menu
Market Drivers
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- Travel and migration arouse demand for and supplies of regional cuisines
- Gourmet food reviews help consumers to discover more regional dishes
- Short video and live streaming increase exposure
Market Highlights
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- Fusion between Chinese and exotic elements
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- Figure 9: Preserved Vegetable and Egg Pizza, by LAGOM BRUNCH&CAFÉ, China
- Innovative cooking methods
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- Figure 10: Innovative cooking methods, China
- Innovative ingredient formats
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- Figure 11: Innovative ingredient formats, China
The Consumer – What You Need to Know
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- Design regional instant noodles for female buyers
- Introduce regional featured desserts and drinks
- Fast-food chains could add popular local dishes to the menu
Regional Cuisine Adoption
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- Yunnan/Guizhou and Northwest cuisines have potential to grow in non-local regions
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- Figure 12: Consumer preference rate and non-consumer interest rate, December 2019
- Develop Italian and French cuisines in tier two cities
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- Figure 13: Consumer preference rate and non-consumer interest rate, December 2019
- More females starting to show higher preference for international cuisines
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- Figure 14: Preferences of international cuisines, by gender, December 2019
Online Purchasing Behaviour
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- Most regional instant noodles restricted to their local regions
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- Figure 15: Online purchasing behaviour, December 2019
- More females buy regional food online
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- Figure 16: Online purchasing behaviour, by gender, December 2019
- Figure 17: Trend of live streaming events of instant food (include instant rice noodles and river snails rice noodle) on Taobao/Tmall and the interactive audience, by taosj, 1 August 2019 – 7 January 2020
Taste Preferences
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- Consumers prefer spicy over sweet
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- Figure 18: Taste preferences, December 2019
- Diversify soup flavours in different types of hotpot restaurants
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- Figure 19: Preferences of hotpot soup flavours, by respondents who have eaten certain cuisines and like it, December 2019
- 30-39s are less likely to limit salt intake when dining out
- Introduce “numb” and “sour and spicy” bullfrog/crayfish
Preferred Methods of Localisation
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- Flavour, local dishes, and cooking method are the primary ways to localise
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- Figure 20: Preferred methods of localisation, December 2019
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- Figure 21: Preferred methods of localisation – TURF Analysis, December 2019
- Adding popular local dishes attracts potential consumers of Yunnan/Guizhou/Northwest cuisines more
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- Figure 22: Preferred methods of localisation – adding popular local dishes to the menu, by respondents who have not eaten certain cuisines but want to try it, December 2019
Expectations towards Regional Cuisine Restaurants
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- Desserts with local elements will give consumers a new experience
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- Figure 23: Expectations on regional cuisine restaurants, December 2019
- Introduce regional popular fruit juices
- Cooking process and cultural appeals represent more marginal needs
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- Figure 24: Expectations on regional cuisine restaurants – TURF Analysis, December 2019
- Use regional cultural elements in store design to attract trendsetters
- Consumers’ various preferences for certain regional cuisine restaurants
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- Figure 27: Expectations on regional cuisine restaurants, by respondents who have eaten certain cuisines and like it, December 2019
- Ways to attract potential consumers of certain cuisines
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- Figure 28: Expectations on regional cuisine restaurants, by respondents who have not eaten certain cuisines but want to try it, December 2019
Attitudes towards Regional Cuisines
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- Strong demand to see more non-local cuisines
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- Figure 29: Attitudes towards regional cuisines, December 2019
- Introduce popular local dishes in both Chinese and Western fast-food chains
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- Figure 30: Attitudes towards regional cuisines, December 2019
- Target travel occasions
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- Figure 31: Attitudes towards regional cuisines, December 2019
Meet the Mintropolitans
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- Introduce ready-to-cook meal sets with cooking instructions to Mintros
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- Figure 32: Attitudes towards regional cuisines – I am interested in cooking regional cuisine by myself, by consumer classification, December 2019
- Figure 33: Regional cuisine adoption – have eaten and like it, by consumer classification and “I am interested in cooking regional cuisine by myself” – agree, by consumers classification, December 2019
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- Figure 34: Selected expectations on regional cuisine restaurants, by consumer classification and “I am interested in cooking regional cuisine by myself” – agree, by consumers classification, December 2019
- Localising dish flavour is not sufficient enough to attract Mintros
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- Figure 35: Preferred methods of localisation, by consumer classification, by consumers classification, December 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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