Table of Contents
Executive Summary
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- The market
- Willingness to invest more leisure time on home cooking or baking
- Rising attention to healthy eating will result in demand for better-for-you products
- Small kitchen appliances bring new experience and enjoyment in cooking
- Impact of COVID-19 on cooking and baking habits
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- Figure 1: Short, medium and long-term impact of COVID-19 on cooking and baking habits
- The consumer
- Young males are catching up with females in cooking responsibilities
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- Figure 2: Who does cooking and baking – Cooking, by gender and age, September 2020
- Cooking interest in domestic cuisines varies by region
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- Figure 3: Learning Interests – Chinese style, by region, September 2020
- Preference of cooking method is decided by food type and regional dining habits
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- Figure 4: Cooking methods, September 2020
- Consumers are explorative in baking activities after beginning their journey
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- Figure 5: Baking activities, September 2020
- Dairy ingredients are more commonly purchased from grocery stores selling imported products
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- Figure 6: Purchase channel, September 2020
- Highlight fun and joyful experience when marketing to younger consumers
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- Figure 7: Meaning of cooking and baking, by age, September 2020
- What we think
Issues and Insights
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- Healthy eating should be a key marketing focus
- The facts
- The implications
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- Figure 8: Product examples of sauces and seasonings with natural and minus claims, China, 2020
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- Figure 9: Eat Just Future Food Studio
- Marketing to the rising cooking population of young consumers aged 18-24
- The facts
- The implications
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- Figure 10: Product examples of compound seasoning packs, China, 2020
- Turning cooking and baking into joyful and fun experiences
- The facts
- The implications
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- Figure 11: Product examples of baking kits for children, USA, 2019-20
- Figure 12: Morphy Richards Multifunction Cooking Pot, China
The Market – What You Need to Know
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- Increased at-home time contribute to home cooking activities
- Rising health awareness will push consumers to cook in healthier ways
Market Factors
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- From dining out to cooking at home
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- Figure 13: Barriers to dining out, October 2020
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- Figure 14: Frequency of doing different activities – Cook at home, February to July, 2020
- Health concern would facilitate cooking in healthier ways
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- Figure 15: Most concerned things in current life, February to September 2020
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- Figure 16: Change of life priorities – Higher priority, April to September 2020
- Booming sales of small kitchen appliances promote both home cooking and baking activities
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- Figure 17: Ownership and purchase interest of small kitchen appliances, August 2020
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- Figure 18: Product examples of small kitchen appliances, China
The Consumer – What You Need to Know
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- Shrinking gender gap in cooking responsibility among younger generations
- Females and mid-to-high earners demonstrate more interest in learning foreign cuisines
- Families with kids are more explorative in baking activities
Who Does Cooking and Baking
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- Male cooking population are catching up in younger generations
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- Figure 19: Who does cooking and baking, September 2020
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- Figure 20: Who does cooking and baking – Cooking, by gender and age, September 2020
- Families with children do more home cooking and baking
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- Figure 21: Who does cooking and baking, by family structure, September 2020
- Living situation impacts cooking responsibilities
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- Figure 22: Who does cooking and baking, by living situation, September 2020
Learning Interests
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- Sichuan and Hunan main dishes attract most learning interest
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- Figure 23: Learning Interests, September 2020
- Learning interest towards domestic cuisines varies by region
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- Figure 24: Learning Interests – Chinese style, by region, September 2020
- Females and mid-to-high earners are more likely to be cooking enthusiasts
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- Figure 25: Learning Interests – Foreign style (net), by gender, age and monthly personal income, September 2020
Cooking Methods
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- Food type determines cooking methods
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- Figure 26: Cooking methods, September 2020
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- Figure 27: Product examples of sauces and seasonings based on cooking method and food type, China, 2020
- Region rather than city tier differentiates cooking habits
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- Figure 28: Cooking methods – Select items, by region, September 2020
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- Figure 29: Cooking methods – Select items, by region, September 2020
- Figure 30: Cooking methods – Select items, by region, September 2020
- Boiling is more used by consumers aged 18-24 for various food types
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- Figure 31: Cooking methods – Boiled, by age, September 2020
Baking Activities
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- Consumers are explorative in baking activities
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- Figure 32: Baking activities, September 2020
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- Figure 33: Repertoire analysis of baking activities, September 2020
- Consumers aged 25-49 are baking more varieties
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- Figure 34: Repertoire analysis of baking activities, by age, September 2020
- Bigger families tend to do more types of baking
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- Figure 35: Repertoire analysis of baking activities, by family structure and living situation, September 2020
- Lower tier cities are equally interested
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- Figure 36: Baking activities, by city tier, September 2020
Purchase Channel
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- Shopping channel depends on versatility of the ingredient
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- Figure 37: Purchase channel, September 2020
- Dairy products are purchased more from imported stores
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- Figure 38: Purchase channel – grocery stores selling imported products, by monthly personal income, September 2020
- Ready-to-bake products could help bakery houses tap into home baking
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- Figure 39: Purchase channel – Bakery houses, September 2020
Meaning of Cooking and Baking
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- Home cooking and baking promotes healthy eating
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- Figure 40: Meaning of cooking and baking, September 2020
- More consumers aged 18-24 regard cooking and baking as hobbies
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- Figure 41: Meaning of cooking and baking, by age, September 2020
Meet the Mintropolitans
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- MinTs demonstrate more interest towards learning niche exotic cuisines
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- Figure 42: Learning Interests, by consumer classification, September 2020
- Baking activities enjoy more diversity among MinTs
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- Figure 43: Baking activities, by consumer classification, September 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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