Table of Contents
Executive Summary
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- Impact of COVID-19 on retail sales of sauces, seasonings and spreads
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- Figure 1: Short, medium and long term impact of COVID-19 on the sauces, seasonings and spreads product market, November 2020
- The market
- Retail market value keeps its upward trend
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- Figure 2: Total China retail sales and forecast of sauces, seasonings and spreads, 2015-25
- Easy cooking solution and community-based commerce are worth noticing
- A steady growth across all segments
- Companies and brands
- Leading companies continuously grab share from other players
- Soy sauce has seen newcomers from other categories
- Innovative formats and recipes to target diversified dining needs
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- Figure 3: Market share of main companies in sauces, seasonings and spreads, China, 2018-20 (est)
- The consumer
- Lighter palate towards umami, savoury and even sweetness
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- Figure 4: Dieting habits, by family structure, China, September 2020
- Strong taste is still dominant, yet western sauces are catching up
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- Figure 5: Sauce product usage, September 2020
- Rich flavours from food services are popular, especially among younger consumers
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- Figure 6: Usage of compound seasonings packs, China, September 2020
- Safety prior to health when choosing sauces and seasonings
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- Figure 7: Health and safety attributes of sauces and seasonings products, China, September 2020
- Western-style sauces and spreads target different occasions
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- Figure 8: Consumption occasions of western-style sauces and spreads, China, September 2020
- Special processing method is the new label of premiumness
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- Figure 9: Premium attributes of sauces and seasonings, China, September 2020
- What we think
Issues and Insights
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- The next-level convenience for the young
- The facts
- The implications
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- Figure 10: Haitian Kuaijiefangshi compound seasonings pouches, China, 2020
- Figure 11: Dandan Laochengdu small hotpot base, China, 2020
- Strong taste preference vs conscious sugar/salt intake
- The facts
- The implications
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- Figure 12: Shinho Qing Light Salt Soy Sauce (collaborated with dxy.com), China, 2020
The Market – What you need to know
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- Retail market value increased with a CAGR of 9.1%
- Foodservice restructure and community-based commerce boom
- All segments will experience steady growth
Market Size and Forecast
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- Retail sales value continue to grow
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- Figure 13: Total China retail sales and forecast of sauces, seasonings and spreads, 2015-25
Market Factors
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- Foodservice structural change impose impact on condiment category
- Community-based commerce boom is noteworthy
- Habitual in-home cooking after COVID-19
- Change of cooking method suggests healthier diet
Market Segmentation
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- Soy Sauce – Keeps its first place in share of the market
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- Figure 14: Forecast for sale value of soy sauce, 2015-25
- Vinegar – A steady growth is expected
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- Figure 15: Forecast for sale value of vinegar, 2015-25
- Oyster Sauce – Maintains double-digit growth
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- Figure 16: Forecast for sale value of oyster sauce, 2015-25
- Tomato Sauce – Continues its growing status
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- Figure 17: Forecast for sale value of tomato sauce, 2015-25
- Salad Dressing – Keeps the upward growing status
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- Figure 18: Forecast for sale value of salad dressing, 2015-25
Key Players – What you need to know
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- More concentrated market share of leading companies
- Fierce competition in soy sauce
- New occasions incubate innovative concepts and formats
Market Share
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- Leading players keep their dominant positions and industry concentrates further
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- Figure 19: Market share of main companies in sauces, seasonings and spreads, China, 2018-20 (est)
Competitive Strategy
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- Haitian deepen premium soy sauce innovation
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- Figure 20: Haitian Simplified Brewed Soy Sauce, China, 2020
- Figure 21: Haitian Naked Soy Sauce, China, 2020
- Heinz’ Master (味事达) aims to be the second-largest Chinese sauce brand
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- Figure 22: Kraft Heinz investor Day 2020, China market
- Totole launched ‘recipe-style’ seasoning pouches
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- Figure 23: Totole recipe-style seasoning pouches, China, 2020
- Brands keep refining their hero Chinese-style compound seasonings with a clear cuisine type focus
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- Figure 24: Haidilao crayfish compound sauces products, China, 2020
- Figure 25: Tewey fish cuisine compound sauces products, China, 2020
- Leading players in adjacent categories tapping into sauces and seasonings
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- Figure 26: Sauces and seasonings launched by oil brands, China, 2020
- Figure 27: Shuanghui Jiangziya, China, 2020
Who’s Innovating?
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- New product innovation trends
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- Figure 28: New sauces, seasonings and spreads product launches, by sub-category, China 2017-20 (moving annual)
- Figure 29: New sauces, seasonings and spreads product launches, by sub-category, China 2017-20 (moving annual)
- Innovation spotlights
- Small sauce sachet become a popular round-up item on food delivery channel
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- Figure 30: Zuodashi search results on eleme.com, China, 2020
- Figure 31: Zuodashi portfolio, China, 2020
- Seasonings for fitness enthusiasts proactively claim sugar reduction
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- Figure 32: Jianshenxiaochu stevia hotpot paste, China, 2020
- Figure 33: Changing zero fat apple chilli sauce, China, 2020
The Consumer – What You Need to Know
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- Increasingly conscious about sugar/salt intake
- Strong taste still dominant Chinese consumer’s table
- Safety prior to health as a key purchase consideration
Dieting Habits
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- Nutritious menu with lighter palate
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- Figure 34: Dieting habits, China, September 2020
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- Figure 35: Ranking of select food/seasonings intake reduction, China, 2016-20
- Salt intake concern growing in lower tier cities
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- Figure 36: Daily salt intake recommended by Guidelines for Chinese Residents, China, 2007-16
- MSG and salt are parents’ major concerns
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- Figure 37: Dieting habits, by family structure, China, September 2020
Product Usage
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- Strong tastes that go with Chinese dishes are still the leading trend
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- Figure 38: Sauce product usage, September 2020
- Western sauces having a place in daily cooking repertoire
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- Figure 39: Western sauce product usage, 2016-20
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- Figure 40: Pasta sauce as hotpot base, China, 2020
- Young men open to western sauces but only tied to specific dishes
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- Figure 41: Sauce product usage, by gender and age, September 2020
- Regional taste reflected in sauce choice
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- Figure 42: Select sauce product usage, by city, September 2020
Usage of Compound Seasonings Packs
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- ‘Dine-out’ flavours available at home
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- Figure 43: Usage of compound seasonings packs, China, September 2020
- Youngers go for strong taste; older consumers go for traditional dish flavours
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- Figure 44: Flavours of compound seasonings packs, by age, China, September 2020
Health and Safety Factors
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- Safety is still the top priority
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- Figure 45: Health and safety attributes of sauces and seasonings products, China, September 2020
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- Figure 46: Food reduced in the last six months, by top health and safety attributes, China, September 2020
- Beijing is serious about low/no fat
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- Figure 47: Ranking of health claims recognized as the first priority of sauces and seasonings, by city, China, September 2020
Consumption Occasions of Western-style Sauces and Spreads
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- Rich flavours catching up
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- Figure 48: Consumption occasions of western-style sauces and spreads, China, September 2020
- Females – more encouraged to use western spreads for breakfast
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- Figure 49: Select western-style sauces and spreads for breakfast, by gender and age, China, September 2020
Premium Product Features
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- Special processing method worth it
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- Figure 50: Premium attributes of sauces and seasonings, China, September 2020
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- Figure 51: Premium attributes of sauces and seasonings, China, 2016-20
- Figure 52: Sauce with local craftsmanship claim, 2020
- GMO and organics are concerns for older consumers while pairing ideas appeal to younger people
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- Figure 53: Select premium attributes of sauces and seasonings, by gender and age, China, September 2020
Meet the Mintropolitans
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- Mintropolitans value organic ingredients
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- Figure 54: Ranking of health and safety factors on sauces and seasonings, by consumer classification, China, September 2020
- MinTs are more creative when consuming western spreads
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- Figure 55: Consumption occasions of western spreads, by consumer classification, China, September 2020
Appendix – Methodology, Definition, and Abbreviations
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- Methodology
- Abbreviations
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