Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Retail market size of sauces in China, by value, 2009-19
- Figure 2: Retail market size of chicken granules in china, by value, 2009-19
- Companies and brands
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- Figure 3: Share of sauces and seasonings retail market, by value, by company, 2012 and 2013
- The consumer
- Interestingly, high earners do more home cooking
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- Figure 4: The responsibility for cooking at home, September 2014
- The healthy eating trend is seen by changes in sauces and seasonings consumption
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- Figure 5: Trends in sauces and seasonings consumption, September 2014
- Opportunities in bringing foreign sauces to China
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- Figure 6: Interest in foreign sauces, September 2014
- Many buy products to prepare a special meal, not just simply to restock
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- Figure 7: Occasions for buying sauces and seasonings, September 2014
- Healthy product features and high-quality ingredients are what people are most willing to pay more for
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- Figure 8: Factors that consumers are willing to pay more for, September 2014
- Consumers have a variety of problems when buying and using sauces and seasonings
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- Figure 9: Consumers’ problems with sauces and seasonings, September 2014
- Consumer attitudes towards sauces and seasonings
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- Figure 10: Attitudes towards sauces and seasonings, September 2014
- Five consumer segments identified by Mintel
- Key issues
- Specialised sauces to match different ingredients and cooking methods
- How to enhance healthy perception through packaging
- Opportunities for more ready-to-use sauces
- What we think
Issues and Insights
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- Specialised sauces to match different foods and cooking methods
- The facts
- The implications
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- Figure 11: Examples of sauces designed for Steaming (Meiweixian, Q2 2014) and Braising (Shinho, Q4 2012)
- How to enhance healthy perception through packaging
- The facts
- The implications
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- Figure 12: Packaging example from American Pasteurized Prepared Cheese product launched by Kraft (US), Q3 2014
- Figure 13: Packaging example from juice drink by Sainsbury's British Strawberry & Rhubarb (UK), Q3 2014
- There are opportunities for brands to launch more ready-to-use sauces
- The facts
- The implications
Trend Application
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- Minimize Me
- Guiding Choice
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- Figure 14: Examples of building linkage between sauces and the recommended ingredients, China, 2014
- The Big Issue
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- Figure 15: Examples of marking calories per serve on the package, UK, 2014
Market Size and Forecast
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- Key points
- Sauces
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- Figure 16: Retail market size of sauces in China, 2009-14
- Seasoning: chicken granule
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- Figure 17: Retail market size of chicken granules in China, 2009-14
- The sauces and seasonings market enjoys fast growth
- Forecast
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- Figure 18: Retail value of sauces market in China, 2009-19
- Figure 19: Retail value of chicken granules market in China, 2009-19
- Forecast methodology
- Key market drivers
- Potential lower cost of production for the industry due to the abolishment of salt supply monopoly
- Rising spending power supports trading up
- The increase of cooking at home
- Key challenges of growth
- Concerns about the bad effects on health
- A matured market of traditional Chinese condiments
- The varied taste preferences of Chinese people
Market Segmentation – Sauces
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- Key points
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- Figure 20: Sales of retail sauces market in China, by value and volume, 2009-14
- The retail sauces market is dominated by soy sauce and vinegar
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- Figure 21: Year-on-year growth of retail sauces market in China, by value and volume, 2009-14
- Oyster sauce leads the growth in traditional Chinese sauces
- Foreign sauces are getting popular among Chinese consumers
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- Figure 22: Segment share of sauces – foreign sauces, 2009-14
Market Share
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- Key points
- A fragmented market dominated by local players
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- Figure 23: Retail market share of sauces and seasonings in China, by value, 2012 and 2013
- Haitian further strengthened its leading position
- Online presence may contribute to market share increase
Who’s Innovating?
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- Key points
- Top claims of new launched products over 2011-14
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- Figure 24: Top claims in new sauces and seasonings products launched in China, 2011-14
- Brands are upgrading consumers to premium products
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- Figure 25: Examples of premium soy sauce Haitian (Q2, 2014), Shinho (Q4, 2014) and Jiajia (Q3, 2014), China
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- Figure 26: New vinegar products launched in China, by price, 2011-14
- Figure 27: Examples of premium vinegar, China, 2014
- The market sees more ready-to-use sauces for certain dishes
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- Figure 28: Examples of ready-to-use sauces, China, 2014
- Leading brands are launching sauces for children
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- Figure 29: Share of new sauces and seasonings designed for children and babies, selected countries, 2011-Nov 2014
- Figure 30: Examples of soy sauce for children from Chubang (Q2, 2014), Zhi Mei Zhai (Q3, 2013), Shinho (Q3, 2012), China
- Global: manufacturers in South East Asia are launching coconut vinegar
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- Figure 31: Examples of coconut vinegar from global, 2014
Companies and Brands
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- Foshan Haitian Flavouring Food Co., Ltd.
- Jiangsu Hengshun Vinegar-Industry Co., Ltd
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- Figure 32: Hengshun’s vinegar product portfolio, November 2014
- Nestlé S.A.
- Lee Kum Kee International Holdings Ltd.
- Guangdong Meiweixian Flavoring Foods Co., Ltd.
- Jiajia Food Group Co., Ltd.
- H J Heinz Company
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- Figure 33: Main sauces and seasonings products of Heinz China, November 2014
- Yantai Shinho Weidamei Food Co., Ltd.
The Consumer – Responsibility for Cooking at Home
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- Key points
- Despite busy lifestyles, still majority of consumers cook at home
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- Figure 34: The responsibility for cooking at home, September 2014
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- Figure 35: The responsibility for cooking at home, “I cooked/prepared all meals in my home”, by gender and age, September 2014
- Brands could cultivate the habit of cooking among young consumers
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- Figure 36: The responsibility for cooking at home, “I prepared all meals in my home”, by gender and age, September 2014
- High earners not necessarily cooking less at home
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- Figure 37: Responsibilities to cook at home, by age and personal income, September 2014
The Consumer – Trends in Sauces and Seasonings Consumption
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- Key points
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- Figure 38: Trends in sauces and seasonings consumption, September 2014
- Consumers are moving away from MSG
- Vinegar is gaining popularity among consumers
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- Figure 39: Consumers who have eaten more vinegar in the past six months, by gender and personal income, September 2014
- Soy sauce has the least change in usage level
- People from tier one cities are moving towards a lighter taste
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- Figure 40: The sauces and seasonings that people are eating less, by city tier, September 2014
The Consumer – Interest in Foreign Sauces
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- Key points
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- Figure 41: Interest in foreign sauces, September 2014
- High acceptance of tomato sauce shows good prospect for foreign sauces
- Consumers call for sauces that can go with vegetables
- Consumers are very likely to repurchase BBQ sauce and curry paste
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- Figure 42: Interest in BBQ sauces and curry paste: “have eaten and interested in eating again”, by gender and age, September 2014
- Potential for brands to launch more niche sauces and seasonings
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- Figure 43: Drop rate of foreign sauces, September 2014
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- Figure 44: Example of small packaging of sauces from Ass Kickin' (US), Q2 2010
- Regional influences
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- Figure 45: Interest in foreign sauces, “Have eaten and interested in eating again”, by cities, September 2014
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- Figure 46: Map of cities and interested foreign sauces, September 2014
The Consumer – Occasions for Purchase
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- Key points
- Opportunities for companies to launch condiments for popular cuisines
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- Figure 47: Occasions for buying sauces and seasonings, September 2014
- Families with children are likely to try more new products
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- Figure 48: Occasions for buying sauces and seasonings, by children in household, September 2014
- Respondents show high loyalty in buying sauces and seasonings
The Consumer – Factors that Consumers Would be Willing to Pay More For
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- Key points
- Health factors come first as something consumers would be willing pay more for
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- Figure 49: Factors that consumers are willing to pay more for, September 2014
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- Figure 50: Selected factors that consumers are willing to pay more for, by city tier, September 2014
- Ingredient plays a key role in demonstrating high product quality
- Consumers call for products designed for specific dish/ingredient
- Convenient packaging also adds value to consumers
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- Figure 51: Examples of convenient packaging from Mizkan in Japan, Q1 2014
- Good ingredient and brand reputation are more important to entice trial purchase
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- Figure 52: Occasions for buying sauces and seasonings, “to restock on the ones I commonly use” versus “to try a new product launched to the market”, by influence factor, September 2014
The Consumer – Problems Encountered When Buying/Using Sauces and Seasonings
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- Key points
- Consumers have more problems in buying sauces and seasonings
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- Figure 53: Consumers’ problems with sauces and seasonings, September 2014
- Give more information about taste to differentiate the products
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- Figure 54: Problems encountered when buying sauces and seasonings, September 2014
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- Figure 55: Examples of taste measurement scale on product package, China, November 2014
- There is scope for companies to appeal to consumers via taste trials
- Low earners need even more help deciding which products to buy
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- Figure 56: Problems encountered in buying sauces and seasonings, by personal income, September 2014
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- Figure 57: Examples of taste description on product label. Kewpie (China), 2014
- Use smaller packages
- Apply small gadgets to help consumers make measurements
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- Figure 58: Example of measuring gadget in packaging from Nestlé (US), Q4 2012
The Consumer – Attitudes towards Sauces and Seasonings
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- Key points
- Consumers are willing to see specific sauces and seasonings
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- Figure 59: Attitudes towards sauces and seasonings, taste-related statements, September 2014
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- Figure 60: Attitudes towards sauces and seasonings, “Any Agree”, by income, September 2014
- Brands could leverage recipes to promote their products
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- Figure 61: Attitudes towards sauces and seasonings, taste-related statements, September 2014
- Opportunities for restaurants to launch their own-label sauces
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- Figure 62: Attitudes towards sauces and seasonings, cooking attitude-related statements, September 2014
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- Figure 63: Examples of own-label sauces from Hai Di Lao and Jia You Hao Mian
- Use the homemade concept to enhance authenticity and emotional appeal
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- Figure 64: Attitudes towards sauces and seasonings, cooking attitude-related statements, September 2014
The Consumer – Segmentation
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- Key points
- Mapping out the different consumer clusters
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- Figure 65: Target groups, September 2014
- Master Chef (14%)
- Cooking Apprentice (24%)
- Variety Lover (20%)
- Condiment Sceptics (18%)
- Muddle Along (23%)
Appendix – Market Segmentation – Sauces
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- Figure 66: Retail value sales of sauces, 2009-19
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Appendix – Market Segmentation – Soy Sauce
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- Figure 67: Retail value sales of soy sauce, 2009-19
- Figure 68: Retail value sales of soy sauce, China, 2009-19
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Appendix – Market Segmentation – Vinegar
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- Figure 69: Retail value sales of vinegar, 2009-19
- Figure 70: Retail value sales of vinegar, China, 2009-19
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Appendix – Market Segmentation – Oyster Sauce
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- Figure 71: Retail value sales of oyster sauce, 2009-19
- Figure 72: Retail value sales of oyster sauce, China, 2009-19
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Appendix – Market Segmentation – Chili Sauce
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- Figure 73: Retail value sales of chili sauce, 2009-19
- Figure 74: Retail value sales of chili sauce, China, 2009-19
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Appendix – Market Segmentation – Other Traditional Sauces
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- Figure 75: Retail value sales of other traditional sauces, 2009-19
- Figure 76: Retail value sales of other traditional sauces, China, 2009-19
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Appendix – Market Segmentation – Foreign Sauces
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- Figure 77: Retail value sales of foreign sauces, 2009-19
- Figure 78: Retail value sales of foreign sauces, China, 2009-19
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Appendix – Market Segmentation – Chicken Granules
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- Figure 79: Retail value sales of chicken granules, 2009-19
- Figure 80: Retail value sales of chicken granules, China, 2009-19
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Appendix – The Consumer – Responsibility for Cooking at Home
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- Figure 81: Responsibility for cooking at home, September 2014
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- Figure 82: Responsibility for cooking at home, by demographics, September 2014
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Appendix – The Consumer – Trends in Sauces and Seasonings Consumption
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- Figure 83: Trends in sauces and seasonings consumption, September 2014
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- Figure 84: Trends in sauces and seasonings consumption – Salt, by demographics, September 2014
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- Figure 85: Trends in sauces and seasonings consumption – MSG, by demographics, September 2014
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- Figure 86: Trends in sauces and seasonings consumption – Soy sauce, by demographics, September 2014
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- Figure 87: Trends in sauces and seasonings consumption – Vinegar, by demographics, September 2014
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- Figure 88: Trends in sauces and seasonings consumption – Dry seasoning powder for flavour enhancement, by demographics, September 2014
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- Figure 89: Trends in sauces and seasonings consumption – Spicy/hot condiments, by demographics, September 2014
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- Figure 90: Trends in sauces and seasonings consumption – Sesame oil, by demographics, September 2014
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- Figure 91: Trends in sauces and seasonings consumption – Salty seasoning paste, by demographics, September 2014
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- Figure 92: Trends in sauces and seasonings consumption – Sweet bean paste, by demographics, September 2014
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- Figure 93: Trends in sauces and seasonings consumption – Peanut butter, by demographics, September 2014
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- Figure 94: Trends in sauces and seasonings consumption – Prepared/ready-to-use sauces for dishes, by demographics, September 2014
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- Figure 95: Trends in sauces and seasonings consumption – Prepared soup seasonings, by demographics, September 2014
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Appendix – The Consumer – Interest in Foreign Sauces
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- Figure 96: Interest in foreign sauces, September 2014
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- Figure 97: Interest in foreign sauces – Tomato sauce*, by demographics, September 2014
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- Figure 98: Interest in foreign sauces – Pasta paste, by demographics, September 2014
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- Figure 99: Interest in foreign sauces – BBQ sauce, by demographics, September 2014
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- Figure 100: Interest in foreign sauces – Mayonnaise, by demographics, September 2014
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- Figure 101: Interest in foreign sauces – Salad dressing, by demographics, September 2014
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- Figure 102: Interest in foreign sauces – Korean chili sauce, by demographics, September 2014
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- Figure 103: Interest in foreign sauces – Wasabi, by demographics, September 2014
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- Figure 104: Interest in foreign sauces – Curry paste, by demographics, September 2014
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- Figure 105: Interest in foreign sauces – Exotic spices/herbs, by demographics, September 2014
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- Figure 106: Interest in foreign sauces – Fish sauce, by demographics, September 2014
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- Figure 107: Interest in foreign sauces – Tom Yum Kung, by demographics, September 2014
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Appendix – The Consumer – Occasions for Buying Sauces and Seasonings
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- Figure 108: Occasions for buying sauces and seasonings, September 2014
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- Figure 109: Most popular occasions for buying sauces and seasonings, by demographics, September 2014
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- Figure 110: Next most popular occasions for buying sauces and seasonings, by demographics, September 2014
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Appendix – The Consumer – Factors that Consumers Would be Willing to Pay More For
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- Figure 111: Factors that consumers would be willing to pay more for, September 2014
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- Figure 112: Most popular factors that consumers would be willing to pay more for, by demographics, September 2014
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- Figure 113: Next most popular factors that consumers would be willing to pay more for, by demographics, September 2014
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- Figure 114: Other factors that consumers would be willing to pay more for, by demographics, September 2014
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- Figure 115: Factors that consumers would be willing to pay more for, by most popular occasions for buying sauces and seasonings, September 2014
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- Figure 116: Factors that consumers would be willing to pay more for, by next most popular occasions for buying sauces and seasonings, September 2014
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Appendix – The Consumer – Problems Encountered When Buying/Using Sauces and Seasonings
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- Figure 117: Problems encountered when buying/using sauces and seasonings, September 2014
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- Figure 118: Most popular problems encountered when buying/using sauces and seasonings, by demographics, September 2014
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- Figure 119: Next most popular problems encountered when buying/using sauces and seasonings, by demographics, September 2014
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- Figure 120: Other problems encountered when buying/using sauces and seasonings, by demographics, September 2014
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Appendix – The Consumer – Attitudes towards Sauces and Seasonings
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- Figure 121: Attitudes towards sauces and seasonings, September 2014
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- Figure 122: Agreement with the statement ‘The fewer sauces/seasonings used during cooking, the healthier the dish’, by demographics, September 2014
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- Figure 123: Agreement with the statement ‘I am concerned about the safety of ingredients in packaged sauces/seasonings’, by demographics, September 2014
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- Figure 124: Agreement with the statement ‘I am unsure how much salt/sugar/oil I consume every day’, by demographics, September 2014
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- Figure 125: Agreement with the statement ‘It is necessary to apply particular sauces/seasonings for particular ingredients’, by demographics, September 2014
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- Figure 126: Agreement with the statement ‘Even within the same category, sauces/seasonings from different cuisine styles vary a lot in taste’, by demographics, September 2014
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- Figure 127: Agreement with the statement ‘I would like to see more recipes indicating the detailed product name of sauces/seasonings to use for the dishes’, by demographics, September 2014
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- Figure 128: Agreement with the statement ‘I am interested in cooking dishes at home which I enjoyed when eating out’, by demographics, September 2014
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- Figure 129: Agreement with the statement ‘Homemade sauces/seasonings are better than packaged products’, by demographics, September 2014
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- Figure 130: Agreement with the statement ‘The more types of sauces and seasonings used when cooking, the better the dishes will taste’, by demographics, September 2014
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- Figure 131: Agreement with the statement ‘It is safe to stick to the brand I am used to when buying sauce/seasonings’, by demographics, September 2014
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- Figure 132: Agreement with the statement ‘Ingredients used are a bigger factor in taste than sauces/seasonings used’, by demographics, September 2014
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- Figure 133: Agreement with the statement ‘I prefer using prepared sauces rather than cooking from scratch’, by demographics, September 2014
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Appendix – The Consumer – Segmentation
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- Figure 134: Target groups, September 2014
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- Figure 135: Target groups, by demographics, September 2014
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- Figure 136: Trends in sauces and seasonings consumption, by target groups, September 2014
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- Figure 137: Interest in foreign sauces, by target groups, September 2014
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- Figure 138: Occasions for buying sauces and seasonings, by target groups, September 2014
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- Figure 139: Factors that consumers would be willing to pay more for, by target groups, September 2014
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- Figure 140: Problems encountered when buying/using sauces and seasonings, by target groups, September 2014
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- Figure 141: Attitudes towards sauces and seasonings, by target groups, September 2014
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