Table of Contents
Overview
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- What you need to know
- Products covered in this report
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- Figure 1: Definition of low/mid/high MHI groups, by city tier
Executive Summary
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- The market
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- Figure 2: Retail value of sauces market in China, 2010-20
- Figure 3: Retail value of chicken granules market in China, 2010-20
- Companies and brands
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- Figure 4: Retail market share of sauces and seasonings in China, by value, 2013 and 2014
- The consumer
- Older consumers cook more regularly, while young people see cooking as a hobby and need assistance
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- Figure 5: Cooking frequency in last six months, by age group, August 2015
- Steamed dishes favoured in Guangzhou and Shanghai, while grilled food is popular in Beijing
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- Figure 6: Consumers who have steamed and grilled food in the last six month, by city, August 2015
- Hypermarkets saw a big drop, while online purchase increased a little
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- Figure 7: Purchase channel of sauces and seasonings, 2015 vs 2013
- Consumers are more open to foreign sauces, especially in tier one cities
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- Figure 8: Dropout rate (% of have bought but will not buy again account for total who has bought) of selected sauces, 2015 vs 2014
- Top players have gained strong loyalty, have strength in specific regions
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- Figure 9: Consumers who claim to have bought and will rebuy the brands, by region, August 2015
- Safety remains the key purchase consideration factor
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- Figure 10: Important factors in buying sauces and seasonings, August 2015
- Young people see cooking as a hobby rather than a chore, and are looking for assistance
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- Figure 11: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015
- Consumers look for smaller packages
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- Figure 12: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
- What we think
Issues and Insights
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- Foreign sauces adapt to Chinese dietary habits
- The facts
- The implications
- Engaging young amateur cooks
- The facts
- The implications
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- Figure 13: Examples of Kraft “Recipe Makers”, US, 2013
- Scope for packaging innovations
- The facts
- The implications
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- Figure 14: Example of Bertolli 100% Extra Virgin Olive Oil, Canada, 2014
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- Figure 15: Examples of gifting packs of sauces and seasonings, China and global, 2012-14
The Market – What You Need to Know
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- Sauces/seasonings market sees steady double-digital growth
- Basic sauces seek opportunity from premiumisation
- Smaller foreign sauce segments have potential to grow further
Market Size and Forecast
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- Sauces market grows steadily
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- Figure 16: Retail market size of sauces in China, 2010-15
- Chicken granules enjoy rapid growth
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- Figure 17: Retail market size of chicken granules in China, 2010-15
- Sauces and seasonings market enjoys steady growth
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- Figure 18: Retail value of sauces market in China, 2010-20
- Figure 19: Retail value of chicken granules market in China, 2010-20
Market Factors
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- Smaller, niche segments drive market growth
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- Figure 20: Year-on-year growth rate of soy sauce and vinegar, by value, China, 2010-15
- Opportunities to trade up
- Busier modern lifestyles may hinder retail growth
Market Segmentation – Sauces
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- The retail sauces market is dominated by soy sauce and vinegar
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- Figure 21: Sales of retail sauces market in China, by segment, by value and volume, 2010-15
- Foreign sauces are becoming popular
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- Figure 22: Retail value of foreign sauces market in China, 2010-20
Key Players – What You Need to Know
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- Opportunities exist in the niche market, although key players strengthened their leading positions
- Key players adopt different business strategy to grab share
- The market has room for innovation
Market Share
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- A fragmented market dominated by soy sauces companies
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- Figure 23: Retail market share of sauces and seasonings in China, by value, 2013 and 2014
- Haitian and Laoganma further strengthened their leading positions
- Foreign sauces stay niche
Competitive Strategies
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- Haitian targets young and continues category expansion
- Foshan Haitian Flavouring Food Co., Ltd.
- Laoganma believes the best products sell themselves
- Guiyang Southern Ming Laoganma Style Food Co., Ltd.
- Nestlé S.A. is the biggest flavour enhancer manufacturer in China
- Nestlé S.A.
- Kewpie’s localisation leads to success in China
Who’s Innovating?
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- “GMO-free” is an increasing claim
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- Figure 24: Top claims in new sauces and seasonings products launched in China, 2012-15 (November)
- Room for launching more products with “minus” claims
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- Figure 25: new sauces and seasonings products with “minus” claim, China, 2012-15 (November)
- Figure 26: Examples of new sauces and seasonings products with “minus” claim, China
- Traditional processing technique becomes a selling point
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- Figure 27: Examples of new sauces and seasonings products using traditional brewing technology, China
- The market looks for single-serve packaging
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- Figure 28: Examples of new sauces and seasonings products with single-serve packaging, global
- Table sauces see opportunity to offer novel texture and mouth-feel
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- Figure 29: Examples of new sauces and seasonings products highlighting “crispy, crunchy and chunky textures” claims, global
The Consumer – What You Need to Know
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- Older consumers cook more regularly, while young people see cooking as a hobby and need assistance
- Foreign sauces/seasonings gain interest
- Safety is still the key purchase consideration factor
Cooking Habits
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- 40-49-year-olds and high-income families cook more regularly at home
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- Figure 30: Cooking frequency in last six months, August 2015
- Braising and steaming are popular in-home cooking methods
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- Figure 31: Cooking methods used in last six months, August 2015
- Wealthy people use Western cooking methods
- Guangzhou and Shanghai are in favour of steamed dishes, while Beijing likes grilled food
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- Figure 32: Cooking methods used in last six months, by region, August 2015
- Figure 33: Consumers who have steamed and grilled food in the last six month, by city, August 2015
Purchase Channels
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- Hypermarkets see a big drop
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- Figure 34: Purchase channel of sauces and seasonings, 2015 vs 2013
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- Figure 35: Chocolate Great Wall in M&M’s World, Shanghai and Orlando
- Food stores are gaining popularity
- Online purchase increased but only a little
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- Figure 36: Consumers who have bought sauces and seasonings online in the last six months, by city, August 2015
Interest in Selected Sauces and Seasonings
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- Salad dressing is the most popular foreign sauce
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- Figure 37: Interest in selected sauces and seasonings, August 2015
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- Figure 38: Interest in selected sauces, 2015 vs 2014
- Consumers are more open to foreign sauces
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- Figure 39: Dropout rate (% of have bought but will not buy again account for total who has bought) of selected sauces, 2015 vs 2014
- Stronger interest in exploring foreign sauces in tier one cities
Usage of Selected Brands
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- Top players have gained strong loyalty
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- Figure 40: Usage of selected brands, August 2015
- Haitian has national popularity while others do well in specific regions
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- Figure 41: Have bought and will rebuy selected brands, by region, August 2015
- Brand name matters
- Laoganma and Totole lead their own categories
Important Factors in Buying Sauces and Seasonings
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- Safety is key
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- Figure 42: Important factors in buying sauces and seasonings, August 2015
- “GMO-free” and “organic” claims demonstrate ingredient quality
- Consumers aged 30 and above look for “minus claims”
- “Fortified protein” and “suitable for vegetarian” stay niche
Purchase Behaviour of and Attitudes towards Sauces and Seasonings
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- Young people see cooking as a hobby rather than a chore
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- Figure 43: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015
- Consumers look for smaller packages
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- Figure 44: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
- Artisan opens new landscape for sauces/seasonings
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- Figure 45: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
- Young people need assistance when cooking
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- Figure 46: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
- Specialised sauces/seasonings attracts households with children
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- Figure 47: Purchase behaviour of and attitudes towards sauces and seasonings, august 2015 (continued)
Meet the Mintropolitans
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- Mintropolitans cook less often but use more cooking methods
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- Figure 48: Cooking frequency in last six months, by consumer classification, August 2015
- Mintropolitans are open to using exotic sauces/seasonings
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- Figure 49: Have bought and will rebuy selected sauces and seasonings, by consumer classification, August 2015
- Specialised sauces/seasonings are yet to take off
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- Figure 50: Attitudes towards specialised sauces and seasonings, by consumer classification, August 2015
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Mintropolitans
- Why Mintropolitans?
- Who are they?
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- Figure 51: Demographic profile of Mintropolitans vs non-Mintropolitans, by gender, age and personal income
- Figure 52: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Abbreviations
Appendix – Market Size and Forecast
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- Figure 53: Retail value sales of Chinese traditional sauces, by segment, 2010-20
- Figure 54: Retail value sales of foreign sauces, by segment, 2010-20
- Figure 55: Retail value sales of chicken granule, 2010-20
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Appendix – Market Segmentation
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- Figure 56: Retail value sales of soy sauce, China, 2010-20
- Figure 57: Retail value sales of vinegar, China, 2010-20
- Figure 58: Retail value sales of oyster sauce, China, 2010-20
- Figure 59: Retail value sales of chilli sauce, China, 2010-20
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- Figure 60: Retail value sales of other traditional sauce, China, 2010-20
- Figure 61: Retail value sales of total foreign sauces, China, 2010-20*
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