Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Definition
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- Figure 1: Definition of low/mid/high MHI groups, by monthly household income and city tier
Executive Summary
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- The market
- Changes in cooking and dietary habits accelerate in-home cooking market
- New food purchase channels create more cooking possibilities
- Avoiding “bad” elements poses challenges to sauce and seasoning
- Availability of foodservice reduces cooking frequency of young and busy groups
- The consumer
- Though females dominate, cooking nowadays is more about family cohesion
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- Figure 2: Who does the cooking, by living situation, China, August 2018
- Cooking habits stick to regional customs
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- Figure 3: Ways of cooking vegetables, by region, August 2018
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- Figure 4: Usage of cooking oil, by region, China, August 2018
- Light dietary: clean label becomes a must
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- Figure 5: Top three purchase considerations for soy sauce – Dark soy sauce, by family structure, China, August 2018
- Figure 6: Salt intake reduction, by age, China, August 2018
- Premium dietary: affluent families are willing to pay for better-for-you offerings
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- Figure 7: Gap in usage rate of oils between high- and low-income consumers, China, August 2018
- Cooking apps have become the first source of recipe while traditional ways still work
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- Figure 8: Recipe source, China, August 2018
- What we think
Issues and Insights
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- Attitudes towards salt reduction correlate with cooking style by region
- The facts
- The implications
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- Figure 9: Li Kum Kee’s campaign on healthy soy sauce with highlight on “less salt, but not less freshness”, China
- Figure 10: Product example of sauces and seasonings emphasising no additives/preservatives, China 2017-18
- Motivate young and solidary consumers to cook for health
- The facts
- The implications
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- Figure 11: Product examples of single meal sets on online stores, China
- Figure 12: Cup Noodle nice’s TVC highlighting zero guilty feelings, Japan, 2017
- Alter claim, product and communication ways to reach affluent families
- The facts
- The implications
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- Figure 13: Gu Long’s dark soy sauce highlighting traditional brewing techniques, China
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- Figure 14: Product and campaign examples proving products’ claims in drink and personal care categories, China, Hong Kong and Japan, 2017-18
- Figure 15: Consumers interacting with chefs in DayDayCook, China
The Market – What You Need to Know
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- In-home food expenditures are driven by better-for-you offerings
- New food purchase channels stimulate more in-home cooking
- Health concerns pose challenges to sauce and seasoning
- Foodservice provides solutions for young and busy groups to get away from kitchen
Market Opportunities and Challenges
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- In-home food expenditures are driven by better-for-you offerings
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- Figure 16: Total consumer spending on in-home food and foodservice, China, 2013-22
- New purchase channels stimulate more in-home cooking
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- Figure 17: Cooking and dietary habits – main channel for purchasing food, April 2018
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- Figure 18: Consumers in Hema Supermarket waiting for foods they purchased, China
- Figure 19: Food kit of a recommended dish in 321 Cooking, China, 2018
- Cooking now is becoming a way to enjoy life
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- Figure 20: Viewing screen and cooking app of Haier range hood, China
- Figure 21: Reasons for Western style cooking/baking, China, August 2018
- Health concerns pose challenges but maybe also opportunities
- Rising singleton and fast-paced life accelerate quick meal solutions
The Consumer – What You Need to Know
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- Females still dominate household cooking
- Cooking and dietary habits vary by region
- Health concerns drive the clean label trend
- Cooking apps are key for recipe sources
Who Does the Cooking?
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- Females still dominate the responsibility of household cooking
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- Figure 22: Who does the cooking, by gender, China, August 2018
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- Figure 23: Who does the cooking – women, by age, China, August 2018
- Young and solitary consumers do less cooking at home
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- Figure 24: Who does the cooking, by living situation, China, August 2018
- Cooking is more about an activity of family cohesion
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- Figure 25: Who does the cooking, by age, China, August 2018
- Figure 26: Who does the cooking, by family structure, China, August 2018
Usage of Cooking Oil
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- Chinese families are using multiple types of oil to cook
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- Figure 27: Usage of cooking oil, China, August 2018
- Popular types of cooking oil vary regionally
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- Figure 28: Usage of cooking oil, by region, China, August 2018
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- Figure 29: Opening ceremony of Lu Hua exploration hall in Wuhan, China, 2017
- Olive oil appeals to high-income households
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- Figure 30: Gap in usage rate of oils between high- and low-income consumers, China, August 2018
- Butter and coconut oil share similar groups but at different ages
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- Figure 31: Usage of butter and coconut oil, by age, China, August 2018
Different Ways of Cooking Different Types of Foods
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- Different cooking ways for different types of foods
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- Figure 32: Different ways of cooking, by types of foods, August 2018
- Opportunities for manufacturers to launch products for stewing
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- Figure 33: Different ways of cooking, by types of foods – Stewing, by gender, August 2018
- Figure 34: Product example of sauces and seasonings designed for stewing, China, 2018
- Cooking ways are diversified by region and city tier
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- Figure 35: Ways of cooking vegetables, by region, August 2018
- Figure 36: Ways of cooking poultry, by region, August 2018
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- Figure 37: Ways of cooking vegetables, by city tier, August 2018
- Figure 38: Ways of cooking red meats, by city tier, August 2018
Salt Intake Reduction
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- Cooking matters most in salt intake reduction
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- Figure 39: Salt intake reduction, China, August 2018
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- Figure 40: Product example of sauces and seasonings with claims of low salt/sodium and no MSG, China, 2017-18
- Younger consumers are more attentive to processed and delivered food
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- Figure 41: Salt intake reduction, by age, China, August 2018
Top Purchase Considerations for Soy Sauce
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- Brand’s popularity is the first consideration across all types of soy sauce
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- Figure 42: Purchase considerations for soy sauce, China, August 2018
- Embrace the clean label trend to attract consumers with kids
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- Figure 43: Top three purchase considerations for soy sauce – Dark soy sauce, by family structure, China, August 2018
- Amino nitrogen content matters but needs more market education
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- Figure 44: Top three purchase considerations for soy sauce – Content of amino nitrogen, by monthly household income, China, August 2018
- Figure 45: Product examples of soy sauce emphasising amino nitrogen, China
Recipe Source
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- Consumers are curious about nouvelle dishes
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- Figure 46: Recipe source, China, August 2018
- Cooking apps are key for young cooks
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- Figure 47: Recipe source – cooking apps and food bloggers, by age, China, August 2018
- Older females are conservative but can be targeted through cooking TV show
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- Figure 48: Recipe source, “I haven’t referred to any recipes for Chinese style cooking in the last 6 months”, by gender and age, China, August 2018
- Figure 49: Recipe source, by age, China, August 2018
Meet the Mintropolitans
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- Mintropolitans are more into exotic cooking oils
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- Figure 50: Usage of olive oil, butter and coconut oil, by consumer classification, China, August 2018
- More knowledge thus higher awareness regarding food products
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- Figure 51: Salt intake reduction, by consumer classification, China, August 2018
- Figure 52: Salt intake reduction, by consumer classification, China, August 2018
- For Mintropolitans, interaction during cooking is quite important
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- Figure 53: Recipe source – cooking apps, food bloggers and cooking workshops, by consumer classification, China, August 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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