Table of Contents
Executive Summary
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- The market
- Dairy companies’ effort to introduce new flavour
- Kitchen novices welcome smart kitchen solutions
- More exposure to Western culinary culture
- The consumer
- Potential to further grow penetration
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- Figure 1: Ownership of kitchen appliances, China, August 2018
- Baking is practised more frequently
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- Figure 2: Western style cooking and baking frequency, China, August 2018
- Lack of knowledge and appliance are top barriers
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- Figure 3: Reasons for not doing Western style cooking or baking, China, August 2018
- Driven by aspirational lifestyle
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- Figure 4: Reasons to do Western style cooking or baking, China, August 2018
- Preference for recipes that allows interactions
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- Figure 5: Source of recipe, China, August 2018
- Offline channels preferred
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- Figure 6: Purchase channel of raw materials, China, August 2018
- What we think
Issues and Insights
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- Become part of this lifestyle driven experimentation
- The facts
- The implications
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- Figure 7: Example of lifestyle driven cooking apps
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- Figure 8: Online cooking content provider moves offline
- Figure 9: Chick-fil-A’s meal-kit
- Extend taste acceptance with fusion style
- The facts
- The implications
- Seize marketing opportunity of Western festivals
- The facts
- The implications
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- Figure 10: Foodstirs delivery schedule
- Figure 11: Halloween recipes on Xiachufang
The Market – What you need to know
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- Dairy companies aim to cultivate market through chefs
- Kitchen novices are armed with smart appliances
- Attracted to Western dietary notions
Market Challenges and Opportunities
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- Western dairy groups help local foodservice embrace Western baking
- Robust culture exchange fosters interest in ethnic culinary
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- Figure 12: Shanghai Wine & Dine Festival
- Time pressure opens up opportunities for short cuts
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- Figure 13: Xia Chu Fang’s buy all with one click function
- Smart appliances empower kitchen novices
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- Figure 14: Fotile electric oven “one-click menu”
- Western dietary notion accepted by urban trendsetters
The Consumer – What You Need to Know
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- Kitchen appliances as a catalyst of cooking zeal
- Western style cooking and baking is taken as a trendy lifestyle
- Kid-friendly features highly valued
- Cooking apps are their bible
Ownership of Kitchen Appliances
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- Potential to further grow penetration
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- Figure 15: Ownership of kitchen appliances, China, August 2018
- Electric oven - a stepping stone towards Western style cooking
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- Figure 16: Cross ownership of kitchen appliances, China, August 2018
- Figure 17: Percentage of roasting the following foods with oven, China, August 2018
- Post 90s’ well equipped kitchen
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- Figure 18: Ownership of kitchen appliances, by generations, China, August 2018
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- Figure 19: Smart kitchen solutions
Western Style Cooking and Baking Frequency
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- Baking is more frequently practised
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- Figure 20: Western style cooking and baking frequency, China, August 2018
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- Figure 21: Examples of children baking workshop
- Automatic tools drive baking frequency
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- Figure 22: Western style baking frequency, by ownership of kitchen appliance, China, August 2018
- Not a big deal in Chengdu
Reasons for no Western Style Cooking or Baking
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- Lack of knowledge is the biggest obstacle
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- Figure 23: Reasons for not doing Western style cooking or baking, China, August 2018
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- Figure 24: SideChef and Kitchen stories app screenshots
- Time-consuming or time-saving?
Reasons for Western Style Cooking or Baking
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- Attracted to this trendy lifestyle
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- Figure 25: Reasons to do Western style cooking or baking, China, August 2018
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- Figure 26: Reasons to do Western style cooking, by gender, China, August 2018
- Figure 27: Variety shows featuring male celebrities cooking
- Kids friendly feature favoured by high income families
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- Figure 28: Percentage of cooking or baking Western style food to interact with child(ren), by monthly household income, China, August 2018
- Figure 29: Baking sets for kids
- Consumers in Shanghai triggered by health
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- Figure 30: Selected reasons for doing Western style cooking, by city, China, August 2018
- Figure 31: Share of better-for-you claims in launches of sauce, seasoning and spreads, Global 2013-18 Nov
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- Figure 32: Better-for-you Western style sauce and seasonings
Recipe Source
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- Digital recipes preferred
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- Figure 33: Source of recipe, China, August 2018
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- Figure 34: Ingredient box with printed recipes
- Figure 35: Xiachufang app’s screenshots
- Preference for interactions
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- Figure 36: Selective source of recipe, by those who conduct Western style cooking/baking and Chinese style cooking, China, August 2018
- Inspiration from entertainment
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- Figure 37: TV shows as source of recipe, by those who conduct Western style cooking/baking and Chinese style cooking, China, August 2018
Purchase Channel
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- Supermarkets remain the first stop
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- Figure 38: Purchase channel of raw materials, China, August 2018
- Can meal-kit service shake the dynamics?
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- Figure 39: 321cooking’s meal-kits
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- Figure 40: Douyanjia’s App screen shot and its meal-kit
- More selective retailers for baking
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- Figure 41: Purchase channel of raw materials, by Western style cooking and baking, China, August 2018
Meet the Mintropolitans
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- Kitchen outsiders among Mintropolitans
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- Figure 42: Reasons for no Western style cooking, by consumer classification, August 2018
- Leisure time for me & family
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- Figure 43: Reasons to practise Western style cooking, by consumer classification, China, August 2018
- Figure 44: DayDayCook Life experiential store
- Heavy user of cooking APPs
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- Figure 45: Source of recipe, by consumer classification, China, August 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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