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Sauces and Seasoning - China - November 2016

“Chinese consumers’ concern of their salt intake has increased significantly in the last three years: 22% of the surveyed consumers indicated eating less salt in 2014, and up to 48% have tried to limit their salt intake in 2016. However, according to Mintel GNPD, sauce and seasoning products with low or reduced sodium levels do not reflect these findings, suggesting opportunities for new and improved products from companies.”

– Ching Yang, Senior Research Analyst

This report looks at the following areas:

  • How will the new dietary guideline impact the sauce and seasoning category?
  • Eye on the Millennial mums
  • Clean label trend coming to the sauce and seasoning category

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Slow down by consumers’ growing concern of salt and MSG intake
              • Figure 1: Best- and worst-case retail value sales forecast of sauce, China, 2011-21
              • Figure 2: Best- and worst-case retail value sales forecast of chicken granules, China, 2011-21
            • Vinegar and oyster sauce are winning
              • Foreign sauces have higher growth rate
                • Figure 3: Best- and worst-case retail value sales forecast of foreign sauces, China, 2011-21
              • Companies and brands
                • Soy sauce needs evolution
                  • Figure 4: Retail market share of sauces and seasonings in China, by value, 2014 and 2015
                • Vinegar beyond cooking
                  • Flexible package increased significantly
                    • The consumer
                      • High awareness of MSG and salt intake
                        • Figure 5: Food that consumers have tried to limit in the last six months, August 2016
                      • Control the salt intake through cooking
                        • Figure 6: Methods consumers have used to reduce salt intake
                      • Cooking lighter
                        • Figure 7: Trends in cooking habit, August 2016
                      • Ketchup is a household sauce
                        • Figure 8: The ownership of exotic sauces and seasonings, August 2016
                      • Clean and pure define premium
                        • Figure 9: Attributes consumers linked with premium sauce and seasoning products, August 2016
                      • High brand loyalty
                        • Figure 10: General attitudes towards sauces and seasoning, August 2016
                      • Mintropolitans are more health conscious
                        • Figure 11: Consumers who always keep the sauce in the household, by consumer classification, August 2016
                      • What we think
                      • Issues and Insights

                        • How will the new dietary guideline impact the sauce and seasoning category?
                          • The facts
                            • The implications
                              • Eye on the Millennial mums
                                • The facts
                                  • The implications
                                    • Figure 12: Product example of exotic cooking sauce and seasoning kits, UK and Australia 2016.
                                  • Clean label trend coming to the sauce and seasoning category
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Slow down by consumers’ concern of salt and MSG intake
                                          • Vinegar and oyster sauce are winning
                                            • Foreign sauces have higher growth rate than Chinese sauces
                                            • Market Size and Forecast

                                              • Slow down by consumers’ concern of salt and MSG intake
                                                • Figure 13: Retail market size of sauces in China, 2011-16
                                                • Figure 14: Best- and worst-case retail value sales forecast of sauces, China, 2011-21
                                              • Growth rate of chicken granules slows down
                                                • Figure 15: Retail market size of chicken granules in China, 2011-16
                                                • Figure 16: Best- and worst-case retail value sales forecast of chicken granules, China, 2011-21
                                            • Market Segmentation

                                              • Vinegar and oyster sauce are winning
                                                • Figure 17: Retail sales of Chinese traditional sauces in China, by segment, by value and volume, 2011-16
                                              • Foreign sauces have higher growth rate
                                                • Figure 18: Retail sales of foreign sauces in China, by segment, by value and volume, 2011-16
                                                • Figure 19: Best- and worst-case retail value sales forecast of chicken granules, China, 2011-21
                                            • Market Drivers

                                              • Increased expenditure on in-home food
                                                • Figure 20: Chinese in-home food expenditure, 2010-15
                                              • May slow down because of the dietary guideline of ‘eating light’
                                              • Companies and Brands – What You Need to Know

                                                • Soy sauce needs evolution
                                                  • No additives/preservatives as the most common claim
                                                    • Shinho as the pioneer of organic sauces
                                                    • Market Share

                                                      • Soy sauce needs evolution
                                                        • Figure 21: Retail market share of sauces and seasonings in China, by value, 2014 and 2015
                                                      • Company with better-for-you innovations are winning
                                                        • Figure 22: Flaxseed oil mayonnaise from Kewpie, Japan 2016
                                                    • Competitive Strategies

                                                      • International brands expand through local acquisition
                                                        • Shinho as the pioneer of organic sauces
                                                          • Figure 23: Product example from Shinho, China 2016
                                                          • Figure 24: Shinho’s in-store display
                                                        • Vinegar beyond cooking
                                                          • Figure 25: Product example of fruit-based vinegar, China 2016
                                                        • Smart recipe from Heinz/Foodstar
                                                        • Who’s Innovating?

                                                          • Flexible package increased significantly
                                                            • Figure 26: Top 10 claims on the sauce and seasoning products launched in China between 2014 and 2016.
                                                            • Figure 27: Top 10 claims on the sauce and seasoning products launched in China between 2014 and 2016
                                                            • Figure 28: Product example with convenient package design, China and US 2016
                                                          • Yogurt-based salad dressing
                                                            • Figure 29: Product example of yogurt-based salad dressing, Canada and Germany 2016
                                                          • Flavour-infused oil and vinegar
                                                            • Figure 30: Product example of flavoured oil, Australia, US, and Taiwan 2016
                                                          • The emergence of ‘craft sauces’
                                                            • Figure 31: Product example of craft sauce, Australia, US, and Taiwan 2016
                                                          • Launch through interactive pop-up stores
                                                          • The Consumer – What You Need to Know

                                                            • High awareness of MSG and salt intake
                                                              • Cooking lighter
                                                                • Clean and pure define premium
                                                                  • Ketchup is a household sauce
                                                                  • Dieting Habit

                                                                    • High awareness of MSG and salt intake
                                                                      • Figure 32: Food that consumers have tried to limit in the last six months, August 2016
                                                                      • Figure 33: Percentage of sauce and seasoning products with ‘low/reduced sodium’ claim, China 2014-16 (until September)
                                                                    • Paradigm shift of fat and sugar
                                                                      • Figure 34: Consumers’ attitudes towards different types of oil, August 2016
                                                                      • Figure 35: Example of products featuring using ‘healthy fat’, 2016
                                                                    • The gluten-free claim may have limited market in China
                                                                      • Males and consumers from tier two or three cities are more attentive
                                                                        • Figure 36: Food that consumers have tried to limit in the last six months, by gender, August 2016
                                                                        • Figure 37: Food that consumers have tried to limit in the last six months, by city tier, August 2016
                                                                    • Methods to Reduce Salt Intake

                                                                      • Chicken granules more acceptable than MSG
                                                                        • Figure 38: Methods consumers have used to reduce salt intake
                                                                      • Would not reduce restaurant visit
                                                                        • More affluent consumers buy products with reduced salt
                                                                          • Figure 39: Food that consumers have tried to limit in the last six months, August 2016
                                                                          • Figure 40: Percentage of new-launched products with low/no/reduced sodium claim, China 2014-16 (September)
                                                                          • Figure 41: Product example of BFY soy sauce, China 2016
                                                                      • Trends in Cooking

                                                                        • Cooking lighter
                                                                          • Figure 42: Trends in cooking habit, August 2016
                                                                          • Figure 43: Consumers who use the cooking method more often than six months ago, by region, August 2016
                                                                        • Opportunity for sauces and seasonings designed for steaming
                                                                          • Figure 44: Product example of sauces designed for steaming, China 2015-16
                                                                        • The 20s are the adventurous cooks
                                                                          • Figure 45: Consumers who use the cooking method more often than six months ago, by age group, August 2016
                                                                      • Penetration of Exotic Sauces

                                                                        • Ketchup is a household sauce
                                                                          • Figure 47: The ownership of exotic sauces and seasonings, August 2016
                                                                        • Families with children carry diverse types of sauces
                                                                          • Figure 48: Consumers who always keep the sauce in the household, by whether or not having children in the household, August 2016
                                                                          • Figure 49: Product example of exotic sauces positioned for children, China and Poland 2016
                                                                        • The Mid-West region has larger spaces to grow
                                                                          • Figure 50: Consumers who always keep the sauce in the household, by region, August 2016
                                                                      • Premium Attributes

                                                                        • Clean and pure define premium
                                                                          • Figure 51: Attributes consumers linked with premium sauce and seasoning products, product related, August 2016
                                                                          • Figure 52: Example products featuring natural or organic, UK and China 2016.
                                                                        • Sell through stories
                                                                          • Figure 53: Attributes consumers linked with premium sauce and seasoning products, processing method related, August 2016
                                                                          • Figure 54: Example products marketing through story-telling, Taiwan, US, and UK 2016
                                                                      • General Attitudes

                                                                        • High brand loyalty
                                                                          • Figure 55: General attitudes towards sauces and seasoning, usage-related statements, August 2016
                                                                          • Figure 56: Product example of multi-step cooking sauces, UK 2016
                                                                        • Older consumers are more aware of their salt intake
                                                                          • Figure 57: General attitudes towards sauces and seasoning, nutrition-related statements, August 2016
                                                                          • Figure 58: Consumers who have tried to limit salt or MSG intake, by if know the daily recommended salt intake, August 2016
                                                                        • Home-made sauce is not a threat
                                                                          • Figure 59: Consumers’ attitudes towards home-made sauce, August 2016
                                                                      • Meet the Mintropolitans

                                                                        • More than half have tried to limit salt intake
                                                                          • Figure 60: Consumers who use the cooking method more often than six months ago, by consumer classification, August 2016
                                                                        • Mostly keep salad dressing and ketchup at home
                                                                          • Figure 61: Consumers who always keep the sauce in the household, by consumer classification, August 2016
                                                                        • Organic and non-GMO are the most important premium features
                                                                          • Figure 62: Attributes consumers linked with premium sauce and season products, August 2016
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 63: Retail value sales of Chinese traditional sauces, by segment, 2011-21
                                                                          • Figure 64: Retail value sales of total foreign sauces (including brown, mayonnaise, mustard, salad dressing, and tomato sauce), 2011-21
                                                                          • Figure 65: Retail value sales of chicken granules, 2011-21
                                                                      • Appendix – Market Segmentation

                                                                          • Figure 66: Retail value sales of soy sauce, China 2011-21
                                                                          • Figure 67: Retail value sales of vinegar, China 2011-21
                                                                          • Figure 68: Retail value sales of oyster sauce, China 2011-21
                                                                          • Figure 69: Retail value sales of chilli sauce, China 2011-21
                                                                          • Figure 70: Retail value sales of other traditional sauces, China 2011-21
                                                                          • Figure 71: Retail value sales of total foreign sauces, China 2011-21
                                                                      • Appendix – Methodology, Definition, and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

                                                                            Companies Covered

                                                                            To learn more about the companies covered in this report please contact us.

                                                                            Sauces and Seasoning - China - November 2016

                                                                            US $3,990.00 (Excl.Tax)