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Sauces and Seasonings - China - December 2015

“Niche segments of the sauces and seasonings market in China have potential to grow vigorously in the future. Foreign sauces need to better adapt to Chinese dietary habits. Brands can provide culinary assistance and utilize social media to better engage with young people. Packaging innovation remains a white space.”

– Karen Liu, Senior Research Analyst

This report looks at the following areas:

  • Foreign sauces adapt to Chinese dietary habits
  • Engaging young amateur cooks
  • Scope for packaging innovations

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Executive Summary

          • The market
            • 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
            • 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
              • 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
              • 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
              • Figure 7: Purchase channel of sauces and seasonings, 2015 vs 2013
            • Consumers are more open to foreign sauces, especially in tier one cities
              • 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
              • Figure 9: Consumers who claim to have bought and will rebuy the brands, by region, August 2015
            • Safety remains the key purchase consideration factor
              • 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
              • Figure 11: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015
            • Consumers look for smaller packages
              • Figure 12: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
            • What we think
            • Issues and Insights

              • Foreign sauces adapt to Chinese dietary habits
                • The facts
                  • The implications
                    • Engaging young amateur cooks
                      • The facts
                        • The implications
                          • Figure 13: Examples of Kraft “Recipe Makers”, US, 2013
                        • Scope for packaging innovations
                          • The facts
                            • The implications
                              • Figure 14: Example of Bertolli 100% Extra Virgin Olive Oil, Canada, 2014
                              • Figure 15: Examples of gifting packs of sauces and seasonings, China and global, 2012-14
                          • The Market – What You Need to Know

                            • 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

                                  • Sauces market grows steadily
                                    • Figure 16: Retail market size of sauces in China, 2010-15
                                  • Chicken granules enjoy rapid growth
                                    • Figure 17: Retail market size of chicken granules in China, 2010-15
                                  • Sauces and seasonings market enjoys steady growth
                                    • 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

                                  • Smaller, niche segments drive market growth
                                    • 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

                                      • The retail sauces market is dominated by soy sauce and vinegar
                                        • Figure 21: Sales of retail sauces market in China, by segment, by value and volume, 2010-15
                                      • Foreign sauces are becoming popular
                                        • Figure 22: Retail value of foreign sauces market in China, 2010-20
                                    • Key Players – What You Need to Know

                                      • 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

                                            • A fragmented market dominated by soy sauces companies
                                              • 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

                                                • 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?

                                                              • “GMO-free” is an increasing claim
                                                                • Figure 24: Top claims in new sauces and seasonings products launched in China, 2012-15 (November)
                                                              • Room for launching more products with “minus” claims
                                                                • 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
                                                                • Figure 27: Examples of new sauces and seasonings products using traditional brewing technology, China
                                                              • The market looks for single-serve packaging
                                                                • 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
                                                                • Figure 29: Examples of new sauces and seasonings products highlighting “crispy, crunchy and chunky textures” claims, global
                                                            • The Consumer – What You Need to Know

                                                              • 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

                                                                    • 40-49-year-olds and high-income families cook more regularly at home
                                                                      • Figure 30: Cooking frequency in last six months, August 2015
                                                                    • Braising and steaming are popular in-home cooking methods
                                                                      • 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
                                                                        • 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

                                                                      • Hypermarkets see a big drop
                                                                        • Figure 34: Purchase channel of sauces and seasonings, 2015 vs 2013
                                                                        • 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
                                                                          • 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

                                                                        • Salad dressing is the most popular foreign sauce
                                                                          • Figure 37: Interest in selected sauces and seasonings, August 2015
                                                                          • Figure 38: Interest in selected sauces, 2015 vs 2014
                                                                        • Consumers are more open to foreign sauces
                                                                          • 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

                                                                          • Top players have gained strong loyalty
                                                                            • Figure 40: Usage of selected brands, August 2015
                                                                          • Haitian has national popularity while others do well in specific regions
                                                                            • 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

                                                                              • Safety is key
                                                                                • 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

                                                                                    • Young people see cooking as a hobby rather than a chore
                                                                                      • Figure 43: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015
                                                                                    • Consumers look for smaller packages
                                                                                      • Figure 44: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
                                                                                    • Artisan opens new landscape for sauces/seasonings
                                                                                        • Figure 45: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
                                                                                      • Young people need assistance when cooking
                                                                                        • Figure 46: Purchase behaviour of and attitudes towards sauces and seasonings, August 2015 (continued)
                                                                                      • Specialised sauces/seasonings attracts households with children
                                                                                        • Figure 47: Purchase behaviour of and attitudes towards sauces and seasonings, august 2015 (continued)
                                                                                    • Meet the Mintropolitans

                                                                                      • Mintropolitans cook less often but use more cooking methods
                                                                                        • Figure 48: Cooking frequency in last six months, by consumer classification, August 2015
                                                                                      • Mintropolitans are open to using exotic sauces/seasonings
                                                                                        • Figure 49: Have bought and will rebuy selected sauces and seasonings, by consumer classification, August 2015
                                                                                      • Specialised sauces/seasonings are yet to take off
                                                                                        • Figure 50: Attitudes towards specialised sauces and seasonings, by consumer classification, August 2015
                                                                                    • Appendix – Methodology and Abbreviations

                                                                                      • Methodology
                                                                                        • Fan chart forecast
                                                                                          • Mintropolitans
                                                                                            • Why Mintropolitans?
                                                                                              • Who are they?
                                                                                                • 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

                                                                                                  • 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
                                                                                              • Appendix – Market Segmentation

                                                                                                  • 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
                                                                                                  • Figure 60: Retail value sales of other traditional sauce, China, 2010-20
                                                                                                  • Figure 61: Retail value sales of total foreign sauces, China, 2010-20*

                                                                                              Companies Covered

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

                                                                                              Sauces and Seasonings - China - December 2015

                                                                                              £3,195.84 (Excl.Tax)