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Key points included

  • Ways to tap into household consumption
  • Upgrading and diversifying “for children” condiments products
  • Blending with leisure food and strengthening B2B sales are development directions for exotic sauces

Covered in this report

The Sauces and Seasonings market is experiencing stable development. The sales value is contributed mainly by ascending raw materials prices and the rapid development of foodservice as well as the explosive growth of the food delivery business. Foreign enterprises accelerate their investments in the condiment market in China; domestic leading companies continue to upgrade product formula and enrich product lines by keeping innovation. A growth potential lies in broadening household consumption as families consider the major consumption force of sauces and seasonings products. Household Western-style cooking activities contribute to the growth possibility of exotic sauces in China market.

Expert analysis from a specialist in the field

Written by Zhenni Wu, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

“The category is experiencing steady growth and improved in concentration. Category’s future lies in expanding household consumption as well as creating more BFY products. Consumers’ rising health consciousness is not only reflected in their sensitivity to ingredients, but also embodied in their changing cooking habits. Optimistic penetration of exotic sauces implies the growth potential and blurring opportunity in domestic market Zhenni Wu
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Retail market value remain on an upward trend
              • Traditional sauces comprise the major share and keep positive growth
                • Tomato sauce and salad dressing stay in the state of growth
                  • Companies and brand
                    • Leading companies see positive change in shares
                      • Figure 1: Market share of main companies in sauces and seasonings, China, 2017-19 (until November)
                    • Foreign companies increase investment
                      • Brands embrace the clean label trend
                        • Soy brands enter into the vinegar market
                          • Figure 2: Vinegar products, Lee Kum Kee, China, 2018
                        • The consumer
                          • Offline channels are in the mainstream
                            • Figure 3: Purchasing channels, September 2019
                          • Information reference sees generation difference
                            • Figure 4: Information has been referred to when buying sauces and seasonings products, by generation, September 2019
                          • Penetration of exotic sauces lie in respondents’ familiarity
                            • Figure 5: Exotic sauces have been purchased, September 2019
                            • Figure 6: Chicken taco, KFC, China, 2018
                          • Changes of cooking habits reflect consumers’ healthier lifestyle
                            • Figure 7: Trends in cooking habits, September 2019
                          • Traditional cooking activity remains essential
                            • Figure 8: Cooking or baking activities have been tried, September 2019
                          • Knowledge towards amino-acid nitrogen is not sufficient
                            • Figure 9: Attitude towards amino-acid nitrogen, September 2019
                          • What we think
                          • Issues and Insights

                            • Ways to tap into household consumption
                              • The facts
                                • The implications
                                  • Figure 10: New launches of Teway Food, China, 2018-19
                                • Upgrading and diversifying “for children” condiments products
                                  • The facts
                                    • The implications
                                      • Figure 11: Sauces and seasonings products claimed for children, Global, 2019
                                    • Blending with leisure food and strengthening B2B sales are development directions for exotic sauces
                                      • The facts
                                        • The implications
                                          • Figure 12: Dian dian jiang chips, Orion, China, 2018
                                      • The Market – What You Need to Know

                                        • Retail market value gets an increase with a CAGR of 9.85%
                                          • Foodservice and food delivery drive category growth
                                            • Segments are experiencing stable growth
                                            • Market Size and Forecast

                                              • Retail sales value is ascending
                                                • Figure 13: Best- and worst-case forecast for sale value of sauces and seasonings*, China, 2014-24
                                            • Market Factors

                                              • Foodservice has become a stable output of sauces and seasonings products
                                                • Figure 14: Consumers’ expenditure and growth rate on foodservice, China, 2013-18
                                              • Food delivery is a strong driving force for foodservice
                                                • Figure 15: Market value on food delivery services, China, 2015-18
                                              • Industry concentration has been accelerated
                                                • Premiumisation offsets rising price
                                                • Market Segmentation

                                                  • Soy sauce - Still takes the largest share of the market
                                                    • Figure 16: Best- and worst-case forecast for sale value of soy sauce, China, 2014-24
                                                  • Vinegar - Keeps a steady growth rate
                                                    • Figure 17: Best- and worst-case forecast for sale value of vinegar, China, 2014-24
                                                  • Oyster sauce - Maintains double-digit growth
                                                    • Figure 18: Best- and worst-case forecast for sale value of oyster sauce, China, 2014-24
                                                  • Tomato sauce - The future lie in expanding domestic market
                                                    • Figure 19: Best- and worst-case forecast for sale value of tomato sauce, China, 2014-24
                                                  • Salad dressing - Stays in growing status
                                                    • Figure 20: Best- and worst-case forecast for sale value of salad dressing, China, 2014-24
                                                • Key Players – What You Need to Know

                                                  • Major companies get increased in shares
                                                    • Players join the vinegar competition
                                                      • Flavour fusion helps expand consumption occasions
                                                      • Market Share

                                                        • Leading companies maintain dominant positions
                                                          • Figure 21: Market share of main companies in sauces and seasonings, China, 2017-19 (until November)
                                                        • Industry concentration gets increased
                                                        • Competitive Strategies

                                                          • Kewpie and Henz increase investments in China
                                                            • Lee Kum Kee keeps marching on the way of salt-reduction
                                                              • Figure 22: The series of “salt reduced”, Lee Kum Kee, China
                                                            • Totole continues to forge ahead in the market of umami
                                                              • Figure 23: The new series of seasonings products, Totole, China, 2019
                                                              • Figure 24: “Yuan Wei Xian” soy, Totole, China, 2019
                                                            • The vinegar market is seen to have cross-category competitors
                                                              • Yihai International takes a pioneer role in compound seasonings
                                                                • Figure 25: Crayfish compound sauces products, Yihai International, China, 2019
                                                            • Who’s Innovating?

                                                              • Snacking & drinking brands cross the boundary
                                                                • Figure 26: Seasonings products, Want Want, China, 2019
                                                              • Sauces and seasonings products with blurring flavours become a big hit
                                                                • Figure 27: Table sauces with blending flavours, Global, 2019
                                                                • Figure 28: Mayonnaise products blending with other sauces, UK, 2019
                                                            • The Consumer – What You Need to Know

                                                              • Ingredients matter a lot when purchasing sauces and seasonings
                                                                • Penetration of exotic sauces is optimistic
                                                                  • Western-style cooking gives growth opportunity for exotic sauces
                                                                    • Attitude reflects respondents’ improving health awareness
                                                                    • Product penetration and purchase channel

                                                                      • Western sauces enjoy appreciable penetrations
                                                                        • Figure 29: Products penetration, September 2019
                                                                      • Physical stores still to be the main distribution channels
                                                                        • Figure 30: Purchasing channels, September 2019
                                                                      • Solitary respondents are less engaged in cooking
                                                                        • Figure 31: Products haven’t been bought, by living situation, September 2019
                                                                    • Considering factors for purchasing

                                                                      • Information accessibility helps explain purchasing channel selection
                                                                        • Figure 32: Information that has been referred to when buying sauces and seasonings products, September 2019
                                                                      • Consumers grow higher sensitivity to ingredient tables
                                                                        • Figure 33: Percentage of new launches in sauces and seasonings category having claims on “GMO-Free” and “No Additives/Preservatives”, China, 2017-19 (until November)
                                                                      • 70s look to brands; 80s refer to nutrition
                                                                        • The power of word-of-mouth weighs a lot in certain demos
                                                                          • Figure 34: Information that has been referred to when buying sauces and seasonings products, by age group, September 2019
                                                                      • Usage of exotic sauces

                                                                        • Penetration of exotic sauces has a large space to grow
                                                                          • Figure 35: Exotic sauces that have been purchased, September 2019
                                                                        • Nuclear family will drive the growth of exotic sauces
                                                                          • Figure 36: Exotic sauces that have been purchased, by children in household, September 2019
                                                                        • Nut based spread is valued by nutrition
                                                                        • Trends of cooking habits

                                                                          • Frequency change implies healthier life style
                                                                            • Figure 37: Trends in cooking habits, September 2019
                                                                          • 80s and 70s eat lighter and keep away from oily dishes
                                                                            • Figure 38: Consumers who have cooked more often than three months ago, by generation, September 2019
                                                                        • Cooking activities

                                                                          • Females are cooking enthusiasts
                                                                            • Figure 39: Cooking or baking activities that have been tried, by gender, September 2019
                                                                          • Cooking activities see regional differences
                                                                            • Figure 40: Cooking or baking activities that have been tried, by region, September 2019
                                                                          • Cooking activities imply purchase type of exotic sauces
                                                                          • Knowledge of products

                                                                            • A room for knowledge improvement of amino-acid nitrogen
                                                                              • Figure 41: Attitudes towards amino-acid nitrogen, September 2019
                                                                            • Clear standard for sauces and seasoning products specific for children is needed
                                                                              • Figure 42: Attitude towards sauces and seasonings products for children, by generation, September 2019
                                                                              • Figure 43: Soy sauce claimed suitable for children, Shinho, 2019
                                                                            • Two voices for compound sauce
                                                                              • Figure 44: Attitudes towards compound sauces, September 2019
                                                                          • Meet the Mintropolitans

                                                                            • MinTs are less price sensitive but much more cautious
                                                                              • Figure 45: Information that has been referred to when buying sauces and seasonings products, by consumer classification, September 2019
                                                                            • Open up exotic sauce market for male MinTs
                                                                              • Figure 46: Exotic sauces that have been purchased in the last three months, by consumer classification, September 2019
                                                                            • Sauces and seasonings products for children and seniors resonate good responses from MinTs
                                                                              • Figure 47: Attitudes towards sauces and seasonings products for seniors and children, by consumer classification, September 2019
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 48: Retail sales value of sauces and seasonings, China, 2014-24
                                                                          • Appendix – Market Segmentation

                                                                            • Soy sauce
                                                                              • Figure 49: Retail sales value of soy sauce, China, 2014-24
                                                                            • Vinegar
                                                                              • Figure 50: Retail sales value of vinegar, China, 2014-24
                                                                            • Oyster sauce
                                                                              • Figure 51: Retail sales value of oyster sauce, China, 2014-24
                                                                            • Tomato sauce
                                                                              • Figure 52: Retail sales value of tomato sauce, China, 2014-24
                                                                            • Salad dressing
                                                                              • Figure 53: Retail sales value of salad dressing, China, 2014-24
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

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