2024
8
China Cooking Oils Market Report 2024
2024-11-21T14:02:10+00:00
REP14A50E36_1E56_4292_9504_7D19FC76F990
3695
177482
[{"name":"Oils","url":"https:\/\/store.mintel.com\/industries\/food\/oils"}]
Report
en_GB
This report looks at the following areas:This Report looks at the following areas:Market growth and competitive landscape in the cooking oil industryInnovation directions and potential oil typesUsage of cooking oils…
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  4. Food
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  8. China Cooking Oils Market Report 2024

China Cooking Oils Market Report 2024

Consumer Reports - What's Included
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This report looks at the following areas:

This Report looks at the following areas:

  • Market growth and competitive landscape in the cooking oil industry
  • Innovation directions and potential oil types
  • Usage of cooking oils and brand preferences
  • Attributes of cooking oils perceived to be healthy
  • Usage preferences for flavoured oils
  • Sources of recipe information

Given the rise of oil reduction initiatives and growing health awareness, the growth rate of the cooking oil market is slowing, and relying solely on increased sales is no longer a viable strategy for growth. Brands must strengthen their market positioning for healthier and premium products, focus on exploring the potential of emerging flavoured oils and actively build a diversified portfolio of oils and brands.

Daisy Li, Associate Director, China Insights

Market Definitions

This Report covers products in the following categories:

  • Mintel defines the cooking oil market as any oils used in food preparation derived from plants.
  • The market covers packaged olive oil, sunflower oil, soybean oil, rapeseed oil, corn oil and other edible oils mainly used for at-home cooking.
  • For the purposes of this Report, Mintel uses the term ‘mainstream oils’ to refer to conventional cooking oil products, including soybean oil, blended oil, rapeseed oil, corn/maize oil, peanut oil and sunflower seed oil, and ‘niche oils’ to refer to those products that are less mainstream, including linseed oil, walnut oil, tea seed oil, coconut oil and avocado oil.

Excluded:

  • Unpackaged retail, HoReCa and any supplies to foodservice or other industries
  • Prepared salad dressings
  • Totally solid and/or animal fat
Collapse All
  1. Executive summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
    • The market
    • Value sales of cooking oils have declined, putting pressure on market growth
    • Rapeseed oil's market share rises as blended oil's share falls
    • Market factors
    • Companies and brands
    • Leading companies see a decline in share, while second-tier companies achieve growth through health and premium positioning
    • Marketing activities
    • New product trends
    • Graph 1: share of cooking oil launches with economy vs premium claims, 2019-24
    • Graph 2: share of cooking oil launches with select claims, 2019-24
    • Examples of products that reflect these trends
    • The consumer
    • The ranking of cooking oil categories has seen little change
    • Graph 3: penetration of cooking oils, 2022-24
    • Most brands' penetration remains stable, but Olivoila has seen a decline
    • Graph 4: penetration of cooking oil brands, 2020-24
    • High in vitamins, non-GMO and organic are the most important health attributes
    • Graph 5: attributes of healthy cooking oils, 2024
    • Sesame and chilli oils are well-established, while emerging flavoured oils show growth potential
    • Graph 6: penetration of and willingness to try* flavoured oils, 2024
    • Short video platforms and social media are the top recipe sources
    • Graph 7: sources for recipes, 2023-24
    • Issues and insights
    • What we think
  2. The market

    • Market size and forecast
    • Cooking oil prices are falling, but volume sales have seen limited growth
    • Value sales have declined slightly, putting pressure on overall market growth
    • Market segmentation
    • Rapeseed oil's market share is rising, surpassing peanut oil
    • Market factors
    • Authorities continue to advocate for reduced oil consumption
    • Public concern over the 'oil tanker scandal' has prompted an upgrade in industry standards
    • Extensive collaboration between leading companies is set to increase market concentration
    • Soybean meal exports are expected to enhance the competitiveness of Chinese soybean oil
  3. Companies and brands

    • Market share
    • Leading companies see a decline in share while Luhua gains ground
    • Second-tier companies achieve growth by leveraging health and premium positioning
    • Marketing activities
    • Safe use of oils becomes a marketing focus
    • Strengthen brand vitality through offline events
    • New brand ambassadors promote a health-oriented image
    • New product trends
    • GMO-free claims wane in popularity, while low/no/reduced trans fat and stanols/sterols are becoming new growth areas
    • Graph 8: share of cooking oil launches with select claims, 2019-24
    • Examples of cooking oil launches with these claims
    • Economy-positioned products show stronger growth but premium launches have potential
    • Graph 9: share of cooking oil launches with economy vs premium claims, 2019-24
    • Examples of economy and premium cooking oil launches
    • Functional claims hold untapped potential
    • Graph 10: share of cooking oil launches with select claims, 2019-24
    • Examples of functional cooking oil launches from domestic and international markets
  4. The consumer

    • Product penetration
    • Blended oil continues to decline in penetration
    • Graph 11: penetration of cooking oils, 2022-24
    • Peanut oil is the top choice for Chinese cooking, while tea seed oil attracts Western cuisine enthusiasts
    • Graph 12: usage of cooking oils among frequent cooks*, by food type, 2024
    • 25-39 year olds' diverse cooking habits drive demand for various oils
    • Graph 13: cooking and baking activities done more than once a week, by age, 2024
    • Graph 14: average number of cooking oils used, by age, 2024
    • Rapeseed oil is popular with younger consumers
    • Graph 15: penetration of cooking oils – rapeseed oil, by age, 2024
    • Solo dwellers are more open to ultra-niche oils
    • Graph 16: penetration of other types of cooking oils (a), by living situation, 2024
    • Brand penetration
    • Most brands' penetration is stable, but Olivoila has seen a decline
    • Graph 17: penetration of cooking oil brands, 2020-24
    • High-income earners tend to mix and match multiple brands
    • Graph 18: number of cooking oil brands used, by monthly household income, 2024
    • Graph 19: penetration of cooking oil brands, by monthly household income, 2024
    • Jinlongyu and Jiusan are popular among younger consumers
    • Graph 20: penetration of cooking oil brands, by age, 2024
    • Attributes of healthy cooking oils
    • High in vitamins, non-GMO and organic are the most important health attributes
    • Graph 21: attributes of healthy cooking oils, 2024
    • Natural antioxidants can be a differentiating feature
    • Oils with natural antioxidants, triglyceride-reducing properties and cold-press production have premium potential
    • Graph 22: attributes of healthy cooking oils, by monthly household income, 2024
    • Health-conscious consumers tend to use multiple oil types and brands
    • Graph 23: attributes of healthy cooking oils, by repertoire of brands used, 2024
    • Graph 24: attributes of healthy cooking oils, by repertoire of cooking oils used, 2024
    • Usage of flavoured oils
    • Sesame and chilli oils are well-established, while emerging flavoured oils show growth potential
    • Graph 25: penetration of and willingness to try* flavoured oils, 2024
    • Consumers aged 25-29 are the main users of flavoured oils…
    • Graph 26: average number of flavoured oils used, by age, 2024
    • Graph 27: penetration of flavoured oils, by age, 2024
    • …but willingness to try is high across the broader 18-39 age range
    • Graph 28: willingness to try* flavoured oils, by age, 2024
    • High-earners are core users, but opportunities exist for lower-priced products
    • Graph 29: penetration of flavoured oils, by monthly household income, 2024
    • Graph 30: willingness to try* flavoured oils, by monthly household income, 2024
    • Eastern regions show higher acceptance of flavoured oils, with opportunities for some categories to expand to the Midwest
    • Graph 31: willingness to try* flavoured oils, by region, 2024
    • Graph 32: penetration of flavoured oils, by region, 2024
    • Sources for recipes
    • Short video platforms and social media are the top recipe sources
    • Graph 33: sources for recipes, 2023-24
    • Comprehensive video platforms are key channels for reaching younger audiences
    • Multi-generational households use a broader range of recipe sources
    • Graph 34: ranking of recipe sources, by living situation, 2024
    • Market segmentation
    • Background to market segmentation
    • Overview and distribution of cooking personas
    • Graph 35: consumer segmentation of home cooks, 2024
    • High-potential consumer segment no. 1: Cost-conscious Chefs
    • Graph 36: demographics of Cost-conscious Chefs, 2024
    • What are their cooking behaviours and preferences?
    • Graph 37: cooking preferences and motivations, by cooking persona, 2024
    • Cost-conscious Chefs prefer affordable oils
    • Graph 38: penetration of cooking oils, by cooking persona, 2024
    • Cost-conscious Chefs have higher usage and willingness to try flavoured oils
    • Graph 39: willingness to try* flavoured oils, by cooking persona, 2024
    • Graph 40: penetration of flavoured oils, by cooking persona, 2024
    • Cost-conscious Chefs take a 'plus' approach to health
    • Graph 41: attributes of healthy cooking oils, by cooking persona, 2024
    • Cost-conscious Chefs prefer to look for recipes on cooking-related channels
    • Graph 42: sources for recipes, by cooking persona, 2024
    • How to attract Cost-conscious Chefs?
    • High-potential consumer segment no. 2: Scratch Cooks
    • Graph 43: demographics of Scratch Cooks, 2024
    • Scratch Cooks prioritise health and safety in cooking.
    • Graph 44: cooking preferences and motivations, by cooking persona, 2024
    • Scratch Cooks favour mainstream cooking oils
    • Graph 45: penetration of cooking oils, by cooking persona, 2024
    • Scratch Cooks have a high usage rate for sesame oil and a strong willingness to try it
    • Graph 46: willingness to try* flavoured oils, by cooking persona, 2024
    • Scratch Cooks have a stronger health focus and pay more attention to mainstream health attributes
    • Graph 47: attributes of healthy cooking oils, by cooking persona, 2024
    • Scratch Cooks choose a wider range of sources for recipe inspiration
    • Graph 48: sources for recipes, by cooking persona, 2024
    • How to attract Scratch Cooks?
  5. Issues and insights

    • Strengthen health positioning with vitamin fortification
    • The shift towards reduced oil consumption highlights the need for health positioning
    • Leverage vitamin fortification to explore white space
    • Support premium positioning with added-value claims
    • Product and marketing examples
    • Unlock the potential of the emerging flavoured oil market
    • Emerging flavoured oils have low penetration but significant growth potential
    • Target 25-29s as the core demographic, with broader reach to 18-39s
    • Expand market coverage with affordable products
    • Build a multi-oil, multi-brand portfolio
    • Diversified oil product lines are essential to meet rising health demands
    • Deploy a multi-brand strategy to address low consumer loyalty
  6. Appendix – market size and forecast, research methodology and abbreviations

    • Market size and forecast
    • Methodology
    • TURF analysis methodology
    • Methodology: cluster analysis of cooking consumer groups
    • Graph 49: correlation between cluster analysis factors and cooking personas, 2024
    • Graph 50: correlation between cooking attitudes and cluster analysis factors, 2024
    • Abbreviations

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