China Menu Insights – Regional Cuisine Market Report 2024
£ 3,695 (Excl.Tax)
Report Summary
This report looks at the following areas:
- Overview of the regional cuisine market and key influencing factors, including a summary of relevant policies
- Market highlights of regional cuisine, including the development of various segments
- Incorporation of regional cuisine flavours into various food categories
- Changes in consumer acceptance of major regional cuisines and a comparison of consumption occasions
- Preferences for regional cuisine flavours and beverage pairings
- Factors influencing the consumption of spicy regional cuisines
Spicy regional cuisines, exemplified by Guizhou cuisine, are advancing and gaining prominence as both innovative and popular flavours. The introduction of more diverse 'spicy' and 'sour' profiles will offer consumers a richer and more unique sensory and culinary experience.
Bernie Gao, Analyst, China Insights
Market Definitions
This report primarily examines various regional cuisines based on China’s traditional eight major cuisines. It explores consumers’ eating habits and attitudes towards different regional cuisines within the country.
Penetration rate refers to the proportion of respondents who have ‘eaten’ (including both ‘eaten and liked’ and ‘eaten but disliked’) specific regional cuisines in the past six months.
Preference rate refers to the proportion of respondents who have ‘eaten and liked’ specific regional cuisines within the past six months.
Table of Contents
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market overview
- Market factors
- Market highlights
- The consumer
- Sichuan cuisine enjoys strong national recognition, while Yunnan and Fujian cuisines are emerging with considerable potential
- Graph 1: adoption of regional cuisine, 2024
- Female consumers are more drawn to spicy foods, while males prefer aromatic spices and light flavours
- Female consumers are more drawn to spicy foods, while males prefer aromatic spices and mild flavours
- Graph 2: preference on taste, by gender, 2024
- Graph 3: preference on taste, 2024
- Stimulating the appetite is the primary reason for choosing spicy cuisine
- Graph 4: factors for consuming spicy regional cuisine, 2024
- Spicy regional cuisine is more commonly featured at social gatherings but still holds potential for business dinners
- Graph 5: consumption occasion, 2024
- Juice can further enhance the regional 'drink' and 'food' experience
- Graph 6: pairing drinks, 2024
- Sichuan/Chongqing hotpot lead the way, while lighter options merit attention
- Graph 7: hot pot flavour preference, 2024
- Preserving the authenticity of regional cuisine will attract more consumers
- Graph 8: attitudes towards regional cuisine – flavours, 2024
- Issues and insights
- What we think
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The market
- Market overview
- Sichuan and Hunan cuisines are at the forefront of regional cuisine chain brands
- Market factors
- The cultural and tourism economy drives consumption related to regional cuisine
- Top-down improvements in standards for pre-made dishes are poised to further promote the development of regional cuisine
- Further standardisation of regional cuisine preparation
- Sizzling spiciness: cherished locally, craved globally
- Gastronomic guides support brand promotion and expansion into overseas markets
- Regional cuisine has become the top choice for integrating brands with local culture
- Market highlights
- The bistro concept remains popular, while the fusion of regional flavours drives innovation in dishes
- Further segmentation of regional cuisines reveals greater market potential with diverse flavours
- Regional cuisine flavours inspire packaged foods
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The consumer
- Adoption of regional cuisine
- Preference for Fujian and Yunnan cuisines is on the rise
- Graph 9: adoption of regional cuisine, 2024
- Graph 10: adoption of regional cuisine – preference rate, 2023 & 2024
- The top five regional cuisines have remained consistent for three consecutive years
- Consumers in the eastern region have a mixed appreciation for Guizhou cuisine
- Graph 11: adoption of Guizhou cuisine, by region, 2024
- Graph 12: adoption of regional cuisine – have eaten and liked it, by region, 2024
- Niche regional cuisine restaurants have the potential to further premiumise
- Graph 13: adoption of regional cuisine – haven't eaten but am interested in trying, by monthly household income, 2024
- Preference on taste
- Spicy flavours generally appeal more to female consumers, while males tend to prefer aromatic spice flavours
- Graph 14: preference on taste, by gender, 2024
- Graph 15: preference on taste, 2024
- Cuisines with numbing flavours can better satisfy the indulgence needs of older consumers
- Graph 16: preference on taste, by age, 2024
- The diverse flavours of spicy cuisines can be leveraged as a unique selling point
- Graph 17: preference on taste, by selected regional cuisines – have eaten and liked it, 2024
- Factors influencing the consumption of spicy regional cuisines
- Spicy regional cuisines can more effectively stimulate the appetite
- Graph 18: factors influencing the consumption of spicy regional cuisines, 2024
- Women aged 25 to 39 have more defined reasons for choosing spicy cuisine
- Graph 19: top five factors for consuming spicy regional cuisine, by city tier, 2024
- Graph 20: top five factors for consuming spicy regional cuisine, by gender and age group, 2024
- Regional ingredients can help Yunnan and Guizhou cuisines stand out
- Graph 21: factors influencing the consumption of spicy regional cuisines, by selected regional cuisines – have eaten and liked it, 2024
- Catering to segmented needs with various types of spicy flavours
- Graph 22: factors influencing the consumption of spicy regional cuisines, by preference on taste – type of spicy flavours, 2024
- Consumption occasion
- Regional cuisine restaurants are ideal venues for casual gatherings with friends
- Graph 23: consumption occasion, 2024
- Pay greater attention to solo consumption scenarios for male consumers
- Graph 24: selected consumption occasion – eating alone on special days (a), by gender, 2024
- Graph 25: selected consumption occasion – eating alone on normal days, by gender, 2024
- Further exploring the demand for family gatherings
- Graph 26: selected consumption occasion – with families on normal days, by living situation, 2024
- Graph 27: selected consumption occasion – With families on special days (a), by living situation, 2024
- Pairing drinks
- Juice is the top choice for non-alcoholic pairings, while wine and beer are the leading options for alcoholic drinks
- Graph 28: pairing drinks, 2024
- Graph 29: pairing drinks, by gender, 2024
- Cross-category drinks that combine sparkling beverages with fruit could be promising for regional cuisine restaurants
- Graph 30: pairing drinks, by top three drinks, 2024
- Yunnan cuisine bistros stand out with regional-flavoured alcoholic drinks
- Graph 31: Drink pairing, by regional cuisine – have eaten and liked, 2024
- Hotpot flavour preference
- Spicy hotpot flavours are the most prominent, with a diverse range of regional hotpot styles thriving
- Graph 32: hotpot flavour preference, 2024
- Promote the health benefits of 'clear broth' hotpot flavour in lower-tier cities
- Graph 33: top three hotpot flavours, by city tier, 2024
- Southwestern-flavoured hotpot holds strong potential
- Graph 34: hotpot flavour preference, by generation, 2024
- Graph 35: hotpot flavour preference, by region, 2024
- Attitudes towards regional cuisine
- Authentic flavours and freshly made dishes are key to attracting diners from various regions
- Graph 36: attitudes towards regional cuisine – flavours, 2024
- Regional cuisine flavours can drive broader innovation in food and beverage
- Graph 37: attitudes towards regional cuisine – category expansion , 2024
- Younger and single consumers are more open to pre-made regional cuisine meals
- Graph 38: China：regional cuisines that respondents have eaten and liked, by respondents who agree that 'signature dishes at regional cuisine restaurants are suitable to be available as pre-made dishes for consumers to purchase', 2024
- Graph 39: respondents who agree that 'signature dishes at regional cuisine restaurants are suitable to be available as pre-made dishes for consumers to purchase', by age and family structure, 2024
- Further exploring the emotional value of regional cuisine
- Graph 40: attitudes towards regional cuisine – emotional value, 2024
- Regional cuisine is the best medium for expressing regional culture
- Graph 41: attitudes towards regional cuisine – regional culture, 2024
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Issues and insights
- Leverage the booming popularity of Southwestern cuisine to elevate market recognition for Guizhou cuisine
- A variety of sour and spicy flavours create the unique taste of Guizhou
- Using Sichuan cuisine brands as a reference to guide the branding development of Guizhou cuisine
- Leverage regional characteristics to build a distinctive brand identity and boost brand awareness
- 'Guizhou flavour' has broad applications in both the foodservice industry and packaged foods
- Reaching a broader audience through diverse spicy eating styles while establishing a foundation for differentiation
- Varied interpretations of classic spicy dishes create product differentiation
- Different types of spicy flavours can cater to various consumption occasions
- More diverse ways of enjoying spicy food can reach a broader audience
- Reasonable use of pre-made products aligns with brand development amid increasingly standardised industry standards
- Sichuan and Hunan cuisines can develop pre-made dish supply chains in line with their brand positioning
- The establishment of central kitchens facilitates successful business expansion
- Exploring the potential of various business models in regional cuisine restaurants
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Appendix – market size and forecast, research methodology and abbreviations
- Methodology
- Abbreviations
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