2020
0
China Cooking and Baking Habits Market Report 2020
2020-12-11T03:02:11+00:00
OX990760
3695
128598
[{"name":"Cooking","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/cooking"}]
Report
en_GB
“The COVID-19 outbreak has resulted in the shift from dining out to cooking and baking at home. Most young consumers aged 18-24, who used to bear less cooking responsibility, have…

China Cooking and Baking Habits Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cooking and Baking Habits – China market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The COVID-19 outbreak has resulted in increased at-home time due to both temporary closures of restaurants and concerns about being exposed to the coronavirus. As a result, consumers have shifted their dining habits from eating out to cooking at home. Even young consumers, who used to take less cooking responsibilities and rely more on food delivery service before COVID-19, have stepped into the kitchen and cook at home. The rising cooking population and regional difference in cooking habits suggest market opportunities in customising cooking products and meal solutions to satisfy consumers’ various demands better.

Expert analysis from a specialist in the field

Written by Roolee Lu, 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 COVID-19 outbreak has resulted in the shift from dining out to cooking and baking at home. Most young consumers aged 18-24, who used to bear less cooking responsibility, have stepped into the kitchen and kept their cooking habits in the post-COVID-19 period. Ready-to-cook products and compound seasoning packs could target at these rising cooking population who are more convenience-driven. Increasing importance of healthy eating also points out the market opportunity in offering better-for-you sauces and seasonings which promote cooking and dining in healthier ways.
Roolee Lu
Food & Drink Analyst

Table of Contents

  1. Overview

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

            • The market
              • Willingness to invest more leisure time on home cooking or baking
                • Rising attention to healthy eating will result in demand for better-for-you products
                  • Small kitchen appliances bring new experience and enjoyment in cooking
                    • Impact of COVID-19 on cooking and baking habits
                      • Figure 1: Short, medium and long-term impact of COVID-19 on cooking and baking habits
                    • The consumer
                      • Young males are catching up with females in cooking responsibilities
                        • Figure 2: Who does cooking and baking – Cooking, by gender and age, September 2020
                      • Cooking interest in domestic cuisines varies by region
                        • Figure 3: Learning Interests – Chinese style, by region, September 2020
                      • Preference of cooking method is decided by food type and regional dining habits
                        • Figure 4: Cooking methods, September 2020
                      • Consumers are explorative in baking activities after beginning their journey
                        • Figure 5: Baking activities, September 2020
                      • Dairy ingredients are more commonly purchased from grocery stores selling imported products
                        • Figure 6: Purchase channel, September 2020
                      • Highlight fun and joyful experience when marketing to younger consumers
                        • Figure 7: Meaning of cooking and baking, by age, September 2020
                      • What we think
                      • Issues and Insights

                        • Healthy eating should be a key marketing focus
                          • The facts
                            • The implications
                              • Figure 8: Product examples of sauces and seasonings with natural and minus claims, China, 2020
                              • Figure 9: Eat Just Future Food Studio
                            • Marketing to the rising cooking population of young consumers aged 18-24
                              • The facts
                                • The implications
                                  • Figure 10: Product examples of compound seasoning packs, China, 2020
                                • Turning cooking and baking into joyful and fun experiences
                                  • The facts
                                    • The implications
                                      • Figure 11: Product examples of baking kits for children, USA, 2019-20
                                      • Figure 12: Morphy Richards Multifunction Cooking Pot, China
                                  • The Market – What You Need to Know

                                    • Increased at-home time contribute to home cooking activities
                                      • Rising health awareness will push consumers to cook in healthier ways
                                      • Market Factors

                                        • From dining out to cooking at home
                                          • Figure 13: Barriers to dining out, October 2020
                                          • Figure 14: Frequency of doing different activities – Cook at home, February to July, 2020
                                        • Health concern would facilitate cooking in healthier ways
                                          • Figure 15: Most concerned things in current life, February to September 2020
                                          • Figure 16: Change of life priorities – Higher priority, April to September 2020
                                        • Booming sales of small kitchen appliances promote both home cooking and baking activities
                                          • Figure 17: Ownership and purchase interest of small kitchen appliances, August 2020
                                          • Figure 18: Product examples of small kitchen appliances, China
                                      • The Consumer – What You Need to Know

                                        • Shrinking gender gap in cooking responsibility among younger generations
                                          • Females and mid-to-high earners demonstrate more interest in learning foreign cuisines
                                            • Families with kids are more explorative in baking activities
                                            • Who Does Cooking and Baking

                                              • Male cooking population are catching up in younger generations
                                                • Figure 19: Who does cooking and baking, September 2020
                                                • Figure 20: Who does cooking and baking – Cooking, by gender and age, September 2020
                                              • Families with children do more home cooking and baking
                                                • Figure 21: Who does cooking and baking, by family structure, September 2020
                                              • Living situation impacts cooking responsibilities
                                                • Figure 22: Who does cooking and baking, by living situation, September 2020
                                            • Learning Interests

                                              • Sichuan and Hunan main dishes attract most learning interest
                                                • Figure 23: Learning Interests, September 2020
                                              • Learning interest towards domestic cuisines varies by region
                                                • Figure 24: Learning Interests – Chinese style, by region, September 2020
                                              • Females and mid-to-high earners are more likely to be cooking enthusiasts
                                                • Figure 25: Learning Interests – Foreign style (net), by gender, age and monthly personal income, September 2020
                                            • Cooking Methods

                                              • Food type determines cooking methods
                                                • Figure 26: Cooking methods, September 2020
                                                • Figure 27: Product examples of sauces and seasonings based on cooking method and food type, China, 2020
                                              • Region rather than city tier differentiates cooking habits
                                                • Figure 28: Cooking methods – Select items, by region, September 2020
                                                • Figure 29: Cooking methods – Select items, by region, September 2020
                                                • Figure 30: Cooking methods – Select items, by region, September 2020
                                              • Boiling is more used by consumers aged 18-24 for various food types
                                                • Figure 31: Cooking methods – Boiled, by age, September 2020
                                            • Baking Activities

                                              • Consumers are explorative in baking activities
                                                • Figure 32: Baking activities, September 2020
                                                • Figure 33: Repertoire analysis of baking activities, September 2020
                                              • Consumers aged 25-49 are baking more varieties
                                                • Figure 34: Repertoire analysis of baking activities, by age, September 2020
                                              • Bigger families tend to do more types of baking
                                                • Figure 35: Repertoire analysis of baking activities, by family structure and living situation, September 2020
                                              • Lower tier cities are equally interested
                                                • Figure 36: Baking activities, by city tier, September 2020
                                            • Purchase Channel

                                              • Shopping channel depends on versatility of the ingredient
                                                • Figure 37: Purchase channel, September 2020
                                              • Dairy products are purchased more from imported stores
                                                • Figure 38: Purchase channel – grocery stores selling imported products, by monthly personal income, September 2020
                                              • Ready-to-bake products could help bakery houses tap into home baking
                                                • Figure 39: Purchase channel – Bakery houses, September 2020
                                            • Meaning of Cooking and Baking

                                              • Home cooking and baking promotes healthy eating
                                                • Figure 40: Meaning of cooking and baking, September 2020
                                              • More consumers aged 18-24 regard cooking and baking as hobbies
                                                • Figure 41: Meaning of cooking and baking, by age, September 2020
                                            • Meet the Mintropolitans

                                              • MinTs demonstrate more interest towards learning niche exotic cuisines
                                                • Figure 42: Learning Interests, by consumer classification, September 2020
                                              • Baking activities enjoy more diversity among MinTs
                                                • Figure 43: Baking activities, by consumer classification, September 2020
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

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