2021
0
China Cooking and Baking Habits Market Report 2021
2022-01-08T03:19:20+00:00
OX1049371
3695
146674
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Report
en_GB
“The rising priority of healthy eating since the COVID-19 outbreak drives increased adoption of healthier cooking methods and lighter diets. Opportunities exist in developing low/no/reduced sodium solutions, which still receive…

China Cooking and Baking Habits Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The rising priority of healthy eating since the COVID-19 outbreak drives increased adoption of healthier cooking methods and lighter diets. Opportunities exist in developing low/no/reduced sodium solutions, which still receive less attention than sugar-free products, to support consumers’ evolving taste preference. At the same time, brands should proactively utilise digital channels to inspire consumers’ exploration in the kitchen and strengthen emotional connections with them.”
– Roolee Lu, Senior Research Analyst

This Report looks at the following areas:

  • At-home cooking and baking activities in the post-COVID-19 period
  • Trends in cooking methods under rising health awareness
  • Recipe sources for cooking and baking
  • Approaches to reduce salt intake and eat healthily
  • Major demand for different meal occasions

Table of Contents

  1. Overview

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

              • The market
                • The rise of the “in-house economy” after COVID-19
                  • Small kitchen appliances shorten the distance between consumers and the kitchen
                    • The Healthy China Action Plan advocates reasonable diets
                      • The consumer
                        • New parents in modern families deserve special attention
                          • Figure 1: Cooking and baking frequency, 2021
                        • Attention to healthy eating facilitates changes in cooking habits
                          • Figure 2: Trends of cooking habits, 2021
                        • Short video platforms and social media rank as most referenced recipe sources
                          • Figure 3: Recipe source, 2021
                        • Consumers limit salt intake chiefly through cooking and processed food
                          • Figure 4: Salt intake reduction, 2021
                        • Convenient breakfast, indulgent lunch and healthy dinner
                          • Figure 5: Meal demand by occasion, 2021
                        • Keeping up a light diet is next in importance to having enough fresh produce
                          • Figure 6: Definition of healthy eating, 2021
                        • What we think
                        • Issues and Insights

                          • Develop low/no salt solutions to support consumers’ light meal demand
                            • The facts
                              • The implications
                                • Figure 7: Share of new launches with low/no/reduced sodium claim, by category, China, 2016-21
                                • Figure 8: Liu Yue Xian QING Soy Sauce with less salt, China, 2021
                                • Figure 9: Product examples of low-sodium products, France, Japan and UK, 2019 and 2021
                              • Target at-home breakfast occasions with optimised instant noodles
                                • The facts
                                  • The implications
                                    • Figure 10: Product examples of instant noodles for breakfast, South Korea and Vietnam, 2016 and 2021
                                  • Leverage digital channels to keep consumers engaged
                                    • The facts
                                      • The implications
                                      • Market Factors

                                        • Changing lifestyles drive the “in-house economy”
                                          • Figure 11: Change in spending – Spent more, 2020-21
                                        • Small kitchen appliances strengthen the connection between consumers and cooking activities
                                          • Figure 12: Ownership and purchase intention for small kitchen appliances, 2021
                                        • Reasonable diet is identified in the Healthy China Action Plan
                                          • Rise of short video helps promote at-home cooking and baking
                                          • Cooking and Baking Frequency

                                            • Cooking at home is still the main meal solution despite decreased frequency
                                              • Figure 13: Cooking and baking frequency, 2021
                                              • Figure 14: Cooking and baking frequency – Cooking at home, by age, 2021
                                              • Figure 15: Cooking and baking frequency – Select items, by age, 2021
                                            • Having children is a watershed for cooking activity
                                              • Figure 16: Cooking and baking frequency – Cooking at home, by living situation, 2021
                                            • Females aged 25-39 are the prime baking population, while young males deserve special attention
                                              • Figure 17: Cooking and baking frequency – Baking at home, by gender and age, 2021
                                              • Figure 18: Cooking and baking frequency – Baking at home, by living situation, 2021
                                          • Trends of Cooking Habits

                                            • Healthy eating trends drive changes in cooking habits
                                              • Figure 19: Trends of cooking habits, 2021
                                              • Figure 20: Trends of cooking habits – Used more, 2019 vs 2021
                                              • Figure 21: Product examples of cooked instant noodles, China, 2021
                                            • Nutrition value perceptions are influencing consumers’ cooking habits
                                              • Figure 22: Trends of cooking habits – Used less, by living situation, 2021
                                            • Young consumers realise the importance of a light diet but haven’t done enough
                                              • Figure 23: Trends of cooking habits – Used more, by age, 2021
                                          • Recipe Source

                                            • Short video platforms and social media are most referred to recipe sources
                                              • Figure 24: Recipe source, 2021
                                              • Figure 25: Recipe source – Select items, by age, 2021
                                            • Seniors rely more on cooking TV shows while young consumers also value entertainment
                                              • Figure 26: Recipe source – Select items, by age, 2021
                                          • Salt Intake Reduction

                                            • Consumers with kids limit salt intake from cooking
                                              • Figure 27: Salt intake reduction, 2021
                                              • Figure 28: Salt intake reduction – Select items, by family structure, 2021
                                            • More consumers order less food delivery to avoid salt intake
                                              • Figure 29: Salt intake reduction, 2018 vs 2021
                                              • Figure 30: Salt intake reduction – Select items, by age, 2021
                                            • Affluent households and consumers in tier 1 cities seek low/no salt alternatives
                                              • Figure 31: Salt intake reduction – Bought food that claim low/no salt, by monthly household income and city tier, 2021
                                              • Figure 32: Product examples of foods with low/no/reduced sodium claim, China, 2021
                                          • Meal Demand by Occasion

                                            • Develop healthy breakfast solutions with elevated convenience
                                              • Figure 33: Meal demand by occasion, 2021
                                            • Healthy and convenient for workday while indulgent on days off
                                              • Figure 34: Meal demand by occasion, 2021
                                            • Young consumers don’t want to compromise on taste on most occasions
                                              • Figure 35: Meal demand by occasion – Workday lunch, by age, 2021
                                          • Definition of Healthy Eating

                                            • Eating enough and diverse food is top priority
                                              • Figure 36: Definition of healthy eating, 2021
                                            • Light diets that promote healthy eating in demand
                                              • Figure 37: Definition of healthy eating – Maintaining a light diet, by age and living situation, 2021
                                            • Minimal processing becomes important in communication
                                              • A healthy diet doesn’t need to exclude meat
                                                • Consumers with higher education have a multi-faceted understanding of healthy eating
                                                  • Figure 38: Repertoire analysis of definition of healthy eating, by education, 2021
                                                  • Figure 39: Definition of heathy eating, by education, 2021
                                                  • Figure 40: Product examples of meal solutions and sauces & seasonings with low/no/reduced calorie claim, China, 2020-21
                                              • Appendix – Methodology and Abbreviations

                                                • Methodology
                                                  • Abbreviations

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