Description
“Cooking oil brands would face stagnant consumption due to consumers’ growing awareness of daily fat intake. To sustain growth, brands can capitalise on low-fat cooking oils such as MLCT oils, or keep tapping into niche oil – especially walnut oil – by expanding their target audience and leveraging effective promotional channels.”
– Joy Yin, Senior Research Analyst
Key Issues covered in this report:
- Market outlook of cooking oil segments
- Innovative products and marketing activities in the industry
- Penetration and consumption trend of different oil types
- Choice factors and premium attributes perceived by consumers
- Consumers’ preference towards Medium- and Long-chain Triacylglycerols (MLCT) oils and nutrients in cooking oils
- NPD and marketing strategy for niche oils.
Table of Contents
-
Overview
- What you need to know
- Key Issues covered in this report
- Covered in this report
- What you need to know
-
Executive Summary
-
- The market
- Value growth is largely driven by rising prices
- Figure 1: Retail market value of cooking oils, China, 2017-2027
- Figure 2: Retail market volume of cooking oils, China, 2017-2027
- The share of blended oils and soybean oils keeps declining
- Figure 3: Retail value share of cooking oil segments, China, 2020-2022
- Companies and brands
- Leading players have steady performance
- Figure 4: Leading companies in cooking oil market, by value share, China, 2019-2022
- Product launches are focused on healthy and sustainable attributes
- The consumer
- Blended oils down, sunflower seed oils up
- Figure 5: Product penetration, 2021 vs 2022
- Repurchase rates of major oils are higher than niche oils
- Figure 6: Consumption trend, 2022
- Offline channels still dominate
- Figure 7: Purchase channels, 2022
- Nutrients top choice factors
- Figure 8: Choice factors, 2022
- Content of vitamins/minerals is the most valued
- Figure 9: Premium attributes, 2022
- Consumers seek nutrient supplement and fat control
- Figure 10: Consumer behaviours, 2022
- What we think
-
-
Issues and Insights
- Capitalise on MLCT cooking oils
- The facts
- The implications
- Figure 11: Jinlongyu’s ‘Qing Yi’ MLCT cooking oil, China, 2022
-
- Figure 12: Product examples of DAG cooking oils, China, 2022
- Extend the positioning of walnut oil beyond children
- The facts
- The implications
- Figure 13: Walnut oils with functional claims, global, 2020-2022
- Use short video platforms to promote premium niche oils
- The facts
- The implications
-
- Figure 14: Video examples of using niche oils for specific cuisines on Douyin, China, 2022
- Capitalise on MLCT cooking oils
-
Market Size and Forecast
- Value grows due to rising retail prices
- Figure 15: Retail market value of cooking oils, China, 2017-2027
- Volume is stagnant with increasing health awareness
- Figure 16: Retail market volume of cooking oils, China, 2017-2027
- Value grows due to rising retail prices
-
Market Segmentation
- Blended oil and soybean oil decline further
- Figure 17: Retail value share of cooking oil segments, China, 2020-2022
- Blended oil and soybean oil decline further
-
Market Factors
- Cooking is becoming quicker and healthier
- Growing needs to reduce daily intake of fat
- Rising costs push up retail prices
- Stricter and more detailed national standards
- Cooking is becoming quicker and healthier
-
Market Share
- Leading companies show steady performance
- Figure 18: Leading companies in cooking oil market, by value share, China, 2019-2022
- Baby food brands enter the market with walnut oils
- Figure 19: Walnut oil for babies by baby food brands, China, 2022
- Leading companies show steady performance
-
Marketing Activities
- Ride on Guochao trend to showcase cultural identity
- Figure 20: Daodaoquan’s tea seed oil ads, China, 2022
- Figure 21: Hujihua x ‘Zhi Ci Qing LV’ promotional video clip, China, 2022
-
- Figure 22: Hujihua’s ‘Super Moon’ at Shanghai Metro-City during mid-autumn festival, China, 2022
- Tap into ESG to promote sustainability
- Figure 23: Jinlongyu’s ESG report, China, 2022
-
- Figure 24: Hema’s carbon-neutral tea seed oil, China, 2022
- Collaborate with cross-category brands for multi-sensory experience
- Figure 25: Gu Wei Duo x multiple brands ‘Rice Field Concert’, China, 2022
- Figure 26: Onsite pictures of ‘Rice Field Concert’, China, 2022
- Ride on Guochao trend to showcase cultural identity
-
New Product Trends
- ‘Organic’ claims are on the rise
- Figure 27: Percentage of new cooking oil launches with ‘organic’ claims, China, 2017-2022
- Figure 28: Percentage of new cooking oil launches with ‘organic’ claims, by selected markets, Oct 2021 – Sep 2022
- Figure 29: Product examples with ‘organic’ claims, China, 2022
- Sustainability gains attention
- Figure 30: Percentage of ethical and environmental claims among new cooking oil launches, China, 2017-2022
- Figure 31: Product examples with ethical & environmental claims, China, 2021-2022
- Capitalising on the content of oleic acid
- Figure 32: Product examples of high oleic oils, China, 2021-2022
- Specially designed for cuisines
- Figure 33: Hujihua’s peanut oil designed for steamed fish, China, 2022
- ‘Organic’ claims are on the rise
-
Product Penetration
- The use of sunflower seed oil keeps rising
- Figure 34: Product penetration, 2021 vs 2022
- Multi-generation families show the strongest interest in diverse oils
- Figure 35: Product penetration, by living situation, 2022
- Figure 36: Product penetration – repertoire analysis, by living situation, 2022
- Peanut oil for Chinese cuisines, niche oils for Western cuisines
- Figure 37: Product Penetration, by cooking frequency, 2022
- The use of sunflower seed oil keeps rising
-
Consumption Trends
- Repurchase of major oils holds up
- Figure 38: Consumption trends, 2022
- Walnut oil has opportunities among highly-educated consumers
- Figure 39: Consumption trend – walnut oil, by education, 2022
- Baking occasions can be leveraged to increase usage
- Figure 40: Consumption trend – ‘will use more’, by cooking and baking frequency, 2022
- Repurchase of major oils holds up
-
Purchase Channels
- Offline supermarkets predominate
- Figure 41: Purchase channels, 2022
- Gen Z prefer traditional channels
- Figure 42: Purchase channels – offline channels, by age, 2022
- Marketing on short video platforms needs a different focus
- Figure 43: Choice factors, by purchase channels, 2022
-
- Figure 44: Premium attributes, by purchase channels, 2022
- Offline supermarkets predominate
-
Choice Factors
- Better-for-you features are the most important
- Figure 45: Choice factors, 2022
- Besides nutrients, different ages show diverse needs
- Figure 46: Choice factors – top 5 factors, by age, 2022
- Better-for-you features are the most important
-
Premium Attributes
- Content of vitamins/minerals matters the most
- Figure 47: Premium attributes, 2022
-
- Figure 48: Premium attributes – top 5 attributes, by age, 2022
- High earners value organic claims and unsaturated fat content
- Figure 49: Premium attributes, by monthly personal income, 2022
- Niche oil users are more willing to pay more for oleic acid and delicate packaging
- Figure 50: Premium attributes – selected attributes, by product penetration, 2022
- Content of vitamins/minerals matters the most
-
Consumer Behaviours
- Most consumers seek to supplement nutrients through cooking oils
-
- Figure 51: Consumer behaviours – supplementing nutrients, 2022
-
- Figure 52: Consumer behaviours – supplementing nutrients, by gender and age, 2022
-
- Figure 53: Consumer behaviours – supplementing nutrients, by monthly personal income, 2022
- Use low-fat cooking oils to control daily fat intake
-
- Figure 54: Consumer behaviours – controlling fat intake, 2022
-
- Figure 55: Consumer behaviours – controlling fat intake, by age, 2022
- MLCT oils are preferred by the majority
-
- Figure 56: Consumer behaviours – preference for MLCT oils, 2022
-
- Figure 57: Premium attributes, by consumers’ preference for MLCT oils, 2022
- Portion-controlled cap is necessary, while small packages are not as popular
-
- Figure 58: Consumer behaviours – packaging, 2022
-
- Figure 59: Consumer behaviours – preference for portion-controlled cap, by education, 2022
-
- Figure 60: Examples of oil dispensers, 2022
- Most consumers seek to supplement nutrients through cooking oils
-
Food Personas
- Who are they?
-
- Figure 61: Food personas, 2022
- Figure 62: Food personas, by generation, 2022
- Emotional Eaters prefer large packages
- Figure 63: Consumer behaviours – packaging, by food persona, 2022
- Better-for-you features attract New Trend Explorers and Critical Shoppers
- Figure 64: Choice factors – selected items, by food persona, 2022
-
- Figure 65: Premium attributes – selected items, by food persona, 2022
- Who are they?
-
Appendix – Market Size and Forecast
-
- Figure 66: Total retail market value of cooking oils, China, 2017-2027
- Figure 67: Total retail market volume of cooking oils, China, 2017-2027
-
-
Appendix – Market Segmentation
-
- Figure 68: Retail market value of cooking oils, by segment, China, 2019-2022
-
-
Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Chinese Language Available
Mintel’s China consumer reports are also available in a Chinese language version, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Chinese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
