2021
0
China Sauces, Seasonings and Spreads Market Report 2021
2022-01-18T03:03:01+00:00
OX1049373
3695
146897
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Report
en_GB
“Growth in the sauces and seasonings retail market has slowed in 2021 due to the recovering foodservice sector. The compound seasoning segment retains its robust performance and is expected to…

China Sauces, Seasonings and Spreads Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Growth in the sauces and seasonings retail market has slowed in 2021 due to the recovering foodservice sector. The compound seasoning segment retains its robust performance and is expected to pose a threat to ready meals with continued innovations around flavours and convenience. Besides competing with adjacent categories, brands can also gain growth opportunities by targeting young consumers via traditional purchase channels such as wet markets and highlighting the versatility of exotic sauces products.”
– Joy Yin, Senior Research Analyst

Key Issues covered in this Report

  • Market growth and competitive landscape in the sauces and seasonings segment
  • New product trends and marketing activities for sauces, seasonings and spreads
  • Consumers’ usage of exotic sauces and compound seasonings packs
  • Consumers’ purchase channels and choice factors of sauces and seasonings
  • Consumers’ behaviours towards sauces and seasonings
  • Strategy for brands to improve penetration of exotic sauces and to compete with ready meals.

Table of Contents

  1. Overview

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

            • The market
              • Slower growth compared to the pandemic period
                • Figure 1: Retail market value of sauces and seasonings*, China, 2016-26
              • Soy sauce takes the largest share, while oyster sauce and salad dressing continue double-digit growth
                • Companies and brands
                  • Leading players sustain their growth but competition intensifies
                    • Further steps towards health and convenience
                      • Figure 2: Leading companies in sauces and seasonings market, by value share, China, 2019-21
                    • The consumer
                      • Strong-flavoured sauces are viewed as must-haves
                        • Figure 3: Product penetration, 2021
                      • Growth opportunities for exotic sauces lie in their nutrition profile
                        • Figure 4: Usage of exotic sauces, 2021
                      • Hotpot base seasoning packs remain the most popular
                        • Figure 5: Usage of compound seasonings packs, 2021
                      • Supermarkets still dominate, while Gen Z shows preference for traditional channels
                        • Figure 6: Purchase channels, 2021
                      • Healthiness and flavour are equally important to most consumers
                        • Figure 7: Choice factors, 2021
                      • Usage occasions of exotic sauces can be extended, while compound seasonings stay competitive
                        • Figure 8: Consumer behaviours – Consumption habits, 2021
                      • What we think
                      • Issues and Insights

                        • Compound seasoning packs pose threat to ready meals
                          • Figure 9: Product example of microwavable compound seasoning pack by Ding Ding Dai, China, 2021
                          • Figure 10: Product examples of regional flavours, China, 2021
                        • Leverage traditional purchase channels to attract young consumers
                          • Figure 11: Prada market in Shanghai, China, 2021
                        • Highlight the versatility of exotic sauces
                          • Figure 12: Examples of fusion of Western and Eastern cuisines, China, 2021
                          • Figure 13: Product examples of exotic sauces specifically designed for children, Global, 2020
                      • Market Size and Forecast

                        • Growth slows down compared to last year
                          • Figure 14: Retail market value of sauces and seasonings*, China, 2016-26
                      • Market Segmentation

                        • Soy sauce – product upgrade continues
                          • Figure 15: Retail market value of soy sauce, China, 2016-26
                        • Vinegar – Positive prospect in the post-pandemic era
                          • Figure 16: Retail market value of vinegar, China, 2016-26
                        • Oyster sauce – Double-digit growth sustains
                          • Figure 17: Retail market value of oyster sauce, China, 2016-26
                        • Tomato sauce – Steady growth rate
                          • Figure 18: Retail market value of tomato sauce, China, 2016-26
                        • Salad dressing – Growth picks up after the pandemic
                          • Figure 19: Retail market value of salad dressing, China, 2016-26
                      • Market Factors

                        • Declining demand compared to pandemic period
                          • The ongoing healthy eating trend
                            • Increasing prices
                              • The boom of community group buying channels
                              • Market Share

                                • Leading players sustain market share
                                  • Figure 20: Leading companies in sauces and seasonings market, by value share, China, 2019-21
                                • Competition intensifies in the market
                                • Marketing Activities

                                  • Content marketing on social ecommerce platforms
                                    • Figure 21: Examples of sauces and seasonings brands on social ecommerce platforms, China, 2021
                                  • Riding the Guochao (国潮) movement
                                    • Figure 22: Product examples of Kou Wei Quan, China, 2021
                                  • Shinho crossing over with health experts to enhance health profile
                                    • Figure 23: Shinho x Ding Xiang Yi Sheng limited edition soy sauce set, China, 2020
                                • New Product Trends

                                  • The rise of “minus” claims
                                    • Figure 24: “Minus” claims in new launches of sauces, seasonings and spreads, China, 2016-21
                                    • Figure 25: Product examples with “minus” claims, China, 2021
                                  • More diverse regional flavours
                                    • Figure 26: Product examples of Jia Dian Zi Wei featuring regional flavours, China, 2021
                                  • Further highlight speed and convenience
                                    • Figure 27: Product examples of Lee Kum Kee “Yi Zhao Sheng” product series, China, 2021
                                  • Microwavable compound seasoning packs
                                    • Figure 28: Product example of microwavable compound seasoning pack by Ding Ding Dai, China, 2021
                                    • Figure 29: Ajinomoto “steam me” series, Japan, 2020-21
                                  • Plant-based is still at the beginning stage
                                    • Figure 30: Percentage of sauces, seasonings and spreads with “plant-based” claim, China, 2016-21
                                    • Figure 31: Product examples with “plant-based” claims, China, 2021
                                • Product Penetration

                                  • Strong-flavoured Chinese sauces are viewed as essentials …
                                    • Figure 32: Product penetration, 2021
                                  • … and their usage is not influenced by cooking habits
                                    • Figure 33: Product penetration – “Always keep it”, by cooking frequency, 2021
                                  • Consumers aged 50-59 have lower demand for diverse sauces
                                    • Figure 34: Product penetration – “No need for this”, by age, 2021
                                • Usage of Exotic Sauces

                                  • The penetration of exotic sauces remained consistent
                                    • Figure 35: Usage of exotic sauces, 2021
                                    • Figure 36: Usage of exotic sauces, by gender, 2021
                                  • Exotic sauces are preferred by high earners and families with kids
                                    • Figure 37: Usage of exotic sauces, by household income, 2021
                                    • Figure 38: Usage of exotic sauces, by family structure, 2021
                                  • Nut-based spreads and Marmite may have growth chance with their high nutrition
                                    • Figure 39: Usage of exotic sauces, by attitude towards the statement “I consume less sauces and seasonings compared to a year ago”, 2021
                                • Usage of Compound Seasonings Packs

                                  • Hotpot base seasonings pack remains the most popular
                                    • Figure 40: Usage of compound seasonings packs, 2021
                                  • Consumers aged 50-59 have the least interest
                                    • Figure 41: Usage of compound seasonings packs, by age, 2021
                                  • Food pieces should be featured in compound seasoning packs
                                    • Figure 42: Usage of compound seasonings packs, by agreement with the statement “I buy compound seasoning packs with food pieces more often than those without”, 2021
                                • Purchase Channels

                                  • Supermarket shows strong dominance in purchase channels
                                    • Figure 43: Purchase channels, 2021
                                    • Figure 44: Repertoire analysis of purchase channels, 2021
                                  • Gen Z prefer convenience stores and traditional channels
                                    • Figure 45: Purchase channels – Offline channels, by age, 2021
                                  • Convenient packaging and non-GMO are valued by community group buying platforms users
                                    • Figure 46: Choice factors, by purchase channels, 2021
                                • Choice Factors

                                  • Healthiness and flavour are equally important to most consumers …
                                    • Figure 47: Choice factors, 2021
                                  • … while high earners and those who cook more often value healthy ingredients more
                                    • Figure 48: Choice factors – Selected factors, by personal income, 2021
                                    • Figure 49: Choice factors – Selected factors, by cooking frequency, 2021
                                  • Different methods for established/new brands to enhance brand loyalty
                                    • Figure 50: Choice factors, by agreement with the statement “I stick to the same brand of sauces and seasonings”, 2021
                                    • Figure 51: Percentage of sauces and seasonings new launches with natural claims, China, 2016-21
                                • Consumer Behaviours

                                  • Brand loyalty is not strong, especially among older consumers
                                      • Figure 52: Consumer behaviours – Consumption habits, 2021
                                      • Figure 53: Consumer behaviours – “I stick to the same brand of sauces and seasonings”, by age group, 2021
                                    • Exotic sauces can be used in Chinese-style dishes
                                        • Figure 54: Consumer behaviours – Usage of exotic sauces, 2021
                                        • Figure 55: Consumer behaviours, by agreement with “I would use exotic sauces and seasonings to cook Chinese-style dishes”, 2021
                                      • Traditional brands have an edge in selling compound seasonings
                                          • Figure 56: Consumer behaviours – Compound seasonings, 2021
                                        • Compound seasoning packs provide an appropriate degree of convenience and fun of cooking
                                            • Figure 57: Consumer behaviours – Cooking preference, 2021
                                        • Appendix – Market Size and Forecast

                                            • Figure 58: Total retail market value of sauces, seasonings and spreads, China, 2016-26
                                        • Appendix – Market Segmentation

                                            • Figure 59: Retail market value of soy sauce, China, 2016-26
                                            • Figure 60: Retail market value of vinegar, China, 2016-26
                                            • Figure 61: Retail market value of oyster sauce, China, 2016-26
                                            • Figure 62: Retail market value of tomato sauce, China, 2016-26
                                            • Figure 63: Retail market value of salad dressing, China, 2016-26
                                        • Appendix – Methodology and Abbreviations

                                          • Methodology
                                            • Abbreviations

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