2022
0
China Sauces, Seasonings and Spreads Market Report 2022
2022-11-12T03:06:08+00:00
OX1101423
3695
157406
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Report
en_GB
“The sauces, seasonings and spreads market has experienced slow but resilient growth in 2022 with the rise of in-home cooking and stockpiling amid the resurgence of COVID-19. As minus claims…

China Sauces, Seasonings and Spreads Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The sauces, seasonings and spreads market has experienced slow but resilient growth in 2022 with the rise of in-home cooking and stockpiling amid the resurgence of COVID-19. As minus claims are becoming mainstream, soy sauces can further premiumise via nutrition fortification. For compound seasonings, brands could differentiate with novel flavours and recruit high-end consumers with specialisation and authenticity claims. In addition, more innovation efforts are needed to offer user-friendly as well as sustainable packages.”
Yifan Gu, Associate Director

This Report looks at the following areas:

  • Market growth and competitive landscape in sauces and seasonings segments
  • New product trends and marketing activities
  • Product penetration and purchase channels of the major sauces segments
  • Consumers’ source of information on new products of sauces and seasonings
  • Consumers’ usage frequency of compound seasoning packs
  • Consumers’ interest to regional and exotic flavours
  • Consumers’ attitudes towards sauces and seasonings

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
                • Resilient retail growth from the increase of in-home cooking and stockpiling
                  • Figure 1: Retail market value of sauces and seasonings*, China, 2017-27
                • Oyster sauce and salad dressing maintain momentum; tomato sauce growth accelerates
                  • Companies and brands
                    • Top players sustain the market share and new brands cross the border with healthy offerings
                      • Figure 2: Leading companies in sauces and seasonings market, by value share, China, 2019-22
                    • Brands concentrate innovations on providing health benefits, new flavours and convenience
                      • The consumer
                        • Oyster sauce, ketchup and hot pot soup sauce increase penetration
                          • Figure 3: Product penetration – Purchased in any channel, 2022
                        • Online channels are promising to drive consumer awareness especially for female
                          • Figure 4: Information source, 2022
                        • Fortified nutrition makes soy sauce more premium instead of just reducing salt
                          • Figure 5: Premium attributes of soy sauce, 2022
                        • Twice-cooked pork slices top the list as the most popular flavour for compound seasoning packs
                          • Figure 6: Consumption frequency of compound seasoning packs, 2022
                        • Consumers look forward to compound seasonings in more diversified flavours
                          • Figure 7: Interest in regional flavours, 2022
                        • User-friendly package and adaptability to small kitchen appliances can be good selling points
                          • Figure 8: Consumer attitudes towards sauces and seasonings – select items, 2022
                        • What we think
                        • Issues and Insights

                          • Premiumise soy sauce with fortified nutrition beyond low salt
                            • The facts
                              • The implications
                                • Figure 9: Examples of sauces and spreads featuring fortification of multiple nutrients, China, Australia and Japan, 2022
                                • Figure 10: Examples of soy sauce for kids, China, 2021-22
                              • Create sustainable user-friendly package without disrupting existing consumer habits
                                • The facts
                                  • The implications
                                    • Figure 11: Heinz x Notpla ketchup in biodegradable sachets, UK, 2022
                                  • Differentiate compound seasonings with novel flavours, claiming specialisation and authenticity to premiumise
                                    • The facts
                                      • The implications
                                        • Figure 12: Example of compound seasoning pack specially designed for one dish, China and Korea, 2022
                                    • Market Size and Forecast

                                      • Retail value keeps resilient amid resurgences of COVID-19 pandemic
                                        • Figure 13: Retail market value of sauces and seasonings*, China, 2017-27
                                    • Market Segmentation

                                      • Soy Sauce
                                        • Figure 14: Retail market value of soy sauce, China, 2017-27
                                        • Figure 15: Product examples of soy sauce featuring flavour or texture of oyster sauce, China, 2022
                                      • Vinegar
                                        • Figure 16: Retail market value of vinegar, China, 2017-27
                                      • Oyster Sauce
                                        • Figure 17: Retail market value of oyster sauce, China, 2017-27
                                        • Figure 18: Example of oyster sauce product with claim on the amount of oyster juice, China, 2022
                                      • Tomato Sauce
                                        • Figure 19: Examples of recommendations for tomato sauce on social media, China, 2022
                                        • Figure 20: Retail market value of tomato sauce, China, 2017-27
                                      • Salad Dressing
                                        • Figure 21: Retail market value of salad dressing, China, 2017-27
                                    • Market Factors

                                      • Stockpiling of sauces during lockdown exaggerates future demand
                                        • Consumers are encouraged to sustain healthy eating habits
                                          • Figure 22: Recommended intake of salt, oil, sugar and alcohol by age
                                          • Figure 23: Examples of salad dressing in different flavours, China, 2022
                                        • Booming meal kits challenge the sales of sauces and seasonings
                                          • Negative news about additives triggers food safety concerns
                                            • Figure 24: Keyword search index of “Hextech” on Baidu.com, China, 2022
                                        • Market Share

                                          • The price increases impact low-end demand while high-end brands gain share
                                            • Figure 25: Leading companies in sauces and seasonings market, by value share, China, 2019-22
                                          • New players crossed the border to join the competition with healthier solutions
                                            • Figure 26: Examples of sauces of fitness brands, China, 2022
                                        • Marketing Activities

                                          • Enhance relevance with young people via co-branding and cross-over
                                            • Figure 27: The Thai-style curry sauce launched by TasteMatters with FreeNow coconut milk, China, 2022
                                            • Figure 28: Examples of cross-border innovations by sauce brands, China, 2022
                                          • Dial up exposure in outdoor activities such as glamping
                                            • Figure 29: Examples of outdoor marketing campaigns of sauce brands, China, 2022
                                          • Collaboration with popular TV series and replica of ancient Chinese recipes
                                            • Figure 30: Haitian marketing campaign collaborating with A Dream of Splendor, China, 2022
                                        • New Product Trends

                                          • New products continue to communicate “Minus” claim
                                            • Figure 31: Top growing “Minus” claims in new launches in sauces, seasonings and spreads, China, 2017-22
                                            • Figure 32: Average nutritional value of new launches of sauces, seasonings and spreads, China, 2017-22
                                            • Figure 33: Product examples with “Minus” claims, China, 2022
                                          • Fortified nutrition with real food pieces adds value to compound seasonings
                                            • Figure 34: Product examples with claims of real ingredients and nutritional fortification, China, 2022
                                          • Agile brands seize the new flavour trends emerged under climate change
                                            • Figure 35: Product examples of marinades, China, 2022
                                          • Brands uphold better user experience via tottle, squeeze bottle and resealable bag
                                            • Figure 36: Product examples of convenient package, China, 2022
                                        • Product Penetration and Purchase Channel

                                          • Soy sauce and vinegar are nearing full penetration
                                            • Figure 37: Product penetration – Purchased in any channel, 2022
                                            • Figure 38: Cooking and baking frequency
                                            • Figure 39: Product penetration – Purchased in any channel, by in-home cooking frequency, 2022
                                          • Penetrations of oyster sauce, ketchup and hot pot soup sauce increase
                                            • Figure 40: Examples of recipes using hot pot soup sauce on social media, China, 2022
                                          • Young people aged 25-29 are most passionate to try different sauces
                                            • Figure 41: Product penetration – Purchased in any channel, by age, 2022
                                          • Offline channels are still mainstream when purchasing sauces even for Gen Z
                                            • Figure 42: Purchase channel, 2022
                                            • Figure 43: Purchased channel – Gen Z, 2022
                                            • Figure 44: Purchased in comprehensive online shopping websites, by city tier, 2022
                                        • Information Source

                                          • Short video platform is a promising channel to drive consumer awareness
                                            • Figure 45: Information source, 2022
                                            • Figure 46: TURF analysis – Information source, 2022
                                          • Online marketing should focus on females with different platforms targeting different age groups
                                            • Figure 47: Information source – Online vs offline, by gender, 2022
                                            • Figure 48: Online information channel – female, by age, 2022
                                        • Premium Attributes of Soy Sauce

                                          • Consumers value nutrition-fortified benefits in premium soy sauce
                                            • Figure 49: Premium attributes of soy sauce, 2022
                                            • Figure 50: TURF Analysis – Premium attributes of soy sauce, 2022
                                          • Organic and “minus” claims are more appealing to high-income consumers
                                            • Figure 51: Premium attributes of soy sauce – select items, by household income, 2022
                                          • Specially designed for kids is a promising direction for trading up
                                            • Figure 52: Premium attributes of soy sauce – select items, by family structure, 2022
                                        • Consumption Frequency of Compound Seasoning Packs

                                          • Twice-cooked pork slices seasoning pack gains popularity amongst multiple varieties of Sichuan cuisine
                                            • Figure 53: Consumption frequency of compound seasoning packs, 2022
                                            • Figure 54: Penetration of compound seasoning packs, by in-home cooking frequency, 2022
                                          • Parents aged 30-39 are key target to focus
                                            • Figure 55: Comsumption frequency of compound seasoning packs – High frequency*, by age, 2022
                                            • Figure 56: Comsumption frequency of compound seasoning packs – High frequency*, by family structure, 2022
                                          • Differentiate regional distributing strategy to meet local taste preference
                                            • Figure 57: Penetration of compound seasoning packs, by region, 2022
                                        • Interest in Regional Flavours

                                          • Non-spicy Chinese flavour sees potential not only in the south
                                            • Figure 58: Interest in regional flavours, 2022
                                            • Figure 59: Interest in regional flavours, by region, 2022
                                          • High-income and young female consumers are more open to exotic compound seasonings
                                            • Figure 60: Interest in regional flavours – exotic flavours, by household income, 2022
                                            • Figure 61: Interest in regional flavours – total exotic, by gender and age, 2022
                                          • Korean-flavoured compound seasonings are the most promising among exotic cuisines
                                            • Figure 62: Interest in regional flavours –exotic flavours, female aged 18-29, 2022
                                        • Consumer Attitudes towards Sauces and Seasonings

                                          • Packages with convenient design and smaller sizes are preferred by consumers
                                            • Figure 63: Consumer attitudes towards sauces and seasonings – select items, 2022
                                            • Figure 64: Consumer attitudes towards sauces and seasonings – agreement to select items, by in-home cooking frequency, 2022
                                            • Figure 65: Consumer attitudes towards sauces and seasonings – “I would rather buy sauces or seasonings in small packages than in large packages”, by living situation, 2022
                                          • More effort required to bring tangible benefits along with sustainability
                                            • Adaptability to small kitchen appliances could be a selling point
                                                • Figure 66: Consumer attitudes towards sauces and seasonings – select items, 2022
                                                • Figure 67: Consumer attitudes towards sauces and seasonings – “When cooking with small kitchen appliances (eg pressure cooker, air fryer), I would choose sauces or seasonings that are specially designed for small appliance dishes”, by age, 2022
                                                • Figure 68: Consumer attitudes towards sauces and seasonings – “When cooking with small kitchen appliances (eg pressure cooker, air fryer), I would choose sauces or seasonings that are specially designed for small appliance dishes”, by in-home cooking frequency, 2022
                                              • Usage habits of compound seasonings vary with living situation
                                                  • Figure 69: Consumer attitudes towards sauces and seasonings – select items, 2022
                                                  • Figure 70: Consumer attitudes towards sauces and seasonings– agreed to select items, by living situation, 2022
                                                  • Figure 71: Consumer attitudes towards sauces and seasonings – agreed to select items, by household income, 2022
                                              • Food Persona

                                                • Who are they?
                                                    • Figure 72: Food personas, 2022
                                                    • Figure 73: Food personas, by generation, 2022
                                                  • Critical shoppers have a higher standard for premium soy sauce
                                                    • Figure 74: Premium attributes of soy sauce, by food persona, 2022
                                                    • Figure 75: Repertoire analysis of premium attributes of soy sauce, by food persona, 2022
                                                  • Critical shoppers buy in the convenient package design most while new trend explorers seek specialised products
                                                    • Figure 76: Consumer attitudes towards sauces and seasonings, by food persona, 2022
                                                • Appendix – Market Size and Forecast

                                                    • Figure 77: Total retail market value of sauces, seasonings and spreads*, China, 2017-22
                                                • Appendix – Market Segmentation

                                                    • Figure 78: Total retail market value of soy sauce, China, 2017-22
                                                    • Figure 79: Total retail market value of vinegar*, China, 2017-22
                                                    • Figure 80: Total retail market value of oyster sauce*, China, 2017-22
                                                    • Figure 81: Total retail market value of tomato sauce, China, 2017-22
                                                    • Figure 82: Total retail market value of salad dressing, China, 2017-22
                                                • Appendix – Methodology and Abbreviations

                                                  • Methodology
                                                    • Abbreviations

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