2020
0
Sauces, Seasonings and Spreads – China – December 2020
2021-01-21T03:03:19+00:00
OX990872
3695
132868
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Report
en_GB
“Sauces, seasonings, and spreads is expected to enjoy a steady growth after COVID-19 due to growing frequency of in-home cooking. Retail value sales are expected to grow in all segments,…

Sauces, Seasonings and Spreads – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“Sauces, seasonings, and spreads is expected to enjoy a steady growth after COVID-19 due to growing frequency of in-home cooking. Retail value sales are expected to grow in all segments, with more concentrated market share to leading players. Consumers’ changing dining habits and growing healthy consciousness is driving the channel diversity and product format innovations.”
– Ruyi Xu, Head of Reports, North Asia

Key issues covered in this Report

The Report covers the most commonly seen sauces, seasonings and spreads in the Chinese market, including Chinese traditional sauces and seasonings and foreign sauces and seasonings.

Table of Contents

  1. Overview

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

            • Impact of COVID-19 on retail sales of sauces, seasonings and spreads
              • Figure 1: Short, medium and long term impact of COVID-19 on the sauces, seasonings and spreads product market, November 2020
            • The market
              • Retail market value keeps its upward trend
                • Figure 2: Total China retail sales and forecast of sauces, seasonings and spreads, 2015-25
              • Easy cooking solution and community-based commerce are worth noticing
                • A steady growth across all segments
                  • Companies and brands
                    • Leading companies continuously grab share from other players
                      • Soy sauce has seen newcomers from other categories
                        • Innovative formats and recipes to target diversified dining needs
                          • Figure 3: Market share of main companies in sauces, seasonings and spreads, China, 2018-20 (est)
                        • The consumer
                          • Lighter palate towards umami, savoury and even sweetness
                            • Figure 4: Dieting habits, by family structure, China, September 2020
                          • Strong taste is still dominant, yet western sauces are catching up
                            • Figure 5: Sauce product usage, September 2020
                          • Rich flavours from food services are popular, especially among younger consumers
                            • Figure 6: Usage of compound seasonings packs, China, September 2020
                          • Safety prior to health when choosing sauces and seasonings
                            • Figure 7: Health and safety attributes of sauces and seasonings products, China, September 2020
                          • Western-style sauces and spreads target different occasions
                            • Figure 8: Consumption occasions of western-style sauces and spreads, China, September 2020
                          • Special processing method is the new label of premiumness
                            • Figure 9: Premium attributes of sauces and seasonings, China, September 2020
                          • What we think
                          • Issues and Insights

                            • The next-level convenience for the young
                              • The facts
                                • The implications
                                  • Figure 10: Haitian Kuaijiefangshi compound seasonings pouches, China, 2020
                                  • Figure 11: Dandan Laochengdu small hotpot base, China, 2020
                                • Strong taste preference vs conscious sugar/salt intake
                                  • The facts
                                    • The implications
                                      • Figure 12: Shinho Qing Light Salt Soy Sauce (collaborated with dxy.com), China, 2020
                                  • The Market – What you need to know

                                    • Retail market value increased with a CAGR of 9.1%
                                      • Foodservice restructure and community-based commerce boom
                                        • All segments will experience steady growth
                                        • Market Size and Forecast

                                          • Retail sales value continue to grow
                                            • Figure 13: Total China retail sales and forecast of sauces, seasonings and spreads, 2015-25
                                        • Market Factors

                                          • Foodservice structural change impose impact on condiment category
                                            • Community-based commerce boom is noteworthy
                                              • Habitual in-home cooking after COVID-19
                                                • Change of cooking method suggests healthier diet
                                                • Market Segmentation

                                                  • Soy Sauce – Keeps its first place in share of the market
                                                    • Figure 14: Forecast for sale value of soy sauce, 2015-25
                                                  • Vinegar – A steady growth is expected
                                                    • Figure 15: Forecast for sale value of vinegar, 2015-25
                                                  • Oyster Sauce – Maintains double-digit growth
                                                    • Figure 16: Forecast for sale value of oyster sauce, 2015-25
                                                  • Tomato Sauce – Continues its growing status
                                                    • Figure 17: Forecast for sale value of tomato sauce, 2015-25
                                                  • Salad Dressing – Keeps the upward growing status
                                                    • Figure 18: Forecast for sale value of salad dressing, 2015-25
                                                • Key Players – What you need to know

                                                  • More concentrated market share of leading companies
                                                    • Fierce competition in soy sauce
                                                      • New occasions incubate innovative concepts and formats
                                                      • Market Share

                                                        • Leading players keep their dominant positions and industry concentrates further
                                                          • Figure 19: Market share of main companies in sauces, seasonings and spreads, China, 2018-20 (est)
                                                      • Competitive Strategy

                                                        • Haitian deepen premium soy sauce innovation
                                                          • Figure 20: Haitian Simplified Brewed Soy Sauce, China, 2020
                                                          • Figure 21: Haitian Naked Soy Sauce, China, 2020
                                                        • Heinz’ Master (味事达) aims to be the second-largest Chinese sauce brand
                                                          • Figure 22: Kraft Heinz investor Day 2020, China market
                                                        • Totole launched ‘recipe-style’ seasoning pouches
                                                          • Figure 23: Totole recipe-style seasoning pouches, China, 2020
                                                        • Brands keep refining their hero Chinese-style compound seasonings with a clear cuisine type focus
                                                          • Figure 24: Haidilao crayfish compound sauces products, China, 2020
                                                          • Figure 25: Tewey fish cuisine compound sauces products, China, 2020
                                                        • Leading players in adjacent categories tapping into sauces and seasonings
                                                          • Figure 26: Sauces and seasonings launched by oil brands, China, 2020
                                                          • Figure 27: Shuanghui Jiangziya, China, 2020
                                                      • Who’s Innovating?

                                                        • New product innovation trends
                                                          • Figure 28: New sauces, seasonings and spreads product launches, by sub-category, China 2017-20 (moving annual)
                                                          • Figure 29: New sauces, seasonings and spreads product launches, by sub-category, China 2017-20 (moving annual)
                                                        • Innovation spotlights
                                                          • Small sauce sachet become a popular round-up item on food delivery channel
                                                            • Figure 30: Zuodashi search results on eleme.com, China, 2020
                                                            • Figure 31: Zuodashi portfolio, China, 2020
                                                          • Seasonings for fitness enthusiasts proactively claim sugar reduction
                                                            • Figure 32: Jianshenxiaochu stevia hotpot paste, China, 2020
                                                            • Figure 33: Changing zero fat apple chilli sauce, China, 2020
                                                        • The Consumer – What You Need to Know

                                                          • Increasingly conscious about sugar/salt intake
                                                            • Strong taste still dominant Chinese consumer’s table
                                                              • Safety prior to health as a key purchase consideration
                                                              • Dieting Habits

                                                                • Nutritious menu with lighter palate
                                                                  • Figure 34: Dieting habits, China, September 2020
                                                                  • Figure 35: Ranking of select food/seasonings intake reduction, China, 2016-20
                                                                • Salt intake concern growing in lower tier cities
                                                                  • Figure 36: Daily salt intake recommended by Guidelines for Chinese Residents, China, 2007-16
                                                                • MSG and salt are parents’ major concerns
                                                                  • Figure 37: Dieting habits, by family structure, China, September 2020
                                                              • Product Usage

                                                                • Strong tastes that go with Chinese dishes are still the leading trend
                                                                  • Figure 38: Sauce product usage, September 2020
                                                                • Western sauces having a place in daily cooking repertoire
                                                                  • Figure 39: Western sauce product usage, 2016-20
                                                                  • Figure 40: Pasta sauce as hotpot base, China, 2020
                                                                • Young men open to western sauces but only tied to specific dishes
                                                                  • Figure 41: Sauce product usage, by gender and age, September 2020
                                                                • Regional taste reflected in sauce choice
                                                                  • Figure 42: Select sauce product usage, by city, September 2020
                                                              • Usage of Compound Seasonings Packs

                                                                • ‘Dine-out’ flavours available at home
                                                                  • Figure 43: Usage of compound seasonings packs, China, September 2020
                                                                • Youngers go for strong taste; older consumers go for traditional dish flavours
                                                                  • Figure 44: Flavours of compound seasonings packs, by age, China, September 2020
                                                              • Health and Safety Factors

                                                                • Safety is still the top priority
                                                                  • Figure 45: Health and safety attributes of sauces and seasonings products, China, September 2020
                                                                  • Figure 46: Food reduced in the last six months, by top health and safety attributes, China, September 2020
                                                                • Beijing is serious about low/no fat
                                                                  • Figure 47: Ranking of health claims recognized as the first priority of sauces and seasonings, by city, China, September 2020
                                                              • Consumption Occasions of Western-style Sauces and Spreads

                                                                • Rich flavours catching up
                                                                  • Figure 48: Consumption occasions of western-style sauces and spreads, China, September 2020
                                                                • Females – more encouraged to use western spreads for breakfast
                                                                  • Figure 49: Select western-style sauces and spreads for breakfast, by gender and age, China, September 2020
                                                              • Premium Product Features

                                                                • Special processing method worth it
                                                                  • Figure 50: Premium attributes of sauces and seasonings, China, September 2020
                                                                  • Figure 51: Premium attributes of sauces and seasonings, China, 2016-20
                                                                  • Figure 52: Sauce with local craftsmanship claim, 2020
                                                                • GMO and organics are concerns for older consumers while pairing ideas appeal to younger people
                                                                  • Figure 53: Select premium attributes of sauces and seasonings, by gender and age, China, September 2020
                                                              • Meet the Mintropolitans

                                                                • Mintropolitans value organic ingredients
                                                                  • Figure 54: Ranking of health and safety factors on sauces and seasonings, by consumer classification, China, September 2020
                                                                • MinTs are more creative when consuming western spreads
                                                                  • Figure 55: Consumption occasions of western spreads, by consumer classification, China, September 2020
                                                              • Appendix – Methodology, Definition, and Abbreviations

                                                                • Methodology
                                                                  • Abbreviations

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