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Spreads and Dipping Sauces - China - September 2018

“Ingredients are the most crucial factor in consumers’ decision-making process, with 52% of consumers saying they would like to buy spreads or dipping sauce if the product uses natural ingredients. However, a great number of consumers aren’t willing to compromise on healthiness for better flavours, suggesting opportunities for healthy products that do not sacrifice on taste.”

- Bella Li, Research Analyst

This report will look at the following areas:

  • Creating consumption occasions to motivate consumers to buy more spreads or dipping sauces
  • New recipes can be the key to drive growth
  • Products with health halos can be positioned as premium

 

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Table of contents

  1. Overview

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

          • The market
            • E-commerce provides opportunities for brands
              • Foreign food culture influencing consumers
                • Ongoing premiumisation
                  • Companies and brands
                    • Shinho finds opportunity in organic sub-category
                      • Building brand awareness through sponsorship
                        • Local brands try providing customized products
                          • The consumer
                            • Traditional spreads and dipping sauces still dominate
                              • Figure 1: Usage of spreads and dipping sauces, June 2018
                            • Sweet spreads for breakfast, savoury spreads and dipping sauce for lunch and supper
                              • Figure 2: Consumption occasions of sweet spreads, June 2018
                            • Most consumers purchase from more than one channel
                              • Figure 3: Numbers of channels used for purchase, June 2018
                            • Naturalness and authenticity of most value to consumers
                              • Figure 4: Interest in spreads and dipping sauces attributes, June 2018
                            • Flavour is important but health comes first
                              • Figure 5: Attitudes towards spreads and dipping sauces, June 2018
                            • Consumers are very open to exotic products
                              • Figure 6: Interest in exotic spreads and dipping sauces, June 2018
                            • Mintropolitans care more about brand and origin
                              • Figure 7: Interest in exotic spreads and dipping sauces, selected items, by consumer classification, June 2018
                            • What we think
                            • Issues and Insights

                              • Creating consumption occasions to motivate consumers to buy more spreads or dipping sauces
                                • The facts
                                  • The implications
                                    • Figure 8: low salt smooth peanut butter for babies
                                    • Figure 9: Chobani flip morning targeting for breakfast, Usa 2018
                                    • Figure 10: Chobani flip for daybreak snacking time, Usa 2018
                                  • New recipes can be the key to drive growth
                                    • The facts
                                      • The implications
                                        • Figure 11: Examples of Weishida and Xiachufang’s collaboration
                                        • Figure 12: Product example with QR code providing information about how to eat the product
                                        • Figure 13: Product examples of exotic dipping sauces in other markets
                                      • Products with health halos can be positioned as premium
                                        • The facts
                                          • The implications
                                            • Figure 14: Product examples of minus claims in other markets
                                            • Figure 15: Product examples of plus claims in other markets
                                        • The Market – What You Need to Know

                                          • Changing purchase channels
                                            • Boutique brands diversify the categories with more choices
                                              • Demand for exotic products
                                              • Market Drivers

                                                • E-commerce promotes sales of local products and international brands
                                                  • Spreading of cuisine culture leads consumers to try new products
                                                    • Upgrade in consumption driving premiumisation
                                                    • Market Segmentation

                                                      • Innovation expands sauce and savoury spreads
                                                        • International brands entering dipping sauces sub-categories through e-commerce
                                                          • Health concerns restraining sweet spread usage
                                                          • Key Players – What You Need to Know

                                                            • Diverse brands in sweet spreads market
                                                              • Haitian is still an outstanding player in the market
                                                                • Shinho dominates in organic spreads and dipping sauces sub-category
                                                                • Competitive Strategies

                                                                  • Sponsoring TV programs for wider reach
                                                                    • Figure 16: Haitian sponsored cooking reality shows
                                                                  • Actively building e-commerce channels
                                                                    • Figure 17: Strategic collaboration with JD online supermarket, June 2018
                                                                    • Figure 18: Shinshop by Shinho, June 2018
                                                                  • Crossover challenges from celebrities
                                                                    • Figure 19: Chef Nic by Nicholas Tse on Tmall
                                                                • Who’s Innovating?

                                                                  • Shinho is leading the organic sub-category
                                                                    • Figure 20: Organic spreads by Shinho, China
                                                                  • Happy adjust spice intensity with various options
                                                                    • Figure 21: Happy’s chilli sauce with different spice levels
                                                                    • Figure 22: Brinkers’ chocolate spreads with different percentage of nuts, June 2018
                                                                  • Oversea brands are providing customized products
                                                                    • Figure 23: Steps to make a bottle of customized sauce by MySauceFactory, Japan
                                                                • The Consumer – What You Need to Know

                                                                  • Natural ingredients are key
                                                                    • Post-1980s prefer branded and imported spreads and dipping sauces
                                                                      • Consumers embrace exotic products
                                                                      • Consumption and Interests

                                                                        • Traditional spreads and dipping sauces remain essential
                                                                          • Figure 24: Usage of spreads and dipping sauces, June 2018
                                                                        • Chance for mushroom to spread further
                                                                          • Figure 25: Usage of spreads and dipping sauces, June 2018
                                                                        • Female consumers and big families are attracted to sweet spreads
                                                                          • Consumption power of dipping sauce: Post-1980s and post-1990s
                                                                          • Consumption Occasions

                                                                            • Meals are spreads and dipping sauces’ best friend
                                                                              • Post -1970s favour sweet spreads for breakfast
                                                                                • Figure 26: Consumption occasion of sweet spreads, June 2018
                                                                              • South China region loves to use savoury spread for lunch and supper
                                                                                • Figure 27: Consumption occasion of savoury spreads, June 2018
                                                                                • Figure 28: Consumption occasions for usage of sauces, June 2018
                                                                            • Purchase Channels

                                                                              • Supermarkets still the primary choice for buying spreads and dipping sauces
                                                                                • Online channel becoming mainstream
                                                                                  • 25-39 year-olds prefer premium options
                                                                                    • Figure 29: Purchase channels for spreads and sauces, June 2018
                                                                                    • Figure 30: Purchase channels for spreads and sauces, by age, June 2018
                                                                                  • More channels are used in Tier 1 cities for purchase spreads and dipping sauces
                                                                                    • Figure 31: Number of channels used for purchase, June 2018
                                                                                • Interest in Spreads and Dipping Sauces

                                                                                  • Naturalness and authenticity are valued by consumers
                                                                                    • Figure 32: Interest in spreads and dipping sauces attributes, June 2018
                                                                                  • Imported ingredients are not as important
                                                                                    • Convenient packaging to keep fresh longer
                                                                                      • Females are more cautious about calorie intake
                                                                                        • Figure 33: What attracts consumers when choosing spreads and sauces, by gender, June 2018
                                                                                      • Consumers from South China region are more concerned about health
                                                                                      • Attitudes towards Spreads and Dipping Sauces

                                                                                        • Flavour is the hook but health comes first
                                                                                          • Figure 34: Attitudes towards spreads and dipping sauces
                                                                                        • 20-39 year-olds more curious about foreign cuisines
                                                                                          • Married with kids prefer trusted big brands and imported products
                                                                                            • Attitudes towards branded spreads and dipping sauces
                                                                                              • Figure 35: Attitudes towards spreads and dipping sauces, “I choose spreads or dipping sauces based on brands” – by age, June 2018
                                                                                              • Figure 36: Attitudes towards spreads and dipping sauces, “Imported spreads or dipping sauces have better quality than domestic products”, by age, June 2018
                                                                                            • 40-49 year olds are more preserved in learning new recipes
                                                                                              • Figure 37: Attitudes towards spreads and dipping sauces, “If I know more recipes using spreads or dipping sauces, I would buy more at home” ,by age& gender, June 2018
                                                                                          • Interest in Exotic Spreads and Dipping Sauces

                                                                                            • Potential opportunity for spreads and dipping sauces
                                                                                              • Figure 38: Interest in exotic spreads and dipping sauces, June 2018
                                                                                            • Younger generations are more adventurous
                                                                                              • Figure 39: Interest in exotic spreads and dipping sauces, by age, June 2018
                                                                                            • Cheese fever in the market
                                                                                              • Figure 40: New launches with cheese flavour in yoghurt category, China, August 2015 – July 2018
                                                                                            • Room to grow for steak sauce
                                                                                              • Avocado spread valued by post-1980s
                                                                                                • Exploring the market for nut butter
                                                                                                  • Figure 41: Product examples of pic’s nut spreads
                                                                                                  • Figure 42: Nut spreads with convenient packaging in other markets
                                                                                              • Meet the Mintropolitans

                                                                                                • More Mintropolitans have tried Western styled spreads and dipping sauces
                                                                                                  • Figure 43: Usage of spreads and dipping sauces, by consumer classification, June 2018
                                                                                                • More attention pad to brand and origin
                                                                                                  • Figure 44: Interest in exotic spreads and dipping sauces, selected items, by consumer classification, June 2018
                                                                                                • Mintropolitans craving new flavours
                                                                                                  • Figure 45: Attitudes towards spreads and dipping sauces, “I am interested in trying spreads or dipping sauces from different cuisines/cultures” – by consumer classification, June 2018
                                                                                                  • Figure 46: Interest in exotic spreads and dipping sauces, by consumer classification, June 2018
                                                                                              • Appendix – Methodology and Abbreviations

                                                                                                • Methodology

                                                                                                Spreads and Dipping Sauces - China - September 2018

                                                                                                US $4,460.00 (Excl.Tax)