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Western Style Cooking and Baking Habits - China - December 2018

“With more exposure to foreign culinary cultures through outbound travel and social exchanges online, more and more Chinese consumers adopt Western style cooking and baking as a lifestyle choice. While at the same time, presupposition that it is complicated and requires additional appliances prevents many from putting their hands to it. Brands may offer support from a technical perspective such as providing more fusion options and recipes for novices. Moreover, fuelling their enthusiasm by offering more opportunities to communicate with likeminded consumers and celebrate their achievements is equally important, especially for those who have clear purposes of promoting interactions with kids or maintaining health.”

- Cici Wu, Research Analyst

This report will look at the following areas:

  • Become part of this lifestyle driven experimentation
  • Extend taste acceptance with fusion style
  • Seize marketing opportunity of Western festivals

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Table of contents

  1. Overview

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

          • The market
            • Dairy companies’ effort to introduce new flavour
              • Kitchen novices welcome smart kitchen solutions
                • More exposure to Western culinary culture
                  • The consumer
                    • Potential to further grow penetration
                      • Figure 1: Ownership of kitchen appliances, China, August 2018
                    • Baking is practised more frequently
                      • Figure 2: Western style cooking and baking frequency, China, August 2018
                    • Lack of knowledge and appliance are top barriers
                      • Figure 3: Reasons for not doing Western style cooking or baking, China, August 2018
                    • Driven by aspirational lifestyle
                      • Figure 4: Reasons to do Western style cooking or baking, China, August 2018
                    • Preference for recipes that allows interactions
                      • Figure 5: Source of recipe, China, August 2018
                    • Offline channels preferred
                      • Figure 6: Purchase channel of raw materials, China, August 2018
                    • What we think
                    • Issues and Insights

                      • Become part of this lifestyle driven experimentation
                        • The facts
                          • The implications
                            • Figure 7: Example of lifestyle driven cooking apps
                            • Figure 8: Online cooking content provider moves offline
                            • Figure 9: Chick-fil-A’s meal-kit
                          • Extend taste acceptance with fusion style
                            • The facts
                              • The implications
                                • Seize marketing opportunity of Western festivals
                                  • The facts
                                    • The implications
                                      • Figure 10: Foodstirs delivery schedule
                                      • Figure 11: Halloween recipes on Xiachufang
                                  • The Market – What you need to know

                                    • Dairy companies aim to cultivate market through chefs
                                      • Kitchen novices are armed with smart appliances
                                        • Attracted to Western dietary notions
                                        • Market Challenges and Opportunities

                                          • Western dairy groups help local foodservice embrace Western baking
                                            • Robust culture exchange fosters interest in ethnic culinary
                                              • Figure 12: Shanghai Wine & Dine Festival
                                            • Time pressure opens up opportunities for short cuts
                                              • Figure 13: Xia Chu Fang’s buy all with one click function
                                            • Smart appliances empower kitchen novices
                                              • Figure 14: Fotile electric oven “one-click menu”
                                            • Western dietary notion accepted by urban trendsetters
                                            • The Consumer – What You Need to Know

                                              • Kitchen appliances as a catalyst of cooking zeal
                                                • Western style cooking and baking is taken as a trendy lifestyle
                                                  • Kid-friendly features highly valued
                                                    • Cooking apps are their bible
                                                    • Ownership of Kitchen Appliances

                                                      • Potential to further grow penetration
                                                        • Figure 15: Ownership of kitchen appliances, China, August 2018
                                                      • Electric oven - a stepping stone towards Western style cooking
                                                        • Figure 16: Cross ownership of kitchen appliances, China, August 2018
                                                        • Figure 17: Percentage of roasting the following foods with oven, China, August 2018
                                                      • Post 90s’ well equipped kitchen
                                                        • Figure 18: Ownership of kitchen appliances, by generations, China, August 2018
                                                        • Figure 19: Smart kitchen solutions
                                                    • Western Style Cooking and Baking Frequency

                                                      • Baking is more frequently practised
                                                        • Figure 20: Western style cooking and baking frequency, China, August 2018
                                                        • Figure 21: Examples of children baking workshop
                                                      • Automatic tools drive baking frequency
                                                        • Figure 22: Western style baking frequency, by ownership of kitchen appliance, China, August 2018
                                                      • Not a big deal in Chengdu
                                                      • Reasons for no Western Style Cooking or Baking

                                                        • Lack of knowledge is the biggest obstacle
                                                          • Figure 23: Reasons for not doing Western style cooking or baking, China, August 2018
                                                          • Figure 24: SideChef and Kitchen stories app screenshots
                                                        • Time-consuming or time-saving?
                                                        • Reasons for Western Style Cooking or Baking

                                                          • Attracted to this trendy lifestyle
                                                            • Figure 25: Reasons to do Western style cooking or baking, China, August 2018
                                                            • Figure 26: Reasons to do Western style cooking, by gender, China, August 2018
                                                            • Figure 27: Variety shows featuring male celebrities cooking
                                                          • Kids friendly feature favoured by high income families
                                                            • Figure 28: Percentage of cooking or baking Western style food to interact with child(ren), by monthly household income, China, August 2018
                                                            • Figure 29: Baking sets for kids
                                                          • Consumers in Shanghai triggered by health
                                                            • Figure 30: Selected reasons for doing Western style cooking, by city, China, August 2018
                                                            • Figure 31: Share of better-for-you claims in launches of sauce, seasoning and spreads, Global 2013-18 Nov
                                                            • Figure 32: Better-for-you Western style sauce and seasonings
                                                        • Recipe Source

                                                          • Digital recipes preferred
                                                            • Figure 33: Source of recipe, China, August 2018
                                                            • Figure 34: Ingredient box with printed recipes
                                                            • Figure 35: Xiachufang app’s screenshots
                                                          • Preference for interactions
                                                            • Figure 36: Selective source of recipe, by those who conduct Western style cooking/baking and Chinese style cooking, China, August 2018
                                                          • Inspiration from entertainment
                                                            • Figure 37: TV shows as source of recipe, by those who conduct Western style cooking/baking and Chinese style cooking, China, August 2018
                                                        • Purchase Channel

                                                          • Supermarkets remain the first stop
                                                            • Figure 38: Purchase channel of raw materials, China, August 2018
                                                          • Can meal-kit service shake the dynamics?
                                                            • Figure 39: 321cooking’s meal-kits
                                                            • Figure 40: Douyanjia’s App screen shot and its meal-kit
                                                          • More selective retailers for baking
                                                            • Figure 41: Purchase channel of raw materials, by Western style cooking and baking, China, August 2018
                                                        • Meet the Mintropolitans

                                                          • Kitchen outsiders among Mintropolitans
                                                            • Figure 42: Reasons for no Western style cooking, by consumer classification, August 2018
                                                          • Leisure time for me & family
                                                            • Figure 43: Reasons to practise Western style cooking, by consumer classification, China, August 2018
                                                            • Figure 44: DayDayCook Life experiential store
                                                          • Heavy user of cooking APPs
                                                            • Figure 45: Source of recipe, by consumer classification, China, August 2018
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Abbreviations

                                                            Western Style Cooking and Baking Habits - China - December 2018

                                                            US $4,460.00 (Excl.Tax)