市場調査レポート - 295731

中国におけるソースおよび調味料市場

Sauces and Seasonings - China - December 2014

発行 Mintel China
出版日 ページ情報 英文
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中国におけるソースおよび調味料市場 Sauces and Seasonings - China - December 2014
出版日: 2014年12月31日 ページ情報: 英文
概要

中国のソースおよび調味料小売市場は2009年から2014年にわたって二桁の伸びを示しており、食品全体の成長率を上回っています。高級品志向とさらにきめ細かい商品の分化とが市場での二大動向となっており、またイノベーションとして材料に自然食品を使うことや最新の製造プロセスの適用などが行われています。

当レポートでは、中国におけるソースおよび調味料市場を取り上げ、市場動向、課題、イノベーション、また消費者の動向をさまざまな角度から詳細に検証し、現行市場の市場規模の算定ならびに今後の市場予測を行っています。

第1章 序論

  • 定義
  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

  • 市場状況
  • 主要企業とブランド
  • 消費者動向
  • 興味深いことに高額所得者層の方が頻繁にホームクッキングを行う
  • ソースや調味料の消費状況の変化から健康的な食事を摂ろうとする動向が見て取れる
  • 海外のソースを中国に持ち込むビジネス機会
  • 多くの消費者が単に補充のためではなく、特別な食事の準備のためにソースや調味料を購入している
  • 健康に良いという商品の特長や高品質の素材を使用といった点に対しては人々は喜んで金を出す
  • 消費者はソースや調味料を購入する際、さまざまな問題に直面する
  • ソースや調味料に対する消費者の考え方
  • Mintelが見出した消費者の5つのタイプ
  • 重要事項
  • さまざまな材料や料理法にマッチする特製ソース
  • パッケージで健康的な感じをどのように打ち出すか
  • そのまま使えるソースの市場機会
  • Mintel Chinaの考察

第3章 市場の課題と重要点

  • さまざまな材料や料理法にマッチする特製ソース
    • 市場データ
    • 市場への影響
  • パッケージで健康的な感じをどのように打ち出すか
  • そのまま使えるソースにビジネスチャンスあり

第4章 トレンド応用

第5章 市場規模および将来予測

  • ソース
    • 中国におけるソースの小売市場規模
  • 調味料: チキンブイヨン顆粒
    • 中国におけるチキンブイヨン顆粒の小売市場規模
  • ソースと調味料の市場は急速に拡大
  • 市場予測
    • 中国におけるソースの売上高
    • 中国におけるチキンブイヨン顆粒の売上高
  • 主な市場成長促進要因
  • 塩の専売制度の廃止により業界での製品製造コストが削減できる可能性
  • 消費者の購買力増加により、高級品への志向が高まる
  • 家庭での料理づくりの増加
  • 市場成長に立ちはだかる主な課題
  • 健康に悪影響があるという懸念
  • 飽和に達した伝統的中国香辛料市場
  • 中国国民の味に対するさまざまな好み

第6章 市場分類 - ソース

  • 重要事項
    • 中国のソース小売市場の売上高および販売量
  • ソース小売市場では醤油と酢が大半を占める
    • 中国のソース小売市場における売上高および販売量の対前年比成長率
  • 中国の伝統的ソースの中ではオイスターソースがトップの位置を占める
  • 中国の消費者の間で外国製ソースの人気が高まる

第7章 市場シェア

  • 各地で地元企業が支配的地位にある細分化された市場
    • 中国におけるソースおよび調味料小売市場の市場シェア
  • Haitianがトップの地位をさらに強固にする
  • オンライン販売網に乗せることが市場シェア向上に寄与する可能性あり

第8章 誰がイノベーションを進めるのか

  • 新発売商品に多く見られる宣伝文句 - 2011〜2014年
  • 各社ブランドが消費者を高級品に向かわせようとしている
  • ある種の料理に対してそのまま使えるソースが市場に出回る
  • 主要なブランドで子供向けソースを発売
  • 世界市場とのつながり: 東南アジアの製造企業がココナッツビネガーを発売

第9章 主要企業とブランド

  • Foshan Haitian Flavouring Food Co., Ltd.
  • Jiangsu Hengshun Vinegar-Industry Co., Ltd
  • Nestle S.A.
  • Lee Kum Kee International Holdings Ltd.
  • Guangdong Meiweixian Flavoring Foods Co., Ltd.
  • Jiajia Food Group Co., Ltd.
  • H J Heinz Company
  • Yantai Shinho Weidamei Food Co., Ltd.

第10章 消費者動向 - 家での料理の担当者

第11章 消費者動向 - ソースや調味料の消費動向

第12章 消費者動向 - 海外のソースに対する関心

第13章 消費者動向 - 購入するとき

第14章 消費者動向 - 消費者が余計に支払っても良いと考える要素

第15章 消費者動向 - ソースや調味料を購入/使用するときに困ること

第16章 消費者動向 - ソースや調味料に対する考え方

第17章 消費者動向 - 消費者分類

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目次

"The retail market of sauces and seasonings in China enjoyed double-digit growth over 2009-14, which surpassed the growth rate of the total retail food sector (7.4%, according to NBS, exclude drinks and tobacco). This indicates a raising status of sauces and seasonings among the food sector. The increasing disposable income of Chinese consumers fuels the upgrade to higher-end products , while more cooking at home propels the volume consumption of sauces and seasonings in the retail sector.

Premiumisation and more refined segmentation are the two most outstanding trends in this market. In terms of innovation, more companies are using organic ingredients or applying advanced manufacturing process.

Consumers are also showing an interest in both foreign sauces and specialised sauces , such as those made specifically to pair with certain ingredients. Companies that are early movers in these segments have the potential to benefit from stronger growth."

Linda Li , Senior Research Analyst

This report looks at the following issues:

  • Specialised sauces to match different foods and cooking methods
  • How to enhance healthy perception through packaging
  • There are opportunities for brands to launch more ready-to-use sauces

Consumers welcome easy solutions to cooking . There is scope for manufacturers to develop more specialised sauces and ready-to-use sauces, given that consumers would have a clearer concept of which ingredients best pair with the sauces and seasonings under the direction of the specialised sauces and seasonings, and ready-to-use sauces provide a well-blended flavour to consumers.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Retail market size of sauces in China, by value, 2009-19
    • Figure 2: Retail market size of chicken granules in china, by value, 2009-19
  • Companies and brands
    • Figure 3: Share of sauces and seasonings retail market, by value, by company, 2012 and 2013
  • The consumer
  • Interestingly, high earners do more home cooking
    • Figure 4: The responsibility for cooking at home, September 2014
  • The healthy eating trend is seen by changes in sauces and seasonings consumption
    • Figure 5: Trends in sauces and seasonings consumption, September 2014
  • Opportunities in bringing foreign sauces to China
    • Figure 6: Interest in foreign sauces, September 2014
  • Many buy products to prepare a special meal, not just simply to restock
    • Figure 7: Occasions for buying sauces and seasonings, September 2014
  • Healthy product features and high-quality ingredients are what people are most willing to pay more for
    • Figure 8: Factors that consumers are willing to pay more for, September 2014
  • Consumers have a variety of problems when buying and using sauces and seasonings
    • Figure 9: Consumers' problems with sauces and seasonings, September 2014
  • Consumer attitudes towards sauces and seasonings
    • Figure 10: Attitudes towards sauces and seasonings, September 2014
  • Five consumer segments identified by Mintel
  • Key issues
  • Specialised sauces to match different ingredients and cooking methods
  • How to enhance healthy perception through packaging
  • Opportunities for more ready-to-use sauces
  • What we think

3. Issues and Insights

  • Specialised sauces to match different foods and cooking methods
  • The facts
  • The implications
    • Figure 11: Examples of sauces designed for Steaming (Meiweixian, Q2 2014) and Braising (Shinho, Q4 2012)
  • How to enhance healthy perception through packaging
  • The facts
  • The implications
    • Figure 12: Packaging example from American Pasteurized Prepared Cheese product launched by Kraft (US), Q3 2014
    • Figure 13: Packaging example from juice drink by Sainsbury's British Strawberry & Rhubarb (UK), Q3 2014
  • There are opportunities for brands to launch more ready-to-use sauces
  • The facts
  • The implications

4. Trend Application

  • Minimize Me
  • Guiding Choice
    • Figure 14: Examples of building linkage between sauces and the recommended ingredients, China, 2014
  • The Big Issue
    • Figure 15: Examples of marking calories per serve on the package, UK, 2014

5. Market Size and Forecast

  • Key points
  • Sauces
    • Figure 16: Retail market size of sauces in China, 2009-14
  • Seasoning: chicken granule
    • Figure 17: Retail market size of chicken granules in China, 2009-14
  • The sauces and seasonings market enjoys fast growth
  • Forecast
    • Figure 18: Retail value of sauces market in China, 2009-19
    • Figure 19: Retail value of chicken granules market in China, 2009-19
  • Forecast methodology
  • Key market drivers
  • Potential lower cost of production for the industry due to the abolishment of salt supply monopoly
  • Rising spending power supports trading up
  • The increase of cooking at home
  • Key challenges of growth
  • Concerns about the bad effects on health
  • A matured market of traditional Chinese condiments
  • The varied taste preferences of Chinese people

6. Market Segmentation - Sauces

  • Key points
    • Figure 20: Sales of retail sauces market in China, by value and volume, 2009-14
  • The retail sauces market is dominated by soy sauce and vinegar
    • Figure 21: Year-on-year growth of retail sauces market in China, by value and volume, 2009-14
  • Oyster sauce leads the growth in traditional Chinese sauces
  • Foreign sauces are getting popular among Chinese consumers
    • Figure 22: Segment share of sauces - foreign sauces, 2009-14

7. Market Share

  • Key points
  • A fragmented market dominated by local players
    • Figure 23: Retail market share of sauces and seasonings in China, by value, 2012 and 2013
  • Haitian further strengthened its leading position
  • Online presence may contribute to market share increase

8. Who's Innovating?

  • Key points
  • Top claims of new launched products over 2011-14
    • Figure 24: Top claims in new sauces and seasonings products launched in China, 2011-14
  • Brands are upgrading consumers to premium products
    • Figure 25: Examples of premium soy sauce Haitian (Q2, 2014), Shinho (Q4, 2014) and Jiajia (Q3, 2014), China
    • Figure 26: New vinegar products launched in China, by price, 2011-14
    • Figure 27: Examples of premium vinegar, China, 2014
  • The market sees more ready-to-use sauces for certain dishes
    • Figure 28: Examples of ready-to-use sauces, China, 2014
  • Leading brands are launching sauces for children
    • Figure 29: Share of new sauces and seasonings designed for children and babies, selected countries, 2011-Nov 2014
    • Figure 30: Examples of soy sauce for children from Chubang (Q2, 2014), Zhi Mei Zhai (Q3, 2013), Shinho (Q3, 2012), China
  • Global: manufacturers in South East Asia are launching coconut vinegar
    • Figure 31: Examples of coconut vinegar from global, 2014

9. Companies and Brands

  • Foshan Haitian Flavouring Food Co., Ltd.
  • Jiangsu Hengshun Vinegar-Industry Co., Ltd
    • Figure 32: Hengshun's vinegar product portfolio, November 2014
  • Nestlé S.A.
  • Lee Kum Kee International Holdings Ltd.
  • Guangdong Meiweixian Flavoring Foods Co., Ltd.
  • Jiajia Food Group Co., Ltd.
  • H J Heinz Company
    • Figure 33: Main sauces and seasonings products of Heinz China, November 2014
  • Yantai Shinho Weidamei Food Co., Ltd.

10. The Consumer - Responsibility for Cooking at Home

  • Key points
  • Despite busy lifestyles, still majority of consumers cook at home
    • Figure 34: The responsibility for cooking at home, September 2014
    • Figure 35: The responsibility for cooking at home, "I cooked/prepared all meals in my home", by gender and age, September 2014
  • Brands could cultivate the habit of cooking among young consumers
    • Figure 36: The responsibility for cooking at home, "I prepared all meals in my home", by gender and age, September 2014
  • High earners not necessarily cooking less at home
    • Figure 37: Responsibilities to cook at home, by age and personal income, September 2014

11. The Consumer - Trends in Sauces and Seasonings Consumption

  • Key points

Figure 38: Trends in sauces and seasonings consumption, September 2014 Consumers are moving away from MSG Vinegar is gaining popularity among consumers Figure 39: Consumers who have eaten more vinegar in the past six months, by gender and personal income, September 2014 Soy sauce has the least change in usage level People from tier one cities are moving towards a lighter taste Figure 40: The sauces and seasonings that people are eating less, by city tier, September 2014

12. The Consumer - Interest in Foreign Sauces

  • Key points
    • Figure 41: Interest in foreign sauces, September 2014
  • High acceptance of tomato sauce shows good prospect for foreign sauces
  • Consumers call for sauces that can go with vegetables
  • Consumers are very likely to repurchase BBQ sauce and curry paste
    • Figure 42: Interest in BBQ sauces and curry paste: "have eaten and interested in eating again", by gender and age, September 2014
  • Potential for brands to launch more niche sauces and seasonings
    • Figure 43: Drop rate of foreign sauces, September 2014
    • Figure 44: Example of small packaging of sauces from Ass Kickin' (US), Q2 2010
  • Regional influences
    • Figure 45: Interest in foreign sauces, "Have eaten and interested in eating again", by cities, September 2014
    • Figure 46: Map of cities and interested foreign sauces, September 2014

13. The Consumer - Occasions for Purchase

  • Key points
  • Opportunities for companies to launch condiments for popular cuisines
    • Figure 47: Occasions for buying sauces and seasonings, September 2014
  • Families with children are likely to try more new products
    • Figure 48: Occasions for buying sauces and seasonings, by children in household, September 2014
  • Respondents show high loyalty in buying sauces and seasonings

14. The Consumer - Factors that Consumers Would be Willing to Pay More For

  • Key points
  • Health factors come first as something consumers would be willing pay more for
    • Figure 49: Factors that consumers are willing to pay more for, September 2014
    • Figure 50: Selected factors that consumers are willing to pay more for, by city tier, September 2014
  • Ingredient plays a key role in demonstrating high product quality
  • Consumers call for products designed for specific dish/ingredient
  • Convenient packaging also adds value to consumers
    • Figure 51: Examples of convenient packaging from Mizkan in Japan, Q1 2014
  • Good ingredient and brand reputation are more important to entice trial purchase
    • Figure 52: Occasions for buying sauces and seasonings, "to restock on the ones I commonly use" versus "to try a new product launched to the market", by influence factor, September 2014

15. The Consumer - Problems Encountered When Buying/Using Sauces and Seasonings

  • Key points
  • Consumers have more problems in buying sauces and seasonings
    • Figure 53: Consumers' problems with sauces and seasonings, September 2014
  • Give more information about taste to differentiate the products
    • Figure 54: Problems encountered when buying sauces and seasonings, September 2014
    • Figure 55: Examples of taste measurement scale on product package, China, November 2014
  • There is scope for companies to appeal to consumers via taste trials
  • Low earners need even more help deciding which products to buy
    • Figure 56: Problems encountered in buying sauces and seasonings, by personal income, September 2014
    • Figure 57: Examples of taste description on product label. Kewpie (China), 2014
  • Use smaller packages
  • Apply small gadgets to help consumers make measurements
    • Figure 58: Example of measuring gadget in packaging from Nestlé (US), Q4 2012

16. The Consumer - Attitudes towards Sauces and Seasonings

  • Key points
  • Consumers are willing to see specific sauces and seasonings
    • Figure 59: Attitudes towards sauces and seasonings, taste-related statements, September 2014
    • Figure 60: Attitudes towards sauces and seasonings, "Any Agree", by income, September 2014
  • Brands could leverage recipes to promote their products
    • Figure 61: Attitudes towards sauces and seasonings, taste-related statements, September 2014
  • Opportunities for restaurants to launch their own-label sauces
    • Figure 62: Attitudes towards sauces and seasonings, cooking attitude-related statements, September 2014
    • Figure 63: Examples of own-label sauces from Hai Di Lao and Jia You Hao Mian
  • Use the homemade concept to enhance authenticity and emotional appeal
    • Figure 64: Attitudes towards sauces and seasonings, cooking attitude-related statements, September 2014

17. The Consumer - Segmentation

  • Key points
  • Mapping out the different consumer clusters
    • Figure 65: Target groups, September 2014
  • Master Chef (14%)
  • Cooking Apprentice (24%)
  • Variety Lover (20%)
  • Condiment Sceptics (18%)
  • Muddle Along (23%)

18. Appendix - Market Segmentation - Sauces

  • Figure 66: Retail value sales of sauces, 2009-19

19. Appendix - Market Segmentation - Soy Sauce

  • Figure 67: Retail value sales of soy sauce, 2009-19
  • Figure 68: Retail value sales of soy sauce, China, 2009-19

20. Appendix - Market Segmentation - Vinegar

  • Figure 69: Retail value sales of vinegar, 2009-19
  • Figure 70: Retail value sales of vinegar, China, 2009-19

21. Appendix - Market Segmentation - Oyster Sauce

  • Figure 71: Retail value sales of oyster sauce, 2009-19
  • Figure 72: Retail value sales of oyster sauce, China, 2009-19

22. Appendix - Market Segmentation - Chili Sauce

  • Figure 73: Retail value sales of chili sauce, 2009-19
  • Figure 74: Retail value sales of chili sauce, China, 2009-19

23. Appendix - Market Segmentation - Other Traditional Sauces

  • Figure 75: Retail value sales of other traditional sauces, 2009-19
  • Figure 76: Retail value sales of other traditional sauces, China, 2009-19

24. Appendix - Market Segmentation - Foreign Sauces

  • Figure 77: Retail value sales of foreign sauces, 2009-19
  • Figure 78: Retail value sales of foreign sauces, China, 2009-19

25. Appendix - Market Segmentation - Chicken Granules

  • Figure 79: Retail value sales of chicken granules, 2009-19
  • Figure 80: Retail value sales of chicken granules, China, 2009-19

26. Appendix - The Consumer - Responsibility for Cooking at Home

  • Figure 81: Responsibility for cooking at home, September 2014
  • Figure 82: Responsibility for cooking at home, by demographics, September 2014

27. Appendix - The Consumer - Trends in Sauces and Seasonings Consumption

  • Figure 83: Trends in sauces and seasonings consumption, September 2014
  • Figure 84: Trends in sauces and seasonings consumption - Salt, by demographics, September 2014
  • Figure 85: Trends in sauces and seasonings consumption - MSG, by demographics, September 2014
  • Figure 86: Trends in sauces and seasonings consumption - Soy sauce, by demographics, September 2014
  • Figure 87: Trends in sauces and seasonings consumption - Vinegar, by demographics, September 2014
  • Figure 88: Trends in sauces and seasonings consumption - Dry seasoning powder for flavour enhancement, by demographics, September 2014
  • Figure 89: Trends in sauces and seasonings consumption - Spicy/hot condiments, by demographics, September 2014
  • Figure 90: Trends in sauces and seasonings consumption - Sesame oil, by demographics, September 2014
  • Figure 91: Trends in sauces and seasonings consumption - Salty seasoning paste, by demographics, September 2014
  • Figure 92: Trends in sauces and seasonings consumption - Sweet bean paste, by demographics, September 2014
  • Figure 93: Trends in sauces and seasonings consumption - Peanut butter, by demographics, September 2014
  • Figure 94: Trends in sauces and seasonings consumption - Prepared/ready-to-use sauces for dishes, by demographics, September 2014
  • Figure 95: Trends in sauces and seasonings consumption - Prepared soup seasonings, by demographics, September 2014

28. Appendix - The Consumer - Interest in Foreign Sauces

  • Figure 96: Interest in foreign sauces, September 2014
  • Figure 97: Interest in foreign sauces - Tomato sauce*, by demographics, September 2014
  • Figure 98: Interest in foreign sauces - Pasta paste, by demographics, September 2014
  • Figure 99: Interest in foreign sauces - BBQ sauce, by demographics, September 2014
  • Figure 100: Interest in foreign sauces - Mayonnaise, by demographics, September 2014
  • Figure 101: Interest in foreign sauces - Salad dressing, by demographics, September 2014
  • Figure 102: Interest in foreign sauces - Korean chili sauce, by demographics, September 2014
  • Figure 103: Interest in foreign sauces - Wasabi, by demographics, September 2014
  • Figure 104: Interest in foreign sauces - Curry paste, by demographics, September 2014
  • Figure 105: Interest in foreign sauces - Exotic spices/herbs, by demographics, September 2014
  • Figure 106: Interest in foreign sauces - Fish sauce, by demographics, September 2014
  • Figure 107: Interest in foreign sauces - Tom Yum Kung, by demographics, September 2014

29. Appendix - The Consumer - Occasions for Buying Sauces and Seasonings

  • Figure 108: Occasions for buying sauces and seasonings, September 2014
  • Figure 109: Most popular occasions for buying sauces and seasonings, by demographics, September 2014
  • Figure 110: Next most popular occasions for buying sauces and seasonings, by demographics, September 2014

30. Appendix - The Consumer - Factors that Consumers Would be Willing to Pay More For

  • Figure 111: Factors that consumers would be willing to pay more for, September 2014
  • Figure 112: Most popular factors that consumers would be willing to pay more for, by demographics, September 2014
  • Figure 113: Next most popular factors that consumers would be willing to pay more for, by demographics, September 2014
  • Figure 114: Other factors that consumers would be willing to pay more for, by demographics, September 2014
  • Figure 115: Factors that consumers would be willing to pay more for, by most popular occasions for buying sauces and seasonings, September 2014
  • Figure 116: Factors that consumers would be willing to pay more for, by next most popular occasions for buying sauces and seasonings, September 2014

31. Appendix - The Consumer - Problems Encountered When Buying/Using Sauces and Seasonings

  • Figure 117: Problems encountered when buying/using sauces and seasonings, September 2014
  • Figure 118: Most popular problems encountered when buying/using sauces and seasonings, by demographics, September 2014
  • Figure 119: Next most popular problems encountered when buying/using sauces and seasonings, by demographics, September 2014
  • Figure 120: Other problems encountered when buying/using sauces and seasonings, by demographics, September 2014

32. Appendix - The Consumer - Attitudes towards Sauces and Seasonings

  • Figure 121: Attitudes towards sauces and seasonings, September 2014
  • Figure 122: Agreement with the statement 'The fewer sauces/seasonings used during cooking, the healthier the dish', by demographics, September 2014
  • Figure 123: Agreement with the statement 'I am concerned about the safety of ingredients in packaged sauces/seasonings', by demographics, September 2014
  • Figure 124: Agreement with the statement 'I am unsure how much salt/sugar/oil I consume every day', by demographics, September 2014
  • Figure 125: Agreement with the statement 'It is necessary to apply particular sauces/seasonings for particular ingredients', by demographics, September 2014
  • Figure 126: Agreement with the statement 'Even within the same category, sauces/seasonings from different cuisine styles vary a lot in taste', by demographics, September 2014
  • Figure 127: Agreement with the statement 'I would like to see more recipes indicating the detailed product name of sauces/seasonings to use for the dishes', by demographics, September 2014
  • Figure 128: Agreement with the statement 'I am interested in cooking dishes at home which I enjoyed when eating out', by demographics, September 2014
  • Figure 129: Agreement with the statement 'Homemade sauces/seasonings are better than packaged products', by demographics, September 2014
  • Figure 130: Agreement with the statement 'The more types of sauces and seasonings used when cooking, the better the dishes will taste', by demographics, September 2014
  • Figure 131: Agreement with the statement 'It is safe to stick to the brand I am used to when buying sauce/seasonings', by demographics, September 2014
  • Figure 132: Agreement with the statement 'Ingredients used are a bigger factor in taste than sauces/seasonings used', by demographics, September 2014
  • Figure 133: Agreement with the statement 'I prefer using prepared sauces rather than cooking from scratch', by demographics, September 2014

33. Appendix - The Consumer - Segmentation

  • Figure 134: Target groups, September 2014
  • Figure 135: Target groups, by demographics, September 2014
  • Figure 136: Trends in sauces and seasonings consumption, by target groups, September 2014
  • Figure 137: Interest in foreign sauces, by target groups, September 2014
  • Figure 138: Occasions for buying sauces and seasonings, by target groups, September 2014
  • Figure 139: Factors that consumers would be willing to pay more for, by target groups, September 2014
  • Figure 140: Problems encountered when buying/using sauces and seasonings, by target groups, September 2014
  • Figure 141: Attitudes towards sauces and seasonings, by target groups, September 2014
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