中國(guó)醬油市場(chǎng)分析PPT課件

1、中國(guó)醬油市場(chǎng)分析Content 內(nèi)容 Market Size and Segment 市場(chǎng)規(guī)模和細(xì)分 Soy Sauce Market Size 醬油市場(chǎng)規(guī)模 Soy Sauce Segment and Trend 醬油品類細(xì)分和趨勢(shì) Consumer Consumption and Habit 消費(fèi)者消費(fèi)習(xí)慣 Purchase behavior 購(gòu)買行為 Cooking Habit and Attitude 烹調(diào)習(xí)慣和態(tài)度 Brand Competition and Image 品牌籠統(tǒng)和競(jìng)爭(zhēng) Market Share of Brands 品牌市場(chǎng)份額 Brand awareness and

2、 Image 品牌知名度和佳譽(yù)度 Key driver for overall liking ( sensory) 驅(qū)動(dòng)喜好的主要要素(感官的)Market Size and Segment市場(chǎng)規(guī)模和細(xì)分MKT Size & Consumption市場(chǎng)規(guī)模和消費(fèi)050001000015000200002500030000GZSHBJ020406080100120140Vol ( Ton)Val ( M RMB)年市場(chǎng)份額024681012GZSHBJ01020304050Vol ( L)Val ( RMB)Source: ACNielsen RASource: TNSofres CP年

3、人均消費(fèi) 調(diào)味品中最大的品類，浸透率達(dá)97% 上海以其眾多的人口和成熟的餐飲業(yè)而成為最大的市場(chǎng) 北京每年消費(fèi)醬油量最多，而廣州的人均破費(fèi)最高。Soy Sauce MKT Structure 醬油市場(chǎng)構(gòu)造76.35.312.82.621.689.070.518.882.255.027.70.711.22.31.214.75.55.165.98.78.02.48.7BJSHGZBJSHGZ生抽生抽老抽老抽醬油醬油風(fēng)味醬油風(fēng)味醬油消費(fèi)量消費(fèi)量消費(fèi)金額消費(fèi)金額平均價(jià)錢(元/升) 廣州 北京 上海生抽 5.9 7.4 5.9老抽 6.3 7.9 6.1醬油 10.0 3.6 3.4風(fēng)味 11.8 6.1

4、 6.6 廣州以生抽為主 上海仍以普通醬油為主，但逐漸轉(zhuǎn)向生抽和老抽市場(chǎng) 北京也以普通醬油為主，估計(jì)也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)Source: TNSofres CPSegmentation of Soy Sauce 醬油市場(chǎng)細(xì)分 消費(fèi)者給出的快速細(xì)分:Guangzhou 廣州廣州生抽生抽, 老抽老抽 & “蘸蘸的的(Sheng chou, lao chou & dipping) 北京北京Sheng chou, lao chou & ordinary jiang you 生抽，老抽，醬油生抽，老抽，醬油 Cooking & dipping/ mixin

5、g 燒菜燒菜的，蘸的的，蘸的/涼拌的涼拌的Shanghai 上海上海Sheng chou, lao chou & ordinary jiang you 生抽，生抽，老抽，醬油老抽，醬油By class 按等級(jí)按等級(jí)Guangzhou 廣州廣州By class 按等級(jí)按等級(jí)By taste 按口味按口味Shanghai 上海上海炒菜的炒菜的 & 沾的沾的/ 涼拌涼拌(Cooking & dipping/ mixing)紅燒的紅燒的 & 沾的沾的(Stewing & dipping) 北京北京By class 檔次檔次(Premium users高檔運(yùn)用者高

6、檔運(yùn)用者)By acceptance level 可接受可接受的程度的程度 (群眾消費(fèi)者群眾消費(fèi)者)其他細(xì)分準(zhǔn)那么:Segmentation of Soy Sauce 醬油細(xì)分 醬油產(chǎn)品都以運(yùn)用來細(xì)分 運(yùn)用主要是指將醬油用作: 蘸/拌 炒菜(用法基于不同的烹調(diào)方法) 蒸 (GZ) 燉 (GZ, BJ) 紅燒 (SH) 腌(一切城市，主要在北京) 普通炒菜(一切城市)Segmentation of Soy Sauce 醬油細(xì)分Dipping 沾沾用于蘸魚，肉，海鮮，用于蘸魚，肉，海鮮，蔬菜，餛飩等蔬菜，餛飩等.食品可以是蒸過的或是食品可以是蒸過的或是煮過的，口味較淡煮過的，口味較淡火鍋火鍋廣州廣

7、州: 白灼白灼, Steaming 蒸蒸在廣州最普遍在廣州最普遍在廣州在廣州, 用最少的其他調(diào)味用最少的其他調(diào)味品，稱為清蒸品，稱為清蒸如如. 蒸魚蒸魚 ( 醬油通常在燒完醬油通常在燒完后灑在外表后灑在外表), 蒸雞蒸雞, 蒸肉蒸肉Mixing 拌拌 (SH, BJ), 撈撈 (GZ)BJ, SH: 冷菜冷菜 (中式色拉中式色拉) 如如黃瓜黃瓜, 海蜇海蜇, 豬肉豬肉, 雞肉等雞肉等.夏天非常普遍夏天非常普遍GZ: 炒面，并與醬油和油相炒面，并與醬油和油相拌拌Segmentation of Soy Sauce 醬油細(xì)分Stir frying 炒炒通常是蔬菜炒肉通常是蔬菜炒肉肉可以是事先腌過的肉

8、可以是事先腌過的很多家庭主婦在炒蔬菜時(shí)很多家庭主婦在炒蔬菜時(shí)根本上不加任何醬油根本上不加任何醬油Braising (red stew, hong shao) 紅燒紅燒在上海非常大在上海非常大食物食物 (代表性的是魚和肉代表性的是魚和肉)將燒成半熟，然后加老將燒成半熟，然后加老抽，糖，等煮抽，糖，等煮15-30分鐘分鐘 (因此叫紅燒因此叫紅燒).Deep marinating 腌肉腌肉, 鹵鹵中式風(fēng)味的腌肉中式風(fēng)味的腌肉, 在北京很在北京很普遍普遍廣州廣州 鹵水肉，鹵水鴨等鹵水肉，鹵水鴨等 (但如今有專門的鹵水汁但如今有專門的鹵水汁可替代醬油可替代醬油 )通常需求較深的顏色通常需求較深的顏色St

9、ewing 燉燉, 燜燜和紅燒類似，但須更常的和紅燒類似，但須更常的時(shí)間時(shí)間GZ: 燜燜 BJ: 燉燉 希望有較深的顏色希望有較深的顏色紅燒/ 燉,燜 炒 冷菜/ 蘸/蒸 烹調(diào)方式烹調(diào)方式顏色顏色 口味口味 顏色顏色 口味口味 口味口味 顏色顏色包裝包裝玻璃瓶塑料瓶桶裝袋裝- 老抽 (SH/GZ)- 醬油 ( BJ)- 醬油 (SH/BJ)( 包括紅燒/黃豆)- 醬油 (SH/BJ)- 老抽(SH/BJ)- 醬油 (SH/BJ)(包括黃豆和紅燒)- 生抽 (GZ)- 醬油 ( BJ)- 醬油 (BJ)- 醬油 (BJ)- 生抽(GZ)- 生抽 (GZ/SH)- 醬油 ( BJ)- 風(fēng)味醬油(S

10、H) (- 包括宴會(huì)/辣味/蒸魚豉油)-海天/ 淘大-金獅- 淘大- 家樂- 淘大/寬- 海天- 家樂/老蔡- 老蔡/海鷗- 金獅-海天/之美齋 -Master/金獅-海天/ 李錦記-太太樂- 淘大家樂-海天/ 淘大-寬更高檔醬油細(xì)分市場(chǎng)與品牌的聯(lián)絡(luò)經(jīng)濟(jì)實(shí)惠開展趨勢(shì)-上海:- 普通醬油仍處主導(dǎo)位置- 逐漸向老抽和風(fēng)味醬油過度9.312.875.070.561.255.010.211.213.914.75.55.58.78.716.221.6SH01SH02SH01SH02生抽生抽老抽老抽醬油醬油風(fēng)味醬油風(fēng)味醬油量量金額金額Source :Consumer Panel結(jié)論和暗示結(jié)論:市場(chǎng)宏大，每

11、個(gè)地域由于烹調(diào)方式不同而具有不同的是市場(chǎng)細(xì)分整個(gè)品類向高檔產(chǎn)品開展，特別是上海，北京隨之暗示:必需注重的具有吸引力的市場(chǎng)每個(gè)地域的每個(gè)細(xì)分市場(chǎng)需求不同的戰(zhàn)略GZ:開發(fā)高檔產(chǎn)品SH: 開發(fā)老抽生抽以提高籠統(tǒng)和毛利BJ: 為了品牌籠統(tǒng)需求老抽生抽，但也得注重普通醬油市場(chǎng)以獲得市場(chǎng)份額消費(fèi)者行為浸透率:- 根本上每個(gè)人都運(yùn)用醬油，但因城市和細(xì)分市場(chǎng)而不同- 仍有空間提高生抽和老抽在東區(qū)和北區(qū)以及風(fēng)味醬油在各區(qū)的浸透率96.697.497.380100Soy SauceBJSHGZ93234913525484616911421020406080100Regular SSDark SSLight SSF

12、lavor SS66432251583171832061546020406080100Glass BottlePlastic BottleBarrelPouchSource: Consumer Panel -Y2019By Type of S. SauceBy Package of S. Sauce消費(fèi)者的購(gòu)買行為上海 每個(gè)家庭平均每年消費(fèi)7.3L,34RMB的醬油, 用量較多的消費(fèi)者為每年14.7L 購(gòu)買頻率: 醬油每?jī)稍乱淮? 老抽/風(fēng)味醬油每四月一次 普通醬油運(yùn)用者也購(gòu)買其他醬油 , 平衡高檔醬油和群眾化醬油,不同的烹飪方法是用不同的醬油每次購(gòu)買,她們情愿花3元買普通醬油或者是風(fēng)味醬油,

13、 但情愿花8元買老抽老抽經(jīng)過提高浸透率獲得市場(chǎng)份額, 但還有很大的空間繼續(xù)開展.同時(shí), 醬油有著很高的浸透率, 但比去年有所減弱.Y01Y02%Y01Y02%Y01Y02%Y01Y02%Y01Y02%Penetration99.697.4-2.225.425.40.025.53537.393.190.9-2.445.247.85.8Loyalty19.719.70.036.534.1-6.678.173.4-6.019.520.23.6Annual consumption(Vol)7.67.3-3.91.61.60.02.92.6-10.36.15.5-9.81.61.60.0Annual c

14、onsumption(RMB)33.633.90.911.212.39.822.420.4-8.922.119.9-10.09.59.72.1# of purchase8.88.5-3.41.81.95.62.82.5-10.77.16.4-9.92.52.78.0Vol per purchase0.860.86-0.10.90.8-5.31.01.00.40.90.90.00.60.6-7.4Spending per purchase(RMB)3.813.994.76.26.54.08.08.22.03.13.1-0.13.83.6-5.5Dark S. SauceJiangyouFlavo

15、r S. SauceSS TypeSoy sauce Light S. Sauce17.458.124.5生抽老抽風(fēng)味醬油時(shí)機(jī)時(shí)機(jī):生抽和風(fēng)味醬油生抽和風(fēng)味醬油用于冷菜用于冷菜, 涼拌涼拌和蒸菜和蒸菜Source :Consumer Panel 購(gòu)買頻率: 每?jī)稍沦?gòu)買一次袋裝醬油, 瓶裝每四月一次, 桶裝半年一次. 先買瓶裝, 然后將袋裝醬油罐入瓶裝內(nèi), 然后買新瓶,在罐入 平衡方便和經(jīng)濟(jì)實(shí)惠 消費(fèi)者情愿為買瓶裝而多付出 - 塑料瓶: 輕, 容易攜帶, 并比玻璃瓶廉價(jià) - 玻璃瓶: 跟高檔/衛(wèi)生/平安 桶裝因方便, 經(jīng)濟(jì)實(shí)惠以及消費(fèi)者忠實(shí)度的提高而開展( 大包裝, 價(jià)錢廉價(jià)) 但也有人擔(dān)憂新穎

16、度的問題, 由于在家里會(huì)保管較長(zhǎng)時(shí)間 Y01Y02%Y01Y02%Y01Y02%Y01Y02%Y01Y02%Penetration99.697.4-2.275.171.2-5.231.130.7-1.359.158.3-1.449.551.23.4Loyalty66.163.6-3.847.950.14.631.831-2.520.822.37.2Annual consumption(Vol)7.67.3-3.95.35-5.74.14.34.92.52.4-4.01.51.713.3Annual consumption(RMB)33.633.90.916.615-9.623.726.612.

17、211.211-1.814157.1# of purchase8.88.5-3.46.56.2-4.62.12.10.03.43.2-5.92.82.93.6Vol per purchase0.860.86-0.10.80.8-1.12.02.04.90.70.82.00.50.69.4Spending per purchase(RMB)3.813.994.72.62.4-5.311.312.712.23.33.44.45.05.23.4PackageSoy sauce PouchBarrelPlastic BottleGlass Bottle時(shí)機(jī)時(shí)機(jī) 1. 1 L 桶裝桶裝2. 玻璃瓶玻璃瓶

18、, 高檔醬高檔醬油油40.715.144.2GlassBottlePlasticBottleBarrel消費(fèi)者購(gòu)買行為 上海Source :Consumer Panel4.99.5108.116.377.374.576.370.470.864.78.49.710.711.19.912.35.84.86.85.17.113.412.2Heavy01Heavy02Medium01Medium02Light 01Light 02LIGHTDARK REGULARFLAVORED 53.66.88.61118.218.318.621.32120.719.618.31814.121.318.515.45

19、4.856.346.846.14611.614.8Heavy01Heavy02Medium01Medium02Light 01Light02POUCHGLASS BOTTLEPLASTIC BOTTLEBARREL200120022001200220012002by Income 3000 RMB 13414079839694by Family Size 1 + 2 6264778413112239490107109989941621601121166666 5 & + 179197120845373Heavy BuyersMedium BuyersLight Buyers 消費(fèi)者的情

20、況-上海 重度消費(fèi)者, 占人口的20%, 但消費(fèi)了總量的40%, 占金額的37% 那些收入中等和較低的重度消費(fèi)者依然傾向于買袋裝醬油, 但與去年相比, 運(yùn)用老抽和玻璃瓶裝醬油 中等和較低收入的中度消費(fèi)者正向老抽和風(fēng)味醬油轉(zhuǎn)入, 從袋裝向桶裝轉(zhuǎn)換收入很低的 輕度消費(fèi)者( 占人口的50%), 向玻璃瓶老抽/風(fēng)味醬油轉(zhuǎn)換Source :Consumer Panel重度消費(fèi)者的消費(fèi)行為上海 消費(fèi)者比率消費(fèi)者比率- 醬油種類醬油種類消費(fèi)者比率消費(fèi)者比率 包裝包裝15.80.53.40.60.42.56.79.314.71214.91343.77.24.57.22.21816.5135.69.92.715

21、.79.1213.310.910.410.215.55.18.9HeavyMediumLightOTHERSALL 4 TYPESPOUCH + P.B. + BARRELPOUCH + G.B. + P.B.P.B. + BARRELG.B.+ P.B.POUCH + BARRELPOUCH + P.B.POUCH + G.B.EXCL. BARRELEXCL. P.B.EXCL. G.B.EXCL. POUCH29.74.24.17.822.923.222.5313.711.614.711.18.27.35.11.811.110.53.910.55.73.823.224.9HeavyMed

22、iumLightOthersAllRegular + Light + FlavorRegular + Light + DarkRegular + Dark + FlavorRegular + DarkRegular + FlavorRegular + LightDark OnlyLight OnlyReglular Only 上海市場(chǎng)在不斷變化, 75% 的消費(fèi)者會(huì)運(yùn)用至少兩種種類和兩個(gè)包裝的醬油Source :Consumer PanelConsumer Purchase Behavior- BJ22.320.792.84.4LIGHTDARKREGULARFLAVORPenetration

23、QB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage Price2.32.29.41.5LIGHTDARKREGULARFLAVOR14.013.732.610.1LIGHTDARKREGULARFLAVOR2.31.97.01.9LIGHTDARKREGULARFLAVOR22.722.691.214.9LIGHTDARKREGULARFLAVOR5.96.13.46.6LIGHTDARKREGULARFLAVOR65.746.022.343.3G.B.P.B.POUCHBARRELPenetrationQB(Liter)/NBE

24、XP (RMB) /NB# of PurchaseLoyalty RateAverage Price6.93.83.86.0G.B.P.B.POUCHBARREL26.314.111.423.7G.B.P.B.POUCHBARREL6.02.94.42.8G.B.P.B.POUCHBARREL63.337.138.055.6G.B.P.B.POUCHBARREL3.83.73.03.9G.B.P.B.POUCHBARRELSoy Sauce TypeSoy Sauce PackageEach BJ Household consume 10L and spend 38RMB BJ is simi

25、lar as SH, dominated by Jiangyou with high penetration and loyalty BJ is forecast to follow SH to upgrade to Light/Dark SS although very low penetration nowDifferent from SH, G.Bottle and barrel are much important than Pouch, even with JiangyouBeijinese has less purchase frequency compared to SH, an

26、d with higher volume per time ( 2 bottle/ pouch per time, 1 barrel per time) due to less convenient of shopping environment compared to SH Opportunity for 1L bottle/ barrelSource :Consumer Panel不用翻不用翻Heavy consumer Purchase Behavior- BJ 82% heavy user are regular only or regular + light buyer 31% he

27、avy user are glass bottle exclusive user, Medium user are more duplicate user, who like to try different type of SS, easy to upgrade to other% of buyer-Type of SS63.3169.812.46.616.49.379.25.455.765.6HeavyMediumLightOthersRegular + Light + DarkRegular + Dark + FlavorRegular + DarkRegular + FlavorReg

28、ular + LightDark OnlyLight OnlyReglular Only23.22.86.59.18.73.37.65.910.312.19.214.411.210.58.38.77.14.52.215.615.95.320.330.5HeavyMediumLightOTHERSALL 4 TYPESG.B. + P.B. + BARRELPOUCH + G.B. + P.B.G.B. + BARRELP.B. + BARRELG.B.+ P.B.POUCH + BARRELPOUCH + P.B.POUCH + G.B.Barrel OnlyPouch OnlyP.B. On

29、lyG.B. Only% of buyer - PackageSource :Consumer Panel不用翻不用翻H/M/L User profile and What they use - BJ Soy sauce used by H/M/L user Heavy use use, 20% of population, but consume 50% of volume They are clearly skew to low income and big family, affordable is very important Regular soy sauce dominate he

30、avy user basketMedium are more medium incomeLight are small familyMedium and light user are easy to upgrade to dark/ light soy sauceOpportunity:1. Target Medium user first with Dark/light soy sauce in Barrel/G.Bottle to build image2. Sell affordable regular soy sauce in glass bottle to heavy user fo

31、r vol/val shareHeavy BuyersMedium BuyersLight Buyers200220022002by Income 3000 RMB 8990109by Family Size 1 + 2 799710638010510741319991 5 & + 217885861.57.36.694.58586.30.70.41.17.23.3HeavyMediumLight FLAVOR REGULAR DARK LIGHT 40.313.422.618.78.17.811.420.832.429.53757.4HeavyMediumLight GLASS BO

32、TTLE PLASTIC BOTTLE POUCH BARREL BULK OTHERS Source :Consumer Panel不用翻不用翻Consumer Purchase Behavior- GZ90.515.845.613.6LIGHTDARKREGULAR FLAVORPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage Price5.51.02.51.0LIGHTDARKREGULAR FLAVOR31.75.925.411.7LIGHTDARKREGULAR FLAVOR5.41.52.91.

33、7LIGHTDARKREGULAR FLAVOR80.811.935.014.4LIGHTDARKREGULAR FLAVOR5.96.310.011.8LIGHTDARKREGULAR FLAVOR82.519.661.24.7G.B.P.B.BARRELBULKPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage Price3.21.55.44.4G.B.P.B.BARRELBULK24.07.234.015.9G.B.P.B.BARRELBULK5.31.32.93.9G.B.P.B.BARRELBULK

34、48.317.768.551.2G.B.P.B.BARRELBULK7.84.96.43.8G.B.P.B.BARRELBULK Soy Sauce TypeSoy Sauce PackageGZ consume less ( 6.6L)but spend most (44RMB) on soy sauce, esp. on Light soy sauce Less purchase frequency, less vol. purchase each time except Light soy sauce ( mainly 1 barrel or 1 bottle each time) ab

35、out 50% user buy soy sauce in bottle and barrel, but 29% are exclusive Glass bottle only, and 12% barrel onlyNo pouch in GZ, but still quite strong with Bulk with the cheapest price Source :Consumer Panel不用翻不用翻Heavy consumer Purchase Behavior- GZ30.53347.32.13.58.136.626.922.69.810.54.95.84.24.58.68

36、.13.64.67.86.4HeavyMediumLightOthersLight + Regular + FlavorLight + Dark + RegularLight + FlavorLight + DarkLight + RegularFlavor OnlyRegular OnlyDark OnlyLight Only Heavy user not only use light soy sauce, but also regular and Dark soy sauce Most of heavy user buy bottle and barrel More than half o

37、f light user are only use one type of soy sauce: either light or regular Soy sauce 55% of light user are exclusive one package user either Glass bottle or barrel% of buyer - Type of SS43.39.91113.2138.346.528.30.64.16.723.214.94.4430.915.212.9HeavyMediumLightOTHERSG.B. + P.B. + BARRELG.B. + P.B.G.B.

38、 + BULKP.B. + BARRELG.B. + BARRELBulk OnlyBarrel OnlyP.B. OnlyG.B. Only% of buyer - PackageSource :Consumer Panel不用翻不用翻 Who: H/M/L User profile and What they use - GZ Soy sauce used (Vol)by H/M/L user Heavy user use is big family Heavy user is more light soy sauce in barrel73.11.62.73.516.419.120.11

39、.22.43.375.980.8HeavyMediumLight FLAVOR REGULAR DARK LIGHT 53.64.24.7500057.652.339.740.933.3HeavyMediumLight OTHERS BULK BARREL POUCH PLASTIC BOTTLE GLASS BOTTLE Heavy BuyersMedium BuyersLight Buyers200220022002by Income 3000 RMB 11410593by Family Size 1 + 2 6679125377100107414910780 5 & + 1491

40、2172Source :Consumer Panel不用翻不用翻通路: - 上海以現(xiàn)代通路為主( over 90%)- 北京/廣州的主要通路也是賣場(chǎng)和超市(占80%) 35.346.635.336.748.036.331.144.032.834.543.233.021.86.420.919.66.121.33.31.60.13.22.43.20.62.7BJSHGZBJSHGZOTHERFREE SAMPLEGIFTW.U. FREE MARKET WHOLE SALES GROCERY HYPERMARKET SUPERMARKET DPT STVolume BasedValue Based

41、Source :Consumer Panel結(jié)論 & 暗示結(jié)論:總體醬油的浸透率很高, 但老抽和生抽的浸透率不高每年每個(gè)家庭的醬油破費(fèi)在廣州為50元以下, 北京和上海在40元以下購(gòu)買頻率為每?jī)蓚€(gè)月一次( 上海北京為普通醬油, 廣州為生抽), 其它較低每次購(gòu)買量大約為1升, 不包括風(fēng)味醬油在上海,大多數(shù)人會(huì)購(gòu)買兩種包裝以上的醬油在上海和北京, 重度消費(fèi)者傾向于購(gòu)買普通醬油, 中度和輕度消費(fèi)者傾向于購(gòu)買老抽和生抽暗示:在上海和北京, 開發(fā)老抽和生抽醬油具有很大的時(shí)機(jī)每年的消費(fèi)量很低, 具有很大的空間提高消費(fèi)量, 有時(shí)機(jī)向高檔醬油轉(zhuǎn)換有時(shí)機(jī)開展1L包裝有時(shí)機(jī)做各種醬油的結(jié)合促銷有更多的時(shí)機(jī)在

42、中度和輕度消費(fèi)群中提高醬油的檔次,尤其在北京烹調(diào)習(xí)慣及態(tài)度食品構(gòu)造 & 菜肴數(shù)量Avg. # ofDishesGZSHBJBreakfast1.22.92Lunch( Eating out)2.62.72.3Dinner3.94.93.6Snack afterDinner0.20.10.06目的目的-消除饑餓, 補(bǔ)充能量-方便快捷-消除饑餓-方便-營(yíng)養(yǎng)/ 口味-結(jié)合整個(gè)家庭Source :H&A + quali.烹調(diào)方式 & 運(yùn)用的醬油2525575743437979939389897070272757572 215151717GZGZSHSHBJBJ紅燒/ 燉紅燒/

43、燉炒菜炒菜蒸蒸冷菜冷菜運(yùn)用各種不同烹飪方式的家庭主婦比例:3 37 76 618181919292915153 39 90 02 22 2GZGZSHSHBJBJ運(yùn)用不同烹飪方式的菜肴的比例:生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽Source :Consumer Panel醬油市場(chǎng)細(xì)分: 運(yùn)用Dipping 沾著吃沾著吃Stir frying 炒炒Braising 紅燒紅燒Stewing 燉燉, 燜燜 Steaming 蒸蒸Marinating 腌肉腌肉Mixing 拌著吃拌著吃口味至關(guān)重要口味至關(guān)重要顏色至關(guān)重要顏色至關(guān)重要顏色不能太深顏

44、色不能太深, 不然會(huì)覆蓋不然會(huì)覆蓋食物的顏色食物的顏色, 醬油的口味是醬油的口味是最重要的最重要的必需給食物帶來亮紅必需給食物帶來亮紅色色, 口味來自于其他調(diào)口味來自于其他調(diào)味品味品,如糖如糖對(duì)醬油的需求對(duì)醬油的需求Source : Knorr Brand Key Quali. 2019Dipping 沾著吃沾著吃Stir frying 炒炒Braising 紅燒紅燒Stewing 燉燉, 燜燜 Steaming 蒸蒸Marinating 腌肉腌肉Mixing 拌著吃拌著吃廣州廣州:生抽非常重要生抽非常重要 (蒸蒸, 炒炒, 也可用作其他各種用途也可用作其他各種用途)老抽偶爾運(yùn)用老抽偶爾運(yùn)用蘸

45、的醬油蘸的醬油上海上海群眾消費(fèi)者群眾消費(fèi)者: 醬油醬油+ 生抽用于蘸食生抽用于蘸食, 涼拌涼拌高檔消費(fèi)者高檔消費(fèi)者: 生抽生抽+ 老抽或醬油老抽或醬油, 有些運(yùn)用較貴有些運(yùn)用較貴的蘸醬油的蘸醬油北京北京群眾消費(fèi)者群眾消費(fèi)者: 僅運(yùn)用醬油僅運(yùn)用醬油, 或加一點(diǎn)生抽或加一點(diǎn)生抽高檔消費(fèi)者高檔消費(fèi)者: 醬油醬油/ 老抽老抽+ 生抽生抽有些運(yùn)用較貴的蘸醬油有些運(yùn)用較貴的蘸醬油不同城市不同運(yùn)用方式不同城市不同運(yùn)用方式:Source : Knorr Brand Key Quali. 2019醬油市場(chǎng)細(xì)分: 運(yùn)用口味至關(guān)重要口味至關(guān)重要顏色至關(guān)重要顏色至關(guān)重要烹調(diào)方式和醬油的趨勢(shì)上海10.412.420.1

46、19.120.71916.918.921.925.30.40.349.652.13632.121.123.5SH01SH02SH01SH02POUCHGLASS BOTTLEPLASTIC BOTTLEBARRELBULKVolume BasedValue Based更多的海鮮/蔬菜更少的肉類 更多的蒸/炒較少的紅燒/燜趨向老抽趨向老抽更多的生抽更多的生抽/風(fēng)味醬油風(fēng)味醬油趨向瓶裝和桶裝趨向瓶裝和桶裝袋裝醬油的消費(fèi)群為50歲左右塑料瓶醬油的消費(fèi)群為40歲左右塑料瓶醬油的消費(fèi)群為30歲左右More disposable income由于營(yíng)養(yǎng)過剩產(chǎn)生的新的安康問題 需求更多的安康飲食習(xí)慣烹調(diào)的時(shí)間

47、壓力 運(yùn)用較少醬油 ( 平均消費(fèi)量: 在上海減少3.6% ) 破費(fèi)更多 高質(zhì)量,高檔醬油 ( 每次購(gòu)買的破費(fèi): 增長(zhǎng)4.5% ) 較少的購(gòu)買頻率 ( 每年減少3.5% )2374823166YEAR 2001YEAR 2002108105YEAR 2001YEAR 2002Sales Volume 000 LiterGrowth Rate: -2.5% Sales Value M. RMBGrowth Rate: 2.5%Average Price is 5.1% higher than year ago.Source :Consumer Panel 576950982723972001200

48、2Lost to Exterior MarketSwitch to Other SegmentsRegular Soy Sauce Volume-65.9-21.4-12.8On 100% Loss (-272)Dark Soy 96Flavor Soy 79Light Soy 916.9%4.7%88.4%4044359915928720012002Lost to Exterior MarketSwitch to Other SegmentsRegular Soy Sauce Volume63.536.5-66.2-33.8On 100% Loss (-172)Plastic Bottle

49、75Barrel 96Glass Bottle 90On 100% Gain (+ 13)Bulk 817.1%3.9% Jiangyou still dominate the market in SH, but switch to Dark SS, as well Flavor SS Pouch is still popular in SH, but switch to Barrel as well G.BSoy Sauce Switch Way:Source :Consumer PanelCensydiam Model For CookingRecognitionWithdrawing t

50、o Inner WorldGoing to Outer WorldFun/ Enjoy cookingFinish the cooking dutyBelonging Do for myself IntegrationHarmony and integrateCalm down insecure, be recognitionCare & Nourish familyShow off cooking skill, show my valueSource : Palatex-CensydiamCook Segment and NeedsFun/ Enjoy cookingHarmony

51、& integrateBelongingShow off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare & Nourish #1 15% Creating illusion of cooking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% Cook for appreciat

52、ion#6 7% cook for impress#4 14% save faceSource : Palatex-CensydiamSoy Sauce Current PositionFun/ Enjoy cookingHarmony & integrateBelonging Show off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare & Nourish #1 15% Creating illusion of co

53、oking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% Cook for appreciation#6 7% cook for impress#4 14% save faceLKKLaocaiKnorrHaitianSeagullNew LCAMOYSource : Palatex-CensydiamCity Culture & Attitude Difference Source : Knorr Brand Key Quali. 2019

54、 + other quali/ChengduShanghaiGuangZhouEnjoy Tasty Food- Top important: Money, more realistic, down to earth - Be pound of food culture ( rich and variable food)- Want to be a boss, even very small company- Put many effort on cooking, and many enjoy it- Great pleasure in eating than functional value

55、s- Emphasis on freshness and naturalness- Family oriented although kid is important- Self image: capable, great cook “ I feel good Traditional- Dream to be a powerful officer, more interesting in Politic rather than food- Food is not hot topic, less effort spent in cooking- More basic in cooking &am

56、p; eating, a routine and necessity- Ensure balance and naturalness- Kid preference influence me, but think more for whole family- Self image as a cook: not expert, but feel all right “ That is the best I can doResult Oriented- Dream to be excellent white collar, high income, great living stand- Famo

57、us to be Good at balance value and money, capable housewife - Modern and open to Western- Extremely kid oriented, kid success is their dream- See the functional role of meal: better performance now and future- Buy fresh food not only tasty but also helpful on nutrition- Put great effort on cooking,

58、Self image: Ok to be a great cook I try hardBJSH不用翻不用翻Conclusion & ImplicationConclusion:Stir fry is main cooking way, Cantonese is more steaming and SH is more braisingTrend is more steaming and light tasteDifferent need for different SSColor oriented for braisingTaste oriented for steaming/Dip

59、pingMost of Chinese are family/kid orientedshow the love: 27%or control and balance everything:15%or just finish the cooking job:14%Still 11% are very insecure cooking way, need to assuranceImplication:New innovation which can suit for new cooking trend:for steaming/ dipping SSless salty SSTarget co

60、nsumer who is caring and harmony need mother which is 42%Very few Chinese is food indulgence oriented, should LC target not only showoff housewife, but also target those who need secure super taste resultBrand CompetitionPerceptual Mapping - GuangzhouDippingMixingCookingLow qualityHigh qualityMaggieMasterLKKJammy ChaiHai TianKnorr AmoyZhu JiangCheap brandssold by hawkers,small corner shopsIn GZ,