醬油基礎(chǔ)知識(shí)中國(guó)醬油市場(chǎng)分析

SoySauceLearning

醬油基礎(chǔ)知識(shí)Content內(nèi)容MarketSizeandSegment市場(chǎng)規(guī)模和細(xì)分SoySauceMarketSize醬油市場(chǎng)規(guī)模SoySauceSegmentandTrend醬油品類細(xì)分和趨勢(shì)ConsumerConsumptionandHabit消費(fèi)者消費(fèi)習(xí)慣Purchasebehavior購(gòu)買行為CookingHabitandAttitude烹調(diào)習(xí)慣和態(tài)度

BrandCompetitionandImage品牌形象和競(jìng)爭(zhēng)MarketShareofBrands品牌市場(chǎng)份額BrandawarenessandImage品牌知名度和美譽(yù)度

Keydriverforoverallliking(sensory)驅(qū)動(dòng)喜好的主要因素(感官的)MarketSizeandSegment

市場(chǎng)規(guī)模和細(xì)分MKTSize&Consumption市場(chǎng)規(guī)模和消費(fèi)年市場(chǎng)份額年人均消費(fèi)

調(diào)味品中最大的品類，滲透率達(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，而廣州的人均花費(fèi)最高。SoySauceMKTStructure醬油市場(chǎng)結(jié)構(gòu)消費(fèi)量消費(fèi)金額平均價(jià)格(元/升)

廣州

北京

上海生抽

5.97.45.9老抽

6.37.96.1醬油10.03.63.4風(fēng)味

11.86.16.6

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，預(yù)計(jì)也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)SegmentationofSoySauce醬油市場(chǎng)細(xì)分

消費(fèi)者給出的快速細(xì)分:Guangzhou廣州生抽,老抽&“蘸”的(Sheng

chou,lao

chou&dipping)Beijing北京Sheng

chou,lao

chou&ordinaryjiangyou生抽，老抽，醬油

Cooking&dipping/mixing燒菜的，蘸的/涼拌的Shanghai上海Sheng

chou,lao

chou&ordinaryjiangyou生抽，老抽，醬油Byclass按等級(jí)Guangzhou廣州Byclass按等級(jí)Bytaste按口味Shanghai上海炒菜的&沾的/涼拌(Cooking&dipping/mixing)紅燒的&沾的(Stewing&dipping)Beijing北京Byclass檔次(Premiumusers高檔使用者)Byacceptancelevel可接受的水平(大眾消費(fèi)者)其他細(xì)分準(zhǔn)則:SegmentationofSoySauce醬油細(xì)分醬油產(chǎn)品都以使用來(lái)細(xì)分使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(所有城市，主要在北京)一般炒菜(所有城市)SegmentationofSoySauce醬油細(xì)分Dipping沾用于蘸魚，肉，海鮮，蔬菜，餛飩等.食品可以是蒸過(guò)的或是煮過(guò)的，口味較淡火鍋廣州:

白灼,

Steaming蒸在廣州最普遍在廣州,用最少的其他調(diào)味品，稱為清蒸如.蒸魚(醬油通常在燒完后灑在表面),蒸雞,蒸肉Mixing拌(SH,BJ),撈(GZ)BJ,SH:冷菜(中式色拉)如黃瓜,海蜇,豬肉,雞肉等.夏天非常普遍GZ:炒面，并與醬油和油相拌SegmentationofSoySauce醬油細(xì)分Stirfrying炒通常是蔬菜炒肉肉可以是事先腌過(guò)的很多家庭主婦在炒蔬菜時(shí)基本上不加任何醬油Braising(redstew,hong

shao)紅燒在上海非常大食物(代表性的是魚和肉)將燒成半熟，然后加老抽，糖，等煮15-30分鐘(因此叫紅燒).Deepmarinating腌肉,鹵中式風(fēng)味的腌肉,在北京很普遍廣州–

鹵水肉，鹵水鴨等(但現(xiàn)在有專門的鹵水汁可代替醬油

)通常需要較深的顏色Stewing燉,燜和紅燒相似，但須更常的時(shí)間GZ:燜BJ:燉希望有較深的顏色紅燒/燉,燜

炒冷菜/蘸/蒸

烹調(diào)方式顏色>>口味

顏色>口味

口味>顏色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(SH)(-包括宴會(huì)/辣味/蒸魚豉油)-海天/淘大-金獅-淘大-家樂(lè)-淘大/寬-海天-家樂(lè)/老蔡-老蔡/海鷗-金獅-海天/之美齋-Master/金獅-海天/李錦記-太太樂(lè)-淘大家樂(lè)-海天/淘大-寬更高檔醬油細(xì)分市場(chǎng)與品牌的聯(lián)系經(jīng)濟(jì)實(shí)惠發(fā)展趨勢(shì)--上海:

-普通醬油仍處主導(dǎo)地位

-逐漸向老抽和風(fēng)味醬油過(guò)度9.312.875.070.561.255.010.211.213.914.75.55.58.78.716.221.6SH'01SH'02SH'01SH'02生抽老抽醬油風(fēng)味醬油量金額Source:ConsumerPanel結(jié)論和暗示結(jié)論:市場(chǎng)巨大，每個(gè)地區(qū)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)品發(fā)展，特別是上海，北京隨之暗示:必須重視的具有吸引力的市場(chǎng)每個(gè)地區(qū)的每個(gè)細(xì)分市場(chǎng)需要不同的策略GZ:開發(fā)高檔產(chǎn)品SH:開發(fā)老抽／生抽以提高形象和毛利BJ:為了品牌形象需要老抽／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)者行為滲透率:

-

基本上每個(gè)人都使用醬油，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)的滲透率ByTypeofS.SauceByPackageofS.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

普通醬油使用者也購(gòu)買其他醬油

,平衡高檔醬油和大眾化醬油,不同的烹飪方法是用不同的醬油每次購(gòu)買,她們?cè)敢饣?元買普通醬油或者是風(fēng)味醬油,但愿意花8元買老抽老抽通過(guò)提高滲透率獲得市場(chǎng)份額,但還有很大的空間繼續(xù)發(fā)展.同時(shí),

醬油有著很高的滲透率,但比去年有所減弱.SwitchIndex9474121機(jī)會(huì):生抽和風(fēng)味醬油用于冷菜,涼拌和蒸菜

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)者愿意為買瓶裝而多付出

-塑料瓶:輕,

容易攜帶,并比玻璃瓶便宜

-玻璃瓶:跟高檔/衛(wèi)生/安全

桶裝因方便,經(jīng)濟(jì)實(shí)惠以及消費(fèi)者忠誠(chéng)度的提高而發(fā)展(大包裝,價(jià)格便宜)

但也有人擔(dān)心新鮮度的問(wèn)題,因?yàn)樵诩依飼?huì)保存較長(zhǎng)時(shí)間

機(jī)會(huì)

1.1L桶裝2.玻璃瓶,高檔醬油SwitchIndex1099594消費(fèi)者購(gòu)買行為–上海

消費(fèi)者的情況-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)者仍然傾向于買袋裝醬油,但與去年相比,使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)換重度消費(fèi)者的消費(fèi)行為—上海

消費(fèi)者比率-醬油種類消費(fèi)者比率–包裝

上海市場(chǎng)在不斷變化,75%的消費(fèi)者會(huì)使用至少兩種種類和兩個(gè)包裝的醬油ConsumerPurchaseBehavior-BJPenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePricePenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePriceSoySauceTypeSoySaucePackageEachBJHouseholdconsume10Landspend38RMBBJissimilarasSH,dominatedbyJiangyouwithhighpenetrationandloyaltyBJisforecasttofollowSHtoupgradetoLight/DarkSSalthoughverylowpenetrationnowDifferentfromSH,G.BottleandbarrelaremuchimportantthanPouch,evenwithJiangyouBeijinesehaslesspurchasefrequencycomparedtoSH,andwithhighervolumepertime(2bottle/pouchpertime,1barrelpertime)duetolessconvenientofshoppingenvironmentcomparedtoSH

Opportunityfor1Lbottle/barrelHeavyconsumerPurchaseBehavior-BJ82%heavyuserareregularonlyorregular+lightbuyer31%heavyuserareglassbottleexclusiveuser,Mediumuseraremoreduplicateuser,wholiketotrydifferenttypeofSS,easytoupgradetoother%ofbuyer-TypeofSS%ofbuyer-PackageH/M/LUserprofileandWhattheyuse-BJSoysauceusedbyH/M/LuserHeavyuseuse,20%ofpopulation,butconsume50%ofvolumeTheyareclearlyskewtolowincomeandbigfamily,affordableisveryimportantRegularsoysaucedominateheavyuser’basketMediumaremoremediumincomeLightaresmallfamilyMediumandlightuserareeasytoupgradetodark/lightsoysauceOpportunity:1.TargetMediumuserfirstwithDark/lightsoysauceinBarrel/G.Bottletobuildimage2.Sellaffordableregularsoysauceinglassbottletoheavyuserforvol/valshareConsumerPurchaseBehavior-GZPenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePricePenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePriceSoySauceTypeSoySaucePackageGZconsumeless(6.6L)butspendmost(44RMB)onsoysauce,esp.onLightsoysauceLesspurchasefrequency,lessvol.purchaseeachtimeexceptLightsoysauce(mainly1barrelor1bottleeachtime)about50%userbuysoysauceinbottleandbarrel,but29%areexclusiveGlassbottleonly,and12%barrelonlyNopouchinGZ,butstillquitestrongwithBulkwiththecheapestpriceHeavyconsumerPurchaseBehavior-GZHeavyusernotonlyuselightsoysauce,butalsoregularandDarksoysauceMostofheavyuserbuybottleandbarrelMorethanhalfoflightuserareonlyuseonetypeofsoysauce:eitherlightorregularSoysauce55%oflightuserareexclusiveonepackageusereitherGlassbottleorbarrel%ofbuyer-TypeofSS%ofbuyer-Package

Who:H/M/LUserprofileandWhattheyuse-GZ

Soysauceused(Vol)byH/M/LuserHeavyuseruseisbigfamilyHeavyuserismorelightsoysauceinbarrel通路:

-上海以現(xiàn)代通路為主(over90%)

-北京/廣州的主要通路也是賣場(chǎng)和超市(占80%)

VolumeBasedValueBased結(jié)論&暗示結(jié)論:總體醬油的滲透率很高,但老抽和生抽的滲透率不高每年每個(gè)家庭的醬油花費(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)買量大概為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機(jī)會(huì)每年的消費(fèi)量很低,具有很大的空間提高消費(fèi)量,有機(jī)會(huì)向高檔醬油轉(zhuǎn)換有機(jī)會(huì)發(fā)展1L包裝有機(jī)會(huì)做各種醬油的聯(lián)合促銷有更多的機(jī)會(huì)在中度和輕度消費(fèi)群中提高醬油的檔次,尤其在北京烹調(diào)習(xí)慣及態(tài)度食品結(jié)構(gòu)&菜肴數(shù)量北京廣州上海=蔬菜=蔬菜=蔬菜豬肉>牛肉/羊肉>海鮮/家禽+海鮮>豬肉

>家禽/牛肉/羊肉+?

冬天品種較少海鮮>豬肉

>家禽/牛肉/羊肉+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-聯(lián)結(jié)整個(gè)家庭烹調(diào)方式&使用的醬油運(yùn)用各種不同烹飪方式的家庭主婦比例: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/老抽生抽醬油市場(chǎng)細(xì)分:運(yùn)用Dipping沾著吃Stirfrying炒Braising紅燒Stewing燉,燜Steaming蒸Marinating腌肉Mixing拌著吃口味至關(guān)重要顏色至關(guān)重要顏色不能太深,不然會(huì)覆蓋食物的顏色,醬油的口味是最重要的必須給食物帶來(lái)亮紅色,口味來(lái)自于其他調(diào)味品,如糖對(duì)醬油的需求Dipping沾著吃Stirfrying炒Braising紅燒Stewing燉,燜Steaming蒸Marinating腌肉Mixing拌著吃廣州:生抽非常重要(蒸,炒,也可用作其他各種用途)老抽偶爾使用蘸的醬油上海大眾消費(fèi)者:

醬油+生抽用于蘸食,涼拌高檔消費(fèi)者:生抽+老抽或醬油,有些使用較貴的蘸醬油北京大眾消費(fèi)者:僅使用醬油,或加一點(diǎn)生抽高檔消費(fèi)者:醬油/老抽+生抽有些使用較貴的蘸醬油不同城市不同使用方式:醬油市場(chǎng)細(xì)分:運(yùn)用口味至關(guān)重要顏色至關(guān)重要烹調(diào)方式和醬油的趨勢(shì)—上海VolumeBasedValueBased更多的海鮮/蔬菜更少的肉類更多的蒸/炒較少的紅燒/燜趨向老抽更多的生抽/風(fēng)味醬油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Moredisposableincome由于營(yíng)養(yǎng)過(guò)剩產(chǎn)生的新的健康問(wèn)題

需要更多的健康飲食習(xí)慣烹調(diào)的時(shí)間壓力

使用較少醬油

(平均消費(fèi)量:在上海減少3.6%)

花費(fèi)更多

高質(zhì)量,高檔醬油

(每次購(gòu)買的花費(fèi):增長(zhǎng)4.5%)

較少的購(gòu)買頻率(每年減少3.5%)SalesVolume‘000LiterGrowthRate:-2.5%SalesValueM.RMBGrowthRate:2.5%AveragePriceis5.1%higherthanyearago.

On100%Loss(-272)DarkSoy96FlavorSoy79LightSoy916.9%4.7%88.4%On100%Loss(-172)PlasticBottle75Barrel96GlassBottle90On100%Gain(+13)Bulk817.1%3.9%

JiangyoustilldominatethemarketinSH,butswitchtoDarkSS,aswellFlavorSSPouchisstillpopularinSH,butswitchtoBarrelaswellG.BSoySauceSwitchWay:CensydiamModelForCookingIndividualRecognitionWithdrawingtoInnerWorldGoingtoOuterWorldFun/EnjoycookingFinishthecookingdutyBelongingDoformyselfIntegrationHarmonyandintegrateCalmdowninsecure,berecognitionCare&NourishfamilyShowoffcookingskill,showmyvalueCookSegmentandNeedsFun/EnjoycookingHarmony&integrateBelongingShowoffcookingskill,showmyvalueDoformyselfCalmdowninsecure,berecognitionFinishthecookingdutyCare&Nourish#115%Creatingillusionofcooking#227%Cookingforlove#314%Cookforsurvive#711%Keepingallinbalance#88%showoff#54%Cookforappreciation#67%cookforimpress#414%savefaceSoySauceCurrentPositionFun/EnjoycookingHarmony&integrateBelongingShowoffcookingskill,showmyvalueDoformyselfCalmdowninsecure,berecognitionFinishthecookingdutyCare&Nourish#115%Creatingillusionofcooking#227%Cookingforlove#314%Cookforsurvive#711%Keepingallinbalance#88%showoff#54%Cookforappreciation#67%cookforimpress#414%savefaceLKKLaocaiKnorrHaitianSeagullNewLCAMOYCityCulture&AttitudeDifference

ChengduShanghaiBeijingGuangZhouEnjoyTastyFood-Topimportant:Money,morerealistic,downtoearth-Bepoundoffoodculture(richandvariablefood)-Wanttobeaboss,evenverysmallcompany-Putmanyeffortoncooking,andmanyenjoyit-Greatpleasureineatingthanfunctionalvalues-Emphasisonfreshnessandnaturalness-Familyorientedalthoughkidisimportant-Selfimage:capable,greatcook“Ifeelgood”Traditional-Dreamtobeapowerfulofficer,moreinterestinginPoliticratherthanfood-Foodisnothottopic,lesseffortspentincooking-Morebasicincooking&eating,aroutineandnecessity-Ensurebalanceandnaturalness-Kidpreferenceinfluenceme,butthinkmoreforwholefamily-Selfimageasacook:notexpert,butfeelallright“ThatisthebestIcando”ResultOriented-Dreamtobeexcellentwhitecollar,highincome,greatlivingstand-FamoustobeGoodatbalancevalueandmoney,capablehousewife-ModernandopentoWestern-Extremelykidoriented,kid’successistheirdream-Seethefunctionalroleofmeal:betterperformancenowandfuture-Buyfreshfoodnotonlytastybutalsohelpfulonnutrition-Putgreateffortoncooking,Selfimage:Oktobeagreatcook”Itryhard”BJSHConclusion&ImplicationConclusion:Stirfryismaincookingway,CantoneseismoresteamingandSHismorebraisingTrendismoresteamingandlighttasteDifferentneedfordifferentSSColororientedforbraisingTasteorientedforsteaming/DippingMostofChinesearefamily/kidorientedshowthelove:27%orcontrolandbalanceeverything:15%orjustfinishthecookingjob:14%Still11%areveryinsecurecookingway,needtoassuranceImplication:Newinnovationwhichcansuitfornewcookingtrend:forsteaming/dippingSSlesssaltySSTargetconsumerwhoiscaringandharmonyneedmotherwhichis42%VeryfewChineseisfoodindulgenceoriented,shouldLCtargetnotonlyshowoffhousewife,butalsotargetthosewhoneedsecuresupertasteresultBrandCompetitionPerceptualMapping-GuangzhouDippingMixingCookingLowqualityHighqualityMaggieMasterLKKJammy

ChaiHaiTianKnorrAmoyZhuJiangCheapbrandssoldbyhawkers,smallcornershopsInGZ,qualityissignaledbybrand&priceAlmostallproductsinmarketareconsideredofatleastaveragequalityPerceptualMapping-ShanghaiDippingMixingCookingLowqualityHighqualityMaggieKikkomanLKKSeagullHaiTianLaoCaiAmoyKnorrTotoleBanquetMasterJiangyouingeneralLaochouingeneralSheng

chouingeneralJiangyou(havetocookbeforeuse)PerceptualMapping-BeijingDippingMixingCookingLowqualityHighqualityMaggie(describedas“seafoodsoysauce”)MassusersJiangyouingeneral

e.g.KunPai,JinShiLaochouingenerale.g.Amoy,LKKSheng

chouingenerale.g.Amoy,LKKPremiumUsersJiangyouingeneralPerceptualMapping–LikelyScenariointheFutureDippingMixingCookingLowqualityHighqualityExpensivesoysaucee..gMaggi,Master&Kikkoman(SH)LaoChouforbraisingstewingSheng

chouforgeneralcookingShenChoufordipping/mixing(older,lesswell-offpeople)Ordinaryjiangyouforbraising,stewing(BJ/SH)Themarketseemstobegoingtothedirectionofmoredistinctiveusebytype,andonthestageofupgradingBrandAwareness

(Feb.17-Mar.16)TOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes)ShanghaiGuangzhouBeijingKnorrLaocaBrandAwarenessShanghaiGuangzhouBeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes)BrandImage-SH

(Feb17-Mar16)LaocaiKnorrHaitianAmoyBringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersBrandImage-GZ

(Feb17-Mar16)BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothers

KnorrHaitianAmoyBrandImage-BJ

(Feb17-Mar16)BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothers

KnorrHaitianAmoyJinshiBrandAwarenessAndImage-SHBrandAwarenessAndImage-GZBrandAwarenessAndImage-GZBrandCompetition-Val.ShareSH+E1+GD+BJEastShanghaiBeijingGuangzhou

GuangdongLaocaiisNo.3inareawhereweforcusKnorrhasgoodperformanceinEast/SHafterrelaunch,butneedtoimproveinGDDishinTVCisnorelevanttoCantonese,notsurethequalityoftasteCantonesemoreenjoyeatingwhilstShanghaineseismoreend-performancedrivenKnorrstillweakinBJduetolaterMediasupportinginBJSH:

KeyCompetitorWithinEachSegment-ValShare55.014.78.721.6SH'02FlavorS.SauceRegularS.SauceDarkS.SauceLightS.SauceFlavorSSRegularSSDarkSSLightSSBJ:

CompetitorWithinEachSegment-ValShare

82.21.28.08.7LightSoySauceDarkSoySauceRegularSoySauceFlavorSSRegularSSDarkSSLightSSSource:ConsumerPanelGZ:

Competitorwithineachsegment-ValShare

LightSoySauceDarkSoySauceRegularSoySauceFlavorSS27.765.92.4LightSSDarkSSRegularSSSource:ConsumerPanelConclusion&ImplicationConclusionKnorrAwareness:SH:increasingawarenessandusagestableGZ:goodmediaawarenessandbrandawareness,butweakonusage(relevantondishaswellasthekeybenefit”inTVC?)BJ:stillweakduetolateTVConairKnorrImage:SH:leadtheimageon“makekidsmart”,stillweakonothersifcomparedthekeycompetitorGZ:relativestrong,whichcomesfromstrongbouillonpositionBJ:veryweak,onlyAmoy/JinshileadtheimageKeyCompetitor:differentcompetitorineachsegmentineachcityRegular:Amoy/Jinshi/SeagullLight/Dark:Haitian/LKKFlavor:LKK/TotoleImplication:Waitmoreinformationandjudge,butneedtoreviewthecommunication:steamingdishforGZwhichismorerelevantcommunicatemoreontaste?DifferentstrategicforeachmarketGZ:Increasepenetrationandconversionwithsampling,andmoreinnovation

SH:continuousmediasupporttogrowpenetrationandloyaltyonDark/RegularsoysauceSH:newinnovationinLight/FlavorsoysauceBJ:NeedmediasupporttoawarenessthenpenetrationwithsamplingSensoryOverviewFermented

1998-2001SensoryscreeningofcommercialproductsMapping22commercialproductsShanghaiusingQDA.10Sensorydirectionswereidentified.About95otherShanghaiproductsweregroupedintothe10sensorydirections.10productswereselected,oneforeachofthesensorydirectionsforconsumerlikingtest.In-homeproducttestwithcommercialproductsProductsweretestedinconsumerlikingtest,QDAtestedassuchandinacontrolleddish(withoutmeat).Attributeswereidentifiedimportantforlikingofbraisinganddippingproducts.XienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear.XienpanelAxienpanelissetupconsistingoffromoriginChinesepeople.Axienmatrixwasmadeoffoodandculinaryproductingeneral.InsoysaucesxienisrelatedtotheQDAattributesthattheDutchpaneluses.QDAandIn-homeproducttestwithprototypesAsecondlikingtest(10products)wasperformedwithprototypesforabraising,dippingandallpurposeproduct.TheproductswerealsotestedinQDApanel.Thepanelhastakenpartinthedevelopingprocessofoptimisingthebraising,dippingandallpurposeproduct.CorrelationswerecalculatedofQDA,likingandconsumerattributes,chemical/physicaldata.Importantattributes(sensory,consumer,chemical/physical)forlikingareidentified.SensoryscreeningandConsumertestwithControlledKeydrivers

ThepanelisretrainedusingtheSpectrummethodtobeabletoworkforthekeydriversprojectmakingamodel.Keydriversforlikingwassetuptobeabletomakeamodeltopredictlikingwithsensoryandchemicalattributesandthusingredients.SensoryFermented

DirectionsincommercialbraisingsoysaucesMappingcommercialproductsShanghaiusingQDA(ReportVD990024).10Sensorydirectionswereidentified.KNsgSGglAMglYHdbMGseKKssWHssWTslcoffeetreacleanimalfermentedliquoricemedicinrye-breadcheesemaggismokeyrubber/tarparfumisticolivesfish-likecaramelfruitysweetsoursaltalcoholrye-breadcervelaatburntearthymetalbitter-2-1012Dim1(38%)-3-2-1012Flavour(aroma&taste)LCgaWAksLKssFERMENTEDalcoholicTREACLESMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim2(32%)SensoryFermented

Consumerlikingofcommercialsoysauces10productswereselected,oneforeachofthesensorydirectionsforconsumerlikingtest.Productweretestedinconsumerlikingtest,QDAtestedassuchandinacontrolleddish(withoutmeat).Braising,RightGlossiness,PerfectDish+Sweet,TreacleCitricAcid,pHVarianceExplained:81%(cons.)-68%(QDA)-73%(chem.)Expressedasfactorse.g.:Liking=-0.140*Sour+0.092*Sweet+..LikingSalt_Astringent,Sour,Bitter,SaltNaClNitrogenAceticacidphenylethanolAsecondlikingtest(10products)wasperformedwithprototypesforabraising,dippingandallpurposeproduct.TheproductswerealsotestedinQDApanel.CorrelationswerecalculatedofQDA,likingandconsumerattributes,chemical/physicaldata.Importantattributes(sensory,consumer,chemical/physical)forlikingareidentified.SensoryFermented

CorrelationswithlikingforprototypesofsoysaucesSensoryFermented

WhatdoesXIENmean?XienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear(reportVD990403).AxienpanelissetupconsistingoffromoriginChinesepeople.Firstbymeansorgroupdiscussionsaxienmatrixwasmadeoffoodandculinaryproductingeneral.SensoryFermented

Sweet/Sour/SaltbalanceinfluencesxienXienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear.AxienpanelissetupconsistingoffromoriginChinesepeople.InaseriesofsoysaucesxienisrelatedtotheQDAattributesthattheDutchpaneluses.SensoryFermented

ScreeningingredientstoinfluencekeydriversAQDApanelscreenedingredientstobecomeabletocontroltheselectedkeydriversforbraisingsoysauces.Forthefollowingdriversingredientswerefoundtoinfluencetherelatedattributes:ODOUR:MolasseforLiquoriceAPPEARANCE:CaramelforBrowncolour/RedKojiforRedcolour/TextraforViscosity,TransparencyTASTE:Organicacidforanimal,sour/Cyclamateforsweet/MaknoforSavoury,Maggi

InaSpectrumpanelthesensorialeffectoftheselectedingredientsweremeasuredinastandardisedbraisingporkdish.Threeconcnetrationlevelswereselectedtouseintheconsumertest.ATaguchidesignhasbeenusedinwhichcombinationsofdriversweretested.Usingthisdesignasetof24productsintheconsumertestwasenoughtodeliverinformationontheimportanceandthedirectionofeachdriver.Thebraisedprokdishisacomplexsystem.Thedriverscannotbeseenasseparateissues.Mostofthedrivershaveaninfluenceonseveralattributes.Theyinfluenceeachother.Intheselectedsetof24productsthe3concentrationlevelsarerepresentedofeachdriver.Thesensoryperceptionof2ofthe7driversintheproductsetareshown.Sweetperceptioninthes