【正文】 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Stir frying 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Source : Knorr Brand Key Quali. 2023Dipping 沾著吃Stir frying 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 :Source : Knorr Brand Key Quali. 2023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Volume Based Value 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?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?More disposable ine?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 % ) ? 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) % )? 較少的購(gòu)買頻率 ( 每年減少 % )Sales Volume ‘000 LiterGrowth Rate: % Sales Value M. RMBGrowth Rate: %Average Price is % higher than year ago.Source :Consumer Panel On 100% Loss (272)Dark Soy 96Flavor Soy 79Light Soy 91%%%On 100% Loss (172)Plastic Bottle 75Barrel 96Glass Bottle 90On 100% Gain (+ 13)Bulk %%? 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 Soy Sauce Switch Way:Source :Consumer PanelCensydiam Model For CookingIndividualRecognitionWithdrawing to 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 : PalatexCensydiamCook Segment and NeedsFun/ Enjoy cooking Harmony integrateBelongingShow off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare Nourish 1 15% Creating illusion of cooking2 27% Cooking for love3 14% Cook for survive7 11% Keeping all in balance 8 8% show off 5 4% Cook for appreciation6 7% cook for impress4 14% save faceSource : PalatexCensydiamSoy Sauce Current PositionFun/ Enjoy cooking Harmony integrateBelonging Show off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare Nourish 1 15% Creating illusion of cooking2 27% Cooking for love3 14% Cook for survive7 11% Keeping all in balance 8 8% show off 5 4% Cook for appreciation6 7% cook for impress4 14% save faceLKK LaocaiKnorrHaitian SeagullNew LCAMOYSource : PalatexCensydiamCity Culture Attitude Difference Source : Knorr Brand Key Quali. 2023 + other quali/ChengduShanghaiBeijingGuangZhouEnjoy 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 pany Put many effort on cooking, and many enjoy it Great pleasure in eating than functional values 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 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 do”Result Oriented Dream to be excellent white collar, high ine, great living stand Famous 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, Self image: Ok to be a great cook” I try hard”BJSH不用翻Conclusion ImplicationConclusion:? Stir fry is main cooking way, Cantonese is more steaming and SH is more braising? Trend is more steaming and light taste? Different need for different SS– Color oriented for braising– Taste oriented for steaming/Dipping? Most of Chinese are family/kid oriented– show 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 SS– less salty SS? Target consumer 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 quality High qualityMaggieMasterLKKJammy ChaiHai TianKnorr AmoyZhu JiangCheap brandssold by hawkers,small corner shopsIn GZ, quality is signaled by brand priceAlmost all products in market are considered of at least average qualitySource : Knorr Brand Key Quali. 2023不用翻Perceptual Mapping ShanghaiDippingMixingCookingLow quality High qualityMaggieKikkomanLKKSeagullHai TianLao CaiAmoyKnorrTotoleBanquetMasterJiang you in general Lao chou in generalSheng chou in generalJiang you (have to cook before use)Source : Kno