中国酱油市场分析PPT课件

1、中国酱油市场分析Content 内容 Market Size and Segment 市场规模和细分 Soy Sauce Market Size 酱油市场规模 Soy Sauce Segment and Trend 酱油品类细分和趋势 Consumer Consumption and Habit 消费者消费习惯 Purchase behavior 购买行为 Cooking Habit and Attitude 烹调习惯和态度 Brand Competition and Image 品牌笼统和竞争 Market Share of Brands 品牌市场份额 Brand awareness and

2、 Image 品牌知名度和佳誉度 Key driver for overall liking ( sensory) 驱动喜好的主要要素(感官的)Market Size and Segment市场规模和细分MKT Size & Consumption市场规模和消费050001000015000200002500030000GZSHBJ020406080100120140Vol ( Ton)Val ( M RMB)年市场份额024681012GZSHBJ01020304050Vol ( L)Val ( RMB)Source: ACNielsen RASource: TNSofres CP年

3、人均消费 调味品中最大的品类，浸透率达97% 上海以其众多的人口和成熟的餐饮业而成为最大的市场 北京每年消费酱油量最多，而广州的人均破费最高。Soy Sauce MKT Structure 酱油市场构造76.35.312.82.621.689.070.518.882.255.027.70.711.22.31.214.75.55.165.98.78.02.48.7BJSHGZBJSHGZ生抽生抽老抽老抽酱油酱油风味酱油风味酱油消费量消费量消费金额消费金额平均价钱(元/升) 广州 北京 上海生抽 5.9 7.4 5.9老抽 6.3 7.9 6.1酱油 10.0 3.6 3.4风味 11.8 6.1

4、 6.6 广州以生抽为主 上海仍以普通酱油为主，但逐渐转向生抽和老抽市场 北京也以普通酱油为主，估计也将和上海一样，逐渐转向生抽和老抽市场Source: TNSofres CPSegmentation of Soy Sauce 酱油市场细分 消费者给出的快速细分:Guangzhou 广州广州生抽生抽, 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，酱油生抽，老抽，酱油 Cooking & dipping/ mixin

5、g 烧菜烧菜的，蘸的的，蘸的/凉拌的凉拌的Shanghai 上海上海Sheng chou, lao chou & ordinary jiang you 生抽，生抽，老抽，酱油老抽，酱油By class 按等级按等级Guangzhou 广州广州By class 按等级按等级By taste 按口味按口味Shanghai 上海上海炒菜的炒菜的 & 沾的沾的/ 凉拌凉拌(Cooking & dipping/ mixing)红烧的红烧的 & 沾的沾的(Stewing & dipping) 北京北京By class 档次档次(Premium users高档运用者高

6、档运用者)By acceptance level 可接受可接受的程度的程度 (群众消费者群众消费者)其他细分准那么:Segmentation of Soy Sauce 酱油细分 酱油产品都以运用来细分 运用主要是指将酱油用作: 蘸/拌 炒菜(用法基于不同的烹调方法) 蒸 (GZ) 炖 (GZ, BJ) 红烧 (SH) 腌(一切城市，主要在北京) 普通炒菜(一切城市)Segmentation of Soy Sauce 酱油细分Dipping 沾沾用于蘸鱼，肉，海鲜，用于蘸鱼，肉，海鲜，蔬菜，馄饨等蔬菜，馄饨等.食品可以是蒸过的或是食品可以是蒸过的或是煮过的，口味较淡煮过的，口味较淡火锅火锅广州广

7、州: 白灼白灼, Steaming 蒸蒸在广州最普遍在广州最普遍在广州在广州, 用最少的其他调味用最少的其他调味品，称为清蒸品，称为清蒸如如. 蒸鱼蒸鱼 ( 酱油通常在烧完酱油通常在烧完后洒在外表后洒在外表), 蒸鸡蒸鸡, 蒸肉蒸肉Mixing 拌拌 (SH, BJ), 捞捞 (GZ)BJ, SH: 冷菜冷菜 (中式色拉中式色拉) 如如黄瓜黄瓜, 海蜇海蜇, 猪肉猪肉, 鸡肉等鸡肉等.夏天非常普遍夏天非常普遍GZ: 炒面，并与酱油和油相炒面，并与酱油和油相拌拌Segmentation of Soy Sauce 酱油细分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过的肉

8、可以是事先腌过的很多家庭主妇在炒蔬菜时很多家庭主妇在炒蔬菜时根本上不加任何酱油根本上不加任何酱油Braising (red stew, hong shao) 红烧红烧在上海非常大在上海非常大食物食物 (代表性的是鱼和肉代表性的是鱼和肉)将烧成半熟，然后加老将烧成半熟，然后加老抽，糖，等煮抽，糖，等煮15-30分钟分钟 (因此叫红烧因此叫红烧).Deep marinating 腌肉腌肉, 卤卤中式风味的腌肉中式风味的腌肉, 在北京很在北京很普遍普遍广州广州 卤水肉，卤水鸭等卤水肉，卤水鸭等 (但如今有专门的卤水汁但如今有专门的卤水汁可替代酱油可替代酱油 )通常需求较深的颜色通常需求较深的颜色St

9、ewing 炖炖, 焖焖和红烧类似，但须更常的和红烧类似，但须更常的时间时间GZ: 焖焖 BJ: 炖炖 希望有较深的颜色希望有较深的颜色红烧/ 炖,焖 炒 冷菜/ 蘸/蒸 烹调方式烹调方式颜色颜色 口味口味 颜色颜色 口味口味 口味口味 颜色颜色包装包装玻璃瓶塑料瓶桶装袋装- 老抽 (SH/GZ)- 酱油 ( BJ)- 酱油 (SH/BJ)( 包括红烧/黄豆)- 酱油 (SH/BJ)- 老抽(SH/BJ)- 酱油 (SH/BJ)(包括黄豆和红烧)- 生抽 (GZ)- 酱油 ( BJ)- 酱油 (BJ)- 酱油 (BJ)- 生抽(GZ)- 生抽 (GZ/SH)- 酱油 ( BJ)- 风味酱油(S

10、H) (- 包括宴会/辣味/蒸鱼豉油)-海天/ 淘大-金狮- 淘大- 家乐- 淘大/宽- 海天- 家乐/老蔡- 老蔡/海鸥- 金狮-海天/之美斋 -Master/金狮-海天/ 李锦记-太太乐- 淘大家乐-海天/ 淘大-宽更高档酱油细分市场与品牌的联络经济实惠开展趋势-上海:- 普通酱油仍处主导位置- 逐渐向老抽和风味酱油过度9.312.875.070.561.255.010.211.213.914.75.55.58.78.716.221.6SH01SH02SH01SH02生抽生抽老抽老抽酱油酱油风味酱油风味酱油量量金额金额Source :Consumer Panel结论和暗示结论:市场宏大，每

11、个地域由于烹调方式不同而具有不同的是市场细分整个品类向高档产品开展，特别是上海，北京随之暗示:必需注重的具有吸引力的市场每个地域的每个细分市场需求不同的战略GZ:开发高档产品SH: 开发老抽生抽以提高笼统和毛利BJ: 为了品牌笼统需求老抽生抽，但也得注重普通酱油市场以获得市场份额消费者行为浸透率:- 根本上每个人都运用酱油，但因城市和细分市场而不同- 仍有空间提高生抽和老抽在东区和北区以及风味酱油在各区的浸透率96.697.497.380100Soy SauceBJSHGZ93234913525484616911421020406080100Regular SSDark SSLight SSF

12、lavor SS66432251583171832061546020406080100Glass BottlePlastic BottleBarrelPouchSource: Consumer Panel -Y2019By Type of S. SauceBy Package of S. Sauce消费者的购买行为上海 每个家庭平均每年消费7.3L,34RMB的酱油, 用量较多的消费者为每年14.7L 购买频率: 酱油每两月一次, 老抽/风味酱油每四月一次 普通酱油运用者也购买其他酱油 , 平衡高档酱油和群众化酱油,不同的烹饪方法是用不同的酱油每次购买,她们情愿花3元买普通酱油或者是风味酱油,

13、 但情愿花8元买老抽老抽经过提高浸透率获得市场份额, 但还有很大的空间继续开展.同时, 酱油有着很高的浸透率, 但比去年有所减弱.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生抽老抽风味酱油时机时机:生抽和风味酱油生抽和风味酱油用于冷菜用于冷菜, 凉拌凉拌和蒸菜和蒸菜Source :Consumer Panel 购买频率: 每两月购买一次袋装酱油, 瓶装每四月一次, 桶装半年一次. 先买瓶装, 然后将袋装酱油罐入瓶装内, 然后买新瓶,在罐入 平衡方便和经济实惠 消费者情愿为买瓶装而多付出 - 塑料瓶: 轻, 容易携带, 并比玻璃瓶廉价 - 玻璃瓶: 跟高档/卫生/平安 桶装因方便, 经济实惠以及消费者忠实度的提高而开展( 大包装, 价钱廉价) 但也有人担忧新颖

16、度的问题, 由于在家里会保管较长时间 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时机时机 1. 1 L 桶装桶装2. 玻璃瓶玻璃瓶

18、, 高档酱高档酱油油40.715.144.2GlassBottlePlasticBottleBarrel消费者购买行为 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 消费者的情

20、况-上海 重度消费者, 占人口的20%, 但消费了总量的40%, 占金额的37% 那些收入中等和较低的重度消费者依然倾向于买袋装酱油, 但与去年相比, 运用老抽和玻璃瓶装酱油 中等和较低收入的中度消费者正向老抽和风味酱油转入, 从袋装向桶装转换收入很低的 轻度消费者( 占人口的50%), 向玻璃瓶老抽/风味酱油转换Source :Consumer Panel重度消费者的消费行为上海 消费者比率消费者比率- 酱油种类酱油种类消费者比率消费者比率 包装包装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 上海市场在不断变化, 75% 的消费者会运用至少两种种类和两个包装的酱油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: - 上海以现代通路为主( over 90%)- 北京/广州的主要通路也是卖场和超市(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结论 & 暗示结论:总体酱油的浸透率很高, 但老抽和生抽的浸透率不高每年每个家庭的酱油破费在广州为50元以下, 北京和上海在40元以下购买频率为每两个月一次( 上海北京为普通酱油, 广州为生抽), 其它较低每次购买量大约为1升, 不包括风味酱油在上海,大多数人会购买两种包装以上的酱油在上海和北京, 重度消费者倾向于购买普通酱油, 中度和轻度消费者倾向于购买老抽和生抽暗示:在上海和北京, 开发老抽和生抽酱油具有很大的时机每年的消费量很低, 具有很大的空间提高消费量, 有时机向高档酱油转换有时机开展1L包装有时机做各种酱油的结合促销有更多的时机在

42、中度和轻度消费群中提高酱油的档次,尤其在北京烹调习惯及态度食品构造 & 菜肴数量Avg. # ofDishesGZSHBJBreakfast1.22.92Lunch( Eating out)2.62.72.3Dinner3.94.93.6Snack afterDinner0.20.10.06目的目的-消除饥饿, 补充能量-方便快捷-消除饥饿-方便-营养/ 口味-结合整个家庭Source :H&A + quali.烹调方式 & 运用的酱油2525575743437979939389897070272757572 215151717GZGZSHSHBJBJ红烧/ 炖红烧/

43、炖炒菜炒菜蒸蒸冷菜冷菜运用各种不同烹饪方式的家庭主妇比例:3 37 76 618181919292915153 39 90 02 22 2GZGZSHSHBJBJ运用不同烹饪方式的菜肴的比例:生抽老抽生抽/风味酱油酱油/老抽酱油/老抽生抽生抽老抽生抽/风味酱油酱油/老抽酱油/老抽生抽Source :Consumer Panel酱油市场细分: 运用Dipping 沾着吃沾着吃Stir frying 炒炒Braising 红烧红烧Stewing 炖炖, 焖焖 Steaming 蒸蒸Marinating 腌肉腌肉Mixing 拌着吃拌着吃口味至关重要口味至关重要颜色至关重要颜色至关重要颜色不能太深颜

44、色不能太深, 不然会覆盖不然会覆盖食物的颜色食物的颜色, 酱油的口味是酱油的口味是最重要的最重要的必需给食物带来亮红必需给食物带来亮红色色, 口味来自于其他调口味来自于其他调味品味品,如糖如糖对酱油的需求对酱油的需求Source : Knorr Brand Key Quali. 2019Dipping 沾着吃沾着吃Stir frying 炒炒Braising 红烧红烧Stewing 炖炖, 焖焖 Steaming 蒸蒸Marinating 腌肉腌肉Mixing 拌着吃拌着吃广州广州:生抽非常重要生抽非常重要 (蒸蒸, 炒炒, 也可用作其他各种用途也可用作其他各种用途)老抽偶尔运用老抽偶尔运用蘸

45、的酱油蘸的酱油上海上海群众消费者群众消费者: 酱油酱油+ 生抽用于蘸食生抽用于蘸食, 凉拌凉拌高档消费者高档消费者: 生抽生抽+ 老抽或酱油老抽或酱油, 有些运用较贵有些运用较贵的蘸酱油的蘸酱油北京北京群众消费者群众消费者: 仅运用酱油仅运用酱油, 或加一点生抽或加一点生抽高档消费者高档消费者: 酱油酱油/ 老抽老抽+ 生抽生抽有些运用较贵的蘸酱油有些运用较贵的蘸酱油不同城市不同运用方式不同城市不同运用方式:Source : Knorr Brand Key Quali. 2019酱油市场细分: 运用口味至关重要口味至关重要颜色至关重要颜色至关重要烹调方式和酱油的趋势上海10.412.420.1

46、19.120.71916.918.921.925.30.40.349.652.13632.121.123.5SH01SH02SH01SH02POUCHGLASS BOTTLEPLASTIC BOTTLEBARRELBULKVolume BasedValue Based更多的海鲜/蔬菜更少的肉类 更多的蒸/炒较少的红烧/焖趋向老抽趋向老抽更多的生抽更多的生抽/风味酱油风味酱油趋向瓶装和桶装趋向瓶装和桶装袋装酱油的消费群为50岁左右塑料瓶酱油的消费群为40岁左右塑料瓶酱油的消费群为30岁左右More disposable income由于营养过剩产生的新的安康问题 需求更多的安康饮食习惯烹调的时间

47、压力 运用较少酱油 ( 平均消费量: 在上海减少3.6% ) 破费更多 高质量,高档酱油 ( 每次购买的破费: 增长4.5% ) 较少的购买频率 ( 每年减少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,