酱油基础知识-中国酱油市场分析

1、Soy Sauce Learning酱油根底知识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 aware

2、ness and 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市场规模和消费年市场份额年人均消费 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 酱油市场构造消费量消费金额平均价钱(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

3、油 10.0 3.6 3.4风味 11.8 6.1 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Segmentation of Soy Sauce 酱油市场细分 消费者给出的快速细分:Guangzhou 广州生抽, 老抽 & “蘸的(Sheng chou, lao chou & dipping) 北京Sheng chou, lao chou & ordinary jiang you 生抽，老抽，酱油 Cooking & dipping/ mixing 烧菜的，蘸的/凉拌的Shanghai 上海Sheng

4、 chou, lao chou & ordinary jiang you 生抽，老抽，酱油By class 按等级Guangzhou 广州By class 按等级By taste 按口味Shanghai 上海炒菜的 & 沾的/ 凉拌(Cooking & dipping/ mixing)红烧的 & 沾的(Stewing & dipping) 北京By class 档次(Premium users高档运用者)By acceptance level 可接受的程度 (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

5、/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 沾用于蘸鱼，肉，海鲜，蔬菜，馄饨等.食品可以是蒸过的或是煮过的，口味较淡火锅广州: 白灼, Steaming 蒸在广州最普遍在广州, 用最少的其他调味品，称为清蒸如. 蒸鱼 ( 酱油通常在烧完后洒在外表), 蒸鸡, 蒸肉Mixing 拌 (SH, BJ), 捞 (GZ)BJ, SH: 冷菜 (中式色拉) 如黄瓜, 海蜇, 猪肉, 鸡肉等.夏天非常普遍GZ: 炒面，并与酱油和油相拌Segment

6、ation of Soy Sauce 酱油细分Stir frying 炒通常是蔬菜炒肉肉可以是事先腌过的很多家庭主妇在炒蔬菜时根本上不加任何酱油Braising (red stew, hong shao) 红烧在上海非常大食物 (代表性的是鱼和肉)将烧成半熟，然后加老抽，糖，等煮15-30分钟 (因此叫红烧).Deep marinating 腌肉, 卤中式风味的腌肉, 在北京很普遍广州 卤水肉，卤水鸭等 (但如今有专门的卤水汁可替代酱油 )通常需求较深的颜色Stewing 炖, 焖和红烧类似，但须更常的时间GZ: 焖 BJ: 炖 希望有较深的颜色红烧/ 炖,焖 炒 冷菜/ 蘸/蒸 烹调方式颜色

7、 口味 颜色 口味 口味 颜色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(SH) (- 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

8、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9.312.875.070.561.255.08.78.716.221.6SH01SH02SH01SH02生抽老抽酱油风味酱油量金额Source :Consumer Panel结论和暗示结论:市场宏大，每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

9、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By 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, 但情愿花8元买老抽老抽经过提高浸透率获得市场份额

10、, 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.Switch Index9474121时机:生抽和风味酱油用于冷菜, 凉拌和蒸菜 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) 但也有人担忧新颖度的问题, 由于在家里会保管较长时间 时机 1. 1 L 桶装2. 玻璃瓶, 高档酱

11、油Switch Index1099594消费者购买行为 上海 消费者的情况-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/风味酱油转换重度消费者的消费行为上海 消费者比率- 酱油种类消费者比率 包装 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Consumer Purchase Behavior- BJPenetra

12、tionQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PricePenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PriceSoy Sauce TypeSoy Sauce PackageEach BJ Household consume 10L and spend 38RMB BJ is similar as SH, dominated by Jiangyou with high penetration and loyalty BJ is

13、 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, and with higher volume per time ( 2 bottle/ pouch per time, 1 barrel per t

14、ime) due to less convenient of shopping environment compared to SH Opportunity for 1L bottle/ barrel不用翻Heavy consumer Purchase Behavior- BJ 82% heavy user are regular only or regular + light buyer 31% heavy user are glass bottle exclusive user, Medium user are more duplicate user, who like to try di

15、fferent type of SS, easy to upgrade to other% of buyer-Type of SS% of buyer - Package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

16、Regular soy sauce dominate heavy 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

17、glass bottle to heavy user for vol/val share不用翻Consumer Purchase Behavior- GZPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PricePenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PriceSoy Sauce TypeSoy Sauce PackageGZ consume less ( 6.6L)but spend most (44RMB

18、) 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) about 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

19、 strong with Bulk with the cheapest price 不用翻Heavy consumer Purchase Behavior- GZ 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 of light user are only use one type of soy sauce: either light or regular Soy sauce 5

20、5% of light user are exclusive one package user either Glass bottle or barrel% of buyer - Type of SS% of buyer - Package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 barrel不用翻通路: - 上海以现代通路为主( ov

21、er 90%)- 北京/广州的主要通路也是卖场和超市(占80%) Volume BasedValue Based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

22、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 & 菜肴数量北京广州上海= 蔬菜= 蔬菜= 蔬菜猪肉 牛肉/ 羊肉 海鲜/ 家禽+海鲜 猪肉 家禽/ 牛肉/ 羊肉+ 冬天种类较少海鲜 猪肉 家禽/ 牛肉/ 羊肉+目的-消除饥饿, 补充能量-方便快捷-消除饥饿-方便-营养/ 口味-结合整个家庭烹调方式 & 运用的酱油运用各种不同烹饪方式的家庭主妇比例: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/老抽生抽酱油市场细分: 运用Dipping 沾着吃St

23、ir frying 炒Braising 红烧Stewing 炖, 焖 Steaming 蒸Marinating 腌肉Mixing 拌着吃口味至关重要颜色至关重要颜色不能太深, 不然会覆盖食物的颜色, 酱油的口味是最重要的必需给食物带来亮红色, 口味来自于其他调味品,如糖对酱油的需求Dipping 沾着吃Stir frying 炒Braising 红烧Stewing 炖, 焖 Steaming 蒸Marinating 腌肉Mixing 拌着吃广州:生抽非常重要 (蒸, 炒, 也可用作其他各种用途)老抽偶尔运用蘸的酱油上海群众消费者: 酱油+ 生抽用于蘸食, 凉拌高档消费者: 生抽+ 老抽或酱油,

24、 有些运用较贵的蘸酱油北京群众消费者: 仅运用酱油, 或加一点生抽高档消费者: 酱油/ 老抽+ 生抽有些运用较贵的蘸酱油不同城市不同运用方式:酱油市场细分: 运用口味至关重要颜色至关重要烹调方式和酱油的趋势上海Volume BasedValue Based更多的海鲜/蔬菜更少的肉类 更多的蒸/炒较少的红烧/焖趋向老抽更多的生抽/风味酱油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压力 运用较少酱油 ( 平均消费量: 在上海减少3.

25、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% )Sales Volume 000 LiterGrowth Rate: -2.5% Sales Value M. RMBGrowth Rate: 2.5%Average Price is 5.1% higher than year ago. On 100% Loss (-272)Dark Soy 96Flavor Soy 79Light Soy 916.9%4.7%88.4%On 100% Loss (-172)Plastic Bottle 75Barrel 96Glass Bo

26、ttle 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:Censydiam Model For CookingIndividualRecognitionWithdrawing to Inner WorldGoing to Outer Wor

27、ldFun/ Enjoy cookingFinish the cooking dutyBelonging Do for myself IntegrationHarmony and integrateCalm down insecure, be recognitionCare & Nourish familyShow off cooking skill, show my valueCook Segment and NeedsFun/ Enjoy cookingHarmony & integrateBelongingShow off cooking skill, show my valueDo f

28、or 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 appreciation#6 7% cook for impress#4 14% save faceSoy Sauce Current PositionFu

29、n/ 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 cooking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% C

30、ook for appreciation#6 7% cook for impress#4 14% save faceLKKLaocaiKnorrHaitianSeagullNew LCAMOYCity Culture & Attitude Difference 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, ev

31、en very small company- 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 int

32、eresting 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 “ Tha

33、t is the best I can doResult Oriented- Dream to be excellent white collar, high income, 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 perfor

34、mance 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 hardBJSH不用翻Conclusion & ImplicationConclusion:Stir fry is main cooking way, Cantonese is more steaming and SH is more braisingTrend is more steaming

35、 and light tasteDifferent need for different SSColor oriented for braisingTaste oriented for steaming/DippingMost 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 assuranceImpli

36、cation:New innovation which can suit for new cooking trend:for steaming/ dipping SSless salty SSTarget 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 tas

37、te resultBrand CompetitionPerceptual Mapping - GuangzhouDippingMixingCookingLow qualityHigh 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 ave

38、rage quality不用翻Perceptual Mapping - ShanghaiDippingMixingCookingLow qualityHigh qualityMaggieKikkomanLKKSeagullHai TianLao CaiAmoyKnorrTotoleBanquetMasterJiang you in generalLao chou in generalSheng chou in generalJiang you (have to cook before use)Perceptual Mapping - DippingMixingCookingLow qualit

39、yHigh qualityMaggie(described as “seafood soy sauce)Mass usersJiang you in generale.g. Kun Pai, Jin ShiLao chou in generale.g. Amoy, LKKSheng chou in generale.g. Amoy, LKKPremium UsersJiang you in general不用翻Perceptual Mapping Likely Scenario in the FutureDippingMixingCookingLow qualityHigh qualityEx

40、pensive soy saucee.g Maggi, Master & Kikkoman (SH)Lao Choufor braising stewingSheng chou for general cookingShen Chou for dipping/ mixing(older, less well-off people)Ordinary jiang youfor braising, stewing (BJ/ SH)The market seems to be going to the direction of more distinctive use by type , and on

41、 the stage of upgradingBrand Awareness (Feb. 17-Mar. 16)TOMSpontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Shanghai Guangzhou KnorrLaocaBrand AwarenessShanghai Guangzhou KnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpon

42、taneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Brand Image-SH(Feb 17-Mar 16)Laocai Knorr Haitian AmoyBring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole fa

43、mily healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than othersBrand Image-GZ(Feb 17-Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade fr

44、om natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haitian Amoy不用翻Brand Image-BJ(Feb 17-Mar 16)Bring out XianGive Dish color q

45、uicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haiti

46、an Amoy Jinshi不用翻Brand Awareness And Image-SH不用翻Brand Awareness And Image-GZ不用翻Brand Awareness And Image-GZ不用翻Brand Competition- Val. ShareSH+E1+GD+BJ East Shanghai Guangzhou GuangdongLaocai is No.3 in area where we forcusKnorr has good performance in East/SH after relaunch, but need to improve in G

47、D Dish in TVC is no relevant to Cantonese, not sure the quality of taste Cantonese more enjoy eating whilst Shanghainese is more end-performance driven Knorr still weak in BJ due to later Media supporting in BJSH: Key Competitor Within Each Segment-Val Share55.014.78.721.6SH02Flavor S. SauceRegular

48、S. SauceDark S. SauceLight S. SauceFlavor SSRegular SSDark SSLight SSBJ: Competitor Within Each Segment-Val Share 8.7Light Soy SauceDark Soy SauceRegular Soy SauceFlavor SSRegular SSDark SSLight SSSource : Consumer Panel 不用翻GZ: Competitor within each segment-Val Share Light Soy SauceDark S

49、oy SauceRegular Soy SauceFlavor SS27.765.92.4Light SSDark SSRegular SSSource : Consumer Panel 不用翻Conclusion & ImplicationConclusionKnorr Awareness:SH: increasing awareness and usage stableGZ: good media awareness and brand awareness, but weak on usage ( relevant on dish as well as the key benefitin

50、TVC?)BJ: still weak due to late TVC on airKnorr Image:SH: lead the image on “ make kid smart, still weak on others if compared the key competitorGZ: relative strong, which comes from strong bouillon positionBJ: very weak, only Amoy/Jinshi lead the imageKey Competitor: different competitor in each se

51、gment in each cityRegular: Amoy/Jinshi/SeagullLight/Dark: Haitian/ LKKFlavor: LKK/TotoleImplication:Wait more information and judge, but need to review the communication: steaming dish for GZ which is more relevantcommunicate more on taste?Different strategic for each marketGZ: Increase penetration

52、and conversion with sampling, and more innovation SH: continuous media support to grow penetration and loyalty on Dark/Regular soy sauceSH: new innovation in Light/Flavor soy sauceBJ: Need media support to awareness then penetration with samplingSensory Overview Fermented1998 - 2001Sensory screening

53、 of commercial productsMapping 22 commercial products Shanghai using QDA.10 Sensory directions were identified.About 95 other Shanghai products were grouped into the 10 sensory directions.10 products were selected, one for each of the sensory directions for consumer liking test.In-home product test

54、with commercial productsProducts were tested in consumer liking test, QDA tested as such and in a controlled dish (without meat).Attributes were identified important for liking of braising and dipping products.Xien is found to be an important attribute for Chinese consumer. The meaning and the relat

55、ion with liking is unclear.Xien panelA xien panel is set up consisting of from origin Chinese people.A xien matrix was made of food and culinary product in general. In soy sauces xien is related to the QDA attributes that the Dutch panel uses.QDA and In-home product test with prototypesA second liki

56、ng test (10 products) was performed with prototypes for a braising, dipping and all purpose product. The products were also tested in QDA panel.The panel has taken part in the developing process of optimising the braising, dipping and all purpose product.Correlations were calculated of QDA, liking a

57、nd consumer attributes, chemical/physical data.Important attributes (sensory, consumer, chemical/physical) for liking are identified.Sensory screening and Consumer test with Controlled Key drivers The panel is retrained using the Spectrum method to be able to work for the key drivers project making

58、a model.Key drivers for liking was set up to be able to make a model to predict liking with sensory and chemical attributes and thus ingredients.不用翻Sensory Fermented Directions in commercial braising soy saucesMapping commercial products Shanghai using QDA (Report VD 99 0024).10 Sensory directions w

59、ere identified.KNsgSGglAMglYHdbMGseKKssWHssWTslcoffeetreacleanimalfermentedliquoricemedicinrye-breadcheesemaggismokeyrubber/tarparfumisticolivesfish-likecaramelfruitysweetsoursaltalcoholrye-breadcervelaatburntearthymetalbitter-2-1012Dim 1 (38%)-3-2-1012Flavour (aroma & taste)LCgaWAksLKssFERMENTED al

60、coholicTREACLESMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim 2 (32 %)不用翻Sensory FermentedConsumer liking of commercial soy sauces10 products were selected, one for each of the sensory directions for consumer liking test.Product were tested in consumer liking test, QDA tested as such and in