中国酱油市场分析.PPT

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1、中国酱油市场分析 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望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 B

2、rand Competition and Image 品牌形象和竞争Market Share of Brands 品牌市场份额Brand awareness and Image 品牌知名度和美誉度 Key driver for overall liking(sensory)驱动喜好的主要因素(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Source:ACNielsen RASource:TNSofres CP年人均消费 调味品中最大的品类，渗透率达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

3、每年消费酱油量最多，而广州的人均花费最高。Soy Sauce MKT Structure 酱油市场结构消费量消费量消费金额消费金额平均价格(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 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，预计也将和上海一样，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(Sh

4、eng chou,lao chou&dipping)Beijing 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/mixing 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

5、&dipping/mixing)红烧的红烧的&沾的沾的(Stewing&dipping)Beijing 北京北京By class 档次档次(Premium users高档使用者高档使用者)By acceptance level 可接受可接受的水平的水平(大众消费者大众消费者)其他细分准则:Segmentation of Soy Sauce 酱油细分酱油产品都以使用来细分使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(所有城市，主要在北京)一般炒菜(所有城市)Segmentation of Soy Sauce 酱油细分Dipping 沾沾-

6、用于蘸鱼，肉，海鲜，蔬菜，用于蘸鱼，肉，海鲜，蔬菜，馄饨等馄饨等.-食品可以是蒸过的或是煮过食品可以是蒸过的或是煮过的，口味较淡的，口味较淡-火锅火锅-广州广州: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,用最少的其他调味品，称用最少的其他调味品，称为为清蒸清蒸-如如.蒸鱼蒸鱼(酱油通常在烧完后洒在酱油通常在烧完后洒在表面表面),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)如黄瓜如黄瓜,海海蜇蜇,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，并与酱油和油相拌炒面，并与酱油和油相拌Seg

7、mentation 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可以是事先腌过的-很多家庭主妇在炒蔬菜时基本上很多家庭主妇在炒蔬菜时基本上不加任何酱油不加任何酱油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)将烧成将烧成半熟，然后加老抽，糖，等煮半熟，然后加老抽，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,在北京很普遍在北京很普遍-广州广州 卤水肉，卤

8、水鸭等卤水肉，卤水鸭等(但现在但现在有专门的有专门的卤水汁可代替酱油卤水汁可代替酱油)-通常需要较深的颜色通常需要较深的颜色Stewing 炖炖,焖焖-和红烧相似，但须更常的时间和红烧相似，但须更常的时间-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

9、)-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-宽更高档酱油细分市场与品牌的联系经济实惠发展趋势-上海:-普通酱油仍处主导地位-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 Pan

10、el结论和暗示结论:市场巨大，每个地区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发展，特别是上海，北京随之暗示:必须重视的具有吸引力的市场每个地区的每个细分市场需要不同的策略GZ:开发高档产品SH:开发老抽生抽以提高形象和毛利BJ:为了品牌形象需要老抽生抽，但也得注重普通酱油市场以获得市场份额消费者行为渗透率:-基本上每个人都使用酱油，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渗透率Source:Consumer Panel-Y2002By Type of S.SauceBy Package of S.Sauce消费者的购买行为上海 每个家庭

11、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 普通酱油使用者也购买其他酱油,平衡高档酱油和大众化酱油,不同的烹饪方法是用不同的酱油每次购买,她们愿意花3元买普通酱油或者是风味酱油,但愿意花8元买老抽老抽通过提高渗透率获得市场份额,但还有很大的空间继续发展.同时,酱油有着很高的渗透率,但比去年有所减弱.Switch IndexSwitch Index94947474121121机会机会: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

12、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 消费者愿意为买瓶装而多付出 -塑料瓶:轻,容易携带,并比玻璃瓶便宜 -玻璃瓶:跟高档/卫生/安全 桶装因方便,经济实惠以及消费者忠诚度的提高而发展(大包装,价格便宜)但也有人担心新鲜度的问题,因为在家里会保存较长时间 机会机会 1.1 L 桶装桶装2.玻璃瓶玻璃瓶,高档酱高档酱油油Switch IndexSwitch Index10910995959494消费者购买行为 上海Source:Consumer Panel 消费者的情况-上海 重度消费者,占人口的20%,但消费了总量

13、的40%,占金额的37%那些收入中等和较低的重度消费者仍然倾向于买袋装酱油,但与去年相比,使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 上海市场在不断变化,75%的消费者会使用至少两种种类和两个包装的酱油Source:Consumer PanelConsumer Purchase Behavior-BJPenetrationQB(Liter)/NB

14、EXP(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 forecast to follow SH

15、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 time)due to less convenient of

16、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%heavy user are glass bottle exclusive user,Medium user are more duplicate user,who like to try different type of

17、 SS,easy to upgrade to other%of buyer-Type of SS%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 Reg

18、ular 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 glass

19、bottle to heavy user for vol/val shareSource:Consumer Panel不用翻不用翻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 mo

20、st(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)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 stron

21、g with Bulk with the cheapest price Source:Consumer Panel不用翻不用翻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 regu

22、lar Soy sauce 55%of light user are exclusive one package user either Glass bottle or barrel%of buyer-Type of SS%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

23、barrelSource: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%)Volume BasedValue BasedSource:Consumer Panel结论&暗示结论:总体酱油的渗透率很高,但老抽和生抽的渗透率不高每年每个家庭的酱油花费在广州为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概为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

24、:在上海和北京,开发老抽和生抽酱油具有很大的机会每年的消费量很低,具有很大的空间提高消费量,有机会向高档酱油转换有机会发展1L包装有机会做各种酱油的联合促销有更多的机会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结构&菜肴数量北京北京北京北京广州广州广州广州上海上海上海上海=蔬菜蔬菜蔬菜蔬菜=蔬菜蔬菜蔬菜蔬菜=蔬菜蔬菜蔬菜蔬菜猪肉猪肉猪肉猪肉 牛肉牛肉牛肉牛肉/羊肉羊肉羊肉羊肉 海鲜海鲜海鲜海鲜/家禽家禽家禽家禽+海鲜海鲜海鲜海鲜 猪肉猪肉猪肉猪肉 家禽家禽家禽家禽/牛肉牛肉牛肉牛肉/羊肉羊肉羊肉羊肉+冬天品种较少冬天品种较少冬天品种较少冬天品种较少海鲜海鲜海鲜海鲜 猪肉猪

25、肉猪肉猪肉 家禽家禽家禽家禽/牛肉牛肉牛肉牛肉/羊肉羊肉羊肉羊肉+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-联结整个家庭Source:H&A +quali.烹调方式&使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

26、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须给食物带来亮红必须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.2003Dipping 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

27、用途也可用作其他各种用途)-老抽偶尔使用老抽偶尔使用-蘸的酱油蘸的酱油上海上海-大众消费者大众消费者: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,有些使用较贵有些使用较贵的蘸酱油的蘸酱油北京北京-大众消费者大众消费者:仅使用酱油仅使用酱油,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-有些使用较贵的蘸酱油有些使用较贵的蘸酱油不同城市不同使用方式不同城市不同使用方式:Source:Knorr Brand Key Quali.2003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

28、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健康问题 需要更多的健康饮食习惯烹调的时间压力 使用较少酱油 (平均消费量:在上海减少3.6%)花费更多 高质量,高档酱油 (每次购买的花费:增长4.5%)较少的购买频率(每年减少3.5%)Sales Volume 000 LiterGrowth Ra

29、te:-2.5%Sales Value M.RMBGrowth Rate:2.5%Average Price is 5.1%higher than year ago.Source:Consumer Panel On 100%Loss(-272)Dark Soy 96Flavor Soy 79Light Soy 916.9%4.7%88.4%On 100%Loss(-172)Plastic Bottle 75Barrel 96Glass Bottle 90On 100%Gain(+13)Bulk 817.1%3.9%Jiangyou still dominate the market in SH

30、,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 CookingIndividualRecognitionWithdrawing to Inner WorldGoing to Outer WorldFun/Enjoy cookingFinish the cooking dutyBelonging Do for mysel

31、f IntegrationHarmony and integrateCalm down insecure,be recognitionCare&Nourish familyShow off cooking skill,show my valueSource:Palatex-CensydiamCook Segment and NeedsFun/Enjoy cookingHarmony&integrateBelongingShow off cooking skill,show my valueDo for myselfCalm down insecure,be recognitionFinish

32、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 faceSource:Palatex-CensydiamSoy Sauce Current PositionFun/Enjoy cookingHarmony&integrateBelongi

33、ng 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%Cook for appreciation#6 7%cook for impress#4 14%save fac

34、eLKKLaocaiKnorrHaitianSeagullNew LCAMOYSource:Palatex-CensydiamCity Culture&Attitude Difference Source:Knorr Brand Key Quali.2003+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

35、 boss,even 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 interes

36、ting 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 c

37、an do”Result 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 performance now and future-Buy fr

38、esh 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

39、 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 assuranceImplication:New innovation which can s

40、uit 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 taste resultBrand CompetitionPerceptual

41、 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 average qualitySource:Knorr Brand Key Quali.

42、2003不用翻不用翻Perceptual Mapping-ShanghaiDippingMixingCookingLow qualityHigh qualityMaggieKikkomanLKKSeagullHai TianLao CaiAmoyKnorrTotoleBanquetMasterJiang you in generalLao chou in generalSheng chou in generalJiang you(have to cook before use)Source:Knorr Brand Key Quali.2003Perceptual Mapping-Beijing

43、DippingMixingCookingLow qualityHigh 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 generalSource:Knorr Brand Key Quali.2003不用翻不用翻Brand Awareness(Feb.17-Mar.16)TOM

44、Spontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Shanghai Guangzhou BeijingKnorrLaocaSource:ATP Tracking Brand AwarenessShanghai Guangzhou BeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneous AwarenessEvery Tr

45、ialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Source:ATP Tracking 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 family

46、healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than othersSource:ATP Tracking Brand Image-GZ(Feb 17-Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovati

47、on 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 Haitian AmoySource:ATP Tracking 不用翻不用翻Brand Image-BJ(Feb 17-

48、Mar 16)Bring out XianGive Dish color quicklyStrong 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

49、better quality than others Knorr Haitian Amoy JinshiSource:ATP Tracking 不用翻不用翻Brand Competition-Val.ShareSH+E1+GD+BJ East Shanghai Beijing Guangzhou GuangdongSource:Retail Audit Laocai is No.3 in area where we forcusKnorr has good performance in East/SH after relaunch,but need to improve in GD Dish

50、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 S.SauceDar