2019年酱油基础知识中国酱油市场分析.pptVIP

烹调方式和酱油的趋势—上海 Volume Based Value 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 Liter Growth Rate: -2.5% Sales Value M. RMB Growth Rate: 2.5% Average Price is 5.1% higher than year ago. Source :Consumer Panel On 100% Loss (-272) Dark Soy 96 Flavor Soy 79 Light Soy 91 6.9% 4.7% 88.4% On 100% Loss (-172) Plastic Bottle 75 Barrel 96 Glass Bottle 90 On 100% Gain (+ 13) Bulk 81 7.1% 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.B Soy Sauce Switch Way: Source :Consumer Panel Censydiam Model For Cooking Individual Recognition Withdrawing to Inner World Going to Outer World Fun/ Enjoy cooking Finish the cooking duty Belonging Do for myself Integration Harmony and integrate Calm down insecure, be recognition Care Nourish family Show off cooking skill, show my value Source : Palatex-Censydiam Cook Segment and Needs Fun/ Enjoy cooking Harmony integrate Belonging Show off cooking skill, show my value Do for myself Calm down insecure, be recognition Finish the cooking duty Care 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 face Source : Palatex-Censydiam Soy Sauce Current Position Fun/ Enjoy cooking Harmony integrate Belonging Show off cooking skill, show my value Do for myself Calm down insecure, be recognition Finish the cooking duty Care 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