酱油基础知识及市场分析

酱油基础知识及市场分析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金额平均价格(元/升)广州北京上海生抽5.97.45.9老抽6.37.96.1酱油10.03.63.4风味11.86.16.6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广州生抽,老抽

&

“蘸”的(Sheng

chou,

laochou

&

dipping)Beijing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

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Beijing北京

By

class档次(Cooking

&

dipping/mixing()Premium

users高档使用红烧的

& 沾的 者)(Stewing

&

dipping) By

acceptance

level可接受的水平(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表面),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Segmentation

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基本上不加任何酱油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(但现在有专门的卤水汁可代替酱油

)通常需要较深的颜色Braising

(red

stew,hongStewing炖,焖-和红烧相似，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>>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)(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/老蔡酱油(SH/BJ)老抽(SH/BJ)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75.070.561.255.013.914.712.85.59.35.58.78.716.221.6SH"01SH"02SH"02-逐渐向老抽和风味酱油过度生抽 老抽 酱油10.2

11.2风味酱油量SH"01金额Source

:Consumer

Panel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

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

Index9474121机会:生抽和风味酱油用于冷菜,凉拌和蒸菜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.瓶,在罐入先买瓶装,然后将袋装酱油罐入瓶装内,然后买新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1

L桶装玻璃瓶,高档酱油Switch

Inde1099594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-酱油种类消费者比率–包装上海市场在不断变化,75%的消费者会使用至少两种种类和两个包装的酱油Source

:Consumer

PanelConsumer

Purchase

Behavior-

BJPenetrationQB(Liter)/NB

EXP

(RMB)

/NB#

of

PurchaseLoyalty

RateAverage

PricePenetrationEXP

(RMB)

/NB#

of

PurchaseLoyalty

RateAverage

PriceSoy

Sauce

PackageQB(Liter)/NBSoy

Sauce

TypeEach

BJ

Household

consume10L

and

spend

38RMBBJ

is

similar

as

SH,dominated

by

Jiangyou

withhigh

penetration

and

loyaltyBJ

is

forecast

to

follow

SHto

upgrade

to

Light/Dark

SSalthough

very

low

penetrationnowDifferent

from

SH,

G.Bottleand

barrel

are

much

importantthan

Pouch,

even

withJiangyouBeijinese

has

lesspurchase

frequencycompared

to

SH,

and

withhigher

volume

per

time

(

2bottle/

pouch

pertime,

1

barrel

per

time)

due

toless

convenient

of

shoppingenvironment

compared

to

SHOpportunity

for

1L

bottle/barrel不用翻Source

:Consumer

PanelHeavy

consumer

Purchase

Behavior-

BJ82%

heavy

user

are

regular

only

or

regular

+

light

buyer31%

heavy

user

are

glass

bottle

exclusive

user,Medium

user

are

more

duplicate

user,

who

like

to

try

different

type

of

SS,

easyupgrade

to

other%

of

buyer-Type

of

SS%

of

buyer

-

Package不用翻Source

:Consumer

PanelH/M/L

User

profile

and

What

they

use

-

BJSoy

sauce

used

by

H/M/L

userHeavy

use

use,

20%

of

population,

but

consume50%

of

volumeThey

are

clearly

skew

to

low

income

and

bigfamily,

affordable

is

very

importantRegular

soy

sauce

dominate

heavy

user’

basketMedium

are

more

medium

incomeLight

are

small

familyMedium

and

light

user

are

easy

to

upgrade

todark/

light

soy

sauceOpportunity:Target

Medium

user

first

with

Dark/light

soysauce

in

Barrel/G.Bottle

to

build

imageSell

affordable

regular

soy

sauce

in

glass

bottleto

heavy

user

for

vol/val

share不用翻Source

:Consumer

PanelConsumer

Purchase

Behavior-

GZPenetrationQB(Liter)/NB

EXP

(RMB)

/NB#

of

PurchaseLoyalty

RatePenetrationEXP

(RMB)

/NB#

of

PurchaseLoyalty

RateAverage

PriceSoy

Sauce

TypeSoy

Sauce

PackageQB(Liter)/NBGZ

consume

less

(

6.6L)butspend

most

(44RMB)

on

soysauce,

esp.

on

Light

soy

sauceLess

purchase

frequency,

lessvol.

purchase

each

time

exceptLight

soy

sauce

(

mainly

1

barrelor

1

bottle

each

time)about

50%

user

buy

soy

sauce

inbottle

and

barrel,

but

29%

areexclusive

Glass

bottle

only,

and12%

barrel

onlyNo

pouch

in

GZ,

but

stillquite

strong

with

Bulk

withthe

cheapest

priceAverage

Price不用翻Source

:Consumer

PanelHeavy

consumer

Purchase

Behavior-

GZHeavy

user

not

only

use

light

soy

sauce,

but

also

regular

and

Dark

soy

sauceMost

of

heavy

user

buy

bottle

and

barrelMore

than

half

of

light

user

are

only

use

one

type

of

soy

sauce:

either

light

orregular

Soy

sauce55%

of

light

user

are

exclusive

one

package

user

either

Glass

bottle

or

barrel不用翻%

of

buyer

-

Type

of

SS %

of

buyer

-

PackageSource

:Consumer

PanelWho:

H/M/L

User

profile

and

What

they

use

-

GZSoy

sauce

used

(Vol)by

H/M/L

userHeavy

user

use

is

big

familyHeavy

user

is

more

light

soy

sauce

in

barrel不用翻Source

:Consumer

Panel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

Based Value

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:

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&菜肴数量北京广州上海=蔬菜=蔬菜猪肉>牛肉/羊肉>海鲜/家禽+海鲜>猪肉>家禽/牛肉/羊肉+=蔬菜å冬天品种较少海鲜>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-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Stewing

炖,焖Marinating腌肉口味至关重要Mixing拌着吃Steaming蒸

Dipping沾着吃Stir

frying炒Braising红烧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须给食物带来亮红色,口味来自于其他调味品,如糖对酱油的需求Source

:

Knorr

Brand

Key

Quali.

2003Dipping沾着吃Stir

frying炒Braising红烧Stewing

炖,焖Marinating腌肉-生抽非常重要(蒸,炒,也可用作其他各种用途)-老抽偶尔使用-蘸的酱油上海-大众消费者:酱油+生抽用于蘸食,凉拌-高档消费者:生抽+老抽或酱油,有些使用较贵的蘸酱油北京-大众消费者:仅使用酱油,或加一点生抽-高档消费者:酱油/老抽+生抽-有些使用较贵的蘸酱油不同城市不同使用方式:酱油市场细分:运用口味至关重要Mixing拌着吃Steaming蒸广州:颜色至关重要Source

:

Knorr

Brand

Key

Quali.

2003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•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更多的蒸/炒较少的红烧/焖使用较少酱油(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

Rate:

-2.5%Sales

Value

M.

RMBGrowth

Rate:

2.5%Average

Price

is

5.1%higher

than

year

ago.Source

:Consumer

PanelDark

Soy

96Flavor

Soy

79Light

Soy

916.9%4.7%88.4%On

100%

Loss

(-172)Plastic

Bottle

75Barrel

96Bulk

817.1%On

100%

Gain(+13)3.9%Jiangyou

still

dominate

the

market

in

SH,

but

switch

to

Dark

SS,

as

well

FlavorPouch

is

still

popular

in

SH,

but

switch

to

Barrel

as

well

G.BOn

100%

Loss

(-272)Soy

Sauce

Switch

Way:GlassBottle

90Source

:ConsumerPanelCensydiam

Model

For

CookingIndividualRecognitionWithdrawing

toInner

WorldGoing

toOuter

WorldFun/

EnjoycookingFinish

thecooking

dutyBelongingDo

for

myselfIntegrationHarmony

andintegrateCalm

downinsecure,

berecognitionCare

&NourishfamilyShow

offcooking

skill,show

my

valueSource

:

Palatex-CensydiaCook

Segment

and

NeedsFun/

EnjoycookingHarmony

&integrateBelongingDo

formyselfCalm

downinsecure,

berecognitionFinish

thecooking

dutyCare

&Nourish#1

15%Creatingillusion

ofcooking#2

27%Cookingfor

love#3

14%Cook

forsurvive#7

11%Keeping

allin

balanceShow

offcooking

skill,show

my

value#

8

8%show

off#

5

4%

Cook

forappreciation#6

7%

cookfor

impress#4

14%

savefaceSource

:

Palatex-CensydiaSoy

Sauce

Current

PositionFun/

EnjoycookingHarmony

&integrateBelongingDo

formyselfCalm

downinsecure,

berecognitionFinish

thecooking

dutyCare

&Nourish#1

15%#2

27%Cookingfor

love#3

14%Cook

forsurvive#7

11%Keeping

allin

balanceShow

offcooking

skill,show

my

value#

8

8%show

off#

5

4%

Cook

forappreciation#6

7%

cookfor

impress#4

14%

savefaceLKKLaocaCireatingillusion

ofcookingHaitianSeagullNew

LCAMOYKnorrSource

:

Palatex-CensydiaCity

Culture

&

Attitude

DifferenceSource

:

KnorrBrand

Key

Quali.

2003

+

otherqualiChengduBeijingGuangZhouEnjoy

Tasty

FoodTop

important:

Money,

more

realistic,

down

toearthBe

pound

of

food

culture

(

rich

and

variable

food)Want

to

be

a

boss,

even

very

small

companyPut

many

effort

on

cooking,

and

many

enjoy

itGreat

pleasure

in

eating

than

functional

valuesEmphasis

on

freshness

and

naturalnessFamily

oriented

although

kid

is

importantSelf

image:

capable,

great

cook

“

I

feel

good”TraditionalDream

to

be

a

powerful

officer,

moreinterestingin

Politic

rather

than

foodFood

is

not

hot

topic,

less

effort

spent

in

cookingMore

basic

in

cooking

&

eating,

a

routine

andnecessity-

Ensure

balance

and

naturalnesswhole

family-

Self

image

as

a

cook:

not

expert,

but

feel

all

right“

That

is

the

best

I

can

do”Result

OrientedDream

to

beexcellentwhitecollar,

high

income,

great

livingstandFamous

to

be

Good

at

balancevalue

and

money,

capablehousewifeModern

and

open

to

WesternExtremely

kid

oriented,

kid’success

is

their

dreamSee

the

functional

roleof

meal:better

performance

now

andShafnugthuraraeiBuy

fresh

food

not

only

tastybut

also

helpful

on

nutritionPut

great

effort

on

cooking,Self

image:

Ok

to

be

a

great

cook”I

try

hard”BJSH-Kid

preference

influence

me,b不ut

th用ink

mo翻re

forConclusion

&

Implication

Stir

fry

is

main

cooking

way,Cantonese

is

more

steaming

and

SHis

more

braising

Trend

is

more

steaming

and

lighttasteDifferent

need

for

different

SS–

Color

oriented

for

braising

Most

of

Chinese

are

family/kidorientedshow

the

love:

27%

or

control

and

balanceeverything:15%or

just

finish

the

cooking

job:14%

Still

11%

are

very

insecure

cookingway,

need

to

assuranceConclusion:

Implication:

New

innovation

which

can

suitfor

new

cooking

trend:for

steaming/

dipping

SSless

salty

SS

Target

consumer

who

is

caringand

harmony

need

mother

which

is

42%–

Taste

oriented

for

steaming/Dippi•ng

Very

few

Chinese

is

foodindulgence

oriented,

should

LCtarget

not

only

showoffhousewife,

but

also

target

thosewho

need

secure

super

tasteresultBrand

CompetitionPerceptual

Mapping

-

GuangzhouDippingMixingCookingHigh

qualityMaggieMasterLKKJammy

ChaiHai

TianKnorrAmoyZhu

JiangshopsIn

GZ,

quality

issignaled

by

brand

&priceAlmost

all

products

inmarket

are

consideredof

at

least

averagequalityLow

qualityCheap

brandssold

by

hawkers,small

corner不用翻Source

:

Knorr

Brand

Key

Quali.

2003Perceptual

Mapping

-

ShanghaiDippingMixingLow

qualityHigh

qualityMaggieKikkomanSeagullCookingHai

Tian

LKKLao

CaiAmoyKnorrTotoleBanquetMasterJiang

you

in

generalLao

chou

in

generalSheng

chou

in

generalJiang

you(have

to

cook

before

use)Source

:

Knorr

Brand

Key

Quali.

2003Perceptual

Mapping

-

BeijingDippingMixingCookingLow

qualityHigh

qualityMaggie(described

as“seafood

soy

sauce”)Mass

usersJiang

you

in

generale.g.

Kun

Pai,

Jin

ShiLao

chouin

generale.g.

Amoy,

LKKSheng

chou

in

generale.g.

Amoy,

LKKPremiumUsersJiang

youin

general不用翻Source

:

Knorr

Brand

Key

Quali.

2003Perceptual

Mapping

–

LikelyScenario

in

the

FutureDippingMixingLow

qualityExpensive

soy

saucee..g

Maggi,

Master&

Kikkoman

(SH)Shen

Chou

for

dipping/

mixing(older,

less

well-off

people)High

qualityLao

Choufor

braising

stewingSheng

chou

for

general

cookingOrdinary

jiang

youfor

braising,

stewing

(BJ/

SH)CookingThe

market

seems

to

begoing

to

the

direction

ofmore

distinctive

use

bytype

,

and

on

the

stageof

upgradingSource

:

Knorr

Brand

Key

Quali.

2003Brand

AwarenessTOMSpontaneousAwarenessEvery

TrialMost

OftenTVCAwarenessOther

MediaAwarenessConsideration(Top

2

Boxes)(Feb.

17-Mar.

16)Shanghai

GuangzhouBeijingKnorrLaocaSource

:

ATP

TrackingBrand

AwarenessShanghai

GuangzhouBeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneousAwarenessEvery

TrialMost

OftenTVCAwarenessOther

MediaAwarenessConsideration(Top

2

Boxes)Source

:

ATP

TrackingBrand

Image-SH(Feb

17-Mar

16)Laocai

Knorr

HaitianSource

:

ATP

TrackingAmoyBring

out

XianGive

Dish

color

quicklyStrong

soy

bean

tasteIs

cooking

expertIs

innovation

brandfrom

natural

ingredientHelp

kid

smartMake

whole

family

healthAdd

nutrition

to

dishGood

value

for

moneyOffer

something

uniqueIs

better

on

cookingIs

better

for

dippingake

dish

more

appetizingbetter

quality

than

othersBrand

Image-GZBring

out

XianGive

Dish

color

quicklyStrong

soy

bean

tasteIs

cooking

expertIs

innovation

brande

from

natural

ingredientHelp

kid

smartMake

whole

family

healthAdd

nutrition

to

dishGood

value

for

moneyOffer

something

uniqueIs

better

on

cookingIs

better

for

dippingMake

dish

more

appetizingbetter

quality

than

others(Feb

17-Mar

16)Knorr

HaitianAmoy不用翻Source

:

ATP

TrackingBrand

Image-BJ(Feb

17-Mar

16)Bring

out

XianGive

Dish

color

quicklyStrong

soy

bean

tasteIs

cooking

expertIs

innovation

brande

from

natural

ingredientHelp

kid

smartMake

whole

family

healthAdd

nutrition

to

dishGood

value

for

moneyOffer

something

uniqueIs

better

on

cookingIs

better

for

dippingMake

dish

more

appetizingbetter

quality

than

othersKnorr

Haitian

AmoySource

:

ATP

TrackingJinshi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

EastShanghaiBeijingGuangzhouGuangdongSource

:

Retail

AuditLaocai

is

No.3

in

area

where

we

forcusKnorr

has

good

performance

in

East/SH

after

relaunch,

but

need

to

improve

in

GDDish

in

TVC

is

no

relevant

to

Cantonese,

not

sure

the

quality

of

tasteCantonese

more

enjoy

eating

whilst

Shanghainese

is

more

end-performance

drivKnorr

still

weak

in

BJ

due

to

later

Media

supporting

in

BJSH:

Key

Competitor

Within

Each

Segment-Val

ShareFlavor

S.

SauceRegular

S.

SauceDark

S.

SauceLight

S.

SauceFlavor

SS14.7Regular

SS55.021.6Dark

SS8.7Light

SSSH"02Source

:

Consumer

PanelBJ:

Competitor

Within

Each

Segment-Val

ShareLight

Soy

SauceRegular

Soy

SauceFlavor

SS1.2Dark

Soy

SauceFlavor

Soy

SauceSource

:

Consumer

PanelDark

SS8.78.0Light

SS不用Regu翻lar

SS82.2GZ:

Competitor

within

each

segment-Val

ShareLight

Soy

SauceRegular

Soy

SauceFlavor

SSRegular

SS27.72.4Dark

SS不用翻Light

SS65.9Dark

Soy

SauceFlavor

Soy

SauceSource

:

Consumer

PanelConclusion

&

ImplicationConclusionKnorr

Awareness:SH:

increasing

awareness

and

usage

stable

GZ:

good

media

awareness

and

brandawareness,

but

weak

on

usage

(

relevanton

dish

as

well

as

the

key

benefit”in

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

keycompetitor

GZ:

relative

strong,

which

comes

fromstrong

bouillon

position

BJ:

very

weak,

only

Amoy/Jinshi

lead

theimage

Key

Competitor:

different

competitor

ineach

segment

in

each

cityRegular:

Amoy/Jinshi/SeagullLight/Dark:

Haitian/

LKKFlavor:

LKK/TotoleImplication:

Wait

more

information

and

judge,

butneed

to

review

the

communication:

steaming

dish

for

GZ

which

is

morerelevantcommunicate

more

on

taste?Different

strategic

for

each

market

GZ:

Increase

penetration

and

conversionwith

sampling,

and

more

innovation

SH:

continuous

media

support

to

growpenetration

and

loyalty

on

Dark/Regularsoy

sauce

SH:

new

innovation

in

Light/Flavor

soysauce

BJ:

Need

media

support

to

awarenessthen

penetration

with

samplingSensory

Overview

Fermented1998

-

2001Sensory

screening

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

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.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

theQDA

attributes

that

the

Dutch

panel

uses.QDA

and

In-home

product

test

with

prototypesA

second

liking

test

(10

products)

was

performed

with

prototypes

for

a

braising,

dipping

and

all

purposeproduct.

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

and

consumer

attributes,

chemical/physical

data.Important

attributes

(sensory,

consumer,

chemical/physical)

for

liking

are

identified.Sensory

screening

and

Consumer

test

with

Controlled

Key

driversThe

panel

is

retrained

using

the

Spectrum

method

to

be

able

to

work

for

the

key

drivers

project

making

a

model.Key

drivers

for

liking

was

set

up

to

be

able

to

make

a

model

to

predict

liking

with

sensory

andchemical

attributes

and

thus

ingredients.Xien

is

found

to

be

an

important

attribute

fo不r

Chi用nese

c翻onsumer.The

meaning

and

the

relation

with

liking

isSensory

FermentedDirections

in

commercial

braising

soy

sauceKNsgYHdbMGse

SGglWHssWTslKKsscoffeetreacleanimalfermentedrubber/tarcaramelsweetrye-bread

olives

cheese

smokeyearthybitter

fish-like-2-112Dim

1

(38%)-3-2-1012LCga

burntWAksLKssalcoholFERMfErNuTitEtEyDalcoholicTREACLESMmOagKgEiYrye-breadBURNTSPICYMapping

commercial

products

Shanghai

using

QDA

(Report

VD

99

0024).10

Sensory

directions

were

identified.Flavour

(aroma

&

taste)ANIMALICliquoriceLIQUORICEmedicinMEDICINALparfumisticMAmGetGaIlcervelaatsaltsourCHEESY0Dim

2

(32

%)不用AMgl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

a

controlled

dish

(without

meat).不用翻Braising,Right

Glossiness,Perfect

Dish+Sweet,

TreacleCitric

Acid,pHVariance

Explained:81%

(cons.)

-

68%

(QDA)

-

73%

(chem.)Expressed

as

factors

e.g.:Liking

=

-0.140

*

Sour

+

0.092

*

Sweet

+..LikingSalt_Astringent,Sour,

Bitter,SaltNaCl

NitrogenAcetic

acidphenylethanolA

second

liking

test

(10

products)

was

performed

with

prototypes

for

a

braising,

dipping

and

all

purposeproduct.

The

products

were

also

tested

in

QDA

panel.Correlations

were

calculated

of

QDA,

liking

and

consumer

attributes,

chemical/physical

data.Important

attributes

(sensory,

consumer,

chemical/physical)

for

liking

are

identified.Sensory

FermentedCorrelations

with

liking

for

prototypes

of

soy不用翻Sensory

FermentedWhat

does

XIEN

mean?Xien

is

found

to

be

an

important

attribute

for

Chinese

consumer.

The

meaning

and

the

relation

with

likingis

unclear

(report

VD

99

0403).A

xien

panel

is

set

up

consisting

of

from

origin

Chinese

people.First

by

means

or

group

discussions

a

xien

matrix

was

made

of

food

and

culinary

product

in

general.不用翻Sensory

FermentedSweet/Sour/Salt

balance

influences

xienXien

is

found

to

be

an

important

attribute

for

Chinese

consumer.

The

meaning

and

the

relation

with

likingis

unclear.A

xien

panel

is

set

up

consisting

of

from

origin

Chinese

people.In

a

series

of

soy

sauces

xien

is

related

to

the

QDA

attributes

that

the

Dutch

panel

uses.不用翻Sensory

FermentedScreening

ingredients

to

influence

key

driveA

QDA

panel

screened

ingredients

to

become

able

to

control

the

selected

key

drivers

for

braising

soy

sauces.For

the

following

drivers

ingredients

were

found

to

influence

the

related

attributes:ODOUR:

Molasse

for

LiquoriceAPPEARANCE:

Caramel

for

Brown

colour

/

Red

Koji

for

Red

colour/

Textra

for

Viscosity,TransparencyTASTE:

Organic

acid

for

animal,

sour/

Cyclamate

for

sweet/

Makno

for

Savoury,

MaggiIn

a

Spectrum

panel

the

sensorial

effect

of

the

selected

ingredients

were

measured

in

a

standardised

braisingpork

dish.

Three

concnetration

levels

were

selected

to

use

in

the

consumer

test.A

Taguchi

design

has

been

used

in

which

combinations

of

drivers