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for consumers, organic seasoning is a good product, and also a sharp weapon for many traditional condiment enterprises to “overtake on the curve”. If we can preempt the position and wait until the wind blows, it is not impossible to fly to the sky quickly.
Soy sauce, as the largest category in the field of condiment, has become more and more popular in the market under the dual wheel drive of increasingly diversified consumer demand and industrial upgrading.
From the original single soy sauce product to the later soy sauce and old soy sauce, the main flavor is delicious, the main function of noodle mixing (eating) is fresh, and then the main health ingredient is 0
In recent years, the soy sauce market continues to rise, with the prevalence of consumer health trend, some organic soy sauce has become a new field of major brands. Many brands of organic soy sauce have just been launched.
However, from the market level, organic soy sauce is still in the “embryonic” stage, and the audience range is specific, there are certain limitations. Therefore, the future development of organic soy sauce remains to be observed.
Soy sauce, as a traditional condiment in China, has undergone tremendous changes in its development process. From the perspective of product types, soy sauce has been classified to the extreme. Nowadays, the number and category of products in the whole category of soy sauce can be described as “rich and colorful”.
At present, soy sauce and soy sauce are still the mainstream categories in the soy sauce market. For example, Haitian Jinbiao soy sauce and Haitian Volvariella mushroom soy sauce are all sold well for more than 60 years. In addition, on the platform of Jingdong, only 16875 results of “self-management of soy sauce with soy sauce” and 7150 results of “soy sauce with soy sauce” are displayed.
With the continuous changes of consumer cooking habits and product demand, the whole soy sauce category is subdivided again. For example, the main high-quality delicious noodles, the main color of soy sauce, black soy sauce and so on.
In this stage, soy sauce category is also the most “chaotic” period.
For example, some soy sauce enterprises covet the rapid growth of the high-quality soy sauce market. In order to increase the taste of the products, they began to add sodium glutamate (monosodium glutamate) or other flavor agents to improve the amino acid nitrogen content of the products; for better coloring, they added caramel color and sweetener; in order to better prevent corrosion, they added potassium sorbate and other preservatives At that time, “a meal to eat more than 30 additives” rumors were daunting.
With the increasing popularity of “food” and “soy sauce”, it is obvious that the “health” of consumers is increasing. In this context, a soy sauce named “three no add” began to appear in Chongqing market. However, in the market environment at that time, the product did not set off too much storm.
Until 2008, Qianhe flavor industry, which came from the cross-border business of caramel color, launched the first original flavor series and officially entered the zero additive soy sauce market. It positioned the zero addition soy sauce series products in the price range of 16-30 yuan / 500ml, far exceeding the price band of 5 yuan / 500ml in the soy sauce market at that time.
With Qianhe flavor industry officially landed in the capital market on March 7, 2016, its main “zero addition” series seasonings began to prevail in the industry. Today, there are as many as 2241 results of “zero addition soy sauce” on Jingdong platform alone.
Haitian, Li Jinji, Chubang, Jiajia, Xinhe (fresh in June), Qianhe, Qiaofu, Zhujiang bridge, Yutu, Shisheng, Taitaile, Luhua It can be said that all soy sauce enterprises or brands have “zero addition” products.
For a time, the whole category of “zero addition” was like “a lot of stars supporting the moon”, becoming the most popular category of soy sauce. And Qianhe flavor industry has become the biggest beneficiary of “zero addition” army.
However, a few days ago, the State Administration of market supervision and administration announced that it would solicit public opinions on the measures for the supervision and administration of food labels (Draft), which is intended to stipulate that the words “zero addition” and “non genetically modified” shall not be marked. The real problem is that some food packaging is so deceptive that it is marked with “zero addition”, but it is actually added. In other words, the so-called “zero addition” is sometimes just a commercial propaganda trick, which not only damages consumers’ right to know, but also disturbs the competition order in the food market.
In such a realistic context, the above draft clearly does not indicate “zero addition” and other words. Once formally approved, it will have multiple meanings – greatly reducing the space for some businesses and households to deceive consumers by “zero addition”; it is conducive to protecting consumers’ right to know and choose; and it is conducive to guiding consumers to correctly understand food additives.
What will be the “next zero” added?
The rise of organic soy sauce
From the condiment industry, no matter which category, the healthy and high-end development path will not change. Take the category of soy sauce as an example, in recent years, the growth rate of high-end soy sauce is significantly higher than the overall level of the industry.
Relevant data show that with the upgrading of per capita purchasing power and the enhancement of health awareness in China, high-end soy sauce (selling price higher than 12 yuan / 500ml) is gradually favored by consumers. From 2014 to 2018, China’s high-end soy sauce market scale grew from 13.1 billion yuan to 20.2 billion yuan, with an annual compound growth rate of 11.4%, accounting for about 20% of the overall soy sauce consumption.
Of course, we can’t talk about high-end and low-end products roughly based on price. Low-end products can be high-end products, and the price of high-end products will not be much lower under cost constraints. However, in terms of food safety level, ordinary food is lower than pollution-free food, pollution-free food is lower than green food, and green food is lower than organic food. In contrast, the safety level of organic food is at the highest level.
In concept, organic food usually refers to the food that does not use pesticides, chemical fertilizers, growth regulators, antibiotics and transgenic technology in the production process. China’s organic products are mainly divided into four categories: plants, livestock and poultry, aquatic products and processed products, including grain, vegetables, fruits, livestock and poultry products (including milk, egg and meat and related processed products), aquatic products and seasonings.
In the field of organic seasoning, the proportion of organic soy sauce is also higher. According to Kang Yanli, head of Xinhe Helan organic business department, revealed to seasoners that at present, there are no less than 30 enterprises or brands that have launched organic soy sauce products in the market.
Seasoner checked the e-commerce platform and found that the retail price of organic soy sauce of Haitian organic series was 49.9 yuan / bottle (480ml); that of Li Jinji was 40.9 yuan / bottle (500ml); the retail price of organic soy sauce of Qianhe flavor industry also reached 49.8 yuan / bottle (500ml)
Different from the market share of the whole industry, the sales of Qianhe organic soy sauce and Xinhe’s Helan organic soy sauce are higher than those of other brands in terms of the sales volume of organic soy sauce products on tmall or Jingdong platform.
In addition to the above-mentioned brands, there are Zhongba, Yaoji, Haoji, eastwes, Shisheng, Yutu, yuanmuji, Beidou and other brands, with prices ranging from 20 to 50 yuan, and the retail prices of some products are even higher.
If we divide the retail price of soy sauce with a volume of 500ml / bottle exceeding 30 yuan as the super high-end, most organic soy sauce products in the market are listed here.
Of course, from the perspective of category, organic condiments are not limited to soy sauce. For example, at this autumn’s sugar wine fair, Shandong Shisheng Brewing Food Co., Ltd. made a high-profile appearance with its “Huang Xiaoxian” series of organic condiments, including zhaoshao sauce, sufu, cooking wine, etc.
Can organic soy sauce be the next outlet?
In terms of the whole food industry, the proportion of organic food is not high. According to Kang Yanli, at present, the proportion of organic food in the global food field is only 1%. If it is refined to seasoning, the proportion will be smaller.
But this does not mean that there is no opportunity for organic food. For example, in China, it is the fourth largest organic food market in the world.
On the one hand, in the wave of health, the pursuit of healthy consumer groups is growing, which has brought the development of organic seasoning “soil”. According to the relevant national statistical information, in 2018, the output value of China’s organic products was 166.6 billion yuan, of which the output value of organic processing products was the highest, accounting for 108.9 billion yuan, accounting for 65.4% of the total output value of mechanical products; the number of organic marks on record was 1.91 billion pieces, and the domestic sales volume of organic products was about 63.147 billion yuan.
On the other hand, raw materials are required to be certified organic. In 2018, the certified production area of organic plants in China reached 4.018 million hectares, providing sufficient raw materials for the processing and production of organic condiments.
From the channel side, the basic condiment categories are increasingly rich, both distributors and terminals need higher value-added products to boost the channel profit space. This has also brought market driving force for high-end organic condiments.
From the consumer side, the consumption group of organic food is growing, and organic food needs organic seasoning to cook, which also provides the basis for the future development of organic seasoning. In Kang Yanli’s words, “the essence of seasoning is” supporting role “. It should not be the main flavor, but should make the ingredients more delicious.” Therefore, in pursuit of the ultimate healthy life of consumer groups, in addition to paying attention to the organic choice of food materials, began to gradually spread to condiments.
As consumers pay more and more attention to high-end products, there will be more and more demand for high-end products. Most of the consumers of organic condiments belong to high-end consumers, and the remarkable characteristic of this group is that they have high loyalty, especially in the first and second tier cities, the repurchase rate of organic seasonings is still relatively high.
Back to the product itself, as consumers’ awareness of organic food is higher and higher, the details of condiments are more and more transparent, which will further expand the market share of organic seasonings.
On the whole, not only soy sauce, but also the future development potential of organic seasoning is very obvious. However, there are not many brands involved in this field at present. Whoever can seize the opportunity may stand on the new air outlet.
Organic condiment’s outlet is not urgent
As we all know, seasoning is the “slow” consumer goods in the whole FMCG industry, while organic seasoning is more like the “slow” market in the “slow” category.
Taking Xinhe as an example, as early as 2002, it launched “he ran organic” soy sauce, which mainly focused on the development concept of “he ran organic, followed by nature” Buddhism “. Today, after nearly 18 years of development, Hiran organic has achieved the market leader in the field of organic seasoning, but it is not high in Xinhe food enterprises, which sell 3 billion yuan annually. Of course, this low proportion is not a business level problem, but organic seasoning market itself “can not rush.”. And, for a long time, it was “not urgent.”.
Although seasoning has the property of just need, from the product itself, organic seasoning is more like profit-based product, high-quality customer-oriented product and trend product, which means that the current market, the volume of organic seasonings is not big, and “fast” can not rise.
First, from the price point of view, most of the organic seasonings belong to super high-end products, which has a high barrier to the consumer group. According to the universality of the “28 principles”, organic products do not have the basis of mass consumption.
Second, the overall survival rate of practitioners in the organic food market is not high. Because the market development of organic food including organic seasonings is slow, a large number of practitioners do not have the opportunity to “return blood”. The continuous investment is not the strength of every practitioner or enterprise.
Third, consumers and industries have cognitive dislocation. At present, when it comes to “organic”, most consumers will respond to “concept, gimmick, hype…” Therefore, not only organic seasoning, the whole organic food audience is in the small range, but also needs to further do consumer education.
Fourth, in the seasoning field, the competition in high-end market is quality competition, which needs to be built on certain market background. On this aspect, it has set up a high barrier for many emerging brands, which is difficult to break.
Fifth, from the above-mentioned GDP and sales data, it can be seen that the sales volume of domestic organic products is only 1/3 of the output value, which means that more domestic organic products are mainly in the international market.
Sixth, the whole domestic high-end seasoning market is still in its infancy stage, which not only tests the operation thinking of manufacturers (brands), but also tests the management level of dealers. And organic seasoning is also the same, because of the special category, there is no good marketing means to use, more still can rely on the consumption of organic ingredients and natural marketing.
But overall, for consumers, organic seasoning is a good product, and also a powerful tool for many traditional seasoning enterprises to “overtake the road”. If it can take the lead, it is not impossible to fly to the sky quickly when the “wind” is coming.
Author: Maoshi; source: seasoner (id:zgtlj2019), reprint has been authorized. Join the community: Cherry (wechat: 15240428449); business cooperation: Amy (wechat: 13701559246). high quality original selection column one week hot news innovation interview – linglisten to new Xiu brand | trend insight | packaging outpost food people “are watching”
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