Key Takeaways

• According to FoodNavigator-Asia, the most searched for items for online at-home grocery delivery in China during the COVID-19 pandemic were eggs, noodles, fruits, oil, vegetables, pork, and dairy products.
• Data specific to multi-function oven consumers in China is unavailable. However, according to a 2020 market analysis from HKTDC Research, consumers in mainland China are increasingly interested in using their kitchen spaces more efficiently. Thus, driving demand for multi-function cookers integrating a range hood, gas stove, disinfecting tableware cabinet, and oven.
• The two best practices for marketing a multi-function kitchen gadget/appliance to consumers in China include the use of websites, social media platforms, and branding.
•  Strict quarantine policy leading to more spare time for in-home cooking and more healthy choices are the two reasons Chinese consumers opt to cook at home.

Introduction

Most Popular Food Items

• According to the latest research by GMA, food obtained for home cooking in china increased by an annual of 3% from 2013 to 2016.

• According to a 2019 research published by Kitchen Stories in China, it appeared that about 31.11% of Chinese residents cooked for their families daily. About 16.45% cooked 3-5 times per week, 15.4% cook 1-2 times a week, and 23.92% very rarely cook.
• Insights from Streetbees COVID-19 Human Impact Tracker show that nearly 80% of Chinese residents have altered their eating and shopping habits.

• Kantar market study revealed Chinese citizens are currently purchasing "necessity foods and non-perishables like instant noodles, instant soups, and frozen foods as these are long-lasting and easy-to-store."

 

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• According to FoodNavigator-Asia, the most searched for items for online at-home grocery delivery in China during the COVID-19 pandemic were eggs, noodles, fruits, oil, vegetables, pork, and dairy products.

Eggs

• According to multiple studies, eggs are one of the most purchased food items for home cooking in china during the pandemic. FoodNavigator-Asia revealed that about 70.9% of the most searched food items for home delivery were eggs.
• Kantar market study also revealed that Chinese citizens are currently purchasing eggs to be cooked at home.
• According to researchers, "Chinese already eat more eggs per capita than almost everyone else, about 280 a year or almost one billion a day across the country."

Noodles

• Noodles have also been identified as one of the most purchased food items for home cooking in china. FoodNavigator-Asia revealed that about 62.1% of the most searched food items for home delivery were noodles.
• According to the World Instant Noodles Association, the consumption of noodles in China reached 41.45 billion units in 2019, a rise of 2.98%, "accounting for 38.9% of such consumption globally."

Fruits

• FoodNavigator-Asia revealed that about 56.1% of the most searched food items for home delivery were fruits,
• Kantar market study also revealed that Chinese citizens are currently purchasing fruits to be eaten at home.

Cooking Oil

• FoodNavigator-Asia revealed that about 39.9% of the most searched food items for home delivery were cooking oil.
• Kantar market study also revealed that cooking oil was among the most purchased items for home cooking in China.

Vegetables

• Vegetables have also been identified as one of the most purchased food items for home cooking in China. FoodNavigator-Asia revealed that about 37.6% of the most searched food items for home delivery were vegetables.
• Kantar market study also revealed that vegetables were among the most purchased items for home cooking in China.

Pork

• Pork has also been identified as one of the most purchased food items for home cooking in China. FoodNavigator-Asia revealed that about 32.8% of the most searched food items for home delivery was pork meat.
• Kantar market study also revealed that Chinese citizens are currently purchasing meat items such as pork to be cooked at home.

Milk and dairy products

• According to Kantar market study, milk and dairy products represent about 5% of food items currently purchased by Chinese citizens.
• Another study indicated that Cheese purchase is growing at a rate of 32%. 
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Demographics of multi-function oven users in China

• Data specific to multi-function oven consumers in China is unavailable.
• According to a 2020 market analysis from HKTDC Research, consumers in mainland China are increasingly interested in using their kitchen spaces more efficiently. Thus driving demand for multi-function cookers integrating a range hood, gas stove, disinfecting tableware cabinet, and oven.
• Consumers also love the fact that these cookers are eco‑friendly, eliminating about 95% of the grease produced in the cooking process.
• About 92% of small kitchen appliances(inclusive of multi-function ovens) users hold high quality as the most important reason for purchasing, 89% consider no oil smoke, and 88% of them "have the strongest demand for multiple application scenarios."

 

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• Nearly 85% of these users consider energy-saving factors, 81% consider multiple purpose functions, 80% consider smart functions, and 70% consider the design before purchasing multi-function small kitchen appliances.
• In 2019, about 74% of users claim the reason for purchasing small kitchen appliances to improve their quality of life, 66% to meet their daily life needs, 51% want to try new products, 40% are just following the culinary trend, 37% have outmoded ones, and 21% because of social media recommendations.

 

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• Si Zhenming, brand director of Joyoung, explained in an interview with China Daily that, "Chinese consumers are increasingly cooking at home and like small home appliances with multiple functions and attractive appearances." 

Best practices for marketing multi-functional oven

• After comprehensive research, the team found no prior research conducted on multi-function ovens or their marketing practices. The eCommerce platforms selling these ovens include Alibaba, Made in China, ExporterIndia, 21food, and Global sources. 
• Chinese kitchen appliances sale was valued at $51,9 billion, and forecast to grow at 2,8% annually and reach 60 billion USD by 2025. Consumer brand awareness in China continues to heighten. Marketers are increasingly placing importance on product design, functions, and features. "The demand for eco-friendly and energy-efficient kitchen appliances is also growing as consumer environmental awareness increases."
• The principal sales medium in the mainland kitchen appliance market is supermarkets, e-commerce platforms, department stores, home appliances chain stores such as Gome and Suning, building materials chain stores like Orient Home and HomeMart, and general merchandise chains.

Website and social media platforms

• The first best practice for marketing kitchen appliances to the Chinese people is through the use of websites and social media platforms.
• According to researchers, China had about 731 million internet users at the end of 2016, above half of the country's population. Approximately 57% of advertising expenses in 2017 went to the web. Advertising by mobile phone and online advertising is increasing rapidly.
• The country is progressively using social media channels to promote brands and introduce products to the market. According to official data from the Chinese government, nearly 95% of Chinese internet users used their mobile devices for their online activities.,
• The website serves as an introduction tool for Chinese e-commerce businesses. A Chinese website should not be complex. It should, however, provide general information about the brand and the products. 
• A "well-designed website will also add to marketers visibility on the Chinese domestic internet." 
• Marketers should make sure to verify their brands on Baike. These platforms assure Chinese people that a brand is legit. It also puts brands on top in the Baidu search engine. About 85% of Chinese people use that instead of Google. When a consumer is searching for kitchen appliances on the web, the brands with a Baike page would pop up first.
• WeChat is the best social media platform for Marketers marketing to the Chinese community. The channel can boast brands with having 1 billion active users. The platform is good for a brand to introduce itself. It also allows brand promotion and allows users to open mini-apps and a store

PR Public Relations/ Branding

• Public relations and branding are important practices when it comes to Chinese advertisements. 
• Marketers mentioned in local expert press releases add a lot to their positive image in the market. "Chinese people believe experts could verify a good brand."
• Branding is essential for kitchen appliances trademarks in China. It enables marketers to boost their sales with a store.
• Branding gives brands a positive image in the country, it also makes a company well known to the Chinese people.

Reasons Why Chinese Consumers Ppt To Cook At Home

Strict quarantine policy leading to more spare time for in-home cooking

• According to Kantar’s 2020 nationwide survey, about 75% of Chinese people claimed to obey the quarantine policy and canceled social activities during the pandemic, leading to more home cooking decisions.
• Kantar Worldpanel’s survey conducted in North China also showed that almost half of Chinese participants are buying more fresh food than ever. "The high year-on-year growth of cooking seasonings after the Chinese New Year also implies that consumers have been spending more time in the kitchen preparing meals."
• The Respondents also claim cooking is a fun activity to kill time during the quarantine. The top growing foods such as broth, curry, and cheese are based on people’s interests in new cooking recipes. Homemade dish challenge became a trending topic on Weibo with over 2,260 million views. 
• According to the same studies, hunts for new cooking machines like barbecue grills, rice cookers, and blenders on e-commerce platforms also proved that home cooking is growing in China.

For health reasons

• Urban consumers are increasingly relying on home-cooked food as a form of self-protection against unhealthy options. They are shifting towards seeking information, product characteristics identification, large retailers purchases, and opting for organic choices.
• According to a 2019 research published by Kitchen Stories in China, it appeared that about 31.11% of Chinese residents cooked for their families daily for health reasons.
• The survey participants preferred to cook at home where feasible and avoid street food. "Most rural participants grew vegetables and fruits or had easy access to fresh produce from their community." Some rural Chinese people made their oil for health reasons like protecting themselves against the risk of gutter oil  
• Slow cooking is viewed as particularly healthy by the Chinese people, "and a proud wife or grandmother will take the time to prepare nutritious slow-cooked broths to care for her family."
• Chinese people are also concerned about protecting the environment and avoiding waste by taking more time to cook their food at home. People that support the slow food movement prefer purchasing locally grown commodities and taking more time to cook, and then eating meals at a table. They consider this healthy.

Research Strategy