How to overcome "acclimatization" with imported salad dressing

Mayonnaise, Thousand Island Sauce, Tahini Sauce, Caesar Sauce, Tomato Sauce.

Light food style drives the salad dressing market

Salad dressing is a semi-solid compound seasoning that is emulsified and filled with vegetable oil, water, egg products, and acidic ingredients as the main raw materials, with or without addition of sugar, salt, spices and edible thickeners

In the use of salad dressings, light salads occupy "half of the country"

In recent years, light food meal replacements have been sought after by more and more consumers as an emerging dietary method, and more and more

In fact, salad dressing as a Western-style condiment is much more consumed in the international market

From a conceptual point of view, the cognition of salad dressing at home and abroad is also slightly different, which is mainly reflected in the category

In recent years, the market size of salad dressings has shown a trend of increasing year by year

Continuous innovation on the road of localization

So far, the salad dressing category has not yet emerged as a leading brand that can develop across regions and scales in China

In order to solve the problem of "acclimatization" of Western salad dressings in the Chinese market, many brand companies have sought solutions

Analyzing the market strategy of the Japanese salad dressing giant Kewpie in China can find an effective solution - taking the localization route and creating products suitable for Chinese consumers' eating habits

Like Kewpie, Kraft Heinz, which mainly operates Heinz ketchup and other businesses in the Chinese market, also attaches great importance to the Chinese market, and tries to continuously narrow the distance with Chinese consumers through expanding cooperation and product innovation

In addition, Unilever's seasoning sauce brand Holomone, famous for its American-style classic mayonnaise, is also favored by domestic consumers

Industry insiders reminded that in addition to creating new products suitable for Chinese people, extending the use scenarios of products is also a direction worth thinking about

(Comprehensive arrangement by Gao Jiaodi)

"China Food News" (July 07, 2022 Edition 04)

(Editor-in-charge: Gao Jiaodi)