酱油基础知识--中国酱油市场分析

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1. Soy Sauce Learning酱油基础知识
2. 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) 驱动喜好的主要因素(感官的)
3. Market Size and Segment市场规模和细分
4. 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。
5. 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 5.9 7.4 5.9 老抽 6.3 7.9 6.1 酱油 10.0 3.6 3.4 风味 11.8 6.1 6.6 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 CP
6. Segmentation 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, lao chou & 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 (Cooking & dipping/ mixing) 红烧的 & 沾的 (Stewing & dipping)Beijing 北京 By class 档次 (Premium users高档使用者) By acceptance level 可接受的水平 (大众消费者)其他细分准则:
7. 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)
8. 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
9. 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 Braising (red stew, hong 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Stewing 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
10. 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) - 老抽(SH/BJ)- 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- 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
11. 发展趋势--上海:- 普通酱油仍处主导地位- 逐渐向老抽和风味酱油过度9.312.875.070.561.255.010.211.213.914.75.55.58.78.716.221.6SH'01SH'02SH'01SH'02生抽老抽酱油风味酱油量金额Source :Consumer Panel
12. 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
13. 消费者行为
14. 渗透率:- 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渗透率Source: Consumer Panel -Y2002By Type of S. SauceBy Package of S. Sauce
15. 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
16. 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. 先买瓶装, 然后将袋装酱油罐入瓶装内, 然后买新瓶,在罐入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. 1 L 桶装 2. 玻璃瓶, 高档酱油Switch Index1099594消费者购买行为 – 上海Source :Consumer Panel
17. 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
18. 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 Panel
19. Consumer Purchase Behavior- BJPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PricePenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PriceSoy Sauce TypeSoy Sauce PackageEach BJ Household consume 10L and spend 38RMB BJ is similar as SH, dominated by Jiangyou with high penetration and loyalty BJ is forecast to follow SH to upgrade to Light/Dark SS although very low penetration now Different from SH, G.Bottle and barrel are much important than Pouch, even with Jiangyou Beijinese has less purchase frequency compared to SH, and with higher volume per time ( 2 bottle/ pouch per time, 1 barrel per time) due to less convenient of shopping environment compared to SH Opportunity for 1L bottle/ barrelSource :Consumer Panel不用翻
20. Heavy consumer Purchase Behavior- BJ 82% heavy user are regular only or regular + light buyer 31% heavy user are glass bottle exclusive user, Medium user are more duplicate user, who like to try different type of SS, easy to upgrade to other% of buyer-Type of SS% of buyer - PackageSource :Consumer Panel不用翻
21. H/M/L User profile and What they use - BJ Soy sauce used by H/M/L user Heavy use use, 20% of population, but consume 50% of volume They are clearly skew to low income and big family, affordable is very important Regular soy sauce dominate heavy user’ basket Medium are more medium income Light are small family Medium and light user are easy to upgrade to dark/ light soy sauce Opportunity: 1. Target Medium user first with Dark/light soy sauce in Barrel/G.Bottle to build image 2. Sell affordable regular soy sauce in glass bottle to heavy user for vol/val shareSource :Consumer Panel不用翻
22. Consumer Purchase Behavior- GZPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PricePenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PriceSoy Sauce TypeSoy Sauce PackageGZ consume less ( 6.6L)but spend most (44RMB) on soy sauce, esp. on Light soy sauce Less purchase frequency, less vol. purchase each time except Light soy sauce ( mainly 1 barrel or 1 bottle each time) about 50% user buy soy sauce in bottle and barrel, but 29% are exclusive Glass bottle only, and 12% barrel only No pouch in GZ, but still quite strong with Bulk with the cheapest price Source :Consumer Panel不用翻
23. Heavy consumer Purchase Behavior- GZ Heavy user not only use light soy sauce, but also regular and Dark soy sauce Most of heavy user buy bottle and barrel More than half of light user are only use one type of soy sauce: either light or regular Soy sauce 55% of light user are exclusive one package user either Glass bottle or barrel % of buyer - Type of SS% of buyer - PackageSource :Consumer Panel不用翻
24. Who: H/M/L User profile and What they use - GZ Soy sauce used (Vol)by H/M/L user Heavy user use is big family Heavy user is more light soy sauce in barrelSource :Consumer Panel不用翻
25. 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 BasedValue BasedSource :Consumer Panel
26. 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
27. 烹调习惯及态度
28. 食品结构 & 菜肴数量北京广州上海= 蔬菜= 蔬菜= 蔬菜猪肉 >牛肉/ 羊肉 > 海鲜/ 家禽+海鲜> 猪肉 > 家禽/ 牛肉/ 羊肉+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.
29. 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
30. 酱油市场细分: 运用Dipping 沾着吃Stir frying 炒Braising 红烧Stewing 炖, 焖 Steaming 蒸Marinating 腌肉Mixing 拌着吃口味至关重要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. 2003
31. Dipping 沾着吃Stir frying 炒Braising 红烧Stewing 炖, 焖 Steaming 蒸Marinating 腌肉Mixing 拌着吃广州: 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:Source : Knorr Brand Key Quali. 2003酱油市场细分: 运用口味至关重要颜色至关重要
32. 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
33. On 100% Loss (-272)Dark Soy 96Flavor Soy 79Light Soy 916.9%4.7%88.4%On 100% Loss (-172)Plastic Bottle 75Barrel 96Glass Bottle 90On 100% Gain (+ 13)Bulk 817.1%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.BSoy Sauce Switch Way:Source :Consumer Panel
34. Censydiam Model For CookingIndividualRecognitionWithdrawing to Inner WorldGoing to Outer WorldFun/ Enjoy cookingFinish the cooking dutyBelonging Do for myself IntegrationHarmony and integrateCalm down insecure, be recognitionCare & Nourish familyShow off cooking skill, show my valueSource : Palatex-Censydiam
35. Cook Segment and NeedsFun/ Enjoy cookingHarmony & integrateBelongingShow off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare & 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 faceSource : Palatex-Censydiam
36. Soy Sauce Current PositionFun/ Enjoy cookingHarmony & integrateBelonging Show off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare & 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 faceLKKLaocaiKnorrHaitianSeagullNew LCAMOYSource : Palatex-Censydiam
37. City Culture & Attitude Difference Source : Knorr Brand Key Quali. 2003 + other quali/ChengduShanghaiBeijingGuangZhouEnjoy Tasty Food - Top important: Money, more realistic, down to earth - Be pound of food culture ( rich and variable food) - Want to be a boss, even very small company - Put many effort on cooking, and many enjoy it - Great pleasure in eating than functional values - Emphasis on freshness and naturalness - Family oriented although kid is important - Self image: capable, great cook “ I feel good” Traditional - Dream to be a powerful officer, more interesting in Politic rather than food - Food is not hot topic, less effort spent in cooking - More basic in cooking & eating, a routine and necessity - Ensure balance and naturalness - Kid preference influence me, but think more for whole family - Self image as a cook: not expert, but feel all right “ That is the best I can do”Result Oriented - Dream to be excellent white collar, high income, great living stand - Famous to be Good at balance value and money, capable housewife - Modern and open to Western - Extremely kid oriented, kid’ success is their dream - See the functional role of meal: better performance now and future - Buy fresh food not only tasty but also helpful on nutrition - Put great effort on cooking, Self image: Ok to be a great cook” I try hard”BJSH不用翻
38. Conclusion & ImplicationConclusion: Stir fry is main cooking way, Cantonese is more steaming and SH is more braising Trend is more steaming and light taste Different need for different SS Color oriented for braising Taste oriented for steaming/Dipping Most of Chinese are family/kid oriented show the love: 27% or control and balance everything:15% or just finish the cooking job:14% Still 11% are very insecure cooking way, need to assurance Implication: New innovation which can suit for new cooking trend: for steaming/ dipping SS less salty SS Target consumer who is caring and harmony need mother which is 42% Very few Chinese is food indulgence oriented, should LC target not only showoff housewife, but also target those who need secure super taste result
39. Brand Competition
40. Perceptual Mapping - GuangzhouDipping MixingCookingLow qualityHigh qualityMaggieMasterLKKJammy ChaiHai TianKnorr AmoyZhu JiangCheap brands sold by hawkers, small corner shopsIn GZ, quality is signaled by brand & price Almost all products in market are considered of at least average qualitySource : Knorr Brand Key Quali. 2003不用翻
41. Perceptual Mapping - ShanghaiDipping MixingCookingLow qualityHigh qualityMaggie KikkomanLKKSeagullHai TianLao Cai Amoy KnorrTotole BanquetMasterJiang you in generalLao chou in generalSheng chou in generalJiang you (have to cook before use)Source : Knorr Brand Key Quali. 2003
42. Perceptual Mapping - BeijingDipping MixingCookingLow qualityHigh qualityMaggie (described as “seafood soy sauce”)Mass users Jiang you in generale.g. Kun Pai, Jin ShiLao chou in general e.g. Amoy, LKKSheng chou in general e.g. Amoy, LKKPremium Users Jiang you in generalSource : Knorr Brand Key Quali. 2003不用翻
43. Perceptual Mapping – Likely Scenario in the FutureDipping MixingCookingLow qualityHigh qualityExpensive soy sauce e..g Maggi, Master & Kikkoman (SH)Lao Chou for braising stewing Sheng chou for general cookingShen Chou for dipping/ mixing (older, less well-off people)Ordinary jiang you for braising, stewing (BJ/ SH)The market seems to be going to the direction of more distinctive use by type , and on the stage of upgradingSource : Knorr Brand Key Quali. 2003
44. Brand Awareness (Feb. 17-Mar. 16)TOM Spontaneous Awareness Every Trial Most Often TVC Awareness Other Media Awareness Consideration (Top 2 Boxes) Shanghai Guangzhou BeijingKnorr LaocaSource : ATP Tracking
45. Brand AwarenessShanghai Guangzhou BeijingKnorr Laocai Amoy Haitian LKKKnorr Amoy Haitian LKKKnorr Kuan Amoy Haitian JinshiTOM Spontaneous Awareness Every Trial Most Often TVC Awareness Other Media Awareness Consideration (Top 2 Boxes) Source : ATP Tracking
46. Brand Image-SH(Feb 17-Mar 16)Laocai Knorr Haitian AmoyBring out Xian Give Dish color quickly Strong soy bean taste Is cooking expert Is innovation brand Made from natural ingredient Help kid smart Make whole family health Add nutrition to dish Good value for money Offer something unique Is better on cooking Is better for dipping Make dish more appetizing Are better quality than others Source : ATP Tracking
47. Brand Image-GZ(Feb 17-Mar 16)Bring out Xian Give Dish color quickly Strong soy bean taste Is cooking expert Is innovation brand Made from natural ingredient Help kid smart Make whole family health Add nutrition to dish Good value for money Offer something unique Is better on cooking Is better for dipping Make dish more appetizing Are better quality than others Knorr Haitian AmoySource : ATP Tracking 不用翻
48. Brand Image-BJ(Feb 17-Mar 16)Bring out Xian Give Dish color quickly Strong soy bean taste Is cooking expert Is innovation brand Made from natural ingredient Help kid smart Make whole family health Add nutrition to dish Good value for money Offer something unique Is better on cooking Is better for dipping Make dish more appetizing Are better quality than others Knorr Haitian Amoy JinshiSource : ATP Tracking 不用翻
49. Brand Awareness And Image-SH不用翻
50. Brand Awareness And Image-GZ不用翻
51. Brand Awareness And Image-GZ不用翻
52. Brand Competition- Val. ShareSH+E1+GD+BJ East Shanghai Beijing Guangzhou GuangdongSource : Retail Audit Laocai is No.3 in area where we forcus Knorr has good performance in East/SH after relaunch, but need to improve in GD Dish in TVC is no relevant to Cantonese, not sure the quality of taste Cantonese more enjoy eating whilst Shanghainese is more end-performance driven Knorr still weak in BJ due to later Media supporting in BJ
53. SH: Key Competitor Within Each Segment-Val Share55.014.78.721.6SH'02Flavor S. SauceRegular S. SauceDark S. SauceLight S. SauceFlavor SSRegular SSDark SSLight SSSource : Consumer Panel
54. BJ: Competitor Within Each Segment-Val Share 82.21.28.08.7Light Soy SauceDark Soy SauceRegular Soy SauceFlavor Soy SauceFlavor SSRegular SSDark SSLight SSSource : Consumer Panel 不用翻
55. GZ: Competitor within each segment-Val Share Light Soy SauceDark Soy SauceRegular Soy SauceFlavor Soy SauceFlavor SS27.765.92.4Light SSDark SSRegular SSSource : Consumer Panel 不用翻
56. Conclusion & ImplicationConclusion Knorr Awareness: SH: increasing awareness and usage stable GZ: good media awareness and brand awareness, but weak on usage ( relevant on dish as well as the key benefit”in TVC?) BJ: still weak due to late TVC on air Knorr Image: SH: lead the image on “ make kid smart”, still weak on others if compared the key competitor GZ: relative strong, which comes from strong bouillon position BJ: very weak, only Amoy/Jinshi lead the image Key Competitor: different competitor in each segment in each city Regular: Amoy/Jinshi/Seagull Light/Dark: Haitian/ LKK Flavor: LKK/Totole Implication: Wait more information and judge, but need to review the communication: steaming dish for GZ which is more relevant communicate more on taste? Different strategic for each market GZ: Increase penetration and conversion with sampling, and more innovation SH: continuous media support to grow penetration and loyalty on Dark/Regular soy sauce SH: new innovation in Light/Flavor soy sauce BJ: Need media support to awareness then penetration with sampling
57. Sensory Overview Fermented1998 - 2001Sensory screening of commercial products Mapping 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 products Products 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. Xien is found to be an important attribute for Chinese consumer. The meaning and the relation with liking is unclear. Xien panel A 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 the QDA attributes that the Dutch panel uses. QDA and In-home product test with prototypes A second liking test (10 products) was performed with prototypes for a braising, dipping and all purpose product. 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 drivers The 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 and chemical attributes and thus ingredients. 不用翻
58. Sensory Fermented Directions in commercial braising soy saucesMapping commercial products Shanghai using QDA (Report VD 99 0024). 10 Sensory directions were identified.KNsgSGglAMglYHdbMGseKKssWHssWTslcoffeetreacleanimalfermentedliquoricemedicinrye-breadcheesemaggismokeyrubber/tarparfumisticolivesfish-likecaramelfruitysweetsoursaltalcoholrye-breadcervelaatburntearthymetalbitter-2-1012Dim 1 (38%)-3-2-1012Flavour (aroma & taste)LCgaWAksLKssFERMENTED alcoholicTREACLESMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim 2 (32 %)不用翻
59. 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
60. 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 Nitrogen Acetic acid phenylethanolA second liking test (10 products) was performed with prototypes for a braising, dipping and all purpose product. 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 Fermented Correlations with liking for prototypes of soy sauces不用翻
61. Sensory FermentedWhat does XIEN mean?Xien is found to be an important attribute for Chinese consumer. The meaning and the relation with liking is 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
62. Sensory FermentedSweet/Sour/Salt balance influences xienXien is found to be an important attribute for Chinese consumer. The meaning and the relation with liking is 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
63. Sensory FermentedScreening ingredients to influence key driversA 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 Liquorice APPEARANCE: Caramel for Brown colour / Red Koji for Red colour/ Textra for Viscosity,Transparency TASTE: Organic acid for animal, sour/ Cyclamate for sweet/ Makno for Savoury, Maggi In a Spectrum panel the sensorial effect of the selected ingredients were measured in a standardised braising pork dish. Three concnetration levels were selected to use in the consumer test. A Taguchi design has been used in which combinations of drivers were tested. Using this design a set of 24 products in the consumer test was enough to deliver information on the importance and the direction of each driver. The braised prok dish is a complex system. The drivers cannot be seen as separate issues. Most of the drivers have an influence on several attributes. They influence each other. In the selected set of 24 products the 3 concentration levels are represented of each driver. The sensory perception of 2 of the 7 drivers in the product set are shown. Sweet perception in the selected product set Savoury perception in the selected product set 不用翻
64. Sensory FermentedImportance of key drivers Consumer test for Key drivers for liking was set up to be able to make a model to predict liking with sensory and chemical attributes related to specific ingredients. Liking test was performed in-context to test the effects in a realistic situation: braised pork dish with rice. Recipee for the dish was standardised to control the external factors which enables us to describe the liking differences to the differences in the soy sauces. Test was performed in Shanghai. 100 Respondents was aksed for liking. Another 100 respondents was asked for xien. Most important drivers for braising soy sauce LIKING XIEN Cyclamate Sweet (+) Cyclamate Sweet (+) Caramel Brown colour (+) Molasse Liqourice (+) Methylbutyricacid Organic acid (+) Textra Viscosity (+) Caramel Brown colour (-)No influence on liking and xien for braising soy sauce Red koji red colour and Makno savoury Sensory attributes related to liking and xien for braising soy sauce. Sweet and Liquorice (+) Sour and Salt (-)Appearance Brown colour and viscosity are responsible for liking braising soy sauce.不用翻
65. Sensory FermentedOptimal braising soy sauce Appearance Brown colour 9% Caramel resulted in a dark brown dish which was most liked. The dish prepared with this product was more dark than prepared with the Lao Cai braising soy sauce. Viscosity The product with 6% Textra was most liked. This soy sauce as such probably will be considered to be too thick by Chinese consumers while using it. The aim should be somewhat more viscous than the current Lao Cai soy sauce. Taste Sweet The product with 0.06% saccahrine and 0.06% cyclomate was most preferred in the pork dish. This product had a hgher sweet perception than the Lao Cai dipping soy sauce. Salt 5.8% Salt seems to deliver an optimal level of saltiness in prepared dishes. Sour pH has to be 5.0. Savoury The sensory perception maggi/lavas is correlated with liking but minor to the effects of sweet, colour and viscosity. Odour Liqourice The sensory perception liquorice has a positve contribution to liking. Xien is a part (75%) of liking A soy sauce is the most xien when the balance of sweet, sour and salt is just right. (sweet and salt equal intensity, sour 10% lower intensity)Out of all previous results can be distillated an optimal profile of the braising soy sauce.不用翻

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