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辣椒酱未来发展趋势:高端、健康、多口味、品牌化!Future development trend of chili sauce!

  •   来源:馨赛德Synthite  发布日期:2019-09-26     

辣椒酱——因辣椒收获有季节性,许多国家的人们为了常年食用,开发了各种不同的加工方法,辣酱便是辣椒系列产品之一,由民间开发并为广大群众所喜爱,具有独特地方风味的佐餐调味品,有着广泛的市场基础,其经济价值不容忽视。

Because chili harvest has seasonal, people in many countries to perennial edible, developed a variety of different processing methods, chili sauce is one of the series of products, developed by the people and loved by the masses, with a unique local flavor seasoning, has a broad market base, its economic value can not be ignored.

今天就让我们一起来看看辣椒酱未来的发展趋势~

Today let's take a look at the future of chili sauce~

一、      我国辣椒酱的市场现状

The market situation of chili sauce in China

辣椒酱是一种复合调味料,所谓复合调味料是指不同的调味品,配以蔬菜及其制品或动物肉品、水产品、植物油、香辛料,以及调味辅料,制成具有不同风味、形态和功能的各类调味食品。常见的有牛肉辣椒酱、猪肉辣椒酱、鸡肉辣椒酱、纯素辣椒酱等,由于加入的配料不是固定的,这种复合调味品的辣椒酱产品可说是琳琅满目,如蒜味辣椒酱、海鲜辣椒酱、榨菜辣椒酱、松茸牛肉辣椒酱、松露鸡丝辣椒酱、桃仁猪肉辣椒酱等。

Chili sauce is a kind of compound seasoning, the so-called compound seasoning refers to different condiments, with vegetables and their products or animal meat, aquatic products, vegetable oil, spices, and seasoning accessories, made with different flavors, forms and functions of all kinds of seasoning food. Common have beef chili sauce, pork chili sauce, chicken chili sauce, pure chili sauce, etc., due to the addition of ingredients is not fixed, this compound condiment chili sauce products are very many, such as garlic chili sauce, seafood chili sauce, mustard chili sauce, mushroom beef chili sauce, truffle chicken chili saucepeach pork chili sauce and so on.

据数据统计:北京人最关注的10大菜系中,川菜、粤菜、湘菜分别以21.7%17.5%17.3%的占比成为前三。川菜、湘菜二者合计占有整个4成市场。由此可见:由于人口迁移带来的餐饮消费习惯的改变,最终导致整体菜系也随之发生变化,辣味越来越受欢迎。中国14亿人口中就有6.5亿可以吃辣或者喜欢吃辣,各类风味多样的辣椒酱,受众市场庞大,可创造的经济价值非常可观。

According to statistics, among the top 10 Cuisines that Beijing people are most concerned about, SiChuan cuisine, GuangDong cuisine and HuNan cuisine are in the top three with 21.7%, 17.5% and 17.3% respectively. SiChuan cuisine and Hunan cuisine together occupy 40% of the market. It can be seen that changes in dining habits brought about by population migration eventually led to changes in overall cuisine, and spicy flavors became more and more popular. Out of China's 1.4 billion people, 650 million can or like spicy food. Hot sauce with various flavors has a huge audience and market, and can create considerable economic value.

2009-2019年中国辣椒酱行业生产量及消费量

Production and consumption of chili sauce industry in China from 2009 to 2019

 

趋势预测 Trend prediction

辣椒酱的生产量及消费量,自2009年起均以3%~7%的速度增长。2019年全年产量预估576.29万吨,消费量预估527.52万吨。

The production and consumption of chilli paste have increased by 3% to 7% since 2009. The annual production of 2019 is estimated to be 5,762,900 tons and the consumption is estimated to be 5,275,200 tons.

目前辣椒酱已被普通家庭和各类食品行业广泛使用,比如用来和各种蔬菜、肉类混合制作各种食品,或制作炖菜、汤类和调料酱。其独特的味道和保健功能使辣椒酱在国内市场上的消费量和贸易量都在不断上升。

At present, chili sauce has been widely used by ordinary families and various food industries, such as mixed with various vegetables and meat to make various foods, or to make stews, soups and sauces. Its unique taste and health function make the consumption and trade volume of chilli sauce in the domestic market is on the rise.

辣椒酱按制作工艺可分为油制和水制两种。油制辣椒酱口味很多,根据不同人的喜好呈现多种风味,比如牛肉酱、香菇酱、豆豉酱等;水制辣椒酱有腌制发酵的过程,例如剁椒酱、糟辣子等。

Chili sauce can be divided into oil and water according to the production process. The oil chili sauce has many flavors, and it can present various flavors according to different people's preferences, such as beef sauce, shiitake sauce, tempeh sauce, etc. The water system chili paste has the pickling fermentation process, such as chopped chili paste, etc.

中国地大物博,因气候、环境及口味的不同,对于吃辣的风味上也各有不同。

China has a large territory and abundant resources. Due to the different climate, environment and taste, the flavor of spicy food is also different.

四川人习惯花椒加辣椒,称为麻辣

云南人用辣椒蘸水调味,称为糊辣

贵州人把辣椒腌渍至酸,称为酸辣

湖南人爱吃原味的辣椒,称之原辣

西北人喜欢吃油泼辣椒,称之香辣

二、辣椒酱的未来发展趋势

The future of chili sauce

1、产品走网红路线 Products take the "net red" route

中国调味品协会副会长白燕表示,辣酱市场不少高端品牌现代营销趋势已越发明显。在传统销售模式的基础上,更多品牌选择依托互联网+建立全渠道的营销模式,再入驻电商平台或自建网络商城,符合当下的消费趋势,大大提升了营销水平。

Bai yan, vice President of China condiment association, said the modern marketing trend of many high-end brands in the hot sauce market has become more and more obvious." Based on the traditional sales model, more brands choose to rely on the 'Internet + omni-channel' marketing model, and then enter the e-commerce platform or self-built online mall, which conforms to the current consumer trend and greatly improves the marketing level."

依托互联网电商平台的发展,各种网红辣酱品牌销量剧增。网红辣椒酱多数主打高端、健康、手工和情怀,更加迎合年轻消费者的购买需求。他们表示,网红辣椒酱价格虽然比超市的高,但感觉料更足,口味也更多样。相对于传统线下超市,线上辣酱可选择性更大、口味更多。

Relying on the development of Internet e-commerce platforms, sales of various web celebrity hot sauce brands have soared. Web celebrity chili sauce most focus on high-end, healthy, handmade and emotional, more to meet the needs of young consumers to buy. They say the web celebrity sauce, though more expensive than the supermarket's, feels fuller and has a wider range of flavours. Compared with traditional offline supermarkets, online hot sauce can be more selective and taste more.

有媒体报道:新疆小伙原本从事酒店厨师,在工作期间意外的发现自己炒制的辣椒酱,客人特别爱吃,回头客也非常多。于是辞去厨师的工作,精心研制出网红大盘鸡辣椒酱,经过不懈努力,一年销售量达千万元。

Have media report: xinjiang young man is engaged in hotel cook originally, discover the chili sauce that he makes accidentally during the job, the guest loves to eat especially, repeat guest is very much also.Then quit the job of cook, elaborate development web celebrity "big pan chicken chili sauce", through unremitting efforts, a year of sales of 10 million yuan.

2、区域个性化发展 Regional "personalized" development

针对某地区的广泛流行菜式,有针对性的开发风味辣椒酱,降低普通人群的烹饪要求,增加美味的菜式口感。与此同时,适宜的口味就非常重要,就像四川人爱吃麻辣,云南人爱吃糊辣,韩国人爱吃姜辣。辣椒酱在不同地域,面对当地人群都有一个改良优化、本土化的过程,才能赢得市场。

In view of the widespread popular dishes in a certain area, "flavor chili sauce" is developed to reduce the cooking requirements of the general population and increase the taste of delicious dishes.Chili sauce in different regions, in the face of the local population have a "improved optimization, localization" process, in order to win the market.

比如美国人爱吃的是拉差辣椒酱(Sriracha Sauce),每年销量2000万瓶,完全不加水,不加色素。正是因为这种辣椒酱酸度、辣度正好合适美国人的口味,既能体验辣味,又不掩盖汉堡薯条的原味才会如此流行。

Sriracha Sauce, for example, is a favorite of americans, selling 20 million bottles a year without water or color.The sauce is so popular because its acidity and spiciness are just right for the American palate, allowing it to taste spicy without masking the original flavor of the burger and fries.

当然也会有耐辣人士,喜欢正正经经的辣,比如塔巴斯辣椒酱(Tabasco),这种原产墨西哥的辣椒,是风靡世界的辣酱, 瓶上的商标有21种语言或方言的版本,它是真的比较辣!

There are also people who can resist the heat, such as Tabasco, the original Mexican chili, which is the world's most popular hot sauce. 

3、未来将走品牌线路 The future will take the brand line

传统企业品牌知名度高,但与主流消费者的距离却越来越远。品牌与消费者的脱节,最可怕的是情感层面的断裂,品牌无法再进入到主流消费者的心智。在《辣酱产业蓝皮书》中,多个咨询公司调研数据显示,食辣人群中的45.1%认为目前的辣椒酱产品还没有最好的品牌。

Traditional corporate brands are well known, but they are increasingly far from mainstream consumers.The disconnection between brands and consumers, the most terrible is the emotional level of the rupture, the brand can no longer enter the minds of mainstream consumers.In the blue book of hot sauce industry, data from several consulting companies showed that 45.1 percent of people who eat spicy food think there is no best brand of hot sauce.

随着人们消费能力的提升和我国餐饮业快速发展,调味品的未来市场容量将进一步扩大。且随着消费者消费意识的提升,消费者将倾向于购买品牌化调味品,可预见:未来调味品市场将走向品牌化道路。随着各方资本逐鹿辣椒酱市场,品牌化将成为辣椒酱未来发展的一大趋势。

With the improvement of people's consumption ability and the rapid development of China's catering industry, the future market capacity of condiments will be further expanded.With the improvement of consumer awareness, consumers will be inclined to buy branded condiments. It is foreseeable that the future condiment market will be on the road of branding. With the capital of all parties competing for deer chili sauce market, branding will become a major trend of chili sauce development in the future.

图片及数据均来源于网络,侵权则删

Pictures and data are from the network, infringement will be deleted

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