The ready-to-eat market in China by Daxue consulting

TO ACCESS MORE INFORMATION ON THE CHINESEMARKET, PLEASE CONTACT DX@DAXUECONSULTING.COM
www.daxueconsulting.com +86 (21) 5386 0380 2018 DAXUE CONSULTING
ALL RIGHTS RESERVED
Add cover picture
2018 DAXUE CONSULTING
ALL RIGHTS RESERVED
THEREADY-TO-EAT
MARKETINCHINA

ALL RIGHTS RESERVED
Health and nutrition are the trends of the ready-to-eat market in China
The market demands of instant food is slowly
decreasing in China
Taste is the most important factors of instant
food for Chinese consumers
The instant food market, especially instant
noodles , is dominated by domestic brands
Chinese online shopping carnivals (Double 11)
effectively increase the sales of instant food
Health and nutrition have been the new trends of
instant food in China

ALL RIGHTS RESERVED
Market drivers for international brands in China
1.
2.
3.
4.
5.
Due to the huge population, China has the largest demand for instant food
in the world
The increasing disposable income allows Chinese people purchase more
expensive instant food
The increasingly fast pace of life in urban areas stimulates the growth of
demand for instant/processed food
Cross-border e-commerce (such as Kaola) make international brands
access China’s market with less barriers, such as tax
Social media platforms (Weibo and WeChat) are useful ways to reach local
consumers in China

ALL RIGHTS RESERVED
CONSUMPTION
ANALYSIS

ALL RIGHTS RESERVED
Market background
and main products
Ready-to-eat market consists of two parts: Instant food and
snacks. In this report, we mainly discuss instant food in
China. Instant food includes instant noodles , instant meat,
canned food, instant rice, quick-frozen food and etc. Among
them, instant noodles is the most popular one.
Since 1970, China has started to manufacture instant noodles
and international instant food brands entered China’s market
from 1990s.
Instant noodles from Master Kong (康师傅) Instant rice from Sanquan (三全) Instant/canned meat from Maling (梅林)

ALL RIGHTS RESERVED
China is the largest producer and consumer of instant
noodles in the world. The sales of instant noodles have
been continually increasing for 15 years since the 1990s.
But, the market demands of instant noodles showed a
reducing trend in recent years. The main reasons are fast
food delivery services, a lot of platforms/apps for ordering
food and rising health awareness of China’s consumers.
44.4
40.4
38.5 37.5 36.8
2014 2015 2016 2017 2018F
The market demand of instant noodles in China
(billion packets– 2014-2018)
Source: Askci.com
Consumption and
market size in China

ALL RIGHTS RESERVED
Consumption and
market size in China
China has been the largest canned food producing country with
around 12.9 million tons production in 2017, but a large of them
exported to other countries.
China’s annual per-capita consumption of canned food is 8kg,
which is much lower than USA (90 kg) and Western Europe (50
kg), and its sales revenue is decreasing. Because China’s food
delivery service has been greatly improved in recent years, many
people don’t have to store much cooked/processed food.
163.17
161.52
192.22 180.69
145
150
155
160
165
170
175
180
185
190
195
2014 2015 2016 2017
BillionRMB
Sales revenue of canned food market in China
(billion RMB – 2014-2017)
Source: Forward the Economist

ALL RIGHTS RESERVED
Consumer analysis:
Texture and flavour
are the main factors
of buying instant
food
In China, the most important purchasing factors for
instant food are texture and flavour, brand image and
word-of-mouth, manufacturing and expiry date. It means
Chinese consumers prefer tasty instant food and popular
brands.
1%
2%
3%
4%
4%
5%
7%
7%
9%
9%
10%
17%
22%
Cooking instructions attached
Place of origin
Nutrition
Quality certification
Price
New products
Organic & additive free
Packaging
Health
Raw ingredients
Manufacturing and expiry date
Brand familiarity
Texture and flavour
The first consideration in buying instant food
(2018)
Source: HKTDC Research

ALL RIGHTS RESERVED
Baidu Index –
Interest trends
toward the
segments (1/2)
The number of searches of canned food
reached the lowest point in February 2018
for the Spring Festival.
The number of searches of dry fruit sharply
increased early February and reached the
highest point in the Spring Festival, since dry
fruit is one of the desired goods for the
Chinese New Year(as gifts and for guests).
The search frequency of
“canned food” in 2018 on
Baidu index
The search frequency of “dry
fruit” in 2018 on Baidu index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends
The 2018 Spring
Festival in China
The 2018 Spring
Festival in China

ALL RIGHTS RESERVED
Baidu Index –
Interest trends
toward the
segments (2/2)
The search index of instant food fluctuated
around its average value and reached the
lowest point during the February 2018 when is
was the Spring Festival.
The number of searches of puffed food showed
decreasing and reached the lowest point during
September and October 2018 for the Mid-
Autumn Festival and Chinese National day.
“instant food” in 2018 on Baidu
index
“puffed food” in 2018 on Baidu
index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends
The 2018 Spring
Festival in China
The Mid-
Autumn
Festival
Chinese
National
day

ALL RIGHTS RESERVED
Baidu Index –
Semantic analysis
(1/2)
The most related keywords to
“Dry fruit” are “Cashews”,
“nuts”, “whole sales market of
dry fruit” and “dry fruit from
Xinjiang province”.
“Potato chips” are “Lays”, “Lays
potato chips”, “Copico/Copico
potato chips”, “Pringles”
“fries”, “the way of making
potato chips” and “potato
chips brands”.
Dry fruit
Cashews
Nuts
Whole sales market of
dry fruit
The effect
of figs
Xinjiang
province
Dry fruit from
Xinjiang
province
Different kinds of
dry fruit
Dry fruit
brands
Potato
chips Lays
Copico
Lays potato
chips
Potato
chips
brands
fries
The way of
making Potato
chips
Copico
potato
chips
Pringl
es

ALL RIGHTS RESERVED
Baidu Index –
Semantic analysis
(2/2)
“Cookie” are “original taste
cookie”, “how to make
cookie”, “cookie made by
eggs” and “Lady Finger” (a
kind of biscuit from Italy).
“Cooked food” are “Cooked
food franchise”, “top 10
brands of delicatessens” and
“Tianfuhao” (a Chinese
processed food brand).
Cookie
original
taste
cookie
cookie made
by eggs
the way of
making cookie
Lady
Finger
How to make
cookie
cookie
brands
Cranberry
cookie
Cooked food Brands
delicatessens
Tianfuhaotop 10 brands
of delicatessens
Cooked
food
franchise
Prepared
cold
Franchise

ALL RIGHTS RESERVED
Zhihu questions –
consumer concerns &
information requests
On Zhihu, questions and
answers about instant food
can fit into one of two
categories:
1) Products recommendation
based on different needs
(mainly about tastes,
convenience and safety).
2) Knowledge about instant
food, such as production
process and nutrition.
Is there any
delicious ready-to-
eat meat that are
easy to buy?
TEH HO (德和), it‟s
the brand
recommended by
people from Zhihu, I
brought its canned
beef, it looks exactly
the same with the
picture. It‟s delicious
and not very spicy.
Which ready-to-eat
bird‟s nest brand is
good?
Most bird‟s nest
comes from
Indonesia, about
ready-to-eat bird‟s
nest, I recommend a
Singapore brand
HOCKHUA (福华).
Its ready-to-eat
bird‟s nest is
delicious and safety.
Zhihu is the first Q&A website. in China, and
has transitioned to a social media sharing
platform gathering more than 100 million
answers on various topics. The platform is
especially relevant to reach higher-, well-
educated social classes

ALL RIGHTS RESERVED
Social media
analysis - Wechat
On WeChat, most posts and articles about
instant food are recommendations of instant
food with good taste (international and
domestic). Different kinds of instant noodles
are very popular among those posts.
Healthy and safety issues are also important
content in many posts.
Instant food that can arouse your appetite! You will
never worry about hungry when you back to home.
Hot dry noodles , instant bibimbap and macaroni
cheese.
This post has 890 views on WeChat.
What is the damage for health when a person eats
instant food frequently?
It‟s Ok to eat instant food once a week, but the person
will be undernourished for long-term eating. Also, it‟s
better to eat instant food with vegetables and don‟t
drink the soup when eat instant noodles and put less
condiment in it.
The article has 1,239 views.
Wechat is the #1
social media in
China and an
absolute must-have
for a market entry
promotion. It
accounts for over 1
billion active users

ALL RIGHTS RESERVED
Social media
analysis - Weibo
On Weibo, the sharing of instant/processed
seafood, noodles , meat and dumplings are
the main posts about instant food.
International brands and domestic brands
are both popular among those posts, many
consumers like instant food from other
Asian countries, such as South Korea.
Processed/cooked spicy crab (instant seafood), 4
crabs per package and free shipping.
The post has 40 likes and 91 shares.
What‟s the main instant food for lazy couples last
month.
Instant rice noodles , processed fried dumplings
and Korean instant dumplings.
The post has 36 likes and 46 comments.
Sina Weibo is a
microblogging site
with nearly 400
million monthly users,
and is a well
leveraged platform to
spread marketing
campaign on Chinese
Internet

ALL RIGHTS RESERVED
Context of
consumption in
China
On Social media, pictures
about instant food are usually
taken from the consumers’
home, cars, supermarket and
convenient stores, most of the
pictures are recommending
different kinds of instant food
because they are cheap, tasty
and super convenient
Domestic brands and
international brands are both
very popular among Chinese
consumers
The picture has been
taken from home
and shared on
Weibo and those
instant food (and
snack food) was
purchased from
supermarket.
This picture has
been shared on
Baidu Tieba (百度贴
吧), which is a
popular online
community that
heavily integrates
Baidu„s search
engine. This post
recommended
about instant hot pot
for tasty and super
convenient

ALL RIGHTS RESERVED
Online trends :
consumer
perception
On Tmall/Taobao and JD, most positive feedback focused
more on flavour, fast delivery and reasonable price.
Negative feedback focused more on unpleaseant food,
broken packages, slow delivery, high price and
insufficient quantity of goods.
I‟m a regular customer of this kind of instant noodles , it
has high cost performance. Its price is lower than offline
stores and delivery is also good. I‟m very satisfied.
The food is tasty, it‟s very spicy, it make me feel good. I
will buy it again, since it‟s so delicious.
The food is very delicious and its price is reasonable, I
will buy it again
The food is disgusting , it‟s totally made by starch. I will
not buy it again.
The delivery is too slow, I have waited the product for
more than one week.
The food is not tasty, there is only a little of vegetable
and it‟s expensive. I‟m very disappointed.

ALL RIGHTS RESERVED
COMPETITION
ANALYSIS

ALL RIGHTS RESERVED
Market shares in
China
As the most popular instant food in China, the instant
noodles market is dominating by large domestic brands,
such as Master Kong, that occupied more than half of the
China’s instant noodles market in 2017.
In recent years, more international brands have entered
China’s instant noodles market, they are mainly from Asian
countries, such as South Korea and Japan.
Master Kong
51%
Uni-president
21%
Other brands
28%
Market share of leading instant noodles brands in China
by sales revenue (2017)
Source: Forward the Economist

ALL RIGHTS RESERVED
Competition
analysis:
Instant noodle
On Taobao/Tmall, the sales of domestic instant noodles
brands (leading brands) are much higher than most
international brands.
The top seller price of international brands is higher than
domestic brands on Tmall and international brands’ price
range is larger than domestic brands.
Brands International
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
November 2018
Top seller
price on
Tmall
Price range on
Tmall/Taobao
(RMB)
Master Kong
(康师傅)
Domestic Yes 1,780,352 items 12.9 RMB 7.5 to 105
Uni-president
(统一)
Domestic Yes 1,022,954 items 24.6 RMB 7.5 to 195
SamYang (三
养)
International Yes 797,884 items 28.9 RMB 7.5 to 228
Nong Shim
(农心)
International Yes 311,788 items 43.9 RMB 2.6 to 226

ALL RIGHTS RESERVED
Competition
analysis:
Instant rice
On Taobao/Tmall, the most sales of instant rice (mixed with
other cooked food) come from domestic brands,
international brands’ online sales are generally low, even if
they have lower price.
Since Chinese brands already built good reputation and
many international brands focus more on instant noodles ,
therefore, instant rice online market is dominated by
domestic brands.
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
November 2018
Top seller
price on
Tmall
Price range on
Tmall/Taobao
(RMB)
Xinmeixiang
(新美香)
Domestic Yes 232,149 items 49.8 RMB 20 to 88
Gunyan (谷言) Domestic Yes 91,546 items 72 RMB 4.5 to 231
CheilJedang
(希杰)
International Yes 20,048 items 22 RMB 9 to 150
Nissin (日清) International Yes 232 items 38.8 RMB 10 to 50

ALL RIGHTS RESERVED
Competition
analysis:
Instant meat
As for the instant meat, the sales of domestic brands are
obviously higher than international brands on
Taobao/Tmall, domestic brands are more popular among
Chinese consumers as well.
The price of international brands is relatively higher than
the price of domestic brands on Taobao/Tmall.
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
November 2018
Top seller
price on
Tmall
Price range on
Tmall/Taobao
(RMB)
Maling (梅林) Domestic Yes 138,440 items 69.9 RMB 6 to 334.9
Ganzhu (甘竹
牌)
Domestic Yes 42,451 items 9.7 RMB 9.7 to 39.9
Spam (世棒) International Yes 31,619 items 32.8 RMB 19.9 to 159
The Ho (德和) International Yes 9,402 items 57.9 RMB 9.8 to 298

ALL RIGHTS RESERVED
E-commerce
landscape of the
instant noodle
Since instant noodles is the
most common instant food in
China and most instant
noodles brands target the
mass market, thus the prices
of instant noodles are
generally low on Tmall and JD.
Most expensive SKU Cheapest SKU
Top seller SKU
•Xiluohui (嘻螺会)
•13.26 RMB
Top selling SKU
•7.5 RMB
•276 RMB
Price range of
the category
•0.93
•Market still driven by price
Ratio top
selling price vs
average price
•14.16 RMBAverage price

ALL RIGHTS RESERVED
Business cases – Master Kong (康师傅)
Digital activity
Master Kong is the largest and
most popular instant noodles
brand in China. The brand’s
official website mainly focuses
on introducing new arrivals and
brand stories.
Since the 2018 Double 11
shopping day (the largest offline
and online shopping day in
China, launched by Taobao), the
sales of Master Kong’s instant
noodles increased rapidly in
November, comparing with
previous months.
http://www.masterkong.com.cn/
Platform Presence Official
account
Volume (sales, product reviews
or traffic)
Masterkong.c
om.cn
Yes Yes 75,008 visits, monthly
Taobao/Tmall Yes Yes 1,780,352 items, in November
2018
JD.com Yes Yes More than 6 million comments
Kaola No No The brand isn’t selling on Kaola
Pinduoduo Yes Yes 11,152 items, daily sales

ALL RIGHTS RESERVED
Business cases – Master Kong (康师傅)
E-reputation in China
The most related keywords of
“Master Kong instant noodle”
are “Master Kong beef
noodle”, “spokesman of
Master Kong” and its
competitors, such as “uni-
president” and “Baixiang”.
The brand mainly releases
advertising videos, pictures
and articles about new arrivals,
important events and discount
activities on Weibo and
WeChat accounts.
Platform Presence Followers Posting
frequency in
November
Wechat Yes 96,495 7 posts
Weibo Yes 1,970,706 11 posts
Master Kong
instant noodle
Master Kong
beef noodle
Spokesman of
Master Kong
Baixiang
Uni-president instant noodle
Master Kong
spicy beef
noodles
Beef
Spokesman of
Master Kong in
2017

ALL RIGHTS RESERVED
Business cases – Sanquan (三全)
Digital activity
Sanquan is a well-known
Chinese brand specialized for
frozen/instant food. The
brand’s official website
provides info about new
arrivals and its most popular
food in China.
Sanquan’ products have been
selling on the main e-
commerce platforms in China,
such as Tmall, JD and
Pinduoduo.
https://www.sanquan.com/
account
or traffic)
Sanquan.com.
cn
Taobao/Tmall Yes Yes 23,842 items, in November 2018
Pinduoduo Yes No 0 sales

ALL RIGHTS RESERVED
Business cases – Sanquan (三全)
“Sanquan food” are “Sanquan
food limited company”,
“Sanquan official website”,
“Sanquan glue pudding” and
its competitors, such as
“Synear food” and “Anjoy
food”.
The brand has built official
accounts on WeChat and
Weibo and published videos
and posters about events and
new arrivals.
frequency in
November
Weibo Yes 208,652 31 posts
Sanquan foodOfficial
website of
Sanquan
food
Sanquan quick-frozen food
Sanquan food
limited company
Sanquan glue pubbing
Anjoy food
Synear Sanquan food recruitment

ALL RIGHTS RESERVED
Business cases – Shuanghui (双汇)
Digital activity
Shuanghui is a famous
Chinese food brand focuses
on processed/instant meat
market in China, its signature
product is ham sausage.
The brand’s official website
usually shows the information
about its popular products,
discount activities and
company news.
The brand has built official
stores on the main e-
commerce platforms in China,
such as Taobao/Tmall and JD.
http://www.shuanghui.net/
account
or traffic)
Shuanghui.co
m.cn
Taobao/Tmall Yes Yes 19,267 items, in November 2018
Pinduoduo Yes No 12,083 items, daily sales

ALL RIGHTS RESERVED
Business cases – Shuanghui (双汇)
“Shuanghui group” are “the
development of Shuanghui”,
“Shuanghui’s official website”,
“recruitment of Shuanghui”
and the brand’s competitors,
such as “Yurun” and “Jinluo”.
The brand promotes its
products in China by releasing
news and info about its
important events and new
arrivals on Weibo and WeChat,
but those two platforms
haven’t been fully used by the
brand in November.
frequency in
November
Weibo Yes 17,082 5 posts
Shuanghui group
Recruitment
of Shuanghui
Development
of Shuanghui
Official
website of
Shuanghui
Yurun
Jinluo
Shuanghui
ham sausage
Want-Want Group

ALL RIGHTS RESERVED
Comparing online
interest for leading
brands
On Baidu index, Master Kong showed the highest search
frequency, Sanquan had the second highest search
frequency and Uni-president showed the lowest search
index during the past one year.
On WeChat index, Master Kong showed the highest
search frequency and much higher than the other three
brands in past 30 days.
The search brands are
Master Kong
Sanquan
Shuanghui
NONGSHIM
Uni-president
The search brands are
Master Kong
Sanquan
Shuanghui
NONGSHIM

ALL RIGHTS RESERVED
Advertising –
case study
The advertising video of
instant noodles was released
by Tangdaren (汤达人), which
is a well-known instant
noodles brand in China.
Since the brand mainly attracts
Chinese consumers by
providing instant noodles
with different tastes soup, its
advertising video highlighted
the delicious and nutritious
soup for instant noodles
(Many Chinese people like
drinking noodles soup).
https://v.youku.com/v_show/id_XMzE1NTM3OTU2O
A==.html?spm=a2h0k.11417342.soresults.dtitle
The advertising video is about instant noodles released by Tangdaren (汤达人)
The video is focusing on making soup for the instant noodles of Tangdaren. The
advertising consists of two secerns: 1. The process of making soup by a chef. 2. Add
soup into instant noodles
Finally, the video expressed the slogan: Good noodles come from the soup (好面汤决
定)
Besides, the logo of JD is showed in the video all the time, it impliesthe main online
sales channel of Tangdaren is JD.
Only for the audience in
China

ALL RIGHTS RESERVED
Brand naming –
case studies
The Chinese names of instant
food brands generally
highlight their food’s
good/varied tastes and high
quality (nutritious, healthy and
etc.)
Many brands directly show the
main food and tastes of their
instant food through their
names, such as “香辣牛肉面”
(spicy beef noodle).
•“食” means food or eat, “面” means noodles , “八
方” means different areas. “食面八方” means eat
noodles from different areas (varied tastes).
•The name implies the instant noodles cover
different tastes from different areas of China.
食面八方
(noodles
brand from
Master Kong)
•“状元” means “Number One Scholar”, title
conferred on the one who came first in the
highest imperial examination in ancient China.
It is also used to describe people who scored
the highest in the university entrance exam.
状元
(dumpling
brand from
Sanquan)
Justification /
reason /
detail #1
•“王” means “king” and “中” means “of/in”, “王中
王” means “The king of kings”.
•The name implies the product is the best of the
best among all sausages in China.
王中王
(sausage
brand from
Shuanghui)

ALL RIGHTS RESERVED
Distribution and
promotion: Online
sales of instant food
The distribution channels of instant food in China consist of
5 parts: supermarket, convenient stores, e-commerce
platforms (Taobao/Tmall and JD), wholesales market and
vending machines.
As the most important online sales channel, Taobao/Tmall
showed high instant food sales in June and November for
618 Ideal Life Carnival and Double 11 shopping Carnival
(both are large shopping days launched by Taobao/Tmall).
1020.3
642.7
691.7 703.5 731.7
1064.4
0
200
400
600
800
1000
1200
June July August September October November
MillionRMB
Sales revenue of instant food on Taobao/Tmall
(million RMB–June to November 2018)
Source: Maijia.com

ALL RIGHTS RESERVED
Online retail
Coverage in China
The number of brands on JD
are more than Tmall, mainly
due to the higher
requirements and deposit of
Tmall for those brands want to
entry the platform.
International and imported
brands mainly come from
Europe countries (Italy,
England and etc.), Southeast
Asia (Singapore and Thailand)
and South Korea.
Market
Segments
Number of brands
selling on Tmall
Number of brands
selling on JD
Instant noodles 199 520
Instant rice 153 184
Instant meat
200 485
Instant porridge 198 225
Canned food 199
569

ALL RIGHTS RESERVED
Offline retail:
Coverage in
Shanghai
Since the instant food is one of the most common food in
China, supermarket and convenient stores are its
important offline retail channels. We use Shanghai’s
convenient stores (different brands) as the examples of
distribution channels.
Brands of
chain stores
Number of
stores in
Shanghai
Family Mart 1,722
7-11 197
Alldays 708
Lawson 753
Baidu Map: 15,402 results Dianping: 44,517 results

ALL RIGHTS RESERVED
On-the-shelf:
representation of the
category in stores
As one of the most common
products in China, instant food
is purchased by consumers in
supermarket, convenient and
cooked/processed food stores.
In those stores, instant food
usually has individual area
(several shelves) and one
segment (such as instant
noodles ) have one shelf.
Most types of instant food are
cheap products in those
stores, since they are daily/fast
food.

ALL RIGHTS RESERVED
Online sales:
volume assessment
Instant noodles showed the highest sales on Tmall/Taobao,
which was the 9 times of instant rice (rice mixed with meat
and vegetables) sales on the same platforms.
The sales of instant meat were much higher than instant
vegetables, which means instant/processed vegetables
haven’t been popular in China.
Brands
Way of ranking: general, popularity, new arrivals, sales and price
Instant food
Categories
18.79
2.20
Instant noodles Instant rice
Sold items of instant noodles and instant rice on
Taobao/Tmall (million–November 2018)
770.9
79.6
Instant meat Instant vegetables
Sold items of instant meat and vegetables on
Taobao/Tmall (thousand –November 2018)

ALL RIGHTS RESERVED
Promotion channels to
leverage for international
brands in China
Dedicated Websites/Apps:
Sfbest.com (顺丰优选)/
Sfbest.com app
Zghsp.com (中国好食品商城)/
Zghsp app
Womai.com (中粮我买网)/
Womai.com app
Specialized Magazines:
Food and Life (食品与生活)
Gourmand (美食)
China Food (中国食品)
Sfbest.com (顺丰
优选) is a
specialized food
website, instant
food is an
important part of
the shopping
website.
Food and Life (食
品与生活) is a
specialized food
magazine that
focuses on
Chinese people‟s
daily meal.

ALL RIGHTS RESERVED
The KOL landscape
in China
For international brands,
KOLs are a huge part of
modern Chinese product
promotions, and instant
food consumers are
influenced by KOL’s shared
opinions and experiences.
China's KOLs, who usually
post content about instant
food, mainly consist of the
food KOLs and brand
founders.
This is a well-
known food KOL‟s
Weibo account.
The KOL mainly
post info, pictures
and videos about
picking food and
cooking, instant
food is one part of
those posts. Her
account has
8,591,947
followers. One of
her posts about
canned food has
156 shares
This is a well-
known food KOL‟s
Weibo account.
The KOL‟s posts
focusing on
cooking and food
recommendation.
Instant food is an
important topic
among those
posts. One of her
posts about instant
noodles has786
shares and 901
likes.
The Key Opinion Leader (KOL), or influencers, are a
major part of the Chinese online journey, and therefore
of the online marketing funnels for international brands
in China. KOL will especially be as relevant to target
niche audience (micro-KOL) and mainstream consumers
(mass-market)

ALL RIGHTS RESERVED
Health and nutrition
are new trends of
China’s instant food
In order to increase the sales of instant food in China,
most brands (domestic and international) are investing
more resources into R&D to create new products.
Health is the direction of development in the instant food
industry.
• Low-fat food, low calorie (sugar) food and low-salt
food are becoming popular among Chinese
consumers, instant food brands have created more
healthy instant food, such as the non-fried instant
noodles and additive free instant food.
Health
• The raw materials of instant food also been
improved, more vegetables, fruit and whole-grain
cereals have been a significant part of many types
of instant food in China.
Nutrition

ALL RIGHTS RESERVED
OUR OFFICES
Beijing, China
Dongzhong Jie #40
Shanghai, China
Room 504, 768 Xietu Road, Xuhui
District
Hong-Kong Island, Hong-
Kong, 13 Queen’s Road, Floor
23
ABOUT US
Daxue Consulting is a market research
Company dedicated to providing the best
specially tailored, high quality, customer-
specific data in one of the most
challenging markets in the world; China.
We leverage our unique network of
university organizations and professors,
business associates, industry experts and
foreign and local consultants to find the
information you need efficiently, reliably and
in a manner that addresses your specific
needs. We excel because we’re reliable,
resourceful and flexible, everything that the
Chinese market demands.
TO ACCESS MORE INFORMATION ON THE SHARING ECONOMYIN CHINA, PLEASE CONTACT DX@DAXUECONSULTING.COM

ALL RIGHTS RESERVED
This report is the property of
Daxue Consulting. No
copyrighted materials may be
reproduced, redistributed, or
transferred without prior
consent from Daxue Consulting.
For more information on the
sharing economy in China,
please contact us.
CONTACT US
HONGKONG|BEIJING|SHANGHAI
www.daxueconsulting.com
dx@daxueconsulting.com
+86 (21) 5386 0380
+86 134 6658 3902
© 2018 DAXUE CONSULTING
ALL RIGHTS RESERVED

The ready-to-eat market in China by Daxue consulting

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to The ready-to-eat market in China by Daxue consulting

Similar to The ready-to-eat market in China by Daxue consulting (20)

More from Daxue Consulting

More from Daxue Consulting (20)

Recently uploaded

Recently uploaded (20)

The ready-to-eat market in China by Daxue consulting