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Experts point out that the basic functions of condiments are still important
Since the reform and opening-up, China's condiment industry has experienced remarkable growth. Output has steadily increased, product quality has improved continuously, and the structure of products has been effectively optimized. The market potential is vast and promising. Recently, at the National Sanitary Standards Symposium for the Health Industry and the Soy Sauce and Vinegar Sanitary Standards Conference, Wei Xiangyun, President of the China Condiment Association, emphasized that compound seasonings are becoming a major trend, yet their fundamental role in flavoring remains central to their development.
The trend toward compound seasonings is strong, and their standard positioning is reasonable. In recent years, the unique characteristics of condiment products have drawn increasing attention from government departments and industry professionals. First, condiments are essential in every household kitchen, greatly enhancing the convenience of daily life. Second, they play a crucial role in supporting the catering industry, which now generates annual turnover between 400 billion and 500 billion yuan, with condiment consumption accounting for approximately 40 to 50 billion yuan. It’s fair to say that Chinese cuisine, deeply rooted in traditional flavors, cannot thrive without new seasoning options that meet modern consumer tastes and living standards. Third, condiments serve as key raw materials for the food processing industry. With advancements in technology, some previously restricted ingredients are now more accessible, allowing many condiments to function not only as end products but also as intermediate materials used in the production of other food items. Some are consumed directly, while others are blended into processed foods to create new products.
According to research on both foreign and domestic trends, sales of traditional single condiments are declining, while demand for new compound seasonings is rising rapidly. These compound seasonings are evolving quickly, offering a wide variety of options. However, due to differences in usage habits and taste preferences, it is challenging to accurately define their names and contents. Sensory and chemical properties vary significantly, making it difficult to establish a universal set of standards. Therefore, Wei Xiangyun pointed out that the requirements for setting industry standards for imported condiments and those used after processing differ. As a result, these compound seasonings cannot be adequately regulated by national or industry standards alone. Instead, companies should develop more scientific and practical internal standards that align with actual production and consumer needs. This approach encourages innovation based on market demands and helps meet diverse consumer preferences. Only when a product becomes widely adopted and mass-produced can industry and national standards be gradually established. At the meeting, participants also suggested that the Ministry of Health should promptly develop hygiene standards for compound seasonings to provide a solid foundation for their future development.
Market positioning should emphasize flavor enhancement rather than overemphasizing functionality. As people become more health-conscious, the number of seasoning varieties has grown, and so has the interest in functional ingredients. But how should we position condiments in the market? Wei Xiangyun believes that while it is acceptable to promote the nutritional and health benefits of condiments, their primary function is to enhance flavor. They should not be marketed as functional foods like dietary supplements or fortified products. Overemphasizing functionality could shift focus away from their role as daily essentials, potentially undermining their core appeal and sales potential.
For example, chicken seasoning and iron-fortified soy sauce illustrate this point clearly. Chicken seasoning is a versatile condiment used in soups, stir-fries, and more. If its identity is overlooked in favor of focusing solely on the "chicken content," it risks losing its true essence. Similarly, iron-fortified soy sauce is a public welfare initiative promoted by the China Condiment Association and the Chinese Center for Disease Control and Prevention. However, some companies see it as a profit-driven opportunity, believing that producing it will quickly boost sales. This is a misunderstanding. Iron-fortified soy sauce is still a type of soy sauce, and its success depends on existing brand recognition and market presence.
In conclusion, Wei Xiangyun reminded businesses that the main purpose of condiments is to enhance flavor. Straying from this fundamental concept can lead to strategic misdirection and confusion in product development.