A new healthy wind of salt reduction is blowing.
With the improvement of people's health concepts, the demand for healthy diet is becoming more and more intense, and the concept of diet is accelerating, and "salt reduction", "less oil" and "less sugar" have become the core labels of healthy diet. As a stronghold of healthy eating, the kitchen plays an increasingly important role in consumption upgrading. As the most important part of kitchen salt control, condiments are bound to usher in an opportunity for industry upgrading.
At the same time, according to the strategic theme of the "Healthy China 2030" Planning Outline, universal health has risen to the height of national strategy. Many enterprises have seen the innovation opportunities of salt reduction products, in the past two years, salt reduction soy sauce products have been emerging in the market, and various brands are also trying to emerge here; among them, Lee Kum Kee seems to have sensed the needs of the market earlier, and launched a series of "thin salt soy sauce" products such as "thin salt raw soy sauce" more than ten years ago, so when this salt reduction new product is competing to emerge, Lee Kum Kee has become a leading brand in the subdivision category of salt reduction soy sauce; previously launched a high-end thin salt raw soy sauce product - special thin salt head road, It can be seen that Lee Kum Kee is determined to continue to expand in the field of salt reduction.
However, looking back at the salt reduction market, it is found that even if consumers' demand and awareness of salt reduction are increasing day by day, it seems that only the salt reduction soy sauce market has been in full swing, and salt reduction products have not been seen in other condiment categories.
Recently, Food Jun found that Lee Kum Kee launched a new product of thin salt oyster sauce, which has been listed on the e-commerce platform. This heralds the emergence of a "salt-reduced oyster sauce" market, and this time it was Lee Kum Kee who was ahead of the curve. Out of curiosity, the food jun also did a study of the new product, the product advertised salt reduction of 30%, and played the concept of "0 fat", it is worth noting that the oyster sauce in the ingredient list ranked first, with the slogan of "full of oysters and fresh" to reflect the characteristics of the product oysters. It meets the needs of a group of foodies who want to eat and are afraid of fat.
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With strong strength, Lee Kum Kee became the "forerunner" of the thin salt oyster sauce track
At a time when brands want to show their fists in the health market, why can Lee Kum Kee be the first to enter the market of salt-reducing oyster sauce? Food Jun believes that this is not unrelated to Lee Kum Kee's brand history and production process.
It is said that oyster sauce comes from Lee Kum Kee, dig deep into the history of the brand to see that this oyster sauce made its fortune, founded in 1888, has more than 100 years of oyster-making experience, and its products are exported overseas. This information is all conveyed to people: Lee Kum Kee is an oyster sauce expert.
In terms of product taste, Lee Kum Kee's advantages are also obvious, "oyster umami flavor" and "pure taste" are generations of consumers and even professional chefs' evaluation of Lee Kum Kee oyster sauce, which shows that this century-old oyster-making experience has brought Lee Kum Kee a solid technical accumulation and accurate grasp of oyster fresh.
As we all know, table salt occupies a very important position in oyster sauce, and "salt reduction = freshness reduction" has become a problem that oyster sauce needs to overcome, and it has also become a pain point for major brands. This is also likely to be the reason for the delay in seeing the "salt reduction oyster sauce". It is understood that the thin salt oyster sauce launched by Lee Kum Kee this time has been repeatedly experimented and polished, and finally on the basis of salt reduction, it does not reduce the oyster freshness of the product itself, does not affect the deliciousness of the dish, and can fully protect the oyster freshness while reducing salt.
Obviously, Lee Kum Kee's century-old oyster-making experience and authentic formula have become lkky's priority in entering the field of salt-reducing oyster sauce, and have also become a weapon to help Lee Kum Kee form a distinction with other brands of oyster sauce.
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The prospects for the thin salt oyster sauce market are promising, and Lee Kum Kee continues to lead the new thin salt track
Lee Kum Kee Thin Salt Oyster Sauce has only been listed on the e-commerce channel for more than ten days, and has shown good sales results in the short term. Judging from the platform comments intercepted by the food jun, there is no lack of comments such as "it seems to be the first time to see the salt-reduced oyster sauce" and "finally saw the thin salt oyster sauce, decisively placed an order", which shows that the consumer's demand for salt-reduced oyster sauce has actually been there, and this time Lee Kum Kee is stepping on this market vacancy and quickly grabbing the first batch of users. At the same time, many reviews show the recognition of product tastes and the tendency to buy back.
On June 8, Lee Kum Kee Thin Salt Oyster Sauce landed on Via's live broadcast room for the first time, setting a sales performance of 20,000 copies in just a few minutes. In addition to the brand power and anchor influence behind this, it once again verifies Lee Kum Kee's vision and ability to grasp the market, and thin salt oyster sauce has also established a first-mover advantage on the track of "salt reduction oyster sauce".
Consumer demand is already a powerful catalyst for the market. Only products that truly meet the needs of consumers can attract people to stop and stay.
After seeing the performance of Lee Kum Kee thin salt oyster sauce on the e-commerce platform, food Jun speculated that this product will soon be opened in retail stores, and the listing of thin salt oyster sauce in addition to blowing a "healthy" wind on the oyster sauce shelves, it is important to bring new consumer attention to retail stores and bring more customer flow to stores. It is reported that offline dealers have also shown high interest and attention to thin salt oyster sauce, and have begun to prepare for offline shopping.
At the same time, the oyster sauce market is still expanding rapidly. According to the "2020-2025 China Oyster Sauce Industry Market Depth Analysis and Investment Planning Research Report" released by the Huajing Industry Research Institute, the current oyster sauce penetration rate is low, and the penetration rate of oyster sauce in China in 2018 is only 22%, but because of the lowest penetration rate, the oyster sauce category is in the early stage of rapid volume, and it is expected to become a large product with a high frequency of soy sauce in the future. Thin salt oyster sauce entering the market at this moment also has the hope of riding the momentum.
Source: Huajing Intelligence Network
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What breakthrough can condiments make under the "big health concept"? Lee Kum Kee deserves attention
If Lee Kum Kee's strength is only in the field of "salt reduction" condiments, food jun does not think so.
Starting from the high-end oyster sauce led by The Old Zhuang Oyster Sauce and fortuna Oyster Sauce, Lee Kum Kee has increased product visibility with a simple formula without adding preservatives, which shows that "salt reduction" is not the end of Lee Kum Kee, and there is a greater ambition to excavate and explore the concept of "great health".
After the track of "salt-reducing soy sauce" and "salt-reducing oyster sauce", what breakthroughs can condiments make under the "big health concept"? Lee Kum Kee is a brand that deserves the continued expectation and attention of the entire industry and consumers.