Kraft Heinz is prioritising convenience and localisation to drive growth in China’s condiment market, adapting both product formats and flavours to align with Chinese consumers' culinary preferences. Unlike Western markets where condiments are frequently used for dipping, Kraft Heinz identified that Chinese consumers rarely dip at home, as meals typically consist of rice or noodles. Recognising this, the company has created new “dipping” occasions tied to popular Chinese festivals and foods, such as spring rolls at Chinese New Year or dumplings during summer, helping to build cultural relevance.
To further appeal to the Chinese market, Kraft Heinz invested CNY100 million (USD 14.1 million) in convenient squeeze bottle packaging, moving away from traditional glass bottles to meet the demand for ease of use. The introduction of single-serve packs for mayonnaise and salad dressings also targets individual consumers, allowing them to try diverse flavours—a significant draw, given that 63% of Chinese consumers show interest in exploring new tastes.
Moreover, Kraft Heinz has adapted recipes to cater to local flavour preferences. For ketchup, the brand developed a sweeter and more intense sweet-and-sour flavour compared to global versions, while for mayonnaise, the Chinese preference for sweeter flavours has led to a customised product. This nuanced approach, combining convenience, localisation, and culturally resonant marketing, underpins Kraft Heinz’s strategy to maintain its leadership in the Chinese condiment market.
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