The frozen food table of evolution
About two years ago, food marketing expert Lou to peng high ground to shout out: "kitchen table is an unprecedented brand revolution!" , wrote Mr Lou said: "find a industry and the market category, is more important than find a product market. Each of the lack of a strong brand category, is a huge market opportunity, the chance of achievement is a strong brand! Kitchen table food market, is the next big brands birthplace, which contains the make great businesses and entrepreneurs strategic opportunities." In confirming its views, Mr Lou listed many agricultural products, including eggs, fruit, vegetables, fish, rice, etc., strictly speaking is just can be placed in the kitchen of food raw materials, they are just "kitchen food" -- and, of course, they will go next table.
Real "table" food in Lou to peng has not mentioned in the article, which is likely to be greater than the kitchen space strategy. So, what is the food table? This is a stupid question, need to follow the common sense can answer: average family usual family eat the food at the dinner table, table is food - in short, the food.
Now mature category, such as instant noodles, convenient fan, rice, frozen dumplings, quick-frozen dumplings, of course, can be classified as table food, but they are either not really into the mainstream of the family meal consumption, such as instant noodles is a lot of people had to eat food, only remotely lazy, or busy to die will eat; Either at the feast to eat, or in the entire table rate is extremely low, such as dumplings dumplings. The table already has a mature brand and market food, is "rice", is a staple food. The "food" as opposed to a meal, it's very trouble.
For a two year old baby's mother, let her rice pot press the button such as cooked rice is very simple, let her to go to the market to choose five or six dishes sorting optional cut ingredients cooked is very cruel, but she may have to go to the company clock in at the supermarket queue and to nurse the baby. As a result, cook for ordinary working-class families become more and more is an intolerable thing - for white collar or golden collar gens, cook is not only difficult to tolerate, and Dan is not enough for cooking technology and become very miserable.
How to do?
The trouble is the business, the trouble of consumer, is the merchant's business.
The United States in the 90 s the wind of the family Meal Replacement (HMR: Home Meal Replacement) was born in the new household consumption situation. Likewise, Japan is popular in the "food", also because of its instead of the "feed" cumbersome, from "feed" expensive and prevails.
Then, the domestic market will give table dishes food much imagination?
In order to find out, we specially focus on those who are expected to board the ordinary people family table of quick-frozen food, hope to have insight into the evolutionary path of Chinese family meal replacement.
See table food consumption revolution from the us-japan HMR development
Family Meal Replacement (Home Meal Replacement, HMR) originated in the United States, the boom in Japan. "Family meal replacement" (HMR), is a family to make the diet solution in a domestic consumption. HMR is a new form of traditional family dinner, keep it in the original family taste, ensure the safety of food hygiene, on the basis of the main course and main material processing, outside the family as a family outsourcing deli, and regulate the way of semi-finished products and processing dishes, in order to reduce the family in the process of equipment eat as much as possible the time and effort. HMR appears one of the fundamental starting point is to keep the family dine together, can make the whole family to enjoy the warmth of family, so the quality and taste of HMR to consistent with the family kitchen do meal, for a family at the dinner table to eat, therefore, HMR is closely related to food processing and seasoning. Because the HMR is external processing production in the family, domestic consumption, compared with domestic equipment eat, supply chain greatly extended, food hygiene safety is crucial, so HMR more appear in the form of refrigerated food.
So far, HMR concept is not in the traditional sense of the scientific definition, nor about form, color, size, packaging, function defines a standard, but from the consumption on directivity. Oerall, HMR there are four categories: one is a variety of ready-to-use food/Ready meal (Ready to Eat, RTE), refers to the fast food can be directly edible food, such as such as fast food restaurants and supermarkets such as pizza, hamburgers and Fried chicken in normal temperature fast food; Secondly, all kinds of refrigerated food/namely hot meals, Ready to Heat, RTH), refers to use microwave ovens can rapid heating after hot food, frozen food, for example, canned soups, etc. Three is for processing food/Cook meals (Ready to Cook, RTC), refers to the immediate moment can heating cooked food, such as flavoring grilled meat, pickled meat or fish, etc; Four is washed vegetables and semi-finished dishes/catering (Ready to Prepare, RTP), refers to the configured Ready prepared food, such as salad, vegetables, clean vegetables and hot pot material, etc.
United States: HMR lifted table "revolution"
World-famous for American fast food fast food for a long time and the United States is born the fast pace of urban life, urban consumers are in the habit of fast food consumption. In the mid - 1990 - s, the restaurant's annual sales over the grocery stores. Operating flexible grocery stores in order to cope with competition in the restaurant, then introduced a family meal replacement, initially sell household staple food bread and main course mashup to housewife, then gradually increase family meal consumption products, HMR later became a separate food categories, its product ideas and consumption patterns has been accepted by the American many food and beverage brands. Many American fast food or catering chain brand has special delivery family meal. Like KFC, pizza hut, Bob Evans Farm, Long John Silver's, Mimi's Cafe and Zoes Kitchen, etc., according to different breakfast, lunch and dinner specially designed home meal. After ten years of development, now restaurant chains home meal replacement or the seller dining consumption has accounted for a big proportion. Bob Evans Farms, the CEO of stevie davies (Steve Davis) in the second quarter financial meeting conference recently said, "in advance reservation sales share accounted for about 40% in the whole food industry, this is a big pie should strive for. If you at five o 'clock in the morning to Bob Evans, a restaurant, you will find that there are two kinds of different consumer groups, some people come in for dinner, some people came in and went away." In order to compete for a family meal replacement customer, restaurant chains at the time of product family design not only consider the convenience of product, can also according to the consumer is busy, time is tight and seeking cheap psychological to develop new products. Zoes, for example, Kitchen is therefore developed a "Ken dinner" packages, designed mainly for a family of four in the evening meal. Zoes Kitchen Rachel, a marketing vice President Philip Luther said, "we have a lot of domestic customers, they come to the restaurant to enjoy 'Ken dinner meal. They probably just sit and eat here with us at home, the only difference is that these eat out after our Kitchen side, rather than from their Kitchen." Restaurants and ZaShiDian meal replacement for the American family has changed the way household consumption, thus HMR consumption trend of popular known as the "revolution" table. The "revolution", although initiated by ZaShiDian, American fast-food chains are now produced a HMR market. According to the U.S. department of agriculture (USDA), according to a survey of 2011 American grocery stores price index rose 4.75% and 4.25 on average, compared with food prices have jumped in to 2-2.5%, many catering chain enterprises the opportunity to grab market share a lot of HMR. Chicago, executive vice President of Technomic consultancy Darren terrance tano (Darren Tristano) the analysis about "convenient consumers for the time is very tight, so the family meal replacement is a very good choice. And the price of the restaurant is very good, it is becoming more and more high cost performance."
See table food consumption revolution from the us-japan HMR development
Family Meal Replacement (Home Meal Replacement, HMR) originated in the United States, the boom in Japan. "Family meal replacement" (HMR), is a family to make the diet solution in a domestic consumption. HMR is a new form of traditional family dinner, keep it in the original family taste, ensure the safety of food hygiene, on the basis of the main course and main material processing, outside the family as a family outsourcing deli, and regulate the way of semi-finished products and processing dishes, in order to reduce the family in the process of equipment eat as much as possible the time and effort. HMR appears one of the fundamental starting point is to keep the family dine together, can make the whole family to enjoy the warmth of family, so the quality and taste of HMR to consistent with the family kitchen do meal, for a family at the dinner table to eat, therefore, HMR is closely related to food processing and seasoning. Because the HMR is external processing production in the family, domestic consumption, compared with domestic equipment eat, supply chain greatly extended, food hygiene safety is crucial, so HMR more appear in the form of refrigerated food.
So far, HMR concept is not in the traditional sense of the scientific definition, nor about form, color, size, packaging, function defines a standard, but from the consumption on directivity. Oerall, HMR there are four categories: one is a variety of ready-to-use food/Ready meal (Ready to Eat, RTE), refers to the fast food can be directly edible food, such as such as fast food restaurants and supermarkets such as pizza, hamburgers and Fried chicken in normal temperature fast food; Secondly, all kinds of refrigerated food/namely hot meals, Ready to Heat, RTH), refers to use microwave ovens can rapid heating after hot food, frozen food, for example, canned soups, etc. Three is for processing food/Cook meals (Ready to Cook, RTC), refers to the immediate moment can heating cooked food, such as flavoring grilled meat, pickled meat or fish, etc; Four is washed vegetables and semi-finished dishes/catering (Ready to Prepare, RTP), refers to the configured Ready prepared food, such as salad, vegetables, clean vegetables and hot pot material, etc.
Food to become "the second meal" in Japan:
The Japanese meals are divided into "feed", "food" and "eat out" three categories. "Eating" is in the home production and consumption; "Feed" is buy and eat in the restaurant; And "eating" is in the outside buy at home after edible after heating or processing (sometimes will be ready, but in other place to eat is also called the food). In Japan "feed" and "feed" in the industry in the overall size of the market, "eat out" accounted for from 95.3% in 1981 to 81.5% by 2005, and dropped year by year; "Feed" in proportion from 4.7% growth in 1981 to 18.5% in 2005, and the rose year by year. Falling outside the restaurant "feed" and "feed" in the table of the growth is showing a irreversible trend. Supply "feed" in the food production enterprise has three types: the first category is the mainly engaged in production of food and beverage enterprises; The second type is mainly catering and do production enterprises; The third class is designed for convenience store "feed" in the products of the factory, this kind of the most common, and close, division of industrial clustering and socialization is extremely high. Japanese food in high demand for fresh, in addition to a small number of to do or buy the customized products, most of the food products need to be refrigerated preservation. Moreover, refrigerated food has become the mainstream of Japanese food consumption, HMR prepared food in the frozen food production accounted for about 90%. At the same time, food preservation can be calculated by hours in Japan, it is necessary for fast delivery in time, generally within 30 km radius, a centre of product can be delivered for three or four hundred stores, and each store can cover nearby communities, office or business block. The objective requirement of the distribution and determines the Japanese food products in the sales channel of dispersion and multiplicity. The terminal sales methods of five kinds: a, convenience store system, Japan has a 7-11, sunkus, ok, Lawson convenience store chain, a total of stores more than 50000; Second, in the food store, mainly supply characteristic meal; Three, professional home store, for the elderly and curtilage gens, they generally with the third party logistics companies have long-term and stable cooperation and distribution; Four, food in the cafeteria, a large number of procurement semi-finished products or packages, the store only simple processing equipment, has realized the smoke-free restaurants; Five, in view of the direct selling big client and family group, some of the food manufacturer dedicated to develop business in this regard, especially network technology for large family group provides a convenient, but Japan's shopping habits don't like China.
From Japan HMR market development, the fast pace of modern urban family lifestyle requires a corresponding way of food consumption, in addition to the fast food, people also want to keep families enjoy the convenience and dining way of emotion, which is the rational choice and compromise of perceptual consumption balance, the result is aligning with HMR table consumption, it brings a revolutionary result is less and less importance in the family kitchen, even just a table is enough.
Quick-frozen food: semi-finished products of evolution
From simple to complex dishes raw materials, there is a lot of different types of products, such as cold fresh meat, use convenient, low temperature meat products, food, heating or microwave ready-to-use food, if the product column of a table, then they are from simple to complex process is the "evolution" path of quick-frozen food.
Frozen prepared food: sketch class big opportunities
Frozen prepared food refers to after cooking cooking, rapid freezing under - 30 ℃, take the food in a short period of time through the crystalline region, the largest food - 18 ℃ temperature is reached at the centre of the semi-finished or finished products, currently on the market of the common products include snacks and quick-frozen food, such as dumplings, dumplings, spring rolls, glutinous dumplings, Fried rice, beef, meat balls, etc. Most of them belong to quick-frozen rice noodle staple food and steak and balls is a main course, implements the sketch class in frozen food brand breakthrough.
