When the condiment shelves quietly present a "bipolar world of ice and fire", with one end being "Matsutake Fresh" with a surge in sales of 68.21% and olive oil with a growth rate of nearly 40%, and the other end being traditional pickled vegetables with sales declining by about 10% - this is not just a choice of taste, but also a new paradigm of consumption about health and lifestyle.

This issue will break down the core dynamics, consumption trends, and category performance of condiments in Q3 2025 for you.

Healthy living turns from a "concept" into a "choice"

Market data indicates that the market share of salt-reduced and low-sodium concept products has steadily increased to 2%, with the number of related SKUs rising to 600. Consumers are voting with their actions, as evidenced by the sales ranking of low-sodium salt SKUs jumping from 8th to 2nd. Meanwhile, organic concept products, representing high-end health, have achieved a market share exceeding 0.25%, with the number of SKUs increasing to 160, demonstrating steady growth.

Home kitchen: demand regression + scenario segmentation

Consumers are paying more attention to the experience and efficiency of home cooking:

⦁ Sales of basic products such as salt, seasoning vinegar, and seasoning soy sauce increased by 3%-6% offline, with stable demand;

⦁ Small-sized products suitable for "one-person dining / small households": the unit size of pickled vegetables has been reduced to less than 200g, and that of hot pot seasoning to 180g;

Compound seasonings (hot pot base, dish seasoning) rely on "convenience + taste reproduction" to become the growth engine during peak seasons.

Category "K-shaped differentiation": some rising and some falling

The market growth drivers are uneven, exhibiting clear stratification:

⦁ Upward growth pole: Olive oil and matsutake mushroom are the main products, featuring "high-end + natural + healthy", achieving leapfrog growth;

⦁ Stable fundamentals: Sales of essentials such as soy sauce, sugar, and salt remain flat/slightly increase, serving as the "ballast" for the market;

⦁ Downward contraction end: Traditional high-salt products such as pickled vegetables have seen a significant decline due to their deviation from the health trend.

Part 03 Key Categories: Different Patterns, Vitality, and Transformations

Soy sauce: Absolute dominance, with a more concentrated market share in the top tier

⦁ With a sales share exceeding 20%, it continues to maintain its top position;

⦁ The combined share of TOP5 groups (Haitian, Zhongju High-tech, etc.) reached 77.48%, with Haitian's share accounting for nearly 50%;

Innovation focuses on "product upgrades (high freshness, reduced salt) + diversified specifications" rather than price wars.

Compound seasoning: The landscape is unsettled, presenting opportunities for new brands

The concentration of Chinese-style seasoning sauce is low, with the TOP5 accounting for only 48.46% of the market share, while new brands such as Zuoxiangyuan have seen an increase in their market share;

⦁ Due to their convenience, menu-style compound seasonings (such as boiled pork slices and spicy fish sauce) face fierce competition from leading SKUs, with frequent changes in rankings, making the category full of vitality.

3 Traditional categories: Seeking breakthroughs amidst pressure

Pickled vegetables are the "most affected" category (with sales declining by 10%), and the core pain point is "high salt and high sodium";

Response direction: Develop low-salt varieties, shift to smaller sizes, and adapt to health needs and changes in scenarios.

Part 04 Channels and Prices: Online Sales Soar, Prices Diverge Internally

Online channels have seen impressive growth, while offline performance is diverging

Online channels continue to maintain rapid growth, with some leading enterprises experiencing an increase of over 60% in online revenue year-on-year. "Interest-based e-commerce" and instant retail have become important new channels driving growth. Offline channels are generally stable, but different formats perform differently. Traditional channels such as large supermarkets and hypermarkets face growth pressure, while convenience channels closer to communities may be more resilient.

The overall price remains stable, with notable structural adjustments

Based on the "Win-Now Price Index (WPI)", the overall price of condiments fluctuates within a narrow range of 98-100, demonstrating strong stability. However, there are significant internal differences:

⦁ Price pressure category: The price index of hot pot seasoning has been below 98 for a long time, indicating fierce competition and strong promotional efforts.

⦁ Price stability/increase category: The price index of Chinese-style seasoning sauce and soy sauce is active, with some periods exceeding 100, indicating a certain pricing power and potential for product upgrades. Seasoning oil/cooking wine, on the other hand, has experienced a "decrease in volume but increase in price", indicating that consumers are willing to pay a premium for quality upgrades.

Part 05 Future Outlook: Health, Precision, Digitalization, Sustainability

⦁ Health enhancement: "Reducing salt and sodium" and "Clean label" have become innovative directions, with increased research and development on low-salt and natural flavors;

⦁ Product refinement: Small size / disposable packaging is suitable for small households, offering opportunities for international flavors such as Western-style condiments;

Channel digitization: Utilize data tools to closely monitor the sales performance of categories, regions, and channels, and optimize inventory and marketing strategies;

⦁ Supply chain sustainability: Focus on stable procurement of raw materials such as spices, and plan for environmentally friendly packaging and low-carbon production.