Herui Kang - Consumer Research on Baishaba Fish Oil
Company overview
Chongqing Herui Kang Oil and Fat Co., Ltd., established in 2000, is a large-scale multinational feed company headquartered in Yuzhong District, Chongqing. The company operates a fully integrated business model spanning animal feed production, animal husbandry, slaughter, and sales, serving as a stable pillar for China's food safety and resource security. The company operates four factories located in Ho Chi Minh City, Vietnam, and has established strong operational foundations in animal husbandry sectors such as pig farming and ecological agriculture.
Research background
As health-conscious eating trends gain increasing popularity, fish oil products—recognized as a source of high-quality fatty acids—are gradually attracting consumer attention. Chongqing Herui Kang plans to launch a new product—Baishaba Fish Oil—to expand its presence in the domestic health oil market. However, this product category remains relatively new in the Chinese market, with limited consumer awareness, understanding, and established usage scenarios. To scientifically evaluate the market viability of the product and understand consumer preferences, the company has initiated a dedicated consumer research study.
Research scope
In May 2019, CEIDEA Research was commissioned by Chongqing Herui Kang to conduct consumer research on the domestic fish oil market. Using in-depth interviews, the study collected authentic feedback from current fish oil consumers, potential consumers, and users of competing brands regarding their perceptions of fish oil, usage frequency, acceptance levels, and consumption contexts. The research explored consumers' understanding of fish oil components and their perceived health benefits, awareness of differentiating features between fish oil and other oils, acceptance of fish oil applications in hot pot bases and baking, as well as consumer receptiveness across different price segments. These insights will provide detailed guidance for product positioning and marketing strategy.
Expected outcomes
This research will provide Chongqing Herui Kang with critical data to comprehensively assess the market feasibility of promoting Baishaba Fish Oil in China. Through in-depth analysis of consumer acceptance, the study will identify the potential applications of fish oil and its derivative products. Additionally, based on the research findings, recommendations will be provided to guide product pricing, channel expansion, and market communication strategies, offering practical and actionable insights for the company's product innovation and strategic implementation.
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