The emerging brands of "domestic products" of snacks have emerged, focusing on nuts, roasted seeds and nuts and braised products
With the emergence of individualized and diversified needs of Chinese people's consumption, a large number of cutting-edge brands have emerged in the snack food industry in recent years, and they mainly focus on roasted nuts, braised products, baked cakes, puffed food and other categories.
In the future, healthy snacks will become the mainstream trend. Low-calorie, low-fat, and low-sugar are new requirements for healthy snacks.
New snack brands seize the market of nuts and braised products
There is never a shortage of delicious snacks.
According to the "2022 China Casual Snacks Industry Report", the annual compound growth rate of the national casual snack market in the past seven years has been maintained at more than 11%, and it is expected to exceed 1.5 trillion yuan in 2022.
What do you like to eat?
What snacks have become "new traffic"?
The data shows that the retail scale of baked cakes, confectionery and chocolate products is the "top class" in the market.
Although the retail scale of braised food and vegetarian mountain delicacies is relatively small, they have shown a relatively high growth rate.
In terms of snack brands, compared with international leading snack manufacturers such as Mondelez, Nestle, Kellogg, Hershey, etc., my country's leisure snack brands are relatively young, mainly divided into roasted nuts, braised products, baked cakes, puffed food, etc. kind.
According to different categories, the sales strategies adopted by brands are also different.
For example, braised products and baked pastries are mainly in offline mode, and most of them are self-built production lines, "reloaded", but they are also gradually increasing their layout online. Representative brands include Zhou Hei Ya, Huangshanghuang, Juewei, etc.
Some other emerging snack brands with Internet genes adopt the mode of cooperating with factories to carry out OEM processing, "lightly loaded", showing the characteristics of rapid product update and iteration, and mainly online sales. Representative brands include Three Squirrels, BESTORE, Laiyifen, etc.
It can also be seen from the location of the brand that Shanghai, Fujian and Guangdong are the base camps of snack enterprises, and the Yangtze River Delta and Pearl River Delta are the concentration of leisure snack brands.
Short-term bread and nut snacks have high market potential
How many people watch a show like "Late Night Canteen" and immediately order a box of duck neck with beer?
Different types of snacks also have their own consumption characteristics.
Enjoy the nightlife, starting with a "eat and eat" lo-mei.
The consumption of halogen products mainly occurs at night and is dominated by impulse consumption.
Statistics show that 7:00 p.m. to 9:00 p.m. is the peak time period for the consumption of cooked braised products.
Bakery products face different market expectations based on different attributes.
Office workers like to use fresh bread instead of breakfast, so the short-term bakery products with a shelf life of 3 to 7 days are developing rapidly and have the greatest development potential.
The consumption of nut snacks is continuously increasing and is closely related to the level of urbanization.
There is still a big difference in the consumption of nuts between my country and developed countries, and the sales scale of nuts will continue to expand.
Healthy snacks become the mainstream trend
Who's favorite snack?
The data shows that casual snack lovers are mainly young and middle-aged, and first- and second-tier married consumers are carrying the banner of casual snacks, accounting for over 70%.
Bao Ma, aged 23 to 44, is a loyal fan of all-category snack brands, while young people born in the 1990s love desserts and breads the most.
The consumers of lo-mei food are keen to enjoy instant food in "community stores", and most of them are "spicy stars".
In the future, people's health demands will promote the further "upgrade" of the casual snack industry: healthy snacks will become the mainstream trend, and the industry will pay more attention to R&D and supply chain capabilities.
Low-calorie, low-fat, and low-sugar are new requirements for healthy snacks; at the same time, young people who are busy with work do not have much time to choose carefully, and brand and packaging will become important factors for quick decision-making.
With the improvement of national consumption capacity, the demand for personalized and customized snacks is very obvious, and gift boxes and functional snacks will be more prominent.
In addition, baked goods have been made into breakfast substitutes, and the consumption scenarios such as coffee breaks and tourism have become more abundant, which has put forward new requirements for such foods to be richer in variety and more balanced in nutrition.
Text / Our reporter Chen Si
Some pictures in this edition are from the official brand