What should I do if office workers don't have time to cook? Social kitchen to help.
The Spring Festival is approaching, and some people choose to "celebrate the New Year in situ" and also choose to buy prepared dishes to make Chinese New Year's Eve meals for themselves. The prefabricated vegetable industry ushered in a positive situation, and many prefabricated concept stocks also increased significantly.
According to the data, the mainland prepared dish industry is expected to grow to 600 billion yuan by 2025, will the prepared dish be the next outlet in the catering industry? The Beijing News shell financial reporter dismantles the outlet opportunities of the prefabricated vegetable industry for you.
1. What is "prepared dish"?
Pre-prepared dishes, as the name suggests, refer to finished or semi-finished products made of agriculture, livestock, poultry and aquatic products as raw materials, with various auxiliary materials, and pre-processed. By the degree of processing, it is more or less divided into ready-to-eat food, instant hot food, that is, cooking food, and ready-to-eat food.
2. Why do people choose prepared dishes?
Prepared dishes are prepared in advance, and users only need to add a few simple processing procedures to enjoy the food more conveniently. Ai Media Consulting data shows that the primary reason why users buy pre-made dishes is to save time, and secondly, because pre-made dishes are delicious, do not like to cook, healthy, and cannot cook. There are also more than 80% of users who think that pre-made dishes are healthier than takeaways, so they buy them. With the accelerated pace of people's working life, prepared dishes have a greater market prospect in ordinary consumption.
3. Under the epidemic and the "lazy economy", who is embracing pre-made dishes?
The fast-paced pace of life and work pressure in big cities has led to an increase in the demand for prepared dishes among professionals. The impact of the epidemic in 2020 and the lazy economy have also spawned the popularization of the consumption habit of prepared dishes.
According to Ai Media Consulting data, among the consumers of pre-made dishes, female consumers accounted for 58.4%, and male consumers accounted for 41.6%. Consumers in first- and second-tier cities accounted for more than 60%, accounting for 45.7% and 19.80% respectively, and 16.4% of consumers were distributed in third-tier cities. Among the consumers of prepared dishes, more than 80% of consumers aged 22-40, accounting for 81.3%, of which consumers aged 31-40 accounted for 46.4%. This shows that the young and middle-aged population is the main audience for pre-made dishes. Nearly 70% of the surveyed users said that they liked prepared dishes, 18.9% of users who "liked very much" and 49.3% of consumers who "liked more", which showed that users had a high degree of acceptance of prepared dishes.
4. Are prepared dishes expensive? Where to buy prepared dishes?
The price distribution of prepared dishes purchased by consumers is mainly concentrated in the range of 21-30 yuan, accounting for 36.50%, followed by 11-20 yuan, accounting for 24.66%. Consumers mainly purchased prepared dishes through offline channels, accounting for 78.5%.
5. The market prospect is expected to exceed 600 billion, and the prefabricated vegetable track is "overcrowded" for a while.
Pre-made cuisine is not a new concept, as early as the 90s with McDonald's, KFC and other fast food restaurants into China, the emergence of clean vegetable distribution processing plants in China. Around 2000, semi-finished vegetable production enterprises appeared in China, which were established in 2002 and Weizhixiang in 2008. Around 2014, the takeaway industry developed rapidly, and the prefabricated vegetable industry entered the volume release period at the B end. Since 2020, prepared dishes have gained great development in the general consumer market.
At present, the market size of the mainland prefabricated vegetable industry is about 210 billion yuan, and the analysis of the prefabricated vegetable track in the 2021 China Chain Catering Industry Report points out that the industry scale is expected to grow to about 600 billion yuan by 2025. Prepared dishes have become the next industry outlet that entrepreneurs and investors pay close attention to.
According to the data of enterprise investigation, since 2013, a total of 72 investment and financing incidents have occurred in the prefabricated vegetable track, and the total amount of disclosed financing has exceeded 1 billion yuan, involving 42 projects. From the perspective of the scale of market players, as of now, there are 68,100 prefabricated vegetable-related enterprises in the mainland, with more than 10,000 registered in 2018, 12,900 new in 2019, 13,000 in 2020, and 4,212 in 2021. In 2021, the monthly registration volume of prefabricated vegetable-related enterprises is less than that in 2020.
From the perspective of financing time, 2015-2016 is the peak period of financing, there are 14 and 17 financing events respectively, 2020-2021 is another peak financing period, there are 12 financings in the prefabricated vegetable track in 2020, and more than ten prefabricated vegetable-related enterprises have completed financing since 2021.
6. Where are the pre-made vegetable companies?
The regional distribution of prefabricated vegetable-related enterprises is the largest in Shandong, followed by Henan, Jiangsu and Guangdong. From the perspective of urban distribution, it is concentrated in Shenzhen, Changchun, Weifang, Linyi, Suzhou and other places. This shows that the enterprises related to prefabricated vegetables are mainly concentrated in coastal areas and provinces and cities with relatively developed economies.
According to the data of enterprise investigation, from the perspective of regional distribution, Shandong ranked first with 8423 prefabricated vegetable-related enterprises. Henan and Jiangsu have 6412 and 5639 prefabricated vegetable-related enterprises respectively. It is followed by Guangdong, Hebei, Anhui and other provinces.
Enterprise investigation data shows that from the perspective of urban distribution, Shenzhen ranks first with 2079 prefabricated vegetable-related enterprises. Changchun and Weifang have 1892 and 1518 pre-made vegetable-related enterprises respectively. It is followed by Linyi, Suzhou, Hefei and other cities.
7. Will the pre-made cuisine boom be a "flash in the pan"?
Previously, the main audience of the prefabricated vegetable market has always been the catering industry merchants, and the epidemic in 2020 has brought the concept of prefabricated dishes, which is not new, into the public eye. Although capital has laid out prefabricated vegetable tracks, with the overall controllability of the epidemic prevention and control situation, the public has gradually resumed to offline catering consumption.
The Beijing News shell reporter found that ordinary consumers of pre-made dishes are mainly concentrated in first- and second-tier cities. The pace of life in these big cities is fast, and buying prepared dishes can save a lot of cooking time, but consumers in third- and fourth-tier cities have a relatively slow pace of life and have enough time to cook, so their acceptance of prepared dishes is not high.
Ms. Yao, who lives in a third-tier city, told the Beijing News Shell Financial Reporter: "Usually go to the vegetable market in the morning to buy vegetables and go home to work, and choose to go home to cook at noon, there is no demand for buying pre-made dishes." ”
When asked why she didn't buy pre-made dishes, Ms. Yao said, "Compared with the rice she cooked, I feel that the pre-made dishes are only fast and convenient, but I still lose a lot of flavor." ”
The Beijing News Shell financial reporter found that although liquid nitrogen quick-freezing technology is generally used in the production process of prefabricated dishes, it will take time for ordinary consumers to break the inherent impression of prefabricated dishes, and there is still room for cultivation of consumption habits.