Recently, iResearch, an authoritative data research agency in the United Nations of Tmall, released the "Spicy Strip Industry Trend Report", the content of the report is based on Tmall TMIC data and a large number of user questionnaire analysis, in-depth insight into consumers' key demands for brand, taste, quality and other key demands, revealing the five major spicy strip industry trends of authenticity, quality, health, fun and branding.
Competitive situation: The head brand is far ahead
According to the "Spicy Strip Industry Trend Report", the compound annual growth rate of China's spicy strip market from 2016 to 2021 is 8.9%, and the market size of spicy strips is expected to approach 100 billion in 2026. At present, the CR5 of the spicy strip market is about 19.3%, and consumers have a high mental recognition of the head brand, and the top players in the spicy strip market such as Weilong are far ahead with their sweet and spicy taste and Spicy Prince with their authentic spicy taste.
Consumer search data of the spicy strip market shows that the highest search volume is brand and category categories, Weilong and Spicy Prince two head spicy strip brands are highly concerned, according to Tmall TMIC April 2022 to March 2023 spicy strip search UV popularity and guide payer data, Spicy Prince brand search UV growth rate of 60%, the growth rate remains high.
At the same time, the efforts made by the head brands in improving quality are gradually leading the quality upgrade of the entire spicy strip industry, such as Spicy Prince building the first pharmaceutical-grade GMP clean workshop in the spicy strip industry, producing spicy strips with pharmaceutical standards, and creating an independent small packet packaging form in the spicy strip industry, which is convenient for sharing. Weilong has built an automated factory, with the blessing of intelligent and digital production lines, established a product safety monitoring system, and obtained FSSC22000/HACCP and other multinational food standard system certification.
Consumer insights: Young women are the workhorse
According to the survey data of iResearch Consumer Research Institute, the consumers who buy spicy strips are mainly young women, in terms of age groups, post-00s and post-90s account for 75.3%, gender aspects, female TGI index is the highest, accounting for 63.2%, men account for 36.8%.
Contrary to people's impression of "can't eat spicy", Guangdong Province defeated Hunan, Sichuan and other major spicy provinces in one fell swoop, winning the first place in the purchase volume of spicy strips. Among the provinces commonly used to receive goods in the past 180 days, Guangdong ranked first, accounting for about 16%, and Jiangsu and Zhejiang, the major online shopping provinces, ranked second and third respectively.
The report shows that the use scenarios of spicy strips are no longer limited to the commissary at the school gate, from primary school snacks to white-collar snacks, consumption scenes continue to enrich and deepen, spicy strips are increasingly integrated with life scenes such as night snacks and afternoon tea, and new scenes such as camping and banquets are constantly expanding.
Tmall Super Category Day released the "New Trend Report on Leisure Snacks" pointed out: "fun" has become the next key breakthrough in the development of online zero food category, not only to satisfy simple appetites, but also to eat spicy strips that can be played is the first choice for this year's fun-loving and playable consumers. In 2021, Feiwang opened a "freshly mixed office" Dong Shuntao joint offline experience store in Changsha Taiping Street, with a sense of technology decoration in the store, and some clerks stir-fried and mixed spicy strips on the spot, you can DIY freshly mixed spicy strips, and there are various boxed spicy strips for sale. Spicy Prince launched 2-meter and 5.2-meter ultra-long spicy strips, which have become the preferred props for picking up relatives and groomsmen, friends and team building challenges, and are popular social platforms, and online e-commerce channels are in short supply.
The strong social attributes of spicy strips determine that their audience tends to be younger, and at the same time, spicy strip brands communicate with young people through interactive marketing, which is more conducive to the continuous penetration of spicy strip consumption into young groups. For example, Weilong launched the "Weilong Spicy Strip Festival", Genji Spicy Strip cooperated with Tsingtao Beer to create a pop-up market, and Spicy Prince launched 100 spicy wedding plans, etc., the cross-border marketing behavior of the spicy strip brand is jointly promoting the "breaking the circle" of spicy strips.
Taste authenticity: Spicy taste is more popular
In 1998, three innovative young people from the three towns of Pingjiang, Qiu Pingjiang, Li Mengneng and Zhong Qingyuan, innovated on an extrusion maturation machine for the production of rice noodles, using flour instead of soybean flour, and continuing the "spicy" taste loved by Pingjiang people to innovate and invented spicy strips, which were spicy at birth.
Spicy taste is not only the taste at the beginning of the invention of spicy strips, the "Spicy Strip Industry Trend Report" shows that the taste of spicy strips tends to be authentic, and spicy taste is becoming the future development trend of spicy strips. In the spicy strip flavor survey, the number of spicy flavors and sweet and spicy flavors was the first, of which the number of spicy flavor choices accounted for 46.3%, and the number of sweet and spicy taste choices accounted for 40.2%, and spicy flavors were more popular with consumers.
Among the brands of spicy strips that consumers have purchased or purchased most often, spicy taste consumers rank first in the choice of spicy prince. Driven by the spicy prince, consumers' love for spicy taste has gradually increased, and spicy strip brands such as Weilong and Yanjin shop have successively launched spicy spicy strips.
With excellent results in sales transaction data, brand audience base, and leading industry upgrading, Spicy Prince Authentic Spicy Strips won the "Tmall Snacks Most Popular Spicy Strip Brand" award from Tmall.
"From small snacks to large industries, the spicy strip industry is ushering in a new transformation, and in the future, Tmall will continue to make efforts to help spicy strip companies obtain new increments." It is hoped that under the leadership of the spicy strip brand with the spicy prince as the core, the spicy strips can become more and more authentic and healthy, enter thousands of households, and be loved by more people. Nian Qi, head of the Tmall soy products industry, said.