With consumption upgrades and technological iterations, the voice of "every product is worth doing again" has never stopped.
Especially in the leisure snack industry, the market is large, there are many categories, and the competition pattern is changeable... Especially when the industry is focusing on the channel transformation of the entire track, some traditional snack zero food categories have shown sufficient resilience. For example, we know the dried fruit compote.
According to data from iMedia Consulting, from 2018 to 2022, the compound growth rate of China's dried fruit preserves market is as high as 30.7%, and the size of China's dried fruit preserves market will reach 110.2 billion yuan in 2022 and is expected to reach 246 billion yuan in 2025.
In the face of a market with a considerable growth rate of hundreds of billions, how should industry enterprises tell the new story of this traditional category?
Category expansion of raw material transformation
In the trillion leisure snack track, Chinese consumers are familiar with dried fruit preserves. As early as more than 2,000 years ago, there were Chinese records of eating preserved fruit preserves.
In the past, we had fewer opportunities and frequencies to eat dried preserves. On the one hand, in the period of material scarcity, people's living conditions are limited, and compared with the pursuit of a fruity belly, dried fruit preserves are a "luxury" for a long time; On the other hand, the past transportation conditions have led to the previous dried fruit preserves being quite regional.
However, with the improvement of consumption level, dried fruit preserves have also ushered in a new stage of diversified development. The most intuitive performance is that we can buy more and more varieties of dried preserves, not only domestic fruits and vegetables, but also some "imported products" are not uncommon.
With the continuous increase of raw material categories, it has also laid the foundation for the continuous expansion of the dried fruit preserves market.
For example, orange cake has become one of our most common preserves, mainly thanks to China's citrus production ranking first in the world (about 28% of global production). But now we can see too many dried preserves: grapes from Xinjiang, mangoes from Hainan, oranges from Sichuan and even prunes and blueberries from overseas.
Of course, the broad market space has also given birth to many excellent brands in the dried fruit category. For example, Baicao Wei, with years of intensive cultivation in the field of dried fruit preserves, has successfully become a subdivision leader in the field of dried fruit preserves.
Herb flavored "sunshine fruit pie" California prunes
Baicao Wei not only upgrades the category of traditional dried fruit candied products such as plum, mango, sweet potato, and grapes, but also simultaneously launches the "Sunshine Fruit Pie" series of products, and successively launches dried fruit products such as dried prunes, dried cranberries, and dried blueberries, which also focus on health and quality.
Among them, prunes, known as the "fruit of miracles", have been popular in the past two years, but the current situation of uneven product quality also restricts the development of this category. In today's developed logistics industry, Baicao Wei will also look for high-quality materials to look at the world, and choose California prunes with smaller pits, better natural sugar and softer taste as raw materials. In addition, other raw materials of Herb Flavor "Sunshine Fruit Pie" come from high-quality production areas around the world, such as dried cranberries from the core production areas of North America, dried blueberries from the Andes production areas of Chile...
Obviously, the diversification and high-end of raw materials have promoted the continuous expansion of the entire dried fruit candied fruit category.
Technological innovation in process iteration
Better tools make good work. In addition to the expansion and upgrading of raw materials, the process upgrade of dried preserves has also ushered in a broader consumption scenario for this sub-category.
Hundred herb flavored "sunshine fruit pie" prunes became the tea break product of the 9th National Nutrition Week
Generally speaking, the processing technology of dried fruit preserves is nothing more than air drying, vacuum freezing, frying and dehydration, sugar and salt osmotic dehydration. Among them, the processing technology of dried prunes mainly includes drying, candied fruit, and canned sterilization process, but the characteristics of the products produced by each process are also different.
For example, the air drying process, in the past, mainly through natural drying to achieve the purpose of air drying, but this process can not ensure the stability of product quality and the quality of the production environment, and can not kill the eggs and other microorganisms in the prune fruit, microorganisms/mold risk is high, dried prunes may grow flying insects after a long time, and foreign substances such as sand and gravel mixed in the air drying process may be eaten during the eating process;
Candied fruit is also one of the traditional processes of dried fruits, mainly through long-term maceration of sugar to play a preservative role, easy to cause the sugar content of dried fruits to be too high. Obviously, this is contrary to the health needs of contemporary consumer groups.
Like the herb-flavored "Sunshine Fruit Pie" series, it adopts the canned sterilization process, using high temperature and pressure water bath sterilization at over 100 °C, which can pass the commercial sterility test (GB 4789.26-2013-National Food Safety Standard - Commercial Sterility Inspection), and is also conducive to controlling the sugar content of dried fruits, making the product healthier.
For many years, the main reason why consumers are "afraid" of dried preserves is the "fear" of oil, salt and sugar. Through more advanced technology, the oil, salt and sugar content in dried candied fruits can be reduced, and the good flavor of the product can be guaranteed, which also helps the traditional category of dried preserves to return to the vision of mass consumption.
New opportunities in the age of quality
According to data from iMedia Consulting, dried fruit consumers pay the most attention to the factors of taste and taste (90.3%), followed by quality and safety (90.2%) and nutrition and health (87.8%). Under the premise of ensuring food safety, taste and flavor have become the first factor for consumers to buy dried preserves, that is to say, the era of quality of dried preserves has arrived.
After Baicao Wei released the "Sunshine Fruit Pie" prunes on the market, its GMV reached 2.16 million in the past 30 days, an increase of 382% month-on-month, becoming a hot-selling super item on major e-commerce channels such as Tmall, JD.com, and Douyin. In the sales ranking of Jingdong channel, Baicao Sunshine Fruit Pie dried prunes topped the list, and the hot selling index of Douyin channel was also as high as 9.6.
As a natural dried fruit product created for users who pay attention to high-quality dried fruit, the raw materials of the "Sunshine Fruit Pie" series are all from the golden production area, selected high-quality large fruits, and then simple formulas and fresh-locked packaging to meet the needs of consumers for health and high quality.
In fact, the selection of dried fruits is similar to our usual senses when buying fruits, and the quality of the same variety is usually better, such as eating dried prunes, you have to eat thick meat. The industry generally divides the grade of prunes according to the number of dried prunes per pound (454g), the smaller the number, the larger the particles. Our common prunes are 70/80 (70-80 prunes per pound) - 80/90-90/100 mixed currencies of different sizes, and more than 60/70 are large.
The prunes of the herb-flavored "sunshine fruit pie" are in the 50/60 standard, which has also become the most intuitive physical indicator of quality for the brand. As everyone knows, behind this, Baicao Wei also did strict pesticide residue testing on prune raw materials, and 375 pesticide residues were not detected. Through machine coring + 4 manual strict screening, the coring rate is as high as 99.9%, and in order to ensure the purity of the product, the formula of the product is also very clean, only prunes, so that consumers can eat more assured.
Hundred herb-flavored dried cranberries (left) compared to some dried cranberries on the market
Coincidentally. The dried cranberries in the Hundred Herb Flavor "Sunshine Fruit Pie" series are also selected 12-16mm high-quality large fruits, fresh fruits are freshly cut, no need to squeeze the juice of raw materials, the flesh is fuller, the recipe is simple, and the natural taste of the fruit is preserved. Dried blueberries mainly 8 kilograms of blueberries out of 1 kilogram of dried fruit, simple ingredients, no white sugar, vegetable oil, delicate flesh without granularity, better taste and healthier.
Of course, nutrition is also a problem that must be considered in the category of dried fruit candied fruits under the new consumption situation. Because most of the dried fruit candied fruits are natural and have natural nutritional properties, but the main nutritional elements are different between different categories, diversified products can also meet the diversified nutritional needs of consumers.
For example, the most prominent nutritional content of prunes is high dietary fiber. Hundred herb flavor sunshine fruit pie dried prunes, dietary fiber content up to 7.1g/100g, each 100g of sunshine fruit pie dried prunes intake of dietary fiber content, equivalent to eating 4-5 apples, for long-term sedentary, rest or irregular diet for people, only need to eat 6-8 sunshine fruit pie prunes a day can supplement the daily dietary fiber, and not afraid of excessive food intake, convenient nutritional attributes further highlighted.
Obviously, with the continuous enrichment of raw materials for dried fruit compote and the refinement of production technology, the market competitiveness and product power of this traditional snack zero food category have been greatly improved. The demand of young consumers for leisure snacks has changed from the pursuit of taste to the value of health, function, emotion and other aspects, so diversified and high-quality dried fruit preserves products will inevitably become their new daily choices.
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