(FMCG News) After the fifteenth Lantern Festival of the first month, the form of the New Year is officially completed, and eating tangyuan has achieved the final sense of ceremony of the Spring Festival. At present, tangyuan has entered the peak sales season.
Centralized sales time for festive goods
Tangyuan, like rice cakes for the Spring Festival and rice dumplings for the Dragon Boat Festival, are all foods with very strong festive attributes. Although frozen food as a whole has exploded under the impetus of the home economy, the performance of quick-frozen tangyuan and rice dumplings is far less than that of other major quick-frozen categories. From the perspective of sales time, the sales season of quick-frozen tangyuan is from January to March every year. According to the Kantar Consumer Index Urban Household Purchase Sample Group, tangyuan's sales growth rate was +1.4% compared to the peak season in 2019 and 2020, higher than the annual level. In the past three years, the sales contribution of tangyuan purchased in the peak season has always exceeded 50%, and it will further increase in 2020.
Price factors are positively driving the growth of quick-frozen rice balls
Kantar Consumer Index Urban Household Purchase Sample Group shows that in the context of the epidemic, major quick-frozen foods such as dumplings, wontons, pastries, etc. have attracted more consumers than in previous years, and penetration factors are the main engines of growth. The quick-frozen tangyuan showed a relatively stable increase in the number of consumers, but the average household purchase volume decreased year by year, and the same was true for the peak season. In addition to the increase in the number of consumers brought about by urbanization, the price factor is the only positive driver of the growth of quick-frozen tangyuan, and the contribution rate of price to growth is much higher than that of other major quick-frozen food sub-categories.
Rhubarb rice dumplings became a hit
According to FMCG, since rhubarb rice dumplings have become popular from online channels such as micro-business and community group buying, major manufacturers have entered the market, and sales in the peak season of 2019 are particularly hot. In the peak season of 2020, rhubarb rice dumplings still achieved a rapid growth of sales of +36.8%. From the perspective of channels, rhubarb rice dumplings have been popularized in offline channels, but compared with non-rhubarb rice dumplings, the proportion of online shopping and WeChat channels is still very high.
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(Source: Kantar Consumer Index)
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