【Report Summary】
01 Industry market overview
- The food and beverage industry is currently expanding steadily, but with a lower average order value. This is due to the fact that the current consumer groups are mainly third-tier and new first-tier users aged 24-40, and low-cost consumption is the mainstay. However, high-tier cities and young people have a high industry preference, and there is consumption potential in high-price markets. Merchants can promote the preferences of this group of people to increase the unit value of customers.
- In addition, the Mid-Autumn Festival in September boosted the consumption of mooncakes, wine and tea, and the sales of grain, oil, rice, noodles, north and south dry goods, condiments and dairy products/coffee/brewing were concentrated from August to November.
- High-scale and high-growth industries: bread, beverages, and beverage industries, fruit and vegetable juices and nutritious plant beverages have received more attention this year.
- Convenience food is the largest, but the growth rate is slow, and the growth rate of convenience food is high, and the market potential is large.
- Seasonal attributes: Spring pastries sell well, spring and summer seasonings sell better, autumn moon cakes explode, and winter smoked/sausage/ham products sales soar.
02 Popular track insights
- Convenient dishes and convenient instant frozen foods meet the needs of people who balance life and work in a fast-paced environment. Consumers prefer convenient dishes and instant frozen products that are simple and fast, fresh and healthy, low burden and less additives, and rich in flavor and exciting.
- Consumers began to pay attention to the natural, healthy, low-sugar and low-fat attributes of food, and snack foods with zero additives and low fat were more popular; in terms of condiments, matsutake fresh seasoning occupied the top sales volume with the concept of natural freshness and substitution of monosodium glutamate; and the processed sugar market had low growth.
- Fitness people's consumption in the food and beverage industry should not be underestimated. Light meal replacement convenience dishes are growing rapidly, high protein has become one of the top selling points of snack foods, chicken and beef meat snacks are the most popular, and salads/thousand islands/mayonnaise, which are essential for fitness meals, have performed well this year.
03 Talent marketing play
- The number of influencers in the food and beverage industry has maintained positive growth, and live streaming is still the main sales method.
- There is a clear growth trend in the broadcast time of the live broadcast room. The average income of the live broadcast duration of the talent is 4-7 hours, and the average income of the self-broadcast live broadcast duration is 19-44 hours.
- High-quality short video content is the secret to the growth of traffic in the live broadcast room, and high-level influencers can be "lazy" in paid traffic.
- Talent placement models of brands with different customer unit prices: high customer unit price - inverted pyramid, medium customer unit price - pentagram, low customer unit price - pyramid.
- Professionals such as rural wild food, food evaluation, and food tutorials, which are based on scene integration and focus on food production and eating experience, have more advantages in bringing goods.
Report preview
This report is 29 pages long, and due to space constraints, only some of them are presented here