Report Producer: Mother Cicada
►When the New Year's Festival node reaches the peak of sales, merchants should prepare in advance
Observing the trend of market size changes in the food and beverage industry of Douyin e-commerce, it can be found that the sales peak reaches the New Year's Festival node in December and January every year, and the sales have declined since then, but the overall trend is increasing month by month. Sales peaked in September this year ahead of schedule, because it coincided with the Mid-Autumn Festival, and mooncake gift boxes sold out on the platform. The New Year's Festival is coming, and it is recommended that merchants lay out in advance.
The Mid-Autumn Festival in September greatly boosted the consumption of mooncakes and liquor, and the Double 11 node drove the consumption of various categories in the industry. The sales of grain, oil, rice and noodles, dry goods from the north and south, condiments and dairy products/coffee/brewing were concentrated from August to November, which shows that consumers have higher demand for these two categories in autumn and winter.
►The high growth rate of nutritious plant-based beverages is convenient for the vegetable market to show its potential
In the food industry, pastries/snacks/bread have a high growth rate while accounting for a large proportion of the market size, because in September this year, Douyin Mid-Autumn Festival moon cake gift boxes sold out, with a year-on-year growth rate of 153%, and the Dongfang selection toast series products sold out, driving the bread market to explode, with a year-on-year growth rate of up to 450%;
The beverage industry has also achieved a high growth rate this year, and the high-growth categories in the industry are fruit and vegetable juice and plant beverages, among which, fruit and vegetable juice has a year-on-year growth rate of 243%, prune juice is the most important sales commodity in the category, and the year-on-year growth rate of plant beverages is 293%, and the top commodities are lion's mane mushroom plant drinks, blueberry black wolfberry puree and other nutritious plant beverages.
►High-tier cities have a low proportion of users and young people, but have a high preference
The main interest users of Douyin's e-commerce food and beverage industry are users in third-tier and new first-tier cities, and the age group is 24-40 years old. Alcohol and tea occupy a large market share in the industry, and the proportion of male interest users is higher than that of women.
In high-tier cities, the proportion of interest groups is low, but the interest preference is higher, which will attract new target customers to the market, and the TGI index of young people aged 18-23 is high, so merchants can try to target this group, such as office snacks and drama snacks, to stimulate consumption.
►Convenient dishes: In the fast-paced life, meet the needs of healthy and delicious diets
With the development of society, the work pressure of residents has increased, and the time spent on housework has decreased, and convenience dishes have become an effective form of catering for workers to balance life and work in a fast-paced living environment.
Data from the Bureau of Statistics also shows that residents are spending more time with their families, with a particular emphasis on the nurturing of their children. Ding Ding Lazy Cuisine grasped the pain point of families with children who had to cook, and consolidated the brand market position through the popular product of sauerkraut fish.
►Convenience food: brand involution, staple food fast food track high-scale growth
The Douyin e-commerce fast food frozen product track continues to expand, the track brand is involuted, and the head brand pattern is unstable. Brands rely on "playing traffic" to get out of the circle, such as the national brand White Elephant took the lead in winning the public's favor in the "315 Tukeng Sauerkraut Incident" in 2022, and launched coriander instant noodles through Douyin Super Product Day in May 23 to break the topic. In addition, Ma Liuji came out of the circle in November 22 with the popularity of its own entertainment news, and the GMV of that month increased by more than 1500% month-on-month.
Among the various categories of the track, instant noodles/noodles, pastries and other Chinese-style staple foods that meet the dietary tastes of Chinese people have grown on a high scale. With the increasing demand for fast-paced life and healthy low-fat diets, the scale of light meal replacement tracks such as rice balls and buckwheat konjac noodles has grown rapidly.
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