We are fortunate to be in a rapidly changing era. In China, two things are happening: on the one hand, the high-speed and developed Internet enables the fastest transmission of information; On the other hand, a large number of traditional brands are declining, shrinking or even dying. Many traditional business models need to find the way to transformation.
Despair breeds vitality: the field of consumer goods also ushers in the outbreak of "dual products" of Chinese design and Chinese manufacturing.
Therefore, "what's worth eating" combined with "RQ business observation room", combined with the perspective of user insight and observation of consumption trend, summarized and released this "report on consumption trend of Chinese food and drink in 2021", which will show you the consumption trend of the young generation of Chinese food and drink from two parts of consumer goods and catering retail.
Trend 1: health preservation
More and more people love the health function of food and drink
This session of young people are both struggling and Buddhists. They want to live in the present, work hard, stay up late and have fun, and are afraid of death. All kinds of health tips come at will. The intake of health products has become one of the most important ways of "cherishing life".
On one side, health care products are being updated: "old wanghong" Australian brand Swisse launched liver protection tablets, and "new wanghong" wonderlab launched probiotic solid drinks, which are favored by young people. Functional food buffx and functional food brand Nello have respectively completed tens of millions of yuan financing.
On the other hand, more and more food and beverage have joined the battle of "health care": Jane Eyre and living run launch probiotic yoghurt, Wangwang launched "fix body" substitute food light food, Mengniu launched "good evening" sleep drink... In fact, functional food has not yet a clear definition, functional food is more like a broad health product in the past. But the category of functional food has been extended to healthy snacks, new drinks, alternative food and light food with specific effects. The trend of the track is that it is gradually stigmatized. The long-term existence of market opacity and information asymmetry makes health products become the pronoun of "intelligence tax". Cbndata released the 2020 insight into online health care products consumption patterns for young people in China, which shows that the post-90s consumers have become health ambassadors in their homes. As a generation growing up under scientific education, they have always believed that health products can produce efficacy, but the effect promoted by health products is beginning to be close to the actual effect, and the price is no longer high.
Trend 2: low alcohol
Low tide wine is more popular
Nobody thought that the first explosive in spring 2021 was neither Cherry Blossom limit nor outing picnic or valley BBQ, but a private custom-made special tune, convenience store, which was born in convenience store.
Behind this, the concept of drinking among young consumers is changing, the consumption scene of alcohol is changing rapidly, and the drinking and entertainment pay gradually turns to drinking and entertainment. Cbndata released insight into drinking water consumption of young people in 2020 shows that in 2020, the 90 and 95 years later are the largest two consumer groups. In the post-90s and post-95s' liquor consumption, the low tide liquor such as premixed liquor, confected liquor, fruit wine, flower wine, rice wine and soda wine are quietly popular.
There are three reasons for its popularity
First, low tide wine reduces the threshold for consumers to drink and try. The spicy flavor of liquor, the acceptance of foreign spirits and spirits are limited by alcohol, wine, beer and so on. There is no more fashionable and younger image. So Baijiu is a great drink. It is a big bright spot. Secondly, rich taste and taste, fruit flavor, flower grass flavor, plum wine, soda, bubble and other rich flavor can meet the young people's taste needs. In addition, low tide wine is mostly young brands, and it is closer to young groups in marketing and packaging. The brand image of younger and self-expression also further reduces the threshold of initial alcohol consumption. Light drinking can add atmosphere and not "drink high". It is worth noting that in low alcohol consumption, the influence of light alcohol consumers and female consumers can not be ignored: the average proportion of female consumers is about 50%.
Trend 3: Coffee
The rapid rise of online coffee brands
In the past year, nearly 20 new brands have been favored by the capital market, and the outstanding brands, such as Santon and half, yongpu, Yutian Sichuan and Shicui, have rapidly integrated two to three rounds of investment in less than two years. If we can say when the new online coffee brand broke out, we have to mention that in 2018, in August of that year, Santong and a half officially went online on tmall platform. One year later, Santong and a half became the first in the category of tmall coffee. Since then, it has been holding down the old giant Nestle. This year just entered the track, only less than four months, became the first domestic ear coffee. What does their rise mean? It means to drink the taste of freshly ground coffee at a lower price (new forms such as freeze-dried coffee powder, coffee liquid and ear coffee are as close as possible to freshly ground coffee). These brands generally focus on less than 30 yuan, and even some products only need 2-3 yuan / bag, such as yutianchuan's ear coffee.
In fact, the current trend is that there is no absolute demarcation between offline and online, offline coffee brands are pouring into the online, and online brands are also moving towards offline: fisheye, lucky, manner and other brands are doing their own e-commerce business; And three and a half meals also try to convey the brand concept more completely offline: test the first Changsha store, and set up a joint store with Cha Yan Yuese; Yutian Sichuan has settled in the company of Shishi, family, box horse and City super.
Trend 4: plant food and beverage all love "plants"
In 2020, the retail sales of plant-based food in the United States will continue to grow by double digits, with an increase of 27%, reaching a market scale of 7 billion US dollars. This shows that consumers are undergoing a "fundamental" change, and more and more consumers are incorporating plant-based foods into their diet, especially those products with good taste and health attributes.
Meanwhile, 2020 is a year of breakthrough in plant-based food, especially the phenomenal growth of vegetable based meat exceeds the market expectations, which is a clear sign of consumers' "food transformation". It has to be mentioned that oat milk has the largest market potential. In 2020, the sales volume of Oat Milk soared by 219.3% to US $264.1 million, surpassing soybean milk to become the top 2 plant milk category. Oatly, which has just been put on the market, also proves this point.
Yili plant selected Oatmeal Milk followed by vegetable meat, which reached $1.4 billion in 2020, with sales increasing by 45%. The growth rate of vegetable meat is twice that of traditional meat, accounting for 2.7% of the retail sales of packaged meat. Again, the vegetable yoghurt products increased by 20.2%, almost seven times the traditional yoghurt, with sales of US $343 million. It seems to see the "madness" of the US market, and the Chinese market is also laying out plant-based products, including Yili, Mengniu, Sanyuan, Nongfu Shanquan and other big brands.
Trend 5: fast food
Fast food is in full bloom
The emergence of the epidemic, so that instant noodles once again to the exponential growth in public view. In the first half of last year, the price of snails sold abroad reached 15.35 million yuan, 16 times the total annual export value of snails. Because of the high degree of flavor reduction, snail powder has a tendency to break the circle. Now, in Taobao's search for "snail powder", Li Ziqi's monthly sales are far ahead, with a monthly sales of more than 20 million of his top products; Second is good huanluo, fist products sold more than 11million a month. In fact, in addition to snail powder, other flour brands have risen rapidly under the background of the epidemic. Cbndata released the 2021 insight report on the convenience fast food industry. According to cbndata, the top 5 brands of new high-speed food sales brands in mat2020 are ranked among the top 5 brands, including hi pot, lizizi, haohuanluo, ramen theory and a wide brand. From the list, we can see that consumers have equated self heating hotpot and self heating hotpot; When it comes to snail powder, Li Ziqi has become the first choice of consumers; In the fast noodle, pasta and pasta subdivision track, the Ramen theory, blank cutting and a wide highlight the heavy encirclement. Although more than 250billion fast food markets seem to be large enough, in fact, instant food is the stock market. The biggest challenge is to squeeze out others. Therefore, in our opinion, when convenient fast food brands want to become real categories, there are only two ways to cut into the stock of giant brands such as uni president and Master Kong: the first is to make a single category large enough; Second, form a product matrix. Using product matrix to support brand potential energy.
Trend 6: 0 sugar & 0 card
Drink doesn't make 0 sugar and 0 card, it seems that you can't take it
Overnight, almost all brands have sugar free drinks, Jianlibao, Nestle, Erie, Arctic Ocean, Mingren, Hankou No.2 factory, Wangwang... The explosion of Yuanqi forest makes the old brands of the former beverage a little flustered. If they don't make sugar free drinks, they may lose this young man. As the initiator of sugar free gas bubble water, Yuanqi forest is also running forward at a faster speed. Nowadays, it appears in more and more channels, from convenience stores to small sales department. Meanwhile, the speed of its innovation is also obviously accelerated. Plum juice, Lactobacillus, longmguan... A sugar free drink represented by Yuanqi forest, should no longer need scientific popularization, The so-called sugar free is to replace sugar, sugar, fructose and so on, which used to be used in food processing. These sugars have sweet taste, but almost do not participate in human metabolism, so they are called 0-carbohydrates.
Why do most brands choose "bubble water" to enter the track? Bubble water is equivalent to "advanced sense" to some extent. This advanced sense comes from Paris water, which was popular a few years ago. This may be the first bubble water that Chinese consumers came into contact with. However, such a common table in Europe, the water, to China has been labeled with a new label, "small capital", "high knowledge", "health.". Therefore, bubble water + fruit flavor + sugar is the innovation opportunity of Chinese drinks, and it is also verified that good taste and good drinking are the core of fast food. With the rapid outbreak of sugar free drinks without adding sugar, the corresponding sentence is not simply "the new generation of consumers pay more attention to health", which includes the victory of "sugar free exercise", but also the victory of a variety of new eating methods: low carbon, ketogenic, fasting, original diet... The emergence of more diversified eating methods makes young people believe in the new diet Choose the one that suits him. Yes, this year's consumers are more scientific.
Trend 7: new tea
No longer infatuated with "space", pragmatic, pragmatic and pragmatic again
At present, among the 442 billion yuan tea market, the scale of the new tea market is expected to reach 102billion yuan by the end of 2020. In the short years of rapid development of new tea drinks, two head players: tea like and Naixue tea have experienced almost the same strategic transformation, from "building high-end space" to "paying attention to channel sinking". In 2017, Xicha made its first black gold shop in Shenzhen, and quickly expanded its store classification in space: DP shop daydream plan, pink shop, Xicha hot wheat shop, etc; But Naixue, who started with "European bag + tea drink", once pursued "store area", opened more than 200 flat shops in the mall. Today, Xicha is no longer telling the story of "space", but speeding up the laying of go stores across the country and launching "xixiaocha", which continues to sink; Naixue tea also opened Naixue Pro last year, with a smaller area, and turned to a central kitchen to replace the bakery to provide pre baked products. More efficient, faster, sinking and more practical are happening in this field of rapid galloping.
Trend 8: new Teahouses
Leading the city "slow life"
In addition to new tea drinks, some tea house brands advocating tea culture and lifestyle are quietly emerging in the core business circle.
Established in 2015 by senior catering operators, tea lovers and designers, cooking tea is positioned as a creative Institute for tea and life. As of May, the brand has opened more than 10 offline spaces in Beijing, Xi'an, Chengdu, Suzhou and other cities, and most of the stores choose to live in commercial real estate.
"Yinxi teahouse" is a teahouse brand originated in Shanghai. It was founded in 2016. Up to now, it has more than 20 stores, most of which are located in the single family space outside the shopping mall, near the block and community. With elegant environment, quiet and independent chat space, Yinxi began to sort out the market reputation.
The appearance of "new teahouse" just complements another scene of "offline tea consumption": sitting down to taste tea and chat in a new space. Compared with new tea drinks, teahouses have higher unit prices, higher requirements for tea quality and space, attracting a large number of young people.
Trend 9: taverns
Young people's "little emotion" economy
In 2016, a song "Chengdu" became popular in Chengdu, as well as in the pubs in Yulin, Chengdu.
For young people, the pub is still very different from nightclubs and livehouse. It has experienced intense work during the day, mainly providing alcohol and snacks. It is like a quiet and reliable entrance, which attracts friends to sit in and drink a small wine, reveal their heart and relieve anxiety The "two Ma" is the "pub" mentioned in Zhao Lei Ge. It was founded in 2014. It has more than 140 restaurants in China, and is one of the most influential chain winery brands in Chengdu and even the whole country.
Perry's is a mix of Western food and Qingba. It provides elegant western food in daytime, drinks and drinks at night. Brand orientation is more inclined to leisure urban food bar. The main consumer groups include young people, small-scale white-collar workers and foreign students.
Some non catering brands are also interested in the tavern scene In 2019, Shenzhen launched the sub brand "BlaBlaBar snow snow house", the main perfume bottle cocktail, facing the crowd is mainly exquisite young women, and then joined the music attribute, invited singing singer to enhance the attraction of the format to the crowd.
Trend 10: local food
"Original flavor" is becoming popular all over the country
Recently, Shenyang chicken rack suddenly jumped to the top of the hot search list, becoming a hot topic among young people everywhere. Everyone was excited about being able to eat a "authentic" chicken rack. Not only chicken rack, but also a large number of snacks with local characteristics: Leshan bowl Chicken & Fried String, Liuzhou snail powder, Hong Kong style tea meal, Chongqing noodles, and "Suo Fen" from all over the country... They are collectively "leaving" their hometown, occupying the B1 floor of shopping malls, outdoor beauty food street and University City Food Street in all provinces and cities of China, becoming the food that young people talk about and consume.
For young people, they pursue more rich and further subdivided into "big cities and small pools" with Chinese characteristics; Snacks are easy to get, with lower costs to taste authentic rich food, is a cost-effective consumption experience.
Trend 11: hot pot
Avoid homogenization, break through the marketing boundary, and keep "fancy innovation"
Hot pot is the most popular place for young people to have dinner. It has heavy taste, long business hours, liveliness and low per capita consumption; But at the same time, the essence of hot pot is still a very basic category. With more and more entrants, various brands have to come up with various "fancy marketing methods" to attract young people, such as:
From butter pan to chicken with pepper, seafood and bullfrog, the bottom of fancy pot; From the bottom of Yuanyang pot to Jiugongge and sangongge; From Sichuan Opera, face changing, Kungfu noodles to birthday celebration; There are also various theme scenes to create immersive "hot pot"; There are even various dark dishes: milk tea hot pot, tea hot pot, ice cream hot pot... Just for young people who like freshness. However, in the final analysis, hot pot is still a traditional and grounded catering category. Eating environment, freshness, gimmicks and liveliness are all less than "taste".
Trend 12: Market
The best choice of new consumer brand under the water test line
Since 2020, new consumer brands have exploded in China. When these brands need to be exposed offline, market IP, which focuses on lifestyle and aesthetics, has become the best choice for new consumer brands to go offline Woodstock is one of the oldest and most active market brands focusing on the lifestyle of young people in China. The brand was founded in Beijing. Over the years, it has passed through various important cities, cooperated with key commercial real estate and blocks, and launched various interesting theme markets, among which coffee, dessert and wine are the most common themes. Because of its high quality and tonality accumulated over the years, it is loved by young people all over the world. Fanji common rare, which started in Shanghai, is another market brand with strong development momentum. It is jointly launched by two female students. With the concept of small things matter, it has always focused on small brands with high quality since its establishment. Fanji, which has been established for more than four years, has been linked with a number of new consumer brands and has been in various interesting destinations in Shanghai, Completed high quality activities again and again.
Considering the cost and operational complexity, most brands choose to start from e-commerce rather than open stores immediately, but offline is still one of the most important scenarios for brand exposure, new users acquisition and communication with users. Market cooperation cost is low, but the crowd is very high quality, can be regarded as a cost-effective marketing method.
Dickens said it was the best of times and the worst of times. On the one hand, we accept different new things and information every day; On the other hand, we need to say goodbye to the old things with strong emotional links in a hurry. However, we always hold the attitude of "embracing change", because it is these changes that make life more enjoyable. Finally, I would like to thank my partner, RQ business observation room (ID: rqmarketing), who is a cutting-edge commercial we media company. RQ is the abbreviation of "Research & Query", which means keen, searching. By recording "urban business development", we are committed to promoting urban renewal, business innovation, integration of space and content, urban lifestyle and other issues. We hope to connect with thousands of real business people and explore a warm business world.
