Market Overview - The zongzi market in China is expected to exceed 10 billion yuan in 2024 and reach over 11 billion yuan in 2025, driven by the influence of traditional culture and innovative marketing strategies from various brands [1] - The market features a wide variety of zongzi, including classic products from well-known brands like Wufangzhai, Sanquan, and Sinian, as well as new products that explore traditional culture and cross-industry innovations [1] Consumer Preferences - Traditional flavors remain popular among consumers, with classic combinations like meat zongzi with salted egg yolk being a must-buy for many during the Dragon Boat Festival [3] - There is a growing trend towards rational shopping, with consumers opting for smaller combination packs of zongzi to meet health needs and avoid waste, making them popular for gifting [7] Product Innovations - Creative innovations in the zongzi market include products like Qingdao Beer’s zongzi with beer filling and Starbucks’ "Star Ice Zongzi," which combines various flavors to appeal to younger consumers [9][12] - Health-conscious options such as low-GI zongzi made with oat rice and added beans have gained popularity, with some products selling nearly 1,000 units daily [12] Regional and Online Sales Trends - Regional specialty zongzi have seen a surge in online sales, with platforms like Tmall supporting local shops and showcasing unique flavors during promotional events [15][17] - The number of zongzi-related companies in China has reached 5,012, with a significant concentration in provinces like Zhejiang, Shandong, and Guangdong [21] Pricing and Market Competition - Traditional zongzi from well-known brands are priced affordably, with average prices ranging from 6 to 15 yuan per piece, while online platforms often offer lower prices due to promotions [20][21] - The competitive landscape is marked by price wars among zongzi vendors, reflecting a diverse consumer market and the need for brands to adapt to changing consumer preferences [20][21]
半岛调查｜啤酒粽、中药粽……从老字号到新玩法，今年的粽子有啥新花样？
Sou Hu Cai Jing·2025-05-26 10:40