济南端午市场刮起“健康风”，低糖粽成消费者“新宠”

Core Insights - The consumption of zongzi (rice dumplings) in Jinan is showing a significant trend towards health-conscious options, with low-sugar and whole grain varieties becoming increasingly popular among consumers [4][9][11] Group 1: Market Trends - Zongzi sales have seen a notable increase, with a reported growth of over 10% compared to the same period last year, particularly in the three days leading up to the Dragon Boat Festival [4] - At Hema Fresh, zongzi sales have surged by 50% year-on-year and 300% week-on-week, indicating a strong demand for both traditional and innovative flavors [6] - The overall production of zongzi is projected to reach 2 million units this year, with a significant portion of sales coming from health-oriented products [11] Group 2: Consumer Preferences - Nearly 50% of consumers prioritize low-sugar attributes in zongzi, reflecting a shift towards healthier eating habits [4] - There is a growing preference for high-value products, with consumers becoming more rational in their purchasing decisions, focusing on ingredient quality and cost-effectiveness [8][11] - The younger demographic now accounts for over 40% of zongzi consumers, indicating a shift in market dynamics [11] Group 3: Industry Growth - The zongzi market in China is expected to surpass 10.3 billion yuan in 2024, with an estimated market size of 11 billion yuan this year [11] - As of May 31, there are 5,629 zongzi-related enterprises in China, with 217 new companies established in the past year, primarily concentrated in provinces like Zhejiang, Shandong, Guangdong, Hainan, and Shaanxi [13] - The increasing emphasis on the cultural significance and emotional experience associated with zongzi is driving innovation and competition within the industry [13]