消费观察|鲜果吃冻的，干果吃鲜的？这届年轻人更愿为“新鲜、健康、悦己”买单

Core Insights - The report from Hema's 10th anniversary highlights that "fresh, healthy, and self-indulgent" are the three major directions for future consumption trends, with frozen fruits and fresh nuts becoming popular among young consumers [1][12]. Group 1: Frozen Fruits - Frozen fruits have emerged as a new social trend this summer, with various platforms showcasing recipes and tutorials, making bananas, mangoes, and watermelons popular choices [3][6]. - Hema offers a range of specialized frozen fruits, including mixed berries and tropical fruit cups, which are convenient for consumers looking for healthy meal options [3][9]. - The nutritional value of frozen fruits is comparable to fresh fruits, and they are considered healthier than high-sugar ice creams, with industrial freezing techniques preserving their quality better than home methods [6][12]. Group 2: Fresh Nuts - Fresh nuts, particularly fresh walnuts and macadamia nuts, are gaining traction as a new trend, with consumers appreciating their unique flavors when eaten fresh [5][11]. - The supply chain for fresh nuts involves advanced technology, such as low-oxygen storage and rapid processing to maintain freshness [9][11]. Group 3: Consumer Trends - The current consumer demographic favors "no-mess," "single-serving," and "lazy" consumption styles, reflecting a shift towards refined, health-conscious eating habits [11][14]. - The report indicates that young consumers are increasingly interested in DIY food options and are willing to explore new eating methods, which is driving demand for innovative products in retail [11][12]. Group 4: Supply Chain and Innovation - Over the past decade, Hema has established a robust supply chain network with multiple centers and direct sourcing bases, allowing for fresh produce to be delivered nationwide and internationally [12][14]. - The company is continuously updating its standards for freshness and quality across various product categories, including fruits and beverages [12][14].