【民生调查局】礼盒月饼普降价，散装月饼“冲上天”

Core Viewpoint - The Mid-Autumn Festival mooncake market has seen a significant price reduction for mooncake gift boxes, with many products now priced below 500 yuan, following regulatory measures to curb "sky-high" prices [2][5][12]. Price Trends - Most mooncake gift boxes in ordinary supermarkets are priced under 300 yuan, with a majority falling between 100-200 yuan, while some brands are priced close to the regulatory limit of 500 yuan [2][5]. - For example, the Bulgari Hotel's 4-piece mooncake gift box is priced at 498 yuan, and the Mandarin Oriental Hotel's 6-piece box is priced at 388 yuan, down from 988 yuan and 688 yuan in 2023 respectively [4][5]. - Custom mooncake gift boxes for group purchases are also kept below 498 yuan, with a notable drop from 888 yuan in 2022 to 498 yuan this year [5]. Regulatory Impact - The government has implemented strict regulations against the use of precious materials in mooncake packaging and the mixing of mooncakes with other products in gift boxes [5]. - The Peninsula Hotel has ceased selling high-priced gift boxes that previously included no mooncakes, now offering a maximum price of 498 yuan for a single-layer structure gift box [5]. Price Increase in Loose Mooncakes - In contrast to the declining prices of gift boxes, the prices of loose mooncakes have increased, with some brands charging up to 39 yuan per piece, which is comparable to the average price of boxed mooncakes [7][10]. - Loose mooncakes that were once priced at 3-4 yuan are now often found at 15 yuan or more, with most priced above 10 yuan [11]. Health Trends - The mooncake market is diversifying in flavors, with some brands promoting health-oriented options such as low-sugar and no-sugar mooncakes [12][15]. - Despite claims of being "low-sugar" or "no-sugar," these mooncakes still contain carbohydrates from flour, necessitating caution for consumers with dietary restrictions [15]. Consumer Sentiment - There is a noticeable shift in consumer sentiment away from "sky-high" mooncakes, with emotional value becoming a key factor in purchasing decisions, particularly among younger consumers who favor trendy and health-conscious products [12].