月饼市场为何没有迎来超级大年？年轻人消费趋势解析

Market Overview - The mooncake market in China is experiencing a downturn despite expectations for a "big year" due to the overlap of the Mid-Autumn Festival and National Day. The sales scale reached 27.13 billion yuan in 2023, but market feedback has been notably lukewarm, leading to increased pressure on manufacturers and distributors as competition intensifies and price wars escalate [5]. Changing Consumer Behavior - Young consumers are shifting their attitudes towards mooncakes, prioritizing cost-effectiveness and health over high-priced premium options. Many are comparing prices and purchasing during sales to avoid overpaying. Additionally, there is a growing trend of homemade mooncakes, which allows families to control ingredients and reduce additives, gaining popularity among health-conscious consumers [6]. Health and Flavor Preferences - According to JD.com's "2025 Mooncake Trend Insight Report," 73% of consumers are now focusing on the health aspects of mooncake ingredients, with low-sugar and additive-free products becoming increasingly popular. Traditional flavors are being replaced by local specialties, such as Inner Mongolia's milk skin mooncakes and egg skin mooncakes, reflecting a return to the emotional core of family reunions and injecting new vitality into the market [7]. Innovation and Challenges - In a highly competitive market, mooncake manufacturers are seeking innovation. Established brands like Guangzhou Restaurant and Maxim's still hold significant market shares, while new brands are emerging with unique packaging and innovative flavors to attract younger consumers. Collaborations with pop culture, such as the partnership between Daoxiangcun and the two-dimensional culture, are also being explored to resonate with the emotional and psychological needs of young buyers [8]. Future Directions - Experts predict that the mooncake market will evolve in two main areas: embracing new retail channels to transform mooncakes from seasonal items to everyday products, and localizing innovations to introduce differentiated products that meet consumer demands for novelty, which could also lay the groundwork for future international expansion [9].