Meltwater融文：2025年零食行业消费者洞察报告

Core Insights - The Meltwater 2025 Snack Industry Consumer Insights Report analyzes consumer motivations, regional market characteristics, and marketing directions based on global social media data from the first half of 2025, providing valuable references for brand strategy formulation [1] Group 1: Social Media Discussion Trends - In the first half of 2025, global discussions related to snacks increased by 50% compared to the second half of 2024, reaching 27.7 million mentions, although interaction volume decreased by 2% to 128 million [1][23] - China and Japan are the leading markets in terms of discussion volume, with China seeing a 110% increase to 244,000 mentions and Japan a 170% increase to 13.7 million mentions [1][23] - The U.S. and U.K. experienced declines in discussion volume by 8% and 13%, respectively, while India saw a 2% decrease in volume but a 62% increase in interaction, indicating significant regional disparities in engagement [1][23] Group 2: Consumer Motivations for Snack Consumption - Consumer motivations for snack consumption can be categorized into three main types: 1. For Physical and Mental Satisfaction: Consumers prioritize convenience and emotional connection, with a 31% increase in mentions of store-brand snacks, reflecting a rise in "value replacement culture" [2][12] 2. For Exploration and Experimentation: Taste and texture are the primary focus, accounting for 33.8% of discussions, with limited edition and regional snacks gaining popularity, such as Dubai-flavored chocolate, which saw a 105% increase in mentions and a 341% increase in interactions [2][12] 3. For Health Maintenance: Discussions around health and nutrition are prominent, with specific nutrients like protein and iron seeing increases of 15% and 69%, respectively, indicating a market opportunity for high-end health snacks [2][12] Group 3: Marketing Recommendations - Brands should align their strategies with their positioning and regional market characteristics, leveraging influencer marketing to expand their reach and focusing on trending online community topics to effectively communicate product value [3][10]