IP趣玩食品成休闲食品赛道增长新引擎

Core Insights - The core viewpoint of the articles is that the IP play food sector is emerging as a new growth engine in China's snack food market, which has surpassed a trillion yuan in scale, driven by evolving consumer demands for nutrition, health, novelty, and emotional value [1][3]. Market Overview - The overall market size of IP food in China reached 35.4 billion yuan last year and is expected to grow to 84.9 billion yuan by 2029, with the IP play food segment growing from 5.6 billion yuan in 2020 to 11.5 billion yuan last year, reflecting a compound annual growth rate (CAGR) of 19.6% [3]. - The IP play food market is projected to continue expanding at a CAGR of 20.9% from this year to 2029, potentially reaching 30.5 billion yuan [3]. Consumer Trends - The consumer demographic for IP play food is becoming increasingly "age-inclusive," attracting not only children but also young adults and older consumers [2][3]. - Many young consumers share and recommend various products on social media, creating a unique community culture around IP play food [3]. Product Innovation and Development - The industry is transitioning from a model focused on low-age audiences and single product categories to a more systematic development path that includes all-age coverage, diverse products, refined designs, and healthier formulations [6]. - Health trends are pushing the industry towards "sugar-free" options, with many products now prominently featuring "sugar-free/0 sugar" labels [6]. Emotional Consumption - The rise of emotional consumption has led to a significant market for products that provide emotional companionship, with 72% of consumers indicating that their purchasing behavior is driven by the desire for emotional connection [7]. - IP play food effectively captures this demand by integrating elements of surprise, interaction, and collectability into snack products, transforming consumption from merely satisfying hunger to providing emotional comfort [7]. Competitive Landscape - The increasing number of entrants in the IP play food market has led to a growing concern over product homogenization, prompting companies to innovate continuously in product forms and enhance toy quality [5][9]. - Companies are encouraged to focus on original IP incubation and cross-industry collaborations to build unique content advantages [8]. Investment and Market Dynamics - The IP play food sector is attracting more investor attention, with increased financing events and deeper integration across the industry chain, from IP licensing to product design and marketing [4]. - The market is characterized by a shift towards enhancing emotional value and consumer experience rather than competing solely on price [8].