2025年零食行业消费趋势洞察

Core Insights - The Chinese snack market is undergoing a significant transformation, shifting from traditional consumption focused on satiety to a new era driven by health, personalization, and emotional value [1][7] - Young consumers, making up over 70% of the market, exhibit a dual focus on "rational health" and "stress relief," indicating a complex consumer behavior that emphasizes snacks as emotional and social facilitators [1][7] Consumer Trends - Key factors influencing snack selection include taste, ingredient quality, and consumption context, with rising interest in low-sugar, low-fat, low-calorie, high-protein, and clean-label products [2][7] - Diverse consumption scenarios have emerged, extending from casual snacking to specific contexts like late-night binge-watching, outdoor camping, and travel gifts, highlighting snacks as solutions for various life moments [2][7] - The demand for snacks designed to alleviate stress and anxiety has surged, with related social media content experiencing significant growth [2][7] Regional and Social Dynamics - Local specialty snacks are revitalizing through cultural recognition and national trends, leveraging traditional craftsmanship and regional flavors, amplified by social media [3][7] - The "social currency" aspect of snacks is increasingly important, with consumers actively engaging in creative consumption methods, DIY snacks, and sharing experiences, transforming consumption into a social activity [3][7] Marketing Strategies - Xiaohongshu (Little Red Book) has emerged as the primary platform for snack brand marketing, showing significant year-on-year growth in commercial posts and user engagement around health and clean ingredients [4][7] - In contrast, Douyin (TikTok) has seen a contraction in snack marketing, focusing more on narrative-driven content and price-oriented promotions, indicating a differentiated marketing ecosystem [4][7] Competitive Landscape - Competition among snack categories is intensifying, with mixed nuts remaining a key focus despite a decline in overall social media engagement, while meat snacks and baked goods are experiencing stable growth [5][7] - Brands that can identify niche demands and create standout products are gaining market traction, exemplified by companies like Wang Xiaolu and Hema, which have successfully launched innovative products [5][7] - The current snack market is characterized by a shift towards consumer-driven, emotional, and social values, necessitating brands to enhance product quality and understand consumer emotional needs [5][7]