不囤肉、找特产 肉品年货迎来新需求丨年货新趋势

Core Insights - The meat product market for the upcoming Spring Festival is undergoing significant changes, with a shift towards regional specialties and a focus on fresh consumption rather than bulk buying, particularly among the younger generation [1][5][19] Group 1: Consumer Behavior - Younger consumers, particularly those born after 2000, are moving away from bulk purchasing of meat products, opting instead for fresh purchases as needed, reflecting a more rational consumption approach [5][6] - The trend of not stockpiling is supported by stable supply channels, with companies like Tyson Foods preparing for the peak sales period by doubling inventory levels [6][9] - Consumers are increasingly evaluating the "preparation costs" associated with stockpiling, leading to a preference for fresh purchases during the short holiday period [5][10] Group 2: Market Trends - The demand for regional specialties and traceability in food products is rising, with consumers showing interest in the origin and quality of meat products [9][12] - The packaging of meat snacks is increasingly emphasizing auspicious themes, with "wealth" becoming a popular concept in product design, reflecting cultural significance [13][19] - Sales of meat gift boxes featuring "wealth" themes have surged, with transaction volumes increasing by 90% year-on-year, indicating a shift in consumer preferences towards products that convey good fortune [19][20] Group 3: Company Strategies - Companies like Shouheng Group and Wumart have activated supply assurance systems and promotional activities well in advance of the festival to ensure stable prices and abundant supplies [7][8] - Brands are focusing on creating unique product offerings that resonate with cultural values, moving from price competition to value competition, enhancing brand loyalty and consumer engagement [20]