Xin Jing Bao·2026-02-12 07:26Core Insights - The article highlights a shift in consumer behavior towards more rational and needs-based purchasing in the grain and oil market during the pre-Spring Festival period, with a notable increase in the popularity of high-quality and health-oriented products [1][2][4]. Group 1: Consumer Behavior - Families are increasingly adopting a "needs-based" purchasing approach rather than stockpiling goods, as evidenced by a twofold increase in rice sales in the month leading up to the festival [2]. - Online sales data from JD.com indicates significant growth in rice and oil products, with small rice sales increasing by 247% and soybean oil by 149% since the start of the New Year festival [2]. - Consumers are seen carefully selecting products, with a focus on quality rather than quantity, as shopping convenience has reduced the need for bulk purchases [2][4]. Group 2: Product Trends - There is a rising demand for regional specialty grain products, such as Wuchang rice and other local brands, which are prominently displayed in supermarkets [2]. - Dry goods, particularly mushrooms and other fungi, are experiencing a peak in sales, with various types being marketed as essential for festive cooking [3][4]. - Gift boxes featuring healthy products like olive oil and organic grains are becoming popular, reflecting a trend towards health-conscious gifting [3][4]. Group 3: Quality and Certification - Consumers are increasingly prioritizing products with "organic certification" and clear origin labeling, indicating a shift towards quality over mere quantity [4][5]. - Products that combine organic certification with traceability are gaining a competitive edge in the market, as seen in the prominent placement of organic rice and specialty grains in stores [5]. - The trend towards health-oriented products is also evident in the popularity of oils with zero trans fats, which are attracting consumer attention [5].