销量暴跌33%！从年货顶流到无人问津，中国人为啥就不爱吃糖了？

Industry Overview - The Chinese candy market has experienced a significant decline, with sales dropping by 33% from its peak, reflecting a shift in consumer preferences and habits [3][5][7] - In 2017, the market size of the domestic candy industry exceeded 90 billion yuan, but by 2023, it had shrunk by 5 billion yuan [7][9] - The per capita candy consumption in China is now only 0.7 kg, a decrease of over 33% from its peak [5][31] Consumer Behavior - Younger consumers are increasingly moving away from traditional candy, with a notable decline in the popularity of candies like wedding sweets, which are being replaced by healthier options such as low-sugar chocolates and freeze-dried fruits [13][15] - The candy section in supermarkets has been marginalized, with its shelf space reduced to less than 5%, as consumers gravitate towards nuts and trendy snacks [15][19] - Chinese consumers exhibit a unique approach to sugar consumption, preferring to obtain sugar from staple foods rather than directly consuming candy [21][25] Health Trends - There is a growing health consciousness among Chinese consumers, leading to a nationwide trend of reducing sugar intake, driven by concerns over health risks associated with high sugar consumption [31][33] - Policies are being implemented to promote reduced sugar consumption, including mandatory labeling of sugar content in pre-packaged foods starting in 2027 [33][35] Company Performance - Xu Fu Ji, a long-standing candy brand, has seen its market share decline among younger consumers, yet it remains a top player in the domestic candy market due to its established brand recognition [11][39] - The company has attempted to adapt by launching reduced-sugar products, but these have not significantly boosted sales, indicating challenges in meeting changing consumer preferences [37][39] - Other brands have also struggled to maintain relevance, with some experiencing low repurchase rates despite initial popularity from collaborations and new product launches [37][39] Future Outlook - The candy industry is expected to continue evolving, with a focus on innovation to meet consumer demands for healthier options [41] - While candy may no longer be a staple in everyday life, it is anticipated to retain a presence in the market, adapting to fit modern consumer needs [41]