2024月饼行业消费趋势洞察

Investment Rating - The report does not explicitly state an investment rating for the mooncake industry. Core Insights - The mooncake production scale has been steadily increasing, with a notable growth rate of 12% in 2022, driven by the rising importance of the Mid-Autumn Festival and the expanding demand for mooncake gift boxes [4][6]. - Social media engagement around mooncakes has surged, with a 109% year-on-year increase in related content and 4.93 billion interactions in 2023 [7][8]. - Consumer preferences are shifting towards healthier options, with a growing demand for low-sugar and no-sugar mooncakes to meet health-conscious trends [35][36]. Summary by Sections Production and Market Growth - Mooncake production has seen a significant increase, with the production volume reaching a peak growth rate of 12% in 2022 [4]. - The mooncake gift box market is expanding, reflecting a steady growth trend due to the popularity of gift-giving during the festival [4]. Social Media Trends - The social media heat around mooncakes is primarily driven by the festival, with a substantial increase in content creation and interactions during the Mid-Autumn Festival [7]. - In 2023, the volume of mooncake-related content reached 1.1 million, marking a 109% increase compared to the previous year [7]. Consumer Preferences - Consumers are increasingly focused on the taste, packaging, and filling of mooncakes, with a notable interest in healthier options [9]. - The demand for innovative flavors, including durian and chocolate, is on the rise, reflecting a diversification in consumer tastes [30]. Market Competition - The traditional mooncake market is highly competitive, with Cantonese mooncakes leading in volume, while Yunnan-style mooncakes are gaining traction due to their growth potential [13]. - New-style mooncakes, led by brands like Starbucks and innovative local brands, are rapidly expanding their market share [16][19]. Brand Performance - Traditional brands like Daoxiangcun maintain a strong market presence, while new entrants like Liulangyike are gaining recognition [22]. - The packaging and presentation of mooncakes are critical factors influencing consumer choices, with brands leveraging attractive designs to enhance appeal [25][32].