“贵价”面包又掀种草热潮？Z世代的“可负担奢侈”正重塑烘焙市场

Core Viewpoint - The article discusses the evolving consumer behavior in the bakery market, particularly among young people, who are increasingly willing to pay a premium for perceived value and quality in baked goods, reflecting a shift in their consumption philosophy [4][6][11]. Group 1: Consumer Behavior Changes - Young consumers are showing less price sensitivity and are willing to pay more for quality baked goods, indicating a shift from simply seeking low prices to valuing "perceived value" [4][11]. - The concept of "value transparency" is becoming crucial, as consumers are now more informed and critical about the ingredients and quality of the products they purchase [6][11]. - The acceptance of high-priced bread is supported by data, with 40.1% of consumers spending between 21-40 yuan per purchase, and 23.3% spending between 41-60 yuan [11]. Group 2: Market Dynamics - The bakery market is experiencing a transformation where consumers are prioritizing quality and authenticity over brand prestige, leading to a "silent revolution" in consumption patterns [4][6]. - Successful bakeries are leveraging local ingredients and traditional flavors to create a unique value proposition, moving away from mere imitation of foreign styles [22][24]. - The market for premium bread is expected to remain, but not all high-end brands will succeed, as it depends on their ability to maintain quality and consumer interest [26][28]. Group 3: Emotional and Social Aspects - The willingness to pay for premium baked goods is also tied to emotional satisfaction, with consumers viewing these purchases as rewards for their hard work [13][31]. - The concept of "social currency" is evolving, where knowledge about quality ingredients and baking techniques becomes a form of social capital among young consumers [15][31]. - Visual appeal plays a significant role in consumer choices, with attractive presentation being a key factor in driving sales [18][20].