月饼礼盒卖不动了，年轻人爱上散装月饼

Core Viewpoint - The mooncake market is undergoing significant changes driven by younger consumers who prioritize health and affordability over traditional luxury and high prices [5][21][38]. Price Trends - The prices of mooncake gift boxes have decreased significantly, with most now priced between 50 to 300 yuan, and the highest being 498 yuan, a stark contrast to previous years where prices often exceeded 500 yuan [6][10][12]. - A notable example includes a 128 yuan gift box containing 920 grams of mooncakes, indicating a shift towards more affordable options [12]. - Despite the lower prices, overall sales revenue for mooncakes has not increased, as many businesses report that sales volumes remain similar to last year but with reduced pricing [14][36]. Consumer Preferences - Young consumers are increasingly favoring "朴素月饼" (simple mooncakes) over luxury gift boxes, with prices ranging from 10 to 25 yuan, reflecting a desire for authenticity and value [16][18]. - Health considerations have become paramount, with 96.7% of consumers prioritizing health when selecting mooncakes, leading to a rise in low-sugar options [21][22]. Product Innovations - The mooncake industry is adapting by introducing low-sugar variants and shortening shelf lives to reduce preservatives, with many brands now offering a shelf life of 60 to 90 days [20][25]. - Traditional flavors are making a comeback, with popular options including lotus seed paste and salted egg yolk, while previously trendy flavors like bird's nest are becoming less common [29][30]. Market Dynamics - The market is characterized by a divide between established brands and local bakeries, with younger consumers showing a preference for local, traditional options over big-name brands [37]. - Major brands like Guangzhou Restaurant are experiencing declining profits, with their mooncake sales decreasing by 1.95% despite a slight increase in overall revenue [38].