甜口面包热度回归，年轻人们不控糖了？| 趋势洞察

Core Viewpoint - The article discusses the evolution of consumer preferences in the baking industry, highlighting a shift from a focus on sweetness to a balanced approach that values both flavor and health [5][20][27]. Group 1: Historical Context - Two decades ago, sweet bread was a staple in Chinese households, characterized by its rich flavors and comforting sweetness, which provided emotional satisfaction during times of scarcity [1][8]. - The early baking market was dominated by traditional sweet pastries and cakes, which accounted for 81% of the market share, reflecting a time when taste was prioritized over health concerns [8]. Group 2: Shift in Consumer Preferences - Approximately ten years ago, the rise of fitness apps and social media began to influence consumer behavior, leading to a growing demand for healthier options such as whole grain and low-sugar products [9][11]. - The trend towards health-conscious baking has resulted in a perception of bread as a functional food, where the emphasis shifted from taste to health benefits [9][12]. Group 3: Market Dynamics - The health baking trend is driven by a genuine consumer demand for healthier and convenient options, with the baking specialty store market projected to reach 116 billion yuan by 2025 [15]. - Investment in health-focused baking brands has surged, with many securing funding and rapidly expanding their store presence, indicating a market consensus that "less sweet equals better sales" [16]. Group 4: Flavor and Quality - As the industry pursued extreme low-sugar options, a "flavor vacuum" emerged, where bread became a vehicle for nutrients rather than a source of enjoyment [19]. - Consumers are now seeking a balance between sweetness and flavor quality, understanding that the source and type of sweetness matter, leading to a more nuanced appreciation of baked goods [21][26]. Group 5: Industry Reflection and Future Outlook - The transition from a "no sugar" mentality to a more rational approach to sweetness reflects a maturation in consumer attitudes, emphasizing the importance of taste alongside health [27]. - The baking industry is encouraged to innovate and improve product quality, focusing on creating delicious offerings that meet both health and emotional needs of consumers [27].