Core Insights - The article discusses the changing preferences of young consumers regarding mooncakes, highlighting a shift from high-priced, unhealthy options to more affordable and healthier alternatives [6][7][19]. Pricing Trends - The prices of mooncake gift boxes have significantly decreased, with most now priced between 50 to 300 yuan, and the highest being 498 yuan, compared to previous years where prices often exceeded 500 yuan [9][11]. - A notable example includes a 128 yuan gift box containing 6 small mooncakes and 1 large mooncake, totaling 920 grams, with promotional offers available [11]. - Despite the lower prices, sales of mooncake gift boxes remain sluggish, indicating a shift in consumer behavior [12][13]. Consumer Preferences - Young consumers are increasingly favoring "plain mooncakes" with simple packaging and affordable prices, such as the popular "Huangzhuang mooncakes," which are handmade and priced between 10 to 25 yuan [16][17]. - Health considerations have become paramount, with 96.7% of surveyed consumers prioritizing health when selecting mooncakes, leading to a rise in low-sugar options [19][20]. Health and Quality - The article notes a trend towards low-sugar mooncakes, which have reduced caloric content from approximately 478 calories to around 359 calories per 100 grams [20]. - The shelf life of mooncakes has also decreased, with many brands now offering products with a shelf life of 60 to 90 days, reflecting a consumer preference for fewer preservatives [22][24]. Market Dynamics - The mooncake market is experiencing increased competition, with a growing number of small businesses and traditional bakeries entering the market, making it challenging for established brands to maintain their market share [32]. - Major brands like Guangzhou Restaurant are facing declining profits, with a reported 1.95% decrease in mooncake revenue, indicating a broader trend affecting the industry [32][33].