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七大趋势重构大食饮消费版图 品牌需以“新”带热度以“心”建黏性
Zhong Guo Chan Ye Jing Ji Xin Xi Wang· 2025-08-12 22:52
Core Insights - The food and beverage industry is undergoing a "human heart revolution," shifting from mere functional satisfaction to health and emotional value, as highlighted in the Nielsen IQ report [1][2] Consumer Trends - Consumers are moving from "trusting brands" to "trusting ingredients," with 71% of consumers researching product components, origin, and nutritional value before purchase [2] - Emotional factors are now the primary motivators for purchasing decisions, with the top three reasons being emotion-driven [2] - 65% of consumers are willing to engage with new food and beverage products on social media, indicating a shift towards content-driven and social value in consumption [2] - The five psychological drivers influencing consumer behavior include safety, self-control, self-identity, social expression, and autonomy [2] Brand Strategy - Brands must address both the "new" and "heart" demands of consumers to achieve growth, focusing on product innovation and emotional connection [3][4] - The decision-making process has compressed to "content equals purchase," emphasizing the need for brands to create surprise and belonging in consumers' minds [3] - Brands should balance short-term trends with long-term loyalty by developing a dual-product strategy and resonating marketing approaches [3][4] Social Media Influence - Social media is a crucial factor in shaping consumer decisions, serving as a platform for brand storytelling and engagement [5][6] - Key pathways for content marketing on social media include driving consensus through expression, emotional triggers, and user feedback for product development [6] - Social platforms provide a comprehensive business ecosystem for brands to connect with consumers, allowing them to observe trends and adapt accordingly [6]