Core Insights - The konjac snack industry is gaining popularity due to its low-calorie, high-fiber attributes, appealing particularly to health-conscious consumers, especially women [2][5] - Konjac products are being marketed not only for their health benefits but also for their taste, with companies focusing on flavor enhancement while maintaining a relatively low caloric content [3][6] - The konjac industry is transitioning from a regional specialty to a global snack trend, with significant export potential and cultural significance [5][7] Industry Characteristics - The konjac snack market is characterized by diverse product forms, including "konjac shuang" and konjac jelly, which cater to various consumer preferences in the snack and beverage sectors [1][2] - There is a growing awareness of dietary fiber intake among Chinese consumers, with konjac serving as an ideal source to address this gap [2][6] - The industry faces challenges related to product quality, including concerns over high salt and oil content in some konjac snacks, necessitating consumer education [2][3] Market Opportunities and Challenges - The konjac snack industry has expanded its reach, exporting to nearly 44 countries, with a focus on flavors that resonate with local tastes while promoting Chinese culinary culture [7] - Companies are encouraged to develop standardized and scalable cultivation practices to ensure a stable supply chain, addressing climate and soil variability [5][6] - The future of konjac products includes potential applications beyond food, such as in medical and cosmetic fields, indicating a broadening market scope [6][7]

• 东南亚零食市场潜力巨大，规模约 1,500 亿元，五大核心国家占比 92%，越南增速最快。中国零食出海正值品类升级和渠道变革窗口期，有 望分享渗透率和市占率双重提升，长期来看，中国零食在东南亚单品牌份 额可达 3%到 5%，合计份额可达 15%到 20%，对应增量市场超过 200 亿元。 • 越南、马来西亚和印尼是首选目标市场，这些国家高增长且竞争格局未定， 风味零食是显著机会。泰国均价过高，存在抢占市场格局的机会；菲律宾 则可通过创新破局。中国品牌供应链完善，产品创新策略灵活，通过差异 化和性价比优势击中传统品牌痛点。 • 企业初期应内生搭建品牌、渠道及产能，同时设置专业组织进行本土化运 营。核心市场锁定越南、马来西亚、印尼及泰国。产品端主打优势品类并 进行本土化口味调整；渠道端设立海外组织并开辟分销网络；产能端同步 进行供应链出海；品牌端灵活借力新媒体新渠道影响海外用户。 • 东南亚市场本土品牌强势但集中度偏低，CR5 仅 30.6%，CR10 仅 44.4%。第一梯队为玛氏、亿滋、联合利华等国际巨头，份额 5%-8%； 第二梯队为雀巢、百事等，份额 1%-3%。中国企业可利用风味零食产品 的创新优势 ...