中新网记者 吴鹏泉 中秋佳节将至，月饼作为最具仪式感的单品，迎来销售旺季。今年中秋，月饼市场刮起强劲"健康风"， 主打健康元素的低糖月饼走俏。 记者连日来走访江西南昌多家商超注意到，大量月饼"轻装"上市，各类价格亲民的月饼礼盒悄然占据"C 位"，"低糖""低脂"成为今年月饼市场的主要卖点之一。 中新网南昌10月2日电 题：健康风潮席卷中秋市场 低糖月饼走俏 江西"00后"女孩刘晴同样注重月饼的健康属性。"我比较注重身材管理，传统月饼高油高糖，吃一块负 罪感太强了。"想过节应个景的她，买了一盒低糖荞麦黑麻果仁月饼。 这股健康风潮背后是消费观念的升级。京东超市发布的《京东月饼品类2025年趋势洞察报告》显示， 73%的消费者明确关注"成分健康"，低糖、无添加类产品显著增长。 线上平台的月饼消费也反映了消费者对"降糖"的追求。美团闪购数据显示，今年中秋与国庆"双节"前最 后一个周末，平台上的低糖月饼销量同比增长超两倍。 面对消费者的需求，不少企业减轻月饼的"甜蜜负担"。福州百饼园食品有限公司与馅料厂商深度合作， 对月饼馅料进行低糖化调配。有趣的是，部分医院也跨界加入"健康月饼"阵营，浙江省中医院、扬州市 中医院等中 ...

以下文章来源于定焦One ，作者定焦One团队 定焦One . 深度影响创新。 月饼变便宜了，也变健康了。 文 ｜ 王璐 编辑 ｜ 魏佳 来源｜ 定焦one（ID:dingjiaoone） 封面来源 ｜ IC Photo 中秋的脚步一近，测评博主们的"月饼吐槽大会"准时开演。 往年提起月饼，年轻人满是槽点：动辄标价几百上千的天价礼盒，咬一口甜到齁的高糖炸弹，还有鱼翅、螺蛳粉等创新黑暗馅料，再加上担心暗藏"科技与 狠活"，不少人直呼"不敢吃"。 可少了这口圆乎乎的点心，总觉得中秋节缺点什么。两难之下，年轻人索性开启"月饼邪修"模式，买套模具回家，汉堡压一压、披萨裹一裹，连奥利奥、煎 饼果子都能摇身一变，成了创意十足的"跨界月饼"，主打一个吃得放心、玩得开心。 "定焦One"走访几家大型会员超市发现，往年动辄500元以上的月饼礼盒，今年几乎看不到。绝大部分礼盒售价在150元左右，最贵的定价498元。 某大型商场的月饼礼盒价格"定焦One"摄 一位超市工作人员介绍，今年的月饼礼盒价格普遍不高。她以一款128元的礼盒为例，"里面包括6块小月饼和一块大月饼，总共920克，买十盒还能赠一 盒。" 代理商的感受也类似。 一 ...

Core Viewpoint - The article discusses the changing dynamics of the mooncake market, particularly how young consumers are influencing pricing and product offerings towards healthier and more affordable options [4][6][28]. Pricing Trends - The price range for mooncake gift boxes has shifted significantly, with most now priced between 50 to 300 yuan, and the most expensive boxes priced at 498 yuan, a stark contrast to previous years where prices often exceeded 500 yuan [5][8]. - A specific example includes a 128 yuan gift box containing six small mooncakes and one large mooncake, totaling 920 grams, with promotional offers available [9]. Consumer Behavior - Young consumers are driving a shift in the mooncake market, opting for lower-priced options and expressing dissatisfaction with high-priced, unhealthy mooncakes [6][12]. - The popularity of "朴素月饼" (simple mooncakes) has surged, with prices ranging from 10 to 25 yuan, appealing to consumers looking for value and authenticity [14][17]. Health Consciousness - Health has become a primary concern for consumers, with 96.7% of users prioritizing health when selecting mooncakes. This has led to the introduction of low-sugar mooncakes and shorter shelf lives [19][20]. - The energy content of traditional mooncakes is significantly higher, with low-sugar versions reducing energy content from approximately 478 calories to around 359 calories per 100 grams [20]. Market Adjustments - The mooncake industry is responding to consumer demands by lowering prices and focusing on healthier ingredients, with many brands reducing the shelf life of their products to enhance perceived healthiness [21][23]. - Major brands are facing challenges as younger consumers prefer local, traditional options over established brands, leading to a decline in sales for some industry leaders like Guangzhou Restaurant [34]. Regulatory Influence - Government policies are also shaping the market, with regulations aimed at curbing exorbitant prices and promoting simpler, healthier mooncake options [29][30].

"现在已经开始促销了。"中秋将至，又到月饼热销时，广州东山百货业务部经理戴崇业这样说。今年国 庆假期与中秋节重叠，应节的月饼、水果、零食饮品等商品被摆放在了商场的显眼位置。 南都记者走访广州多家商超，并综合线上平台销售情况发现，经典品牌、经典口味的月饼仍最受街坊喜 爱，但也有不少创新产品受到消费者青睐。 线下 在旺销的月饼市场中，老字号大品牌仍深得消费者心。华润万家相关负责人介绍，"传统的双黄莲蓉、 美心流心奶黄口味颇受欢迎。"广州酒家的终端数据显示，不仅双黄纯白莲蓉月饼持续保持高热度，五 仁月饼今年也备受青睐。在东山百货线下门店，广州酒家、陶陶居、花园酒店、白天鹅宾馆仍是销售的 主力品牌。 "销售情况很好，超出预期。"今年，广百股份（002187）首次推出自有品牌"你我的友谊"月饼礼盒，也 选择了广州市场受众最广的经典口味——双黄白莲蓉和金腿五仁，"市场反馈口碑好，回头客不断。"广 百相关负责人这样说。 此外，低糖、低GI系列月饼因其健康属性，也越来越受到家庭消费者的欢迎，成为众多品牌推新的重 点。华润万家相关负责人表示，新式的榴莲冰皮也比较受年轻消费者喜爱。 从消费群体来看，呈现"两极分化"特征，广州酒家 ...

Group 1 - The consumption of mooncakes is diversifying, with flash purchases becoming the mainstream gifting method, particularly for traditional Cantonese and low-sugar mooncakes [1] - Meituan's flash purchase data shows that overall mooncake sales have doubled compared to last year's Mid-Autumn Festival, with brands like Maxim's mooncakes seeing a fourfold increase in sales [1] - Local specialty brands are driving mooncake consumption, with Guangdong, Jiangsu, Zhejiang, Sichuan, and Yunnan being the top five provinces for sales, all experiencing over 100% growth compared to last year [1] Group 2 - On the Dingdong Maicai platform, "dual-low" health mooncakes are gaining popularity, with low-GI and clean ingredient mooncakes being particularly favored [2] - The platform predicts a more than 30% year-on-year increase in mooncake sales during the holiday period [2] - In addition to mooncakes, the sales of hairy crabs are also surging, with expected sales growth of 4-5 times during the double holiday period, reaching the highest sales peak of the year [2]

Core Insights - The mooncake market is experiencing a health trend, with a focus on low-sugar and low-oil options, leading to a more than 40% increase in low-sugar mooncakes recently [1][3] - Traditional brands are innovating in design and flavor to attract younger consumers, integrating cultural elements and playful designs to differentiate themselves [4][5] - The market is seeing a rise in unique local flavors, with products like sour soup beef mooncakes and various regional specialties gaining popularity [2][3] Health Trends - Health-conscious mooncake products are increasingly favored, with 96.7% of surveyed consumers prioritizing health in their purchasing decisions [3] - New products include rice-based mooncakes and low-sugar options, with significant increases in sales for these healthier alternatives [3][6] Innovation and Differentiation - Traditional brands are enhancing their offerings by introducing new flavors and designs, such as the "moon cake" and "fortune rabbit cake" from Beijing Daoxiangcun [4][5] - Companies are encouraged to balance traditional elements with innovative approaches to avoid homogenization in the market [6][7] Market Growth and Consumer Behavior - The Chinese mooncake market is projected to grow from 271.3 billion yuan in 2023 to 332.8 billion yuan by 2025, driven by diverse consumer preferences [6] - The demand for mooncakes is increasing as consumers seek unique flavors and experiences, leading to a competitive landscape among various brands [7]

Core Insights - The mooncake market is experiencing a health trend, with a focus on low-sugar and low-oil options, as consumer preferences shift towards healthier choices [1][8] - Traditional brands are innovating in design and flavor to attract younger consumers, integrating cultural elements into their products [9][12] - The market is seeing a rise in local ingredient mooncakes, with unique flavors gaining popularity and contributing to sales growth [2][4] Health Trends - Low-sugar mooncakes have seen a significant increase, with a recent month-on-month growth exceeding 40% [1][8] - A survey indicated that 96.7% of respondents prioritize health when selecting mooncakes, reflecting a shift in consumer expectations [8] - Companies like Hema and Dingdong Maicai are launching products that align with health trends, such as low-GI and medicinal ingredient mooncakes [8][14] Innovation and Cultural Integration - Traditional brands are adding new flavors and designs to their offerings, such as Beijing Daoxiangcun's new "moon cakes" and "Fu Tu" cakes aimed at younger consumers [9][11] - Cultural elements are being incorporated into packaging and product design, enhancing the appeal of mooncake gift boxes [11][12] - The balance between tradition and innovation is crucial for brands to maintain relevance in a competitive market [13][15] Market Dynamics - The mooncake market in China is projected to grow from 271.3 billion yuan in 2023 to 332.8 billion yuan by 2025, driven by diverse consumer preferences [13][14] - Flavor variety is a key purchasing factor for 43.2% of consumers, indicating a demand for innovative products [13] - The competition is intensifying as various food companies and supermarkets seek to capture market share, necessitating differentiation strategies [14][15]

Core Insights - The mooncake market is experiencing a sales peak ahead of the National Day and Mid-Autumn Festival, with a blend of traditional and innovative products, as well as online and offline collaboration among brands [2][3] - Consumer preferences are shifting towards cost-effective and quality products, with mainstream mooncake prices ranging from 120 to 180 yuan due to macroeconomic uncertainties [2][4] - The market is seeing a rise in health-conscious options, with low-sugar and no-sugar mooncakes gaining popularity, reflecting a broader trend towards healthier eating [4][5][6] Market Trends - The mooncake market is characterized by a diverse range of offerings, including traditional flavors and innovative collaborations, with a focus on affordability and quality [3][4] - The trend of freshly baked mooncakes remains strong, with many brands adopting a "front store, back factory" model to ensure freshness [4] - The demand for low-sugar mooncakes has surged, with some products experiencing over 40% growth since their launch [5][6] Consumer Behavior - Consumers are increasingly seeking mooncakes that are not only visually appealing but also healthy, indicating a shift from traditional gifting to personal enjoyment [6][9] - The emotional value of products is becoming a key driver for sales, particularly among younger consumers who prioritize health and novelty [7][9] Competitive Landscape - The mooncake market is becoming saturated, prompting companies to explore new growth areas, such as the broader snack market, which is significantly larger than the mooncake segment [7] - Brands are innovating with health-focused ingredients and cross-industry collaborations to attract a diverse consumer base [7][8] - Companies that focus on technological innovation, product quality, and enhanced customer experience are likely to thrive in this competitive environment [9]