以下文章来源于惊蛰研究所 ，作者惊蛰研究所消费组 惊蛰研究所 . 探索发现新经济。 皮薄馅大，包火的？ 文 ｜ 白露 来源｜ 惊蛰研究所（ID：jingzheyanjiusuo） 封面来源 ｜ pexels 当奶茶店的芋泥还在小料台上和黑糖珍珠争宠，血糯米还在搅拌杯里打转，面包店已经悄悄接过了"加料接力棒"，在保温箱里已上演一场"小料嘉年 华"…… 如今走进烘焙店，消费者恐怕很难再找到单纯的麦香面包，取而代之的是爆浆芋泥麻薯包、血糯米乳酪吐司、珍珠奶茶软欧包。面包正在以肉眼可见的速 度"奶茶化"，从早餐桌上的饱腹主食，变成下午茶里的颜值与口感担当，并且在社交媒体上吸引其他网友争相奔赴线下打卡。 惊蛰研究所查阅相关资料时发现，芋泥作为传统食材，在20世纪90年代以前常被用来做成小吃或中餐甜品。进入2000年，"珍珠奶茶"的发源地——中国台 湾地区开始将冷冻芋泥块加入鲜奶茶，让"芋香奶茶"风靡。同一时期，也有台式面包房尝试制作"芋泥奶酥包""芋泥菠萝包"等产品，不过产品种类和口味 较为单一。 2015年以后，喜茶、奈雪、乐乐茶等新茶饮品牌迅速崛起，将芋泥又带回到奶茶爱好者们的视野，例如奈雪的茶推出的芋泥宝藏茶就成 ...

Core Insights - The trend of "milk tea-ification" in the baking industry reflects a shift towards incorporating popular milk tea ingredients like taro and glutinous rice into baked goods, appealing to younger consumers [2][3][5] - This trend is not merely a superficial addition of ingredients but represents a deeper strategy to attract young consumers by merging the successful elements of milk tea with traditional baked products [2][12] Industry Trends - The baking industry is experiencing a significant transformation, with products now featuring a variety of ingredients that were previously exclusive to milk tea, such as taro and glutinous rice, becoming central to baked goods [3][5][7] - The introduction of diverse fillings in baked products, such as cheese, cream, and various sweet and savory ingredients, is becoming a key selling point, with consumers increasingly favoring items that are rich in fillings [8][11] Consumer Behavior - Despite a general trend of consumption downgrade, consumers are willing to spend more on innovative and high-quality baked goods, indicating a shift in spending habits towards frequent, enjoyable food experiences [20][22] - The rise in prices for popular baked items, such as bagels and ciabatta, reflects a willingness among consumers to pay for perceived value and quality, with average prices increasing significantly [20][24] Product Innovation - The concept of "doing addition" in product development is prevalent, where traditional baked goods are enhanced with unexpected ingredients, creating new flavor profiles and experiences for consumers [12][14][17] - Localized adaptations of products, such as ciabatta incorporating regional flavors, demonstrate the industry's responsiveness to consumer preferences and the desire for unique culinary experiences [14][17] Market Dynamics - The baking sector is witnessing a rise in average customer spending, driven by a growing demand for quality and health-conscious products, with an annual growth rate of 8% to 10% in customer spending on baked goods [24][26] - The phenomenon of "milk tea-ification" is reshaping consumer perceptions of baked goods, leading to a broader acceptance of innovative and cross-category products in the food market [19][26]

本文由红餐网(ID：hongcan18)原创首发，作者：周飞飞；编辑：方圆。 工作日 上午 ， 天津鲁能城负一楼 ，石头先生的烤炉门店外 ， 消费者排起长队， 等待 准时出炉 的 " 南瓜狮子头 " ，暖黄灯光下的 高颜值 新鲜面包，吸引着往来人群驻足。 "离开济南最想带走的面包——石头先生" " 周日上午 10:40 ， 目测来了三四百人 。 " "天津排队 3 小时吃的面包店！" …… 在烘焙行业 " 各领风骚一两年 " 已经成为 常态 的背景下 ，石头先生的烤炉是少有的 持续稳定 增 长的品牌。 过去两年 ， 石头先生的烤炉走出山东，相继落地北京 、上海、石家庄、西安、天津等 城市， 实现 区域扩张 的同时 ， 也进一步验证了 单店模型 的可 复制 性 。 近期 ， 借由品牌 11 周年 庆活动 的契机 ， 石头先生的烤炉 提出 " 扎根齐鲁十余载，面包香启 九州大地 " ， 宣告全新起航、迈向全国 。 01. 开出 75 家门店， 进军一线 与 下沉 并行 创立 11 年，石头先生的烤炉拓店速度并不算快。 2014 年， 石头先生的烤炉 从济南一家 主理人 烘焙店起步 。 以 " 取山地之材，做中国面 ...