今年夏天的雪糕市场，平价经典款仍是消费者"心头好"。3-5元雪糕持续占据近半壁江山，12元以上高价产品份额则连年萎缩。中国冰淇淋市场正经历"掐头 去尾"的理性回归。 近日，第一财经记者通过走访了解到，今年雪糕、冰淇淋市场仍以平价产品为主，单价多在1元至6元之间。尽管部分网红雪糕如"俄式大脆筒"凭借社交媒体 热度吸引顾客们尝鲜，但高价产品（10元以上）的销量普遍不佳。 一家批发部老板表示："卖得最好的还是老冰棍、小布丁这些便宜款，一天能走几十箱。" 一家连锁超市负责人则透露："贵的雪糕偶尔有人买，但复购率低，很多顾客觉得不值。" 整体看来，消费者对价格的敏感度似乎比前几年更高。上述连锁超市负责人表示，高价雪糕的目标群体还是有限，整体市场仍由平价知名雪糕主导。 快销品线下零售监测机构马上赢数据显示，在全国传统线下零售渠道，以2023年5-6月的冰淇淋/雪糕的销售额/销量为指数100，2024、2025同期的销售额为 89.97和86.5，销量指数为94.98和94.13。也就是说，冰淇淋/雪糕的线下销售额略有萎缩，但销量基本持平。 而从各价格带冰淇淋/雪糕的销售额占比来看，2023年-2025年的5-6月，3-5 ...

Core Viewpoint - The ice cream and popsicle market is experiencing a significant shift, with traditional products losing appeal in favor of healthier and more affordable options, leading to a decline in sales and a re-evaluation of consumer preferences [4][13][30]. Group 1: Market Trends - The popularity of traditional ice creams and popsicles is waning, with consumers increasingly opting for low-cost options like 0.5 yuan popsicles, which have become bestsellers [4][10]. - The market is entering a "quality-price ratio" era, with new products generally priced below 5 yuan, contrasting with previous years when new products were priced between 5 to 8 yuan [13][27]. - The ice cream market in China is showing signs of slowdown, with major brands like Mengniu and Yili reporting significant revenue declines in their ice cream segments [27]. Group 2: Consumer Behavior - Consumers are becoming more health-conscious, leading to a preference for low-sugar and low-calorie ice cream options, with many seeking products with reduced sugar content [12][17]. - The perception of ice cream as a nostalgic treat is changing, with younger consumers prioritizing health and affordability over indulgence [15][22]. - The demand for ice cream decreases as temperatures rise, as consumers prefer beverages like water and soft drinks for hydration [17][19]. Group 3: Competitive Landscape - The emergence of Gelato as a popular alternative is noted, with brands like "Mr. Wildman" experiencing rapid growth, indicating a shift towards premium, artisanal ice cream options [32][34]. - Traditional ice cream brands are struggling to maintain their market share, with some resorting to collaborations and sponsorships to attract consumers [29][30]. - The competitive pricing strategy is becoming essential, with many retailers focusing on sourcing cheaper products to remain viable in a price-sensitive market [26][42].

Core Viewpoint - The ice cream and popsicle market in China is experiencing a significant shift, with traditional products losing popularity in favor of healthier and more affordable options, leading to a decline in sales for established brands [1][20][31]. Group 1: Market Trends - The sales of traditional ice creams and popsicles are stagnating, with low-cost options like 0.5 yuan popsicles becoming bestsellers, while higher-priced items struggle to attract consumers [2][6][20]. - The market is entering a "quality-price ratio" era, with new products generally priced below 5 yuan, focusing on affordability [8][19]. - The demand for healthier options is rising, with consumers increasingly seeking low-sugar or zero-sugar ice creams [7][8]. Group 2: Consumer Behavior - Consumers are shifting their preferences towards beverages for cooling off, with ice creams and popsicles no longer being the primary choice for refreshment [12][19]. - The perception of ice cream has changed, with younger consumers looking for unique flavors and experiences, while older consumers associate ice cream with low prices [11][12]. - The trend of purchasing ice cream through online platforms is increasing, with significant discounts available, making traditional retail less competitive [17][19]. Group 3: Industry Challenges - Major brands like Mengniu and Yili are facing declining revenues in their ice cream segments, with Mengniu's ice cream revenue down 14.1% and Yili's down 18.4% [20]. - The operational costs for ice cream retailers are rising, with many struggling to maintain profitability due to low margins on cheaper products [6][20]. - The market is seeing a rise in Gelato, a premium product with a focus on quality and health, which is gaining traction despite its higher price point [23][24][30]. Group 4: Competitive Landscape - The competition among ice cream brands is intensifying, with companies exploring collaborations and unique marketing strategies to attract consumers [21][23]. - New entrants in the Gelato market are expanding rapidly, with brands like "Wild Man" opening numerous stores and capitalizing on the trend for premium ice cream [24][30]. - The traditional ice cream market is witnessing a decline in consumer interest, prompting retailers to adapt by offering more competitive pricing and exploring online sales channels [19][30].