Core Insights - The mooncake market is experiencing a transformation, with traditional flavors still dominating consumer preferences despite the rise of innovative flavors and DIY trends [3][14][38] Market Trends - Over 75% of consumers still prefer traditional mooncake flavors, indicating a strong attachment to classic tastes [3][14] - Sales of mooncakes have decreased by over 45% year-on-year before the Mid-Autumn Festival, with the mainstream price range shrinking to 120-180 yuan [3][18][24] - The proportion of innovative mooncake varieties has reached 35.7%, becoming a key driver of market growth [6] Consumer Behavior - Young consumers are engaging in DIY mooncake trends, creating unique flavors and shapes, but traditional flavors remain the primary choice when purchasing [2][9][13] - The perception of mooncakes is shifting from a seasonal gift to a regular snack, with more than half of consumers viewing them as everyday food [18][36] Industry Challenges - The market is moving away from high-priced mooncake gift boxes, with the share of mooncakes priced above 500 yuan dropping from 7.2% in 2023 to 1.8% [22] - Companies are facing pressure to innovate while maintaining profitability, as the market transitions from high margins to a focus on cost-effectiveness [19][21][29] Regulatory Environment - Government regulations have been implemented to curb the phenomenon of "sky-high mooncakes," promoting a return to more reasonable pricing and packaging standards [26][27] Gift Market Dynamics - The gifting landscape is diversifying, with alternatives such as fruits, fresh produce, and health supplements gaining popularity alongside traditional mooncakes [30][31][33]