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2025零食赛道“魔幻现实”:一边控糖一边解压,品牌如何接招?
3 6 Ke· 2025-07-22 03:40
Core Insights - The 2025 snack market is driven by a dual demand for health and emotional relief, with consumers seeking both low-sugar options and indulgent treats [2][6][20] Group 1: Market Trends - The e-commerce sales of fresh cakes and low-temperature short-shelf-life products surged by 36% in 2024, while traditional baked goods saw an overall decline [2] - The traditional mooncake market experienced a 5% drop, but innovative products like black truffle mooncakes saw an 85% increase in popularity [8] - The snack industry is shifting from seasonal sales to everyday consumption, with non-festival months showing a 2% increase in market share for certain products [13] Group 2: Consumer Behavior - Young consumers are balancing health management with emotional value, seeking products that are both healthy and comforting [2][16] - The demand for snacks as "emotional switches" is evident, with health attributes contributing 30% and emotional value 40% to purchasing decisions [16] - Consumers are increasingly engaging with snacks on social media, turning them into social currency [13][19] Group 3: Brand Strategies - Brands are adopting innovative approaches, such as Suzhou Changfa Food's low-sugar black truffle mooncake and DIY yellow butter rice cake kits, which saw a 120% increase in online sales [11] - Mars Wrigley's "peelable soft candy" with social media themes achieved significant sales, indicating the importance of aligning products with consumer emotions [19] - Traditional brands are integrating modern technology, as seen with Daoxiangcun's 3D-printed pastries, which achieved a pre-sale volume of over 100,000 boxes [17] Group 4: Future Outlook - The ultimate competition in the snack industry will revolve around the ability to harmonize contradictory consumer demands for health and indulgence [20] - Brands must evolve from being mere product suppliers to becoming "emotional solution providers" to meet the complex needs of modern consumers [19]