Market Overview - The mooncake market in China is experiencing a downturn despite expectations for a "big year" due to the overlap of the Mid-Autumn Festival and National Day. The sales scale reached 27.13 billion yuan in 2023, but market feedback has been notably lukewarm, leading to increased pressure on manufacturers and distributors as competition intensifies and price wars escalate [5]. Changing Consumer Behavior - Young consumers are shifting their attitudes towards mooncakes, prioritizing cost-effectiveness and health over high-priced premium options. Many are comparing prices and purchasing during sales to avoid overpaying. Additionally, there is a growing trend of homemade mooncakes, which allows families to control ingredients and reduce additives, gaining popularity among health-conscious consumers [6]. Health and Flavor Preferences - According to JD.com's "2025 Mooncake Trend Insight Report," 73% of consumers are now focusing on the health aspects of mooncake ingredients, with low-sugar and additive-free products becoming increasingly popular. Traditional flavors are being replaced by local specialties, such as Inner Mongolia's milk skin mooncakes and egg skin mooncakes, reflecting a return to the emotional core of family reunions and injecting new vitality into the market [7]. Innovation and Challenges - In a highly competitive market, mooncake manufacturers are seeking innovation. Established brands like Guangzhou Restaurant and Maxim's still hold significant market shares, while new brands are emerging with unique packaging and innovative flavors to attract younger consumers. Collaborations with pop culture, such as the partnership between Daoxiangcun and the two-dimensional culture, are also being explored to resonate with the emotional and psychological needs of young buyers [8]. Future Directions - Experts predict that the mooncake market will evolve in two main areas: embracing new retail channels to transform mooncakes from seasonal items to everyday products, and localizing innovations to introduce differentiated products that meet consumer demands for novelty, which could also lay the groundwork for future international expansion [9].

Core Viewpoint - The popularity of medicinal mooncakes, which emphasize the concept of "food as medicine," reflects a growing health consciousness among consumers and a pursuit of quality living [1][2]. Group 1: Medicinal Mooncakes - Medicinal mooncakes, such as Huangqi Wuren and Fuling Chenpi Dou Sha mooncakes, are gaining popularity as a new highlight in holiday consumption [1]. - Various traditional Chinese medicine hospitals are launching unique medicinal mooncakes, integrating health benefits with taste, such as the "Five Elements Mooncake" from Zhejiang Provincial Hospital of Traditional Chinese Medicine [1]. - These mooncakes are made with low oil and low sugar processes, maintaining traditional flavors while introducing health-conscious innovations [1]. Group 2: Health Benefits and Consumer Awareness - Ingredients used in medicinal mooncakes, like Fuling and lotus seeds, are common in dietary therapy and can have certain health benefits when consumed in moderation [1]. - Despite their health-oriented branding, medicinal mooncakes are still considered food and should not replace medical treatment; excessive consumption should be avoided [1]. - The sustainability of the medicinal mooncake market depends on the authenticity of the products and the establishment of a regulated market [1].

Core Insights - The popularity of medicinal mooncakes reflects the increasing health consciousness among consumers and their pursuit of a quality lifestyle [2] - The concept of "food as medicine" is gaining traction, with various hospitals introducing unique medicinal mooncake offerings that combine traditional flavors with health benefits [1][2] Group 1: Medicinal Mooncake Market - Medicinal mooncakes, such as those featuring ingredients like astragalus and poria, are becoming a new highlight in festival consumption, emphasizing the "food as medicine" philosophy [1] - Hospitals in various regions are launching specialized medicinal mooncakes, with Zhejiang Provincial Hospital introducing a "Five Elements Mooncake" based on traditional Chinese medicine principles [1] - The mooncakes are crafted using low-oil and low-sugar methods, merging traditional recipes with modern health trends [1] Group 2: Consumer Health Trends - The rise of medicinal mooncakes signifies a shift in consumer health perspectives, showcasing a deeper integration of traditional wisdom into modern lifestyles [2] - There is an expectation for the market to develop in a regulated manner, ensuring that consumers can enjoy the flavors of the Mid-Autumn Festival while receiving genuine health benefits [2] - The emphasis on moderation in consumption is crucial, as medicinal mooncakes are still considered food and should not replace medical treatments [1]