Core Insights - The article discusses the transformation of mooncakes from traditional sweet treats to health-oriented products, driven by changing consumer preferences among both the Z generation and the elderly population [2][21]. Group 1: Market Trends - The mooncake market is evolving into a 5 billion yuan new segment, influenced by the health consciousness of consumers [2]. - The search volume for "medicinal food mooncakes" surged by 287% year-on-year, with consumers aged 25-35 making up over half of the searches [18]. - The sales of self-use mooncake gift boxes are projected to grow by 81% year-on-year in 2024, with products containing functional ingredients showing the highest repurchase rates [18]. Group 2: Consumer Behavior - The new consumer groups exhibit distinct characteristics, such as a focus on functional ingredients, diverse consumption scenarios, and a strong interest in cultural narratives [23]. - The elderly demographic prioritizes practical benefits, as seen in products like low-sugar buckwheat mooncakes that cater to their dietary needs [25]. Group 3: Supply Chain Innovations - Traditional brands are rapidly adapting to new demands, with companies like Tongrentang extending their pharmaceutical expertise into food products [25]. - Innovations include the use of microencapsulation technology to mask bitter flavors while retaining over 90% of active ingredients [25][34]. Group 4: Industry Dynamics - The mooncake sales landscape is shifting from seasonal sales to year-round availability, with a notable increase in breakfast and afternoon tea consumption scenarios [18][30]. - The integration of technology in production processes has improved the stability and taste of functional mooncakes, enhancing consumer acceptance [34]. Group 5: Cultural Significance - Mooncakes are increasingly viewed as cultural carriers, with products reflecting traditional craftsmanship and health philosophies [39][41]. - The narrative around mooncakes is evolving, emphasizing health and cultural identity, which resonates with modern consumers [41].