In the past six months, people’s food consumption attitude has changed!Tmall revealed to us ＂a new trend in the food industry＂
Author: RIRI
In the past six months, do you think your food consumption attitude has changed?
Do you even increase or even increase food expenses. Buy better and more expensive products?
Still repeatedly weighing quality and price, buy the most cost -effective products?
Or although you buy less, but you buy higher -end and the unit price is more expensive?
In fact, it is not just you.
In a recent survey of Tmall’s New Product Innovation Center (hereinafter referred to as: TMIC), these three types of consumption attitudes accounted for 56%, 42%, and 25%, respectively.TMIC insight pointed out that consumers are now more rational and picky, but they are still willing to pay for good things.
At the same time, its research shows,The more hygienic, simple and convenient small packaging is welcomed by consumersEssence46% of the respondents chose small packaging, while the respondents who chose to choose only 15%.In addition, 52% of the respondents hope to keep more fresh and hygienic packaging, and 43% want more convenient packaging.
TMIC Tmall New Product Innovation Center
Image source: TMIC
While the consumer attitude changes, their purchase channels are also changing.Taobao Tmall Food Industry Data shows that consumers purchase frequently on the platform by 16.65%,Consumer online purchase habits are accelerating. [ 1 ]
So, how segmented consumer demand?What dimensions can product innovation start?How can merchants communicate more accurate content?In this article, we will discuss further in combination with the recent report of the “Food Fresh Industry” released by Tmall.
Aiming at the potential consumer group, depending on content to drive purchase
From a social perspective, the current domestic marriage rate and birth rate have declined simultaneously, and the proportion of elderly population has increased year by year.In this regard, TMIC pointed out that with the intensification of aging and young childization, it will also give birth to more potential consumer groups.
The process of aging and declining childization has spawned more potential consumer groups
Image source: TMIC
At the same time, the industry level has begun to pay attention to and discuss the impact of changes in population structure on consumer groups.
Senior Vice President of Yizi International, Nick Graham, the global leader of the insight and analysis department, mentioned in the “Slot Status: Future Trends” released by Yizi,peopleThe changes in mouth structure have changed the image of global consumers and reshaped the global food and snack market structure. [ 2 ]
The “Global Food and Beverage Trend” report released by Yingmin Special proposed the trend of AGE Reframet.Yingmine believes,In the future, brands not only need to pay attention to the needs of millennials and generations, but also pay attention to the continuous changes in consumer groups over 40 years of age.Because in many markets around the world, consumers 40 and above have the largest share in food and beverage consumption.[3]
At the market level, the platform also feels the changes in the structure of the crowd.TMIC insight found that based on the past year (2023.3-2024.2), Taobao Tmall Food Industry & First Class Category Consumers purchase portraits.Pin card vouchers are welcomed by younger groups in high -level cities.
Taobao Tmall Food Industry First Category Category Buy Public Structure and Change Trends
Image source: TMIC
When the market changes, how can food brands be done to seize changes and attract potential consumer groups?Now to TMIC, content has become the most important driving force for food.
In recent years, short videos and live tracks have developed rapidly.As of June 2023, the number of short video users in China reached 1.026 billion.[4] There are also reports that in 2023, the scale of the Chinese live broadcast e -commerce market reached 4.9 trillion yuan, a year -on -year growth rate of 35.2%.[5]
In short videos and live broadcast content, food -related themes have also been welcomed by consumers.So in terms of buying, consumers are more willing to pay attention to what kind of content types, and understand food? TMIC data pointed out that 92% of consumers prefer graphic content, 75% of consumers like short video content, 36% of 36%Consumers learn about food from the live broadcast.[ 1 ]
TMIC revealed that Taobao Tmall is also one of the main ways for consumers to obtain information. At present, the total assets of Taobao Tmall have a total asset of 1 billion.In order to help food brands learn more about consumers, Tmall disclosed the four major food fresh trends, bringing new ideas for enterprises.
New tendency of food freshness has brought four major development ideas
With the increase in consumers’ higher -level segmentation health and personalized demands, what trends can brands start from, and make more dimensions of goods innovation? The report of the “Food Fresh Industry” report brings four major development ideas.
Trend I. Fresh Insurance
The TMIC research and development show that in the main decision factors of food consumption, the freshness and quality of the ingredients are TOP1, TOP2 is nutrition and formula, and TOP3 is the food flavor.[ 1 ]
In this regard, TMIC further pointed out that with the attention of consumers’ attention to fresh needs,The short -term category is continuously growing.at the same time,Low -temperature dairy products consumer online migration accelerates, and low -temperature dairy products on the Taobao Tmall platform have grown comprehensive growth, Focusing on the first and second -tier high consumer groups.
Taobao Tmall Low -temperature short -term insurance related food scale growth rate
Image source: TMIC
So how does food brands seize this fresh short protection trend and attract consumers?TMIC is based on Taobao Tmall’s low temperature short -guaranteed food scale growth rate.Clean nutrition, rich taste, taste drinkization, and periodic serviceSummarized.
First of all, clean nutrition is still the pursuit of consumers. Many low -temperature yogurts that are added with 0 and more clean ingredients are used by different people for nutritional intake.
Jane Ai Yogurt and Consumers communicate with the ingredients table clean
Image source: Weibo @Jane Ai Yogurt SIMPLOVE
Secondly, consumers always require the rich level of low -temperature dairy flavors, and evenSettle the sense of chewing and satiety instead of snacks.
For example, Lechun hopes to meet the needs of consumers “hungry, sweet, salty, and healthy”, and launch a “pure flip bowl”, which is a yogurt with sea salt chocolate chocolate, strawberry Baidan cookie andCoconut crisp.
Purely overturned bowl
Picture source: Weibo @’s partners
What is more concerned about is that today people not only pay attention to the rich taste of the product,I also hope to get the taste experience of cross -category, and low -temperature dairy products also have a trend of “drinking”.
In the current beverage track, cow milk tea has become a popular category.The new hope dairy industry, which has insight into this trend, has successively launched three low -temperature products: taro -mud milk, Beibei pumpkin cow milk, and 5 black cattle milk, which brings consumers with a “drinking” experience.
Taro mud thick milk, Beibei pumpkin milk milk, 5 black cow milk
Picture source: Weibo @帝 图片 图片 图片
In addition, dairy brands are also promoting cyclical purchase services, allowing consumers to develop their purchase habits and enhance consumer viscosity.Tmall report revealed that Yue Xianyan milk exchange monthly card owner play cycle delivery is more convenient, and the pre -sale increased by 300%year -on -year.[ 1 ]
Trend II, Multi -Nutrition
Today’s consumption is more and more concerned about food raw materials and their nutritional value.Innova market insights listed “Ingredients: Taking the Spotlight” as the top ten trend of global food and beverages in 2024.The survey showed that one -third of consumers responded positively to some key raw materials marked by merchants.[6]
TMIC also pointed out that current food nutritional attention has increased, and the more diverse health needs are prominent.Among them, resistance (48%), stomach nourishing (42%), and sleep aid (28%) are the most concerned health issues.
at the same time,Specific demands have high features.Senior middle -class white -haired people hope to supplement calcium and bone, and exquisite mothers pay more attention to beauty and beauty.
It is undeniable that nutrition formulas are directly related to the high heat reduction topic.However, although there are a large amount of fat -related foods in the market, it has not met the demands of consumers’ continuous upgrading.
TMIC has found that there are many negative public opinion related to fat -reducing food based on the trend & and social media content desktop studies.Some consumers believe that the taste of fat -reducing food is not easy to accept, and some people propose that eating fat -reducing foods cannot completely control appetite, and “996 workers” proposed that there is no time to toss the fat reduction meal.
Related public opinion research
Image source: TMIC
We can also see that as consumers’ nutritional knowledge increases,The method of fat loss of “urgent work” has been abandoned by people, and a healthier, convenient and daily fat loss method has become the mainstream.
TMIC said that there are many in high growth categoriesImprove metabolic and exercise performance, eliminate appetite, convenient and easy to eatThe products of the products have attracted the attention of the fat -reducing people.
For example, the blistering unicorn has launched 0 fat -free black coffee, which has a caffeine content of ≥ 200 mg/kg, which focuses on improving motion performance and basic metabolism.
Storm muscular unicorn launch 0 fat -free black coffee coffee
Image source: Storms Unicorn Tmall flagship store
The growth rate of food -related foods related to TMIC research shows that “classic nutrients” are still welcomed by consumers. In addition, many food categories have begun to increase “emerging nutrients” to further optimize nutritional intake.
Nutritional ingredients related to food scale growth rate
Image source: TMIC
The fruit is familiar with a lot of lemon tea and lime flavor to communicate with consumers with some “classic nutrients”.The brand said that its product focuses on 0 fat, contains 5.5g/ bottle dietary fiber, and ≥ 200 mg/ kg of tea polyphenol content.
Fruit is familiar with a lot of lemon tea
Picture source: Weibo @图片 微 ：
SO ACAI’s frozen -dried red fruit powder is promoted to contain four kinds of vegetable and vegetable raw materials: coniferous cherry, red pomegranate, beet root, and wolfberry, which brings richer types of nutrients, including vitamin C, anthocyanin, iron, magnesium and other nutrients.
Frozen dried red fruit powder
Picture source: so acai Tmall flagship store
Trend II
TMIC insight pointed out that the taste of fruits such as green mandarin / Xi Mei / Qingmei / Green Ti is rapid. At the same time, the integration and innovation of emerging flavors is an important growth driving force for drinks and snacks.
The report also mentioned,Core products such as beverages and drinking water have accelerated, and consumers are more purposeful to buy. [ 1 ]
TMIC believes that behind the growth of online water drinking consumption, on the one handConsumers’ anxiety of water quality increases, and water drinking consumption in the home has also increasedAnd lazy people choose to store bottled water for one step.
On the other hand, it isMany young people prefer “Drinking Water”, good flavor + low -burden beverages are welcomed by young consumersEssenceFor example, Wahaha launched a PH9.0 soda water drink with 0 cards and 0 fats, which have two options: rose and lemon flavor.
Wahahashu water water
Picture source: Wahaha Tmall flagship store
When the FBIF exchanged with industry experts, it was found that the food industry was gradually upgrading the classic flavor, bringing the segmentation of varieties and origin.
This change has also been affirmed by the market.TMIC revealed that in the Taobao Tmall platform,More vertical and more characteristic, the brand tracks focusing on the place of origin are welcomed by the market.
The report pointed out that Sichuan Chunjianbata, Dandong red -faced strawberry, etc., became a popular type of fresh area.At the same time, the trend of Taobao Tmall’s fresh products has begun to show high growth.[ 1 ]
One acre of sweet potato Shandong smoke and potato
Picture source: one acre of sweet potato Tmall flagship store
In the report of the “Global Food and Beverage Trends in 2024” report, Yingmud emphasized that with the simplification of technology to simplify diet plans, shopping and cooking, a new convenience era will come.[3]
TMIC pointed out,In order to make consumers taste delicious all over the placeThe demand supply side is working together to accelerate the development of prefabricated dishes.Data Display,Taobao Tmall prefabricated dishes increased at high speeds year-on-year, of which 2022-2023 rose 30%.
On the Taobao Tmall platform, there are still many offline old -fashioned brands and special brands.For example, brands such as Changsha and Friendship Lobster, Beijing Quanjude Roast Duck, Guangzhou and Garden Buddha Jumping Wall have reached more consumers through online channels.
Trends 4. Value proposition
Behind the “National Wind and National Tide” is the increasing cultural self -confidence of young people.Many new Chinese foods have also appeared in the food industry to promote Chinese -style trend, which is welcomed by the public.
TMIC survey data shows that Taobao Tmall’s new Chinese category is continuously growing.Food brands have collided with the integration of Chinese categories and new processes, cross -product, and new drinking methods to collide with new Chinese sparks.
For example, Zhan Ji brought “new crafts” for the “old category” of peach crisp cakes, creating a “short guarantee” peach crisp.
Zhan Ji Tao Cui
Picture source: Weibo @图片 图片 1955
Chali brings “new drinking method” to “old category”, and launching small dried dried tea cubes.The brand said that this product uses 7 -flavored traditional ingredients to restore Chinese classics while cooking without cooking. The frozen and dry process can be brewed and freezes for 60 seconds.
Little hanging pear soup frozen dry tea block
Picture source: Chali Tmall flagship store
The Yizi report also pointed out that as the social environment is becoming more and more unstable, uncertain and complicated, the nostalgic emotions of the younger generation are becoming more and more common.Traditional food and snack brands and classic formulas have also returned successfully. They often re -launched in a modern way, evoking people’s nostalgic emotions, and retaining the taste of modern innovation. [ 2 ]
In recent years, the new tea brand seems to be in a joint competition, and the crazy inner roll has launched a joint series, creating a lot of popular products.
Behind the hot co -branded is the preference for consumers.A consumer survey of TMIC showed that 75% of the 1,000 respondents were interested in joint products.At the same time, TMIC’s survey also pointed out that different people pay attention to different types of food -branded types, and young people are looking forward to more joint -name forms to bring surprises.
Consumers are most interested in food products joint -name types
Image source: TMIC
In TMIC’s view, finding a joint name to move consumers is to impress consumers.
For example, Wujiang mustard and Bilibili created a joint mustard, which broke the dimension to complete the cooperation between real mustard and “electronic mustard”.
Wujiang mustard and Bilibili create joint mustard
Picture source: Wujiang mustard
Dove and Moutai have created a wine -hearted chocolate through cross -product integration and obtained a lot of discussions on social platforms.
TMIC also pointed out,Tasting trials have become the habit of buying consumersEssenceThe data shows that Taobao Tmall Coffee/ Oat Model/ Drinking Drinking Destination Products has a growth rate of 79%, and the scale of wine tasting products will grow 65%;The growth rate of product scale is 90%.
also,Gift gifts have also become the core scene, consumers are willing to pay for their premiumEssenceTMIC data shows that the pick -up coupons have grown steadily and the e -vouchers outbreak.Emerging white -collar workers (22%), Gen Z (19%), and white -collar mothers (11%) believe that it is more convenient to give gifts.
Conclusion
In the past six months, people’s food consumption attitude is quietly changing, which has also promoted the development and change of the food industry.Whether in the potential consumer group, the innovation dimension of goods, or the method of communication of product content, food brands have new challenges.
Through Tmall Food Fresh Industry, through the release of four directions in the four directions of fresh short protection, diversified nutrition, rich taste, and value proposition, we see consumer purchase preferences, and we also see that food brands are trying more possibilities.It is expected that more and more food brands can also explore new ideas that are suitable for you.
Reference source:
[1] “New Food Fresh Industry” report, Tmall TMIC
[2] “Status of Snacks: Future Trends”, Yizi International
[3] “Global Food and Beverage Trends in 2024”, Yingminte
[4] The 52nd “Statistical Report of the Development of China Internet”, China Internet Information Center
[5] “Research Report on China Live E -commerce Industry in 2023”, Iri Consultation
[6] “Innova released the top ten trends of global food and beverages in 2024, which important factors are affecting consumer decision -making?”, November 17, 2023, FBIF Food and Beverage Innovation
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