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    Home > Food News > Food Articles > Children's snacks have become a new growth point in the snack food industry

    Children's snacks have become a new growth point in the snack food industry

    • Last Update: 2022-11-04
    • Source: Internet
    • Author: User
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    In recent years, children's zero food standards have been further subdivided, and children's candy, chocolate and other snacks have a new threshold
    .
    Industry insiders said that the health of children and adolescents is an important part of the "Healthy China" strategy, and it is the general trend
    to further deepen the integration of production, education and research and promote the transformation and upgrading of the children's snack industry.
    "Children's snack market survey white paper" shows that the current scale of China's children's snack market is about one-tenth of the size of the leisure snack market, from 2019 to 2023, the children's snack market will grow steadily at a compound annual growth rate of 10%-15%, and the market is expected to exceed 600 billion yuan, which is a new growth point
    for the leisure food market.

    Market consumption continues to rise

    Melisin, crispy noodles, bubble rolls.
    .
    .
    In childhood, these high-sugar and high-calorie snacks, many post-80s and post-90s are not strangers
    .
    However, with the continuous change of national health awareness and consumption concepts, when the post-80s and post-90s become parents, their preference for children's snacks has also changed from "delicious on the line" to "healthy nutrition", and they are willing to pay more premium for the latter
    .
    New children's snacks labeled with low sugar, low sodium, low fat, no additives, rich in high-quality protein, trace elements, etc.
    , have soared in value, and the market has been booming
    .

    In recent years, children's snacks, as a new track in the snack field, have attracted many snack giants to compete for layout
    .

    In 2020, Good Shop and Three Squirrels respectively launched the children's food sub-brands "Good Food Fairy" and "Fawn Blue Blue"
    .
    In the same year, Hundred Herb Flavor and Lai Yifen also launched children's food "Tong An An Children's Friends" and "Yizai Children's Snack Series" products
    .
    After more than two years of development, these layouts have achieved certain results
    .

    According to the 2021 financial report of Good Shop, the company achieved operating income of 9.
    324 billion yuan, a year-on-year increase of 18.
    11%.

    During the reporting period, the omni-channel terminal sales of the children's snack brand "Good Snack Fairy" were 417 million yuan, a year-on-year increase of 41.
    17%; The terminal sales of healthy nutrition lollipops (sugar) series reached 128 million yuan, accounting for more than 30%.

    The relevant person in charge of the good shop said that the company carried out R&D and innovation according to the special needs of the children's snack market segment, and in the first half of 2022, the company launched a total of 29 new products, and the product matrix continued to be rich
    .

    Three squirrels also continue to exert their efforts
    on the children's snack track.
    Three Squirrels' 2021 financial report shows that Fawn Blue has omni-channel sales of more than 550 million yuan in 2021, and achieved an average monthly sales of more than 50 million yuan
    in the second half of last year.
    According to the 2022 half-year report, Fawn Blue Blue revenue reached 261 million yuan
    .
    The relevant person in charge of the three squirrels said that the strategy in the second half of this year is mainly to maintain stability, and the future will be biased towards higher quality development
    .

    Lai Yifen also has a new action
    on children's snacks.
    According to its 2022 half-year report, Laifen has incubated more than 30 children's snacks for mothers and children's consumers, and set up special areas
    in offline stores.

    Industry insiders said that in recent years, the children's snack market has continued to rise in terms of consumption, number of consumers and number of brands, achieving two-way growth
    on the consumer side and the supply side.

    Cutting-edge brands are gaining momentum

    The children's snack industry is in a period of development, not only three squirrels, good shop, hundred herbs, laiyifen and other snack giants to seize the precedent, at the same time, the capital market has also taken action, a series of cutting-edge children's snack brands have entered the market
    .
    The top snack companies have achieved remarkable results, and the performance of emerging brands is also remarkable
    .

    During the 618 period of 2022, the omni-channel sales of infant food supplement Akita Manman exceeded 100 million yuan, a year-on-year increase of 210%.

    Capital is also paying attention to this blue ocean
    .
    According to the data of maternal and infant industry observation, from the investment and financing situation in the first half of 2022, there were 19 financing events
    for baby and child products.
    Among the various segments, baby food has the largest
    number of financings with 9 cases.
    From January to March 2022, children's healthy fresh food "Only Fresh Good Product", children's snack "Mommy", and children's healthy meal "YUMMYKIDS" have successively obtained tens of millions of angel round financing; In June 2022, ambient cheese food producer Youxian Workshop received an angel round of financing
    .

    From the product side, the cutting-edge children's snack brand breaks the stereotype
    of traditional children's snacks with less nutrition.
    For example, the brand Vegetable Gele has a variety of dried vegetable products, using a variety of fresh vegetables to be blanched into dry, from raw materials to shapes, they are full of health and can also make up for the lack of various elements
    that children do not like to eat vegetables.

    Cutting-edge products also expand the use of
    children's snacks.
    Traditional children's snacks are only used as food for recreation after meals, which is a snack attribute
    .
    Cutting-edge children's snacks have expanded the scene to breakfast and dinner
    .
    For example, children's cereal, butter finger cakes, breakfast cereals, etc.
    under the brand Little Yellow Elephant can appear on the children's table as a meal, with snack + meal attributes
    .

    In addition to nutrition and consumption scenarios, cutting-edge children's snack products also fully consider the life status of this generation of parents - busy
    .
    Based on this, most of the products are designed to be convenient and fast, without strong operability, ready to eat out of the bag, and can quickly appear on the
    children's table.

    From the perspective of the industry market, the release of the three-child policy and the improvement of follow-up birth supporting measures and financial subsidies will have a positive impact on the basic market for children, and the current layout is conducive to future industry competition
    .

    Lin Yue, an analyst in the catering industry, said that children's snacks are actually a side branch extended from leisure food, and it is a subdivision track cut according to consumer groups
    .
    "On the whole, the development prospects of children's snacks are very good, and in addition to subdividing different age groups, products have greater room
    for development in nutritional supplements and health.
    "

    Multi-terminal efforts to promote the development of the industry

    As the children's snack industry heats up, hidden worries and problems are gradually emerging
    .
    Some businesses are waving the banner of children's snacks, but the quality of their products is uneven, and even substandard situations
    occur.

    Industry insiders pointed out that market demand and products have been completed, but there is still an important hurdle that has not been opened
    .
    In fact, this generation of parents prefer traditional brands to choose children's snacks, and Lay's potato chips, Fujijia lollipop, Wangzai milk, and Mimi shrimp sticks are still their daily first choice
    .
    They trust the quality of these brands more
    , which is the trust that traditional brands have accumulated over time.
    Before opening the market, cutting-edge brands also need to make solid products, children's snacks are more difficult to get out of the circle than Internet celebrity snacks, and rely more on word of mouth between consumers, rather than blindly going to the Internet to publicize
    .

    According to the "2022 Children's Food Industry Research Report" released by the Machimang Research Institute, the evaluation of children's snacks includes more than 400 products such as dissolved beans, children's steamed buns, children's shrimp chips, teething sticks, and seaweed filled crisps, and 83% of children's snack products have only "cartoon image" without "applicable age", and 93.
    4%
    of children's snacks have the same implementation standards as ordinary foods.
    At the same time, 16 children's shrimp chips on the market were evaluated, and their implementation standards and product instructions were sorted out, and it was found that 37.
    5% of the products implemented the enterprise standards, and only 6.
    3%
    implemented the general requirements for children's snacks.

    Industry insiders said that compared with other consumer goods field, China's children's snack industry is still in an early stage, in a considerable period of time there are no clear applicable standards for products, there are safety hazards in the production process, pre-packaged use is not standardized, children's snacks are not low dosage and other problems
    .
    At present, there are not many high-quality supply chains with standards in China, and the vast majority of children's snack brands still adopt the OEM model
    .
    Especially for many brands that "cross-border" layout to the children's snack track, many times will follow the original foundry production line, to a certain extent, increasing the food safety hazards
    .

    In fact, as early as June 2020, China issued and implemented the "General Requirements for Children's Snacks" group standard, which is the first children's snack standard in China, and for the first time defined the concept of children's snacks, put forward nutritional and health requirements for children's snacks, and put forward requirements
    for the safety of children's snacks.
    After two years, this standard has been revised and upgraded
    again.
    In May this year, the 2022 version of the "General Requirements for Children's Snacks", "General Rules for "Food Education and Jiajia" Certification", "General Requirements for Children's Candy and Chocolate" and other industry standards were released, and the children's zero food standards were further subdivided, but this standard is not mandatory
    .

    China food industry analyst Zhu Danpeng believes that as a food industry segment, at present, the snack industry wants to highlight the concept of children's snacks, but consumers have not fully recognized
    this concept.
    "This is related to the fact that brands mostly adopt the OEM model, but more importantly, it is because of the lack
    of industry national standards.
    " After the introduction of the national standard, the children's snack industry will have mandatory requirements and thresholds, and will better protect consumers, which is the key to the development of
    the industry.
    Zhu Danpeng said
    .

    In essence, children's snacks should not only provide healthy and nutritious products for children, but also meet the core demands
    of parents.
    Shang Jing, the person in charge of children's snacks in Liangpin Shop, said that the requirements of children's snacks for product nutrition, quality and function are different from those of ordinary snacks, which poses a great challenge
    to the product planning ability of manufacturers.
    Enterprises need to identify customer groups, select products, judge the market, and come up with effective solutions
    .
    The three squirrels also believe that the current children's snack track has entered a stage of stable development after rapid development in the early stage, and it is also a process of
    big waves and sand.

    The industry's focus on children's snacks is as follows: the first is the integrity of the industrial chain, the second is the guarantee of food safety, the third is the stability of quality, the fourth is the tonality of the brand, the fifth is the improvement of the service system, the sixth is the continuous stability of customer stickiness, and the seventh is the continuous innovation
    of the entire scene.
    "As far as the future development of the children's snack industry is concerned, in addition to meeting the needs of the above-mentioned consumer side, it is also necessary for the policy side, the capital side, the industry side and the channel side to work together
    .
    " Zhu Danpeng said
    .

    (Zhu Meiqiao comprehensive arrangement)

     

    China Food News (November 01, 2022 Version 07)

    (Editor: Zhu Meiqiao)

     

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