China's fresh food market will continue to expand

As a rigid demand for people's livelihood consumption, fresh food has a trillion-level market volume

Nielsen IQ recently released the "2021-2022 China Fresh Food Shopper Trend Research" report, which combines the latest development trends of fresh food channels, covering online and offline consumption scenarios of fresh food shopping, and has a survey of more than 5,000 consumers in 39 major cities across the country.

Fresh food e-commerce platform improves user stickiness is the key

Driven by the epidemic, fresh food e-commerce has achieved vigorous development by meeting the needs of shoppers for fast delivery, cost-effective, and fresh food

The study found that the penetration rate of instant delivery (delivery one hour after placing an order) platform decreased from 31% in 2020 to 23% in 2021; shopping groups over 50 years old saw the biggest decline, due to fresh food e-commerce platforms after 2020 In the community and vegetable market, measures such as ground push, pull-in, and subsidies for older users have gradually decreased, resulting in a decrease in the stickiness of this group

Users of instant delivery platforms use an average of 2.

The importance of "fast delivery" to online platforms has increased significantly, second only to "rich product variety", indicating that shoppers place great importance on delivery speed and efficiency

Frozen Fresh - "Frozen" can not meet the shopper's demand for quality

Chinese shoppers are the people who pay the most attention to "freshness", especially the freshness of seafood and aquatic products

Research shows that among the frozen fresh products, frozen shrimp, frozen chicken, and frozen beef are the three most popular categories, especially in first-tier cities, where shoppers' demand for each frozen fresh product is higher than that in second- and third-tier cities

Packaging fresh food - convenient and safe, packaging makes fresh food "revive"

Research shows that fruits, meat and poultry, and vegetables are the most popular fresh packaged categories, especially among those with higher incomes

Packaged vegetables also meet the needs of safety and hygiene, moderate portion size, and convenient purchase and go

In the future, with the vigorous development of the consumer market, the scale of China's fresh food market will continue to expand

　　(Source: Nielsen IQ)

"China Food News" (02 edition on March 28, 2022)

　　(Editor-in-charge: Gao Jiaodi)