Family steak out of the "slow cow market"

In recent years, with the improvement of domestic consumers' awareness of healthy consumption and quality consumption, beef with higher nutritional value has become the daily consumption of many families

Domestic steak ushered in a good opportunity for development

For a long time, the price of beef was not close to the people, and the price of a high-quality steak was enough to dissuade a considerable number of people

The emergence of quick-frozen steak has further lowered the threshold for beef cooking, and the new generation of fitness enthusiasts has become a main force in steak consumption

The neat and flat shape and long shelf life make frozen steak suitable for storage and storage.

Previously, the steak market was once dominated by imported beef

Statistics show that from January to November 2021, the growth rate of online domestic steak consumption will continue to rise, and the growth rate will increase by 7 times year-on-year; from the perspective of regional comparison, the growth rate of domestic steak is significantly higher than that of other core production areas, and it has gradually grown.

Through high-density advertising on major social platforms, Daxidi, which was established only a few years ago, has quickly accumulated a large number of consumers.

Maverick Casey, who moved to e-commerce at almost the same time, also had an outstanding record.

The dairy brand "Adopt a Cow" also announced the establishment of a cross-border steak market for the beef cattle division, and related products will be unveiled in June 2022 at the earliest

According to the analysis of "2022 Steak Consumption Trend Insights", in recent years, the transaction volume and transaction unit price of the online steak market have been generally stable

Raw cut steak becomes mainstream in the market

As an imported product, there are currently three types of steaks in the market: original cut steak, whole cut steak, and synthetic steak

"2022 Steak Consumption Trend Insights" pointed out that in 2017, the overall proportion of raw-cut steak on Tmall's entire platform was only single digits; in the past three years, the market share of online raw-cut steak has increased from 4.

At the same time, more and more whole-cut steak consumers are starting to buy raw-cut products.

The emergence of new consumption trends will inevitably bring about a structural upgrade of the steak consumption market

"2022 Steak Consumption Trend Insights" compares the domestic steak market's supply-side commodity keywords and demand-side consumer search terms and finds that on the supply side, the domestic steak market "must say the origin", and the origin label has become the most important factor in product supply.

In addition, with the upgrade of consumption, the enthusiasm for steak consumption among high-consumption groups has not diminished

However, the popularity and development of steak in the Chinese market is still in the early stage of the industry, and neither raw cuts nor whole cuts have formed normative industry standards
.
However, Chinese consumers have a relatively shallow understanding of steak, resulting in a mixed market for domestic steak, and the phenomenon of shoddy products emerging one after another
.

In this regard, the analysis of "2022 Steak Consumption Trend Insights" believes that, first, the pursuit of high quality and exquisite life by high-consumption groups will further promote the improvement of beef quality and the upgrading of market consumption.
Development of various types of beef products such as beef and beef rolls
.
Second, raw-cut steak has gradually replaced whole-cut steak as the mainstream of the market, and the rapid rise of chilled beef has driven the development of healthier consumption, helping to upgrade the market structure and enhance the value of UV single customers
.
Brands should grasp the core of quality upgrade from the change of consumers' purchasing habits, and further realize the overall market price upgrade
.
Third, starting from consumer demand itself, brands should develop steak products that highly match specific scenarios
.
Highlighting product differentiation and focusing on market segments with future prospects will further increase consumers' attention and satisfaction with products
.
For example, brands can seize the self-catering DIY trend that has reappeared due to the epidemic, and develop some seasoned steak products that are convenient to cook, easy to store, and rich in taste; the improvement of the taste of lazy steak will be the next growth point of this category
.

(Comprehensive arrangement by Han Songyan)

"China Food News" (May 20, 2022 02 edition)

　　(Editor-in-charge: Han Songyan)