Targeting the female consumer market, how else can jelly change?

In recent years, jelly, as one of the important categories of snack food, has gradually entered the period of "structural reorganization" with the transformation of mainstream consumer groups and the continuous change of market demand, and the rapid rise of subdivided, high-end and innovative jelly products has opened up a blue ocean market
with huge potential.
Among them, the rapid rise of female consumer groups has brought new development opportunities
to the jelly industry.

Previously, there was a tea brand CHALI Tea, targeting the female group market, and launched a collagen peptide tea jelly with phosphatidylserine added to absorb jelly, allowing people to experience delicious while also meeting the specific needs
of beauty.
In addition, brands such as Qinqin, Meijelly, Qiao Mama, and Xizhilang have begun to lay out the jelly market of female groups, so what are the performance of jelly in the female consumer market?

Transition segment consumer groups

Open more consumption scenarios

In the continuous development of the market, jelly has developed from a small snack for children to one of
the snack food categories covering consumers of all ages.
By improving the taste and texture of jelly, each brand continuously produces more stickiness between the product and the consumer group, thereby broadening the consumer group and consumption boundary
of the jelly product.

A recent survey report on online snack consumption released by CBNData shows that women are supporting the "majority of the sky" of online food shopping with nearly 65%, occupying the absolute main force, especially snack food, which also proves that women's emotions
for snacks are difficult to give up.
Industry analysts believe that with the change of this general trend, the "big market" of snack food will benefit, and the core contribution to growth is still the female population
.
At the same time, while the jelly market is expanding rapidly, the main consumer group of jelly has also transitioned from children to young people, especially young white-collar women, who have become the core group
of jelly consumption.

With the continuous development of the jelly industry, more consumption scenarios have been opened, such as beauty salons, movie theaters, coffee shops, afternoon tea and other scenes
dominated by female consumers.
Jelly, as an "auxiliary" snack, is loved by more people
.

Layout of the female consumer market

Low calorie and no burden are keywords

With the changes in consumer groups and the iterative upgrading of products, jelly companies have laid out the female consumer market
.

For example, Qinqin released a functional jelly on the online platform - "Light Beauty Power" can absorb jelly
.
The "Light Beauty" series is customized and developed for the needs of young white-collar women, which contains ingredients such as green plum enzyme, honey, lemon, collagen, etc.
, and the monthly sales of the flagship store have exceeded 1,000 times
.
In addition, Qinqin also launched a low-calorie, small package of "Yun Nengke Absorbing Frozen", the product added vitamins and mineral components needed by the human body, targeting young people as the main audience, focusing on meal replacement functions
such as energy supplementation.
Mengniu's brand "Condensation" also launched small red stripe juice jelly, using Haematococcus pluvialis with elastin peptide, adding 0.
27 g of Haematococcus pluvialis, 50 mg of bonito elastin peptide, cranberry juice and pomegranate juice per 100 grams of the original juice content is not less than 25%.

Nutritional supplement brand Super Patch has launched yeast extract Vc Jelly and Hyaluronic Acid Collagen Peptide Jelly
to meet consumers' whitening needs.
Among them, yeast extract Vc jelly contains acerola cherry, mulberry leaf extract and yeast extract
imported from Brazil.

Konjac jelly has also quickly gained the favor
of consumers with its low-calorie advantage.
"Today's consumers demand snacks that are delicious, good-looking and not fat, and jelly is a good choice, especially konjac jelly
.
" Henan Zhengzhou Niannian Red Food Co.
, Ltd.
Liang Junshao said
.
It is not difficult to see that for the female consumer market, a number of jelly companies have grasped the two keywords of low calorie and no burden, and while pushing new products, they also further grasp the needs of
current female consumer groups.

The trend of premiumization is emerging

The rise of "self-pleasing consumption"

At present, the "she economy" is rising with an unstoppable trend, and more diversified and personalized new generation women groups have become the main consumption force, and the consumption potential of women in emerging markets is great
.
At the same time, "post-80s" and "post-90s" women are gradually becoming the main force of "self-pleasing" consumption, with an average growth
rate of 14%.
The jelly category also caters to this demand and seeks breakthroughs, and high-end and high-value have gradually become one of the choices for the expansion of
jelly categories.

Some insiders said that a high-end jelly pudding product should have three characteristics
.
First, the intrinsic quality
of ingenuity.
Polishing the inner quality with ingenuity is the basic support
of the product.
Second, the external temperament
of the product.
According to the aesthetic concept and taste of the target consumer group, the packaging design
of the product is reversed.
Third, consumer value perception
.
By carrying out humanized product appeal and brand communication of the brand, consumers will feel that the brand represents the lifestyle they pursue, giving the product a higher emotional appeal in addition to health values such as functionality and nutrition
.
All three are indispensable
.

The "plum jelly" launched by Yumei was a hot sale online, making many fans shout "buy less, not enough to eat"
.
"Sweet and sour appetizing snacks are addictive" "Please buy at least 4 bags, buy less than enough to eat".
.
.
The popularity of consumers has made this product successfully break the circle
.
In addition, the share of some "high-end" jelly products will gradually increase
.
Innovative high-end jellies made from juice, pulp, milk and even chocolate will gradually seize the future market, which will also accurately hit female consumers
.

As one of the traditional snack food categories, jelly needs to be injected with "fresh blood"
in the process of continuous development.
In the face of market segments, how to further capture the hearts of consumers also needs the attention of
jelly companies.
For example, in terms of type, the post-90s and 00s pursue personalization, and have strong acceptance of new products, while women pay more attention to appearance and product quality, and jelly products are gradually developing in the direction of personalization; In terms of packaging, increasing the appearance can more resonate with young consumers, and can also allow consumers to actively spread and share
.

In addition, the cross-border of jelly is also concerned by more consumers, and diversified jelly products such as probiotic jelly, enzyme jelly, and red wine jelly have gradually appeared in the adult snack market
.
In general, jelly still has a lot of room
for development.
As a snack food category with a large market chassis and undiminished consumer demand, jelly has now reached a critical moment
of rapid iteration and innovation.
In the future, how to target the new generation of consumers, constantly innovate and innovate products to meet the diversified needs of consumers is one of
the issues that brand enterprises need to think about.

(Shi Yang)

China Food News(2023.
01.
09.
05)