The casual snack industry opens a new upgrade model

Chicken potato chips, konjac toast, collagen marshmallows, seaweed fish crisps, protein bars, low-calorie milkshakes, tiger skin chicken feet, egg yolk crisps, yogurt and fruit cereals.

According to iiMedia Research Consulting data, since 2010, the scale of China's casual snack industry has continued to expand.

Snacks 1.

The first generation of snack brands in China generally emerged in the 1990s, and the post-80s and post-90s were the first generation of consumers in the snack market

Uni-President Group came to the mainland market in 1990, and with its advanced marketing, Uni-President's Xiao Dangjia, Little Raccoon and other simple noodle products became popular in the snack food industry

In the era of blooming flowers, local snack brands are not far behind

The model of "large single product + large production + large channel + large retail" gave birth to the "snack king" in the 1.

Snacks 2.

After 2000, senior snack brands have entered the top ranks in terms of financial performance, but they are not enough to fill the wide and deep snack market, and some emerging snack brands have gradually emerged

In 2002, I miss you no longer limited to jujube products, and supplemented the subdivision of "jujube snacks" with red jujube vinegar drink, special jujube, red jujube ginseng tea, etc.

In 2001, the snack food chain brand Laiyifen was officially born

Industry insiders said that compared with traditional snack companies from production to sales, the full-category chain stores of casual snacks represented by Yifen and BESTORE have opened up an idea of ​​"asset-light operation"

Snacks 3.

　　2012 was another watershed year for the casual snack industry

　　This year, traditional food giants represented by Want Want and Unity have approached the peak of market value

　　At the end of 2010, Baicaowei, which encountered the bottleneck of expansion, began to deploy online.

　　The casual snack industry has entered the Internet-led 3.
0 era
.
Casual snack brands have deployed online to enrich consumers' choices, which also gives brand owners more ability to digest surplus production capacity and get closer to consumers
.

Snacks 4.
0 Era: Health is the Main Point

　　When snacks enter the "health" 4.
0 era, young consumers begin to choose snack products with healthy attributes
.
"The food industry in the past lacked demand for today's young people, and there are major opportunities in the upgrading of the entire lifestyle
.
" Zhang Guangming, founder of fit8, said, "All kinds of snacks and drinks in life can be used in all categories.
Re-do the logic of health, and re-market with younger packaging, visual and communication language
.
" Functional food, healthy food, and healthy snacks are the markets where consumers actively seek products with demand, which also gives the industry Brings a quick dividend
.

　　Specifically, taking health ingredients as an example, higher-level health can be summarized by the following three additions and three subtractions.
The first addition is that modern pain points make classic dietary supplements fashionable, and modern pain points add classic mental ingredients to become A new way of health preservation; the second addition is ingredient innovation, which functionalizes snacks; the third addition is to directly hit the pain points of subdivided groups.
The addition of ingredients allows mature categories to gain new opportunities, and find corresponding entry points for different groups of people.

.
The first subtraction is sugar reduction, a minimalist formula, green sugar substitutes, and scientific sugar substitutes; the second subtraction is precise salt control, natural salty and fresh, or the next outlet for health management; the third subtraction , is a scientific meal replacement, nutritional management
.

　　Under the national tide, new cutting-edge domestic products emerge in an endless stream, and old brands are upgraded and refreshed.
Behind this represents new trends, new quality and new value, more dimensions of emotion, and higher-level health
.
A careful study of the current Internet celebrity products will find that the combination is not overly curious, but a new soul under the harmonious collision of old elements.
The encounter between the new taste of Internet celebrities and trending categories is the inspiration for new explosive products
.
"This generation of new brands has shifted from the previous generation's focus on sales to more on brand building
.
They usually have a deep understanding of marketing, product development and design, proficient in using digital marketing tools, and mastering the skills and methods of communicating with consumers
.
" Lv Zhibin, director of the New Consumption Research Center of the Ali Research Institute, said
.

　　Industry insiders believe that consumers' tastes and preferences are no longer a single-dimensional preference.
Today, to satisfy consumers, they must start from the five senses
.
Delicious food is of course very important for fresh food, but more attention should be paid to consumers' sense of smell, taste, hearing, vision, and even tactile perception
.
At present, the interaction and experience between consumers and products is all-round and multi-dimensional
.

　　The strategies and paths of major snack brands are different, but omni-channel, diversification and differentiation have become the survival consensus of all snack companies today
.
At a time when the industrial links are becoming more and more close and smooth, traditional companies have put down their stature and network companies have returned to entities.
The core of all participants is returning to the essential needs of consumers
.

　　Industry insiders said that in terms of industry opportunities, the market depression in the 1.
0 era will never appear again, and the underlying rotation of the 3.
0 era may not appear in the short term, and the snack industry has entered a relatively stable industrial period
.
As far as the corporate structure is concerned, BESTORE, Baicaowei, and Three Squirrels are all large and complete, with many categories and no distinctive memory points
.
The products of new brands emerging in various segments are more catering to the tastes of today's young people and continue to occupy market shares
.

　　(Source: Guanchao New Consumption)

　　"China Food News" (07 edition on January 11, 2022)

　　(Editor in charge: Zhu Meiqiao)