The market size will exceed 300 billion yuan "baking +" into a trend

Our reporter Bao Xiaotie

Meituan Catering Data View recently released the "2022 Bakery Category Development Report" (hereinafter referred to as the "Report")

The industry compound annual growth rate is much higher than the global average growth rate

At present, the scale of China's snack food industry has exceeded one trillion yuan, and bakery food takes the lead with a 21% share, and the development momentum is rapid

The report shows that from 2016 to 2020, the annual compound growth rate of China's baking industry exceeded 11%, which is much higher than the average growth rate of the global baking industry

At present, none of the national chain baking brands have more than 1,000 stores.

The elimination rate of baking circles has increased under the trend of "early taste"

What is interesting is that, whether it is a traditional bakery brand or a smash hit internet celebrity brand, closing, shrinking, and retreating have become the keywords that have appeared frequently in the bakery market in recent years

The report shows that although the growth rate of Chinese pastry stores still exceeds 100%, it has also narrowed significantly compared with the same period last year

Behind the explosive products "You sing and I will appear", the old and new brands staged the replacement of "sea water and flame"

Capturing the hearts of young consumers with "health care and co-branding"

The report shows that in terms of gender, the customers of baking are mainly women, of which women account for nearly 74% of Chinese-style pastry users; in terms of age, post-90s and post-00s are the main consumers, accounting for more than 50%

Even in the high-customer category—cake, which is the mainstream of festive and ceremonial consumption, it can be clearly seen that the product type of 20-30 yuan has gradually increased, which shows that the brand has begun to deal with small portions, so that cakes and The boundaries of desserts are gradually converging, and sliced ​​cakes have become the mainstream of consumption

According to the analysis of the report, to capture the hearts of the post-00s, baking brands have two directions: one is "healthy baking"

Large single product becomes a brand "out of the circle" artifact

Master Bao's "ace" meat floss Xiaobei is favored.

The report also pointed out that the current development ideas of baking brands are mostly: breakthrough of large single products + multi-category + rapid promotion of new methods, respectively corresponding to super single products, basic single products, and bonus single products

In addition to breaking the game with single products, "baking +" is also a means for baking brands to find new growth points

Many baking brands are also exploring "baking +".

　　"China Food News" (July 04, 2022 Edition 05)