Known as the “barometer” of the food industry, the Spring 2024 National Sugar and Wine Club ended in Chengdu not long ago.On March 29, the Lisai category innovation strategic consultation combined with the latest observation of the spring sugar and wine clubs shared in -depth insight into the latest trends and category innovation directions of the food industry.
Perseverance pointed out that with the great change of consumption concepts, health has become the driving force for the continuous upgrading of the Chinese food industry.In the context of increasingly fierce competition in the industry, the trend of health is obvious to all. Traditional giants have accelerated the transformation of multi -product matrix, and new consumer brands are trying to fight for the concept of product to kill the bleeding path.The insights of the Spring Sugar and Wine Club Food Industry released by the Lisai Category Innovation Strategic Consultation pointed out that although health is a certain trend, most brands have made a mistake in healthy innovation.There are three major misunderstandings in the health and innovation of food companies: first, health innovation is difficult to save the category in the decline; second, grasp the trend of health, and cannot rely on raw hard work; third, the hottest “0 add” concept “conceptThe definition of abuse and the definition of consumers is blurred.
The two major elements of “health” and “delicious” are eternal themes for food categories.Luo Xianliang, Vice President of the China Classic Innovation Strategy Consultation, believes that with the improvement of health awareness, consumers’ mentality has evolved from “good food selection and health” to “selection of good food in health”.For example, “Take the category of tea beverage as an example. In the past, consumers tended to choose sweet tea beverages, and then choose more juice tea, because the traditional fruit tea flavor is too good, unhealthy, fruit juice tea is delicious and healthy;But now, it is preferred to choose the category of sugar -free tea, and then find a better one from it. “
In addition, according to the results of Lisia’s consultation survey, consumers’ definition of “health” demand will become more and more segmented.Take the hottest health trend “0 added” in recent years as an example. Luo Xianliang shared that “‘0 add’ is more like a threshold to enter the public’s vision and enter the mid -to -high -end price band.The effect is constantly emerging. The “0 added ‘category of consumers’ minds is becoming more and more specific, such as 0 sugar, salt reduction, 0 fat planting, 0 milk essence, 0 preservatives.”
Perseverance pointed out that health will surely become one of the directions to promote the innovation and upgrading of the food industry.For new consumer brands, benefit from more specific and differentiated consumer needs, or will have many “anti -giants” category opportunities.Successful health and innovation must first find the pain point.Only based on the consumer’s mental resources and find a real high -frequency rigid demand can food companies create new categories with valuable value and bring the brand to grow continuously.
Report/feedback