In recent years, the public's love for ice cream has gradually increased, which provides an opportunity for a new round of ice cream market. According to the survey data of China Catering Industry Association, the ice cream market in China ranks first in the world, and it is estimated that it will exceed160 billion yuan in 202 1 year.
Major brands are scrambling to seize the opportunity, not only competing in appearance, but also diversifying in taste. It seems that in this competition, whoever doesn't play some creativity will lose, and it is also constantly challenging consumers' curiosity and desire to buy.
It's interesting to buy 9 kinds of creative ice cream in the market, and the people who hunt strange stars have given real evaluations from several dimensions ~
Is creative ice cream really delicious?
With the change of consumers, a larger ice cream market is developing rapidly, and brands are increasing their firepower from the aspects of taste, creativity and channels to bring freshness to consumers.
Therefore, there are many kinds of ice cream in the market, online celebrity products are brought forth new ideas, and traditional brands are actively upgraded. Creative ice cream has become a hot spot, only you can't think of it, and you can't do it without ta.
Yili x mustard flavor
6 yuan/Branch
Taste: three stars.
Yan value: Every time I enter a convenience store, I can always be attracted by "eating a mustard" in the freezer, but the green cake body makes people feel uncomfortable.
Creativity: The strong mustard flavor comes from unpacking. Compared with the neutral taste of some ice creams, the first bite of thick mustard and seaweed slices are sandwiched together, but they don't feel pungent. It makes people unconsciously associate with its name, which really makes people feel lonely.
Recommended index: four stars
Li daju x squid Wei
7 yuan/Branch
Taste: four stars.
Yan value: look at the packaging, there is a smell of the sea, and it is coming.
Creativity: the taste of seafood comes from the entrance. The salty and sweet taste with full squid meat is surprising. Although the mix of squid and milk is strange, the texture of taste and touch is very rich. Milk completely blends the taste of squid and has a creative chewing taste.
Recommended index: four stars
Zhong Gao Xue x Zhu Qing ruo ye flavor
65438 yuan +05 yuan/piece
Taste: four stars.
Yan value: packaging follows the consistent high-end temperament.
Creativity: this is an ice cream that you can't imagine before eating. It has the sticky feeling of zongzi and contains the essence of glutinous rice, like eating an ice zongzi. Low sugar makes the ice cream look particularly fresh, and it is an ice cream suitable for chewing. As a passer-by, I tasted it in the middle of the road, but I still couldn't help but turn to powder, which is really called "the light of domestic products."
Recommended index: five stars
German X wine brews rye flavor.
8 yuan/Branch
Taste: three stars.
Yan value: I have made great efforts in modeling, and the cake modeling is like the bottle style of Grando stout. Creativity: Under the stimulation of "slightly drunk economy", alcoholic ice cream came into being. De's and Grando signed a joint name across the border, and they tasted full of wine in one bite. The taste of wine is soft, but it tastes ordinary, just like the taste of wine chocolate.
Recommended index: four stars
Interesting tip: drivers can't experience it.
Aoxue x northeast pot-stewed Wei
9.5 yuan/Branch
Taste: Two stars.
Yan value: There is a strange "pot" in the red "village gas" package, which makes people curious.
Creativity: Uncover the secret of the "pot cover", which is full of seaweed and floss, and milk is also embedded with shallots, carrots and ham, with sweet milk flavor and salty floss. Tasting it will make people feel superior. Although the shape is creative, the ingredients are not integrated.
Recommended index: two stars
Hongbaolai x small lobster Wei
5 yuan/Branch
I thought it was another dark dish. When I opened the package, it was actually a weak cei. ...
Taste: Two stars.
Yan value: The visual stimulation of packaging design makes people uncomfortable, but the crayfish pattern printed on the ice cream shows contrast.
Creativity: One bite, two bites, three bites ... I didn't taste any crayfish, only full of milk fragrance. When everyone couldn't help but want to scold the title party, there was a hint of crayfish in the sandwich, and the salty taste seemed to be eating crayfish hot pot ice cream.
Recommended index: two stars
Mengniu x caramel wine heart flavor
65438 yuan +05 yuan/piece
Taste: three stars.
Yan value: The striking words "I did it, you are free" on the package seem to tell everyone that this is edible white wine. Can you get drunk and solve thousands of worries?
Creativity: caramel wine core and white peach wine core essence jointly launched by Mengniu and Jiang. The smell of alcohol is unforgettable. After tasting it for a while, people who like liquor will prefer the taste, and people who have no aversion to liquor can accept it, but the smell of liquor will really come out of their noses ~
Recommended index: four stars
Interesting tip: drivers can't experience it.
Li Daju x milk seaweed flavor
8 yuan/Branch
Taste: Two stars.
Face value: the plain packaging reveals the visual effect of cold air.
Creativity: the creative combination of milk and seaweed. The milk contains shredded seaweed, which melts in the mouth and is full of milk flavor. However, the taste of ice cream makes everyone feel really inconspicuous, and the degree of innovation is conservative, and no bright spots are found.
Recommended index: two stars
Meiji x white peach oolong flavor
7.5 yuan/Branch
After challenging a series of exotic flavors, Shi Qu also found a creative clean stream-the online celebrity white peach oolong flavor.
Taste: five stars
Yan value: it's summer to look at the packaging.
Creativity: The girl's color and the fragrance of white peach and oolong slowly spread out in the mouth, from the outer layer of slush to the inner layer of cheese milk cover and milk, plus large particles of pulp, just the right blend is full of layers. The whole ice cream doesn't feel sweet and greasy after eating, which makes people feel refreshed.
Recommended index: five stars
After the tasting, the interesting curiosity hunters expressed their views, which are summarized as follows:
1) People generally like ice cream that is low in sugar but not greasy. Judging from the fashion trend in recent years, low sugar is becoming a new track for traditional products. In addition to reducing sugar, light salt, milk tea, egg yolk, fruit juice and other flavors can bring more taste innovation on the basis of reducing sugar.
2) Lida orange squid ice cream is the most amazing product. Squid meat melts into a thick ice milk, adding a rich layering and taste bud experience. In addition to taste innovation, consumers' taste of chewing products should also be a creative point.
3) For exotic brands, people who hunt strange stars believe that consumers buy such products with a clear purpose, that is, to experience the word "exotic". This requires the brand not to make the taste look too "stingy" and mediocre when innovating the taste, but it will disappoint the consumers who expect it. For example, Meiji white peach oolong flavor, Yili mustard flavor and Zhong Xue HD boiled leaf flavor have the upper hand in taste creativity, but Humboldt crayfish flavor is only reflected in the last bite of essence.
On the whole, the ice cream industry is full of creativity, while brand play marketing injects new vitality, on the other hand, it also conforms to the market trend-low sugar, salty taste, online celebrity taste and so on. Creative ice cream has its own sense of topic, which conforms to the consumption characteristics of generation Z. The brand is not only popular by novelty, but also meets the health needs of the public.
How do brands play with creative ice cream?
Under the influence of social goods and consumption, ice cream has become a daily leisure dessert sought after by young people, and more and more brands have begun to give vitality to products. In the future, if brands want to accurately grasp the consumer market and pursue the integration of quality and efficiency, how can they maintain the loyalty of consumers?
1, health, taste and quality go hand in hand.
With consumers paying more and more attention to health care, health products are sought after by consumers to some extent. Taking China as an example, we can see through the time interest insight engine that the post-90s generation has become the main force in purchasing products. Brands need to gain insight into the preferences of young consumers and strive to create a healthy product positioning.
Many post-90s consumers are also eager for desserts in order to satisfy their appetite and maintain their figure, and finally avoid ice cream. Interestingly, brands can grasp the characteristics of this consumer group, meet the public's demand for low calories, use healthy and natural ingredients, enhance the recognition in packaging design, and highlight the healthy brand concept.
Secondly, while the tastes are diversified, brands need to innovate in the types that users like to promote the development of the market. On the other hand, the quality problem is imminent, and only by enhancing the loyalty of consumers can we maintain the brand image.
2, creative integration, focusing on differentiated marketing.
In the ice cream industry, because brands are in different ranges, it also requires brands to have differentiated means from product to marketing and upgrade products in time. It is interesting to think that brands need rich brand positioning and product creativity, which will affect the subsequent marketing strategy.
At the same time, brands should increase the dual channels of "online+offline", and ice cream has changed from traditional summer food to daily dessert, which requires brands to achieve the ultimate in distribution to meet the different needs of consumers.
3. Increase exposure and create multi-channel marketing.
In the era of fierce traffic competition, young consumers pay more and more attention to online consumption, and planting grass on social platforms has become a popular marketing method. It's summer now, and ice cream content continues to spread on platforms such as Tik Tok, Billie Billie and Weibo, and the user interaction data is very impressive. This also means that in the process of communication, brands should consciously guide social platforms to achieve traffic exposure.
In addition, brands can also choose live broadcast for marketing, and many consumers prefer to place orders in the live broadcast room, which has gradually become an emerging channel with high exposure and sales. At the same time, brands should choose appropriate brand spokespersons according to the fashion trends, dare to operate beyond the norm, increase the amount of topics and seize the attention of consumers.
4. Build diversified consumption scenarios.
With the post-90s generation, generation Z generation and other young consumer groups, what everyone pursues is spiritual pleasure, emotional shock and cultural recognition, which is a deeper demand beyond material consumption, and sometimes even beyond material consumption itself. How brands can provide consumers with a richer consumption experience is a problem that needs to be considered.
Creating diversified scenes can narrow the distance with consumers and fully empower them. From the change of audience, it is also required that ice cream is not only an artifact to relieve summer heat, but also a choice of consumption scenes.
To sum up, in the fierce competition of ice cream industry, brands want to stand out from the crowd, and feel that brands need to be user-centered and analyze the preference characteristics of consumer groups for products and consumption scenarios, which is very interesting. At the same time, brands should also