The "202 1 Youth Consumption Trend Report" released by CBNData shows that the convenience fast food industry has grown steadily in recent years, and the product prices have risen significantly. It is estimated that the domestic market will exceed 250 billion yuan. The growth rate of online market in the past year exceeded 70%.
There are "new fast food" such as instant cereal and semi-finished dishes.
From 20 19 to 202 1, the operating income and total profit of domestic convenience food production enterprises both increased. The consumption and penetration rate of online fast food market have steadily increased. Compared with the online food market, the online fast food market has a higher growth rate in terms of consumption scale, consumer groups, customer unit price and consumption frequency, and the fast food market has a broad space.
In terms of product types, traditional categories such as instant food and quick-frozen food still occupy the mainstream, but the emergence of new categories such as instant cereal beverage, compound seasoning, cooked food, semi-finished food and fast food bill of lading has greatly enriched the market structure of fast food. In the past year, the number of cutting-edge brands has increased, injecting new vitality into the fast food market.
The report shows that women are the main consumers in the current fast food market, but the unit price of male customers is slightly higher than that of women, and the proportion of consumption has increased. The consumption of post-80s, post-90s and Z generation is higher than other people, which constitutes the core consumption power of fast food products. Compared with other generations, the unit price of Z generation customers still has room for growth and consumption potential.
Compared with 2020, the unit price of fast food customers in all urban lines has increased, among which the unit price of first-tier cities is ahead of other urban lines, and second-tier cities account for the highest proportion of consumption. Consumers in different cities have different needs for fast food. Consumers in first-and second-tier cities express their preference for fast food with low fat, low sugar and low calorie, and low calorie is the biggest demand of consumers in first-tier cities at present.
Married and educated people are the main groups of fast food consumption, and their unit price and its rising rate are higher than other life stages. The consumption proportion of single people is increasing, which is a potential group that can not be ignored in fast food consumption. The fast food scenes of consumers in different life stages are also different. People who are single, in love and ready to get married prefer to eat in dormitories and midnight snack scenes, married and childless people prefer outdoor eating scenes, and married and educated people prefer family use scenes.
Fast food relieves homesickness, and regional specialties quickly "go out of the circle"
In the online fast food market, the consumption of regional food has increased rapidly, which has successfully lengthened the food sales radius. Among them, duck blood vermicelli, Jiangsu rice noodles and other regional specialties have the fastest growth, and snail powder accounts for the highest proportion of current consumption. Guangxi brand, represented by Haohuan Snail and Snail Overlord, has been successfully "out of the circle" with snail powder.
East China accounts for the highest proportion of fast food consumption, followed by South China and North China. From the ranking of consumers' preference for fast food in different regions, it can be seen that hometown tastes are more popular, with steamed stuffed bun, duck blood vermicelli, Jiangxi rice noodles, chezai noodles, cold noodles, Regan Noodles noodles, Chongqing noodles, Mianyang rice noodles, oil-sprinkled noodles and other regional specialties on the list.
In the post-epidemic era, the "family kitchen" fast food products, represented by Lamian Noodles's theory and empty shell, came into being, which was popular because of its taste advantages and simple and easy-to-operate cooking methods. Semi-finished dishes that enhance the cooking experience of consumers have ushered in a substantial increase, and the consumption growth rate of meat, aquatic products and bean products in semi-finished dishes has increased.
The use of fast food is also expanding. Nightingale is the most mentioned scene, followed by dormitory and family. The favorite kinds of fast food for staying up late parties are instant noodles, Lamian Noodles rice noodles, instant vermicelli, rice noodles and snail powder, and instant hot pot. Preference for sour and spicy, sesame sauce, seafood and other flavors, dinner time rarely choose spicy, abnormal spicy, spicy and other heavy flavors.
Wonderful or really fragrant? Novel tastes are constantly emerging.
In terms of the taste of zongzi, the northern region prefers sweet mouth such as bean paste and candied dates, while the southern region prefers salty mouth such as egg yolk and fresh meat, showing the taste preference of salty south and sweet north. In the north, Xinjiang and Tibet show a preference for seafood zongzi, while in the south, novel flavors such as stinky tofu, snail powder and durian are favored.
In terms of the taste of glutinous rice balls and Yuanxiao, the northern region shows a preference for traditional sesame and peanuts, while the southern region prefers soft tastes such as purple potato and chestnut. In the north, novel flavors such as durian and cheese are served one after another, while in the south, fruits such as strawberries, blueberries and durian are quite popular.
As a new force in the fast food industry, self-heating food not only launches differentiated competition in taste and packaging, but also expands new sub-categories such as self-heating noodles and self-heating mala Tang. Direct seeding brings favorable assistance to self-heating food. Self-heating food brands such as self-cooking pots and small stoves also use 3D green screens and virtual anchors to bring more topics and highlights to the live broadcast room.
In addition, the consumption of bills of lading is also increasing. Zongzi bill of lading, convenient fast food bill of lading and cold chain fast food bill of lading are the main categories of bills of lading. Among them, most of the zongzi delivery vouchers were purchased before the Dragon Boat Festival, and the convenience fast food delivery vouchers ushered in the annual consumption peak during the summer vacation, and the cold chain fast food delivery vouchers were the most popular during the Spring Festival.