Is the explosion of snail powder puffy or a trend?
For young people, TVB’s classic lines used to be just one line. Now, with the promotion of the epidemic, the instant food racetrack is rising again, and some single products such as Ramen, snail powder and self heating pot are popular. They can cook delicious noodles for themselves by “frying the kitchen”.
According to AI media consulting data, from 2017 to 2020, the annual sales volume of bagged snail powder will increase from 3 billion yuan to 10.56 billion yuan, and the industrial output value is expected to reach 30 billion yuan by 2022; And wanghong brand Ramen said that in five years and six rounds of financing, the sales in 2020 will exceed 600 million.
After all, snail powder, ramen and self heating pan, which have improved the food processing technology, all need only “light cooking” to get a feast, leaving young people with the trouble of going to the kitchen.
According to the data of foresight Industry Research Institute, the improvement of food processing technology has created more wanghong convenience food, and the market scale of convenience food is expected to reach 485 billion yuan in 2020.
Is it true that the scale of the market of 100 billion only focuses on the “laziness” of young people?
Rock band Wan Qing has a very popular lyrics: “who is from the mountains, lakes and seas, but confined to day and night, kitchen and love.”
To a large extent, the reason for leaving the circle is that the artistic conception of the lyrics meets the young people’s imagination of the beautiful life of “one room, two people, three meals, four seasons”.
But the reality is cruel, and more young people are only “limited to working, working overtime and making money”.
“Confined to the kitchen” requires free time.
According to the public data of amber Consumer Research Institute, only 10.6% of the employees basically don’t work overtime, and the remaining 90% of the employees are suffering from the nightmare of working overtime to varying degrees. Especially in the Internet industry where young people gather, it’s almost common to work more than 70 hours a week.
But even so, young people who are defined by the market as “lazy” still yearn for “cooking freedom”.
According to Gu Yu’s statistics, 74.1% of white-collar workers choose to eat out because they are “busy with work and have no time”, but 54.8% of them are very willing to go home to cook when conditions permit, and 38.4% of them are more willing.
From the small household appliance market, which has expanded to 9.11 billion yuan with a compound growth rate of 11.4%, we can also see that young people are far away from the kitchen, not all because of laziness. On the contrary, when “cooking freedom” becomes a luxury, the desire to realize it is even stronger.
Catering, food and even supermarket convenience stores quickly capture and undertake this consumption demand with prefabricated vegetables, semi-finished products and instant products.
For example, Kwai’s “Jia Guolong Kung Fu cuisine”, “seafood dinner” launched by the sea fishing company, is introduced by Guangzhou restaurant, which is a “self Chef” series, a half finished fast food in the box office, and a hand pulled noodle in the hot net, and a snail powder.
Among them, the reason why Ramen said and snail powder are more popular in the C-end consumer market is that under the consumption scenario of “one person eating” for young people, there is a precise fit in terms of cuisine preference, taste, price and convenience.
According to the Ministry of civil affairs, the single adult population in China is expected to rise to 92 million by 2021. In the statistics of AI media consulting, 32.9% of consumers are in the state of dining alone for a long time.
When ordering takeout, 58.0% of the “one person” consumers would first consider the taste of takeout. 58.1% of the consumers preferred fast food. In terms of price acceptance, 55.3% of the consumers accepted the price of 21-40 yuan and 26.5% of the consumers accepted the price of 20 yuan or less.
The above conditions are combined to point to one thing. For young people who are willing to cook their own meals, they can hardly get their hands off Kwai Fu when they are good at the good taste, the price range is reasonable, and the “light cooking” is simple and convenient.
Zhou Ying, a professor of EMBA marketing course at Jiaotong University, also said: “when new brands enter the market, they often focus on a kind of single product, a selling point, a kind of crowd, a kind of platform, and a period of time. With the trend of being too quick to cover their ears, they can achieve a sales breakthrough of 100 million yuan, and then extend their categories.”
For example, according to ramen, for young consumers of “one person food”, with the help of e-commerce channels, they are offered delicious Japanese Ramen that can be enjoyed for less than 20 yuan, which may be more fragrant and more life flavor than ordering takeout.
In particular, the packaging of ramen also fully takes into account the young people’s “Yangou” attribute and individual consumption. Whether it subverts the traditional instant noodles packaging or the built-in emotional card copywriting, it is in line with the young people’s emotional needs. According to Nielsen, 64% of consumers will buy products with more attractive packaging.
As a result, an obvious conclusion has come out: this class of young people, not so much because they are lazy, need to find a balance between “the contradiction between the desire to go to the kitchen and the lack of time” and “the delicious result and the troublesome process”.
And the “light cooking” business, which is being revalued by the market, is just because it has achieved such a balance.
Under the trend of fast food for dinner,
Whether it’s eating 10.5 billion snail powder a year or selling 600 million Ramen a year, it’s just the beginning of a fast meal.
According to the “2021 instant food industry insight report” released by the first financial business data center, the instant food industry has been growing steadily in recent years. It is estimated that the domestic market scale will exceed 250 billion yuan. The growth rate of online market in recent one year is more than 70%, which has become the core driving channel of industry growth.
Indeed, as long as young people’s demands on time and efficiency remain unchanged, and they pursue healthy and delicious food, and are willing to involve the kitchen, “light cooking” business will always be a booming market.
Ramen, snail powder or just focus on the main food category, and as the user’s acceptance of “light cooking” food is getting higher and higher, for “one person food” dinner, local cuisine or will emerge as the times require. For example, in the cooked food market has been very mature crayfish, or the degree of standardization in taste recovery is relatively high pickled fish, soup products.
This is not only an opportunity, but also a challenge for the brand of ramen that occupies the rise of subdivision category.
To some extent, on the premise that the population tends to be stable, the total amount of meals is a constant value. Three meals a day are just needed, but there is no explosive growth. Even if there are businesses engaged in activities, consumers can choose double 11, 618 days to stock up a certain amount of ramen, snail powder, but it is impossible to spend only a few meals to consume more than ten meals.
Thus, a brand with a single category like Ramen is playing the game of “grabbing chairs” with other different categories in the industry. When consumers cook a bowl of noodles for dinner, it is impossible to open a bag of snail powder, and vice versa.
But in the 100 billion instant food circuit, there are already self heating hotpot, self heating rice, snail powder, hot and sour powder and so on. These categories, from the product, packaging homogenization phenomenon has been very serious, and the substitutability between each other is very strong.
At the same time, the prefabricated dishes and semi-finished products in the catering industry have become mature, or will spread from the “family dinner” that most brands initially focused on to the kitchen where young people eat for one.
There is a view in the relevant report of hongdinnet that for the catering industry, “stubbornly refusing to prefabricate dishes may miss an era.”. The young people who eat for one are just the mainstream consumer groups in this era. According to the data of HEMA Xiansheng, 54% of post-95 HEMA consumers often buy their own food materials for cooking, while semi-finished food is one of their favorite commodities, and the purchase proportion is twice that of post-65 consumers.
And this is just the beginning, and further outbreaks have not yet come.
This also means that, for a single category brand such as Ramen, although it occupies a subdivision category under the trend of fast food for dinner, in the face of numerous “chair grabbing” players, a large number of richer food categories will be developed and sent to consumers’ kitchens, and the four volt crisis is not optimistic.
In this case, how to further develop a more differentiated competitive advantage with competitors of the same kind in terms of food materials, safety, convenience, novelty, health, etc., and how to seize Ramen or even the big category of ramen from the physical touch of products and the consumer mental touch of brands is equivalent to the consumer cognition of ramen theory, occupying the existing category completely, It’s a priority.
At the same time, ramen said that young people who come into the kitchen may have to think more about it, so that their refrigerators can also participate in the “light cooking” of food. For example, a consumer still has some meat in the refrigerator, no lack of eggs, or a few green vegetables left. How can Ramen talk help consumers establish a connection between the refrigerator and their own products, and get more delicious noodles and better “light cooking” experience?
Behind this, the test is the product design and innovation ability of the brand, as well as the response ability of the flexible supply chain when constantly bringing forth the new and realizing the rapid transformation of a variety of products.
“Amber Consumer Research Institute” can foresee that as consumers accept more and more prefabricated vegetables and semi-finished products, the market will become more and more prosperous. And the brand that can continue to grow in popularity will not be able to eat all over the world by popular products, but constantly satisfy the young people’s sense of participation in the kitchen, the sense of delicious, convenient and quick access and satisfaction.
The wind is just rising, and the road is still long. For those brands that “feed the lonely”, who can go further and better, the answer will be clearer and clearer.
Source: Amber Consumer Research Institute (ID: hupoxys), reprint has been authorized.
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