China Food

Insight into “food” consumption of silver economy in 2021

 
50岁以上中老年消费者增速连续4年保持第一。

 

第七次全国人口普查数据显示,60岁以上老年人口已超过2.6亿,宣告我国即将进入中度老龄化社会。民以食为天,新一代银发族去哪里吃、吃什么、以及怎么吃,已成为全社会关注的大问题。新型社会结构中,潜力巨大的“银发经济”浪潮袭来。
The growth rate of consumption in 4 years was the first
Silver haired people’s daily life is gradually “Internet”
In the first nine months of 2021, the number of middle-aged and elderly consumers has exceeded that of last year; Meituan data found that the growth rate of middle-aged and elderly consumers over 50 has remained the first for four consecutive years;
With the rapid increase of middle-aged and elderly consumers, the proportion of middle-aged and elderly online catering consumption increased from 0.9% in 2017 to 2.2% in 2021.
Catering consumption has become one of the important Internet behaviors of the silver haired people, and the relationship between the middle-aged and the elderly and the Internet society is becoming closer and closer.
Sichuan and Guangdong cuisine is the top
consumption category of silver haired people
Local food preferences are ingrained
Meituan data show that the top 10 categories of consumption of middle-aged and elderly people are local dishes, snacks, fast food, hot pot, bread and dessert, beverage stores, buffet, barbecue, specialty dishes, fish and food health care; Silver haired people are more and more able to enjoy life. They begin to go out. In consciousness, they have replaced “cooking at home” with “spending in stores”, which has become a part of their elderly life;
Among the local dishes, Sichuan, Guangdong and Benbang Zhejiang are the most expensive. It is difficult for the middle-aged and elderly to shake their dependence on the taste of local dishes. The long-term taste cultivation makes them more closely linked with local dishes.
The consumption of one person’s food accounts for 63%
Small dishes become the “silver hair” family order logo
According to meituan data, multi person meal accounts for a low proportion of catering orders for the middle-aged and the elderly. On the contrary, one person meal accounts for 63%, and 2-4 person meal also accounts for 33%; Although we don’t know the actual dining scene, we can at least judge that the catering business of silver haired people is more suitable to adjust to the direction of small gathering packages, small dishes and single meals.
 
Of course, from the perspective of China’s anti food waste, small dishes and one person meal are also a new idea to help enterprises find a way out. Meituan also helps merchants reduce food waste by online small dishes, merchant push, appropriate ordering reminder and so on.
At 7 a.m., the consumption of silver haired people began to be active
Businesses “stagger peak” to capture silver hair business opportunities
The active dining period for the middle-aged and the elderly starts from 7 a.m. to 5 p.m., and the consumption of other groups is more inclined to the period after 6 p.m. according to meituan data, the dining periods of the middle-aged and the elderly and other groups are misplaced, and the later the difference is more significant.
The different consumption periods of silver haired people and young people can just fill the business gap of catering stores. You might as well think about how to adjust the business formats in different periods to improve the floor efficiency.
First and second tier silver hair, rich and free
Sinking market consumption remains to be developed
Compared with the proportion of annual age consumption, meituan data show that the consumption of middle-aged and elderly people in the first and second tier markets exceeds that in the first and second tier markets; From the perspective of provinces and cities, there are more middle-aged and elderly consumers in Sichuan, Beijing, Shanghai, Liaoning, Yunnan, Heilongjiang, Tianjin, Jilin, Inner Mongolia, Xinjiang and Gansu.
There is a lot of consumption space in the sinking market, so it is necessary to pay attention to the needs of consumer groups over the age of 50.
The proportion of middle-aged and elderly consumers in East China ranks first
The consumption momentum of inland silver haired people is stronger
Meituan data show that among middle-aged and elderly catering consumers, East China and North China account for the highest proportion of consumption. Compared with other groups, middle-aged and elderly people account for a relatively larger proportion of consumption in inland and remote areas such as northeast, North China, northwest and southwest.
The consumption of middle-aged and elderly people in various cities is more distinct
Obvious taste tendency
According to the data of meituan, the categories with high proportion of middle-aged and elderly consumer orders mainly focus on snacks, fast food, bread and dessert, hot pot and drinks. East China especially loves Benbang’s Jiangsu and Zhejiang cuisine, and coastal cities love fresh fish.
Fast food, milk tea and silver hair group mainly search top
Consumption, food and strength
From the search keywords for middle-aged and elderly people on meituan online in East and North China, the silver haired people in Nanjing and Hangzhou pay more attention to milk tea, Suzhou and Ningbo pay more attention to barbecue and fried chicken, Beijing and Tianjin pay more attention to regionalization, and search more for steamed stuffed buns and roast duck.
Inter provincial tourism tends to be different from north to south
Silver haired people also follow the trend of “micro tourism”
Meituan data show that Sanya is the preferred tourist city for middle-aged and elderly people in Beijing, Yancheng is the preferred tourist city in Tianjin, middle-aged and elderly people in northern cities are more inclined to travel across provinces, while Shanghai, Guangzhou, Shenzhen, Chengdu and other southern cities are mostly close neighbors.
Whether it is the silver haired people’s life attitude or consumption habits, we find that they are accelerating their embrace of digital life, trying to buy vegetables online, kill scripts in secret rooms, eat out and travel outdoors. “Youth”, “pursuit of fashion” and “enjoy life” have become their new labels. Not only catering consumption, the per capita consumption level of middle-aged and elderly people has been higher than that of all residents.
 
With the acceleration and deepening of aging transformation, the life of middle-aged and elderly groups will have no upper limit.
Author: mtdata; Source: meituan data view (ID: mt_data), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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