“ who makes the best money in the consumer market? ”This is a running market, growing at a compound annual growth rate of nearly 15% every year, and the market is expected to exceed 600 billion yuan. “Who makes the best money in the consumer market?” The Jewish business philosophy is to make money for two people, women and children. Especially with the growth of post-90s parents, this generation of parents are more willing to spend money on their children, eat, wear, live and travel, and everything is fine.For children, this year’s parents work hard on eating. They are willing to explore and share, and the sharing of children’s snacks is emerging one after another on major social platforms. Little red book alone, search for “children’s snacks”, there are more than 250000 notes.“After 6 or 7 months, I began to eat fruit mud. I ate a molar stick when I wanted to eat and grow my teeth. I ate a little puff when I practiced fine finger movements…” Kou Yi, a post-90s mother of a two-year-old baby, gushed to the burning wealth Sutra when talking about whether to give her children snacks.Kou Yi told Caijing that he began to study and pay attention to children’s snacks around the age of 1. “Simple and clean ingredient list”, “safe ingredients without addition” and “low sodium and low sugar” are several factors that koyi pays more attention to when choosing children’s snacks. “It’s not the same concept as the snacks we ate when we were children.” According to Kou Yi, although today’s children’s snacks are called snacks, they actually play a positive role in the process of children’s growth.Like Kou Yi, there are more and more young parents of the post-80s and post-90s who have a more tolerant attitude and higher acceptance of snacks. According to the 2020 blue book on healthy meals for children in China, 42.79% of parents believe that “children’s snacks are an extra meal demand besides three meals” in their understanding of children’s snacks. On the other hand, 46.77% of parents thought snacks were essential, but would choose healthy snacks. In May last year, China non-staple food circulation Association officially released the first group standard on children’s snacks in China, general requirements for children’s snacks, which put forward the concept of “children’s snacks” for the first time and clearly stipulated the nutrition, health and safety of children’s snacks. Zang Quanyi, a national first-class nutritionist, told Caijing that before discussing children’s snacks, we should clarify the concept of snacks. All meals other than three meals are called snacks. According to the understanding of most parents, it is a derogatory word. “But if you say it as an extra meal, it will become a commendatory word.”“According to the physical development characteristics of children, this model of three meals and two points is needed.” Zang Quanyi added that eating less and more meals can better help children absorb the energy and nutrients they need throughout the day. Therefore, if snacks are added correctly, it is a healthy diet.The introduction of standards and the continuous expansion of market demand have given new opportunities to domestic snack giants represented by three squirrels and liangpin shop. These brands either launch sub brands or launch new products to seize the children’s snack market. Among them, liangpin shop and three squirrels launched the children’s snack brands “liangpin snack Fairy” and “Xiaolu blue”, and baicaowei also launched a series of “Tong’an children” products focusing on the field of children’s snacks.In addition to the layout of old snack giants, new children’s snack brands also continue to raise funds. According to tianyancha data, at least 22 related brands have obtained financing between 2018. Among them, wo Xiaoya and Baobao greedy completed three rounds of financing within half a year, duo Maomao obtained multiple rounds of financing within a year, and Niu Niu and vegetable Gele also received tens of millions of yuan of investment at the beginning of their establishment. Zhu danpeng, an analyst of China’s food industry, told Caijing that the rise of the children’s snack market is mainly affected by the demographic dividend and the cognitive change of children’s parents. “On the one hand, with the liberalization of the three child policy, the number of users in the children’s consumer market will increase; on the other hand, the scientific parenting level of post-90s parents will improve, no longer ‘one vote veto’ on children’s snacks, and pay more attention to ingredients, additives and raw materials.”Sally, co-founder of Wo Xiaoya, told fuel finance that the rise of children’s snack track is the result of the joint action of internal and external factors. The internal cause is the demand change caused by consumer upgrading; The external cause is that the media has undergone multi-dimensional subversive changes, which has brought great convenience and the possibility of outbreak in a short time to the market education of new categories.As Sally said, Jingdong supermarket mentioned in the “children’s snacks 11.11 consumption trend report” recently released that Jingdong supermarket takes children’s snacks as a new category of strategic support, and focuses on the layout of children’s snacks track through traffic, supply chain, omni-channel, global marketing and other measures.Qiu Yue, head of tmall’s snack industry, also publicly said that children’s food has a market capacity of more than 600 billion yuan, but the industry lacks representative children’s food brands, which is a huge business opportunity. Who is buying children’s snacks? “Children who don’t like snacks almost don’t exist. Children’s oral desire should be satisfied, and they won’t have a strong lack of psychology when they grow up.” Qiqi told Caijing that before giving birth to a child, she would also feel that snacks are unhealthy food, but after becoming a real mother, she gradually learned that it is good for children to provide appropriate snacks at different stages of their growth.“Children in different growth stages actually need snacks. For example, a molar stick can not only reduce the tooth bed itch caused by the eruption of their baby teeth, but also exercise their chewing ability to a certain extent. For example, small dissolved beans and wheat rings can well exercise their children’s grasping ability and other fine movements.”Qiqi stressed that although snacks are not a scourge, choosing the wrong snacks will still affect children’s health. Now Qiqi’s child is almost four years old. Over the past four years, Qiqi has already become a “ingredient list mother”.“Cheese and milk tablets are the magic weapons for many parents to coax their children. We all think that milk products are healthier than ordinary snacks. They can not only meet children’s needs for snacks, but also have the function of calcium supplement, which is also the selling point emphasized by many businesses. However, as long as you look at the composition table, you will find that many milk snacks not only have high sugar content. On the contrary, the ‘milk content’ is far from enough.”Qiqi said that he had carefully compared the differences between several cheese sticks, and later found that the cheese addition of a brand specializing in children’s cheese was much higher than that of other brands. “This is more firm. I should not only look at the name and publicity, but must look at the habit of ingredient list.”In order to verify Qiqi’s statement, we compared the popular category of cheese sticks in the children’s snack market.Cheese sticks from two different brands are marked as suitable for children over 3 years old. However, after carefully comparing the ingredient list and nutritional composition list, it is found that cheese ranks first in the ingredient list of this cheese stick with emphasis on children’s snacks, with an addition of more than or equal to 51%; The second place is raw milk, with an addition of more than or equal to 26%; The third is white granulated sugar.The top three ingredients of another cheese stick are water, cream and cheese, with only 15% cheese added. In addition, the calcium content of the former cheese stick is 600mg / 100g, while that of the latter is 190mg / 100g.Of course, the price of the two is also different. The price of the former is 24.9 yuan / 100g, while that of the latter is 19.9 yuan / 100g.And Qiqi belong to the same type of mother, as well as Kou Yi. In order to buy healthy snacks for children, Kou Yi spent a lot of time. At first, koyi metropolis chose imported commodity supermarkets or bought snacks for children through purchasing on behalf of others. “Children’s snacks abroad developed earlier than those in China, and their maturity was relatively good. Such as Jiabao, Xiaopi, Xibei, etc., are relatively mature children’s brands abroad.”But since last year, Kou Yi has found that more and more domestic children’s snack brands have been accepted by Baoma.“There are more and more brands specializing in children’s snacks on mother and child communities and e-commerce platforms, most of which are promoting the concept of zero addition.” Kou Yi told burning finance that in fact, when mothers choose products, they don’t have the highest requirements for brands. “Whether it is an old snack abroad or a new child snack brand in China, as long as the ingredient list is clean and healthy enough, it will attract the attention of mothers.”At the same time, Kou Yi also said that from the perspective of personal shopping experience, some domestic brands of children’s snacks have indeed been “subtracted” in terms of composition, reducing children’s intake of oil, salt and sugar and improving the nutritional value of the products.Kou Yi told Caijing that in fact, mothers pay more attention to children’s snacks before their children are 3 years old. After the age of 3, although they will also care about the ingredients in the ingredient list, they are relatively less likely to buy special children’s snacks.Kou Yi’s words were also approved by Wang Miao. Wang Miao’s son has been in the third grade of primary school, but his habit of buying snacks for his children to see the ingredients has been adhered to. Wang Miao told Caijing that after focusing on children’s snacks for so many years, he can intuitively feel that snacks are becoming healthier and healthier. “Younger mothers allow their children to eat snacks, which is completely different from the attitude of mothers of my age.”In Wang Miao’s opinion, children’s eating snacks is not only a physiological need, but also a psychological need. “Sometimes children will ask us for snack rewards for their good performance. I think these modest conditions can be allowed.”Wang Miao told Caijing that the price of children’s snacks is generally higher than that of ordinary snacks, but if the materials are safe, she can spend less time staring at the composition list, and she is willing.Sally told finance and economics that in the past, most foods solved the problem of safety and delicious food, and met the market demand in terms of supply. In recent years, with the improvement of people’s overall quality of life, parents are more concerned about not only safety and delicious food, but also health issues, that is, from “quantity” to “quality”, from “some eat” to “eat better and healthier”. Parents began to pay attention to the fact that the quality of children’s snacks produced by Pan food enterprises is not different from that of adult leisure snacks, so they will gradually look for snack brands specially produced for children. Zang Quanyi suggested that parents can buy snacks according to the principle of “three high, four low and one vigilance”, that is, high protein, high fiber and high freshness; Low is low sugar, low salt, low oil and low degree of processing; Beware of trans fats.Accelerating the layout of new and old brands“We believe that children’s snacks are the inevitable product of the development stage of leisure snacks and are snack categories that meet the increasingly differentiated needs of consumers. An investment manager of Huaying capital said that generally speaking, the consumption of children’s snacks is still in a relatively early stage. The market pattern is relatively scattered and there is no absolute monopoly, which also creates many opportunities for newcomers. “At present, there is no ‘super oligarch’ in China on this blue ocean track.”As the above investment manager said, since last year, liangpin store, baicaowei and three squirrels have launched sub brands of children’s food. On the third day after the standard was issued, liangpin store launched the children’s snack sub brand “liangpin snack Fairy” on May 20, 2020; On the 8th day after the standard was issued, Baicao flavor also launched a series of “Tong’an children” products focusing on the field of children’s snacks; In June, three squirrels opened a flagship store of the sub brand “deer blue” in tmall.In addition, new brands such as Akita Manman, baby greedy, duo Maomao, wo Xiaoya and Dr. cheese have also appeared in the children’s snack market, as well as cross-border players such as Shuanghui, which launched the children’s snack brand “zhiquduo” and miaokelando, who cut into the children’s market from the cheese market. Capital is also quickly eyeing this track. According to incomplete statistics, in the last two months, four brands of children’s snack track have successively obtained financing. On November 2, duomaomao completed nearly 100 million yuan of a + round financing; On November 15, vegetable Gele announced the completion of angel round financing of tens of millions of yuan; On December 1, wo Xiaoya completed round B financing of RMB 100 million; On December 6, Akita Manman completed the round B financing of tens of millions of dollars.Figure / @ microblog duomaomao children’s snacksDobe cat co-founder FEBE told burning finance that the huge population base, strong household consumption willingness and huge imbalance between supply and demand have increased the possibility of accelerating the development of children’s snacks. This is likely to be a promising track for both old players and new entrants. As mentioned by FEBE, according to the data of China’s Demographic Yearbook in 2021, by the end of 2020, the population of children aged 0-4, 5-9 and 10-14 accounted for 5.95%, 7.17% and 6.90% of the total population respectively, and the total population of children aged 0-14 was 252 million.Huaying capital estimates that the CAGR of children’s snacks is expected to remain at 13.7% in the next five years, higher than that of leisure snacks in the next five years 8%。 Another group of data from ecdataway data show that in 2020, the online sales scale of baby snacks reached 4.2 billion yuan, of which baby snacks increased by 49.8% year-on-year.According to the analysis of Feb, with the upgrading of consumption and the change of concept, it is now in a rare opportunity period for the children’s food industry, which is also a huge opportunity period for the rise of a new generation of children’s snacks. Emerging brands need to learn from the successful experience of old brands, find the direction of branding, keep pace with the times, and are expected to break through through through stronger product and brand strength.FEBE pointed out that there are certain differences in children’s physiological and psychological growth and development at different stages, which requires multiple snacks not only to meet the needs of taste buds, but also to match the needs of different ages. For infants under 3 years old, snacks not only stimulate the development of taste buds and enlighten cognition, but also exercise chewing, promote the development of teeth and jaws, and exercise hand mouth coordination and fine movements; For children, the scene of snacks is more diverse. Children in nursery have their own social life. Snacks should not only be delicious, nutritious and interesting, but also be concerned by children and parents. However, more and more domestic children’s snack brands failed to give Qiqi, Wang Miao and Kou Yi mothers more choices. They have told burning finance and economics that although there are more and more brands of domestic children’s snacks, the categories are similar, nothing more than cheese sticks, hawthorn sticks, sausage, seaweed, etc. children are tired of eating. FEBE said, “where there is a market, there will be competition”. In the children’s snack industry at the initial stage, often a product sells well, and countless brands of products will appear on the market immediately. In addition, the concentration of OEM factories and insufficient R & D capacity lead to the prominent problem of homogenization. At the same time, FEBE also said that the new generation of brands can break through the fierce competition in the market only by relying on the strong domestic supply chain, fully combining the national eating habits and preferences and the health needs of children in the process of growing up, creating exclusive differentiated products, occupying the space for category innovation and jumping out of the strange circle of homogenization.In addition to homogenization, burning finance observed that children’s snack brands on the market, on the one hand, build “high nutrition” and “no addition” as the core selling points, and enlarge them on the packaging bag to attract the attention of parents. On the other hand, most children’s brands have set corresponding IP images to pull in the distance from children through cartoon images.Li Xiao said that for a long time, there is no clear dividing line between children’s snacks and adults’ snacks. “Even if cartoon elements that attract children are added to the package, the formula is still similar to that of adult snacks. The proportion of additives such as oil, salt, sugar and preservatives is not low, increasing the risk of dental caries and obesity in children.”As Li Xiao said, fuel finance came to many supermarkets and convenience stores including Yonghui, Wumart, Ole boutique supermarket, Hualian boutique supermarket and convenience bee, and randomly selected snacks such as biscuits and potato chips with cartoon elements on the package. Except that several snacks are standard for children over 3 years old, most snacks do not indicate the age of the product suitable for the crowd.By comparing a potato chip with cartoon elements and a potato chip without cartoon elements, it is found that the ingredient list is not very different, and preservatives, artificial colors, sweeteners, etc. are used.Opportunities and challenges coexist According to the statistics of the Ministry of Commerce, from 2006 to 2016, the total output value of China’s snack industry increased from 424.04 billion yuan to 2215.64 billion yuan, an increase of 422.5% and a compound growth rate of 17.98%. According to the white paper on the investigation of children’s snack market, at present, the scale of China’s children’s snack market is about 1 / 10 of that of leisure snack market. It is predicted that the children’s snack market will grow steadily at a compound annual growth rate of 10-15% from 2019 to 2023, and the market is expected to exceed 600 billion yuan, serving as a new driving point of leisure food market. In addition to the large market scale, children’s snacks have more bargaining power than adult snacks. Zhu danpeng said that the gross profit margin of children’s snacks will be 15-20% higher than that of ordinary snacks. However, due to the dispersion of the market, there is no absolute leading giant in this field. With the influx of more brands, how to avoid homogenization and improve product power in product R & D is an important challenge for businesses. FEBE told burning finance and economics that affected by the preconceived concept, many people think that the foreign moon is relatively round, they can eat better for foreign children, and foreign products are better than domestic products, but they ignore that the nutritional structure needs of Chinese children should have their own standards.“With the improvement of the education level of the main consumers and the increasing transparency of the market, the dominant position of domestic brands is becoming more and more prominent. The improvement of snack safety, health and nutritional functions brought by the all-round upgrading from material selection to ingredients, processing technology and safety standards is no less than that of foreign products. ”Sally pointed out that, on the one hand, domestic consumers prefer products with low sugar, or even no sugar, short shelf life and no preservatives, which feel fresher and higher quality. In China, foreign brands often adopt the layer by layer agency mode, and the delivery cycle from origin production to users is too long, which is a relative disadvantage. On the other hand, compared with foreign brands, China also has an important advantage, that is, flexible supply chain capability.“We have received feedback from many dealers that it is difficult for foreign brands entering China to accept optimization suggestions, let alone reverse customization to meet the rapidly changing consumer needs. Due to the short delivery link, it is easier for domestic brands to build an agile supply chain capability. ”Although children’s snacks are now under the wind, we have to admit that China’s children’s snacks market is still in the early stage, with short boards such as low industrial chain synergy, prominent product homogeneity and short brand life cycle. With parents’ attention to children’s nutrition and health and the improvement of children’s snack quality, the brand will face more severe challenges. Zhu danpeng said that after summarizing the development trend of the whole industry and the user portrait of FMCG in the past five years, it is found that consumers pay attention to children’s snacks in the following aspects: the first is the integrity of the industrial chain, the second is the guarantee of food safety, the third is the stability of quality, the fourth is the tonality of the brand, and the fifth is the improvement of the service system, The sixth is the continuous stability maintenance of customer stickiness, and the seventh is the continuous innovation of the whole scene.“In terms of the future development of the children’s snack industry, in addition to meeting the needs of the above consumers, it also needs the joint efforts of the policy side, the capital side, the industry side and the channel side. From the policy side, it should be supported by national standards; from the capital side, it can promote the addition of more new brands; from the industry side, it should create differentiated advantages; from the channel side, it should be guaranteed Certificate products have relatively rich profits. “According to the above analysis of Huaying capital investment manager, from the perspective of supply chain, at present, the number of truly certified organic factories in China is limited, and most products have marketing packaging components. We look forward to seeing products that can truly make significant differentiation and long-term growth points in the field of children’s snacks, and we also look forward to the emergence of more excellent start-ups in the field of children’s snacks, Can ride the wind and waves in this 100 billion track and win a place. Reference: “Chinese children’s snack war, broke out!” Source: Shangyin Society*The title map and the text map originated from visual China. Qi Qi, Kou Yi and Wang Miao are pseudonyms*Disclaimer: under no circumstances shall the information or opinions expressed herein constitute investment advice to anyone. Author: Zhang Lin; Editor: Cao Yang; Source: burntruth (ID: chaintruth), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); join the community: Cherry (wechat: 15240428449). The registration channel for the new fourth Isee global food innovation award has been opened. The innovation model of global products / brands / technologies / enterprises / people, media communication, innovation Seeking and social experience marketing not only have competition, but also have content, communication, experience and social a6021 food people are “watching”
