China Food

Heavyweight | the latest trend dry goods are coming! Tmall food released “2022 food and beverage innovation hotspot”

what innovation hotspots have been brought about by the evolution of health awareness, emotional value, cultural self-confidence… Consumption scenes, consumption habits and consumption concepts?

Text: foodaily

Source: foodaily daily food (id:foodaily)

Benefits: foodaily can get the full version of the report by replying to “2022 innovation hot spots” on the background
With the changes of Chinese consumption, the new trend of food consumption has also undergone major changes in recent years. As a leading consumer in the food industry, from the perspective of consumers, especially in today’s consumer LED industry environment, what are the underlying needs that remain? In the new food era, what new trends are becoming more and more intense?
Foodaily Research Institute believes that from food safety to healthy nutrition, in the Chinese market where food is the most important thing for the people, physical and mental health will gradually evolve into the bottom of food innovation. Above this bottom, addiction, emotional release, experience The “spirit” business of food is being reshaped. At the same time, the significance of Chinese traditional food culture, which has been accumulated for thousands of years, is being recovered by modern consumers in a new way. The link between home and emotion, the inheritance of culture, and the “sense of temperature” of food are also recovering strongly.
On May 31, foodaily learned for the first time that tmall food, together with China Food Industry Association and tmall new product innovation center, jointly released the trend report of “six innovation hotspots of food and beverage in 2022” based on the long-term constant demand of consumers for food and beverage, such as health, seasonality, convenience and cultural resonance, as well as the current background.
Combined with the joint insight of foodaily Research Institute, through the dialogue with tmall juniors and more than 10 innovative brand leaders, we will take you to see which innovative hot spots can better enter the hearts of consumers? Behind the hot spots, what are the insights and practical experiences from the front line of the industry? How can innovation hotspots enable category and brand innovation?
Tmall food released “2022 food and beverage innovation hotspots”, which hotspots can not be missed?
The report points out that since July 2021, China’s food industry has continued to lead the market, and food is still the “big head” of China’s consumer spending.
Since ancient times, food has been the priority of the people, but each era has different dietary needs. The emphasis on health, the pursuit of emotional value, the link between people, and the understanding of beauty are all changing the development trend of food.
Relying on a large number of rich commodities, tmall has attracted nearly 1billion active consumers in recent years. Based on the analysis of people and categories, tmall food released “six innovative hot spots for food and beverage in 2022”, which are respectively the birth of [nutrition law] and [plant energy] by the concept of health, the [eating according to time] and [x taste] behind the emotional value, the [New Chinese wave] and the [home flavor] brought about by cultural confidence.
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Behind these six innovation hotspots are the evolution of consumption scenes, consumption habits and consumption concepts. So, what changes have Chinese consumers experienced in their food consumption habits? What is the overall consumption trend? How do these consumption trends affect the evolution and innovation of different categories?
Strengthen health awareness and reach a consensus
In the dialogue with the person in charge of innovative brands, the enhancement of health awareness has become a consensus. According to the report data, 73% of consumers believe that healthy life starts from adjusting diet.
[nutrition rules] this innovation hotspot also shows that consumers attach importance to nutrition supplement and prefer natural ingredients. Mr. fuxuefei, deputy professional director of YIHAI KERRY e-commerce channel business department, said in the interview that Chinese consumers are willing to pay for better nutrition, quality, raw materials and taste. New categories of edible oil, Cereals, low-fat health and organic products have become a new trend. At the same time, in agriculture and industry, China is a large rice producer and consumer in the world, which plays an important role in improving the utilization rate of grain resources, promoting the transformation and upgrading of grain and oil industry, and even ensuring national food security. YIHAI KERRY rice oil was developed on the basis of this innovative model.
When talking about the changes of consumers, Mr. caimo, chairman of Jiuyang soybean industry and co-founder of Jiuyang soybean milk, said: “consumers have personalized needs for their own health and wellness, so their needs for nutrition are becoming more and more accurate. I conclude that it is called lean nutrition. I hope it is more convenient to obtain what is missing.”
Ms. Dongdan, the founder of Beihai ranch, also mentioned in the interview that it is the pursuit of every product owner to create products that meet nutrition, health and delicious enjoyment at the same time. With the continuous development of the times, consumers’ demand for consumer products has shown a changing trend of “I all want” and “personality demonstration”: “enjoyment” has also expanded from the basic delicious nutrition dimension to more dimensions such as visual experience, sense of quality and brand value recognition, which need different innovative product solutions to achieve.
Photo source: official flagship store of tmall in Beihai Ranch
In addition, it is worth mentioning that the two hot spots of [nutrition rules] and [plant energy] show that plant protein drinks have become a regular choice for consumers. For example, traditional plant-based beverages such as soybean milk and coconut milk are rejuvenated, and new plant protein beverages such as oat milk and sesame milk are emerging. David Zhang, President of oatly O’Malley Asia, said that the core of oatly is to meet the needs of consumers and not unduly increase the burden on the body in the process of enjoying delicious food.
Photo source: official flagship store of oatly Oh Maili tmall
In addition to the continuous warming of the plant base, flower and fruit flavors are more popular. Foodaily Research Institute also has an insight that the outbreak of fruits and vegetables is a new trend of Nuggets’ natural health. For example, the empowerment of treasure foods such as hawthorn and qingti may promote the birth of new categories. Under the general trend of pursuing natural health and freshness, consumers have put forward higher-level demands for convenience and experience of fruits and vegetables, but the domestic fruit and vegetable market is still in the primary stage in terms of product type, technical content and scene development. “Abundant fruit and vegetable supply and weak consumption scenario” is a great challenge and opportunity for the fruit and vegetable industry.
Social life is stressful and emotional satisfaction is becoming increasingly strong
From physical health to mental health, with the invasion of social and life pressures, the pursuit of emotional satisfaction has become increasingly strong. The report shows that 87% of consumers believe that food brings relaxation and emotional satisfaction in addition to taste buds.
From the original sensory stimulation of sugar, oil, spicy and delicious to the focus on long-term sustainable spiritual and psychological satisfaction, the “addictive consumption” of food and beverage is being rewritten by the new needs of young people. Foodaily Research Institute believes that a single product or brand that can cross the cycle must have a “spiritual transaction” with consumers.
How can the new generation of consumers satisfy their emotions? [eating in response to food] shows that good things know the “food” festival, and “limited / must eat” brings a sense of Festival ceremony, and the seasonal limit / Festival limit / atmosphere code makes consumers more eager to try.
Photo source: official flagship store
of Yuanqi forest tmall
In the innovation hot spot of [x taste], the familiar taste + unexpected category, consumers are more willing to try reassuring small adventures, such as pulp bursting x tofu snacks / yogurt, bubble feeling x tea / wine, “thick” feeling x wine drinks, soft waxy feeling x cassava / pastries.
Photo source: official flagship store of hobashi tmall
Cultural self-confidence leads to the explosion of domestic products, and the Chinese stomach relies on the Chinese flavor
[New Chinese style wave] shows that consumers’ impression of Chinese style is changing quietly. New Chinese style products, national brands and special zones for Chinese famous products all make new Chinese style more possible. The taste of hometown shows that the nationalization of regional brands and the fast-food of local food make it possible for consumers to taste the flavor of the world without leaving home, which can better alleviate homesickness.
Photo source: official flagship store of tmall of Hutou Bureau
China’s unique food culture, regional taste differences, rich food material resources, rich crowd circles, fragmented needs and diversified scenes have also brought a large number of needs worth exploring. However, from the perspective of industry development, there is still a huge space for transformation due to low concentration and uneven development of sub categories.
From the perspective of consumers, in addition to insight into innovation hotspots, tmall food will also co create new products and co build trends with brands around the “six food and beverage innovation hotspots in 2022” in the future, bringing new delicacies and eating experiences to consumers. In this issue, let’s first disassemble the nutrition law and the new Chinese wave in detail.
From physical to psychological,
[nutrition rule] is a supplement to the body,
It is also the pursuit of a healthy lifestyle
The report shows that nutritional supplements break through the limitations of product lines and scenarios, and there are many opportunities from ingredient efficacy to population segmentation. Among them, milk and blending products are the mainstays in the hot spots of the nutrition law.
Ms. Dongdan, the founder of Beihai ranch, said that the category of low-temperature dairy products showed more and more segmented demand. With the development of the times, users’ functional demands for health and nutrition and their perceptual demands for lifestyle are becoming stronger and more diversified.
Taking the new series of “one day’s improvement” recently launched by Beihai ranch as an example, in terms of product development, 12 kinds of lactic acid bacteria are added while rich in vitamin C, and the number of live bacteria in each bottle is as high as 300billion; It is not satisfied with one taste. Probiotics, passion fruit and collagen nectarine are available online. Through product naming, design packaging and main scenes, the emotional needs of consumers to “pamper themselves every day” and “wake up from the opportunity point of body and mind, and make the product look good” are met.
Beihai ranch one-day flavor fermented milk series, photo source: Beihai ranch tmall official flagship store
Of course, in addition to milk, whole grain, plant-based, healthy baking, rice flour, grain and oil, medicine and food are all popular tracks under the innovation hot spot of [nutrition law]. The overnight popular substitute food milkshakes, osmanthus nut lotus root powder… Especially the beverage category is based on a wide range of people and full of innovation space.
YIHAI KERRY has created a new idea of grain and oil health by “opening high with low ingredients and achieving nutrition in one step”. Yihai Jiali gaoguwei rice oil contains many nutrients such as oryzanol, phytosterol and vitamin E. at the same time, Yihai Jiali will develop rice oil with the concept of reducing oil consumption for young people, so as to bring more nutrient elements to consumers and reduce the burden on the body as much as possible.

In general, in the insight of ink mark, the head of the beverage category, consumers have more specific needs for nutrition and pay more attention to the added value of happiness and pleasure brought by the process of nutrition intake.
While practicing the innovation hot spot of [nutrition rule], taking the beverage industry as an example, MOHEN also said that we should work with the industry to create a “new healthy beverage” that accommodates western and Chinese styles, so that consumers can not only enjoy more nutritious and silky soybean milk, new lotus root powder that is easy to brew high color, delicious ginger soup with plant extraction technology, but also enjoy healthy choices from Western ideas such as substitute milkshakes and super ingredients.
Especially in the recent year, due to the high acceptance of “Chinese drinks” by Chinese people’s stomachs, lotus root powder, soybean milk, ginger soup and sesame paste have a strong consumer base. Many brands develop their strengths and circumvent their weaknesses on the basis of old categories, and even create products that meet new needs through technological innovation. Foodaily also pays attention to the fact that Jiuyang soymilk, which was just announced by the official as the spokesman of liuzhenhong, has launched a number of series of soymilk products, so how does it do a good job in adding and subtracting nutrition in product innovation?
Mr. caimo, chairman of Jiuyang soybean industry and co-founder of Jiuyang soybean milk, said that the core was the selection of raw materials and the innovation of manufacturing process. Through technological innovation, high protein and high dietary fiber were achieved, which were more soluble. Natural soybean milk powder was made from natural soybean to achieve a natural and beautiful taste. Taking organic black bean pure soybean milk as an example, it uses organic black beans from Northeast China as raw materials, without addition, to maximize the release of soybean essence, while reducing flatulence factor, bean smell and purine content.
Indeed, foodaily Research Institute also believes that in the overall upgrading of the industrial chain, technical factors are becoming more and more important, and processing technology and packaging technology will further promote the renewal of the category.
When it comes to communicating with young consumers, Mr. caimo said that the newly launched soybean grinder soymilk of Jiuyang soymilk is a category upgrade from soymilk to soymilk, hoping to become a healthy supplement drink for young people. Therefore, he chose liuzhenhong, a spokesman with the same values, to advocate a healthy lifestyle for young people.

Photo source: official flagship store of Jiuyang soybean milk tmall
In fact, the nutrition rule not only refers to the nutrition of food, but also represents the young people’s pursuit of a healthy lifestyle. David Zhang, President of oatly Oh Maili Asia, also said that in the long run, oatly aims to create a way of life. Among them, products are a carrier. Everything can be oatly, representing the spirit of pursuing health, fashion, fashion and sustainable development.
Photo source: official flagship store of oatly Oh Maili tmall
The new Chinese wave,
Bring better experience to consumers with Chinese elements
With the return of cultural self-confidence, driven by the new generation of consumers, Chinese categories containing Chinese elements began to make a comeback, the most typical of which are cakes, tea, regional food and other foods and drinks with a long history of eating in China.
At the same time, the rejuvenation of traditional brands, the rise of Chinese brands, and the enlargement of Chinese regional characteristics in the country and even in the world are all manifestations of the new Chinese wave. Just as Hao Li, head of tmall food’s Chinese pastry category, said, new Chinese and new domestic products are driving the development of the entire food market.
Talking about the motivation of the new Chinese wave, Mr. Hehua, the founder of Fanhu, said that at present, China’s social structure and economic growth have undergone fundamental changes. Small families are becoming more and more obvious, and family socialization is redistributed. When everyone’s time cost becomes higher, for example, people want to cook a meal in a simpler and more efficient way. In the context of social development and changes in people’s consumption demand, new consumption trends are bound to emerge.
Photo source: official flagship store of Fanhu tmall
However, Mr. Hehua also said that behind every new trend, the logic and nature of traditional consumer goods will not change. Looking at the new trend, we should return to the category nature after all. We always revere the category logic and scene value. Considering that most of the 15 minute fast cooking products are mainly made of pasta and dumplings, and the self heating rice is not a home fast cooking scene in our understanding, Nor can it meet the user value requirements of the fast cooking scenario. Therefore, rice is a vacant category in the home cooking scenario.
We can cook noodles and dumplings in 15 minutes at home. Why can’t we cook rice in 15 minutes? Fanhu has positioned itself as a daily basic consumer product, benchmarking noodles and dumplings, providing consumers with a 15 minute quick cooking rice solution. With healthy ingredients such as good rice, good meat and good sauce, it has brought consumers a simple and standardized cooking experience and restored authentic delicacy.
In addition, the new Chinese wave also shows that consumers have deep feelings for traditional national brands and will pay more attention to them because of their creative actions. Taking “Wusu”, a native beer brand in Xinjiang with a 30-year brand history, as an example, carrying the feelings of forthright Xinjiang, they have conducted brand marketing IP cooperation with tmall for many times. They have been ecstatic with highly intense beer marketing, established a strong hard core image, and sold more than 60000 pieces a month during the new year goods Festival.
Secondly, the delicacies in famous production areas show new confidence, such as Yunnan coffee with guaranteed quality and Fuding white tea with intangible cultural heritage production technology.

Photo source: Wusu tmall official flagship store
The bottom layer of “hot” innovation is the resonance with consumers. Consumers often do not know what they need. Therefore, from mining and satisfying to creating consumer needs, only the upstream and downstream collaboration of the industry can realize the value transformation of innovation hot spots.
According to foodaily, tmall has a very rich supply to meet the segmentation needs of consumers. In the past year, the trend categories that have maintained a high growth rate have continued to emerge, and there have been trend categories with a transaction volume of more than 100 million for many years and a year-on-year growth rate of more than 30%, such as black chocolate, spaghetti, coffee juice, pure fruit and vegetable juice, vegetable protein drinks, etc.
Tmall platform continues to anchor consumption hotspots and jointly build trends with brands. For example, the internal and external links of the shopping guide site are used to improve the efficiency, and the segmentation trend is interpreted on the search results page; Focus on the trend through marketing IP, and quickly ignite the potential energy of the track by linking the content and other fields; At the same time, we can see that based on the trend hot spots, the platform disassembles the consumption decision-making factors and pre expresses them to consumers to assist in consumption decision-making.
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From the consumers, to the consumers. The release of innovation hotspots is just the beginning. We also expect to see the future interaction and co creation between the platform and the brand, and jointly bring new food experiences and more new delicious discoveries to consumers. Finally, the content is rich, which also makes us look forward to the interpretation and implementation of the other four innovation hotspots in July and September.
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