China Food

Blockbuster | new energy and new taste: tmall food released an interpretation report on innovation hotspots (II)


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new consumption hot spots are colorful. What are the directions of brand development?
 ”

Text: Emma Zhang

Source: food daily (ID: food)

 
Fresh, but also social flavor; Unexpected food frequent group CP; From sugar reduction to carbon reduction; Empower new life with high quality… Under the new consumption wave, the consumption hot spots in the food market are somewhat dazzling. However, the changes are not separated from their ancestors, no matter whether it is to pursue a more thoughtful and personalized taste; Whether we advocate more natural, clean and green products are different expressions of health concepts, emotional values and cultural confidence.
 
Following the release of the trend report of “2022 food and beverage innovation hot spots” at the end of May, tmall food has recently continued to release its second interpretation report, which provides a multi-dimensional in-depth analysis of the two hot spots of “plant energy” and “x taste”. At the same time, tmall food connects with food innovators in different industries to exchange their cognitive changes on consumption trends and industry innovation in combination with the brand development process.
How do the plant elements in beverage development fit perfectly with the new outlook on life? How can the innovation of beverage taste attract consumers who are “hard to tune”? In the eyes of business professionals and innovation pioneers, what does each business hotspot mean?
 

Plant energy, plus healthy diet

 
With the continuous upgrading of consumer demand, the concept of plant energy has also attracted much attention in the domestic market. According to the tmall food trend report, plant-based beverages have become a regular choice for consumers, and various emerging categories are emerging. On the major social platforms, people’s enthusiasm for diverse eating methods of plant-based foods is high. The number of notes about avocado, oats and other plant-based foods exceeds 3 million, and both became the hot word “king of search” on the platform in the first half of the year.
 
Natural plants are like “heroic dreams” in ordinary life. They bring positive impact to people with the image of nature, health and nutrition, and also inject new energy into the beverage and dairy markets.
 
Image source: unsplash

Plain is true: feel a comfortable new life from plant drinks

 

(1) Sugar reduction and zero addition, herbal energy into “drink”

 
According to tmall’s report data, fruit and vegetable juice, plant protein beverage and plant beverage are leading the beverage market. The year-on-year growth rate of plant protein beverage and plant beverage reached 56.5% and 50.2% respectively. The double satisfaction of taste buds and nutrition can attract consumers’ attention.
 
Foodaily Research Institute observed that in the global plant-based beverage market survey in 2020, the Asia Pacific region accounted for the largest proportion of revenue, exceeding 66%. The consumption preference of the millennials for plant-based, natural and healthy food and beverages has promoted the development of plant-based beverages in the Asia Pacific region. It is expected that by 2028, the global plant-based beverage market will continue to grow to US $66.53 billion.
 
The influx of more young consumers makes the online beverage market continue to grow. Plant functions such as health preserving and fat reducing, good drinking and stomach nourishing lead the market, highlighting the charm of natural drinks.
 
Picture source: Yuan
(3) The green halo shines, and the double carbon life is “drunk”
 
From plants to plants – this is also a major feature of the innovation hotspot of “plant energy”. From raw materials to products, consumers pay more attention to environmental protection, and the whole industrial chain of plant protein beverage is gradually moving towards green environmental protection.

 

Compared with other generations, young consumers believe that environmental protection, health and high-quality life are closely related. 80% of young consumers said that environmental protection is one of the ways to improve the quality of life, and this idea will be directly translated into their shopping habits and expectations.

Photo source: official flagship store of otaly tmall
 
More and more attention has been paid to the sustainable packaging of the global food and beverage industry. According to the data of the United Nations, the annual amount of plastic waste produced in the world surged from 2 million tons in 1950 to 348 million tons in 2017, and this number will double by 2040. Recyclable and renewable low-carbon packaging is also giving plant drinks more green aura. Foodaily Research Institute believes that green, environmental protection and full utilization of plant energy are the inevitable trend of future consumption.
 
Coffee has become an important note in life
 
(1) Offline coffee online, get the same “new fashion”
 
A cup of coffee is the best way to “steal” time.

 

With the rise of white-collar groups in China, the fast-paced life and work pressure make more and more office workers rely on coffee. People’s demand for coffee has changed from quantity to quality, and coffee consumption has become diversified.
 
According to the tmall food trend report, China’s coffee has achieved sustained and rapid growth at an annual growth rate of 15%, which is far higher than the world’s. in 2020, the market scale has reached 90 billion yuan, and the online transformation is still continuing. The offline efforts of the coffee market and the results of online transactions continue to attract attention. Store stars can purchase the same products through online channels with one click, so that they can still maintain delicacy and leisure in both home life and office.
Picture source: tmall food trend report
 
Photo source: Peet’s official tmall flagship store
 
Kevin Tong, chief digital operation officer of Peet’s coffee, believes that the trend of diversification of coffee consumption scenarios has been further accelerated under the influence of the general environment. Domestic coffee consumption is also further divided. Some consumers are more cost-effective, while others are gradually shifting their attention to value, hoping to obtain more high-quality, healthier and more flavored coffee choices, thereby driving the sales of fine coffee.

 

It is the consistent quality principle of Peet’s coffee offline stores to advocate fresh small batch manual baking and manual making of each cup of coffee. In order to meet the needs of consumers to enjoy coffee in multiple scenes and in different styles, Peet’s coffee also launched Baili cold extract coffee carry on bag, selected Baili cold extract coffee beans suitable for making cold extract, and developed baking curve exclusively to preserve the freshness and aroma of coffee to the maximum extent. Even if you use cold bubble, you can also taste the unique BlackBerry aroma and lime juice.

“Drink coffee quality, drink coffee creativity” has become one of the ways for young consumers to add interest to life. The popularity of homemade raw coconut latte and dirty coffee is high, and these trends drive the market growth of various coffee liquors.

 
For example, yongpu Jasmine coffee liquor, a domestic innovative brand, mainly focuses on 10 times concentration, no wind, zero fat, no burden, instant dissolution in 1 second, 365 days of normal temperature storage, all kinds of ice / hot water, milk, tea, fresh flower fragrance and mellow taste. It also supports various types of DIY special coffee. Since the launch of tmall platform, it has received amazing sales.
 
Image source: official flagship store of yongpu tmall
 
As a highly concentrated product, coffee liquor not only has a smaller volume and reduces packaging waste, but also has a larger capacity than ordinary instant coffee and is more convenient to carry and store. The increasing demand of global consumers for outdoor and home coffee makes the coffee liquor market have broad prospects. Major coffee brands are also constantly studying new and attractive processes to improve and increase the aroma, quality and flavor of coffee liquor.
 
Changeable taste, reflecting colorful life
 
A good dish stresses “color, aroma and taste”. In the food and beverage market, consumers’ pursuit of product quality has never stopped.
 
The novel taste can break the multi category barrier, and the multiple experiences can also bring more surprises to consumers. On major social platforms, young consumers have begun to express their love for new products by describing their taste. “Soft waxy”, “thick”, “burst pulp” and “bubble feeling”… Tmall report points out that more “cross-border and broken circle” products are presented to consumers in a more three-dimensional image. Old tastes are matched with new ones, cakes pursue soft waxy and delicate taste, and drinks pursue strong and mellow flavor, which have become hot spots at present.
 
Fresh words: a new chess game of low-temperature milk
 
(1) Changes in low-temperature milk consumption groups, driving fresh consumption
 

According to the data of Daxue consulting, in 2020, China’s dairy product revenue exceeded 572 billion yuan, with a total consumption of nearly 28 million tons, making it the second largest dairy product market in the world after the United States.

 
Low temperature milk is becoming a new focus of competition in all sectors of the dairy market. Whether driven by the general trend of pursuing fresh and natural consumption, or compared with other countries, the huge increment space of domestic per capita low-temperature milk consumption makes the low-temperature milk show a high speed far higher than other categories.
 
Photo source: official flagship store of tmall in Beihai Ranch
 
Bailey, head of tmall food’s low-temperature milk industry, believes that consumers are becoming more picky. The requirements for low-temperature dairy products are no longer just nutritional supplements of protein and calcium, but more extreme taste, rich taste and even better packaging design. Secondly, consumer demand scenarios are more diversified, such as children’s yoghurt, zero sucrose, afternoon tea and full stomach. Such scenarios, as well as post meal digestion assistance and coconut milk with coffee liquor, are all diversified scenarios.
 
Major brands have continuously launched products that meet the consumer segmentation scenarios, such as Greek yogurt and pop bead yogurt that are more snack oriented and dessert oriented; Prefer to drink raw coconut milk and chocolate milk
Our island’s Greek yogurt focuses on the concept of “a new generation of technology, a new generation of nutrition and a new generation of taste”. The product adopts the whey filtration technology of German GEA company to separate the whey and leave a thicker semi-solid curd. The 4-fold filtration and concentration process continues the thick and silky characteristics of Greek yogurt.
 
The tmall trend report shows that there is still more room for the yogurt dessert track. Fruits and nuts and yogurt have become new desserts, which have a broad population base, are loved and recognized by many sports experts and fashion people, and become a new nutritional choice for young people.

 

Everyone is drunk when he is not drunk: a new wind blows in the wine market
 
(1) The consumption of alcohol has changed greatly, and women have increased and become younger
 
The changes in consumption demands and consumption scenes are the biggest changes in the liquor market. Instead of the new year’s party and business etiquette demands dominated by high alcohol, consumers have begun to meet the new demands of self relaxation and self satisfaction; Mainly low alcohol or even non alcohol fruit wine and bubble wine, a small drink has gradually become the daily habit of female consumers. “The great battle of mixing wine at home” and “wine suitable for girls” have become hot search terms on the Internet. More and more young women are willing to break their limitations and add interest to their personal life.
 
Photo source: Rio Ruiao tmall official flagship store
 
The person in charge of the low alcohol industry of tmall food understands the changes in alcohol consumption in this way: when drinking, women will pay more attention to whether the product is sweet and delicious, whether the taste is spicy and bitter, and whether the packaging value is high or low. The “emotional value” of alcohol has gradually exceeded the “functional value” of alcohol; Jump out of the specific scenes of banquets and entertainment and penetrate into the daily scenes of more consumers. After 1990 and 1995, it became the main consumer group in the liquor market. The relationship between drinking and “mood” is becoming increasingly close. From friends gathering to personal relaxation, from indoor to outdoor clocking, drinking has gradually evolved into a daily habit.
 
(2) Craft Beer: diversification of flavor and scene
 
In recent years, craft beer has gradually entered ordinary people’s homes from the niche market. Compared with the mainstream industrial beer in the market, craft beer not only reproduces the classic beer style in history, but also creates a new brewing method and taste.

 

Picture source: Fujia tmall official flagship store
 
Tmall trend report points out that craft beer brings not only changes in ideology, but also all-round beer industry upgrading from the production and processing of beer raw materials, beer brewing equipment and technology, beer drinking and evaluation. From fruit and flower fragrance to tea / coffee mix, infinite creativity brings extraordinary taste and inspires more explorations of alcohol lovers.
 
According to the data, the year-on-year growth rate of craft beer with diversified flavor in 2021 is far higher than that of the market, and the potential track is infinite. The head brands such as 1664 and fujiaba have upgraded their products and launched new products according to the trend of segmented taste and fragrance. There are also new and cutting-edge brands in the domestic market, bringing a multi flavor and new taste sexy experience to ordinary consumers in the new world of craft brewing.

 

(3) Low alcohol drink: Creative flavor

 

The trend of younger drinking has led to the emergence of more sub categories, and consumers who are keen on getting drunk
In the next issue, foodaily will analyze the last two hot spots in tmall food’s “2022 food and beverage innovation hot spots” trend report – “eat according to the time” and “taste of home”, and experience the new climate displayed by the food industry from the time and space dimensions of seasons, seasons, hometown and home.
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Blockbuster | new energy and new taste: tmall food released an interpretation report on innovation hotspots (II)

(2)鲜奶饮品化:直饮特调新宝藏

 
足不出户,享受最新美味。和咖啡市场类似,鲜奶自由也让广大消费者实现了“家庭奶茶店”的梦想。社交平台上有关“鲜牛奶怎么搭配、怎么喝”的词条热度不减,混合搭配增加了人们享用低温奶时的浪漫体验。
 
图片来源:简爱食品天猫官方旗舰店
 
在喝出鲜奶新花样这件事上,简爱在3月底推出的生椰牛乳已经成为很多家庭今年的夏日宝藏饮品。该产品用90%的高品质鲜牛奶搭配无添加的椰浆,极简配料让健康和美味得以交汇,消费者在家就能复刻出流行于大街小巷的经典美味。
 
朴诚乳业市场中心总经理刘睿之表示:近年来低温奶市场保持了稳健的增长态势,消费者对于健康需求又提升了一个新的台阶。既要更高的营养物质,又要醇厚的口感,也要极简的配料,还要更丰富的口味。未来品牌还要在一些新场景下探索更丰富产品道路,在这些口味创新上充分去发挥想象力,比如冷萃咖啡、酸奶、咸酸奶、大红袍奶茶等等,得到更多消费者的认可。
 

(3)酸奶甜品化,解锁社交新场景

 
低温奶在国内奶制品行业持续发力,酸奶作为乳制品行业的中流砥柱保持了稳定增长,产品形式越发多样。炒酸奶、酸奶碗、酸奶杯等创意形态渗透到日常饮食场景,风靡社交网络。以创新品牌朝日唯品牧场乳酪为例,采用纯植物基环保纸浆盒,可回收可降解。原材料则是100%生牛乳发酵,酪乳质地醇香浓厚绵密,口感兼具布丁舒芙蕾特色,给奶制品爱好者们带来无限丝滑享受。
 
图片来源:oarmilk天猫官方旗舰店
 
吾岛希腊酸奶,主打“新一代工艺、新一代营养、新一代口感”理念。产品采用德国GEA公司的乳清过滤技术,分离乳清,留下更加浓稠的半固体状凝乳。4倍过滤浓缩工艺,延续希腊酸奶浓稠丝滑特质。
 
天猫趋势报告显示:酸奶甜品化赛道还有更多发挥空间,水果、坚果搭配酸奶成为新式甜品,有着广泛的人群基础,受到众多运动达人、时尚人士的喜爱和认可,更成为青少年人群的营养新选择。
 

酒不醉人人自醉:酒饮市场吹新风

 

(1)酒饮消费变化大,女性增多年轻化

 
消费诉求与消费场景上的变化是酒饮市场最大的变革,摒弃以高度酒为主的年节聚会及商务礼仪需求,消费者开始转向满足自我放松,以微醺悦己为核心的新需求;以低度甚至无醇的果酒、气泡酒为主,小酌一杯逐渐成为女性消费者的日常习惯。“在家调酒大作战”、“适合女生喝的酒”成为网络热搜词,越来越多年轻女性乐于打破自我设限,为个人生活增添情趣。
 
图片来源:rio锐澳天猫官方旗舰店
 
天猫食品低度酒行业负责人段子这样理解酒饮消费的变化:女士在喝酒的时候会更关注产品是否甜美好喝,口感是否辛辣苦涩,包装颜值的高低等问题。饮酒的“情绪价值”已经开始逐渐超越酒精的“功能价值”;跳出宴会,应酬的特定场景,渗透至更多消费者的日常场景。90,95后成为酒类市场的主要消费人群,饮酒与“情绪”的关联日渐紧密,从朋友欢聚到个人放松,从室内到户外打卡,饮酒已经逐渐演变一种日常习惯。
 

(2)精酿啤酒:风味与场景的多元化

 
近年来,精酿啤酒逐渐从小众市场走入寻常百姓家。相对于市场主流的工业啤酒而言,精酿啤酒一方面复刻历史上经典的啤酒风格,一方面又在创造全新的酿造方式与口味。
 
图片来源:福佳天猫官方旗舰店
 
天猫趋势报告指出:精酿啤酒所带来的,不仅仅是思想意识上的变革,更是从啤酒原材料的生产和加工、啤酒酿造的设备和技术、啤酒的品饮和评判等,全方位的啤酒产业升级。从果香、花香,到茶/咖混搭,无限创意带来非凡口感,激发酒精爱好者更多探索欲。
 
数据显示,2021年风味多元的精酿啤酒同比增速远高于市场,潜力赛道风光无限。头部品牌例如1664、福佳白实现产品升级,针对细分口感香味趋势推出新品,国内市场也有新锐品牌强势入局,为普通消费者开启精酿新世界带来多口味、新口感的性感体验。
 

(3)低度酒饮:创意无限的风味

 
酒饮年轻化趋势催生更多细分品类涌现,热衷微醺的消费者对于低度酒饮的探索和热爱逐年上升。低度酒饮不仅在风味、包装上迎合时尚潮流,也因其更显轻松自由的调性成为年轻人的社交载体。
 
图片来源:梅见天猫官方旗舰店
 
Foodaily研究院发现,在2021年,全球低度酒饮销量扩大到6%以上。世界各地的消费者对低度酒的兴趣,已成为一种全年趋势,许多老牌主流品牌也跨界开发了深受年轻消费者欢迎的啤酒、葡萄酒等,推出了许多创新的新产品。
 
以创新国产品牌梅见为例,甄选国家地理标志产品广东普宁青梅,浸渍90天出汁。因其只有12度且口感酸甜,小酌即可享受微醺。作为中式佐餐雅文化倡导品牌,梅见还在打造东方最大梅酒节,输出梅酒文化,拓展梅酒品类。

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总结

 
纵观食品行业的创新历程,往往是伴随着时代发展,不断挖掘新一代消费者的内在需求,推陈出新。食品创新为品牌带来了成长和拓展新市场的机会,也通过品类的逐步细分与多元表现,帮助消费者迸发出更多个性化的需求。天猫食品对于当下消费热点趋势的深度解读,涵盖了饮料、咖啡、低温奶和酒饮等主流饮品。透过它们,我们看到了整个食品行业正在发生的消费转型、品牌破圈,以及以技术、供应链为底层驱动的行业升级。
 
与此同时,天猫食品充分利用平台数字化优势深入细分市场,在品类动态发展过程中找到核心机会点,保持品类螺旋向上的生命力;一方面在新品上,平台产品化工具能够给予商家从洞察到研发到测试到打爆反馈的全链路能力;另一方面在趋势品类上,通过热点趋势报告、内容种草、导购场域联动等方面与品牌持续趋势共建。
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下一期,Foodaily将为大家解析天猫食品“2022食品饮料创新热点”趋势报告里的最后两个热点——「应时而食」与「家乡的味道」,从时令、季节、乡土与家园等时空维度体会当下食品行业展现出的新气象。

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