The New Year is a peak season for snack consumption. However, as consumer demands change and health awareness increases, the market landscape for New Year snacks is undergoing profound changes. From traditional high-sugar and high-salt snacks to healthier and functional products, and from single-channel offline sales to an integrated online-offline model, the snack industry is facing new opportunities and challenges. China Food Exhibition will explore how brands can find growth opportunities in new consumption trends by examining four major changes in the snack market.

I. Health Orientation: Snacks Are No Longer Just "Junk Food"

In the past, snacks were often regarded as "junk food." However, today, consumer attention to health has significantly increased. According to the "2024 China New Spring Festival Gift Box Consumer Behavior Insight Report," nut gift boxes have become the top choice for consumers, accounting for 46.3%. Traditional high-sugar and high-salt snacks are gradually being marginalized. Consumers are willing to pay a higher premium for "healthy concepts," and healthy snacks and nuts have become the fastest-growing categories.

Snack brands are tearing off the "junk food" label and focusing on health. For example, BESTORE has proposed the brand proposition of "natural and healthy new snacks" and introduced the "five reductions" (less salt, less oil, less sugar, less fat, and fewer additives) standards, highlighting high-quality ingredients and no additives. This health-oriented transformation not only meets consumer needs but also opens up new market space for brands.

II. Cost-Effectiveness: The "Mass-Market" Trend of Premium Snacks

In recent years, bulk snack stores such as "Snack World" and "Zhao Yiming Snacks" have expanded rapidly, attracting a large number of consumers with their low-price strategies. However, this model also faces bottlenecks: while white-label products have price competitiveness, quality control issues frequently arise, leading to low consumer trust and the closure of some stores.

Facing price-sensitive and demanding consumers, brands need to provide "premium cost-effective" products. For example, Three Squirrels has achieved profitability by introducing products that are affordable yet high in quality through refined management of raw materials, processing, and logistics. This strategy not only enhances brand competitiveness but also meets consumers' dual needs for high quality and cost-effectiveness.

III. Chinese Flavors: Capturing Chinese Palates with Traditional Tastes

With the vigorous development of domestic snack brands, the dominant position of traditional sweet snacks is gradually being broken. Chinese-style snacks, with their unique flavors and cultural connotations, are increasingly favored by consumers. For example, local specialty snacks like Lay's Snail Rice Noodle-flavored chips have frequently gone viral, showing the huge potential of new Chinese-style snacks.

Yanker shop Food has taken the lead in proposing a "new Chinese-style snack" strategy, combining Chinese dining culture with snacks. For example, it launched ready-to-eat tripe with flavors similar to hot pot dipping sauce, successfully creating an exclusive memory of traditional taste. Through the triple advantage of "ingredients + flavors + culture," the brand has built a strong market barrier.

IV. Emotional Value: Snacks as an Emotional Outlet

According to the study "The Psychology of Snacking," emotions play an important role in snack selection. 82% of consumers said they would purchase snacks for their "emotional value." For example, when watching TV dramas or going on dates, consumers tend to choose snacks that satisfy cravings rather than those that provide a strong sense of fullness.

Snack brands can meet consumers' emotional needs through innovative product design and marketing strategies. For example, Busy For You launched the "Snack Big" store format, attracting consumers with its large-scale and eye-catching SKUs. Want Want Group's LONELY GOD has engaged in "dark reversal" marketing by inviting high-profile influencers to participate, stimulating consumers' curiosity.

V. Branding: Competitive Strategies in a Micro-Growth Market

Against the backdrop of an overall slowdown in the snack market's growth, brands need to capture consumer attention through innovative product categories. For example, Jinzi Food became the "first stock in fish snacks" with its "deep-sea fish" and launched the "Seven Doctors" quail egg brand, successfully creating a second growth curve. By labeling products as "healthy" and "high protein," the brand stands out in the fiercely competitive market.

Although online channels are growing rapidly, offline channels remain the primary scene for snack sales, accounting for as high as 82.6%. Brands need to enhance interaction with consumers through offline layouts. For example, Three Squirrels has expanded its offline market by acquiring bulk snack brand "Love Snacks" and discount retail brand "Love Discounts." Cha Yan Yue Se has opened "fresh tea drinks + bulk snack stores," making snacks the second growth curve of the brand.

VI. Conclusion

As the snack market shifts from "rapid growth" to "micro-growth," brands need to innovate in multiple dimensions, such as health orientation, cost-effectiveness, traditional flavors, and emotional value, to meet consumers' increasingly diverse needs. At the same time, brands must continue to invest in product innovation and offline channel layouts, creating blockbuster products and strengthening brand power to consolidate market share. In the future, only by continuously adapting to market changes can snack brands find new growth points in the fiercely competitive market.

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Source: Brand Topics

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