Have you got creative inspiration for the micro-scene of the refrigerator?
Editor’s note: This article is from WeChat official account “Foodaily Daily Food” (ID: foodaily) , author Foodaily.
The epidemic has accelerated the rise of the home consumption scene. Behind this correct truth but not knowing how to use it, what opportunities does it bring to the food and beverage industry? In fact, home consumption reflects changes in consumer behavior, and changes in consumer behavior will inevitably bring new opportunities for innovation. And focusing on the “refrigerator” in the corner of the kitchen at home is a good place to stimulate category innovation.
From Zhong Xuegao to Lixiangguo, Zhong Xuegao, who started selling dumplings, swiped the screen some time ago.
I don’t know if everyone was surprised when they saw this news. Many people also began to speculate about the reasons behind Zhong Xuegao selling dumplings, whether it’s the road to breaking the circle that the new brand must go through or many other analyses. In fact, Think about it from another angle. According to Zhong Xuegao’s thinking, the layout of “Lixiang Country” is also reasonable, and this actually reminds us again: “Home consumption” is a consumption scene that is very worthy of attention.
In addition, the epidemic has unintentionally accelerated the rise of the home consumption scene, which has also allowed Mondelez, Pepsi, Nestlé and other giants to constantly mention home consumption in their global strategic layouts, and start layouts from different categories.
In addition, Foodaily will be one of the 12 major commercial hotspots in 2021, “New Youth Kitchen, a reinterpretation of everything from staple food to seasoning”It is mentioned that the new generation of young people’s attitude towards “cooking” is also an important factor that affects how to explore the home consumption scene.
The superposition of the above multiple factors will bring what kind of opportunities for home consumption that has been shouting for so long, and which sub-categories will pave the way for innovation? Today we will focus on the protagonist in the kitchen from home consumption-the refrigerator micro-scene, let’s take a look at the hidden innovations in the small refrigerator that deserve attention?
Into the familyRefrigerators, frozen desserts are gaining momentum,Meiji and Unilever are more aggressively harvesting in China
Going back to the Zhong Xuegao-style thinking mentioned at the beginning, from frozen desserts to frozen fast food, what we see on the surface is a big leap in category. But in fact, they did not leave the home consumption scene, and even concentrated on the micro scene of the refrigerator.
As we all know, Zhong Xuegao’s goal at the beginning of the establishment was to create an ice cream brand for middle-class family warehouse consumption. In 2018, when Zhong Xue Gaogang was established, the penetration rate of China’s packaged ice cream in household consumption was less than 50%, while in many European and American countries, it was above 80% (from Kantar statistics).
Picture source: Zhong Xuegao
Nowadays, Chinese urban households’ spending on ice cream at home has increased by as much as 18% year-on-year before the outbreak, and this number has soared after the outbreak To 37%. Although the epidemic has contributed more than half of the growth, we have seen a counterattack in the sub-category of frozen desserts, out of the shackles of summer convenience stores, and on the supermarket shopping list of Chinese families, and even become a high-value social Sharing tools.
Related data show that in recent years, my country’s ice cream production has increased at a rate of 25% every year. It is estimated that by 2021, China’s per capita ice cream consumption will reach 2.9kg. However, compared with the global average of about 4.5kg, there is still a big gap. Coupled with the change in consumption habits where leisure consumption replaces seasonal consumption, China’s ice cream market has a huge imagination, which also attracts major brands to pay attention to this. Subdivide categories.
In June 2020, Unilever, which owns ice cream brands such as Cute Do and Menglong, held an upgrade ceremony for its Taicang production base. It will invest 100 million euros (about 800 million yuan) to build a new ice cream factory. The new factory will Adapt to the needs of personalized customization and cross-border production in the future. It is understood that this is Unilever’s largest investment in the food sector in recent years.
Picture source: Tmall
In November 2020, Japan’s Meiji Group also announced that it would increase its capital by 650 million yuan in Meiji Confectionery (Shanghai) Co., Ltd. to establish ice cream & ice cream The new production base will expand the market share of this business in China. The new factory’s production capacity will be 1.3 times that of the original Guangzhou factory.
In frozen desserts, healthy snacking will be a very important innovation opportunity in the future, such as integration with other categories such as baking and cross-border.
Picture source: Coolhaus
Convenient and fast food in the refrigerator is on the rise.Traditional categories have become the new sweet pastry span>
In addition to the instant noodles, rice noodles, snail noodles and other regional delicacies, there is actually a fast food category that urgently needs rejuvenation in the refrigerator, especially In the Chinese refrigerator, Li Xiangguo seems to have discovered this.
China Commercial Industry Research Institute “2020 China Quick Frozen Food Industry Market Prospects and Investment Research Report” shows that China’s quick frozen food market is expected to be nearly 350 billion yuan in 2025, with a compound annual growth rate of over 10%. In 2019, it has reached 146.7 billion yuan. And this year, driven by the epidemic, the veteran quick-frozen food player Sanquan will launch in 2020The half-year net profit reached 452 million yuan, a year-on-year increase of 409.61%.
Among them, according to the “Data Analysis of Frozen Food Industry” released by iiMedia Consulting, 73.4% of the types of frozen food purchased by Chinese consumers in 2020 will be dumplings and wontons. It can be seen that dumplings and wontons, which can be used as staple foods in people’s daily cognition, and simple cooking methods, are purchased especially frequently. Dumplings are foods that resonate in both the north and the south.
Picture source: Tencent
In addition, the main consumer group of frozen food in China is women aged 26-33 (38.95%). They generally have a relatively high income and pay attention to the quality of family life and The health of the family may also be an important reason for Li Xiangguo to choose dumplings (data shows that Zhong Xue’s first consumer group of high school ice cream is mainly women aged 27-35).
Picture source: Lixiang Country
Following this same idea, in addition to dumplings and wontons, pancakes/hand cakes/pies, buns/noodles/youtiao often seen in the refrigerator Who will emerge in the future for subdivided main foods such as rice cakes/camba, glutinous rice balls/yuanxiao? How can you stand out?
When young people become the main consumer, in addition to convenience, health and a sense of ritual are the key factors for choice. As the pace of life accelerates, young people have less and less time to prepare meals at home. They need a fast and truly healthy solution. The overall upgrade in quality and taste will make more and more young people Willing to choose quick-frozen food.
The regional flavor meets the hometown’s stomach. For a long time, the innovation of quick-frozen products has only cared about convenience and popular tastes. Everyone, every family, and every region’s “hometown taste” is what every young man who works hard in different places really desires. The hotness of Hubei, the hemp of Sichuan, the sourness of Shanxi, the sweetness of Jiangsu and Zhejiang, the pastries of the south, the spring rolls of the north, the Wowotou of the northeast, and even more local characteristic street snacks can become the innovation direction of quick-frozen food.
The refrigerator gives a lazier choice of baked goods
First of all, the bakery category is a category that is deeply affected by household consumption, especially the “home-baking wave” that was set off during the epidemic in early 2020. It once became a household New “Entertainment”.
According to CBNData’s “2020 Tmall Food Baking Industry Trend Report”, the Tmall platform baking market has developed gratifyingly in the past three years, and both the scale of consumption and the number of consumers have shown an upward trend. Given the large consumption of baking appliances in previous years, the scale of consumption of baked goods has increased rapidly this year. In the purchase of bakery products, women accounted for 80%. The post-90s and 95s have driven younger generations, and the exquisite mothers also showed strong purchasing power; but compared with the regular customers, the proportion of male new customers has increased significantly.
With the increasing maturity of the baking market, various types of prefabricated semi-finished products/premixed powders are emerging in an endless stream; it can not only avoid complicated production procedures, but also enjoy the fun of baking, which has become a gospel for baking lovers.
But with the amazing growth rate of the various semi-finished crusts, bottoms and shortbreads stored in the refrigerator, we should be aware that for the young people in this class, gourmet DIY It can bring a good leisure time, but efficient, convenient, time-saving and labor-saving are the guarantees for young people to buy frequently.
For example, quick-frozen biscuits are examples of making young people lazier. Foodaily found that in the United States, many bakery stores have already launched quick-frozen bakery products, and 90% of the biscuits and other products sold abroad have been baked, with clear follow-up instructions to help consumers copy them out in the bakery stores. The finished product has the same complete taste and taste, and even the texture of the surface of the product can be guaranteed, making simple production more ritual and fulfilling.
And Levain B, an American bakery brandAkery adheres to the concept of “letting consumers do less”. After discovering that refrigerator refrigeration can ensure the integrity of the taste and texture of cookies, it then launched quick-frozen cookies. Consumers can experience the joy of doing it by themselves and eat the deliciousness of freshly made products simply by operating the recipe guide.
Image source: Facebook
The lazy cooking bag in the refrigerator,let you become a chef’s secret weapon in seconds
Free from heavy and trivial housework, the purpose of New Youth Kitchen is to enjoy a higher quality of life with less time cost. The small cooking videos that can be seen everywhere on social networks, the huge fresh food e-commerce companies…all signs are supporting this fact. Food brands are also targeting this opportunity to make young people fall in love with the kitchen and provide young people with better and more convenient cooking solutions.
Among them, lazy cooking bag is an opportunity that cannot be ignored, and it is also a category derived from the migration of consumption scenes and behaviors. It must have a dine-in-like enjoyment, and it is more time-saving and labor-saving than takeaway and convenient fast food. The demand for exquisite and lazy food brings higher requirements for cooking bags.
Japan’s Asahico Co., Ltd. is a brand that focuses on tofu products. It has launched a convenient salad tofu cooking bag, and is aimed at people who lose weight. It is paired with salads as a selling point. The taste is slightly firmer and comes with the packaging. Salad dressing. You only need to drain the water out of the package and serve with a salad of various vegetables. It is also very suitable for a fast-paced lifestyle.
Let’s look at another excellent product-fried beef potato cake, also from Japan. It is a croquettes made from French beef broth, and it is served with a delicious multi-meat sauce. Whether it is fried or microwaved, it can be eaten after simple cooking, and it is also suitable as a side dish for lunch, which greatly meets the needs of consumers.
From the above, it can be seen that quality, efficiency, health, and sense of ritual are the keywords of innovation based on the micro-scene refrigerator. In addition, the freshness represented by the refrigerator is also bringing new innovative keywords to other categories such as snacks. More ideas let us look forward to.
It is true that the epidemic has accelerated the rise of the home consumption scene, but is this a correct truth but I don’t know how to use it? Obviously, home consumption reflects the change of consumer behavior, and the change of consumer behavior will inevitably bring new innovation opportunities. And focusing on the “refrigerator” that stays in the corner of the kitchen at home is a good place to stimulate product innovation.