2021 white paper on food and beverage industry From Massive engine

The following is the 2021 white paper on food and beverage industry From Massive engine recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

01. Industry background

The growth of food and beverage industry is sluggish, and the stock market competition is fierce

The overall growth of the food and beverage industry is small, and it has been in a state of stock competition for a long time. New and old brands compete on the same stage, and the market competition is extremely fierce.

02. Industry status

Strive for success in changing, food and beverage push forward

Channel change: e-commerce channel has grown significantly, and live broadcasting with goods has sprung up

Sales channel and marketing are the two core elements of food and beverage brand growth. In the early days, the main consumption of food and beverage was offline. Supermarkets, convenience stores and specialty stores were the main sales channels of food and beverage; In recent years, the rapid rise of e-commerce platform makes the residents’ food and beverage consumption shift to the online, and food and beverage are no exception. Especially in the special period of 2020, consumers’ offline activities are limited, and online channels usher in unprecedented opportunities.

Marketing changes: Online popularity continues to rise, and short video / live broadcast has become an important marketing position

As a traffic rookie, short video has also attracted the attention of advertisers. In the past two years, increasing the marketing budget of short video and live broadcast has become the consensus of all industries. In the food and beverage industry, the proportion of short video / live broadcasting marketing budget in 2020 is 9%, which is 36.4% higher than that in 2019. The overall proportion of short video / live broadcasting marketing expenses is close to 30%. Short video / live has become an important marketing position in the food and beverage industry.

The change of supply and demand: industry innovation, new consumer brands emerge one after another

According to the survey of giant arithmetic combined with CTR, the proportion of consumers’ psychological factors in choosing food and beverage has exceeded their physiological needs such as satiety, refreshing, energy supplement and nutrition“ Leisure decompression, physical and mental pleasure “and” rich experience, increase the interest of life “followed closely, and also became the main driving factors of food and beverage consumption. In addition, returning to the product itself, consumers begin to pay attention to the functions and use scenarios of food and beverage. Food and beverage are being redefined for fitness shaping, health treatment, physical conditioning and other scenarios.

Category change: traditional categories have higher online voice, and innovative categories are rising rapidly

Compared with traditional categories, innovative food and beverage categories pay more attention to grass planting with short videos in the process of catering to young people’s tastes. For example, the growth rate of short video content with milk tea as label will be the first in all food and beverage labels in 2020. The popularity of fitness nutrition supplement food, healthy snacks and sugar substitute beverage, which mainly reduce sugar and heat, has also pushed the exposure of subdivided categories online to a new high.

three   Focus analysis of food and beverage segmentation

Strict selection of food, six focuses leading the tongue fashion

Under the theme of health, quality, efficiency and convenience, many subdivided fields of food and beverage set off the road of product innovation, quality upgrading and marketing optimization. With the help of new marketing tools, many new consumer brands catering to market demand rise rapidly and become a new generation of online red food. In 2020, many products focusing on low calorie and healthy nutritional supplement food, low alcohol wine, new tea, functional food, semi-finished instant food, fresh food and other fields will perform well, thus causing the discussion of six key issues in the food and beverage industry.

Focus one: delicious but not fat, the good wish of contemporary food

According to the survey of giant arithmetic and CTR, about 60% of consumers consume leisure snacks, most of them are self willed eaters. They consume leisure snacks, but they don’t choose nutritional supplements. But there are still about 10% of consumers who choose not only leisure snacks but also nutritional supplements, eating, long meat and shaping.

Focus 2: low alcohol, mixed drinks, new fashion of Z generation

In order to meet the consumption needs of young people, all kinds of new wine entered the market. The low alcohol liquor with bubbles, fruit taste, high color value and little freshness set off a slight drunkenness trend. Huge amount of statistical data shows that last year, the short video content and video playback with “slightly drunk” as the keyword showed a high growth. As a transitional product from non-alcoholic consumers to alcoholic consumers, low alcohol liquor has become the “first glass of wine” for many young consumers.

Focus 3: product functionalization, functional food respected by the whole network

In order to meet the health care needs of young consumers, health care brands began to improve the product form. In addition to the traditional oral liquid, capsules, effervescent tablets and chewable tablets, they gradually added soft candy, dairy drinks, ice cream and other functional foods more like snacks.

The young generation immersed in the Internet have fast pace of life and poor living habits. They “stay up the latest night and eat the most expensive” health care products. “. According to the TGI target group index, in the past five years, the penetration rate of functional food among young consumers has increased year by year, and the trend of functional food aging is emerging.

The young people of fancy health care ridicule hair loss and stay up late, and also pay close attention to the way of health care. In the tiktok of young people gathered, the related content and broadcasting volume of health preservation last year have seen an explosion.

Focus 4: technology upgrading, activating “new tea” and “new coffee”

Instant coffee, which used to pursue convenience at the expense of coffee taste, is gradually marginalized and replaced by “new coffee” with freeze-drying technology. With the opportunity of technological innovation, emerging boutique coffee brands can quickly find their position in the market. Taking black coffee as an example, the penetration rate of black coffee will increase by 25% in 2020.

From the perspective of product information acquisition channels, more than 30% of coffee consumers understand the brand and products through live e-commerce, and nearly 30% of consumers will be affected by live e-commerce when making purchase decisions. From the perspective of transformation effect, due to the short transformation path, live e-commerce and short video grass planting have a more direct impact on consumers’ consumption decisions. Specifically, consumers not only obtain commodity information through short video or live e-commerce, but also influence consumption decisions through these information.

Focus 5: young people like fast food, and silver haired people prefer fresh food

In the special period of 2020, the national isolation makes the consumption of life supply more dependent on online channels. The younger generation, especially those who live alone, begin to try their own cooking pleasure; Yinfa group has shifted from supermarkets and vegetable markets to online community group buying, fresh food e-commerce and other channels. The change of living habits of two generations has spawned two major commercial outlets: convenient fast food and online fresh food.

Focus six: wine is also afraid of deep alley, marketing and products go hand in hand

Product is king, which is also applicable in the field of food and beverage. High quality products that meet the market demand have stronger attraction to users, which is beyond doubt. However, in the era of multiple substitutes and product flooding, “wine is also afraid of deep alleys” has become a major anxiety of the food and beverage industry. In recent years, the rise of short video, live broadcast and other new media channels has had a certain impact on consumer behavior attitude and media marketing theory. On the media contact point, anchor recommendation, KOL grass planting and other forms are gradually accepted and the influence is expanding; On the choice of consumption channels, online new channels are more favored by new products and new brands; In terms of marketing methods, the marketing concept of short video full link marketing and short conversion link is widely accepted.

04. Industry trend and Prospect Analysis

Strict selection of food, six focuses leading the tongue fashion

Demand side

Integrating food with pleasure, differentiation and personalization begin to test the water

The only child generation of the post-80s and post-90s, as well as the young people of the post-00s who grew up in the Internet boom, pay more attention to their own individuality and uniqueness. Their consideration of practicality in choosing goods is obviously different from that of the previous generation. Experiential consumption is more and more accepted by young people. It has become a great sustenance of food and beverage consumption to combine food with pleasure and enjoy body and mind through diet. In the future, it will be a trend to create personalized consumption experience beyond the edible value of food and beverage itself.

Food culture value-added, eat well, eat culturally

Consumers pursue personality and experience, pay more attention to story and interest in brand building and communication, share and discuss with users on social platforms, and even the expression pack in chat groups… Food culture and brand culture are constantly being shaped and updated. Consumers participate in it and become the creators and consumers of culture. The catering culture behind food and beverage will be more and more concerned.

High end and cost performance coexist

Under the environment of consumption upgrading, consumers have higher and higher requirements for the quality of food and beverage. Besides the product level factors such as food materials, raw materials, nutrition, taste and appearance value, cost performance is still one of the important factors for consumers to consider. In particular, the current homogenization of serious categories, consumer demand for cost-effective than the brand. In the next few years, when the quality of food and beverage is upgraded, it is inevitable to emphasize the cost performance.

Channel side

The trend of near field trading is irreversible

To be closer to oneself and to obtain goods more easily becomes the public’s choice. The mode of growing grass online and pulling grass offline has gradually become a new consumption pattern in the food and beverage industry.

Tiktok live direct operation

In the new era of deep integration of content and consumption, real-time interaction between brand and user, live broadcast will become a normal business model.

Marketing side

Marketing activities are more frequent and forms are more diversified

Food and beverage are relatively high-frequency necessities consumption. Lengthening the marketing front and shortening the marketing link are the main marketing strategies of the Internet industry.

Content management, advertising boundaries increasingly blurred

Content is advertising, and the boundary between them is increasingly blurred. Take the massive engine as an example, it has the original biochemical and intelligent creative ability of the whole people, and can form a broad influence base through cross platform and multi form content IP; And through the “short medium long live” linkage content products, adapt to different marketing needs, so as to continuously bring higher value to the brand.

Simplify the complex and integrate the quality and efficiency

In the face of this market change, it has become a trend to use brand advertising, effect advertising, talent content, live e-commerce and other marketing tools to build in-depth marketing matrix, widely cover traffic transformation scenarios, and meet the new demands of diversification, comprehensiveness, and integration of quality and efficiency.

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