The following is the Insight report on food and beverage consumption of generation Z in 2021 From Bli bli insight recommended by recordtrend.com. And this article belongs to the classification: Life data, User Research, research report.
Eating and drinking is a sensory enjoyment that appeals to taste and smell, but now, vision and hearing are also involved in the experience of eating and drinking. Because more and more people learn about special and novel food through video; Evaluated and unpacked video planting grass, a food and beverage product; Learn about the current new dietary fashion through interactive communication with others… In BiliBili, tens of millions of users watch food related videos every month, and their per capita number of videos per month is also increasing. In May 2021, nearly half of BiliBili users will browse the content of the food area. They watched 73 videos per capita, with a year-on-year increase of 37.7%.
Back to generation Z, which is active in BiliBili, eating and drinking is being endowed with multiple connotations by generation Z. whether it is the pursuit of health, quality, tasting and other functions, or the emotional needs of reward, social networking, nostalgia and healing, food and beverage have increasingly become the carrier of Z’s personality and value proposition. Generation Z’s consumption of food and beverage has never been as complex and picky as today. This can also be reflected in their consumption of food and beverage content.
In order to understand the current situation of food and beverage consumption of generation Z, gain insight into the food and beverage consumption demand of generation Z, and help food and beverage brands better and more efficiently communicate with generation Z, BiliBili insight and Nielsen IQ jointly released the new taste group – 2021z food and beverage consumption insight report. Through this report, we can quickly understand the characteristics of food and beverage consumption of generation Z and the consumption proposition rooted in values.
Generation Z, seeking innovation and change, is an active taster of new categories
As an emerging young generation, generation Z has a high acceptance of new things. They constantly explore and try new products and pursue the fun brought by novelty, unknown and mystery.
Reflected in their food and beverage consumption, generation Z has also become a supporter of new products and categories. Driven by the internal psychology of “seeking innovation and change”, generation Z has a higher preference for emerging categories. According to the survey data, the proportion of new beverage sub categories such as bubble water, ready-made milk tea and tea consumed frequently by generation Z is significantly higher than that of non generation Z.
Driven by national tide and early taste Generation Z warmly embraces local emerging brands
In recent years, childhood memories and childhood tastes have triggered a nostalgic upsurge of food and beverage consumption, driving the public’s consumption enthusiasm for local traditional brands and national fashion. Generation Z is also a supporter of local culture and national fashion. According to the survey data, 71% of them prefer Chinese localized national fashion and national style elements.
This has become an opportunity for the rise of China’s local emerging / online red food and beverage brands. The survey data show that in the last three months, 54% of generation Z have purchased China’s emerging / online Red beverage brands, of which 78% have increased the purchase frequency of such brands in the past year; 46% of generation Z have purchased Chinese emerging / online red snack brands in the past three months, of which 71% have increased the purchase frequency of such brands in the past year. Generation Z’s love for local emerging brands undoubtedly gives the industry more new opportunities.
Generation Z of yancon is more easily attracted by food and beverage packaging with strong sense of design
Everyone has a love of beauty, but this is particularly obvious in generation Z. According to the survey data, 70% of generation Z have the tendency of “face control”, and they will be greatly affected by the appearance appearance value when purchasing products.
Therefore, in BiliBili food area, the number of manuscripts related to beauty theme is also increasing rapidly. Many up owners evaluate and try foods with high appearance value, which makes many people marvel that there are such beautiful and interesting foods.
In terms of their food and beverage consumption, when purchasing food and beverage products, they pay more attention to the packaging appearance of products than non-z generation people. In the past year, the proportion of their increased consumption of food and beverage products with high appearance value and strong sense of design was significantly higher than that of non-z generation groups. This means that if you want to catch the greedy insect in their stomach, you must first move their eyes.
Generation Z food and beverage marketing communication strategy
Generation Z, which pursues trends and new products and has requirements for appearance and appearance, seems difficult for food and beverage brands to seize their attention and plant their minds. It is a long way to go to cultivate their brand loyalty. So, how can we narrow the distance with them and have equal communication and dialogue with them, so as to realize the effective touch of the mind? There are corresponding “Wulin secrets” in terms of channels, objects and entry points.
Find the right place: the video platform is the distribution center of generation Z grass planting, food and beverage
The consumption information link of food and beverage products or brands can be basically divided into four links: cognition, grass planting, information collection and interactive sharing. Under these four links, generation Z has completed the process of obtaining information about food and beverage and the mental impact of wanting to buy.
The generation Z information link reflects the characteristics of outgoing lines. The top 3 channels reaching generation Z in each link belong to the online platform. Among them, the influence of video platform is prominent. It is the channel type that ranks first in the three link links of cognition, grass planting and information collection, and ranks second in the interactive sharing link. Therefore, communicating and planting grass on a video platform such as BiliBili has become the choice of more and more food and beverage brands.
Find the right person: excellent content creators are grass growers and translators
As a personalized generation, the information sources of generation Z are not isolated and closed. They will be trusted by Amway, plant grass, try food and beverage products, and have the potential to be planted grass. KOL and stars represented by BiliBili up are the key contacts for generation Z to recognize new products. At the same time, their recommendation is also an important reason why generation Z will be planted with grass by a food and beverage product. Whether there is their recommendation / endorsement is also the main concern of generation Z when buying food and beverage.
The high-quality content creators represented by BiliBili up are gradually becoming the translators of communication between brands and young people, transmitting product information and brand value. More and more food and beverage brands are also aware of this and choose excellent content creators in various fields to continuously communicate with the public, including generation Z. Compared with the same period last year, in Q1 2021, the number of food and beverage brands cooperating in BiliBili increased by 7 times, the number of up owners undertaking these orders increased by 12 times year-on-year, and the overall number of food and beverage orders increased by 14 times. Excellent content creators are trusted by generation Z and favored by brand owners.
Find the right way: start with the content and favorite IP of generation Z
Finding the right place and people does not mean that food and beverage brands can be taken lightly. If they can’t find the right way, they will get twice the result with half the effort. For marketing communication with generation Z, we need to find the right way from the content they care about and like. Generation Z has a wide range of interests and hobbies. In addition to enriching their lives, interest is an important topic in their social life. According to the survey data, 43% of generation Z will share interest topics with people around them, and 39% will communicate and discuss with friends; At the same time, nearly half of generation Z will browse and pay attention to the content consistent with their own interests. Starting from the interest of generation Z, food and beverage brands can undoubtedly add goodwill to generation Z and express their better understanding of generation Z.
BiliBili, which has more than 7000 core cultural circles and more than 2 million cultural labels, gathers all kinds of content and circles of interest to generation Z. The content marketing of the brand in BiliBili presents the characteristics of highly matching with the multiple interests and hobbies of generation Z. Food and beverage brands are not limited to making friends with generation Z in BiliBili food area, but actively communicate and display creativity with generation Z in various districts.
In addition to starting with interest, IP, which integrates creativity and emotion, has attracted the love and attention of a large number of young people, and has gradually become an important contact for the brand to attract generation Z consumption. In generation Z who pay attention to IP or IP image, up to 97% of people have participated in food and beverage IP co branding activities or purchased co branded products, and 87% said that IP co branding can improve their willingness to buy food and beverage products.
In 2020, 250 million people will watch animation, documentary, variety show, film and television and other OGV content in BiliBili. Taking guochuang animation as an example, the brand has deeply integrated its marketing promotion with guochuang IP produced by BiliBili, such as Tianguan blessing, please eat red beans and Sinicized diary, which has won unanimous praise and hot discussion from generation Z and promoted the brand influence out of the circle. More and more brand owners are trying and exploring new ways and new ideas of IP marketing in BiliBili.
As more and more generation Z adults and enter the workplace, as an emerging group, their strong consumption power in food and beverage will be further stimulated by new brands and new products. Developing corresponding products according to their personality characteristics and consumer needs and communicating with them on their active platform in ways and methods they like will be an important secret for food and beverage brands to win the first opportunity and win the first place. BiliBili, as an important platform for generation Z information acquisition and exchange, will also help food and beverage brand owners participate in this interesting and informative feast.
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