How are mooncake sales this year? Is the pastry market good next year? What baked goods will be popular? At the "2023 China Bakery Association Pastry Professional Committee Council and National Moon Cake Industry Summary Meeting" held by the China Bakery and Sugar Industry Association (hereinafter referred to as the "China Bakery Association") a few days ago, the relevant person in charge of the China Bakery and Sugar Products Industry Association introduced that the production and sales of moon cakes in 2023 will increase slightly year-on-year, and profits and profit margins will decline. However, in the first three quarters of this year, the total revenue and profit of enterprises above designated size in the baked food and sugar products industry increased significantly, and in the future, opportunities and challenges coexist in the development of China's pastry and moon cake industry, and light health, cultural and creative national tide bakery products will become a popular trend in 2024.
According to the statistics of the China Bake Sugar Association, the overall output of the national moon cake industry in 2023 will be about 320,000 tons, and the sales revenue will be about 22 billion yuan. Zhang Shuai, vice chairman and secretary general of the China Bake Sugar Association, explained the reason for the decline in data, "This year's Mid-Autumn Festival overlaps with the National Day holiday, which reduces the attention of moon cake products to a certain extent. Since the beginning of this year, the domestic consumer market has generally shown a trend of insufficient domestic demand and weakening expectations. ”
Although the consumption situation of the mooncake market is not as expected, Zhang Shuai said, "The pastry industry is generally stable, after the Spring Festival sales peak in the first quarter, the performance in the second quarter was flat, and the third quarter was driven by the rapid recovery of the tourism market, and the production and sales of the pastry industry showed strong resilience." According to data from the China Bake Sugar Association, in the first three quarters of this year, the operating income of enterprises above designated size in the baked food and sugar products industry was about 393 billion yuan, a year-on-year increase of 455%；the total profit was about 26.3 billion yuan, a year-on-year increase of 38%; The value of goods was about 13.8 billion yuan, a year-on-year increase of about 10%.
It is worth noting that this year's national standard for moon cakes "General Principles for the Quality of Moon Cakes" (GB T 19855-2023) was revised and released, and will be implemented on April 1, 2024, which will have a far-reaching impact on the industry. Talking about the future development of the industry, Zhang Shuai believes that the development opportunities and challenges of China's pastry and moon cake industry coexist, and industry enterprises should unite more closely, focus on strengthening the traditional culture of Dragon Boat Festival, Mid-Autumn Festival and other festivals, actively change development ideas, and work hard in many different dimensions such as promoting the diversification of sales channels, creating innovative products with local characteristics, better meeting the health and nutrition needs of consumers, and implementing the concept of green environmental protection of the party and the country, so as to continuously improve brand value and cultural connotation, and improve product quality. We will make every effort to build a sustainable enterprise development system to better adapt to future market changes and consumer needs.
What are the specific keywords for the needs of consumers in the future? The "2023 Pastry Category Trend Insight Report" released by Jingdong Supermarket analyzes the performance of Western-style bread and cake and Chinese pastry products in different dimensions such as sales growth, shopping frequency, seasonal consumption, ** band distribution, and typical user portraits, and summarizes the online sales of moon cake products in 2023. The report predicts that comprehensive nutrition, medicine and food homology, light health, raw material upgrading, taste improvement, regional characteristics, breakfast substitution, combination gift boxes, pure ingredients, cultural and creative national tide bakery products will become popular trends in 2024.
Zhu Nianlin, executive director of the China Bake Sugar Association, stressed that the international and domestic economic operation situation and market development logic have undergone major changes, and it is expected that the phenomenon of insufficient domestic consumer demand and weakening expectations will last longer, and the positioning of the industry development into the stage of stock competition is difficult to reverse in the short term. Actively respond to the new opportunities and challenges brought about by the impact of new social e-commerce on the consumer market and consumer decision-making models, increase brand creation, better adapt to and meet the needs of the new generation of consumers, strive to enhance the core competitiveness of enterprises, and jointly maintain and promote the high-quality development of the industry.
Text|Reporter Shi Xiaofei.