The report shared today is: 2023 Chinese Consumer Eating and Drinking Observation Report.
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Abstract: The report shows that in the present, modern consumers are facing various challenges and pressures, and metaphysics seems to have become an emotional sustenance. From temple coffee to vegetarian cakes, brands convey emotional values through "Buddha-like" products and words, building spiritual resonance with consumers. Scientific testing also plays an important role in meeting the individual needs of consumers, providing them with more accurate selection support.
With the rising cost of living, consumers are more inclined to a "small, smart, refined, new, and complete" consumption model. They are willing to find a moment of alone time in their busy schedule, while also enjoying the joy and relaxation of outdoor camping and participating in trendy niche sports.
While pursuing fashion, consumers are also pursuing retro nostalgia emotions. By excavating retro and nostalgic scenes, brands have satisfied consumers' emotional sustenance, and at the same time integrated new technologies to form new products and new experiences, meeting the consumer needs of pursuing freshness.
In the post-epidemic era, consumers pay more attention to the practicality and cost-effectiveness of products, and pursue rational and pragmatic consumption characteristics that are exquisite and experience-oriented. They not only inquire about product information in detail before consumption, but also show a certain demand for early adopters.
Consumers are increasingly focusing on the expression of their emotions when it comes to food choices. Food and beverage companies need to pay attention to the emotional needs of consumers, and combine the rigid needs of thirst quenching and satiety with the choice of sweet pastime to create products with more emotional value.
IP co-branding has become a normalized operation method for food and beverage brands, and co-branded products arouse users' emotional resonance and increase sales influence. Anthropomorphism, personalization and other forms of the brand can also drive consumption, convey the brand concept, make professional content more interesting, and continue to develop derivative content.
The city's food culture can often become its business card, and measures such as the city's official marketing and the opening of "village super" are driving consumption and traffic, and have become an important means of marketing.
Immersive experiences in multiple sensory dimensions have become an increasingly desirable goal for consumers, and brands can accelerate product innovation and increase the certainty of product launch success through taste exploration solutions, advance layout and precise mining.
The application of artificial intelligence technology will bring a new marketing paradigm to the food and beverage industry, provide personalized experience, and provide enterprises with convenient, diversified and accurate marketing methods.
Brands need to clearly understand the characteristics and needs of the target group, find the circle that fits the brand, and serve the hearts of consumers through different dimensions of content.
Excerpts from the report are set out below.
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