The food industry is constantly creating new products and plays an important role in business growth. Relevant data shows that a large number of new products emerge in China's FMCG market every year, accounting for 46% of the growth of FMCG.
That's because, as one of the industries closest to the end consumer, the food industry is faced with a rapidly changing market and rapidly changing consumer behaviors, and the absence of new products means that it is difficult to achieve new growth in the market. But wave after wave of new products continue to be born, after a gust of wind, what products remain?
Today, Nashi and the vane of the FMCG industry immediately launched the TOP10 list of new product sales in six categories in October, covering packaged water, functional drinks, ready-to-drink coffee and tea, soft drinks and other industry tracks, accurately capturing the trend of new products. The new products on the list come from products that were first monitored by the Instant Win offline retail monitoring network in the month before the month. The ranking and median price data are derived from the category market share and the actual median sales price of the product in that month.
Next, let's take a look at which new products stand out in the market in the six categories
For a long time, there has been a saying in the packaged water industry that "those who get water get the world", and in the promotion of the top 10 packaged water sales, the water source is still the golden sign of the regional brand. For example, Dongting Mountain Spring selects natural high-quality water sources from the south of the Yangtze River, and its three main water sources, Anji Longwang Mountain, Suzhou East Dongting Mountain, and Liyang Wawu Mountain, are all concentrated in the Yangtze River Delta regionThe natural spring water of Huangshang originates from Dabie Mountain.
The consumption scenario of packaged water is more subdivided, and bottled water is advanced to large barrels and boxes. For example, aiming at the tea scene, Kelan launched 15L of tea, lock the tea-making scene;Hanyangshan 15L launched Yuyangshan spring water to lock in the family consumption scene. In addition, the sales volume of Dongting Mountain Spring Drinking Natural Water, Zhongwo Alkaline Water Original Flavor, and Benyou Drinking Natural Mineral Water Tank Products are also ranked higher.
In the past two years, the functional drinks market has been becoming increasingly attractive to consumers, and according to Frost & Sullivan's report, functional drinks are now the second fastest growing segment of China's beverage market. The boom in the market has also led to the emergence of more new products.
Energy provision is still the mainstream trend in energy drinks. Although the functional drink market is full of flowers, with sub-categories such as beauty, weight management, and immunity appearing, functional drinks are more used to improve one's own energy and replenish physical strength.
In addition, health, low sugar, and more diversified flavors are also obvious consumption preferences of consumers.
From the top 10 sales of new functional drinks, it can be seen that the aliens under Yuanqi Forest continue their healthy minds and launch low-sugar products, which are quite popular with consumers, and their sales rank among the top two. In terms of taste, consumers have a richer choice, such as Alien's launch of two flavors of vitamin C water, such as water cherries and cranberry flavor and Sicilian lemon flavormaxx0 launches mint and wild lemon flavors.
With the rise of health and national tides, the soda industry can be said to be surging, "fairy fight", not only Coca-Cola, Pepsi and so on that occupy a dominant position in the soda industry, but also domestic soda represented by Tianfu Cola, Huayang, etc., in addition to the emergence of foreign cross-border players such as Tsingtao Beer.
Among the top 10 new soda sales, Coca-Cola is still the most Xi soda brand that consumers are most accustomed to buying, and its sales volume occupies the top twoIn addition to classic products, sugar-free sodas, Coca-Cola sugar-free, Coca-Cola soda and Coca-Cola carbonated drinks at zero degrees in the next 3,000 years have also become popular among consumers.
As a beverage that people consume more frequently on a daily basis, people also prefer to buy soda products in boxes. It can be seen from the top 10 new soda sales that among the top 10 best-selling products, except for the first-selling Coca-Cola sugar-free Coke in the next 3000 Coke-type soda, which is 330ml, the second to tenth best-selling products are all soda products in boxes or large bottles.
Judging from the introduction of ready-to-drink tea, the ready-to-drink tea industry has entered the "involution period" of enterprises, especially in the product raw materials. For example, Master Kong's Dahongpao bottled milk tea black tea is newly used in Wuyi Dahongpao, which is extracted from real teaCha Xiaokai's four new products Biluochun, Jin Junmei, Yanbo Longjing, and Dahongpao Original Leaf Tea Tea Flavor Series belong to China's top ten famous teas, and the raw materials are selected from high-quality teas in the core production areas. On **4-55 yuan is still the mainstream ** band.
In the top 10 new sales of plant-based protein beverages, it can be clearly found that the current plant-based protein beverage products are rich in categories and the trend of diversification of consumer demand is obvious: in addition to walnut milk, nut soy milk, oats, almond milk, raw coconut milk, coconut water, etc., are also widely loved by consumers.
From the perspective of enterprises, in addition to the enterprises that have been deeply involved in plant protein beverages for many years with six walnuts and beans, there are also Mengniu and Tianrun in the dairy industry and cocoa full scores, and there are more and more market entrants.
Among the top 10 new yogurt sales products in September, regional dairy companies are the mainstay, but there are also cross-border players such as Angel Yeast and Haojiayi who are deeply involved in other industries in the food industry.
Although the overall growth of the yogurt industry has slowed down in recent years, it can be clearly seen:
First, yogurt has changed from "drinking" yogurt to "eating" yogurt, and chewing yogurt accounts for the new mainstream, such as Xuelan, a brand of New Dairy, launched Xuelan Mixed Fun Yogurt Bowl, Tianyou Dairy launched Tianyou chewing yogurt series, and Haojia Yichangrun launched 100% raw milk chewing and strawberry yogurt. Second, consumers also prefer a variety of novel and diversified yogurt flavors, such as ice cream yogurt, soy sauce sour milk, sea salt and avocado flavor.
In this process, Nashi found that in the context of diversified categories and diversified consumption, the innovative products of most food companies are more likely to show a trend of "small innovation".Small brands pay more attention to the subdivision track;Food companies frequently cross borders.
Next, more new products will emerge in the food market to accelerate the release of the market vitality of the category, and Nashi will continue to pay attention.