As a key flavor of the New Year, nuts always occupy a place in the consumption of New Year's goods, but this year many people have found that people seem to be more enthusiastic about this "New Year's flavor". Recently, as the New Year approaches, the sales of snacks and nuts have increased significantly, both online and offline.
Taking Douyin and Vipshop as examples, the sales of nut snacks such as macadamia nuts, cashew nuts, and pistachios on the Vipshop platform have increased by more than 5 times year-on-year, and the sales of nut gift boxes have also increased several times year-on-year, and a large number of consumers have placed orders passionately. One of the herb-flavored nut gift boxes sold 16More than 60,000 orders.
In the buyer show, a large number of buyers even bought directly into boxes, and bought several boxes at a time, indicating that they not only needed their own needs, but also prepared to visit relatives and friends during the Chinese New Year as souvenirs, or send them to employees.
At the same time, the nut snack brand has also been releasing good news recently. For example, according to the data on January 16, the sales of BESTORE New Year's gift boxes increased by 150% year-on-year in all channels. During the Douyin event, BESTORE had a total GMV of nearly 60 million yuan, and it became the top 1 brand in the Douyin industry for three consecutive days. At the same time, its first-class channel New Year's standard gift box was sold out in advance on January 15, and sales increased by 115% year-on-year.
Three Squirrels also announced that as of January 15, two-thirds of the sales time process of the 2024 Goods Festival has been reached, and the company's omni-channel sales have exceeded the total amount of the whole cycle of last year's New Year's Festival.
The consumption of dried fruits is becoming more and more popular, and many people feel the strong flavor of the New Year in the hot consumption, and the contribution of young people is not small. According to a survey report, the consumption of dried fruits and roasted nuts has a clear trend of youth. Among China's dried fruit consumers, young people aged 18 to 34 account for 66%, of which 45% are 25 to 34 years old.
In addition, the explosive growth of nut gift boxes this year is also due to the adjustment of product ** by snack brands. According to the data, this year, the brands are collectively "rolling"**As reported, the three squirrel macadamia nut products in 2023 will be 30% lower than last year, and the price will only be more than 20 catties.
There are also e-commerce platform activities to create cost performance for nut New Year's goods, in the main brand discount of the Vipshop, three squirrels and other well-known brands of nut gift boxes** this year's downward trend is obvious, a number of best-selling gift boxes compared with last year's goods of the same specification** decreased by more than 10%. In addition, the number of gift box products within 55 yuan has also increased significantly.
With the upgrading of consumption, China's dried fruit market is in fact expanding, basically covering consumers of all ages, more and more consumption scenarios, and the current outbreak of nut consumption is just the tip of the iceberg.
Relevant data show that the annual per capita consumption of almonds, cashews, macadamia nuts, pecans and walnuts is only 023 kg, the United States, Japan and the global average in the same period were 8 times, 2 times and 2 times that of China, respectively, pointing to the huge growth potential and development space of the dried fruit category in China's market.