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text/ xiao report (wechat official account: wu xiaobo channel)

looking for a dopamine hitchhiker, taking a relaxing trip to a small town, giving hakimi a full sense of ritual, and loving to watch games and performances immersively. today, consumers' ideas and preferences have changed.

these data can explain this new trend:

①in the first half of 2024, blind boxes, scratch cards, pinch cards, fragrances and good luck sprays became the top five emotional products purchased by consumers.

②travel orders to popular county destinations increased by an average of 36%, with the largest number of small cities in hebei, jiangsu, shandong and yunnan.

③in march 2024, the interaction volume on the topic of "pet outfits" on xiaohongshu increased by 676% year-on-year.

④during the european cup, although the prices of viewing rooms and audio-visual rooms increased by 16.8% month-on-month, the popularity of searches related to viewing rooms still increased by more than 2 times.

such high growth trends in categories are also occurring in areas such as clothing, jewelry, home appliances, beauty products, and 3c digital products.

so, what will be the next consumption trend? which sectors have hidden potential categories to be explored?

the xiao report team of wu xiaobo channel has distilled nine high-growth tracks for 2024 based on potential consumer groups, emerging lifestyles, hot topics on social media, etc. let’s take a look.

*note: the article is long, about 8,000 words. you can also save it before reading.

dopamine hitchhikers:

from virtual products to small-value physical goods and pets

philosopher han bingzhe said: "today, what we ultimately consume is not the goods themselves, but emotions. the development of emotions transcends the use value of the goods themselves, and it opens up a new and vast consumption space."

the emergence of internet buzzwords such as "strong crowds and light crowds", "20-minute park", "banana greening prohibited", "crazy work badge", "going to altay", and "ccd camera" all reveal consumers' need for "emotional companions".

zhimeng consulting's survey found that the top three consumer experiences that the public values ​​most in the first half of 2024 are: relaxation and stress relief, health, and physical and mental healing.

1. virtual products are diverse and cater to a variety of psychological emotions

a new type of virtual emotional consumption is emerging. take "einstein's brain" for example. although it is bizarre, its sales volume has reached tens of thousands. the popularity of the topic on taobao has reached 1.303 million, and the number of related products has increased to 321. similar non-physical products include good luck spray, tree hole confession, wake-up partner, and microphone coaxing sleep products.

among the virtual emotional products with the greatest commercial value, games are one of them, and the spending power of otome game players should not be underestimated. otome games refer to dating simulation games for female players, such as "love and producer", "out of this world", "love and deep space", etc.

many brands in the cosmetics, snacks, pet supplies and other industries have successfully attracted the attention and interest of a large number of consumers by jointly collaborating with yiyou ip to launch limited edition game packages, theme exhibitions, peripheral activities and other activities, thereby enhancing brand voice and user loyalty.

2. small-amount leverage consumption to meet social and emotional needs

there is a lipstick effect in economics, which refers to the preference for low-priced products in the economic downturn. in the first half of 2024, blind boxes, scratch cards, pinch cards, fragrances and good luck sprays are the top five emotional products purchased by consumers. the hot sales of these products may be a manifestation of the lipstick effect of this era.

addictive products such as coffee, sugar, and alcohol are also popular among young people. for example, this year kweichow moutai and luckin coffee jointly launched "the first cup of moutai for young people" - jiangxiang latte, and its single-day sales exceeded 100 million yuan.

in addition, the strong demand of young people represented by those born in the 1990s and 2000s for self-pleasing, personality expression, blessings and social interaction has opened up new growth for the gold jewelry market. specifically, in the first quarter of 2024, jewelry products performed well, with total sales reaching 4.27 billion yuan, a growth rate of 24.4%.

in fact, from "buying a product that makes me happy" to "buying a product that makes me happy", the essence of the public's willingness to make small leveraged consumption is to value the emotional value brought by the product in order to meet their own psychological and social needs.

3. furry kids, the dopamine partner in life

even in the current market environment of cautious consumption, the pet economy still maintains a high growth trend and is gradually shifting from daily consumption to spiritual consumption and family consumption.

according to imedia consulting data, the scale of china's pet economy industry will reach 592.8 billion yuan in 2023. the growth rate of the chinese market will lead the global pet market and has broader room for growth.

specifically, products in the new staple food, snacks, health care products, beauty care and other sub-sectors are growing rapidly. in the first quarter of 2024, the sales growth rate of high-meat air-dried/baked food and prescription food for pet treatment exceeded 100%; the sales of pet health products such as cat/dog milk powder, amino acids/vitamins/calcium, iron and zinc increased by 30%-100% year-on-year.

it can be seen that scientific and meticulous pet care will be the mainstream of future development. xiaohongshu's report shows that from pet care to self-care, the younger generation of consumers even regard "having both cats and dogs" as a lifestyle and arrange more ritualistic things for their furry children.

it is worth noting that, analogous to the japanese market which was the first to enter the aging market, the "cat economy" has grown against the trend during the economic downturn cycle. the elderly are also an important customer group for my country's pet economy.

according to publicly reported data, as of august 2023, the number of people interested in pets on the entire internet has reached 323 million, of which 10.6% are aged 46-50 and 19.5% are aged 51 and above. the pet consumption preferences of users born in the 1960s are 1.7 times that of those born in the 1980s.

relaxed traveler:

traveling on a whim has become the norm, and traveling in reverse to small cities

in the first half of 2024, the domestic tourism market continued to "open high and move steadily". from the "little potatoes" in the south rushing to harbin, and then to the "destiny people" exploring shanxi, the potential of tourism consumption has been continuously released.

according to a survey by zhimeng consulting, in the first half of 2024, 88.6% of consumers had more than one travel experience. whether it was a long or short holiday, weekend or weekday, traveling has become the norm.

the reason why it has become normalized is that consumers are no longer obsessed with the "grand slam" or "strategy-style" travel methods, but often originate from a certain segmented factor, such as a performance, a meal, a shopping trip, a partner, or a check-in point.

1. travel in reverse and immerse yourself in a unique town

small cities and county areas below the third tier have become the new favorites of the tourism market. super high cost-effectiveness, novel travel experience, down-to-earth local characteristics, and free and relaxed travel conditions have satisfied the desire and demand of the new middle class for high-quality travel.

according to data analysis from the ctrip platform, luoyang, qinhuangdao, weihai, guilin, kaifeng, zibo, huangshan, tai'an, shangrao and other cities are relatively popular destinations in third- and fourth-tier cities, with an average increase of 11% in travel orders.

anji, tonglu, dujiangyan, yangshuo, mile, yiwu, wuyuan, jinghong, kunshan and pingtan are popular county-level tourist destinations, mostly concentrated in jiangsu and zhejiang regions, with an average increase of 36% in tourism orders.

it is worth mentioning that "business + tourism" has become a new trend. cbndata data shows that due to the industrial cluster effect in many small cities, 37% of business people have visited more than 4 times in the past year. for example, pang donglai has attracted many relevant practitioners to visit xuchang. nearly 60% of business travelers will "connect" the travel content and reserve one or two days to visit the city.

2. museum walks become the new trend

"go to a city for a museum", museums have become the protagonists of this trend.

according to ctrip.com data, the number of museum bookings for the summer of 2024 increased by more than 90% year-on-year. in the notes channel of dianping.com, the number of notes on "100 must-visit museums in summer" increased by more than 250% month-on-month, and the number of people participating in the discussion of the notes increased by 220% month-on-month.

young people have started to come up with new ways to visit museums. on the one hand, they have invented various "new poses for taking photos with cultural relics" and regard museums as places to make wishes. on the other hand, they have turned visiting museums into a "stamp collecting trip" and experienced the same happiness as emperor qianlong, the founder of the notebook.

in addition, museum visits have also driven the growth of the cultural tourism market. taking accommodation as an example, tujia homestay data shows that bookings for homestays around museums during the summer of 2024 are hot, nearly doubling from last year.

the number of summer bookings for homestays around the sanxingdui museum in guanghan increased by more than 15 times year-on-year; the number of bookings for the nanjing museum increased by nearly 1.5 times year-on-year; and the number of bookings for the shaanxi history museum increased by nearly 50%.

immersive players:

watching the game and performance in a sense of atmosphere, creating an emotional community in the carnival

in the past few years, the "hot" offline entertainment has often been escape rooms, script-killing games, board games, or disney, amusement parks, etc. in the past two years, consumers have also had new choices, such as going to the cinema to watch the olympics, going to the hotel to watch the game, or the hot offline performances after the full recovery.

in fact, these scenes all have a strong sense of presence, allowing people to form an intimate emotional community in the atmosphere, detach from the daily life, and feel the carnival. take music festivals as an example. it is considered appropriate to behave in a special way at a music festival, such as the fans of ershoumeigui wearing northeast cotton-padded jackets, the fans of tongyang wearing nezha hairstyles, and putting their arms around each other's shoulders to "play the train".

1. watching the games in an atmospheric way: watching the olympics in a cinema or watching the games in a hotel

this summer, the paris olympics became a new hit in the summer movie theaters. take the table tennis mixed doubles final as an example. on that day, 10 theaters in guangzhou participated in the live broadcast of the game. according to the statistics of dengta data, the single-day box office of the mixed doubles final live broadcast reached 1.15 million yuan, ranking 10th in the country.

on the one hand, the cinema-style viewing experience is immersive enough, with a large screen and surround sound; on the other hand, the social experience in the cinema is also very attractive, and the audience can cheer in unison and even sing the national anthem together. many viewers said that this atmosphere is incomparable to that at home, and it allows people to easily feel the charm of competitive sports.

another way to watch the game with an atmosphere is to watch the game in a hotel. according to data from tongcheng travel, since the start of the european cup, the popularity of searches related to "watching the game room" on the platform has increased by 210% month-on-month; after the knockout stage, the popularity of "watching the game room" bookings has increased by more than 3 times compared with the same period last month. hotels with super large screens and audio-visual facilities are most popular among fans, and hotels near bars and other entertainment venues are also popular choices.

in terms of the distribution of cities for booking of viewing rooms, chengdu, beijing and shenzhen ranked in the top three, and new first-tier cities such as changsha and suzhou also entered the top ten. in addition, the popularity of audio-visual room bookings in third-tier and lower-tier cities has also increased significantly.

in terms of price increase, the prices of football and audio-visual rooms increased by 16.8% month-on-month during the european cup, while the average price of other hotels increased by only 5.2%. it can be seen that although the public is cautious about consumption expectations, they are more willing to spend money on interest consumption and experience consumption with emotional value.

2. sensory experience is becoming more extreme, and the performance economy promotes the new cosmetics industry

the performance economy is one of the consumption hotspots throughout 2023 and will continue to ferment in 2024. young people are no longer satisfied with just watching performances locally, and will also "go to a city for a concert."

data released by the china performing arts industry association showed that in the first quarter of 2024, there were 119,000 commercial performances (excluding performances in entertainment venues) nationwide, a year-on-year increase of 72.71%; box office revenue was 10.8 billion yuan, a year-on-year increase of 116.87%.

it is worth mentioning that the cosmetics industry has become the biggest beneficiary of the online performance economy market after ticketing and tourism. according to the alchemy furnace big data, on the xiaohongshu platform, the cosmetics industry accounts for as much as 42.08% of the distribution of notes related to the performance economy, among which cosmetics products with characteristics such as "shiny, convenient, high-end, exquisite and convenient" are more popular.

new old person with personality:

interest, companionship and social interaction, actively embracing consumerism

as new elderly people, represented by those born in the 1960s and 1970s, enter retirement, the spotlight of the consumer market is shifting from young people to the elderly.

the latest data from the national bureau of statistics shows that by the end of 2023, the number of people aged 65 and above in my country will reach 217 million, accounting for 15.4% of the total population. according to research by the national information center, the current scale of my country's silver economy is about 7 trillion yuan, accounting for about 6% of gdp in the same period.

compared with the "silver middle-aged and elderly" group over 70 years old, who have a strong sense of family dedication, are thrifty and cautious with spending money, today's "silver youth" group represented by 50-65 years old has a stronger sense of personal autonomy and actively embraces consumerism.

taking the data of e-commerce platforms as an example, on tmall, the compound growth rate of consumption of consumers aged 50+ reached 39% in four years; on jd.com, the elderly accounted for 40.7% of the new users in september 2023. during the double 11 period in 2023, the sales of subcategories such as health supplements, smart home, and health care aids on the platform increased by 5-10 times.

overall, this group of new elderly people have demonstrated strong purchasing power - they are more optimistic about their expected spending than young people, pay attention to price-quality ratio and brand, and believe that healthy consumption is a rigid demand and self-pleasing consumption is becoming increasingly prominent.

1. “old but still pretty” is popular, unlocking the new chinese style for silver-haired people

as the life attitudes of the new and old people become younger and more personalized, the silver track has set off a new chinese trend, and categories related to "becoming beautiful" are growing rapidly.

on the one hand, shoes, clothing, accessories, gold and silver jewelry have become hot-selling items. jd.com data shows that among the elderly, sales of designer brand clothing have increased by more than 20 times year-on-year; consumption preferences for new chinese-style clothing, jade jewelry, messenger bags and other products are also high.

on the other hand, the new chinese style of silver hair has also spread to many fields such as diet and health care, skin care and anti-aging. for example, traditional tonics, aging-friendly nutritional foods, health and wellness wine, chinese herbal pillows, milk powder for the middle-aged and elderly, etc., all have considerable market growth space.

in overseas markets, especially japan, major brands such as kao and shiseido have personal care product lines specifically for women aged 50+ and 60+.

this domestic blue ocean track is currently the "main battlefield" for micro-businesses and white-label products, but some leading brands have also begun to enter the market. for example, ysl has differentiated its ginseng product series for chinese women aged 50+, with a price of more than 600 yuan.

in addition, more and more young elderly people are improving their quality of life and making their mood "better" by purchasing small household items such as fragrances and aromatherapy.

2. crossing the digital divide and integrating into smart life

data from the china internet network information center shows that the proportion of elderly netizens in my country has increased year by year. in 2022, the proportion of netizens aged 60 and above reached 14.3%, an increase of 2.7 percentage points from 2015.

new and old people who have crossed the digital divide are gradually integrating into smart life, and have strong demands for smart homes, health equipment, new energy vehicles, etc.

taking smart home as an example, data from the ministry of housing and urban-rural development shows that the direct market share brought by the transformation of home environment for the elderly is as high as 3 trillion yuan, of which smart home is an important part. according to statistics, 65% of quasi-silver families (defined as 50-59 years old) are single-product smart home users, and 5% are full-house smart home users.

3. interest, companionship and social interaction are the “antidote” to loneliness in old age

young people go to work, while new seniors take interest classes, form bands, and go outdoors. according to data from the china musical instruments association, the number of musical instruments owned by middle-aged and elderly people is increasing year by year. at the same time, courses on image etiquette, oriental dance, and folk dance have also driven the growth of middle-aged and elderly clothing, dance shoes, accessories, and beauty products.

middle-aged and elderly men prefer outdoor activities, such as fishing, mountain climbing, etc. jd.com data shows that the consumption of outdoor equipment and cycling sports products by the elderly has increased by more than 50%.

in addition, eco-tourism/health travel has become a more preferred travel method for the new elderly. as of october 15, 2023, the annual travel volume of people over 55 years old has increased by nearly 2 times year-on-year, and the annual outbound travel orders have exceeded 5 times.

finally, from the perspective of the entire silver economy, health foods, medical devices, and women's clothing are still the top three sales of products related to the middle-aged and elderly population. in fact, there is a gap between the needs of the elderly themselves and the needs perceived by their children. elderly physical examinations, travel, and cultural and entertainment products are the top three demands of the elderly for elderly care products for the new and old people.

it is foreseeable that there will be many high-growth categories in the silver-haired track in the future. taking elderly physical examinations as an example, as of october 31, 2023, among the products on jd.com’s “high-end physical examination list”, four of the top five physical examination services are for middle-aged and elderly people.

exquisite alternative party:

emerging lifestyle, focusing on the true value of products

in the first half of 2024, lvmh group's revenue fell by 1% year-on-year, and its net profit fell by 14% year-on-year. gucci's revenue fell by 20%, and its parent company kering group's revenue fell by 11% year-on-year, and its net profit attributable to the parent company fell by 51% year-on-year.

the giants whose performance declined all mentioned the decline in sales in the chinese market. the ceo of swatch, which focuses on high-end swiss watches, described chinese consumers as follows: "they have money, but they are more picky about when and how to spend it."

at the same time, 1688, which focuses on brand substitutes and big-name oems, has seen a surge in users, topping the apple app store free list twice in the past year. the traffic of xiaohongshu, xianyu, and vipshop is also growing, reflecting the young people's demand for sophisticated substitutes.

in the first half of 2024, xiao report conducted a survey on "substitute consumption". the data showed that nearly 85% of people have purchased substitutes in the past year. among them, more than half of those born after 1995 and 2000 believe that substitutes provide a good way to save money.

interestingly, the higher the income of a group, the stronger their recognition of "substitution". among those with a monthly income of more than 20,000 yuan, 26.8% of them are committed to maintaining substitution as a "lifestyle", which is higher than the overall 21.8%.

this coincides with the consumption concept of many new middle-class people. in the "2023 new middle-class survey", 68.4% of the new middle-class people said that they are more easily attracted by the "quality-price ratio" of goods, and they agree that "pure use value comes first, and premium is secondary."

zhimeng consulting survey data also shows that 60.8% of consumers pay more attention to the real value and practical functions of products. among them, 60% of consumers will choose products with hard-core technology, and 21.9% of consumers tend to choose durable products that can be used for a long time.

from the perspective of industry distribution, the concept of exquisite and affordable substitutes has achieved deep penetration in many industries, among which 3c digital accessories are the most popular. the concept of exquisite and affordable substitutes has penetrated widely in fields where women are the main consumer group, such as cosmetics/perfumes/beauty, women's shoes, beauty skin care/body care/essential oils, women's clothing/ladies' boutiques. from the perspective of price distribution, affordable substitute products have formed two significant price thresholds with 10 yuan and 50 yuan as the core.

hard core technology flow:

ai+, technology+consumption gradually become part of daily life

1. ai big model applications are penetrating, and users are willing to consume

in the first half of 2024, ai will gradually penetrate into vertically segmented consumer scenarios from the competition of large models.

data shows that more than 40% of users choose ai smart home appliances as the most commonly used ai products in their lives, reflecting people's high demand for intelligent home devices. at the same time, ai smart companion robots and ai smart dialogue devices are widely used in interactive companionship, indicating that ai products are also widely recognized in providing emotional support.

in the field of ai smart wearable devices and ai smart educational hardware, headphones and learning machines are beginning to be equipped with ai technology, bringing consumers a refreshing experience. in addition, the prices of these products are rising or even doubling, but consumers are still willing to pay.

taking ai smart education hardware as an example, zhimeng consulting data shows that 30% of consumers said they have used related products, of which more than 60% are from families with children, reflecting the advantages of ai in improving learning efficiency and accuracy. according to magic mirror insights data, in the first half of 2024, the learning machine market size will be 1.9 billion yuan, with sales revenue increasing by 203.3% year-on-year and sales volume increasing by 56.7% year-on-year.

in addition, openai's release of its masterpiece once again ignited the topic of ai. the aipc of related products grew rapidly in the first quarter of 2024, with a growth rate of 3652.4%, and a market size of 1.27 billion yuan.

2. using technology to exchange time, “technology +” consumption gradually becomes a part of daily life

in daily life areas such as putting on makeup and taking care of children, consumption is also becoming more technological.

in the field of skin care and beauty, the number of notes with keywords such as "fast", "magic", "tools" and "skills" on the xiaohongshu platform increased by 230% in the first half of 2024. makeup with formula makeup as the underlying logic has become popular, such as symbol makeup, digital blush, and visual center of gravity makeup.

at the same time, young consumers are keen to do their homework on product ingredients. in addition to paying attention to efficacy, they are also beginning to pay attention to the scientific principles and technical means behind the products. qiangua data shows that in the first half of 2024, the number of notes related to "beauty and personal care" increased by more than 84% compared with the same period last year. among them, the number of notes with keywords such as "technology", "research and development", and "technology" increased by more than 220%.

in the field of maternal and child care, the number of notes containing the word "technology" on the xiaohongshu platform increased by more than 140% in the first half of 2024. for example, the number of notes related to "breast pump" increased by more than 75%; smart products such as milk makers, milk mixers, and medicine feeders are also gradually entering the market.

nature lovers:

the sense of naturalness and relaxation in "food and clothing"

according to data from the national bureau of statistics, the average weekly working hours of employees in chinese companies have gradually increased since 2015, reaching a new high of 48.6 hours in 2023. even if we calculate it based on 6 working days a week, the average working hours per day exceed 8 hours. therefore, the public's imagination of life outside the cubicle is particularly concerned with the natural and natural state in terms of "food, clothing and travel".

in terms of dressing, the popularity of "natural dressing" is on the rise. in the first half of 2024, the number of notes related to "clothing and dressing" on xiaohongshu platform increased by more than 120% compared with the same period last year. "natural" and "relaxed" have become popular content keywords, with estimated interactions reaching tens of millions and millions respectively.

in terms of diet, consumers crave natural and healthy food. according to qiangua data, in the first half of 2024, the number of notes related to "food and beverages" increased by more than 110% compared with the same period last year.

among them, "pure", "element", "fresh" and "natural" became the key words, and the growth rate of related notes exceeded 70%. when these data are "translated" to the production and marketing level, they correspond to: ingredient transparency, simplified formula and natural raw materials.

as consumers pay more attention to healthy eating trends, the fresh food beverage market has shown a significant growth trend. for example, prune juice and coconut juice have become popular choices among consumers.

in april 2024, birch sap entered the public eye with highly lauded labels such as "magical water" and "drinkable after drinking". according to the data from giant arithmetic, the search index for "birch sap" increased by 881.28% year-on-year in the first half of the year, and the keyword search index in april alone was as high as 90,432. among them, people aged 31-40 have the highest preference for it, and men account for 62%.

in terms of travel, outdoor sports have entered the era of "amphibious" and "wild". qiangua data shows that on the one hand, the keywords related to land activities, "hiking" and "cycling", have a volume growth rate of more than 400% and 160% respectively. the keywords related to water activities, "stream tracing", "swimming" and "diving", have a volume growth rate of more than 180%, 120% and 98% respectively. on the other hand, the word "wild" has soared in popularity, and the amount of interaction has increased by more than 3 times.

in the consumer market, benefiting from the continued outdoor craze, the growth rates of sportswear, outdoor clothing, and outdoor footwear categories have soared, increasing by 18%, 94%, and 66% year-on-year respectively.

magic mirror insights data shows that among the current shoe and apparel concepts, concepts related to outdoor sports, such as extreme cold protection, combat pants, and windproof, are still the main focus of the market. however, some concepts with a more relaxed feel, such as light sports, vacation, and relaxation, are still to be explored.

quality and comfortable home:

whole house customization is popular, and new favorite home appliances are growing rapidly

1. the attention to refinement and customization has soared

qiangua data shows that in the first half of 2024, among the categories with the highest popularity in the home furnishing industry notes, in addition to the common furniture, kitchenware, and home accessories, the attention to whole-house customization has soared significantly, with the number of related notes accounting for 5.44%, and the estimated interaction volume increasing by as much as 380%.

in fact, behind the customization is the consumer's focus on personalized and quality home lifestyle. for example, the "natural style" trend has also entered the field of home furnishings. the number of notes related to the word "nature" on the xiaohongshu platform has increased by more than 76%, and the views of topics such as "my daily flower growing" and "green plants" have exceeded 100 million.

2. what are the “new favorites” in the home appliance market?

1. conventional home appliance categories generally no longer see explosive growth, and mature categories with extremely high ownership, such as vacuum cleaners and rice cookers, are even experiencing a decline in scale. among the driving factors for home appliance consumption, solving basic needs, showing taste and personality, replacing/upgrading, and being inspired by consumers are the main factors.

second, the consumption of air conditioners continues to be hot, and new segmented markets are worth paying attention to. magic mirror insights data shows that the camping/parking air conditioner market has the fastest growth rate, but the target audience is small and the scale is still relatively small; the kitchen air conditioner market is particularly worthy of attention, with cumulative sales reaching 100 million yuan in the first quarter and maintaining a synchronous growth rate of 3.6 times. "cooling down" kitchen cooking has become the choice of more and more people.

3. cleaning appliances and air treatment appliances have a high growth rate. according to magic mirror insight data, the home appliance track is the accelerator of the growth of the home appliance market in the first quarter of 2024, especially the two categories of cleaning appliances (floor scrubbers, sweeping robots, mite removers, etc.) and air treatment appliances (heaters, dehumidifiers, humidifiers, etc.).

diet and health school:

medicine and food are widely used, hardcore chinese health care

according to magic mirror insights, the snack food market rebounded in the first quarter of 2024, with sales reaching 36.81 billion yuan, a year-on-year increase of 22.1%. plant milk, medicinal and edible ingredients, and dairy products are relatively small in scale, but have great potential.

from questioning health preservation, to understanding health preservation and to loving health preservation, young people are showing a new trend of health preservation, which has promoted the innovation and consumption growth of "chinese health preservation" diet.

specifically, the application of medicinal and edible ingredients in snack products is becoming more and more widespread. among them, popular star ingredients such as ginseng, wolfberry, honey, donkey-hide gelatin, and black sesame still dominate the market; at the same time, emerging niche ingredients such as kudzu root, angelica, lily, astragalus, and mulberry are growing strongly.

offline, the combination of "chinese medicine + food" has also become a new trend, and products such as chinese medicine coffee, chinese medicine ice cream, and chinese medicine bread are sought after by young consumers.

let me give you two more concrete examples. ① the growing demand for anti-hair loss and hair strengthening products has driven the growth of ready-to-eat and pastry-based hair care products, such as black sesame pills, black sesame cakes, and five-black powder.

② consumers are increasingly concerned about gastrointestinal health, which has led to a sharp increase in demand for products such as prune juice and superfoods. according to alchemy furnace's big data, the share of the snack and beverage industry in the gastrointestinal health market has gradually increased. these products combine the effects of nourishing the stomach and relieving constipation, and have been recognized by consumers.

references

wu xiaobo channel xiao report "2023 new middle class white paper"

wu xiaobo channel xiao report "2024 substitute consumption insight report"

zhimeng consulting "“explore the heart, walk towards the truth” 2024 mid-year consumer trend observation report"

magic mirror insights: white paper on new consumption potential in the first quarter of 2024

alchemy furnace big data "2024 h1 high growth concept insight report"

qiangua data "xiaohongshu popular industry briefing in the first half of 2024"

author of this article | xiao report | responsibilityeditor | he mengfei

editor-in-chief | he mengfei | image source |xiao report