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it’s the mid-autumn festival again, and mooncakes are once again entering their annual peak sales season.

the 2024 china mooncake industry market trend report (hereinafter referred to as the trend report) released by the china bakery and confectionery industry association shows that the overall mooncake production is expected to be nearly 300,000 tons this year, with sales of about 20 billion yuan. the mid-autumn festival market will show the normal characteristics of a short sales period, market concentration, and short-term large volume. however, compared with the data of 320,000 tons of production and 22 billion yuan of sales in 2023, this year's production and sales have both declined slightly.

recently, the topic of "why mooncakes are not selling well" has become a hot search topic, with some netizens complaining that mooncakes are too sweet and greasy and expensive. industry insiders believe that the reason for the weak sales of mooncakes is that the sales cycle of mid-autumn festival this year is short, the competition is more concentrated and fierce, and the influence of rational consumption concepts has led to a "cooling down" in the production and sales of mooncakes.

as a festive food, mooncakes are one of the gifts given by people to relatives and friends during the mid-autumn festival. in addition to their taste, they also carry social attributes. a few years ago, exquisite and high-end packaging was once the focus of some mooncake companies. however, in recent years, the flashy and "sky-high" mooncakes have been widely criticized by consumers.

under the guidance of a series of policies, regulations and standards such as the "announcement on curbing "sky-high" mooncake prices and promoting the healthy development of the industry" and the "general rules for mooncake quality", the mooncake market has been swept by a "simple style" this year.

the "trend report" shows that at present, the mainstream mooncake gift boxes are concentrated between 70 yuan and 220 yuan, and the affordable gift boxes are mostly below 60 yuan. the high-priced mooncake gift boxes above 500 yuan have basically withdrawn from the regular market. according to the test results of china light industry inspection and certification co., ltd. (national food quality inspection and testing center), the randomly sampled mooncake gift box packaging samples all meet the standard requirements. at the same time, simple packaging and bulk mooncake products have gradually occupied a certain market share, meeting different consumer needs.