In recent years, jelly has been one of the important categories of leisure snacks. With the transformation of mainstream consumer groups and the continuous changes in market demand, the jelly industry has gradually entered a period of "structural reorganization". Subdivided, high-end and innovative The rapid rise of jelly products has opened up a blue ocean market with huge potential. Among them, the prominence of female consumer groups has brought new development opportunities for the jelly market.
Previously, there was a tea brand called CHALI, aimed at the female market, and launched a collagen peptide tea jelly inhalable jelly, innovatively added phosphatidylserine (this ingredient has skin-beautifying functions), the taste is smooth and refreshing, making people experience delicious food, it also meets the specific needs of beauty-loving consumers. Brands such as Qinqin, Meijeong, Qiaomama, and Xizhilang all have a jelly market for female groups. So, how does jelly perform in the female consumer market?
| ▄ Transition to subdivide consumer groups and open up more consumption scenarios During the continuous development of the market, jelly has developed from the initial small snacks for children to one of the major categories of leisure snacks covering consumer groups of all ages. By improving the taste and texture of jelly, each brand makes the product fit more closely with the consumer group, thereby broadening the consumer group and consumption boundary of jelly products. According to a recent CBNData research report on online snack consumption, women account for nearly 65% of food online shopping, occupying the absolute main force, especially casual snacks. This also proves that women are hard to let go of snack obsession. Analysts in the industry believe that with the change of this general trend, the leisure snack market will fully benefit from it, and the core contributor to growth is still the female population. At the same time, with the rapid expansion of the jelly market, the main jelly consumer group has also completed the transition from children to young people, especially young white-collar women, who have become the core group of jelly consumption. With the continuous development of jelly, more consumption scenarios have been opened up, such as beauty salons, movie theaters, coffee shops, afternoon tea, etc. These scenes are mainly female consumers. Loved by more people. |
▄ Category upgrades, low calorie and no burden become keywords Under the changes in consumer groups and the iterative upgrading of products, various jelly companies have increased their layout in the female consumer market. For example, Qinqin released a functional jelly on the online platform-"Qingmeili" which can absorb jelly. The "Qingmeili" series is customized and developed for the various needs of young white-collar women. It adds green plum enzyme, honey, lemon, collagen and other ingredients in an attempt to penetrate the young women's white-collar market. The monthly sales of the flagship store have also exceeded 1,000 visits. Mengniu's brand "Ningchun" also launched Xiaohongtiao juice jelly, which uses Haematococcus pluvialis and elastin peptide. Every 100 grams of the product adds 0.27g Haematococcus pluvialis and 50mg skipjack elastin peptide. The original juice content of cranberry juice and pomegranate juice is not less than 25%, which can supplement collagen and improve resistance at the same time. Compared with the bitterness of the medicine, the fruit juice-flavored jelly brings a sweet and sour snack taste. At the same time, the compact packaging allows consumers to carry it with them and take food quickly, which is suitable for various scenarios and also meets the needs of female consumer groups. It is not difficult to see that for the female consumer market, a group of jelly companies has grasped the two key words of low calorie and no burden. While launching new products, it also further grasps the hearts of the current female consumer groups. |
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▄ Continue to introduce new products and create differentiation
As one of the traditional snack foods, jelly needs to inject a steady stream of fresh blood in the process of continuous development. Under the consumption of subdivided groups, how to further capture the hearts of consumers is also one of the problems faced by jelly companies. For example, in terms of types, post-90s and post-00s pursue personalization and have a strong acceptance of new products, while women pay more attention to appearance and product quality, and jelly products are gradually developing in the direction of personalization; The bright feeling can arouse the sympathy of young consumers, and can also indirectly trigger consumers to actively spread and share.
In addition, the crossover of jelly has also attracted more people's attention. The functional jelly mentioned above, as well as probiotic jelly, enzyme jelly, red wine jelly, etc., have gradually appeared in the adult snack market. In general, jelly still has a lot of room for development. As a snack food with a large market and unabated consumer demand, jelly has now reached a critical moment of rapid iteration and rapid innovation. In the future, how to innovate products for segmented groups and new generations of consumers, introduce new products to the jelly market, and meet the different needs of consumers is one of the issues that brands should think about.