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从新生代的消费习惯、偏好探寻休闲食品发展趋势

文章来源:济南霖奥机械设备有限公司

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新生代零食消费,为垫饥亦为解馋

BINGGANHEFANGBIANMIANSHIXINSHENGDAIZUIQINGLAIDESANCANJIANDIANJISHIPIN。ZHEIBIAOMING,CHULEDIANJI,BIANLIXINGHESHIHECHUXINGSHIYONGYEYOUWEIZHONGYAO。

广西快3 DANGDUZIESHI,18~19SUIDEQINGSHAONIANBIDILINGQINGSHAONIANXUANZEDEDIANJICHANPINGENGDUOYANG。

广西快3  

CHUCIZHIWAI,LINGSHIZAIJIECHANHEFENXIANGCHANGHEDEXIAOFEIXUQIUXIANRANBUSHIWEILEDIANJI,YINCIQINGSHAONIANZAIJIECHANHEFENXIANGCHANGHEDUIBINGGANHEFANGBIANMIANSHIPINXINGQUBUDA。


新生代在不同场合的零食偏好

ZAISANCANJIANDUZIELEYONGLAIDIANJI、ZUICHANXIANGCHILINGSHISHIYIJIYUPENGYOUHETONGXUEFENXIANGSHI,TAMENZUIXIANGCHIDELINGSHIDOUYOUNAXIENI?


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然而,零食棒对于中国消费者来说还属于较新的零食品类。在与饼干食品竞争时,零食棒品牌需创建一种可识别的产品形象。

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广西快3 SHIFANGBIANMIANCHENGWEIZHENGCAN。18~19SUINIANLINGJIAODADEQINGSHAONIANZHONGGENGDUODERENXUANZECHIFANGBIANMIANLAIJIEE,ZHEIKENENGSHIYINWEITAMENBUXIANGDILINGQINGSHAONIANNEIYANGSHENGHUOSHOUGUANZHI,TAMENGENGYOUKENENGJIANGFANGBIANMIANZUOWEIZHENGCAN。

根据英敏特报告《面条——中国,2016年1月》,“搭配货真价实的配菜”是鼓励消费者支付溢价的最重要因素,其次是“含有较高档的原料”、“很独特的口味”和采用有机食材。显然消费者并不想在方便面的口味上妥协。使用货真价实的原料提升产品质量和围绕“真正的餐点”进行营销可能是个不错的解决方案,因为这也满足了越来越重视健康的中国消费者的营养和健康需求。
 
除了零食消费,新生代消费者对于饮料产品同样情有独钟,喜爱程度不亚于零食产品。对于他们来说,哪些饮料产品更具有吸引力呢?

理想饮品:冰镇的、有奶香和甜味的

广西快3 YINLIAOCHANPINFANGMIAN,BINGZHENYINLIAOSHIQINGSHAONIANZUIXIHUANDEKOUWEI,NAIXIANG、NAIWEIHETIANWEIWEIJUDIERHEDISAN。ZHIDEZHUYIDESHI,SUIRANQINGSHAONIANXIHUANNAIXIANGWEI,DANHANRUYINLIAOHEDIAOWEINIUNAIDEYINYONGPINLVRENGBIQITALEIXINGDEYINLIAODIHENDUO。YUANYINZAIYUDABUFENQINGSHAONIANMEITIANDOUHENIUNAIHUOYIZHOUHEJICI,SUOYITAMENGENGXIWANGTIYANBUTONGDEKOUWEI。

广西快3 XIANGBIZHIXIA,FEITIANKOUWEIBUTAISHOUHUANYING,XIANWEISHIZUIBUSHOUQINGSHAONIANXIAIDEKOUWEI,QICIGUWUKOUWEI、HUACAOXIANGWEIHEYOUQIPAODEFENBIESHIDIER、DISANHEDISIZUIBUSHOUQINGSHAONIANHUANYINGDEKOUWEI,PIANHAOZHEIXIEKOUWEIDEBEIFANGQINGSHAONIANSUOZHANBILIBUDAOWUFENZHIYI。XIABIAOWEIQINGSHAONIANGENGXIHUANDEYINLIAOKOUWEITONGJI。

 

青少年对清淡口味并不“感冒”

广西快3 SUIRANQINGDANKOUWEIZAICHENGNIANXIAOFEIZHEZHONGYUELAIYUELIUXING,JUYINGMINTEFABUDE《CANYINYULEQUDAORUANYINLIAOYINYONGQUSHI——ZHONGGUO,2016NIAN5YUE》SHUJUXIANSHI,CHENGSHIJINGYINGRENQUNBIAOSHITAMENZAIWAIJIUCANSHIXIHUANDIANKOUWEIQINGDANDERUANYINLIAO,ZHEIYIBILIZAIQITARENQUNZHONGWEI,DANQINGDANKOUWEIQUEXIYINBUDAOQINGSHAONIANXIAOFEIZHEDEZHUYI。

广西快3 KOUWEIPIANHAOSUIZHENIANLING、XINGBIEHELINGYONGQIANDEBUTONGERCHENGXIANCHAYI,13~15SUIDEQINGSHAONIANXIHUANTIANWEI,XIANGBIZHIXIA,18~19SUIDEQINGSHAONIANDUIQINGDANKOUWEIGENGGANXINGQU,QIZHONGYIGEYUANYINZAIYUSUIZHENIANLINGDEZENGZHANG,TAMENYUELAIYUEZHONGSHIJIANKANGYINSHI。

广西快3 XIANGBINANXINGQINGSHAONIAN,GENGDUODENVXINGQINGSHAONIANDUINAIXIANGWEI、GUOWEIHESUANWEIGENGGANXINGQU。YIZHIYILAI,TANSUANYINLIAOPINGJIEQITIAN、BINGZHENHEQIPAOKOUWEIERBEISHOUQINGSHAONIANQINGLAI,NEIXIEGENGJINGCHANGHETANSUANYINLIAODEQINGSHAONIANGENGXIHUANTIANWEI、BINGZHENHEQIPAOKOUWEI。RUGUOGENGDUOCHANGWENHUOQINGQIPAOTANSUANYINLIAOZAISHIMIANSHANGYOUSHOU,NEIMEDIPINYINYONGZHEKENENGHUIYUANYIGOUMAIGENGDUODETANSUANYINLIAO;ERTUICHUQINGDANKOUWEIDEJIANKANGXILIETANSUANYINLIAOSHI,YEJIANGXIYINFEIYINYONGZHEGOUMAI。


不同类型的碳酸饮料消费者对特定口味的偏好(与平均水平对比)

水果颗粒可提升植物蛋白饮料的形象口味

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广西快3 DIAOCHAXIANSHI,NEIXIEJINGCHANGYINYONGZHIWUDANBAIYINLIAODEXIAOFEIZHEYEGENGXIHUANHEHANSHUIGUOKELIDEYINLIAO,ZAIZHIWUDANBAIYINLIAOZHONGTIANJIAZHENZHENGDEGUOROUHUOXUSHIGEBUCUODECHUANGYI。GENJUYINGMINTE《ZHIWUDANBAIYINLIAO ——ZHONGGUO,2016NIAN1YUE》FABUDESHUJUXIANSHI,ZHIWUDANBAIYINLIAODEZHUYAOXIAOFEICHANGHESHIZAOCAN,ZHEIDUIQINGSHAONIANLAISHUOSHIFEICHANGZHONGYAODEYONGCANCHANGHE,CONGZHENZHENGDESHUIGUOHEZHIWUDANBAIZHONGSHEQUDUOZHONGYINGYANG,DAKUAINAIJIAODEGUOROUJUYOUGUOFUGANDENGMAIDIANSHIXIYINJIAZHANGXIAOFEIDEYOUXIAOYINGXIAOCELVE。

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植物蛋白饮料通常采取温饮或热饮方式,“冰镇”与植物蛋白饮料高频饮用者的关联性最低,这表明市场对自加热包装的需求强烈,尤其是当冬季青少年在路上吃早餐时。另一方面,如果植物蛋白饮料能够在夏季冰镇出售,将有机会吸引非饮用者,并提高低频饮用者的饮用频率。
 


广西快3 不同类型的植物蛋白饮料消费者对特定口味的偏好(与平均水平对比)

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