HYDEWIN

13

2022

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05

TOP 1! Jingdong Supermarket Instant Food Consumption Report: Haiwen Mingfo leaps over the wall and ranks the top in sales growth of "signature prefabricated dishes"!

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Recently, JD Supermarket and JD Research Institute of Consumption and Industrial Development jointly released the Report on Consumption Trend of Instant Food in JD Supermarket in 2022, which gathers insights into many categories and consumption trends of prepared dishes, convenient food, and healthy food and drink. Haiwen Mingfo Jumping over the Wall ranks on the top 1 of the "Top 5 Hot Products of Brand Prefabricated Dishes"

Recently, JD Supermarket and JD Research Institute of Consumption and Industrial Development jointly released the Report on Consumption Trend of Instant Food in JD Supermarket in 2022, which gathers insights into many categories and consumption trends of prepared dishes, convenient food, and healthy food and drink. Haiwen Mingfo Jumping over the Wall ranks top 1 in the "Top 5 Hot Products of Brand Prefabricated Dishes"!

 

 

Driven by domestic epidemic, housing economy, family miniaturization and other factors, instant food, such as cooking, instant heating, instant food, continued to grow at a high speed, showing a new trend of consumption. According to the report, there are four hot spots for prepared dishes (i.e. cooking and hot dishes): the most popular commodity of 36-50 yuan, the fastest growing variety of Fujian and Guangdong cuisines, the hot selling of five major brands such as Meizhou Dongpo Elbow, and ten major prepared dishes such as fish and seafood have become popular.

There are three hot spots for instant food: four types of one person food products, such as substitute light food, are popular, two popular types of snail powder, and two brands of light cooked pasta are favored by consumers.

The report also combed out five characteristics of consumer preferences and regional distribution: nearly 50% of prefabricated dishes are male consumers, 26-35 year olds have become potential consumers of prefabricated dishes, delicious food and health have become the key factors to consider when buying prefabricated dishes, the new fashion of sending prefabricated dishes to relatives and friends in different places, and Shanghai is the largest buyer of prefabricated dishes.

 

 

The transaction scale of prefabricated dishes soared: the fastest growth rate of commodities with a unit price of more than 50 yuan was 36-50 yuan, accounting for the highest proportion

Most ready to cook and hot foods are called prepared dishes. Previously, this imported product was not warm and hot, until the explosive growth in recent years, especially in 2021, the turnover of prefabricated vegetables increased by 156% year on year. In addition, the report also shows this trend change from four aspects: in terms of turnover at different prices, the turnover of prefabricated dishes at 51-100 yuan will grow fastest year on year in 2021, reaching 178%. From the proportion of turnover, the price of 36-50 yuan is the most popular. In general, consumers' acceptance of prefabricated dishes has improved significantly.

 

In terms of the richness of cuisine products, it can be seen that the varieties of Fujian Guangdong, Jianghuai, Sichuan Hunan and Northwest cuisines are growing rapidly. This shows that after the hot market of prefabricated vegetables, enterprises have invested more in product research and development to meet the diversified needs of more consumers in different regions.

 

In terms of boutique signature dishes, the richness of dishes also makes it possible for some hard dishes in the restaurant to "go" to the home table. The report shows that the sales volume of Haiwen Mingfo Jumping over the Wall in 2021 will increase by more than five times year on year, and the sales volume of Meizhou Dongpo Elbow and Xibei Sheep Scorpion will increase by 227% and 115% year on year respectively, which is enough to show that consumers are interested in high-quality signature dishes.

 

In terms of ingredients for prepared dishes, the report mentioned ten popular ingredients, such as pork, chicken, beef, mutton, duck, etc., mainly meat.

 

The sales volume of hot single person food such as snail powder and pasta increased by 126% year on year

With the development of housing economy and family miniaturization, "one person food" products continue to be popular. Among them, substitute light food, rice noodle series, high-end pasta and self heating pot are popular with consumers, and their sales will increase by 82%, 76%, 62% and 58% year on year respectively in 2021. Moreover, the enthusiasm of "wordy fans" is still growing. Two popular types of snail fans were born - snail powder gift box of the king of snails and original snail powder of the Hip Hop Club. In 2021, the sales increased by 61% and 59% year on year respectively.

 

 

In 2021, there are also two major brands of light cooked spaghetti, with the sales volume of air carved spaghetti and Xichu Beike spaghetti increasing by 126% and 79% year on year.

 

 

The rise of consumer health awareness High standard milk, imported milk and Xinjiang milk are growing faster than the industry

Against the background of gradually improving consumers' health awareness, in 2021, milk sales will increase by 46% year on year, and milk customer unit price will increase by 36%. Among them, the growth rate of high standard milk, imported milk and Xinjiang milk will far exceed that of the industry. The report mentions that, α 2. The sales volume of imported full fat pure milk with original packaging will increase by more than 5.5 times year-on-year in 2021.

 

Zero sugar, zero fat and other health drinks have become the favorite of consumers. Consumers have selected "five health water drinks" with their wallets. Among them, in 2021, the sales volume of Yutian Chuan's 100% fruit juice products and Yutian Chuan's 100% fresh coffee juice increased by 266% and 87% year on year, leading the list.

 

 

The proportion of male consumers of prefabricated vegetables is nearly 50%, and the 26-35 year old group becomes a potential consumer stock

It is worth noting that the report also points out five characteristics of consumer preference and regional distribution: in terms of the proportion of male and female consumers, the proportion of male consumers who consume prepared dishes in JD is close to 50%. In terms of different age groups, consumption at the age of 36-45 accounts for the highest proportion, while consumption at the age of 26-35 has the fastest year-on-year growth, reaching 171%.

 

 

In terms of consumption motivation of pre prepared dishes, besides saving time, delicious food and health have also become important factors for consumers to consider when buying pre prepared dishes. This shows that consumers are looking for a balance of convenience, delicious food and nutrition under the fast-paced life rhythm.

 

In addition, the report also mentioned that prefabricated dishes have become a new fashion for giving away to relatives and friends in other places. In 2021, the turnover of non local orders will grow by 186%, far faster than that of local orders.

 

In terms of regional characteristics of prefabricated vegetable consumption, Shanghai accounted for the largest proportion of sales, reaching 17.1%, while Gansu achieved the fastest year-on-year growth in 2021, approaching 6 times.

 

 

While interpreting the consumption trend of instant food, the report also comprehensively evaluated the star list of instant cooking and hot food based on such dimensions as commodity sales, sales volume, growth rate and favorable comments, among which, Zhengda Pepper Pork Tripe Chicken, Haiwen Mingfo Jumping over the Wall, Xinliangji Spicy Crayfish and other products were on the list.

In the star list of ready to eat food, Zhou Black Duck Spicy cooked food braised suit, Keerqin hand shredded dried beef jerky, Laofan bone, onion oil, diced pork fried sauce and other products were on the list.

Wang Xiaojun, general manager of the Leisure Water and Beverage Department of JD Retail Fresh Food Business Department, believes that consumers choose food and take quality, green, health and safety as important decision-making indicators. JD will continue to lead the quality with standards and help the development of industry brands.

 

 

Zhou Xiaozhou, General Manager of Fresh Food Purchasing and Marketing Department of JD Retail Fresh Food Business Department, said that in the future, JD will work with more brands to grasp consumer demand, provide high-quality products, establish high standards in the industry, and drive new and old brands of prefabricated dishes to seek high-quality development in the industry.

As a leading omni channel supermarket in the industry, Jingdong Supermarket has become the first choice for consumers to trust with the world's best taste, high-quality food and drink, the richest healthy diet and other characteristics. In addition, Jingdong Supermarket is becoming the largest stabilizer, the largest trend incubator and the largest brand incremental market in the food industry