Children's snacks become a new growth point of leisure food industry

In recent years, children's snack category standards are further subdivided, children's candy, chocolate and other snacks have a new threshold. Industry insiders say the health of children and adolescents is Healthy China; As an important part of the strategy, it is the general trend to further deepen the integration of production, university and research and promote the transformation and upgrading of children's snack industry. According to the White Paper of Children's Snack Market survey, the size of children's snack market is about one tenth of the size of leisure snack market. By 2023, the children's snack market will grow by 10%. The compound annual growth rate of 15% is growing steadily, and the market is expected to exceed 600 billion yuan, which is a new growth point of the snack food market.

Market consumption continues to rise

Maltesers, Crisp Noodles, Bubble Rolls … … Childhood these high sugar high calorie snacks, many after 80, 90 is not unfamiliar. However, with the continuous change of national health awareness and consumption concept, when the post-80s and post-90s become parents, their preference for children's snacks also changes. As long as it tastes good. Change to Healthy nutrition And are willing to pay a premium for the latter. New children's snacks labeled with low sugar, low sodium, low fat, no addition, rich in high quality protein, trace elements and so on have a soaring price and a booming market.

In recent years, children's snacks as a new track in the field of snacks, attracted a number of snack giants competing layout.

In 2020, Liangpin Shop and Three Squirrels will respectively launch a sub-brand focusing on children's food. Good food fairy “ Fawn blue blue . In the same year, Baicao flavor, Lai Yi portion also online children's food. Tong An children. “ Yi Zai Children's Snack Series ” The product. After more than two years of development, these arrangements have achieved certain results.

Liangpin Shop in 2021 financial report, the company achieved a revenue of 9.324 billion yuan, a year-on-year growth of 18.11%. Children's snack brands during the reporting period. Good food fairy The sales volume of all-channel terminal was 417 million yuan, up 41.17% year on year; Healthy nutrition lollipop (candy) series terminal sales reached 128 million yuan, accounting for more than 30%. A person in charge of Liangpin Shop said that the company carried out research and development innovation according to the special needs of the children's snack market segment. In the first half of 2022, the company launched 29 new products in total, and the product matrix continued to be rich.

Three squirrels also kept up their efforts on the children's snack track. According to the financial report of Three Squirrels in 2021, the omni-channel sales of Lu Lanlan exceeded 550 million yuan in 2021, and the average monthly sales reached 50 million yuan in the second half of last year. According to the 2022 semi-annual report, the revenue of Lu Lanlan reached 261 million yuan. Three Squirrels related person said, the strategy of the second half of this year is mainly to maintain stability, the future will be biased towards more high-quality development.

Lai Yi also has a new twist on children's snacks. According to its 2022 semi-annual report, Laiyfen has incubated more than 30 children's snacks for mothers and children consumers, and set up a special section in offline stores.

Insiders said that in recent years, the children's snack market has been continuously rising in terms of the amount of consumption, the number of consumers and the number of brands, realizing the two-way growth of the consumption side and the supply side.

New brand development momentum is strong

Children's snack industry is in the stage of development. Not only three squirrels, Liangpingzi, Baicao Wei, Lai Yifen and other snack giants take the lead, at the same time, the capital market has also taken action, and a series of cutting-edge children's snack brands have entered the game. Snack head enterprise achievement is outstanding, new brand performance is also commendable.

During the period of "618" in 2022, the omni-channel sales of Akita Manman exceeded 100 million yuan, with a year-on-year growth of 210%. Capital is also paying attention to this blue ocean. According to data from the maternal and infant industry Observation, there were 19 financing events for baby and child products in the first half of 2022. Among the segments, baby and child food accounted for nine financing cases, the largest number. In 2022. In March, healthy fresh food for children. Only fresh good products; , children's snacks “ Mummy! , children's healthy meals “ Yi Ya YUMMYKIDS” Successively obtained tens of millions of angel round financing; In June 2022, cheese food producers at room temperature. Excellent fresh workshop ” Obtain angel round financing.

From the perspective of products, new children's snack brands break the stereotype that traditional children's snacks are less nutritious. For example, a variety of dried vegetables under the brand green vegetables products, choose a variety of fresh vegetables blanched into dry, from raw materials to modeling are healthy sense, but also can make up for children do not love to eat vegetables missing elements.

The new products also expand the application scene of children's snacks. Traditional children's snacks are only used as food for pastime after dinner cravings, which is a snack property. But the new kids snack extends the scene to breakfast and dinner. For example, the children's cereal cereal, butter claw cake, breakfast cereal, etc. under the brand Minielephant can be used as a meal on the children's table, with snack + meal properties.

In addition to nutrition and consumption scenarios, the products of Xinrui children's snacks also fully consider the living status of this generation of parents. — Busy. Based on this, most of the products are designed to be convenient and fast, without strong operability, open bag ready to eat, can quickly appear on the children's table.

From the perspective of the industry market, the release of the three-child policy and the subsequent improvement of supporting measures and financial subsidies will have a positive impact on the basic market of children, and the current layout is conducive to the future industry competition.

Lin Yue, a catering industry analyst, said that children's snacks are actually a side branch of leisure food, a subdivision circuit cut by consumer groups. “ On the whole, children's snacks have a good development prospect. In addition to subdividing into different age groups, the products have a large space for development in nutrition supplement and health. ”

Multiple efforts to boost the development of the industry

With the heating up of children's snack industry, hidden worries and problems are gradually emerging. Some businesses under the banner of children's snacks, the product quality is uneven, and some even appear to be substandard.

Insiders point out that the market demand and products are ready, but there is still an important hurdle to be solved. In fact, this generation of parents prefer traditional brands for their children's snacks, with Lay's potato chips, Nierjia lollipops, Wangzai milk and Mimi shrimp sticks being their top choices. They trust the product quality of these brands more, which is the trust of traditional brands accumulated for a long time. Before opening the market, new brands also need to make solid products. Children's snacks are more difficult to get out of the circle than Internet celebrity snacks. They rely more on word-of-mouth between consumers, rather than blindly online publicity.

According to the 2022 Children's Food Industry Research Report released by the Tomeng Research Institute, the children's snack category includes more than 400 products, such as dissolved beans, children's small steamed buns, children's shrimp chips, molar sticks, seaweed sandwich crisp, etc. A cartoon character. It is not marked. Age applicable; Children's snack products accounted for 83%, and children's snacks with the same standard as ordinary food accounted for 93.4%. At the same time, we evaluated 16 kinds of children's shrimp chips on the market, sorted out their implementation standards and product instructions, and found that 37.5% of the products complied with the enterprise standards, and only 6.3% of the children's snacks complied with the general requirements.

Insiders said that compared with other consumer goods fields, China's children's snack industry is still in an early stage of infancy, and there are many problems in a considerable period of time, such as no clear applicable standards for products, hidden safety risks in the production process, non-standard use of pre-packaging, and low dosage of children's snacks added. At present, there are not many high-quality supply chains with standards in China, and the vast majority of children's snack brands still adopt the OEM mode. Especially for many. Cross the boundary In many cases, the brand layout to the children's snack track will follow the original production line of the OEM, which increases the food safety risks to a certain extent.

In fact, as early as June 2020, China issued and implemented the group standard "General Requirements for Children's Snacks", which was the first standard for children's snacks in China. It defined the concept of children's snacks for the first time, put forward nutrition and health requirements for children's snacks, and put forward requirements for the safety of children's snacks. Two years later, this standard was revised and upgraded again. In May this year, the 2022 edition of General Requirements for Children's Snacks, General Rules for Certification, and General Requirements for Children's candy and Chocolate were released, which further subdivided the standards for children's snacks. However, this standard is not mandatory.

Chinese food industry analyst Zhu Danpeng believes that, as a segment of the food industry, at present, the snack industry wants to highlight the concept of children's snacks, but consumers have not fully recognized this concept. “ This is related to the use of OEM model, but more importantly because of the lack of national standards in the industry. After the introduction of national standards, children's snack industry will have mandatory requirements and thresholds, but also to better protect consumers, which is the key to the development of the industry. ” Mr Judambhorn said.

In essence, children's snacks should not only introduce healthy and nutritious products for children, but also meet the core demands of parents. Liangpin Shop children's snacks person in charge of Shang Jing said, children's snacks customer groups on product nutrition, quality, function requirements are different from the general snacks, which is a great challenge to the production enterprise's product planning ability. Enterprises need to identify customer groups, choose products, judge the market, and come up with effective solutions. Three Squirrels also believe that the whole children's snack track has entered a stage of stable development after rapid development in the early stage, which is also a process of great waves.

The industry focuses on the following points for children's snacks: the first is the integrity of the industrial chain, the second is the guarantee of food safety, the third is the stability of quality, the fourth is the tonality of the brand, the fifth is the improvement of the service system, the sixth is the continuous maintenance of customer stickiness, and the seventh is the continuous innovation of the whole scene. “ In terms of the future development of children's snack industry, in addition to meeting the above needs of consumers, the policy end, capital end, industry end and channel end also need to make joint efforts. ” "Chudambhorn said.