Where are the innovative and entrepreneurial opportunities for Chinese children’s snacks?

、，、。

2020517，《》，“”，“”——，、，、3~12。

2020615。：3-6，6-12。，：

，，《》，、、，、、。

，，，，，、。

Beginning in the 1950s, China’s casual snack industry was gradually born.

It evolved from the flavour of the streets and lanes to an industrialized forming industry.
The rise and fall of snack companies in different years and the rise and fall of the leisure snacks market outlined the path of modern Chinese snack manufacturing.
The history of the development of the industry, and behind this is the continuous refinement and upgrade of consumer demand and the increasing enrichment and innovation of zero food products.

Today, decades later, when the term "children’s snacks" has a new interpretation and definition, we try to explore the core logic of the market segment of children’s snacks and find clues from the trend of the times.

This Insight article will be divided into the following parts:

This Insight article will be divided into the following parts:

1.

Is it necessary for children's snack products to exist? Are children's snacks a good market? Will children's snacks become a new force in the snack market?

2.

If children's snacks are a new force in the leisure snack market in the future, what will the domestic market competition pattern of children's snacks look like?

3.

Where are the innovation and entrepreneurial opportunities for domestic children's snacks? The future children's snack market will present a deep integration of the two types of product logic that are adult snacks and children's needs.

Is it necessary for children's snacks to exist? Is it a good market?

Is it necessary for children's snacks to exist? Is it a good market?

Will it become a new force in the snack market?

Will it become a new force in the snack market?

In fact, in the casual snack market in the past few decades, children have always been one of the main consumers, but there are no clear standards and differences between children’s snacks and adult snacks.

When we talk about the snack products that we loved in childhood, The first thing you can think of is the white rabbit toffee, Shanghao Jialang Weixian, Wangwang Steamed Bun, Alpine Sugar, etc.
In terms of categories, most of them are popular zero foods such as candies, biscuits, and puffs.
Most brands use "children "Xiang" packaging design to attract children, but the product is not designed specifically for children in nature.

In the past two years, GoodGout, an organic baby food supplement and children’s snack brand under Health Healing Group, has entered the Chinese market, and domestic comprehensive snack brands Liangpin Shop, Baicaowei and Three Squirrels have successively established children’s snack sub-brands and formally deployed children’s snacks.

On the track, children’s snacks seem to have gradually become a blue ocean market that has attracted much attention from consumers.

So, what is the core logic of snack products with children's attributes? We will comprehensively demonstrate the necessity of children's snacks from the perspective of consumer demand and product design.

1.

Children's nutritional needs, eating habits and consumption preferences are very different from adults

1.
Children's nutritional needs, eating habits and consumption preferences are very different from adults

According to the two in-depth research reports on child nutrition issued by UNICEF in 2018 and 2019, the "Atlas of Child Development Indicators in China" and "Children, Food and Nutrition-Healthy Growth in a Changing World" We have found that the double burden of malnutrition and overweight and obesity is widespread among Chinese children.

Although these health issues have gradually received attention from parents, snacks, as an important source of children’s daily diet, still affect children’s health to a certain extent.
Nutritional status.

Because children’s immunity is low and their physical functions cannot be compared with adults, the lack of essential vitamins and various micronutrients in children’s growth at all ages will cause obstacles to children’s physical and intellectual development; and high calories, The intake of low-nutrient foods will increase the risk of obesity and overweight in children.

Children need more nutritious, safe and affordable dietary intake.

In addition, the age of 3-12 years is the best and most critical moment to cultivate a balanced diet and develop good eating habits.

Take dairy products, a more mature category in the children's food market, as an example.
The United States began producing milk-based formula milk powder in 1921.
By the 1990s, European and American countries had created a relatively complete child nutrition supplement system for children.
Children need to be continuously guided to develop healthy food habits.
Whether it is the choice of taste or nutritional supplementation, parents need continuous education and guidance from an early age.

Factors that parents consider when buying snacks for children

Source: White Paper on Children's Snacks Market Research

The children's consumer market itself has a certain particularity, because it contains two types of consumer groups, one is the main purchaser parents, and the other is the user children.

According to the "Children's Snacks Market Survey White Paper" jointly released by China Non-staple Food Distribution Association, Best Shop, Tmall Foods, etc.
in 2020, health is the most important factor that parents consider when buying snacks.
Their standard for judging the health of snacks is natural.
No additives.
The main concern for children's snack products on the market is still additives, followed by pigments and raw materials, which are usually judged by product ingredient lists, ingredient lists, word-of-mouth, and brands; secondly, nutritional supplements and formula-friendly products are also parents It is an important concern to meet parents’ hopes that children can obtain dietary fiber, probiotics to improve intestinal health, supplement calcium, iron, zinc and other trace elements, and improve immunity.

Another very important point is that parents have a strong demand for professional children’s snack brands.
82.
5% of parents said they prefer professional children’s snack brands, hoping to buy products that focus on children, and have professional research on the nutritional ingredients needed for children’s growth.
Brands that can distinguish targeted products of different age groups.

When we switch our perspective to the children’s group, although parents pay much attention to the nutritional composition of children’s snacks, the dimensions that children pay more attention to are taste and packaging design.
They generally prefer the taste to suit their taste, the packaging is novel and interesting and interactive.
Food.

The preference for snack tastes is influenced by the long-term food culture.
As children grow older, they will begin to love the sweet and salty tastes.
Heavy-tasting snacks are the hardest hit area for health.
How to use innovative raw materials and adopt appropriate processing methods to achieve a balance between the two is the innovative entry point for snack manufacturers.

From the perspective of branding and packaging, because children are young, their attention is more likely to be attracted by a single thing, and they have higher stickiness to consumers.
Animation IP is the most appropriate example.
For children, as long as they like the animation IP, they will love all the derivatives of this IP; in addition, the interesting and interactive elements are also extremely attractive to children.

Therefore, whether in terms of children's own nutritional needs or consumption needs, healthy children's snack products that are suitable for children's nutritional needs will be more conducive to the healthy development of children's bodies.
Professional children's snack brands are more for parents and children.
Attractive.
For the subdivided snack market of children's snacks, there is a strong need to develop snacks specifically for children.

2.
Children’s snacks are a market with high growth, high potential and a certain bargaining space

2.
Children’s snacks are a market with high growth, high potential and a certain bargaining space

First of all, let’s look at the size of the entire children’s snack market.
At present, the number of children aged 3-12 in my country is about 160 million.
With the stimulus of the “comprehensive two-child” policy in 2016, the number of newborns per year remains at about 15 million.
Lay the foundation for the sustainable development of children's economy.
The huge number of children has brewed a huge potential market demand, and the children's snack market has risen rapidly.
It is expected that from 2019 to 2023, the children's snack market is expected to grow steadily at a compound annual growth rate of 10% to 15%, and the market share of children's snacks Can exceed 100 billion scale.

Although children’s snacks are a relatively new category in China, the children’s population has always existed as a consumer group and has a prominent demand for snacks.
At present, the total consumption of children and adolescents in my country accounts for the total consumption of snacks.
Around 21%.
In addition, the current post-80s and post-90s parents have become the main force in parenting.
They generally pay more attention to brand professionalism and product quality in consumer behavior.
Professional snack products designed for children will have a certain bargaining space.

In China’s current children’s snack market, most brands such as Want Want, Big White Rabbit, Oreo, etc.
focus on children from the perspectives of marketing and publicity, that is, children-oriented marketing.
The differentiated needs of children are actually not many innovations in in-depth product research and development.
The entire snack food industry lacks representative children's food brands.
It is a relatively blank market with high growth potential.

As a new force in the leisure snack market in the future, what will the domestic market competition pattern of children's snacks look like?

As a new force in the leisure snack market in the future, what will the domestic market competition pattern of children's snacks look like?

Judging from the huge market foundation of China's casual snacks and the development trend of children's snacks, children's snacks will gradually become one of the new strengths of the entire casual snack market.
Whether it is the childization of adult snacks or the emergence of more and more leisure snack brands specifically developed for children, it indicates that all types of companies have the opportunity to have a place in this market with huge growth potential.
So, what will the market competition pattern of domestic children's snacks look like in the future?

To answer this question, first we can classify some representative players.
If the current competitive landscape of China's children's snack market is divided according to the types of companies, it can be roughly divided into the following six types of major players.
Next, we will sort out the current layout and competition patterns of these different types of companies in the children's snack market:

1.
International CPG companies such as Nestlé and Mondelez

2.
Traditional large-scale snack companies such as Want Want, Shanghaojia, Big White Rabbit, etc.

3.
Internet comprehensive snack brands such as Three Squirrels, Liangpin Shop, Baicaowei, etc.

4.
Dairy products companies targeting vertical populations such as Beinmate and Microcolumn

5.
Start-up/innovative children's snack companies represented by GOOD GOUT and Baobaby

6.
IP-driven children's snack company

The first type of players are international CPG companies represented by Nestlé and Mondelez.

For a long time, international leisure snack brands such as Nestle Crispy Shark and Mondelez Oreo have occupied a relatively large market share in China, especially in sub-categories such as biscuits and candy.
In the children's snack market, these brands have been using adult snacks for children to market as one of the main strategies to seize the large consumer group of children, which is also the category with the highest proportion in the domestic children's snack market.
Brands, including the traditional snack companies such as Want Want and Shanghaojia, which we will mention later, are the same.

However, in the European and American markets where the children’s snack market is more mature, major food giants have launched professional children’s snack brands.
For example, PepsiCo launched Imagine Snacks, a children’s health snack brand that focuses on yogurt and cheese products, at the end of 2018.
Children provide nutritional supplements rich in protein and calcium.

The children's food brand Annie's under Mondelez International has a richer product line, including cheese, cereal snacks, organic fruit candies, macaroni, etc.
In addition, Mondelez's innovation department SnackFutures also launched children's food brand Ruckus and Co.
, but These brands have not yet reached the stage of entering the Chinese market.

Pepsi's healthy children's snack sub-brand-Imagine Snacks

A children's food brand under Mondelez International-Annie's

Nestlé seems to be more forward-looking for the Chinese children’s snack market.
At the end of last year, Nestlé China’s innovation incubator team launched a children’s growing children’s growing snack brand-Xiaochuhu Mengmeng.
The brand has 3 SKUs, dried fruit crisps and cocoa crisps.
As well as flavored yogurt bars, the products all use New Zealand imported milk powder as raw materials, and the formula does not add (0 preservatives, 0 coloring agents, 0 trans fatty acids, non-fried non-puffing), and is also rich in dietary fiber and 9% Mixed dried fruit kernels and trehalose are used to reduce tooth decay and meet the needs of children in terms of taste and nutrition.

From the perspective of Xiaochuhu Mengmeng’s product packaging, all products contain educational and play gadgets, such as the Xiaochuhu Mengmeng archives, puppy rice files, kitten meat files, etc.
, which are entertaining and entertaining, and focus on children in multiple dimensions.
Healthy growth.
In addition, we can also see in the official WeChat account of Xiaochuhu Mengmeng that Nestlé has carried out a series of story content marketing for the brand's IP image Hu Mengmeng, which fully reflects the brand's fun.

Nestlé's children's snack brand-Little Chef Fox Mengmeng

The second type of players are traditional large-scale snack companies represented by Want Want, Dabaitu, and Shanghaojia.

Such players themselves have relatively serious brand old problems, and under the current trend of healthy snacks, traditional snacks such as puffs, candies, and biscuits are subject to severe challenges and impacts.

Traditional snack food companies mainly use IP, advertising and other marketing methods to attract consumers when facing the audience of children.
At present, except for Want Want, which owns the baby food supplement sub-brand, Bebi Mama, other companies rarely target Set up separate product lines or sub-brands for specific groups of people.
If they can expand their new product lines or brands during the dividend period of the children's snack market, they may be able to bring new growth points and brand vitality to themselves.

The third type of player is the Internet comprehensive snack brand represented by Three Squirrels, Liangpin Shop, Baicaowei, etc.

At the end of May 2020, Liangpin Shop officially announced the launch of the snack sub-brand "Liangpin Xiaoshixian", and more than 40 new children's snacks online and offline; Baicaowei also announced the official launch of the children's food "Tongan'an Children" 1.
0 series on its official website , Is positioned as a "beneficial supplement beyond the regular meal" for children.
In June 2020, the three squirrel sub-brands "Little Deer Lantern" went online in the flagship store of Tmall, and have already put on the shelves of infant foods such as Rong Doudou series, Sunshine Seaweed series, small cheese block series and so on.

If we compare the children's snack sub-brands of these three companies horizontally, we will find some similarities and differences.

First of all, from the perspective of product categories, Liangpin Snacks has the most abundant category, including biscuits, milk, jelly, children's fish intestines, functional candies, etc.
, which basically cover the main categories of children's snacks at present.

In terms of product features, Liangpin Xiaoshixian pays more attention to the use of some health labels-including "non-fried" for baked biscuits, "zero flavor" for puree, and "zero white sugar" for candies.
At the same time, it also pays more attention to product quality, such as imported raw materials, high fruit content, etc.
; in addition to these "formula-friendly" products, there are also some "nutritional supplement" products, such as "high calcium" and "high protein" products.
Biscuits and "functional" products that are rich in "lutein esters" to protect the eyes.

In addition, in terms of product shape design, Liangpin Xiaoshixian's product forms are also very rich.
So overall, from the perspective of product dimensions, BESTORE’s attempts to upgrade and innovate products are more dimensional and in-depth.

The sub-brand of children's snacks under Liangpinpu-Liangpinxiaoshixian

In contrast, Xiaolulan, a subsidiary of Three Squirrels, has a wider audience coverage, not only providing snack products for 3-12 years old, but also providing complementary food and snack products for infants and young children.

In Xiaolulanlan’s flagship store on Tmall, we can clearly see the different products corresponding to the three age categories: 6 months + baby food supplement, 12 months + baby snacks, and 3 years old + children's snacks.
The overall strategy is similar to another sub-brand under the three squirrels-the cat food brand "Raise a Hairy Child", that is, a refined product route targeted at the audience, developed for cats of different breeds and different ages.
More targeted cat food products.

However, it is not difficult to find that, from the perspective of sales, the sales of the 12-month + baby snacks series products far exceed the other two categories of products, the special yogurt melted beans and freeze-dried yogurt cubes, from June 2020 to The total sales in September have exceeded 100,000, and the GMV of the two large single products in about 4 months has reached nearly 7 million, which can simply reflect the relatively high market recognition of dairy snacks in the domestic market.

Children's snack sub-brand under Three Squirrels-Xiaolulan

In addition, Baicaowei’s children’s food product line "Tong An’an Kids" currently only launched two single products, children’s hawthorn slices and freeze-dried yogurt cubes, both of which are based on Baicao’s original adult-oriented snack product Hawthorn.
The formula is upgraded on the basis of tablets and yogurt blocks, adding dietary fiber and vitamin D and other nutrients that are more suitable for children.
In general, we think this is the pediatricization of adult snacks, that is, adjusting the original according to the needs of children.
The product formula redesigned the idea of ​​product functions and attributes.

So here also aroused some deeper thinking about children’s snacks.
The core logic behind the design of children’s snack products can be divided into the childization of adult snacks and the two directions of simply starting from the needs of children.
Which one is What is the future of children’s snacks, or what is the market share of these two types in the future?

It is still said that these two situations are actually deeply integrated, but they are just two ways of making snacks for children, and they are not so distinct from each other.
In addition, when large food companies expand the product line of subdivided groups, how can they break away from the original product base and develop products that are deeper, more innovative and more in line with the needs of the audience? Can this become a brand to solve the problem of product homogeneity? Looking for a breakthrough in differentiation?

We will conduct a more in-depth analysis of these thoughts and questions later.

The fourth type of players are dairy products companies such as Beinmate and Microcolon.

In 2020, based on the health and safety requirements of the children’s snack market, Beinmate launched the children’s snack brand Menglebao with the concept of “healthy and safe, delicious and nutritious, delicious and fun”, and released two new products for the first time, including yogurt soluble beans and Mengxing Puffs.
This marks the entry of Beinmei, a brand of infant formula milk powder, into the children's snack track, extending the maternal and infant product line.

The launched Menglebao yogurt solubilized bean products add probiotic Bb-12 and a combination of prebiotics, which are rich in trace elements such as calcium and zinc, which can supplement children's nutrition while promoting the balance of internal flora and ensuring gastrointestinal health.
In addition, the product uses FD freeze-drying technology without any additives.
Another cute star puff uses a multi-grain and cheese formula to provide protein and vitamins.

Beinmate will focus on launching children's health foods in 2020, which is a further extension of the original two main categories of infant milk powder and complementary food based on age.
The new category of children’s snacks is used to meet the subsequent consumption needs of Beinmate milk powder and complementary food consumer groups.
.

Obviously, the three major domestic comprehensive snack brands, Liangpinpu, Baicaowei and Three Squirrels, pay more attention to the richness of their products.
They also have natural advantages in the supply chain and channels, but there will be certain product homogeneity problems.

With its long-term focus on infants and young children, Beinmate is bound to be able to more accurately grasp the health trend of children's snacks, provide more professional nutritional formulas, and be more competitive in product development capabilities.
In the field of baby and child food, Beinmate initially entered the maternal and infant market with rice noodles and molar biscuits.
This time Beinmate's deployment in the field of children's snacks may become a major growth opportunity for the company in the future.

However, companies like Beinmate also have obvious product and crowd limitations.
First, because their company's main business is focused on infants and young children for a long time, it is difficult for its sub-brands to escape from younger children (3-6 years old).
In the age group, the product type is currently based on milk-containing foods.

The fifth type of players is a start-up/innovative children's snack company represented by GOOD GOUT, Baobabie, and Dr.
Cheese.

GOOD GOUT was born in 2010 and was acquired by Jianhe Group in 2018.
In 2019, GOOD GOUT officially entered the Chinese market.
With health, deliciousness, and fashion as the three cornerstones, it creates healthy snacks under a new concept for children .
After entering the Chinese market, GOOD GOUT has cooperated with Tmall and JD to build a children’s zero food category.
In May, as the captain of the category, it cooperated with other brands that have begun to enter the children’s zero food category to host Super Kids Series of activities such as category day.

At the FBIF2020 Food and Beverage Innovation Forum, Yan Lu, the head of GOOD GOUT China, also shared about the Chinese children's snack market.
At that time, it was mentioned that the cooperation with these platforms played a key role in GOOD GOUT's business in the Chinese market.

Organic baby food supplement and children's snack brand-GOOD GOT

GOOD GOUT includes two major categories in its product portfolio, which are aimed at infants and toddlers aged 0-3 and children over 3 years old.
The product matrix is ​​very rich.
Snacks for children over 3 years old mainly include rice crackers, organic biscuits, organic cereal crisps and other products.

On the one hand, GOOD GOUT’s expertise and advantages are reflected in its product development capabilities.
In terms of recipes and recipes, each of the company’s recipes is an original recipe prepared by a Michelin-starred chef, and promises that all the company’s products have no original fruits and vegetables.
Less than 60%; on the other hand, in terms of raw materials, the company chooses 100% high-quality raw materials from organic agriculture, and has obtained the double certification of French international organic certification and European and American organic certification; the core raw material source is French organic farms, and no coloring is added.
For any chemical ingredients such as, flavors, etc.
, some overseas purchases will be made based on the characteristics and quality of the raw materials.
For example, bananas are from Ecuador and mangoes are from India.

Brand power is another advantage of professional children's snack brands.
In terms of packaging, the company tried to make it stand out on supermarket shelves through bright color matching and attractive design.
In addition, the company also attaches importance to the practicality and fun of the packaging itself.
For example, in April 2020, GOOD GOUT launched a limited-edition farm gift box.
The gift box is in the shape of a small house.
After opening, it is a layer of organic chocolate rice cake combination.
After removing it, you will see a farm test field.
There is a small drawer under the box, which contains nutrient soil, green plant seeds, and gardening shovel.
Little ingenuity can not only let children feel the joy of planting, stimulate their creativity, but also let children feel the charm of nature at home.

In addition to GOOD GOUT, there are several representative children’s snack companies: Baby Glutton, Domaomao, and Dr.
Cheese.
These three companies are all included in the list of startups in 2020 that we launched before the Spring Festival.
You can click Read our interpretation and analysis of these three companies here.

The sixth type of players are relatively special IP-driven children's snack companies that dominate the minds of users.

According to the "Analysis Report on the Economic Operation of the National Food Industry in 2018", in 2018, the food industry realized a main business income of 9.
02 trillion yuan, of which the retail sales of IP authorized goods was 85.
6 billion.
Looking at the snack food industry in the past two years, "Cartoon IP Authorization" has achieved remarkable results, occupying a lot of shares in the entire industry.

The original generation of mobile Internet is relatively early, and under the influence of the new media environment, it has a clear cognition and preference for IP characters.
Dongguan Yizhi, as the earliest authorized food supplier of Peppa Pig in China, has been focusing on the development of children's snacks with cartoon IP themes including "Piggy Peppa", "linefriends", Disney series and many other cartoon IP themed snacks through IP authorization since 2015.
Series of products, the specific product types are mainly biscuits and candies.

Pig Peppa brand snacks launched by Dongguan Yizhi, photo source: Yizhi Food

However, the common problem of such IP-driven companies is that they have weak product innovation and R&D capabilities.
In addition, because they focus on IP in marketing, their brand awareness is also relatively low.

Beakid, another children's snack brand with "SpongeBob SquarePants" as its IP image, is more competitive in product development and user reputation.
For example, beakid recently launched children's prebiotic milk tablets, with a healthy and friendly raw material formula "0 additions.
" , And designed a series of products rich in vitamins, lutein esters, probiotics, etc.
according to the different nutritional supplement needs of children.
Strong IP attributes are only a means of product marketing.
To stand out in the children's snack market, you also need to have stronger product power and brand power.

Where are the innovation and entrepreneurial opportunities for domestic children’s snacks?

Where are the innovation and entrepreneurial opportunities for domestic children’s snacks?

The future children’s snack market will present a deep integration of the two types of product logic that are adult snacks and children’s needs.

The future children’s snack market will present a deep integration of the two types of product logic that are adult snacks and children’s needs.

From the perspective of consumer demand, we believe that in the future, children’s snack products will transform more emotionally satisfying products that satisfy consumers’ appetites into function-driven products that provide richer product value, or both will be more in-depth The integration of food products has transformed consumers' original traditional concept of "unhealthy" snack products, and made healthy children's snacks as an essential part of children's daily dietary combination with nutritional supplement or meal replacement functions.
Of course, this requires future children's snack companies to work hard in product innovation, market education and other aspects.

From the perspective of category expansion and product innovation, the following are some of our thoughts on the innovation opportunities of domestic children's snacks.
Combining with the more mature market situation of children's snacks in foreign countries such as Europe, America and Japan, we believe that the innovation of children's snacks can be cut from the following dimensions:

First, it is the selection of categories and the expansion of new categories.

In general, the three main types of snacks for children in the European and American markets are: ① cereal products represented by oatmeal rings, oatmeal, cereal bars, etc.
; ② dairy products represented by cheese bars, yogurt bars, etc.
; ③ Fruit and vegetable products with fruits or vegetables as the main raw material, such as fruit crisps, fruit rolls, vegetable cakes, etc.
In addition, the boundaries between these three types of snacks are becoming more and more blurred.
We hope to combine foreign category innovation trends to explore which categories of domestic children's snacks may have large-scale demand opportunities.

Cereal products were originally more foods to meet the needs of breakfast or dinner replacement, but in recent years, driven by the trend of cereal snacks, cereals have been added to snack products more, and there are innovations such as Wang Baobao.
The emergence of snack cereals also reflects the extension of cereals in different diet scenarios.
Since cereals have strong health properties, we believe that cereal-based children’s snacks will be a better innovation.

From the perspective of product form, cereal bars are a very fast-growing sub-category in the foreign children’s snack market.
Whether it’s the quaker kids’ organic children’s cereal bars launched by the oatmeal brand Quaker kids and the children’s series products launched by the snack bar brand Kind that we have written about, including the fruit cereal bars launched by the American snack brand THIS SAVES LIVES, due to high complex nutrition and portability In the European and American children’s snack market, many cereal-based children’s snack bar products and brands have emerged.

However, in the domestic market, due to the differences in dietary habits and the low level of market education for bar products, we need to innovate and innovate product forms that suit the tastes and dietary preferences of the Chinese people.

Dairy-containing snacks actually have a relatively long-term market foundation in China, but there are problems of single product type and homogeneity.
At present, milk-containing foods in the domestic children’s snack market mainly include milk chips, cheese bars, yogurt blocks and yogurt melted beans.
Mainly.
Among them, the players participating in the market are mainly dairy companies such as Yili, Mengniu, and adopting a cow; professional cheese brands such as Baijifu, Miaocolanduo, Lezhiniu, Miaofei, and Dr.
Cheese; and such as Yili Xiaoshixian, Xiaolulanlan, and beakid.
And other comprehensive children's snack brands.

Although the overall size of the domestic cheese market is still less than 10 billion, the growth rate is very fast, and the children's cheese market accounts for 50% of the cheese retail end.
In other words, children are the largest target consumer group for cheese brands.

，，，，。

，。

，。

3-66-12，，。3-6。：

①

①

3-66-12，、、，3-6。，；，3-6；，3-6，、。，3-6。

②

②

3-6，、、，6-12、；，3-6，，。，。

③

③

，，0-3，，，，0-3、3-6、6-12，3-6，。2020，，、D，3-6，、。

④ 6-12

④ 6-12

，6-12，，，，，、、，，，，，、、。，6-12，。

，。

，：① “”“”；② ；③ ，，。

First of all, products with “organic” and “natural” attributes in the raw materials and ingredients.
The core logic of such products is similar to the organic fruit and vegetable puree in infant food supplements, or the organic children’s milk in children’s drinks.
In the snack food market, GOOD GOUT can be said to be a representative brand with natural and organic characteristics, and local brands Baobaoyi also have many products that focus on organic ingredients.
From the perspective of the supply chain, due to the current number of domestic factories that truly meet the organic certification standards Limited, most products may have traces of marketing packaging.
We look forward to more children's snack brands and products that can differentiate in terms of raw materials in the future.

There are two main ideas in the innovation of product formulas.
The basic one is the "zero" addition or less addition of the main product, no chemical ingredients such as coloring, preservatives, etc.
, and the realization of less sugar, low salt, etc.
, in line with Children's special dietary health; in addition, a targeted formula suitable for children is formulated based on the needs of children in terms of taste, eating habits and health.

The third point is the innovation in the nutritional and functional aspects of the product.
We can also simply classify it as a nutritional supplement snack.
Functional needs are reflected in the daily diet of all consumer groups, and children are no exception.

On the one hand, it reflects the demand for high-protein, high-calcium and other nutrients; on the other hand, it is the addition of functional ingredients to improve the health of children’s immunity, brain vitality, intestinal function, etc.
, such as adding iron and zinc.
It is good for children's physical and mental development; adding FOS and GOS are prebiotic ingredients that are widely used in products that are beneficial to children's growth.
Products that add this ingredient include Xiaolulan yogurt soluble beans, Synbiotics infant milk powder, etc.

In addition, the application of probiotics in children's snacks is also a good innovation direction.
We have also sorted out some innovative functional ingredients that can be applied to children's zero food in the future: prebiotics include FOS/GOS, dietary fiber from grains; calcium, iron, and zinc trace elements that are beneficial to the physical health of children's growth and mental development; addiction; Lactobacillus acidi, Bifidobacterium animalis, Bifidobacterium lactis, Lactobacillus rhamnosus, Lactobacillus fermentum, Bifidobacterium breve, Lactobacillus reuteri and other 7 kinds of probiotic strains.

In addition to the innovation of the product itself, we believe that there are also some entry points from the perspective of packaging and branding.
There are mainly the following three ideas: ① Packaging design based on children's eating habits, such as improving packaging safety and portability; ②IP development; ③ Improve the interest, interaction and intelligence of the product from the product packaging.

Finally, regarding what we have mentioned above, we believe that the core logic behind the design of children's snack products can be divided into two directions: the childization of adult snacks and the purely starting from the needs of children.
But there is not so much clear distinction between the two, or we think that the two situations can be deeply integrated in the future.

The child-oriented design of adult snacks is more of a product development idea of ​​food companies that already have a good product foundation.
For example, the small deer blue children's yogurt block is based on the original large single-product adult yogurt block of three squirrels.
The advantage behind this product logic is that the company can choose snack products that have been verified by the market and received good consumer feedback to improve children’s needs, and at the same time, it can maximize the effectiveness of product development and save R&D costs, make full use of the advantages of the supply chain.

From another point of view, if you only use the single idea of ​​traditional adult snacks and children to design products, there will inevitably be the result of insufficient innovation in the long term.
Therefore, it is also necessary to break away from the original product foundation and carry out deeper and more advanced products.
Product design and innovation that are innovative and more in line with children's needs will become one of the breakthroughs for children's snack brands to solve the problem of product homogeneity and improve differentiated competitiveness.

Source: Foodaily Daily Food

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

xianjichina.
com">Return to Xianji.
com to see more