Who will be the next to "break the circle"?

After the "dormant" period in 2021 and the first half of 2022, the condiment industry is gradually returning to normal

New products emerge one after another in the era of fragmentation

In the consumer goods industry, rumors about the "demise of the era of big single products" have been around for a long time, but for the condiment industry with a relatively more traditional business format, big single products are still popular

With the rise of new consumer groups, consumers have more diversified product demands

But in these new categories and new products, it is not easy to create a big single product

Although the entire condiment market basically shows a situation of oversupply, from the consumer side, these products or categories cannot meet the needs of all consumption channels and scenarios

At present, the entire condiment market is still looking forward to the emergence of the next category that can spark the trend

"Breaking the circle" also needs to break the limitations and regional barriers

"At present, apart from hot pot seasoning and sauerkraut fish seasoning, the sales of other polyphonic products are not particularly outstanding, and various manufacturers are looking for new categories

After sorting out, it was found that on some online platforms, in addition to hot pot seasoning and pickled fish seasoning, the sales performance of Bobo chicken seasoning was relatively bright

How is the performance of Bobo Chicken Seasoning in the offline market? The marketing manager of a well-known company in a certain place in the southwest said: "Bobo chicken seasoning is not easy to sell, and the market performance is very ordinary

From this point of view, the popularity of Bobo Chicken is still staying in online channels, and there is still a long way to go before the real "breaking the circle"

Not only that, but from the perspective of product use, Bobo chicken seasoning is more complicated than hot pot seasoning, and requires a soaking process, which also has certain limitations for the current fast-paced life

So, how does Dapan Chicken Seasoning fare? As a compound condiment based on special delicacies, Dapan chicken seasoning still has obvious regional barriers to be broken

Therefore, at present, there is no category with very large single product potential in the entire compound condiment, which may be an important reason why the above-mentioned manufacturers said that "everyone is looking for new products"

(spear stone)

"China Food News" (July 21, 2022 Edition 04)

(Editor-in-charge: Gao Jiaodi)