Recently, Nestlé's premium brand, Zhenkaifu, launched a new and innovative wafer cereal product. This new product not only features a smooth and tempting chocolate coating but also a crispy and delicious wafer core. It perfectly combines the unique flavor and shape of the classic wafer, offering an endless aftertaste. More notably, the product includes whole wheat ingredients, rich in dietary fiber and seven vitamins and minerals, truly achieving a perfect blend of taste and health.

Why Wafer Cookies Are So Popular with Consumers?

The International Food Exhibiton has observed that Nabati wafer cookies, which are bestsellers across all five continents, consistently hold the top spot in the cookie category, a testament to their popularity. It is worth mentioning that wafer cookies have become a sought-after snack at large events, competitions, and sports events. Whether at music festivals or sports meets, their presence is ubiquitous. These events not only enhance the brand recognition and acceptance of wafer cookies but also build a close connection between consumers and the brand as they enjoy the delicious taste.

A Beloved Classic Snack

Wafers, with their crisp and thin cookies, rich fillings, and mellow texture, have won the hearts of a wide range of consumers. According to the "China Wafer Cookie Industry Market Research Report," the global wafer cookie market size reached a staggering 12.418 billion yuan in 2022, with China contributing a share of 3.699 billion yuan.

Exploring a New Horizon of Health and Diversity

With the growing awareness of health, new forces in the wafer market focusing on health concepts are emerging, while traditional leading brands are actively responding, sparking a wave of market transformation.

Nabati Wafers

Amidst the rising trend of healthy snacks, emerging brands like ffit8 are continuously emerging and engaging in fierce competition with traditional wafer giants such as Nestlé, Lotte, and Garde. Despite the established market positions, deep consumer recognition, and specific taste preferences of these veteran brands, ffit8 has chosen wafers as its entry point, creating biscuits that are sugar-free, high in protein, and high in fiber, while maintaining a delicious taste comparable to high-sugar and high-fat biscuits. This innovation not only meets consumers' dual demands for health and taste but has also successfully attracted a large number of loyal users. Recently, ffit8 launched the "New-Generation Protein Wafer Biscuit," further consolidating its leading position in the healthy snack market.

Lila Thick-Cut Wafer Biscuits

In the wave of healthy snacks, the strong brand Muscle Unicorn also introduced its whey wafer protein bar, offering a variety of flavors such as cocoa, hazelnut dark chocolate, strawberry yogurt, and durian. This product is not only high in protein but also enriched with dietary fiber and vitamins, providing consumers with a nutritious and delicious choice.

Additionally, Garde, as a leading company in the industry, upgraded its star wafer biscuit series in the first half of this year. The new recipe includes dietary fiber and ensures zero trans fats, offering consumers a healthier and more satisfying eating experience. This upgrade quickly won the love and pursuit of young consumers.

Rapid Development and Innovation

As the wafer market continues to heat up, the field is witnessing a rapid development momentum, with new products emerging like mushrooms after rain.

On the other hand, with the prosperity of the economy and the improvement of living standards, consumers have become more demanding regarding the safety, health, quality, and taste of food. In the increasingly competitive wafer market, the industry is constantly innovating to meet consumer expectations. Looking ahead, the product line of wafer biscuits will become more diverse and colorful, and will also move towards a more premium market.

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Source: BaiDu

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