As the Dragon Boat Festival approaches, the traditional seasonal food market is showing significant divergence. Unlike previous years, this year's festival consumption presents a stark contrast—offline sales of established brands in Guangdong have noticeably declined, while e-commerce platforms are experiencing explosive growth. At the same time, product innovations, from low-sugar healthy zongzi to regional specialty varieties, are redefining the market landscape of this ancient festive food. The sial shenzhen will offer more information about food trade.

The latest market data reveals profound changes in the zongzi industry. For example, Wufangzhai’s 2024 financial report shows total revenue of 2.251 billion yuan, down 14.57% year-on-year, with net profit falling 14.24% to 142 million yuan. Other well-known brands face similar challenges: while Taoli Bread’s zongzi business revenue grew 27.82%, its gross margin dropped by nearly 10 percentage points. Zhenzhenlaolao Food Co. reported expanded losses of 29 million yuan in 2024.  

Market research indicates that in mid-May this year, offline sales of pre-packaged zongzi plummeted 34.5% year-on-year, with average prices dropping below 20 yuan. The number of available product varieties also shrank from 4,092 last year to 2,657, a 35% decline.  

In sharp contrast, major e-commerce platforms saw impressive sales growth: Pinduoduo reported a 300% increase in zongzi sales, while Tmall’s "618" shopping festival saw a 70% rise in zongzi revenue. Notably, innovative products like durian ice zongzi and health-focused zongzi performed exceptionally well, with premium varieties such as abalone zongzi particularly popular in online channels.  

The sial shenzhen notes that amid intensifying domestic competition, zongzi exports are flourishing. Customs statistics show that in 2024, national zongzi exports surged 95.2% to over 157 tons. In the first five months of this year, Guangdong alone exported 150 tons of Dragon Boat Festival-related foods. This trend not only meets the festive needs of overseas Chinese communities but also serves as a new avenue for the global promotion of Chinese culinary culture.  

"Export orders entered peak season two months earlier than usual this year," said a manager at a Foshan-based food company, noting that their zongzi exports reached 44 tons, up 12.8% year-on-year, hitting a record high. In Zhaoqing, production of the local specialty "guozheng zong" exceeded 40 tons, with factories operating around the clock to fulfill orders.  

To cater to international markets, companies are actively innovating. A well-known brand’s premium offerings, such as abalone zongzi and quinoa-health zongzi, saw a 14% increase in overseas orders. Industry insiders note that with policy benefits like RCEP, zongzi exports are expanding from traditional Chinese communities to mainstream markets in Europe and North America.  

The current consumer market is undergoing significant transformation, with health consciousness profoundly influencing traditional festive foods. In supermarkets, healthy options like low-GI multigrain zongzi and mushroom zongzi are increasingly prominent.  

"The unexpected popularity of plain rice zongzi reflects shifting consumer preferences," said a purchasing manager at a retail chain. While traditional flavors remain, developing low-calorie and low-sugar products has become an industry consensus. Consumers are moving away from "novelty-seeking" toward "health and practicality," a trend also driving innovation in related products, such as the popularity of mugwort wellness gifts this year.  

Industry experts emphasize that in an era of rational consumption, products balancing affordability and health benefits will dominate the market. This industry-wide upgrade, starting with product innovation and extending to channel transformation, is redefining the millennia-old Dragon Boat Festival culinary tradition.

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Source: Yangcheng Evening News

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