The World Research Consumer Index recently published its latest ranking of leading food and fresh product brands, offering valuable insights ahead of the  China Food Expo.During the monitoring period, Bestore, Mixue Ice City, Yili, Nestlé, and Mengniu claimed the top five positions in the comprehensive heat index, demonstrating outstanding performance across sales, media exposure, and social media engagement.

 The On-the-Go Revolution: Convenience Meets Health

In today's competitive snack market, "ready-to-eat portability" has become a crucial strategy for brands seeking to expand their consumption scenarios. Ranking data reveals that Bestore led in sales heat, a success closely tied to its accurate capturing of spring consumption trends through its "natural and healthy snacks" campaign and cherry blossom season limited-edition gift boxes. More significantly, the brand's core strategy focuses on innovation for on-the-go scenarios. Its launch of independently packaged nuts, marinated snacks, and other "pocket-sized" series—featuring distinctive "open-and-eat, grab-and-go" characteristics—precisely meets office workers' and Gen Z's dual demands for convenience and quality.

Similarly, brands like Want Want and Three Squirrels have successfully adapted to fast-paced lifestyles through small-package designs. This trend not only enhances eating convenience but also extends snack consumption from traditional leisure settings to diverse scenarios including workplaces, travel, and outdoor activities, creating new market growth opportunities.

Mixue Ice City's performance in this portability trend is particularly noteworthy. With its deeply established value-for-money positioning, the brand topped both sales and social media heat rankings. Despite previous food safety concerns, its diverse range of affordable tea beverages and cross-over offerings like independently packaged spicy strips, french fries, and hawthorn snacks have generated substantial "indulgent consumption" among users. Market feedback consistently highlights these products as "cheap and tasty," demonstrating the powerful appeal of high cost-effectiveness in the ready-to-eat sector.

 From General Wellness to Precision Nutrition: Evolving Consumer Needs

Another significant trend emerging from the rankings is the noticeable shift in consumer health demands from "general wellness" toward "precision health," directly influencing brand strategies in the precision nutrition space.

Dairy industry leaders Yili and Mengniu serve as prime examples of this trend. Yili's "Shuhua Lactose-Free Milk" specifically targets consumers with lactose intolerance, while its "High-Calcium, Low-Fat" products cater to those monitoring fat intake. Mengniu's "A2 β-Casein" milk focuses on households and individuals seeking superior nutritional quality. Such precise product positioning significantly enhances brand value-added propositions.

This precision trend extends across other categories. Sunong Group has positioned its "antibiotic-free chicken" and transparent supply chain as key differentiators, making products like crispy fried chicken and drumsticks preferred choices for health-conscious families and busy individuals. Jianong's introduction of low-GI bananas specifically addresses the needs of diabetics and sugar-control consumers. Market segments including high-calcium foods for seniors, high-protein light meals for fitness enthusiasts, and meal replacement solutions for office workers are experiencing rapid growth, confirming that "precision health" has become a central driver of product innovation.

 Sustainability Integration: Environmental Consciousness as Brand Essence

Beyond health considerations, environmental protection and sustainability are transitioning from peripheral concerns to central focuses in brand development strategies.

Nestlé is accelerating the expansion of its plant-based product line in the Chinese market, including items like "Su Xiang" ice cream, while committing to complete adoption of recyclable packaging by 2025. CP Group has introduced newly designed egg packaging made from 100% recycled plastic, directly responding to growing consumer awareness of low-carbon diets and environmentally conscious consumption, particularly among younger generations.

Conclusion

The snack industry's transformation is being driven by three powerful forces: portability expands market reach, precision nutrition deepens consumer engagement, and sustainability elevates brand value. These industry shifts will be prominently featured and further explored at the China Food Expo, serving as a crucial platform for showcasing innovation and shaping future market directions.

Source:36Kr

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