"Light food" is widely sought after by young people

Zhuzhou Evening News reporter/Liu Fang intern/Wang Rong

"The life of the fat man can only eat grass for dinner." Recently, in order to lose weight, Ms. Wen Wen chose low -calorie light food for dinner every day: a small plate of corn, virgin fruit, Dutch beans, and chicken breasts And purple rice.

With the arrival of summer, some citizens have gradually increased their enthusiasm for weight loss. Many young people have put their attention on low -fat and less oil -oriented "light food", and called this life "grass".

According to incomplete statistics, there are about 20 light food brands in Zhuzhou. On the major takeaway platforms, light food shops have also been enthusiastically sought after by many consumers, and thousands of light food shops sell thousands of copies a month.

High face value, high price

At noon on July 9, a lot of customers who came to dine in a light food restaurant on the third floor of Shennong City gathered. The reporter saw that some dishes in the selection area were sold out, and the two staff members in the store were choosing dishes for takeaway orders.

▲ A light food shop staff is preparing for meals. Reporter/Liu Fang intern/Wang Rong

一位正在点餐的罗女士告诉记者，外卖多的时候，她的等待时间往往超过十分钟，“有一次晚上下班过来，好几种食物都没有了。”美团平台的数据显示，该店The fried chicken breast salad on the monthly sales list was 364 copies of the month.

At the store's order card, the reporter saw that there were more than 10 models of salads, with an average price of about 35 yuan, of which the most expensive energy steak salad was 43 yuan.

"Although the unit price is slightly more expensive, we have strictly guaranteed the quality of the ingredients, and also invited a nutritionist to match the food to ensure that low fat and nutritional persons." The relevant person in charge of the store introduced that the store also requires the value of the food on the value of the food. Not only are the colors look good, but also the plate has requirements.

Even if the unit price is slightly more expensive, light food has been enthusiastically sought after by young consumers, and various light food shops have sprung up in various popular business districts and large communities. In addition, there are more and more restaurants that focus on the concept of light food. Brands such as waiting for Monet, Hen bread cuisine have also launched "grass" products to meet the needs of more young consumers.

"Health" and "Fitness" love light food the most

"Light food = salad, Japanese ingredients, vegetarian food." Many consumers think so.

In fact, the "light food" of "light food" refers not only to the amount of food, but more importantly, it means to maintain the most primitive taste and natural taste of the ingredients as possible with a simple cooking method.

The reporter observed that avocado, Li Mai, and Eagle Mouth beans have almost become standard in the salad package of more than 80%. In the choice of sauce, they are mainly Thousand Island sauce and oil vinegar. In order to attract customers, merchants have their own tricks. For example, in the germination of light food restaurants, the menu is described in detail on the menu.

"While paying attention to nutrition, you can also notice how much calories you eat." Such a diet is "the best choice" for Ms. Li, a fitness expert.

Similarly, Ms. Zhang, a "health master", will also choose the light food with hot oil, less oil, less salt, less sugar. She said: "Because of busy work, it is basically solved at night, but the general restaurants are spicy and skewers. Basically, it is heavy oil and salt. Eat it for a long time, with a large stomach burden, and light food such as miscellaneous grains and salads will be more refreshing. "

Enhance the flavor and grasp the stomach of young people

Looking at the whole country, this "light food style" is fierce. Ou Rui International data shows that the scale of China's light food market will reach 130 billion yuan in 2022.

Enterprise investigation data shows that there are more than 13,000 related enterprises in my country's existing "light food". In the past ten years, the overall registration volume of relevant enterprises has grown. In 2021, there were more than 6,000 new "light food" related enterprises, an increase of 75.87%year -on -year, which is the most new year for new related enterprises.

There are more choices for light food, and young people have high demand for light food. Some shops that do not want to be abandoned by the market have also begun to play "new tricks".

"Light food does not mean foods that have no taste and bad food. If you want to" kill the siege ", you must make the light food delicious and grasp the stomach of the young people according to the thoughts and needs of young people." According to the person in charge of a light food shop in the city, the shop has developed special spicy sauce based on the hobbies of Hunan people to enhance the flavor of light food and also "Hunan flavor".

In Zhuzhou light food stores with "hundreds of flowers", all brands should maintain their own "tone". Industry insiders said that all brands can form alliances, such as cooperation with gym, clubs, and clubs to jointly cultivate consumers.

Source: Zhuzhou Evening News

Review: Luo Xiaoling

Edit: Chen Chen

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