Domestic brands are for high -quality raw materials to define "new high -end" ice cream

The hot summer arrives, and ice cream has become the "popular item" of the superpower convenience store and online mall. More and more consumers have noticed that the multi -dimensional "opening" of high -end ice cream is very eye -catching -behind the taste, spelling, connotation, talking about scenes ... Behind the price of ice cream all the way, what is the willingness of consumers to be willing to The biggest core appeal for paying for it?

Products Hundred Flowers Putting High -end Ice Cream prices rising prices

As the peak season of "eating ice", midsummer has become the best marketing period of many ice cream brands in the year. The "China Ice Cream/Ice Cream Industry Trends Report" shows that my country's ice cream market continues to grow. In 2021, it exceeded 160 billion yuan, and the market size ranks first in the world. The reporter saw in the visit that in recent years, the "eating war" market, which has continued to continue, is still hot. In addition to the aggressive brands, the traditional brands are not weak at all. Various types of ice creams with eye -catching and creative flavors make consumers overwhelmed.

Although statistical point of view, offline channels are still the main battlefield of ice cream consumption, but the popularity of ice cream products has risen all the way in recent years, and there are hundreds of marketing and gimmicks -various types of net red ice cream are rushing to Weibo, Xiaohongshu, etc. Hot search for various platforms, product online channel sales have grown rapidly. Recently, the topic of "why the ice cream is selling more and more expensive" on Weibo has aroused the attention of netizens. Many people shouted that they lost the freedom of ice cream. The happiness of the popsicles.

"When I was still impressed by the old popsicle who stayed in the five cents, one dollar's ice factory, three dollars of Qiaolez and a dream dragon of eight dollars, they suddenly found that the popsicles who had more than ten yuan in the ice cream counters had already been in the ice cream counter. No more, many brands have never even seen it. "Sun Meng, 35 -year -old consumer, frankly said to reporters that" there is no most expensive, only more expensive "seems to be the most significant signal of high -end ice cream at the moment," novel taste, feelings, feelings Is resonance and exquisite shapes the reason for the increase in ice cream price increases? "Sun Meng questioned.

The reporter saw that the market is the most eye-catching and high-end high-end ice cream at present, and the price is mainly concentrated between 10 yuan and 20 yuan. There are no obvious characteristics of specific brands and product types. Imported giants, veteran domestic brands, local brands, new Internet celebrities and even catering cross -border products are involved. In terms of taste, it has also expanded from the well -known white peaches and sea salt in recent years to the flavor of coriander, sesame sauce and even black garlic; in addition to the popular cultural and creative ice cream, various joint IP, net red style, animal shape When the gimmick is full, even the "blind box game" appears, and constantly ignite the enthusiasm of consumers to buy.

The rise of the "ingredient party" high -quality raw material definition "really high -end"

For consumers, are they willing to pay for high -priced ice cream because of these "gimmicks"? The reporter noticed that compared to the new speed of ice cream brands and products, a considerable part of the "life cycle" of high -end ice cream products "Life cycle". Many new products and explosive products have been difficult to find the next year after the summer. In the first phase of the "Consumer Evaluation Room" filmed by this newspaper recently, several guests expressed their views on the basis of buying ice cream. Almost all interviewed guests said that the motives for buying new ice cream for the first time are more diverse, but the reason for the continuous repurchase is still product quality. Core competitiveness.

Data from Tianyan Check shows that at present, there are nearly 45,000 ice cream -related companies in my country. In the past five years, more than 5,000 ice cream companies in my country have been established every year, and the growth rate has always stabilized at about 10%. Industry insiders pointed out that ice cream products with strong impulse consumption attributes need to stand out from many products in a short period of time to get consumer attention from many products in a short time. Therefore, the packaging, face -to -face value, and concept of concepts have become the norm of competition in the industry. However, with the upgrading of consumer demand and consumer awareness, the competition of the ice cream track no longer stops in styling and taste innovation, and the face value and concept are no longer a weapon that attracts consumers for a long time. Consumers have proposed the quality of the ice cream itself. Higher requirements. Under this demand, a large number of "armed brains with science" also rose one after another.

In response, well -known health managers and special guests of the Yangtze Restaurant Tong Fei told reporters that "seeing ingredients" is particularly critical when buying food. "According to relevant laws, including foods, including ice cream, the ingredients tables need to be sorted according to the amount of ingredients. Therefore, when buying ice cream, pay attention to the first few items of the ingredients table to understand the main raw materials of the product. In particular, It is a more natural raw material such as raw milk. Compared with the processing of other composite raw materials, it has greater benefits to human health. "She said.

“以前经常在短视频平台的种草下尝试当红冰淇淋，但不少体验却差强人意，尽管造型别致，但入口后参差不齐的口感和浓烈的香精味真的让人很失望。”消费者陈In an interview with a reporter, Man said that she began to learn the ingredient table of the product. She said frankly: "The evolution from the face to the party to the ingredient party is really worth trying at every consumer."

Another consumer Liu Wei frankly said that after experiencing the "dual standard" incident of Dream Dragon Ice Cream not long ago, the brand is no longer the main basis for its purchase of ice cream. It can be understood that the component table can choose the right ice cream. "For example, the Qixuan Black Coquettish series recently included in the repurchase list is the top ingredients that occupy the raw milk and Belgium imported black chocolate." She believes that the good taste of ice cream is the key to consumers willing to buy orders. To maintain a good taste requires a higher -end pure raw material. She told reporters that after many scientific comparisons, she was more convinced that she could "find out" the ingredients before placing an order to "not step on the mine." The reporter noticed that according to the research report of the Food and Health Information Exchange Center, only 8.7%of consumers never looked at the ingredients table, and each must -see consumer accounted for 13.1%of the sample. It is not difficult to see that when consumers will check the ingredients table and analyze the cost -effective products as "conventional operations", the quality of raw materials behind the product will become the "standard" for consumers to buy ice cream products to chase.

Domestic brands are promoting the selection of raw materials to achieve a new height of taste and quality

It is worth noting that under the consumer demand of "real high -end", many brands have found the direction and exert their strength, with higher quality raw materials as the core, and constantly explore the secrets behind high -end ice cream.

The reporter saw that this summer launched the Qi Xuan of three products. As a domestic giant Yili's positioning high -end chocolate ice cream brand, after paying attention to the strong demand of Chinese consumers on the improvement of ice cream quality, it carried out targeted product research and development. Strive to create the ultimate taste through the selection of raw materials. As the only brand that realizes "imported Belgian chocolate + raw milk" in the entire line, Qixuan does not add an additional drop of water in the production process to achieve a sense of ice slag, and it also gives consumers a more dense taste experience.

"To achieve the ultimate sense of mouth through high -end raw materials is the principle that Qixuan's product development has always been adhering to, and based on consumer insights, creating a differentiated product line is also the direction of our efforts." Qixuan product R & D staff told reporters that in his opinion, in his opinion, Ice cream is no longer a simple summer heat relief food, but is developing in the direction of scene -like snacks or desserts. "What we have to do is to adhere to high -end quality materials and provide consumers with surprise through innovative technology. Differential products. "

The reporter noticed that in the three products of this Qixuan, in addition to the selected raw materials and unique shapes of the black series, the exquisite ice cream was the first automatic organizational counting packaging technology in the domestic industry to achieve the outer coating of the exterior layer of the double -flavored MINI products. Full automation of cloth, organizing, independent packaging, and counting combinations; at the same time, as the first domestic mini -packaging crispy ice cream, it achieves a bite of mini components, creating a new scene of eating new work relaxation and sharing of party sharing. The Qi series ice cream is renewed this year, and the five colors correspond to 5 flavors, which will make the hottest taste "one net" at the moment.

The industry ushered in the era of high -quality competition with raw materials as the core

The "China Ice Cream/Ice Cream Industry Trends Report" shows that ice cream is no longer simply cooling the heat and quenching cold drinks, but has become a carrier of social sharing, comforting the mind and emotion, and its products are also healthy. The reporter saw that, in addition to Qixuan's achievements on the road to realizing the "high -end" of ice cream, more and more brands have also made efforts to increase the proportion of raw materials, reduce additives to "lose weight", add low -fat low sugar high height Protein, etc., to improve the quality of the product itself, capture consumers' "heart".

Compared to the "high -end brand" represented by Menglong and Hagens Das in the traditional impression of consumers, in recent years, it has also gradually lost in the continuous efforts of domestic giants and old names such as Malline, Zhong Xuegao, Qixuan, and other domestic giants and samples. Original halo.

"With the upgrading of my country's consumption and the improvement of people's living standards, high -end domestic ice cream has emerged, and the entire market has also begun to change to the development of 'true high -end'." Qixuan's relevant person in charge pointed out that with the changes in consumer cognition changes, the changes in consumer cognition changes With their own raw materials, craftsmanship, and supply chain advantages, domestic brands will work hard to upgrade the quality of the product, and use better taste and stronger design to improve consumers' experience in high -end ice cream consumption.

Food analyst Zhu Danpeng believes that high quality has become an important trend in the future development of the ice cream market, and has also brought huge room for growth to the market. With the faster product update and the larger space for consumers, the ice cream brand must pay attention to the high quality behind high prices while speculating "gimmick" in order to continuously extend the life cycle of the product and obtain a wider market.

Text | Reporter Lu Yue

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