sharon sanders
Editor-in-Chief & President
In addition to stockpiling, it's time to re-understand canned food
April 21, 2022 14:22
No matter whether you are in Shanghai or not, hoarding is a hot topic, and in the hoarding list circulated on the Internet, there is always the canned food.
Among them, a netizen named "Sanchuan" can be called a "master" of canned goods. In a collective brainstorming hoarding list, she revealed that she had hoarded dozens of cans, "braised pork, luncheon meat, roasted bran, Yunnan ham, sardines, tempeh dace, canned yellow peach, Chongqing noodles and meat sauce. Canned food, etc.".
Sanchuan admitted: "Actually, it's all I like to eat at ordinary times, and I'm very proud of it after hoarding it."
Unlike Sanchuan who "likes" canned food at ordinary times, more netizens just have a sudden demand for hoarding goods under the current situation.
From this point of view, while everyone is stocking up, it is time to re-understand canned food. It can be said that canned food and the industry and market behind it are more complex than most people know.
Sudden stockpiling stimulates canned food consumption
Before reading the can, there are two stories worth sharing.
The first story comes from the late Italian-born fashion designer Pierre Cardin. The "Kingdom of Cardin" he established is not only fashion, but also catering and other industries. Among them, the product with the most contrast with the design is considered to be the Pierre Cardin brand of canned sardines.
The reason for the production of canned sardines, Pierre Cardin, who has experienced world wars, responded that he would rather smell sardines than perfume because of starvation during the war.
The second story comes from a reader of Zheng Yuanjie, the "king of fairy tales".
In China, many post-70s and post-80s childhoods are inseparable from Zheng Yuanjie's works. He Yifan, a media person, recalled that after reading Zheng Yuanjie's "Canned Little People", he liked to eat canned food for a while, "I just hoped that a bunch of little people would pop out when opening the can.
The New Retail Business Review believes that these two stories connect the two needs of canned food. The former responds to food needs, while the latter is driven by spiritual needs such as fairy tales.
In China, the market for these two major demands has gradually disappeared. In addition, the food supply is dazzling and endless, and canned food is slowly declining in China.
According to the "Analysis Report on Production and Marketing Demand and Investment Forecast of China's Canned Food Industry", China's canned food production ranks first in the world, but the per capita annual consumption is only 1 kilogram, while the per capita annual consumption of canned food in the United States is about 90 kilograms, and that in Western Europe is about 50 kilograms.
The media shouted: "I'm sorry, the Chinese just don't like canned food!"
However, with the sudden and repeated outbreak of the new crown epidemic, more and more Chinese people have begun to re-understand and buy canned food. It is against this background that some time ago, Authentic Fengwu released the "Map of China's Canned Food", which revealed the entire domestic canned food and called on netizens to "hoard it".
In this "Map of Canned Food in China", each region has its own "main canned food". For example, in the Northeast region, the three northeastern provinces all produce canned yellow peach food, while Harbin City, Heilongjiang Province produces canned chicken, stewed mushrooms, and canned food in Heilongjiang Province. Canned cantaloupe and pickled cucumbers in Qiusha, Dalian City, Liaoning Province produces ocean-going saury, canned tuna in tomato sauce, and Hongta brand mackerel in tomato sauce, sardines in tomato sauce, spicy herring, canned beef, etc.
In South China, Guangzhou City, Guangdong Province has canned anchovies and dace produced by Yingqian, Zhanjiang City has canned pineapples in Qujie, Chaozhou City has canned olive vegetables, Yulin City of Guangxi Province has canned Wuchangchang Niuba, Hong Kong has A A canned abalone, Hainan has a gold medal up to coconut milk and so on.
These cans are not only of various varieties, but also "can make people eat the richness of a full-fledged Manchurian feast", but also meet the consumer demand for authentic food.
This is because the long-term preservation of canned food mainly relies on vacuum, sealing and sterilization.
In the process of producing canned food, food is put into canned food, and after exhausting, it is in a vacuum state to form an oxygen-free environment. When completely sealed, it will meet the requirements of commercial sterility under high temperature and high pressure conditions, making canning food A food that uses the least amount of additives while maintaining its original taste.
When a variety of canned products and the production technology that strives for the original taste come into the public eye at high frequency, especially under the "stimulation" of the demand for stockpiling, the public's canned food consumption will be opened and expanded, and canned food has become meaningful. extraordinary.
As the media said: "Canned food can not only lock thousands of delicious food in it, but also make time completely stagnant, and ingredients can span time and space.
It is easy to hoard goods, but it is difficult to shake the minds of consumers
Consumers hoard goods, which naturally promotes the growth of the operating income of canned companies.
The national food industry benefit data from January to July in 2021 shows that the operating income of canned food manufacturing enterprises above designated size in my country will be 64.58 billion yuan, an increase of 8.4% year-on-year.
Regarding the "record" of the canned food industry, some media analysts said: "Looking at the entire food manufacturing industry, this kind of growth can be described as quite dazzling."
However, while looking at revenue, you also have to look at profits. Data show that during the same period, the total profit of canned food manufacturing enterprises above designated size in my country was 3.01 billion yuan, a year-on-year increase of only 0.7%.
This means that in the face of this "stocking tide", my country's canned food industry still obtains small profits through overselling.
The reason is inseparable from the long-standing consumer mind.
Specifically, since 2000, in the minds of Chinese consumers, canned food has gradually been associated with "unhealthy".
In 2003, in the "World Health Organization's Top 10 Junk Food List", canned food was selected, with labels such as "added preservatives", "unhealthy", "unnutritious" and "not fresh". "Negative impressions are rooted in consumers' hearts." .
After the "hoarding tide" started this time, the media confirmed that the so-called "top ten junk food list announced by WHO" was actually "rumor". At the same time, the media also gave a detailed introduction to canned sterilization technology and product freshness.
Taking the freshness of canned food as an example, the media said that canned food is very fresh, and canned food is processed to keep food fresh.
"If meat and fish are not processed in time, they will quickly spoil. If vegetables and fruits are not processed in time after picking, they will also cause continuous loss of nutrients. In order to ensure the freshness of the ingredients, most canning plants are located far away from the ingredients. Not far from the delivery point."
Even so, Chinese people still do not "open their arms" to canned food. Even in extraordinary times, canned food is far less favored than vegetables, meat, etc., which is completely opposite to what canned food has encountered in Europe and the United States.
Nielsen data shows that in 2020, the sales of canned meat, chickpeas, and tuna in the United States will increase by 31.8%, 25.6%, and 24.9% year-on-year. The sales of canned vegetables in Germany will increase by 80%, and canned fruit will also increase by 70%. , and the domestic market is still the "world" of fresh food, and the growth rate of flour, vegetables, and meat is 50% to 100%.
In order to allow more consumers to accept canned food and boost canned food consumption, the domestic canned food industry has taken the initiative many times and launched measures such as the "Three-Year Special Action Plan for Brand Building in China's Canned Food Industry", but it is still unable to fundamentally shake the minds of consumers. .
Nowadays, hoarding promotes the upward growth of the operating income of canned food enterprises. The canned food industry can only follow the hoarding boom and establish a positive image of canned food such as good preservation, original taste, freshness and health, so as to shake and reshape the minds of consumers. "The hoarding tide "After that, the canning industry is expected to gain new growth space.
In the opinion of the New Retail Business Review, this is a difficult but correct thing that my country's canning industry needs to face.
Accelerate to undertake the consumer demand of generation Z
To shake and reshape the minds of consumers, it does not necessarily take a long time to attack the post-70s and post-80s. It is also a "focus" worth investing in to meet the consumer needs of the Z generation.
In fact, a group of companies are already working hard to enhance the appeal of their products to younger consumer groups, "looking for a seamless connection with the new generation".
For example, Wahaha, which acquired a canning factory in the early stage to accelerate the development of the company, continued to innovate its taste and formula, and successively developed new products such as xylitol eight-treasure porridge without sucrose, corn and pumpkin eight-treasure porridge with a healthy concept of coarse grains, and yam and porridge with the concept of traditional Chinese medicine. product.
Linjiapu also followed the pace of "sugar-free" and launched a zero-fat canned yellow peach. According to the introduction, "the ingredients are made with pure sugar, no low-cost and high-sweet sodium cyclamate is added, and there is no fat."
Li Ziqi has also launched nutritious instant canned soup, which adopts a self-heating design, and can eat a delicious and delicious nutritious hot soup within 8 minutes without plugging in electricity.
In addition, Shanghai Merlin packs Chinese dishes into cans, and Toshima Holdings Group, a canned mandarin orange maker, has developed functional jelly and fruit puree in order to enter the weight loss meal replacement market.
It is not difficult to see that the products created by these companies or individuals have the characteristics of convenience, quickness, health preservation, etc., all of which are deeply in line with the consumer needs of Generation Z.
Leaving aside the demand for health and wellness, the lazy economy closely related to "convenience" also has a market space that cannot be underestimated.
According to the "Lazy People's Consumption Data" report released by Taobao in December 2018, Chinese people spent 16 billion yuan to be lazy in 2018, an increase of 70% over the previous year, and the "lazy demand" of Generation Z grew the fastest, with an increase of 82% . Among them, canned food is regarded as "lazy food" and is also popular with the Z generation group.
In addition to Generation Z themselves, the pet cats they raise are also the targets of the canned food industry. According to the "2021 Pet Food Industry Research Report", among the snacks purchased by cat owners, canned cat food ranks first, followed by liquid snacks, dried meat or dried fish.
Liu Youqian, chairman of the China Canned Food Industry Association, believes that in recent years, my country's canned food market has shown a trend of product diversification and market segmentation, "increasing innovation and cultivating well-known brands have become the key to promoting the development of the canned food industry. factor".
Indeed, the inherent consumer mentality is not only an invisible "obstruction" for industrial development, but also a market opportunity with broad space. Only through product innovation and brand cultivation, canned food companies can increase their influence step by step, in order to undertake business including Generation Z. More people's consumption needs, through the "stocking tide", will be stable and far-reaching.
zhttps://k.sina.com.cn/article_6192937794_17120bb4202001taqn.html
April 21, 2022 14:22
No matter whether you are in Shanghai or not, hoarding is a hot topic, and in the hoarding list circulated on the Internet, there is always the canned food.
Among them, a netizen named "Sanchuan" can be called a "master" of canned goods. In a collective brainstorming hoarding list, she revealed that she had hoarded dozens of cans, "braised pork, luncheon meat, roasted bran, Yunnan ham, sardines, tempeh dace, canned yellow peach, Chongqing noodles and meat sauce. Canned food, etc.".
Sanchuan admitted: "Actually, it's all I like to eat at ordinary times, and I'm very proud of it after hoarding it."
Unlike Sanchuan who "likes" canned food at ordinary times, more netizens just have a sudden demand for hoarding goods under the current situation.
From this point of view, while everyone is stocking up, it is time to re-understand canned food. It can be said that canned food and the industry and market behind it are more complex than most people know.
Sudden stockpiling stimulates canned food consumption
Before reading the can, there are two stories worth sharing.
The first story comes from the late Italian-born fashion designer Pierre Cardin. The "Kingdom of Cardin" he established is not only fashion, but also catering and other industries. Among them, the product with the most contrast with the design is considered to be the Pierre Cardin brand of canned sardines.
The reason for the production of canned sardines, Pierre Cardin, who has experienced world wars, responded that he would rather smell sardines than perfume because of starvation during the war.
The second story comes from a reader of Zheng Yuanjie, the "king of fairy tales".
In China, many post-70s and post-80s childhoods are inseparable from Zheng Yuanjie's works. He Yifan, a media person, recalled that after reading Zheng Yuanjie's "Canned Little People", he liked to eat canned food for a while, "I just hoped that a bunch of little people would pop out when opening the can.
The New Retail Business Review believes that these two stories connect the two needs of canned food. The former responds to food needs, while the latter is driven by spiritual needs such as fairy tales.
In China, the market for these two major demands has gradually disappeared. In addition, the food supply is dazzling and endless, and canned food is slowly declining in China.
According to the "Analysis Report on Production and Marketing Demand and Investment Forecast of China's Canned Food Industry", China's canned food production ranks first in the world, but the per capita annual consumption is only 1 kilogram, while the per capita annual consumption of canned food in the United States is about 90 kilograms, and that in Western Europe is about 50 kilograms.
The media shouted: "I'm sorry, the Chinese just don't like canned food!"
However, with the sudden and repeated outbreak of the new crown epidemic, more and more Chinese people have begun to re-understand and buy canned food. It is against this background that some time ago, Authentic Fengwu released the "Map of China's Canned Food", which revealed the entire domestic canned food and called on netizens to "hoard it".
In this "Map of Canned Food in China", each region has its own "main canned food". For example, in the Northeast region, the three northeastern provinces all produce canned yellow peach food, while Harbin City, Heilongjiang Province produces canned chicken, stewed mushrooms, and canned food in Heilongjiang Province. Canned cantaloupe and pickled cucumbers in Qiusha, Dalian City, Liaoning Province produces ocean-going saury, canned tuna in tomato sauce, and Hongta brand mackerel in tomato sauce, sardines in tomato sauce, spicy herring, canned beef, etc.
In South China, Guangzhou City, Guangdong Province has canned anchovies and dace produced by Yingqian, Zhanjiang City has canned pineapples in Qujie, Chaozhou City has canned olive vegetables, Yulin City of Guangxi Province has canned Wuchangchang Niuba, Hong Kong has A A canned abalone, Hainan has a gold medal up to coconut milk and so on.
These cans are not only of various varieties, but also "can make people eat the richness of a full-fledged Manchurian feast", but also meet the consumer demand for authentic food.
This is because the long-term preservation of canned food mainly relies on vacuum, sealing and sterilization.
In the process of producing canned food, food is put into canned food, and after exhausting, it is in a vacuum state to form an oxygen-free environment. When completely sealed, it will meet the requirements of commercial sterility under high temperature and high pressure conditions, making canning food A food that uses the least amount of additives while maintaining its original taste.
When a variety of canned products and the production technology that strives for the original taste come into the public eye at high frequency, especially under the "stimulation" of the demand for stockpiling, the public's canned food consumption will be opened and expanded, and canned food has become meaningful. extraordinary.
As the media said: "Canned food can not only lock thousands of delicious food in it, but also make time completely stagnant, and ingredients can span time and space.
It is easy to hoard goods, but it is difficult to shake the minds of consumers
Consumers hoard goods, which naturally promotes the growth of the operating income of canned companies.
The national food industry benefit data from January to July in 2021 shows that the operating income of canned food manufacturing enterprises above designated size in my country will be 64.58 billion yuan, an increase of 8.4% year-on-year.
Regarding the "record" of the canned food industry, some media analysts said: "Looking at the entire food manufacturing industry, this kind of growth can be described as quite dazzling."
However, while looking at revenue, you also have to look at profits. Data show that during the same period, the total profit of canned food manufacturing enterprises above designated size in my country was 3.01 billion yuan, a year-on-year increase of only 0.7%.
This means that in the face of this "stocking tide", my country's canned food industry still obtains small profits through overselling.
The reason is inseparable from the long-standing consumer mind.
Specifically, since 2000, in the minds of Chinese consumers, canned food has gradually been associated with "unhealthy".
In 2003, in the "World Health Organization's Top 10 Junk Food List", canned food was selected, with labels such as "added preservatives", "unhealthy", "unnutritious" and "not fresh". "Negative impressions are rooted in consumers' hearts." .
After the "hoarding tide" started this time, the media confirmed that the so-called "top ten junk food list announced by WHO" was actually "rumor". At the same time, the media also gave a detailed introduction to canned sterilization technology and product freshness.
Taking the freshness of canned food as an example, the media said that canned food is very fresh, and canned food is processed to keep food fresh.
"If meat and fish are not processed in time, they will quickly spoil. If vegetables and fruits are not processed in time after picking, they will also cause continuous loss of nutrients. In order to ensure the freshness of the ingredients, most canning plants are located far away from the ingredients. Not far from the delivery point."
Even so, Chinese people still do not "open their arms" to canned food. Even in extraordinary times, canned food is far less favored than vegetables, meat, etc., which is completely opposite to what canned food has encountered in Europe and the United States.
Nielsen data shows that in 2020, the sales of canned meat, chickpeas, and tuna in the United States will increase by 31.8%, 25.6%, and 24.9% year-on-year. The sales of canned vegetables in Germany will increase by 80%, and canned fruit will also increase by 70%. , and the domestic market is still the "world" of fresh food, and the growth rate of flour, vegetables, and meat is 50% to 100%.
In order to allow more consumers to accept canned food and boost canned food consumption, the domestic canned food industry has taken the initiative many times and launched measures such as the "Three-Year Special Action Plan for Brand Building in China's Canned Food Industry", but it is still unable to fundamentally shake the minds of consumers. .
Nowadays, hoarding promotes the upward growth of the operating income of canned food enterprises. The canned food industry can only follow the hoarding boom and establish a positive image of canned food such as good preservation, original taste, freshness and health, so as to shake and reshape the minds of consumers. "The hoarding tide "After that, the canning industry is expected to gain new growth space.
In the opinion of the New Retail Business Review, this is a difficult but correct thing that my country's canning industry needs to face.
Accelerate to undertake the consumer demand of generation Z
To shake and reshape the minds of consumers, it does not necessarily take a long time to attack the post-70s and post-80s. It is also a "focus" worth investing in to meet the consumer needs of the Z generation.
In fact, a group of companies are already working hard to enhance the appeal of their products to younger consumer groups, "looking for a seamless connection with the new generation".
For example, Wahaha, which acquired a canning factory in the early stage to accelerate the development of the company, continued to innovate its taste and formula, and successively developed new products such as xylitol eight-treasure porridge without sucrose, corn and pumpkin eight-treasure porridge with a healthy concept of coarse grains, and yam and porridge with the concept of traditional Chinese medicine. product.
Linjiapu also followed the pace of "sugar-free" and launched a zero-fat canned yellow peach. According to the introduction, "the ingredients are made with pure sugar, no low-cost and high-sweet sodium cyclamate is added, and there is no fat."
Li Ziqi has also launched nutritious instant canned soup, which adopts a self-heating design, and can eat a delicious and delicious nutritious hot soup within 8 minutes without plugging in electricity.
In addition, Shanghai Merlin packs Chinese dishes into cans, and Toshima Holdings Group, a canned mandarin orange maker, has developed functional jelly and fruit puree in order to enter the weight loss meal replacement market.
It is not difficult to see that the products created by these companies or individuals have the characteristics of convenience, quickness, health preservation, etc., all of which are deeply in line with the consumer needs of Generation Z.
Leaving aside the demand for health and wellness, the lazy economy closely related to "convenience" also has a market space that cannot be underestimated.
According to the "Lazy People's Consumption Data" report released by Taobao in December 2018, Chinese people spent 16 billion yuan to be lazy in 2018, an increase of 70% over the previous year, and the "lazy demand" of Generation Z grew the fastest, with an increase of 82% . Among them, canned food is regarded as "lazy food" and is also popular with the Z generation group.
In addition to Generation Z themselves, the pet cats they raise are also the targets of the canned food industry. According to the "2021 Pet Food Industry Research Report", among the snacks purchased by cat owners, canned cat food ranks first, followed by liquid snacks, dried meat or dried fish.
Liu Youqian, chairman of the China Canned Food Industry Association, believes that in recent years, my country's canned food market has shown a trend of product diversification and market segmentation, "increasing innovation and cultivating well-known brands have become the key to promoting the development of the canned food industry. factor".
Indeed, the inherent consumer mentality is not only an invisible "obstruction" for industrial development, but also a market opportunity with broad space. Only through product innovation and brand cultivation, canned food companies can increase their influence step by step, in order to undertake business including Generation Z. More people's consumption needs, through the "stocking tide", will be stable and far-reaching.
zhttps://k.sina.com.cn/article_6192937794_17120bb4202001taqn.html