Original title: Analysis of the current situation and development trend of China's zongzi industry in 2022, the seasonal food boundaries are becoming increasingly weak. "Picture"
1. Overview of zongzi
zongzi, also known as "jiaozu" and "jiaozu", is one of the traditional delicacies with the deepest historical and cultural accumulation in my country. It is a cultural symbol that has been passed down for thousands of years in the Chinese nation. It has become a symbol of the Dragon Boat Festival together with dragon boat racing , wormwood, etc. From a classification perspective, there are three main classification methods for zongzi, which are based on appearance shape, zongzi leaves and filling. The specific classification and representatives are as follows:
Zongzi Classification and representative
Source: Public information sorting
2. Food safety related policies sorting
Zongzi industry belongs to the food industry. From the policy side, as consumers pay more and more attention to food safety and the country's With the continuous increase in environmental protection supervision, some small-scale and irregular enterprises will be gradually eliminated, the development of advantageous enterprises will be further accelerated, the integration of industries will be further accelerated, and the concentration of market will continue to increase. The scale operation of enterprises will become an inevitable trend in the development of the industry, which is conducive to standardizing market competition order, maintaining the industry image, and ensuring food safety. It is also conducive to large-scale enterprises to effectively reduce fixed costs and management costs, increase investment in food safety, branding, R&D, marketing, etc., and further improve the operating efficiency of enterprises.
Related policies of China's food safety industry
Source: Government public report, compiled by Huajing Industry Research Institute
3. The industry chain of zongzi industry
In the zongzi industry chain, the upstream is the raw materials, mainly including glutinous rice (rice), zongzi leaves, zongzi fillings, zongzi ropes and other seasonings; the middle stream is various zongzi, and the common zongzi include large meat zongzi, egg yolk zongzi, candied date zongzi , alkaline water zongzi , etc.; the downstream is the sales channel of zongzi, and finally reaches the terminal consumers.
Zongzi Industry Chain
Source: Public Information Compilation
According to the classification standards of " National Economic Industry Classification " (GB/T4754-2017), the sub-industry where Zongzi is located is baked food manufacturing (C141). Judging from the current situation of the baked food industry, according to relevant statistics, the market size of my country's baked food industry in 2021 reached 246.2 billion yuan, and the per capita baked food consumption in mainland China was 7.7kg, and the average per capita consumption was relatively low.
From the perspective of baked goods market structure, the size of my country's pastry market in 2019 accounted for about 58% of baked goods, of which zongzi/moon cake accounted for 3%/8% respectively.
Market size and market structure of China's baked food industry
Source: Public information sorting
IV. Analysis of the current situation of the zongzi industry
1. Industry supply and demand situation
From the perspective of industry supply and demand, in recent years, the rise of quick-frozen rice dumplings and vacuum rice dumplings, coupled with the types and production processes of commercial zongzi products, more exquisite packaging and appearance, has also promoted the development of the zongzi industry to a large extent. According to statistics, the output of my country's zongzi industry in 2021 reached 450,000 tons, with a demand of about 409,000 tons.
2016-2021 China's zongzi industry production and demand
Source: Public information sorted
zongzi market can be roughly divided into two forms of sales: fresh zongzi and quick-frozen or vacuum-packed zongzi. At present, the demand for fast-frozen or vacuum-packed rice dumplings in the market continues to be higher than that of fresh rice dumplings. Specifically, according to statistics, in 2021, my country's demand for fresh rice dumplings and quick-frozen vacuum dumplings can reach 163,000 tons and 245,000 tons respectively.
2016-2021 Demand in China's zongzi industry segments
Source: Public information sorting
2, market size
From the perspective of market size, the market size of zongzi is nearly 10 billion, and it will continue to maintain stable growth in the future.According to the prospectus data of Wufangzhai , the market size of China's rice dumplings in 2021 is about 8.4 billion yuan, and it is expected to grow at an annual compound growth rate of 7% in the next three years. The market size is expected to exceed 10 billion yuan in 2024.
2015-2024 Chinese zongzi industry market size and growth rate
Source: Wufangzhai prospectus, compiled by Huajing Industry Research Institute
5. Competitive pattern of zongzi industry
From the perspective of the industry competition echelon, the main manufacturers of my country's zongzi industry are divided into three categories: large, medium and small manufacturers. In terms of competitive landscape, the top three brands in the market share of the zongzi industry in my country's supermarket channel are Wufangzhai, , Sanquan , and Xunian. The market concentration of the zongzi industry in the supermarket channel is relatively high. In 2019, CR3 reached 68.1%, of which Wufangzhai was leading and the market share reached 30.2%.
Competitive echelons in China's zongzi industry
Source: Public information sorting
Wufangzhai was established in 1921 and mainly produces Chinese seasonal foods mainly glutinous rice food. It is the first batch of "Chinese time-honored brands" enterprises in the country. According to the company's prospectus data, the revenue of Wufangzhai Zongzi in 2021 reached 2.008 billion yuan, far higher than the revenue of 294 million yuan (2019) and Taoli Bread Zongzi 12 million yuan (2021). In terms of market size, according to the company's revenue data, Wufangzhai Industry accounts for 1/4 of the market size of the zongzi industry. It is estimated that Wufangzhai's market share in the zongzi industry will be about 23.9% in 2021.
Comparison of data of major manufacturers of Chinese zongzi industry
Note: Sanquan Food has not released zongzi category data after 2019.
Source: Wufangzhai prospectus, compiled by Huajing Industry Research Institute
6. Future development trend of the zongzi industry
1. As Chinese traditional culture is increasingly valued by people, zongzi, a food carrying traditional culture, has gradually become the new favorite of the market, and sales are constantly increasing. In addition to having the function of seasonal food, the gift attributes of zongzi have attracted more and more attention. Gift zongzi such as gift box zongzi and welfare zongzi have gradually occupied a place in the gift market.
2. While revitalizing with the revival of traditional festival culture, zongzi is becoming more and more popular among consumers due to its unique taste and variety of characteristics. It has evolved from a landmark festival food for Dragon Boat Festival to a daily convenience food. Especially in East China such as Zhejiang, Jiangsu, Shanghai, etc., zongzi has become one of the main breakfast and staple foods. At the same time, with the acceleration of the pace of modern life, zongzi has gradually enhanced its attributes as daily convenience foods due to its convenience and speed, and the boundaries between off-peak seasons are increasingly weakening, which has prompted the gradual expansion of its market size.
3. With the continuous development of e-commerce and logistics distribution, e-commerce channels have become one of the important channels for the sales of rice dumplings. Industry companies have deployed online platforms such as Taobao, Tmall , JD , Suning , etc., and combined with big data technology to conduct precise marketing, and are closer to consumers, especially young consumers through taste innovation, IP joint branding, private customization, etc., making the Dragon Boat Festival "zongzi" culture move towards a young group. As a must-have food for Dragon Boat Festival, the sales of zongzi online platforms have continued to rise in recent years. According to relevant consumption data, online sales channels have grown significantly in recent years.
Original title: Analysis of the current status and development trend of China's zongzi industry in 2022, the season of food boundaries is weakening. "Picture"
Huajing Industry Research Institute conducted an in-depth analysis of the current development status of China's zongzi industry, upstream and downstream industrial chains, competitive landscapes and key enterprises, to minimize corporate investment risks and operating costs and improve corporate competitiveness; and use a variety of data analysis technologies to predict the industry's development trends so that enterprises can seize the market opportunities in a timely manner; for more detailed content, please pay attention to the "2023-2028 China zongzi industry market panoramic assessment and investment strategy planning research report" published by Huajing Industry Research Institute.
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