Prefabricated dishes in the trillion market have also begun to roll inside. How can brands stand out in the fierce competition?

2022 At the beginning of the New Year , The food industry has ushered in the first outlet —— Prefabricated dishes . Braised Pork 、 dumplings 、 Steamed Abalone with Shark's Fin and Fish Maw in Broth 、 Roast sausage 、 The steak 、 Prefabricated dishes such as chicken chops have become a new favorite on the new year's Eve dinner table , Convenience of prefabricated dishes 、 quick 、 Delicious 、 The characteristics of the economy cater to the market demand , It has been favored by many consumers .

There are four types of prefabricated vegetable products , According to the degree of processing, it can be divided into ready to eat food 、 Instant food 、 Ready to cook food 、 There are four types of instant food , Ready to eat food can be eaten directly when opened , Ready to serve food needs to be prepared by oneself 、 To flavor 、 cooking .

Prepared food products are just red , Broad market prospect

In the Spring Festival 、 Under the multiple influences of the epidemic and the lazy house economy , The prefabricated vegetables stand at the air outlet . Whether it is the capital market or the new consumption field , The situation is very good .

AI media consulting data display , 2021 The market scale of China's Prefabricated vegetables is estimated to be 3459 One hundred million yuan , Prefabricated dishes are in their infancy in China , With the upgrading of consumption and the layout of cold chain logistics , The prefabricated vegetable market will be followed by 20% The growth rate of is increasing year by year , Usher in a period of rapid development , 2023 In, the market scale of Chinese prefabricated vegetables was about 5165 One hundred million yuan .

Why are pre made dishes so popular ? AI media consulting research data show that , 2021 year 71.9% The reason consumers buy prefabricated food products is to save time ; The second is delicious 、 I don't like cooking , Respective proportion 36.9%、30.4%. The prices consumers pay for prefabricated dishes are concentrated in 11- 40 The middle and low price of yuan ,36.5% The prices of prepared vegetables are distributed in 21- 30 element , The second is 11- 20 element 、31- 40 element , Respective proportion 24.66%、23.55%.

so , Economy of prepared vegetables 、 convenient 、 delicious 、 Health is the main reason why consumers choose to buy prefabricated vegetables . People think about the kitchen 、 The demand for cooking has changed , This also means that the prepared dishes are C The demand potential of the end is large , For prefabricated vegetable enterprises , The low - and middle price prefabricated dishes with simple and time-saving secondary processing will be the mainstream of the consumer market .

Behind the fire , How to stand out

Fast growing market and huge market demand , It attracted many players to enter , From food material enterprises 、 From catering enterprises to platform enterprises , Prefabricated dishes have become a field that many companies are competing for .

After the Ruixing coffee fraud , Luzhengyao aims at the market of prefabricated vegetables , Establish tongue tip Technology Group , Introduction “ Tip of the tongue Workshop ” Let's try the prefabricated dishes . Jingdong fresh 、 Box Ma Xian raw 、 Ding Dong buys vegetables 、 US group buying vegetables 、 New retail giants such as Daiichi Youxian have also joined the war of prefabricated vegetables , Seize the beach and lay out the market .

AI media consulting analysts think , Prefabricated dishes are in their infancy in China , Great market potential , However, the overall concentration of the industry is low , The industry competition is fierce . And the prefabricated vegetables have high requirements for cold chain technology , There are many kinds of Chinese cuisine , Further restrict the development of the enterprise , Consumer customers' satisfaction with the taste of prepared dishes is related to cooking technology , There are risks that are difficult to control .

Facing strong challenges and fierce industry competition , How should enterprises respond to ?

AI media consulting analysts think C There is great potential in the end market , Prefabricated vegetable enterprises can focus on Internet marketing , Use the Internet to play in a variety of ways , Such as live broadcast 、 Want to buy 、 Community and other ways of marketing , Spread prefabricated food products and brand information , Accelerate brand communication , Reach customers quickly . meanwhile , Major brands should also pay attention to the update and iteration of prefabricated food products , Continuously improve the product , Develop new products , Actively cater to the needs of mainstream consumers .