Dumplings, glutinous rice balls, snail noodles, self-heating hot pot...these are diverse, healthy and delicious convenient fast-food products. Their sales once plummeted due to squeeze from takeaways, but now they are favored by more and more young people due to continuous innovation.

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According to the "2021 Fast Food Youth Consumption Trend Report" released by CBNData, the convenience fast food industry has grown steadily in recent years, product prices have increased significantly, and the domestic market size is estimated to exceed 250 billion yuan.

The growth rate of the online market in the past year has exceeded 70%.

The emergence of "new instant foods" such as oatmeal drinks and semi-finished dishes. From 2019 to 2021, the operating income and total profits of domestic convenience food manufacturing companies both increased.

The consumption volume and penetration rate of the online fast food market have steadily increased.

Compared with the online food market, the online fast food market has a higher growth rate in terms of consumption amount, consumer groups, customer unit price, and consumption frequency, and the fast food market has a vast space.

Among product types, traditional categories such as convenient fast food and quick-frozen food still occupy the mainstream, but the emergence of emerging categories such as oatmeal drinks, compound seasonings, cooked food, semi-finished dishes, and fast food delivery coupons has greatly enriched the fast food market structure.

In the past year, the number of new and cutting-edge brands has increased, injecting new vitality into the fast food market.

The report shows that women are the main consumer group in the current fast food market, but the unit price of men's customers is slightly higher than that of women, and their proportion of consumption has increased.

The post-85s, post-90s and generation Z account for a higher proportion of consumption than other groups, constituting the core consumption force of fast food products.

Compared with other generations, the unit price of Generation Z still has room to increase and there is still consumption potential.

Compared with 2020, the unit price of fast food consumers in all city lines has increased. The unit price of fast food consumers in first-tier cities leads other city lines, and the second-tier cities account for the highest proportion of consumption.

Consumers in different city lines have different demands for fast food. Consumers in first- and second-tier cities express their preference for low-fat, low-sugar and low-calorie fast food. Low-calorie is currently the biggest demand of consumers in first-tier cities.

Married people with children are the main group of fast food consumers, and their unit price and unit price increase are higher than those of other life stage groups.

The proportion of single people’s consumption has increased, and they are a group of people with fast food consumption potential that cannot be ignored.

There are also differences in the eating scenarios of consumers in different life stages. People who are single, in love, and preparing to get married prefer eating in dormitories and late-night snack settings. People who are married and have no children prefer eating outdoors, and people who are married and have children prefer eating at home.

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Fast food relieves nostalgia and regional specialties quickly "break out of the circle". In the online fast food market, the consumption of regional delicacies has grown rapidly, successfully extending the food sales radius. Among them, regional specialties such as duck blood vermicelli and Jiangsu rice noodles have the fastest growth.

Snail noodles currently account for the highest proportion of consumption, and Guangxi brands represented by Haohuanluo and Luobawang have successfully "out of the circle" with their snail noodles.

East China has the highest proportion of fast food consumption, followed by South China and North China.

It can be seen from the ranking of consumers' preference for fast food in different regions that the taste of hometown is preferred, such as xiaolongbao, duck blood vermicelli, Jiangxi rice noodles, Chezi noodles, cold noodles, hot dry noodles, Chongqing noodles, Mianyang rice noodles, and oil noodles.

Regional specialties such as noodles are on the list.

In the post-epidemic era, "home kitchen" fast food products represented by ramen noodles and kongke have emerged and are popular due to their superior taste and simple and easy cooking techniques.

Semi-finished dishes that enhance consumers’ cooking experience have experienced substantial growth, and the consumption growth rate of meat, aquatic products, and soy products in semi-finished dishes has increased.

The use scenarios of fast food are also constantly expanding.

Late night snacks were the most mentioned scenario, followed by dormitories and families.

The favorite fast food categories for those who stay up late are "instant noodles, ramen noodles", "instant vermicelli, rice noodles, snail noodles" and "instant hot pot". Spicy, sesame, and seafood flavors are preferred, and spicy, abnormally spicy, spicy, etc.

Flavors are less popular during late night snack time.

Weird or delicious?

Novel flavors continue to emerge. Regarding the taste of zongzi, the northern region prefers sweet flavors such as bean paste and candied dates, while the southern region prefers salty flavors such as egg yolk and fresh meat, showing a taste preference of salty in the south and sweet in the north.

In the northern region, Xinjiang and Tibet show a preference for seafood rice dumplings, while in the southern region, novel flavors such as stinky tofu, snail noodles, and durian are preferred.

When it comes to the flavors of glutinous rice balls and Yuanxiao, the northern region shows a preference for traditional sesame and peanut flavors, while the southern region prefers softer flavors such as purple sweet potato and chestnut.

In the northern region, novel flavors such as durian and cheese are appearing on the dining table, while in the southern region, fruit flavors such as strawberry, blueberry, and durian are popular.

As an emerging force in the fast food industry, self-heating food not only launches differentiated competition in taste and packaging, but also expands into new subcategories such as self-heating noodles and self-heating spicy hotpot.

Live broadcast has brought favorable assistance to self-heating food. Self-heating food brands such as Zihaiguo and Kaixiaozao also use technologies such as 3D green screens and virtual anchors to bring more topics and highlights to the live broadcast room.

In addition, the consumption of delivery coupons is constantly increasing. Zongzi delivery coupons, convenient fast food delivery coupons, and cold chain fast food delivery coupons are the main delivery coupon categories.

Among them, rice dumpling pick-up coupons are mostly purchased before the Dragon Boat Festival, convenience food pick-up coupons usher in the annual consumption peak during the summer vacation, and cold chain fast food pick-up coupons are most popular during the Spring Festival.