What is the market prospect of light food industry?

Light food mainly refers to foods with low sugar, low fat, low salt, high fiber and high nutritional density. The characteristics of these foods are that they do not need complicated cooking methods and excessive seasonings, and maintain the original flavor of the food. Since 2020, the light food industry in China has developed rapidly and the number of enterprises has increased, which has attracted unprecedented attention from consumers.

Major listed companies in the industry: Baba, Meituan -W(03690) and Starbucks (SBUX).

Core data of this paper: light food industry mainly participates in enterprises, the scale of investment and financing in light food industry, and newly registered enterprises in light food industry.

Definition of light food

-Three key words: balance, nature and health

Light food evolved from afternoon tea in Europe, which is a concept opposite to traditional dinner. There is no strict standard for light food, which mainly refers to foods with low sugar, low fat, low salt, high fiber and high nutritional density. These foods do not need complicated cooking methods and excessive seasonings, and keep the original flavor of the food. A light diet is not only a kind of eating habit, but also represents a balanced, natural and healthy lifestyle.

-Label attention: "Low card" is the most concerned label.

Among the consumer groups in the field of light food, "low calorie" is the most concerned label, and its market attention reaches 56%, followed by vitality, health, muscle gain and vegetarianism. It can be seen that light eating is not only a means of losing weight, but also a way of life, which is quite consistent with people's simple and natural life concept.

Development status of light food industry

—— Development course of light food industry: In 2020, light food industry will enter a period of rising attention.

The development of light food in China is mainly divided into four stages. In 20 13, light food began to enter the China market, and people began to understand the light food industry.

20 15-20 17, the light food industry entered a capital-intensive investment period, and a large amount of capital began to flood into the light food industry, which developed rapidly;

20 18-20 19, due to the immature development of the light food industry, the light food industry entered the reshuffle period and the capital retreated rapidly;

Since 2020, the climax of light food industry in China has returned. With the rapid increase of light food enterprises on the supply side and the change of consumers' eating habits since the epidemic, light food industry has received unprecedented attention.

-light food consumption: light food consumption has grown rapidly.

Judging from the consumption of light food industry, in 20 19 years, the light food industry has experienced rapid growth in both merchants and consumers. According to the data released by Meituan, the number of orders and merchants of light food increased by 98% and 58% respectively, while the consumption of salad, orders and consumers increased by 63%, 6 1% and 39% respectively.

According to the light food sales data of Meituan Takeaway in June, 20021,in Beijing, Shanghai and Shenzhen, the sales data of the main stores in the light food industry are relatively high, and emerging brands are loved by consumers because of their high cost performance, with a large number of stores selling 9999+ per month.

-light food market participants: there are many participants in the industry.

From the perspective of market participants in the light food industry, it is mainly divided into start-up light food brands, traditional catering brands, sports and fitness brands and Internet brands. Among them, the start-up light food brand has developed rapidly this year. For example, Sharkfit has carried out four rounds of financing in two years and has been favored by many capitals; Traditional catering brands are mainly foreign-funded companies, and the main products are western food;

Sports and fitness brands regard light food as a part of their fitness industry ecology, and gradually improve their ecological chain by expanding light food categories; Internet brands are mainly tea brands, and the offline business model is mainly "coffee+light food".

Judging from the number of enterprises, there are more enterprises in the light food industry at present. According to cat survey data, there are 7,548 light food-related enterprises in China. From 20 17 to 20021year, the registered number of light food industry in China increased significantly, and the cumulative number of newly added enterprises accounted for 64% of the total, but the head enterprise effect was not obvious. It is expected that the industry will still experience a large-scale reshuffle in the future.

Downstream development of light food industry

-Major consumer groups: Women and young people are the main groups of light food consumption.

From the perspective of light food consumers, the main consumer groups in the light food industry are women. After 80s and 90s, these people have higher acceptance of different kinds of diets and greater demand for health and body management. According to the China Light Food Takeaway Consumption Report released by Meituan Takeaway, female consumers in the light food industry account for 69%, and consumers born after 1980s and 1990s account for 86%.

-Major consumption cities: First-tier and new first-tier cities are the main stages for light food consumption.

According to the data of China Light Food Takeaway Consumption Report released by Meituan Takeaway, the TOP 10 cities in 20 19 were Shanghai, Beijing, Shenzhen, Guangzhou, Chengdu, Hangzhou, Wuhan, Nanjing, Chongqing and Changsha, and the listed cities were concentrated in first-tier cities and new first-tier cities.

Development prospect of light food industry: China has a low penetration rate of light food and a large market growth space.

In recent years, the per capita disposable income of China residents has increased. In 2020, the per capita disposable income of urban residents in China will reach 43,834 yuan. With people's increasing attention to health and physical management, more and more consumers are willing to spend time and money on their own diet. Light food such as nutrition collocation, organic vegetables, slimming and shaping will gradually enter people's field of vision and penetrate into people's lives as a sustainable lifestyle.

At present, the light food industry in China is still in the initial stage of growth, and the national daily diet culture and related industries have not yet formed. By the end of 2020, the penetration rate of light food in China is only 40%. Compared with the penetration rate of 90% in developed countries, the market space of light food industry in China is huge.