Roasted seeds, Chinese pastries, and dried preserved fruits are commonly consumed snacks. However, with the younger generations, this has extended to a more sophisticated palate. From the prestigious chocolate to nostalgic spicy gluten sticks, a wide selection of snacks was favored by the modern Chinese consumer.
A taste of China’s snack food market
In 2021, China’s snack retail sales topped 800 billion yuan, with sweet snacks such as confectionery and chocolate took the largest share. China was the third largest confectionery consuming country in the world, next to the United States and Japan. That year, a Chinese consumer was estimated to consume 1.28 kilograms of sugary confections, although this number is anticipated to decline as people's awareness of their health increases.On the other hand, an increasing number of Chinese consumers chose to tease their taste buds with savory and spicy snacks. In 2021, spicy snacks accounted for approximately one-fifth of China’s snack food market, with spicy meat and seafood snacks leading the segment. Driven by the burgeoning market, Weilong, the leading manufacturer of spicy snacks in China, became one of the most valuable unicorns in 2021.
Though the majority of Chinese consumers still purchase snack foods in brick-and-mortar stores, e-commerce is on the rise. 2021 was expected to see China's online snack sales surpass 100 billion yuan. Furthermore, q-commerce, an innovative online to offline retail channel which offers quick delivery, attracted many young Chinese snack eaters.
Healthier and more diverse
Over the past year, many Chinese consumers have adopted a healthier lifestyle, including eating specific foods that boost their health. Consequently, functional snacks with health benefits became a new trend among snack gastronomes. Compared to traditional functional foods, functional snacks are easier to carry and eat.Furthermore, Chinese appetites for snacks have diversified in recent years. There is a growing trend among younger generations to try snacks from other countries. In 2021, China imported sugar confectionery and chocolate confectionery worth more than one billion U.S. dollars. There was also an increasing interest in nostalgic snacks with Chinese characteristics. It is no surprise that snack manufacturers such as Want Want and Dali won the hearts of snack buyers once again.
