--- title: "2017 China Online Snack Consumption Trends Report! Unveiling 7 Truths Behind Alibaba's Big Data!" description: "On September 26, CBNData released the '2017 China Online Snack Consumption Trends Report', based on Alibaba's big data, providing a comprehensive insight into the development trends and consumption characteristics of China's online snack industry. From it, we can glean many highlights." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2017-10-15" language: "en" canonical: "https://xinjignxiao.com/en/articles/2017-china-online-snack-consumption-trends-report-unveiling-7-truths-beh-85dd3421/" markdown: "https://xinjignxiao.com/en/articles/2017-china-online-snack-consumption-trends-report-unveiling-7-truths-beh-85dd3421.md" original_source: "https://mp.weixin.qq.com/s/7kLnpQT1D4wbH5P39X2Rcg" translation: "https://xinjignxiao.com/zh/articles/2017%E5%B9%B4%E4%B8%AD%E5%9B%BD%E7%BA%BF%E4%B8%8A%E9%9B%B6%E9%A3%9F%E6%B6%88%E8%B4%B9%E8%B6%8B%E5%8A%BF%E6%8A%A5%E5%91%8A-%E6%8F%AD%E7%A7%98%E9%98%BF%E9%87%8C%E5%A4%A7%E6%95%B0%E6%8D%AE%E8%83%8C%E5%90%8E%E7%9A%847%E4%B8%AA%E7%9C%9F%E7%9B%B8-85dd3421.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/2017-china-online-snack-consumption-trends-report-unveiling-7-truths-beh-85dd3421/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # 2017 China Online Snack Consumption Trends Report! Unveiling 7 Truths Behind Alibaba's Big Data! > On September 26, CBNData released the '2017 China Online Snack Consumption Trends Report', based on Alibaba's big data, providing a comprehensive insight into the development trends and consumption characteristics of China's online snack industry. From it, we can glean many highlights. On September 26, CBNData released the '2017 China Online Snack Consumption Trends Report', based on Alibaba's big data, providing a comprehensive insight into the development trends and consumption characteristics of China's online snack industry. From it, we can glean many highlights. **1** **Snacks are the largest pillar of online food** As the saying goes: Food is the first necessity of the people. **The Chinese people's pursuit of food is also reflected in online sales data.** According to the CBNData report, the snack category is the largest pillar of China's online food sector, with more and more consumers flocking to the online snack market. The report points out that China's online food industry has maintained double-digit growth over the past three years, showing rapid development. At the same time, the online food industry has a rich variety of categories, with snacks accounting for the largest share of sales, about 30% of overall food, and increasing slightly year by year. The main driving force behind this growth is the continuous increase in the number of consumers. **2** **Two major trends: health and import** In recent years, with the improvement of national health awareness and the pursuit of quality life and product diversity, health and import have become the two major trends in online snacks. According to the CBNData report, high-sugar products such as preserved fruits, chocolate, and candy jelly have slowed down, below the average growth rate of snacks; biscuits and puffed foods have the fastest growth and have development potential. The report points out that **healthy snacks should do subtraction; sugar-free and low-sugar are new trends.** Although the volume of low-fat snacks is still small, they maintain rapid growth, with the proportion of low-fat biscuits and puffed snacks increasing year by year. **Healthy snacks should do addition: snacks with added crude fiber and coarse grains are on the rise.** In 2016, coarse grain snacks nearly doubled, with the proportion of coarse grain biscuits, puffed foods, and pastries increasing year by year. At the same time, combination packaging that meets different needs at once is a new trend in snacks, showing stepwise growth, with the proportion of combination-packaged nuts and roasted seeds increasing. Combination nuts are popular in the market, and more and more nut brands are starting to sell combination-packaged products. On the other hand, favorable national policies have greatly contributed to the sustained and stable development of China's cross-border e-commerce, allowing more imported snacks to enter China's online channels. **3** **Third- and fourth-tier cities are worth expecting** According to the CBNData report, nuts and roasted seeds, pastries, and preserved fruits contribute 50% of overall online snack sales. Nuts and roasted seeds have been the largest subcategory for three consecutive years, with an average annual sales share of about 23%; pastries account for 16%; and preserved fruits have dropped to 15%. At the same time, **the distribution of China's online imported snack categories is becoming more concentrated, with the three major subcategories being biscuits and puffed foods, chocolate, and candy jelly. The degree of importation continues to increase, with sales rising year by year, accounting for as much as 70%.** Among them, chocolate products have a higher degree of importation, while biscuits and puffed foods, despite rapid growth, still have room for improvement in importation, making them a benchmark category for online imported snacks. In addition, the consumption growth rate of healthy snacks in third- and fourth-tier cities has exceeded that of first- and second-tier cities, showing greater development space. Especially in fourth-tier cities, the degree of importation has improved significantly, and the growth rate is higher than the average, indicating great growth potential. **4** **Women aged 23-28 are the main consumers** Young female consumers are the main force of online shopping and also the main consumers of online imported snacks. According to the CBNData report, **compared to men, women prefer to buy snacks, with consumers aged 23-28 being the core group. Compared to the distribution of snack consumers, the proportion of female consumers of imported snacks has further increased; but comparing sales and numbers, male consumers have stronger purchasing power.** In addition, according to the CBNData report, **compared to overall snacks, imported snack consumption is more mature, with people aged 23-35 being the main group for online imported snacks.** Among them, women aged 23-28 account for the second-highest sales share, and their sales growth rate in 2016 was higher than the overall growth rate of online imported snacks. At the same time, this consumer group prefers pastries, dried tofu, and dried vegetables. **5** **Malaysia joins the top origins, focusing on sandwich biscuits** The report shows that snack sales exhibit an obvious 'head phenomenon' in terms of origin, meaning that about 10% of top origins contribute 80% of imported snack sales. **Once upon a time, snacks from Europe, America, Japan, and South Korea played the absolute leading role online, but now new competitors have emerged. Since 2015, the shares of the United States and Italy have declined, while those of Japan and South Korea have increased. At the same time, Malaysia has joined the top origins.** While imported snacks from Southeast Asia continue to grow, with growth rates higher than the overall imported snacks, Malaysia's growth rate has increased year by year and exceeds the average growth rate of Southeast Asian imported snacks. Among them, **biscuits and puffed foods are the largest category of online Malaysian snack consumption, and 70% of Malaysian biscuit and puffed food sales are contributed by biscuits, with sandwich biscuits and cookies being the main force.** In addition, the CBNData report also shared the top five best-selling Malaysian snack brands online, namely EGO, Julie's, Munchy's, Alfredo, and COCON. The top five brands account for 30% of total sales, with EGO and Julie's maintaining a high growth trend. **6** **Sell more + sell fast + sell long = bestseller** The report also elaborates on what constitutes an online bestseller. **That is, sell more + sell fast + sell long = bestseller.** The report points out that **the online bestseller categories are biscuits and puffed foods and seafood products, with annual sales rising year by year, and sales in the first half of 2017 have exceeded 60% of last year's sales.** From the three-year trend, South Korea and Vietnam were once the overlords of bestsellers. Recently, growth has slowed, and Indonesia and Malaysia are on the rise, becoming new favorites of consumers. **In terms of bestseller flavors, chocolate flavor is an enduring snack flavor, cheese flavor is becoming increasingly popular, and durian flavor, which was popular in 2014, has begun to decline.** **7** **Marketing models need to be diversified** The report also suggests that while ensuring product quality, seizing category opportunities, and targeting consumer groups, imported snack stores can carry out diversified online marketing innovations to increase sales. Measures such as celebrity cooperation, live streaming, and game streamer cooperation can be adopted. For example, cooperation with celebrities can help snack stores quickly increase traffic, and due to low purchase thresholds and high repurchase rates, traffic can be quickly monetized. Since e-sports fans are mostly homebodies, snacks can largely replace regular meals. For example, a snack store cooperated with a well-known domestic e-sports streamer, recommending the online store during live game broadcasts, which drove rapid sales growth. This is a new marketing model worth trying. Source: CBNData, New Food Review **2017 (3rd) FMCG + Internet Conference** will be held in Chongqing in November 2017. The conference will closely focus on the theme 'New Forces, New Ecology', inviting **1000+ distributors, 500+ brand owners, 200+ B2B platform founders, and 100+ investment and financing institutions** to jointly explore a new chapter of cross-industry integration! Click the link below to review the highlights of the first and second FMCG + Internet conferences: [2016 'FMCG + Internet' Summit Forum]() -END- --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. 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