---
title: "2022 Mooncake Style Battle Settled: Cantonese Style Wins 48% Support over Beijing Style, with Flowing Custard Growth 5.8 Times That of Five-Nut"
description: "As Mid-Autumn Festival approaches, mooncake consumption peaks. Traditional mooncakes have four major styles: Beijing, Cantonese, Suzhou, and Hong Kong. Regional preferences are relatively stable, but economic development and migration have changed them, sparking debate over which style and flavor is most popular. On September 7, JD Super, the largest online supermarket in sales and users, released data that may settle this decades-long controversy. According to JD Super's Mid-Autumn consumption data, Cantonese-style mooncakes lead with 48% support, surpassing Beijing-style. The growth rate of flowing custard mooncakes, a Cantonese representative, is 6.8 times that of five-nut mooncakes, a Beijing representative."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2022-09-09"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/3QzIgm2c6kipdwAopuUC8g"
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---

# 2022 Mooncake Style Battle Settled: Cantonese Style Wins 48% Support over Beijing Style, with Flowing Custard Growth 5.8 Times That of Five-Nut

> As Mid-Autumn Festival approaches, mooncake consumption peaks. Traditional mooncakes have four major styles: Beijing, Cantonese, Suzhou, and Hong Kong. Regional preferences are relatively stable, but economic development and migration have changed them, sparking debate over which style and flavor is most popular. On September 7, JD Super, the largest online supermarket in sales and users, released data that may settle this decades-long controversy. According to JD Super's Mid-Autumn consumption data, Cantonese-style mooncakes lead with 48% support, surpassing Beijing-style. The growth rate of flowing custard mooncakes, a Cantonese representative, is 6.8 times that of five-nut mooncakes, a Beijing representative.

As Mid-Autumn Festival approaches, mooncake consumption peaks. Traditional mooncakes have four major styles: Beijing, Cantonese, Suzhou, and Hong Kong. Regional preferences are relatively stable. In recent years, with economic development and population migration, regional preferences have been changing, making the topic of "which style and flavor of mooncake is more popular" highly controversial.

On September 7, JD Super, the online supermarket with the largest sales scale and user base, released data that may provide an answer to this decades-long debate. According to JD Super's Mid-Autumn consumption season data, Cantonese-style mooncakes, with 48% support, beat Beijing-style mooncakes to become the most favored style. The growth rate of flowing custard mooncakes, a representative of Cantonese style, reached 6.8 times that of five-nut mooncakes, a representative of Beijing style.

The "2022 JD Super Mooncake Consumption Trend Report," jointly released by JD Super and JD's Consumer and Industry Development Research Institute, also found eight major trends in mooncake consumption this year. Among them, new flavors such as soy milk and matcha saw sales growth of over 10 times year-on-year. Durian, Yunnan ham, red bean paste, and egg yolk with lotus seed paste became the most attention-grabbing mooncakes this year.

**01 Cantonese Style Beats Beijing Style to Take the Crown, Flowing Custard Growth 5.8 Times That of Five-Nut**

The report shows that Cantonese-style mooncakes, with 48% support, became the most favored style this year, with more supporters than Beijing and Suzhou styles. In recent years, Cantonese-style mooncakes have continuously innovated in fillings and crusts, leveraging advantages in variety to encircle other styles.

At the same time, a survey jointly conducted by JD Super and Beijing Daily showed that although Cantonese style won this year, in terms of filling flavor preference, Beijing-style five-nut mooncakes remain widely loved, receiving 47% of votes, nearly twice the votes of Cantonese egg yolk lotus seed paste mooncakes.

In terms of sales growth, Cantonese flowing custard grew 5.8 times faster than traditional five-nut mooncakes and 17 times faster than traditional red bean paste mooncakes. Moreover, new flavors gained more recognition this year, with sales of soy milk, peach-skin jasmine matcha, and chocolate milk mooncakes all growing over 10 times year-on-year. Sales of avocado, chocolate flowing, and green plum mooncakes grew over 5 times year-on-year.

**02 Males Prefer "Lotus Seed Paste," Females Prefer "Flowing Custard," and Those Over 26 Prefer Health-Conscious Mooncakes**

According to the survey, among consumers of "lotus seed paste" flavor, male users account for 60%, while among "flowing custard" flavor consumers, female users account for 60%.

The survey also showed that by age group, the 16-25 age group prefers nut-ingredient mooncakes; the 26-35 age group prefers donkey-hide gelatin mooncakes; and among the 36-45 age group, over 40% prefer "low-sugar" mooncakes.

**03 Nearly 60% of Northern Users Buy Cantonese Style, and Mooncake Specialty and Snack Attributes Gain Attention**

The survey showed that this Mid-Autumn Festival, nearly 60% of northern users chose southern-style mooncakes. Among them, 60% of Beijing users chose Cantonese style, and in Shandong and Hebei, over 60% also chose Cantonese style.

From user reviews, the report found that consumers are paying special attention to attributes such as "specialty," "snack," and "gift-giving." Some consumers buy Yunnan ham mooncakes as a Yunnan specialty for friends, and Hong Kong-style mooncakes as daily snacks and desserts.

Finally, the report also compiled a "Top 10 Most Popular Mid-Autumn Gift Boxes of 2022" ranking based on product sales, volume, growth, and positive reviews. Among them, Daoxiangcun Shangpin Yuli mooncake gift box, Meixin flowing custard mooncake gift box, and Guangzhou Restaurant Haoshi Chengshuang mooncake gift box took the top three spots.

Wang Xiaojun, General Manager of JD Super's Snacks, Beverages, and Water Division, said that JD Super's delicious, quality, and healthy food offerings may be the most abundant, and it is the preferred supermarket shopping destination trusted by consumers. To a certain extent, JD Super is the industry's largest stabilizer, the brand's largest growth field, and the largest trend incubator, as well as the only certain channel for high growth and profitability in the food industry.


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