---
title: "Young People Who Don't Cook Are Nurturing a 100-Billion-Yuan 'Home Food' Market"
description: "Convenience noodles, frozen foods, and self-heating foods, which surged in 2020, are expected to continue their strong performance in 2021. As many young people spend the Spring Festival away from home, these 'home foods' are becoming essential, driven by the 'lazy economy' and changing consumer habits."
author: "螺蛳"
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published: "2021-02-17"
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# Young People Who Don't Cook Are Nurturing a 100-Billion-Yuan 'Home Food' Market

> Convenience noodles, frozen foods, and self-heating foods, which surged in 2020, are expected to continue their strong performance in 2021. As many young people spend the Spring Festival away from home, these 'home foods' are becoming essential, driven by the 'lazy economy' and changing consumer habits.

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**Convenience noodles, frozen foods, and self-heating foods, which surged in 2020, are expected to continue their strong performance in 2021.**
Just like the beginning of 2020 when the pandemic raged, the start of 2021 is also unusual.
The 2021 Spring Festival might be the first time many young people working away from home cannot return for the holiday.
Although "staying put for the New Year" physically shields them from relatives' nagging about marriage, the question of what to eat during the seven-day holiday has become a new challenge for the post-90s and post-95s, whose cooking skills are nearly nonexistent.
**"I absolutely won't cook,"** said Liu Hao, born in 1993, to Guanchao New Consumption. According to this seasoned homebody, he has already stocked up two large boxes of instant noodles, and for the New Year's Eve dinner, he'll use frozen dumplings.
"People like Liu Hao" have sent a signal that convenience noodles, frozen foods, and self-heating foods—the "home foods" that boomed in 2020—are likely to continue their strong performance in 2021.
**-01-****Rolling, Noodle and Rice Noodle**
It's said that tastes differ, but "instant noodles + ham sausage" surprisingly achieved nationwide uniformity.
In the 1990s, when traveling relied on green trains, instant noodles had already embedded themselves in Chinese food memories with their irresistible aroma from boiling water. Since then, the entire instant noodle industry experienced over a decade of continuous growth.
Data shows that from 2000 to 2011, China's instant noodle market grew rapidly, from 17.8 billion packs to 42.47 billion packs. According to data from the Prospective Industry Research Institute, in 2013, the total sales of instant noodles in mainland China and Hong Kong reached 46.22 billion packs, with an average of 1,465 packs opened per second.
However, after 2013, instant noodles hit a growth bottleneck. In 2016, annual sales dropped to 38.52 billion packs, returning to 2010 levels.
**On the surface, the growing food delivery industry took away market share from instant noodles.** Especially during 2015-2016, when Meituan, Ele.me, and Baidu Waimai were heavily subsidizing, instant noodles, which were inferior in convenience, quickly shrank.
**But the fundamental reason for the decline is 'consumption upgrade.'** With rising per capita disposable income, consumer demand levels have also risen. More convenient, diverse, and healthier fast food better meets the expectations of young homebodies.
In the shift from eating full to eating well, instant noodles, which upgraded slowly and transformed sluggishly, have seen their weight in the younger generation's diet decline. With high-speed rail speeding up, losing the "train carriage scenario" made things worse.
In a countercurrent, if you don't advance, you retreat. Entering the industry's winter, traditional instant noodle giants like Master Kong and Uni-President began to lead change. **The core strategy is simply "I'll quietly raise prices and then amaze everyone."**
Master Kong, after launching the 8 yuan/bucket "Jiangtang Series" in 2017, introduced the 20 yuan/bucket "Express Speed Noodle House" in 2018. Its annual reports frequently mention terms like "new high price" and "ultra-high-end," aiming to cater to consumption upgrade scenarios with multiple specifications and flavors.
The more agile competitor is Uni-President. Public data shows that Uni-President launched the 10 yuan "Champion List" in 2015, followed by the 8 yuan "Soup Master" in 2016. From 2017 to 2019, Uni-President successively launched the 20 yuan/bucket "Man Han Da Can Taiwanese Half-Tendon Half-Meat Beef Noodles" and the 10 yuan/bucket "Soup Master Extreme Flavor Series."
Prices went up, and so did the buzz. Although social media is filled with complaints like "can't even afford instant noodles," high-end instant noodles have carved out a positive growth curve despite the significant decline in traditional instant noodle sales. For specific companies, high-end products have also restored capital market confidence.
Financial reports show that since 2018, Master Kong's instant noodle business gross margin increased by 1.44 percentage points year-on-year to 30.23%, and net profit rose 14.63% to 1.709 billion yuan, driven by product mix optimization and upgrades.
Uni-President also mentioned in its annual report that it achieved financial growth through continuous research and innovation, with net profit growth as high as 17.2%.
Apart from the two giants, Master Kong and Uni-President, the third-ranked JML has also produced high-end products like "One Dish One Noodle" and "Old Fan Jia Fast Food Noodle House." Additionally, Nissin Foods, which holds a 60% share in Hong Kong, is also competing for domestic market share with high-end instant noodle products like "Demae Itcho."
**While instant noodles are busy "blooming new flowers on old trees," it's easy to overlook that instant noodles are no longer the only players in the fast-food noodle and rice noodle market.**
The "2020 Tmall Food Consumption Trend Report" shows that the instant food category has grown rapidly in recent years. Through modernization and flavor optimization, new categories are emerging in the fast-food noodle and rice noodle track.
**The fastest riser is Luosifen (river snail rice noodles).**
Before 2016, Luosifen had appeared on the hit IP "A Bite of China" and had opened sales channels through e-commerce platforms, but the data wasn't impressive.
However, in recent years, with the support of the Liuzhou municipal government, Luosifen has been given new connotations of local culture and Chinese cuisine, gaining massive exposure on e-commerce and social media. With increasingly mature industry standards and supply chain construction, the once-controversial Luosifen gradually left other Guangxi counterparts behind, racing ahead in the fast-food noodle category.
Now, searching "Luosifen" on Taobao, brands like Haohuanluo and Luobawang have monthly sales of over 300,000 units, while internet celebrity Li Ziqi's Luosifen reaches over 1.5 million units.
Instant Luosifen has also successfully embarked on a path to conquer the world. According to statistics, from January to July 2020, during the global pandemic, Liuzhou alone exported Luosifen worth 15.35 million yuan, 16 times the total export value for the whole of 2019.
**Luosifen is unstoppable, but red oil noodle sheets, hot and sour noodles, ramen, and rice noodles... are not to be outdone.**
The "2019 Taobao Foodie Big Data Report" shows that in 2018, the number of online consumers of hot and sour noodles reached 10 million, with a growth rate of 113%. Among them, "Shi Zu Ren"'s hot and sour noodles ranked first in online orders.
Unlike many internet-famous brands that focus only on online sales, Shi Zu Ren initially focused on offline channels. Currently, Shi Zu Ren has entered domestic supermarkets, convenience stores, KA, and new retail channels. In March 2020, benefiting from the pandemic "dividend," Shi Zu Ren's shipments grew 30% year-on-year, and GMV once increased to 90 million yuan.
Representing the instant ramen category is "Lamian Shuo," founded in 2016. In terms of product, Lamian Shuo focuses on "Japanese Tonkotsu Ramen," priced at over 30 yuan in physical stores, and through precise flavor replication and a 20 yuan price point, it has established a brand image of "quality without being expensive."
In terms of channels, Lamian Shuo started online and gradually expanded to new retail channels represented by convenience stores, and has now entered some traditional supermarkets in first-tier cities, advancing steadily. On the marketing side, Lamian Shuo has ridden the live-streaming wave, driving large-scale sales growth with over 1,000 live streams per month and more than 300 KOLs.
Data shows that Lamian Shuo's sales were approximately 80 million yuan in 2018, 250 million yuan in 2019, and a target of about 600 million yuan in 2020. In terms of business scale and growth, it's a company that cannot be ignored in the convenience food startup track.
Another company that cannot be ignored is Baijia Foods.
Baijia Foods was founded in 2016 and currently owns two brands, "Akuan" and "Baijia Chenji." Its products cover non-fried instant noodles, boiled noodles, instant vermicelli and rice noodles, self-heating food series, Sichuan-style compound seasonings, and ready-to-eat pickles, with 200 SKUs. The red oil noodle sheets and Chengdu sweet water noodles, which cater to young tastes, are bestsellers.
Public information shows that Baijia Foods completed a nearly 200 million yuan Series B financing in June 2020, led by Hillhouse Capital, with follow-on investments from Moutai Jianxin Fund and Yisan Capital, and continued support from existing shareholders Tongchuang Weiye and Binfu Fund.
At the end of September last year, Baijia Foods announced the start of its ChiNext IPO counseling. **If the listing succeeds, Baijia Foods is expected to become the first stock in the domestic convenience food market.**
In addition, there are other fast-food noodle and rice noodle brands like Kongke, Baman, and Gu Dasao, which introduce niche local noodle and rice noodle specialties into consumers' luxury fast-food "set meals."
**For young people staying away from home, these convenient foods are a great remedy for homesickness.**
**-02-****Frozen**
For a long time, public sentiment towards frozen foods has been complex. In the Chinese definition of good food, "freshness" is a crucial evaluation dimension, and frozen foods are easily labeled as "not fresh, not healthy."
Statistics show that as of 2017, China's per capita frozen food consumption was only 10 kg, lower than the US's 80 kg, Europe's 40 kg, and Japan's 20 kg in the same period. Other data shows that in 2019, the domestic frozen food market grew by 3% in sales, lower than the overall FMCG market growth of 5.3%.
**No one expected that the opportunity for frozen foods to "turn the tide" would be the pandemic.**
As the whole country entered home isolation, frozen foods were at the top of the list of online panic-buying items.
Data shows that from February to November 2020, on the Tmall platform, average sales of frozen categories such as seafood balls, buns/pastries, dumplings/wontons, and tangyuan/yuanxiao increased by 431% year-on-year, with average sales volume up 332%. Among them, seafood balls saw the highest monthly sales growth of 6217.1%, with sales volume up 2582.3% year-on-year.
**The same boom was reflected in the secondary market.**
Since the pandemic last year, the stock price of Sanquan Foods, a listed company specializing in frozen pastries, rose from a low of 12.15 yuan to a high of 40.38 yuan, surging over 232%. The company's latest Q3 2020 report shows that during the reporting period, Sanquan Foods achieved revenue of 5.204 billion yuan, up 23.61% year-on-year, and net profit of approximately 571 million yuan, up 389.4% year-on-year.
Even more "ferocious" is Anjoy Foods, the leader in frozen hot pot ingredients. Since 2020, Anjoy's stock price has soared from 59.93 yuan to 278.12 yuan, a rise of over 364%.
Financial reports show that as of Q3 2020, the company's revenue and net profit both increased, by 28.39% and 59.17% respectively. According to the company's performance forecast, for the full year 2020, Anjoy's net profit will reach as high as 600 million yuan, up over 60.86% year-on-year.
External conditions have driven industry growth, and insiders have not stopped innovating. In this process, new and old brands, based on their respective development stages, have opened up new industry ideas through different strategic focuses.
**Traditional brands are busy transforming towards youthfulness, health, and diversification.**
As early as 2018, Wan Chai Ferry, ranked TOP 4 in the frozen food industry, invited the girl group SNH48 to endorse, sponsored the esports team EDG, and collaborated with the domestic anime "Wuliaoshishe" to launch co-branded products.
In November 2020, when the frozen food industry exploded, Wan Chai Ferry announced actor Yang Yang as its new brand ambassador. According to iMian data, within two days of the announcement, Wan Chai Ferry's brand heat increased 75.7 times, exceeding the average level of same-category endorsements in October and the average of all new endorsements in October, with the artist's contribution accounting for 92.36%.
At the same time, Wan Chai Ferry also launched new products like "Colorful Skin Xiaolongbao" containing natural vegetable juices such as carrot and pumpkin juice, and the low-fat "Plant-Based Meat Dumplings" aligned with the plant-based trend, using both appearance and health to meet the needs of Generation Z.
The aforementioned frozen food leaders Sanquan and Anjoy are representatives of diversified layouts.
Sanquan, whose main business is frozen dumplings and tangyuan, is extending to diversified frozen pastries like pies, hand-grabbed cakes, buns, and spring rolls, while also launching children's dumplings, children's wontons, colorful small tangyuan, and fruit-filled yuanxiao series, focusing on children's breakfast as a core scenario.
Anjoy Foods, known for frozen surimi and meat products, launched the "Fresh Lock" series of hot pot ingredients in response to the home-stay trend. This product entered Viya's live stream in June 2020, selling out 210,000 units in seconds, with sales exceeding 2.67 million yuan.
While consolidating its position in frozen hot pot ingredients, Anjoy has also been testing the waters in frozen pastries in recent years. According to Anjoy's official website, the company now has 36 SKUs of frozen pastries; its Tmall flagship store has launched combos of xiaolongbao, shaomai, and fried dumplings for family children's breakfast, with 15 pastry categories selling over 10,000 units.
Unlike traditional brands that expand horizontally based on mature supply chains, **many new brands that quickly rise with OEM are more inclined to use niche tracks as an entry point, quickly capturing consumer minds with newer, more pain-point-focused concepts.**
In the frozen pastry field, new consumer ice cream brand "Zhong Xue Gao" launched the dumpling brand "Li Xiang Guo" in 2020. As an extension of Zhong Xue Gao's luxury positioning, Li Xiang Guo dumplings use "premium ingredients" like black pork, scallops, and matsutake mushrooms, developing dumplings priced 2-3 times higher than traditional frozen dumplings, unabashedly signaling its intention to seize the mid-to-high-end dumpling market.
Moreover, according to Guanchao New Consumption's observation, during the 2021 Spring Festival, many products on Li Xiang Guo's JD flagship store showed "out of stock," indicating that "small quantity, high price" cannot dampen the enthusiasm of quality-seeking consumers.
According to industry insiders' predictions, Zhong Xue Gao will launch more frozen categories in the future, **and these diversified frozen products may become Zhong Xue Gao's "second growth curve."**
In the frozen hot pot ingredients field, 2020 saw the rise of a batch of "hot pot ingredient supermarkets" covering frozen hot pot ingredients. Among them, Guoquan Huishi and Lanxiong Hotpot attracted particular attention with impressive financing.
It is reported that driven by the pandemic and the rise of the frozen food industry in 2020, Guoquan achieved growth of over 400% compared to the same period last year, while Lanxiong Hotpot reached the goal of 1,000 signed stores in the first half of 2020.
Focusing on the frozen products level, in the past, the retail channels for frozen foods were mainly supermarkets of various sizes. In recent years, supermarket channels have gradually shrunk, and frozen product sales have been hindered. As many frozen food companies seek breakthroughs, the emergence of hot pot ingredient supermarkets has provided a channel possibility—frozen food can also exist as an independent community retail format.
Led by Guoquan and Lanxiong, stores like Ziránchán, Shuànbiànlì, Chuānxiǎobīng, Dǐnghuìfēng, Shǒupǐnhuì, Jiǔpǐnguō, Wǒdeguō Huǒguō, Chuāndǐnghuì, Dàyú Jiātíng, and Huǒguō Wùyǔ have successively opened. Beyond the hot pot category, there are also frozen food specialty stores focusing on Cantonese dim sum. The offline frozen food retail model has become a new idea for many frozen food manufacturers and distributors.
**Whether it's the increasingly rich categories or the more diverse channel imagination, it's clear that frozen foods are no longer limited to traditional categories like dumplings and tangyuan.**
In the 2021 trend of staying put for the New Year, frozen dumplings, favored in the north, are expected to hit new highs, and frozen hot pot ingredients, which are easy to cook and full of ceremony, are destined to take the C-spot on social media.
**-03-****Add Water, Heat Yourself**
Whether it's instant noodles or frozen foods, a simple cooking step after purchase is essential. But for Generation Z homebodies, for whom walking from bed to kitchen feels like a long march, they need a convenient food that can cook itself.
Thus, the "considerate" self-heating food made a strong entrance, carving out a new track in the convenience food field.
**2016 was a turning point for domestic self-heating foods.** Before that, domestic self-heating foods were mostly for military use, mainly self-heating rice. In 2016, "self-heating hot pot," a hit product with broad mass appeal, emerged and quickly swept the mass market through the "convenience store" channel.
**Among the many players in self-heating hot pot, the most prominent are the strong layouts of large companies.**
In 2017, offline hot pot chain giant Haidilao, together with its exclusive base material supplier Yihai International, launched "self-heating small hot pot." Yihai International stated in its annual report that year that the initial intention of launching self-heating hot pot was to effectively alleviate the problem of insufficient products during the hot pot off-season.
Soon, leveraging Haidilao's product genes, supply chain advantages, and brand effect, this self-heating small hot pot opened up the market without large-scale promotion.
By the end of 2017, Haidilao's self-heating small hot pot had launched 5 flavors, with sales reaching 61.445 million yuan, becoming the leader in the self-heating hot pot field.
Driven by the popularity of this big product, domestic self-heating foods experienced an unprecedented highlight. It is reported that after May 2017, sales of self-heating hot pot on e-commerce platforms began to grow geometrically. Tmall sold 1.7 million self-heating hot pots on "Double 11" that year. Among them, Chengdu alone sold nearly 44 million boxes of self-heating hot pot, with total sales reaching 1.56 billion yuan.
Matching the sales figures is the number of entrants.
According to Qichacha data, in 2017, the number of newly registered self-heating convenience food companies increased by 75% compared to 2016. Hundreds of self-heating hot pot brands rushed in with their own self-heating bento, lazy man's skewers, self-heating noodles, self-heating rice noodles, and more categories.
Also around 2017, emerging self-heating food companies like Xiaolalong, Tiaotiao Xiaomian, and Xiangnian Foods received financing. Today's leading online self-heating food companies like Mo Xiaoxian, Zihaiguo, and Shi Zu Ren were also founded in 2017.
**In addition, the self-heating food market is full of cross-industry players.**
For example, in August 2017, Weilong, known for its spicy strips, launched spicy hot pot; in September, snack brand Bestore launched "convenience hot pot"; three months later, Bestore's "old rival" Three Squirrels also launched lazy self-heating small hot pot and extended to multiple categories like self-heating barbecue.
Traditional food companies are not to be outdone. In 2018, instant noodle giant Uni-President first launched the self-heating small hot pot "Zhushiguang" series, and in October of the same year, launched the "Kaixiaozao" series of self-heating rice. Sanquan, which had already been in the self-heating food field, remained strong, and even agricultural giant New Hope, which does both dairy and pig farming, did not forget to join in.
**After the market heated up, self-heating foods successfully boarded the marketing fast track.**
Zihaiguo is keen on celebrity traffic arrays. Shortly after its establishment, it attracted high-traffic celebrities who love food and are followed by Generation Z, such as Lin Gengxin, Xie Na, and Hua Chenyu, to try and recommend the products, creating the illusion that half the entertainment industry was eating Zihaiguo. On e-commerce channels, it also launched bestsellers like "Lin Gengxin's same style" and "Hua Chenyu's same style."
In 2020, Zihaiguo chose popular idol Yu Shuxin as its spokesperson, heavily playing the idol card during the talent show dividend period.
Mo Xiaoxian, a fellow online brand, prefers brand placement. For example, it intensively placed ads in popular variety shows like "Youth Travelogue," "My Favorite Women," and "Daughter's Love," and invested in online video ads in hit dramas like "Perfect Relationship" and "Skate into Love," integrating with the plot.
In the highest-rated domestic mystery web drama of 2020 on Douban, "The Long Night," Mo Xiaoxian became the essential food for "Yan Liang" and others during their meetings and surveillance.
In addition, short videos and live-streaming e-commerce, which rose in 2018 and 2019, have unsurprisingly become key promotional battlegrounds for self-heating foods. For example, "Fu Xiaojie" set a record of selling 50,000 boxes in 15 seconds in Li Jiaqi's live stream, while the traditionally-backed "Da Long Yi" also cleared 1.09 million units of inventory through Li Jiaqi's live stream.
Whether it's product development, investment and financing, or brand marketing, each corresponds to significant investment. Compared to these, the sudden COVID-19 pandemic at the beginning of this year brought quite a bit of "unexpected joy" to self-heating foods.
During the pandemic, many cities implemented semi-closed management, and consumers were worried about the risk of infection from frequent outings. In this situation, self-heating hot pot and self-heating rice were welcomed by the C-end market.
At the same time, a large number of self-heating foods also flowed to the front lines of the anti-epidemic effort.
In January 2020, Haidilao donated self-heating hot pot products worth 2 million yuan to the Hubei Charity Federation; in February, the Sichuan Hot Pot Association, together with multiple hot pot companies, sent "hometown gift packages" including self-heating hot pot to 1,259 medical staff aiding Hubei; in March, the Chongqing Hot Pot Association sent over 4,000 self-heating hot pots to Chongqing medical staff aiding Hubei, which netizens called "spicy love"...
Statistics show that during the pandemic, orders for self-heating foods on major online platforms grew rapidly. Among them, JD's convenience food transaction volume increased 3.5 times, and Taobao's search volume for "small hot pot" increased more than 30 times. From January 20 to February 2, 2020, self-heating convenience foods saw explosive sales growth on Taobao's hot products, quickly jumping to second place, second only to the top instant food Luosifen.
Many investment institutions believe that the pandemic caused a brief explosion in the entire self-heating food market, presenting a unique opportunity to educate the market. **Today, even if the educational effect of the pandemic does not last, the arrival of the "lazy economy" accompanying new consumer groups is still a generational opportunity for self-heating foods.**
Given the current situation of "staying put for the New Year," a self-heating small hot pot is the most basic respect for spending the Spring Festival away from home.
**-04-**
**Conclusion: "Home Food" Prevails, Future Promising**
Overall, the explosion of the convenience food track cannot be separated from the joint promotion of new channels, new capital, and the pandemic home-stay opportunity. According to investment institution data, the domestic convenience food market has reached a scale of 100 billion yuan.
**From the current trend, the lazy economy and single economy bring systematic opportunities for marginal consumption.** In the convenience food category, traditional instant noodles and instant products, as well as emerging high-end self-cooking and self-heating foods, will all benefit.
Amidst the prosperity, convenience foods will inevitably face multiple constraints.
**Product taste is a major concern.**
In fact, most convenience foods on the market currently have similar ingredient combinations and tastes, which is related to the convergence of suppliers behind the categories.
Except for traditional food companies like Haidilao and Uni-President, which have their own production facilities, most other internet-famous convenience foods use OEM production models, and many convenience foods share the same suppliers.
**When taste is hard to distinguish, competition can only occur at the marketing level.**
Large-scale marketing bombardment may easily lead to impulse consumption, but temporary traffic and curiosity are not enough to sustain long-term brand consumption.
**Another prominent issue is channels.**
Matrix Partners China once pointed out in an article that many new internet-famous brands start purely online and then gradually expand offline. For example, in the traditional instant noodle market, the top three companies (Master Kong, Uni-President, and JML) hold a market share of up to 80%, making it difficult for new brands to break through offline. In this case, online channels that save rent and labor costs become an appropriate choice.
But in the long run, omni-channel is still the major trend. Emerging brands like Lamian Shuo and Zihaiguo, which started online, have already entered offline, but there is still a long way to go before large-scale distribution and seizing territory from traditional enterprises.
For old brands that have been deeply cultivating offline for years and are now starting to explore online, how to do online marketing well and flexibly use new channels for product layout is also a new challenge.
Another reality that must be faced is that given the similar target groups and scenarios of convenience foods, the growth of one category will inevitably eat into the market space of other categories to some extent.
Therefore, **after developing to a certain stage, the growth of convenience foods may show a state of trade-offs, and competition is inevitable.**
Source: Guanchao New Consumption (ID: TideSight)


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