No summer is complete without ice cream. Ice cream, one of the most popular summer foods, has been high on the sales charts. With the change of people's lifestyle, ice cream is no longer only summer exclusive, winter is still hot. In this case, the ice cream track is hot, and major brands have come to the end, hoping to occupy a place.
Since Zhong Xuegao became a market "catfish", stirring up the ice cream market with little attention, the heat of the entire ice cream market has risen sharply in the past two years. Enterprise check data show that there are 2,288 newly registered enterprises in 2020, an increase of 24% year-on-year, and 5,119 new enterprises in 2021. China's existing ice cream related industries have more than 40,000. The competition will only intensify in 2023.
The new situation of changing product demand and increasingly fierce competition presents new challenges to how your brand is developed.
Appearance level is justice
In era Z, the impact of appearance level on products is self-evident. In the past, ice cream faced the main brand, price, taste, channel competition, and now the proportion of appearance level in the competition is more and more heavy.
The cultural and creative ice cream headed by Sanxingdui and the Forbidden City set off the trend of Internet celebrities punching cards when tourism is popular, and various scenic spots and museums have also launched their own cultural and creative ice cream, which is creative and can reflect local characteristics and punch out the creative shape frequently on the hot search.
The era of ice cream to cool off the summer has passed, the high appearance level of ice cream + distance + interesting copy has become the social formula of ice cream, ice cream is with feelings. The emotional needs are expressed through different shapes of ice cream, ice cream is given a strong social attribute here, and it naturally becomes a marketing tool for major brand marketing.
It is undeniable that "appearance level is justice" is a major standard for many people to choose products, especially in the current social sharing demand is very strong, high appearance level of ice cream products can not only attract purchases, but also bring widespread dissemination. This can make the ice cream product get a larger traffic, but also for the publicity brought help.
Health is the trend
In the past two years, the call for health in the society is getting higher and higher, the food industry attaches more and more importance to health, and the traditional ice cream products with high sugar, high fat and high calories make consumers afraid. Therefore, for the ice cream industry, health will be a new trend to meet the appetite of consumers and reduce the health burden.
According to the study, the Swedish ice cream product "Lohilo high protein ice cream", which will be launched in the domestic market in 2022, meets the goal of both delicious and high nutrition.
By checking the nutrition facts list of the product, it was found that compared with most domestic ice cream products, Lohilo high-protein ice cream has a higher protein content and dietary fiber content. The protein content of many domestic ice cream products is about 2.5g per 100g, basically does not contain dietary fiber, Lohilo high protein ice cream per 100g product protein content of up to 13g, dietary fiber content of up to 9.2g, which is also the independent advantage of the product.
As foreign brands continue to launch healthy ice cream products, domestic brands are also stepping up their layout. For example, "Comicool" is a sugar-free ice cream brand, which uses lower calorie sugar substitutes such as maltitol liquid and erythritol as the sweet source of ice cream products, thereby eliminating the concerns of consumers about high sugar; At the same time, the company's brand "Light You" also insists on producing healthier ice cream concepts, launching low-sugar series and low-fat series of ice cream bars.
Social is innovation
In the face of the increasingly internal ice cream market, the emotional value of ice cream has also begun to be paid attention to, from the shape of ice cream is a reflection of the emotional value of ice cream, can very well narrow the distance between consumers, so that consumers not only choose to buy for needs, but to meet the emotional needs.
The popular cultural and creative ice cream in recent years is a good example. On the one hand, what most people do after buying cultural and creative ice cream is not to taste it but to take photos, and to punch in and take photos with landmark buildings in scenic spots, thus triggering the spread. On the other hand, in terms of cultural and creative ice cream alone, the appearance level is high and easy to grow grass, and today's young consumers pursue fresh and fashionable, and high appearance level ice cream can well stimulate the desire to share.
Therefore, with the unique shape of ice cream, it can not only differentiate itself from ordinary ice cream products, but also increase consumer interest. For ice cream, more and more products, more and more choices, the first time to attract consumer attention is the focus of many brands, and can bring to buy again is the focus of follow-up needs to be considered.
