Industry information | Analysis of "summer fruit mother" how to enhance brand power in the nut market, occupy the minds of consumers


Release time:

2023-02-17

Kaidu and Tmall New Product Innovation Center (TMIC) released the "2022 Nut Industry Trend Insight". The insight report analyzes the current situation of the nut market, followed by a few suggestions for nut brands to make long-lasting and sustainable development in the nut market.TMIC data shows that the growth of the online nut market slows down in 2022, and there is a strong need for new impetus to stimulate growth. However, high price band nut products still show a strong growth trend, and single nut growth rate is steady, better drive the development of the nut market. The top three brands in terms of brand power are all mixed snack brands, and there is not yet a focused nut brand that strongly occupies consumers' minds.

Kaidu and Tmall New Product Innovation Center (TMIC) released the "2022 Nut Industry Trend Insight". The insight report analyzes the current situation of the nut market, followed by a few suggestions for nut brands to make long-lasting and sustainable development in the nut market.TMIC data shows that the growth of the online nut market slows down in 2022, and there is a strong need for new impetus to stimulate growth. However, high price band nut products still show a strong growth trend, and single nut growth rate is steady, better drive the development of the nut market. The top three brands in terms of brand power are all mixed snack brands, and there is not yet a focused nut brand that strongly occupies consumers' minds.

Combined with the report, Yun Aoda's "Summer Fruit Mom" focuses on summer fruits, and has a great opportunity to seize the development trend of the entire nut market on the single nut track. In the coming year, it can enhance its brand power in several directions, such as market education, content output, value transmission and product optimization, and occupy the minds of consumers.

No additives, focus on organic and healthy lifestyle

It is mentioned in the report that 61% of consumers will pay attention to the healthiness of nuts when buying nuts, and "additive-free" is the most concerned factor. Consumer demand for "original flavor" exceeds the current supply of the market, and there is great potential for development. The 185g and 500g organic summer fruit kernels of "Summer Fruit Mom" are made from seasonal fresh fruits without any additives and are natural and organic. In product promotion, in addition to highlighting the product itself, no additives, the original flavor characteristics, can be matched with different edible/cooking scenarios, meal replacement, dessert DIY, innovative dishes, etc., popularization of the high nutritional value of summer fruits, in-depth health diet in all aspects.

Specialization, creating high-end quality of life texture

The report shows that "the origin of the nuts and the screening of the particles achieve high-end quality assurance". Although the origin of summer nuts is not China, but the high mountains of Yunnan sunshine, moderate precipitation, mild climate, fertile organic soil, known as the "natural oxygen bar" of Yunnan, with 30 years of deep plowing and development, has now become the world's largest area of summer nuts cultivation, good mountains and good water, good climate to ensure that the high quality of domestic summer nuts, domestic! The concept of summer fruit needs to be popularized by the industry. The "summer fruit mom" needs from the planting end to continuously improve the technology, improve planting technology according to local conditions, improve the yield at the same time to ensure the quality of summer fruit. High quality needs professional technical support, but also need to unify the high quality standard, to establish the mind of the fruit path. Yun Aoda as the industry standard setter, in the output of the product, the standard should be subconsciously implanted in the consumer, so that consumers know that they are consuming high quality and high standard of summer fruits, to meet the demand for high quality of life texture.

Sense of identity, digging deep into the life scene of different people

The report analyzes that more than half of the consumers pay attention to the brand when buying. At present, the most recognized brands of nuts are a few head brands, which is the biggest disadvantage of "summer fruit mother", low brand power. Even with the backing of Yun Aoda, a veteran enterprise with 30 years of planting experience and 20 years of development history, the new brand has not entered the market. This year, "summer fruit mother" online channels to spread the amount of grass, the effect is remarkable, but far from enough, the need to improve the differentiation of product power and content power, refined to do a good job in the scene of the reach, not limited to a single product, through the use of a rich scene, digging into different areas of the population. In addition, the online development for a period of time, to focus on improving the offline consumer experience, the brand wants to convey a more complete presentation of the things, to attract consumers to share cards, which is also a way of dialog with consumers.

"Summer fruit mother" itself has the hard power of the product, the lack of brand influence, in this regard, the market science and promotion of marketing should be from the health, quality, scene-oriented efforts to promote the development of the brand with its own strength.


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