Increased public recognition is expected to reach 1,072 billion yuan in the prefabricated vegetable market in 2026
New Year’s Eve niche specialty pre-made dishes are more popular
Cantonese Family Banquet Prefabricated Vegetable Banquet Launched by Guangzhou Restaurant
Citizens buy prepared vegetables in supermarkets.
Text, pictures/Guangzhou Daily all-media reporters Zhang Lu, Wen Jing, Xu Xiaofang
“Save time and effort! I plan to buy pre-made dishes for the New Year’s Eve dinner this year, and I can simply reheat or stir-fry them when I go home!” Ms. Wang, a citizen, chooses a variety of pre-made dishes from the pre-made food shelves in offline supermarkets. As the quality of prefabricated dishes continues to “online”, prefabricated dishes are gradually recognized by the public. According to data from iiMedia Consulting, the scale of China’s prefabricated vegetable market will reach 419.6 billion yuan in 2022, a year-on-year increase of 21.3%. It is estimated that the scale of the prefabricated vegetable market will reach 1,072 billion yuan in 2026. According to expert analysis, the market performance of prefabricated vegetables will be greatly improved in this year’s New Year’s Eve dinner, which also means that China’s prefabricated vegetable market has entered a stage of booming production and sales, but prefabricated vegetables still face problems such as food reduction, and will be even more difficult in the future. Pay attention to how to force the innovation and upgrading iteration of the prefabricated vegetable industry on the consumer side.
Interview: The quality is “online” and the “serving rate” of prefabricated dishes in first- and second-tier cities is higher
“The quality of prepared dishes is ‘online’ this year,” citizen Ms. He told the reporter. She intends to eat the “New Year’s Eve” dinner at home. Recently, she ordered a brand of prepared dishes. Ten” to buy another one, as one of the “hard dishes” for the New Year’s Eve dinner.
According to the survey results released by the fresh food platform, more than 50% of users will use pre-made dishes. In Beijing, Shanghai and other fast-paced first- and second-tier cities, the “serving rate” of pre-made dishes is higher. Among them, 32% of the respondents “made their own + buy some pre-made dishes”; 21% of consumers would directly choose a set meal gift box, mostly as a gift, or to minimize the burden of cooking and the risk of failure.
Prefabricated dishes have gradually been recognized by the public. Ms. He, who is an “old Guang”, said that compared with the previous pre-made dishes, many of the current pre-made dishes will list the contents of the dishes inside, which is more clear when buying. The pre-made dish I bought for 6 people was 499 yuan, including shrimp, sea cucumber, dried oyster, etc. Although the price is not cheap, the portion, texture and taste are all good, and the price is good.
“The more difficult to handle the ingredients, the higher the acceptance of the corresponding prepared dishes.” Tian Xin, general manager of Hema 3R Commodity Center, said that cakes, snacks, large seafood, and whole meat are all categories favored by consumers.
How to present a table of New Year’s Eve dinner that satisfies and looks forward to by the whole family has always been the biggest “problem” for many families during the Spring Festival. This year, Wal-Mart launched the “Entire Table Solution” and joined hands with 18 famous restaurants in the north and south across the country, from Songhe Tower, Meizhou Dongpo, to Shanghai Old Hotel, Juchun Garden, to Wangshun Pavilion, Tao Taoju… many signs The dishes are reproduced on the customer’s table with high quality and high degree of reproduction, meeting the needs of consumers to eat all kinds of cuisines across the country at one table without leaving home.
Sales: Poon Choi product growth is more prominent
“Our best sellers are Buddha Tiaoqiang Poon Choi and Salt Baked Chicken for four people.” The relevant person in charge of Guangzhou Restaurant revealed that as of January 14 this year, the sales of prepared dishes have doubled year-on-year, and the sales of Poon Choi products have increased. more prominent. In response to the hot market of prepared vegetables, the relevant person in charge of Guangzhou Restaurant said that it has done a good job of synergy between production and sales, made market-oriented production planning and raw material reserves, dynamically tracked sales and inventory, and timely adjusted with the supply chain and production end , to ensure sufficient inventory during the Spring Festival.
The person in charge of Guangbai Supermarket said that consumers tend to eat at home at present, and Poon Choi gift boxes and pre-made vegetables have become a major selling point. The reporter noticed that recently, many citizens went to Guangbai Beijing Road Store supermarket to buy New Year’s goods. In terms of prepared dishes, the store supermarket mainly sells beef and lamb chops. , sales of this category increased by 20% year-on-year.
According to data from Meituan, sales of pre-made dishes such as sweet and sour pork tenderloin, lion head, and Niannianyou eight-treasure rice have risen rapidly, and are expected to reach their peak sales 7 days before the Spring Festival. Among them, consumers in Guangdong, Zhejiang, Shanghai, Jiangsu, etc. are more enthusiastic about pre-made vegetable New Year’s Eve dinners. Sales of prefabricated vegetables on the Meituan shopping platform increased by 400% year-on-year.
Last year, the sales of Hema Workshop’s prepared dishes increased by 50% year-on-year, and it is expected to maintain a relatively high growth rate this year.
Innovation: Going niche, cooperative funds rush to compete for the Spring Festival prefabricated vegetable market
The quality of prefabricated dishes is “online” and is constantly loved by consumers, which is inseparable from the continuous innovation of prefabricated vegetable companies entering the market. “We are constantly innovating and researching new products.” Wang Xiaoming, head of Jiawei Research and Sales Center, a subsidiary of Wen’s Co., Ltd., said in an interview with Guangzhou Daily’s all-media reporters that in addition to the main Kung Fu series, they have developed Southeast Asian products for catering customers. flavored lemongrass chicken; for consumers in the north, they have developed spicy and delicious peppery chicken. “At the same time, we also launched pepper pork belly chicken soup, coconut chicken soup and other soups with Cantonese characteristics.”
With the increasing popularity of prepared dishes, on the other hand, in order to seize this market, online merchants are taking the route of niche, customization, and cooperation with well-known restaurants. It is understood that due to the long and complicated supply chain behind the prepared dishes, every time a new product is developed, it is necessary to build a complete supply chain with the functions of food transportation, primary processing, deep processing, assembly, packaging and other functions. During the Spring Festival, due to problems such as labor difficulties and poor logistics timeliness, some merchants tend to make new year dishes with higher market awareness and more common. “However, the pre-made dishes for the Chinese New Year are all fish maw chicken, Buddha jumping over the wall, squirrel mandarin fish, lion’s head, etc. Consumers are prone to aesthetic fatigue and lose the impulse to consume.” The relevant person in charge of the fresh food platform said.
In order to increase consumers’ buying enthusiasm, some platforms try to follow the niche route and develop new products that are not on the market. The above-mentioned person in charge said, “For example, in Taiwan, Fujian and other places, the classic and famous dish that is common during the New Year’s festival-red rice cake is made of seasonal seafood, red cream crab and glutinous rice. Crab’ is on our platform. After the user buys it home, heat it on the steamer for 15 minutes, and then unlock a big meal.”
As the reservation of New Year’s dishes enters the peak, the fresh food platform has also launched a special delivery service for New Year’s dishes. “The Spring Festival is also becoming a window for merchants to showcase their own R&D and supply chain capabilities, and it is also a weather vane for the pre-made vegetable market.” Wen Zhihong, an expert in the chain operation industry and general manager of Hehong Consulting, said that niche special New Year dishes replace “routine” products. It indicates that prefabricated dishes will enter a new stage.
Last year, the sales volume of Wen’s prepared vegetables was 19,000 tons, a year-on-year increase of about 15%. Among them, the sales volume of white-cut chicken was the largest, followed by salt-baked chicken.
Related pre-made dishes that Meituan Maicai “Elephant Chef” cooperates with merchants “Dianping Must-Eat List”, such as Tao Taoju dry steamed fish roe, have been on the market for less than half a month, and the sales volume in a single week exceeds 1,000 copies, which is higher than that of the Beijing line. The sales volume of the next store for a week.
Poon Choi, a hotel brand under Lingnan Business and Tourism Group, is very popular, with sales up by more than 30% year-on-year. The best-selling products include the Garden Hotel Koi gift box, China World Hotel Fuxi Yingmen gift box, Dongfang Hotel Golden Jade Mantang Poon Choi, etc.
China’s prefabricated vegetable market has entered a stage of booming production and sales
In the past two years, prefabricated vegetables are undoubtedly the “top trend” in the annual consumer market. According to iiMedia Consulting, the scale of China’s prefabricated vegetable market will reach 419.6 billion yuan in 2022, a year-on-year increase of 21.3%. It is expected that China’s prefabricated vegetable market will remain high in the future The growth rate of prefabricated vegetables will reach 1072 billion yuan in 2026. The prepared vegetable industry has attracted various brands to enter the industry, and has entered a golden period of development.
“Prefabricated dishes will have a relatively large improvement in the market performance of this year’s New Year’s Eve dinner, which also means that China’s prefabricated vegetable market has entered a stage of booming production and sales, and it also shows that the consumption of prefabricated vegetables at the C-end is changing from passive consumption to active acceptance. The transformation of consumption style.” Zhu Danpeng, an analyst of China’s food industry, revealed when accepting the Guangzhou Daily’s all-media reporter.
Wang Xiaoming said, “Nowadays, the prefabricated vegetable market is highly competitive, which puts higher and higher requirements on our product research. Thanks to the advantages of Wen’s entire industrial chain, which has guarantees such as cost, food safety, and quality, it is expected that we will continue to grow in prefabricated vegetables. Sales will continue to rise.”
Zhu Danpeng said frankly that with the rapid growth of prefabricated dishes, it still faces problems such as food reduction. At present, not all cuisines can make prefabricated dishes or make prefabricated dishes well. “The current domestic industrial structure of prefabricated dishes is relatively large. It is relatively elementary, and the level of enterprises entering the prefabricated vegetable track is uneven, so in the future, more attention will be paid to how to force the prefabricated vegetable industry to innovate and upgrade on the consumer side.” He added. (Guangzhou Daily)