2024 年轻人怎么看预制菜调查报告 (2024 Young People's Survey on Pre-prepared Meals)

2024 Young People's Views on Pre-Prepared Dishes Survey Report

This report dives into how young consumers perceive pre-prepared meals, revealing acceptance levels, key purchase drivers, and preferred channels. It highlights the balance between convenience and concerns about quality, price, and transparency.

Expected outcomes:

• Understand young consumers' attitudes toward pre-prepared meals.
• Discover key factors driving the acceptance and purchase of pre-prepared meals.
• Identify opportunities for brands in the pre-prepared meal market.

Core Content:

1. Definition of Pre-Prepared Meals:

• Consumers generally include instant (ready-to-eat), heat-and-eat, and cook-chill (ready-to-cook) foods in their definition of pre-prepared meals.
• 85% consider ready-to-cook dishes like crispy pork and sauerkraut fish as pre-prepared.
• 71.1% include heat-and-eat items like frozen dumplings and convenience store meals.
• 56.2% also classify ready-to-eat foods like congee and canned goods as pre-prepared.

2. Acceptance Levels Across Different Scenarios:

• Over 90% of respondents are open to consuming pre-prepared meals in some situations.
• Acceptance is highest for outdoor activities like camping (52.8%).
• Lower acceptance for special occasions like Chinese New Year dinners (18.4%).

3. Factors Influencing Acceptance:

• Location matters: People in higher-tier cities are more accepting of pre-prepared meals for daily meals.
• Age plays a role: Younger demographics (00s, 95s, 90s) are more open to pre-prepared breakfasts.
• Transparency is key: 63.4% want clear labeling indicating if a dish is pre-prepared.

4. Budget Expectations:

• Consumers expect lower prices for pre-prepared meals in public dining settings.
• Most consumers in tier 1 and tier 2 cities are only willing to spend a maximum of 50 RMB on a pre-prepared meal at a restaurant.
• Surprisingly, consumers in lower-tier cities are willing to spend more on pre-prepared restaurant meals.

5. Purchase Behavior:

• 48.8% have actively purchased ready-to-cook pre-prepared meals.
• Main reasons for purchase: convenience (87.7%).
• Key considerations: safety, taste, price, and ease of preparation are more important than nutrition or brand.

6. Preferred Channels:

• Traditional offline retailers like supermarkets and wet markets are the primary channels (79.1%).
• Online channels: Fresh e-commerce platforms like Dingdong Maicai and Hema, followed by Tmall and JD.com.
• Top purchased items: hot pot ingredients, barbecue ingredients, and crispy pork.

7. Brand Recommendations:

• Pre-prepared/frozen food brands (e.g., Anjoy, CP, Synear).
• Chain restaurants selling pre-prepared items (e.g., KFC, Haidilao, Tai Er Sauerkraut Fish).
• Fresh e-commerce/retailers' private-label options (e.g., Hema, Sam's Club, Dingdong Maicai).

Q&A

Q: Are consumers completely against pre-prepared meals?

A: No, most consumers are open to pre-prepared meals in certain contexts. The key is to understand the specific scenarios and factors that drive acceptance.

Q: What is the most important factor for consumers when buying pre-prepared meals?

A: Convenience is the main driver, followed by safety, taste, and price. Nutrition and brand are less critical for younger consumers.

Q: Where do people prefer to buy pre-prepared meals?

A: While online channels are growing, traditional offline retailers are still the dominant channel for pre-prepared meal purchases.