2021食品饮料行业白皮书

巨 量 引 擎 2 0 2 1 食 品 饮 料 行 业 白 皮 书沉几观变·未来可期CHAPTER 1. 食品饮料行业现状 变中求胜，食品饮料后浪推前浪 ······························ 00301 市场现状：食品饮料行业增长滞缓，存量市场竞争激烈 ············································00402 渠道之变：电商渠道增长显著，直播带货异军突起 ···················································· 00503 营销之变：线上热度持续走高，短视频 / 直播成重要营销阵地 ································ 00704 供需之变：行业推陈出新，新消费品牌陆续涌现 ························································ 00805 品类之变：传统品类线上声量较高，创新品类快速崛起 ·············································010CHAPTER 2. 食品饮料细分领域焦点分析 饮食严选，六大焦点引领舌尖风尚 ··········01201 焦点一：好吃不胖，当代吃货的美好愿望 ······································································01302 焦点二：低度、混饮，Z 世代的小酌新时尚 ································································· 02003 焦点三：产品功能化，功能性食品受全网推崇 ···························································· 02704 焦点四：技术升级，激活“新茶”与“新咖” ········································································03105 焦点五：年轻人钟情速食，银发族偏爱生鲜 ································································· 03906 焦点六：酒香也怕巷子深，营销与产品并驾齐驱 ························································042CHAPTER 3. 行业趋势及前景分析 产品之外，大有可为 ···············································045需求侧 ·········································································································································046渠道侧 ·········································································································································048营销侧 ·········································································································································048CHAPTER 1变中求胜，食品饮料后浪推前浪食品饮料行业现状食品饮料行业是一个既传统又与时俱进的产业，作为大消费产业的组成部分，在国民经济中扮演着重要作用。从容量上看，作为满足生活刚需的产业，食品饮料整体需求量平稳，受经济周期影响较小。行业整体涨幅不大，长期处于存量竞争状态。1市场现状食品饮料行业增长滞缓存量市场竞争激烈食品饮料行业现状变中求胜，食品饮料后浪推前浪食品行业消费额及涨幅 18Q1 18Q2 18Q3 18Q4 19Q1 19Q2 19Q3 19Q4 20Q1 20Q2 20Q3 20Q41%4%-3%-2%3%4%4%1%食品销售额 食品同比涨幅 液体饮料行业销售额及涨幅2%-6%液体饮料销售额 液体饮料同比涨幅18Q1 18Q2 18Q3 18Q4 19Q1 19Q2 19Q3 19Q4 20Q1 20Q2 20Q3 20Q40%2%20%-14%-3%-4%数据来源：凯度消费者指数，监测范围：中国城市，2018-2020FY数据来源：凯度消费者指数（在中国隶属于CTR），监测范围：中国城市，2018-2020FY004食品饮料行业现状 · 变中求胜，食品饮料后浪推前浪巨量引擎 2021 食品饮料行业白皮书沉几观变，未来可期销售渠道与营销是食品饮料品牌成长的两大核心要素。早期，食品饮料消费的主力还集中在线下，商超、便利店、专卖店为食品饮料的主要销售渠道；近几年，快速崛起的电商平台使得居民食品饮料消费大幅向线上转移 , 食品饮料也不例外。尤其是 2020 年特殊时期，消费者的线下活动受到限制，线上渠道迎来前所未有的机遇。2 渠道之变电商渠道增长显著直播带货异军突起食品饮料行业现状变中求胜，食品饮料后浪推前浪但随着居民生活水平的提升和社会文化变迁，人们对于食品饮料的消费需求在不断调整。健康消费、体验式消费、高品质消费等新诉求不断地创造着新的商机。加之，食品饮料行业本身进入壁垒较低，为迎合新消费市场需求，新品前赴后继地涌入，老品牌则在产品创新与品牌营销创新的路上寻求突围，新老品牌同台竞技，在食品饮料细分领域寻找新的增长点。例如饮料市场，一方面有茅台、农夫山泉等万亿、千亿市值的企业不断突破，给行业带来更大的想象空间；另一方面，元气森林、江小白等新消费品牌的涌入也在搅动着市场格局。产品上推陈出新，营销上各显所长，食品饮料行业集中度偏低，市场竞争异常激烈。2018-2020 年食品饮料网购渠道销售额及增速31%20182019202041%销售额 增幅数据来源：凯度消费者指数，监测范围：中国城市，2018-2020FY005食品饮料行业现状 · 变中求胜，食品饮料后浪推前浪巨量引擎 2021 食品饮料行业白皮书沉几观变，未来可期与此同时，薇娅、李佳琪等头部主播的出圈验证了直播带货的价值，各个平台加速布局。2020 年，抖音直播带货在罗永浩开播后进入大众视野，随后，接受直播带货形式的品牌、参与直播带货的主播，以及通过直播电商进行消费的用户快速增长。据巨量算数数据显示，2020 年上半年，食品饮料相关直播场次快速增长，到 7 月达到高峰；下半年，围绕国庆、“双 11”节日营销活动一定程度上抢