In the "618" in 2023, in the food and beverage industry, the grass planting front is extremely lively, and the brand is "opened" in a fancy way to attract consumers.
Shushuo Stories released the "SMI Social Media Mental Brand List". This issue continues to focus on healthy food, and also added this summer's Internet celebrity yoghurt industry. Let's take a look at which brands are more "determined" in this year's health care. , eating and drinking for happy young people?
No. 1 Health Food
Social Power
core interpretation
Probiotics "Blue" Together
The super-in concept of probiotics continues to be popular, and many brands such as life-space, Synbiotics, WonderLab and other main probiotics have performed well on social media. life-space mainly promotes its probiotic solid drinks " Xiaolantiao " and " Xiaolanyao ", ranking first in the interest index, reaching 646; Biostime continues to cultivate probiotic products in the field of infants and children ; The social media popularity of “bottle ” probiotics, the three brands have seized the minds of consumers through the cooperation with Douyin and Weibo masters, and achieved good social media rankings. The rankings of Biostime and WonderLab have increased by 13 places compared with the previous period and 8 bits.
Caltec continues to operate "mobility"
In this issue of the SMI list, Caltrate ranked among the top three, with an overall index of 270. At the 520th marketing node, Caltix launched the brand-themed campaign of #用行动进入爱#, and "Ambassador of Action" Yang Yang joined the communication, which accumulated social media popularity for Caltix, and also contributed to the 618 No. 1 event that opened on May 23. During the 618 period, Caltix cooperated with Daren on Douyin and Xiaohongshu platforms to plant a variety of products such as QQ milk calcium, platinum liquid calcium, and children's calcium.
Interestingly, Yang Yang's "Caltrate Hairstyle" was highly recognized by fans. "Caltrate Hairstyle" was Yang Yang's hairstyle when he filmed the Caltie event video on 520. Many fans said, please "solder" this hairstyle.
Fancy planting grass, warmly welcome 618
In this issue of the list, the TOP2 awareness indexes are Nortland (index 922) and Swisse (index 671). Products with more grasses include Nortland liver protection tablets, coenzyme Q10, deep-sea fish oil, and multivitamins , Swisse milk thistle liver protection tablets, wild deep-sea fish oil, the new generation of collagen drink "magnetic small powder bottle" under the sub-brand Yep of Tomson BY-HEALTH, etc.
These products are in line with the popular trend of light health care and fast replenishment in the past two years. There are also formulas to follow in the content of planting grass: popular science + practical cases + similar comparison + preferential planting. Most of these videos have good data.
Douyin and Weibo platforms are the places where products of multiple brands are concentrated. During the 618 period, Nortland Douyin live broadcasted multiple accounts and multi-matrix, which was very popular.
No.2 Yogurt industry
Social Power
core interpretation
TOP2 is stable, new cutting-edge is rising
Looking at the brand structure in May, Yili and Mengniu are firmly in the top 2, and there are also some cutting-edge brands on the list, such as Oarmilk Wudao yogurt and cow in a box, which are commonly seen in Douyin and Xiaohongshu. There are also many regional brands in the list. The influence gradually spread, such as Xuebao, Tianrun, Yangda, Jule, Langege, New Hope, Huahuaniu, etc.
It is worth mentioning that Hema has become the only retailer on the list in this issue. Hema yogurt has a lot of discussions on planting grass in Xiaohongshu.
Delicious traceability, Chinese brands use Chinese raw materials
On May 10, 2023, China Brand Day, #安望希中国美食接源计划# was launched, and well-known brands such as Xuanma Egg Yolk Crisp, Linjiapuzi, Fruit Ripe, Hainan Chunguang, Luxihe, Wufangzhai and other official announcements joined, Jointly use and promote Chinese raw materials to help new farmers.
As early as the Brand Day in May 2022, Anmuxi officially advocated Chinese brands to use Chinese raw materials on the "China Brand Day" on May 10, and began to search for good Chinese fruits, and launched "Chinese Regional Fruit Yogurt". One year later, Anmuxi Muxi has launched 6 types of regional fruit yoghurt, and Dandong strawberry has become a hot product as soon as it is launched.
It is foreseeable that Chinese raw materials will become a major IP activity that Anmuxi will continue to invest in. With the series of campaigns on the brand day, Anmuxi also made Yili top the SMI yogurt brand list.
Join hands with mothers to protect family stomach health
Meiji performed brilliantly in May. Meiji Baile Yiyou LG21 and parenting blogger @年糕妈妈 launched a joint gift box, conveying the concept of "protecting family stomach health" .
Of the new liquid milk products launched after November 2022, 60% of the products have at least one health claim (low sugar, low fat, high protein, high calcium, zero additives, special probiotics, A2 protein, etc.), and the concept of health has become a new product The most important type of claim in an advertisement. Yogurt is a drink with its own health halo. This spring and summer are even hotter. Among the selling points, "0 sucrose" is already a routine operation, and "A2 protein" is becoming popular. More products like LG21 are beginning to emphasize "nourishing the stomach" and "vital energy" Marketing is also increasing.
◎Data description: Monitoring time: From May 1st to May 31st, 2023, consumers interact with and speak out with brands on global social media platforms.
Based on the SMI (Social Mind Index) index of Shushuo Stories, Shushuo Stories provides more social media insight report services.
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