According to data from Qiangua, in the first half of 2023, the number of notes planted in Xiaohongshu’s food and beverage industry increased by 32.98% year-on-year, and the number of interactions increased by 4.86% . The popularity of the industry continues to heat up.
In this issue, Qiangua launched the "Food and Beverage Industry Data Insight Report for the First Half of 2023 (Xiaohongshu Platform)", focusing on the food and beverage and health care industries, exploring its subdivision track performance, focusing on user concerns, popular grass planting scenes , etc. Going back to the real scenarios and needs of consumers, helping brands and merchants grasp new opportunities in Xiaohongshu and open up new prospects for the industry.
Through research on the relevant data of Xiaohongshu, coffee, prefabricated instant food, and super food powder in the category segmentation track have shown market vitality and business opportunities ; Various taste words appear frequently, and healthy diet and intestinal problems have also attracted the attention of users.
What new trends and scenarios have emerged in the first half of this year?
Figure丨Summary of Qiangua Data
Report:
Overview of Industry Traffic
Subdivision track performance
user focus
Insights into Emerging Scenarios
Suggestions for business promotion
The refurbished food and beverage industry has always maintained the characteristics of high potential and high vitality. It is no longer limited to traditional forms such as food tutorials, food reviews, and offline store visits, but constantly combines platform hotspots to generate new topics. Continuously paying attention to hot trends and quickly linking brands and products is an effective way to explore demand and obtain new growth:
Multi-group coverage: You can try to associate product functions with multiple target groups, such as the efficiency of pre-made dishes, product quality Convenience needs can cover multiple groups such as kitchen novice, student party, young people living alone, quality hot moms, etc., and maximize the groups that product functions can cover.
Good to eat: Consumers have a deeper demand for the health and functionality of products. Products that are beneficial to the body, low in sugar, low in calories, and less added have attracted the attention of users. Brands can follow their trends and effectively export products Efficacy selling point, improve the effect of planting grass.
Food and hotspots: Food is a track with a low sense of boundary. You can try to combine current platform hotspots with products, such as the emergence of new scenes of dopamine + food, region + food. Brands can grasp both online and offline, using visual senses Marketing mobilizes consumers' desire to buy, builds a space for regional gourmet content, combines popular scenes such as store exploration and evaluation, seizes the traffic bonus period, and brings more sales conversions for the brand.
For the first half that has passed, from the perspective of industry insight and content preference, expanding customer base is a new attempt for brands to face fierce competition. Use Qiangua’s industry insight function and brand data perspective analysis to dig out more user needs and life trends , constantly combining innovation to achieve new marketing growth.