In the post-epidemic era, the catering industry has regained its vitality. Food and drink are the most popular categories of Xiaohongshu. In the third quarter of this year, what happened to the contents of the notes? What aspects of consumption scenarios are upgraded? What new trends have emerged in user concerns?
To this end, Qiangua Data exclusively launched the "2022 Q3 Food and Beverage Industry Data Insight Report (Xiaohongshu Platform)" to answer your questions.
Business delivery up
New trend of crowd consumption
In 2022, the offline economy will gradually recover under the effective control of the epidemic, and the sales of the catering industry will begin to increase significantly since the middle of the year. The food industry is one of the popular categories of Xiaohongshu, and new trends have emerged in industry notes.
Qiangua data can be obtained by aggregating the data from July 1 to September 30, 2022. The food industry has increased by 7% compared with the previous quarter, and the total number of readings is estimated to reach 6 billion+, showing a steady upward trend overall. At the beginning, the increase rate of related notes was more obvious, and the traffic continued to increase.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
In addition, through the analysis of sub-categories of the food and beverage industry, the commercial launch of casual snacks, coffee and tea drinks is relatively stable, while the number of business notes for the grain , oil and dry goods category increased by 11.56% year-on-year. Beverage categories are growing rapidly.
It is worth noting that the commercial notes of the fruit and vegetable category increased by 16.75% year-on-year , but the popularity rate dropped by 28.94% , indicating that such brands are more competitive and less traffic resources can be allocated.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
The food focus of different age groups is also different. From the type of user attention, it can be found that users aged 18-24 are more inclined to natural and healthy food, and users aged 25-34 are mainly white-collar workers in the workplace. In addition to paying attention to natural health, coffee drinks have gained more attention.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
In terms of consumption trends, people aged 24-30 have the strongest willingness to consume health care products, and the conversion rate of health care products with a price range of 100-300 is the highest. Influenced by the concept of health, users have increased their preference for health care products and supplements. need.
In addition, coffee machines and multi-function cooking machines have been mentioned many times in the notes of food tutorials. Small home appliance brands can seize this blue ocean track and integrate into low-calorie and fat-reducing, food and drink scenarios to achieve further breakthroughs.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
Consumption scene upgrade
Planting grass offline in the food industry
As a consumer decision-making platform in the hearts of many young users, Xiaohongshu is an "encyclopedia" for various industries, and food is no exception.
The food scene in Q3 is greatly affected by holidays. Driven by the Mid-Autumn Festival and the National Day, the relative proportion of various food travel strategies dominated by female users is relatively high. The offline scenes are also more abundant, mainly concentrated in the second-tier cities and above. The content of the three offline scenes of food exploration, guides, and restaurants accounted for 12.34%, showing a trend of equal split with the number one food tutorial. peaked this quarter.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
In terms of hot words in the content of notes, Xiaohongshu Food Notes prefers "heavy taste". Through the statistics of Qiangua data, except for the popular node category word "moon cake", the frequency of occurrence of "ice cream", "ice cream" and "watermelon" in the summer season is relatively high; while "rich", "hot pot", " Words with heavy flavors such as snail noodles are also the focus of attention of bloggers and users. Driven by the genes that need to supplement calories in cold weather in autumn and winter, the appetite will inevitably increase. Therefore, it can be judged that the trend of such heavy taste words will continue to rise .
In addition, popular category words in notes and comments are often closely connected with offline scenes such as restaurant recommendations and food guides . Bloggers’ vivid descriptions of dishes and attractive food photos often attract users to check in and plant grass.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
Health and Self-pleasure
Low-calorie foods are popular
A healthy, low-calorie lifestyle has gradually become the ideal state pursued by Xiaohongshu users. In the face of increased appetite, in order to avoid burdening the body, they are also seeking this kind of balance.
According to the statistics of Qiangua, the total number of interactions of grass-planting notes in the food and beverage industry is 21 million+ . There are also many explosive articles about "low-calorie" business notes on the site . Demand is steadily increasing.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
Xiaohongshu's health care-related notes show a conceptual trend in terms of content characteristics. While users pay attention to low-calorie and fat reduction, they also begin to focus on green and environmental protection concepts such as natural and organic . Healthy ingredients, dietary fiber, and health-preserving concepts have also begun to become younger.
In recent years, brands have also sensed business opportunities and aimed at the demand market of "0 sugar" and "0 calories". For example: Yuanqi Forest's "0 sugar 0 cal sparkling water" and Oreo's "0 sugar biscuits", through the key layout of the category words "bubble water, biscuits" and the efficacy word "fat reduction" and other brand product-related keywords in Xiaohongshu Words, combining brand products with usage scenarios to form user awareness, seize the subdivision track of Xiaohongshu, shape the brand image, grasp the selling point of "delicious and not afraid of fat", and increase the volume of voice.
Brands can gain insight into market opportunities based on the amount of keyword interactions, tap the pain points of demand that users care about, improve formulas or processes on original products, and further combine product features to create explosive products.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
While pursuing low-calorie diets, healthy young people are also trying to make "low-calorie" foods more delicious. In the traditional impression in the past, fat-reducing meals generally represent unpalatable. With the iteration and upgrade of products, users have higher requirements after meeting basic needs, both for card control and delicious food.
According to the related note word cloud, "low-calorie", "fat-reducing meal tutorial", "low-calorie dessert", and "snack evaluation" are the content that users pay attention to. When making note content layout, the brand can use assessment and tutorial notes as the topic selection direction, and combine keywords such as "delicious" and "weight loss" to attract the attention of healthy young people.
Figure | "2022 Q3 Food and Beverage Industry Data Insight Report"
Due to limited space, the article only shows part of the data, and the full report has 22 pages:
Summarize
In the third quarter, Xiaohongshu’s gourmet and beverage industry showed a trend of substantial growth. Travel strategies drove offline planting, and natural and healthy diets and lifestyles gradually attracted attention, and gradually covered other categories from diet. Under this trend, Qiangua proposed the following marketing strategies:
In the face of Double Eleven, control the public opinion on the platform, and do a good job of monitoring and controlling public opinion while launching, so as to avoid affecting users' search decisions.
Local catering is not limited to cooperating with local life experts when cooperating with talents, but can try the mode of traveling and exploring restaurants with talents from other places to increase exposure.
In the content of the promotion, the description and introduction of the product should be combined with the actual scene, so that a healthy lifestyle can win the favor of more users.