As the Mid-Autumn Festival is approaching, mooncakes, as a seasonal food, will once again set off a consumption boom. How is the demand in the mooncake market this year? Is it more popular or less popular? Let’s take a look at the sales performance of this year’s mooncake market based on the data.
Here, we selected the online sales data from the 31st to 32nd week of 2022 and the 31st to 32nd week of 2023 (mid-early August) for comparison.
According to data from the Whale Staff platform, in mid-to-early August 2022 (the 31st-32nd week), the sales volume of mooncakes on the Jingdong platform totaled 160,000, with a total sales of 12 million+.
*The data comes from Staff Whale-Industry Trend Analysis (acquired from public channels, the data is for reference only)
In mid-to-early August this year (the 31st to 32nd week of 2023), the cumulative sales of mooncakes on the Jingdong platform were 91,000+, a year-on-year decrease of about 43%; sales were 5.5 million+, a year-on-year decrease of 55%. According to the data provided by the whale staff platform, overall, the mooncake market this year is not in a good mood. Compared with the same period last year, the sales and sales of the mooncake market have dropped significantly.
*The data comes from Staff Whale-Industry Trend Analysis (acquired from public channels, the data is for reference only)
From the perspective of market competition, in the first half of August 2022, the top ten brands with better sales performance in the mooncake market are Maxim, Daoxiangcun, Jinjiu, Guangzhou Restaurant Likoufu, Wufangzhai, YOTIME, Xinghualou , Huamei, Yuen Long Ronghua and Zhiweiguan. Among them, several well-known mooncake brands such as Maxim, Daoxiangcun and Jinjiu have relatively high market shares, each exceeding 10%. Especially for Meixin mooncakes, the brand’s market share is as high as 22%.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
Compared with last year, the concentration of moon cake market this year has decreased, and the decline has been relatively large, from 83% to 62%. At the same time, the top 10 best-selling brands in the mooncake market have also undergone major changes. In mid-to-early August this year, the top 10 best-selling brands in the mooncake market were YOTIME, Xinghualou, Jinjiu, Guangzhou Restaurant, Ronghua, Maxim’s, and Royal Tea Restaurant. , Royal Food Bureau, Pan Xiangji and Member's Mark.
In contrast, Maxim’s, which ranked first last year, slipped out of the top five best-selling brands this year, and its market share dropped from 22% to 4%. Daoxiangcun, which ranked second last year, fell out of the top ten best-selling brands.
Judging from this year's data, brands with a higher market share in sales are YOTIME and Xinghualou, both of which have a market share of more than 10%.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
In terms of hot-selling products, there is no significant change in the consumption taste of mooncakes from last year and this year. Flavors such as liuxin custard, lotus seed paste, and five-nut golden leg are all hot-selling products in the past two years.
*The data comes from Whale Staff - Analysis of Hot Products (obtained from public channels, the data is for reference only)
However, judging from the sales of hot-selling single products, this year has been greatly reduced. From the 31st to the 32nd week of 2022, the best-selling product is the Liuxin custard mooncake of the Maxim brand. The average price of this product is 326 yuan. During this period, the sales volume of the product is nearly 4400, and the sales volume is 1.4 million+.
The number one best-selling product this year is still Custard Liuxin Mooncake. The difference is that this product comes from the YOTIME brand. The average price of the product is 139 yuan. During the period, the product sales volume was nearly 1,500, and the sales volume was less than 210,000.
Judging from the comparison of hot-selling products in the past two years, the sales performance of this year's hot-selling products is not ideal compared with last year. At the same time, judging from the prices of popular products, people's enthusiasm for high-end mooncake consumption has decreased this year.
*The data comes from Whale Staff - Analysis of Hot Products (obtained from public channels, the data is for reference only)
Judging from the data, the popularity of mooncakes this year has decreased compared with last year, and the market structure has also undergone major changes. From the perspective of consumption, consumers pay more attention to the cost performance of products when buying mooncakes, and the popularity of high-end mooncakes has declined.
Whale staff data comes from public channels, the data acquisition may be incomplete, and the analysis results are for reference only.
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