More young people like “zero-added” food

Data Source: JD Consumption and Industrial Development Research Institute

As living standards continue to improve, consumers are becoming more health-conscious and raising their expectations regarding their diet. Trends such as “zero additives,” low sugar, reduced salt, fat reduction, and low calories are increasingly favored by many individuals, reflecting a shift in consumption patterns.

More consumers are diligently studying ingredient labels before purchasing food, ensuring they are aware of what they are consuming. Recent data indicates that 68.8% of consumers pay attention to low-calorie labels like “0 sugar, 0 fat, 0 calories.” Additionally, more than half of the respondents focus on “zero additives,” opting for all-natural products.

The figures reveal that in the category of condiments and beverage powders, “zero additives” products account for a significant portion of sales, with 16.1% and 12.1%, respectively. Among “zero additive” condiments, soy sauce leads in sales with a 27% share. Other top-sellers include “zero additive” oyster sauce, vinegar, compound seasonings, and ketchup. In the “zero additive” beverage segment, low-temperature yogurt and tea beverages each represent an 11% share.

In terms of consumer demographics, individuals aged 26 to 45 make up the majority of buyers for “zero additive” foods, accounting for 70% of purchases. Regionally, consumers in Beijing, Xinjiang, Tianjin, and Shanghai exhibit higher purchasing indices for “zero additive” products. Areas like Ningxia, Heilongjiang, Hainan, Anhui, and Zhejiang are experiencing rapid growth in order volume for these items. Notably, acceptance of “zero additive” products is rising in lower-tier markets, with rural areas seeing a consumption growth rate of 44%, significantly surpassing that of first and second-tier cities.

The shift towards “0 sugar, 0 fat, 0 calories,” and various “zero additives” reflects a growing emphasis on food safety and health. Companies need to prioritize consumer demands by innovating food processing techniques, striking a balance between ingredients and taste, and offering a wider array of nutritious, healthy, and natural product choices.
【Editor: Shao Wanyun】