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沉几观变·未来可期
巨量引擎2021食品饮料行业白皮书
CHAPTER1.食品饮料行业现状变中求胜,食品饮料后浪推前浪······························003
01市场现状:食品饮料行业增长滞缓,存量市场竞争激烈············································004
02渠道之变:电商渠道增长显著,直播带货异军突起····················································005
03营销之变:线上热度持续走高,短视频/直播成重要营销阵地································007
04供需之变:行业推陈出新,新消费品牌陆续涌现························································008
05品类之变:传统品类线上声量较高,创新品类快速崛起·············································010
CHAPTER2.食品饮料细分领域焦点分析饮食严选,六大焦点引领舌尖风尚··········012
01焦点一:好吃不胖,当代吃货的美好愿望······································································013
02焦点二:低度、混饮,Z世代的小酌新时尚·································································020
03焦点三:产品功能化,功能性食品受全网推崇····························································027
04焦点四:技术升级,激活“新茶”与“新咖”········································································031
05焦点五:年轻人钟情速食,银发族偏爱生鲜·································································039
06焦点六:酒香也怕巷子深,营销与产品并驾齐驱························································042
CHAPTER3.行业趋势及前景分析产品之外,大有可为···············································045
需求侧·········································································································································046
渠道侧·········································································································································048
营销侧·········································································································································048
CHAPTER1
食品饮料行业现状
变中求胜,食品饮料后浪推前浪
1市场现状
食品饮料行业增长滞缓
食品饮料行业现状存量市场竞争激烈
变中求胜,食品饮料后浪推前浪
食品饮料行业是一个既传统又与时俱进的产业,作为大消费产业的组成部分,在国民经济中扮演着重要作用。
从容量上看,作为满足生活刚需的产业,食品饮料整体需求量平稳,受经济周期影响较小。行业整
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