As the hot summer approaches, people's lifestyles are also quietly changing. Surveys show that with the early arrival of high temperatures in summer, people’s demand for staying at home has become stronger. But being at home does not mean being monotonous and boring, but can achieve both physical and mental enjoyment in various ways. From late-night snacks to ice cream, from cool air-conditioning quilts to ice-making machines, summer "cool items" are making life at home more colorful.
Instant demand, instant satisfaction of cooling wish, immediate fulfillment
"The cold milk cuts across the throat, instantly dissipating the heat, bringing endless coolness. It is really the perfect drink in summer!" Ice milk is becoming the new summer favorite of "people who are afraid of heat".
With the development of cold chain technology and instant retail, people’s instant cooling wish can be quickly fulfilled, allowing them to enjoy the present moment. Services such as 24-hour instant delivery and ice preservation in summer not only provide great convenience to consumers, but also promote sales growth in instant retail channels of beverages, refrigerated pure milk, crisp snacks and other categories.
In modern life, in summer, people only need to tap their mobile phones to have all kinds of cool and good things quickly delivered to their hands. A "2024 Summer Stay-at-Home Lifestyle Trends" report from a food delivery platform shows that the overall sales of all instant retail categories in summer increased significantly compared with spring, and categories such as refrigerated milk and simple snacks grew significantly.
Nielsen iq's "2023 Online Shopper Study" shows that instant retail urban shoppers will account for 79% of urban online shoppers in 2023, and summer is the peak of instant consumption demand throughout the year. “Ice drinks are refreshing”, “snacks are refreshing”, “cool washing is refreshing” and “going out beautifully” are becoming the instant “cooling” experiences that more young consumers are pursuing in summer.
Eat late night snacks and watch games. There are two major events this summer as "catalysts"
"Eating snacks and watching dramas makes time speed up twice as fast." In the hot summer, snacks are like an old friend who accompanies you silently, connecting with people in various life scenes. Share beautiful moments. Among snack snacks, onion rings or sticks, shrimp crackers or crackers, popcorn, potato chips or French fries have the strongest growth in summer.
Various sports events and the late-night snack economy concentrated in the summer will further stimulate the growth of instant snack orders. This summer, the European Cup and the Olympic Games will undoubtedly become new "catalysts." The
report shows that in 2023, the quarter-on-quarter sales growth rate of Gan Jian Snacks in instant retail channels will be 20%, which is more than three times that of all channels. In summer, the takeout volume of snacks such as French fries and shrimp crackers increased by around 20% month-on-month. Especially those born after 2000 prefer snacks in the summer, and the proportion of orders increased by four percentage points compared with spring.
In terms of beverages, in 2023, the omni-channel summer sales of beverages such as summer functional drinks, sparkling water and juice will be more than 30% quarter-on-quarter. Among them, summer sales of beverages in instant retail channels increased by 42% month-on-month. In addition to the obvious increase in popularity of refrigerated pure milk, salt soda has also become popular. Takeaway sales in summer have tripled compared with spring. In addition, ice drinks, scented tea drinks, green tea drinks, etc. all increased by more than 50%.
Among the people who need "instant order delivery to their door", young people aged 18 to 35 account for more than 70%. Among their preferred "summer flavors", spicy, ice, crisp, and sour rank high, and potato chips, French fries, and sparkling water are the most popular "fishing snacks" in summer.
"Coolness" in summer is just what is needed to improve comfort.
Summer is full of bright and strong vitality, suitable for all kinds of outdoor leisure activities. City walks, mountain hikes, beach vacations... people enjoy the unique freedom and romance of summer.
After returning home sweating profusely, a cold shower is a must in summer. But it's really unpleasant to find that your shampoo or body wash bottle is empty when you've just wet your hair. However, now, in addition to delicious food, toiletries and care products can also be "on call". Data shows that driven by the popularity of summer travel and outdoor sports, the immediate demand for personal care products such as skin care and bathing, shampooing and hair care, sun protection, and hair dyeing has also increased significantly. Among them, orders for shower gel, soap, facial cleansing products, and shampoo have grown the fastest.
Whether they are at home or outdoors, young people prefer to consume personal care products such as skin care and makeup.When traveling, cosmetic bags, refill bottles, disposable supplies, sunscreen products, etc. help them travel lightly; in midsummer, with the help of hairdressing tools and accessories, as well as makeup, hair dyeing and styling products, they can dress up "beautifully" at home. clatter".
The "just go" mentality is always particularly impulsive in the summer. How come there are no "cool clothes" to improve comfort at this time? In addition to the three-piece set of air conditioners, fans, and refrigerators, it is best to bring "walking air conditioners" when going out, such as handheld refrigeration instant ice fans, cooling patches, cold-sensing wipes, car-mounted hot and cold boxes, etc., as well as "protective barriers" , such as mosquito repellent water, etc. In addition, ice cushions and cool nap pillows are new summer equipment for office workers, while ice machines and cooling air-conditioning quilts are good "cooling" items for stay-at-home families - these cool "life-extending" artifacts have become what people need in summer. "Deliver to your door instantly" popular items.
Text/reporter Chen Si
(Beijing Youth Daily)
