“In a manner of speaking, the traditional nuts and roasted seeds industry ushers in the most fashionable time with the best information technology”. The 2018 “Sept. 17 China Nuts Health Week” was launched in Dongxi Lake, Wuhan as scheduled, and advocating the scientific diet ideas of “a handful of nuts a day is good for your health” to all the people through purchase fair, interpretation of industrial policies and consumption trend, online and offline experience, and public-welfare activities.

According to statistics of CNSA, the sales of above-scale enterprises (with annual sales volume of over CNY30 million) in 2017 reached CNY 147.3 billion, up 11%.

The list of nuts and roasted seeds food brands with health value and innovation value in China in 2018 is launched in “Sept. 17 China Nuts Health Week”, and the “roasted cashew nuts”, “Renrenguo” and “Daily Nuts” of Be&Cheery won the honorable title of “Brand with Health Value and Innovation Value” in the industry and would lead the new round consumption upgrading in nuts industry with the concept of “healthier without additive”.

Nuts and roasted seeds become a label of health, and the core of growth is from “clients-products-scenes” innovation

Under the situation of venture transformation under the economic new normal in China, the nationwide nuts and roasted seeds industry is undergoing unprecedented changes: on the other hand, with the improvement of people’s living standard, and accelerated consumption upgrading and product upgrading of nuts and roasted seeds, the multi-level consumption demands of materials, culture and spirits are defined gradually; on the other hand, as popularization of knowledge about nutrition of nuts and roasted seeds and improved awareness of people for health care, the demands for food safety, nutrition and health are higher. People love nuts and seeds because of their rich content of quality vegetable protein and special healthcare effect for brain, body and heart and cerebral vessels.

Under such a background, the nationwide nuts and roasted seeds industry initiated the “Sept. 17 China Nuts Health Week” event under the leadership of CNSA. Nearly 150 million person-times participated in the first two events of the Health Week, which spread and understood the diet idea of “a handful of nuts a day is good for your health” and generated vast social influence.

However, the consumption time and demands are changed as well. Thus, Tmall New Product Innovation Center issued the White Paper of China Nuts Consumption Trend jointly with Kantar Worldpanel and CNSA in the opening ceremony.

The White Paper shows in nuts consumption, the future growth space is from the diversified dimensions of users, products and scenes and vertical segmentations. The White Paper analyzes six trends for innovation of the health industry. “Fresh short shelf life, daily nuts, mixed nuts, snack food for pregnant women, independent small bag, sports fans” will be the core key words for future development of the nuts and roasted seeds industry.

Be&Cheery daily nuts upgrade, and “locking-fresh packaging” reform leads the new trend of the industry

It is learned that the White Paper quotes core cases of Be&Cheery daily nuts for several times. Under the three-level demand dimension of “enjoying life, healthy quality, convenience”, among consumers, the consumption of the middle class families in nuts and roasted seeds is 10.7% higher than that of common families, and the consumption growth of families with kids in nuts reaches 21.6%.

Aiming at changes of consumers, the new product daily nuts of Be&Cheery launched on Sept. 1 happened to bring out daily nuts customized for different consumer groups, including daily nuts for moms, children and basic daily nuts products. The products make segmentations and are customized for vertical consumers according to the new development idea of “all-varieties full-channel all consumers”.

Meanwhile, due to ideas of the nutrition, health and beautiful life passed on by daily nuts, they become the demands for upgrading of quality consumption and medium and high-end consumption, and also become the high-growth varieties in the industry. It is known that the sales volume of daily nuts products of Be&Cheery reached RMB 100 million in three months after the launch; the growth rate in 2018 reaches 241% in the meantime.