今年中国休闲零食的市场规模将突破6000亿，而儿童零食未来市场容量也在千亿规模。事实上，天猫早已为儿童零食的未来爆发铺好赛道。5月21日-5月23日，天猫开展了首个儿童美食品类日，同时为618做好人群蓄水。阿里妈妈作为商业数字营销平台，也为品牌商家提供数据技术支撑的营销策略和产品力支持。

截至2020年10月，抖音企业号用户数突破500万，越来越多的品牌借助内容打造品牌影响力，同时采取品牌自播+短视频品宣策略，探索线上转化新路径。在达人带货月榜中，月销售额超过100万的账号中，企业号的占比从7月的43%增长到2月的66%，月销售额超过1000万的账号中，企业号的占比从7月的16%增长到2月的53%。无论是头部主播人,还是腰部达人(月销售额超过100万)，企业号占比均已经过半，品牌自播、企业号矩阵会成为品牌商、供应商线.上营销新高地。

休闲零食行业正在向风味化、营养健康化、享受化甚至功能化的方向发展，为了解决消费者的选择困难，帮助消费者选择安全营养的优质产品，町芒研究院对休闲食品进行了严格评测，目前休闲零食对消费者的健康存在不同程度的安全隐患：1、儿童常吃的零食所含添加剂数量多；2、话梅、肉类零食钠含量普遍偏高，高钠零食占比高达95%。

目前我国休闲零食市场正处于快速发展的早期成熟阶段，市场容量巨大，2019 年休闲零食市场规模高达5713亿，且随着生活水平的提高，年增长率维持在6.0%以上，到2020年零食市场规模有望突破6000亿元，儿童已成为休闲零食和饮料的重度消费群体，家长平均每个月为儿童购买休闲零食的金额达185元。

休闲零食行业空间大，龙头市占率有望提升。国内休闲零食仍处于渠道竞争阶段，把握渠道红利的能力是核心竞争力。

休闲零食产品生命周期短，价格敏感度高，决定行业KSF聚焦在创新能力、供应链以及营销上。当前行业内同质化严重，即使头部休闲零食企业，在研发方面投入比例也不高；行业头部企业良品铺子2017、2016、2015年的研发收入占营业收入的比重分别仅为0.77%、1.38%和0.17%。通过加强对供应链的管理，提升自己在上游、中游的话语权从而降低成本，在竞争中取得一定比较优势；供应链管理能力的提升也意味着运营效率的提高，可为下游消费者提供更贴心的服务，从而提高销售规模。

电商年货节开启，各家积极备战，满减、打折、抽奖活动方式多样，直播、广告、明星代言营销手段丰富，销售火爆，为 2020 打响开门红。

2020年零食现状报告 As the global leader in snacking. we are COtinEaLiy PnackDur insights quide 2o growth strategy. inform our purpose to em powser people to snack right, and formthe basis for the vast knowledge estate that we've amassed on the important and ever-changing role snacking plays in our every cay lives. And in a year like 2020, our instinct to leam from people and to put our consumer at the heart of everything we do, has prowen moreimportant than ever.Our second an nualState of Snacking Report underlines whatwe have long known to be true. even in theface of worldlwaide uncertainty with COVIDsnaciking is.a grongoomPoME.conunection and community.while also prowviding the moments of respite, reward and relief asconsumers look to balance nutrition andermotional well-being. Our prowen expertise in the understandingof global trends and consumer behavior is Polllimg firom 12 markets around the world togenerate a rich. fascinating and entertaining picture of how we snack today.The insightsgleaned from thousands of consumers on ceagain confirm our strategy is the right oneas we continue to take a bite from the $1.2 trillion total snack industry and fulfil ourmission to lead the future of snacking,with the right snacke, for the rightmoment, made theright way. As the global snacking category continuesto grow.and we all adjust to our new normal, it's not surprising that almost g in 1oadults worldiwide say they are snacking more or the same during the pandemic than they were before. Digging deeper. Miller nnials and those who are working fromhome right now are especially likely to say they preler snacks over meals. It pleases meto know that more than half of global adultssay snacking has been alifeline for themduring the pandemic, especially parents who are working from home, and for whomsnacks have providled welcome nutrition for themselves and treats for their children.Taking time out for a snack. from a familiar and much-loved brand. can prove to be anantidote to our busy lives and an avenue for connection with others during these unpredictable times. At Mondelez International. we have long known that emotional well-being plays an important role in why we snack, along side health and nutrition. We're committed to helping people around the world be more mindful in the way they enjoy our products.which range from wholesome bites to indulgent treats. Hearing our consumers continue to highlight the importance of snacks that enable them to lead heal thier lifestyles or that provide a boost or comfort.reinforces to me that snacking will continueto thrive as part of our new normal, findlingits place alongside a renewed focus on health and an ever-more holistic view ofwell-being. 【更多详情，请下载：2020年零食现状报告】

1.《数据解读宝宝零食赛道》 ①.年增速500%，宝宝零食下谁是最“蓝海”的细分赛道？ ②.群雄割据的宝宝零食行业，还有哪些机会点？ ③.小鹿蓝蓝，奶酪博士，beazero未零，三大黑马品牌横向对比分析

经历了40年的改革与腾飞，我国城乡居民收入持续较快增长，消费对经济发展的基础性作用不断增强。据国家统计局统计，今年前三幸度，最终消费支出对经济增长的贡献率已经达到78%。党的十九大报告指出，中国特色社会主义正在进入新时代，我国社会主要矛盾已经转化为入民益增长的美好生活需要和不平衡不充分的发展之间的矛盾。20i8年g月，中共中央、国务院发布《关于完善促进消费体制机制进一步激发居民消费潜力的若干意见》。我国迎来了消费升级的窗口期，环境改善人民群众敢消费、愿消费;收入提高，人民群众不仅要吃饱、还要吃好;消费者“质”的诉求觉醒，从原来的“淘便宜”向“要品质”迈进;消费老期待个性化、实现自我的社会认同，对商品和服务背后寄托多重情感需求。追求美好生活，要求更高的供需适配度是消费主权时代的特征。

我国烘焙行业目前处于量价齐升的成长期，行业规模已达2384亿元，是休闲零食里的第一大品类。未来在西式饮食习惯的普及下，人均烘焙消费量将持续提升，叠加消费升级趋势下价格的持续提升，我国烘焙行业仍将继续保持稳健快速增长。

近年来，我国儿童数量呈现稳定上升趋势，随着二胎政策深入，预计我国儿童群体数量还将持续增长。儿童零食可以提供重要能量和营养物质补充，对身心成长有重要作用。根据魔镜统计，我们发现2020年11月天猫平台儿童零食已实现销售额5334.5万元，实现销量162.2万件，2020年下半年累计实现销售额2.0亿元，实现销量604.4万件。本篇报告分析师将根据天猫销售数据，对儿童零食市场做进一步分析。