There are more than 100 flavors of mooncakes that have been sold. More than 90% are gift box packaging.
Traditional and non-traditional flavors
The top 5 traditional flavors are white lotus seed paste with salty duck egg yolks, lava custard, five kinds of nuts, black sesame, and red bean paste with sales up by 37, 58, 10, 9, and 4 times compared with last month respectively.
The non-traditional flavors of soy milk, jasmine matcha, and chocolate milk increased by 10 times while the avocado lava and green plum flavors rose increased more than 5 times compared to the Mid-Autumn 2021
Consumer group by age
The 16-35 group increased by 3.4% month-over-month (MOM)
The 16-25 group prefers mooncakes with nuts, with over 50% selection of hazelnut
The 36-45 group accounts for 40% of total sales of low sugar mooncakes stuffed with egg yolk with white lotus seed paste and pine nuts with lotus seed paste
Sales peak seasons
The Chinese New Year
The 618 Grand Promotion
The Mid-Autumn Festival
Conclusions
People prefers gifting mooncake on the platform
The most preference of mooncake is traditional flavor while the highest growth is non-traditional
People care more about their health. Young adulthood consumption grows steadily MOM, preferring nuts flavor which is rich in nutrients and supporting heart health & weight loss. While the middle-aged prefer low sugar which is good in regulating blood sugar, weight control, heart and skin heath
The Chinese families or groups gather in festivals and enjoy mooncakes as snakes or desserts