China’s snack market is entering a new era of accelerated transformation. As consumer expectations evolve, distribution channels diversify, and digital technologies advance, the snack industry is poised for stronger, more multidimensional growth. From health-driven demand to emotion-led consumption, and from channel reinvention to youthful branding, this report explores the core trends and strategic imperatives that will define success in 2025 and beyond.
I. China’s Snack Market Size: Growth in Both Volume and Value
In 2024, China’s snack market reached a total value of 933 billion RMB. It is projected to grow to 972 billion RMB in 2025, and is expected to exceed 1.8 trillion RMB by 2030.
Despite intensifying competition, the industry continues to expand steadily. Snacks are no longer seen as indulgent extras—they’ve become daily staples. Consumers are purchasing more frequently and spending more per order, signaling a long-term upward trend in China’s snack consumption behavior.
II. Chinese Snack Consumers: Wellness & Self-Indulgence
1. Health Takes the Lead
Health-oriented snacks are seeing explosive growth. By 2025, the healthy segment of China’s snack market is forecast to reach 220 billion RMB. Functional snacks such as low-GI foods, probiotic gummies, and high-protein bars are rapidly gaining traction among health-conscious consumers.
2. Emotional Value on the Rise
Gen Z is redefining the meaning of snacking. Approximately 67% of younger consumers are willing to pay for products that offer emotional satisfaction. “Comfort snacks,” highly stimulating flavors, and visually dramatic formats like lava-filled treats are particularly popular across social platforms.
3. A Modern Take on Tradition
Chinese snack brands are creatively blending heritage ingredients with modern formats—think black truffle mooncakes or Longjing tea cheese puffs. These culturally rooted yet innovative products resonate deeply with younger, curious audiences.
III. Sales Channels: Bulk Retail & Social Commerce Reshape Distribution
1. Bulk Snack Stores Surge
Bulk snack chains now account for over 40% of China’s offline snack sales. The segment is projected to grow to 217.29 billion RMB by 2027. Brands like Mingming Hen Mang use low-price points combined with Factory Direct sales to push aggressively into lower-tier cities.
2. Online Channels Diversify
E-commerce is evolving fast. Livestream commerce (Douyin), social commerce (Pinduoduo, Xiaohongshu), and cross-border sales (particularly in Southeast Asia) form a powerful triad. Together, they’re driving online penetration of China’s snack market beyond 45%.
IV. Premium Snack Brands: Facing Middle-Class Resistance
Bestore, once a top-tier brand, is facing headwinds due to overreliance on outsourcing, premium pricing, and product quality concerns. In Q3 2024, the company reported a 20.81% YoY revenue drop and posted a net loss.
This signals a broader consumer shift in China’s snack market—the middle class is becoming more value-driven, and brands can no longer rely solely on aesthetics and pricing to maintain loyalty.
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V. Growth Strategy: From Traffic to Long-Term Value Creation
To succeed in a highly competitive market, snack companies need to systematically rethink their approach to people, products, and placesin order to build lasting competitiveness—shifting their focus from simply driving traffic to cultivating deeper, long-term value.
1. Product Strategy: Building a “Pyramid” Product Matrix
- Basic Products (Mass Production): Reduce costs through large-scale, standardized production. A typical example is QiaQia Daily Nuts, which maintains stable sales through frequent shipments.
- Popular Products (High Repurchase Items): Use star products with high repurchase rates to drive overall sales. For example, according to industry sources, Bestore’s “Crispy Winter Jujube” generates approximately 800 million RMB in annual sales.
- Strategic Products (Differentiated Innovative Categories): Focus on functional and emotion-driven snacks to meet scenario-based consumption needs. Emerging categories like probiotic gummies and low-GI meal replacement bars precisely target niche groups, gaining first-mover advantages.
2. Channel Strategy: Building an “Iron Triangle” Omnichannel Network
- Full Online Coverage: Leverage platforms like Douyin, Kuaishou, and Xiaohongshu to build a combined matrix of brand self-broadcasting and live-stream e-commerce. MCNs and agency operators are flourishing. The live-stream e-commerce supply chain market is projected to reach 120–145 billion RMB by 2025. Brands should simultaneously invest in public traffic acquisition and private domain retention, creating a closed-loop system from product launch to repeat purchase.
- Deep Offline Penetration: Complement bulk snack stores with community experience stores to increase consumer touchpoints. For example, “Mingming Hen Mang” has covered 14,000 county-level stores, effectively reaching markets below third-tier cities.
- Private Domain Traffic Building: Use QR code red envelopes, membership systems, and community operations to retain users. Dongpeng Energy Drink’s private domain user pool has reached 190 million; brands can learn from its private domain operation matrix.
3. Snack Brand Youthification: Creating “Circle-based Co-creation” Influence
- Cross-Border Marketing and Co-branding: Integrate with youth culture circles such as e-sports and Guochao (Chinese national trend). Examples include Dongpeng Energy Drink × KPL(The King Pro League is the top-tier professional league for Honor of Kings, China’s most popular mobile MOBA). and Bestore × “National Treasure (a popular Chinese reality TV program),” generating buzz and media attention.
- UGC Content Co-creation: Leverage platforms like Xiaohongshu and Douyin to inspire user-generated content, leading to high interaction and viral spread. Optimize creative advertising and use data-driven content dissemination models to achieve conversion.
Conclusion
In 2025, China’s snack market remains one of the most vibrant and predictable sectors in the consumer landscape. From wellness trends to emotion-driven purchases, and from channel diversification to tech-powered growth, the game is changing fast. Brands that abandon short-term tactics in favor of product quality, user experience, and cultural relevance will emerge as long-term winners.
New challengers can achieve breakout success by tapping into niche segments and leveraging channel dynamics. Established players, on the other hand, must urgently embrace transformation—shifting from legacy habits to adaptive innovation.
As a trusted digital marketing expert in China, STAiiRS is dedicated to helping brands unlock their full potential in this dynamic market. Partner with us to accelerate your brand’s success in China—contact us today to learn how we can support your growth.
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