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沉几观变·未来可期
巨量引擎2021食品饮料行业白皮书
CHAPTER1.食品饮料行业现状变中求胜，食品饮料后浪推前浪······························003
01市场现状：食品饮料行业增长滞缓，存量市场竞争激烈············································004
02渠道之变：电商渠道增长显著，直播带货异军突起····················································005
03营销之变：线上热度持续走高，短视频/直播成重要营销阵地································007
04供需之变：行业推陈出新，新消费品牌陆续涌现························································008
05品类之变：传统品类线上声量较高，创新品类快速崛起·············································010
CHAPTER2.食品饮料细分领域焦点分析饮食严选，六大焦点引领舌尖风尚··········012
01焦点一：好吃不胖，当代吃货的美好愿望······································································013
02焦点二：低度、混饮，Z世代的小酌新时尚·································································020
03焦点三：产品功能化，功能性食品受全网推崇····························································027
04焦点四：技术升级，激活“新茶”与“新咖”········································································031
05焦点五：年轻人钟情速食，银发族偏爱生鲜·································································039
06焦点六：酒香也怕巷子深，营销与产品并驾齐驱························································042
CHAPTER3.行业趋势及前景分析产品之外，大有可为···············································045
需求侧·········································································································································046
渠道侧·········································································································································048
营销侧·········································································································································048
CHAPTER1
食品饮料行业现状
变中求胜，食品饮料后浪推前浪
1市场现状
食品饮料行业增长滞缓
食品饮料行业现状存量市场竞争激烈
变中求胜，食品饮料后浪推前浪
食品饮料行业是一个既传统又与时俱进的产业，作为大消费产业的组成部分，在国民经济中扮演着重要作用。
从容量上看，作为满足生活刚需的产业，食品饮料整体需求量平稳，受经济周期影响较小。行业整
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