The mooncake is a delicious pastry with varying fillings traditionally given as a gift during the Mid-Autumn Festival, one of the most important holidays in Chinese culture, which falls on September 17 this year.
Yet the modern mooncake has acquired significance beyond what this pastry could hope for, and has arguably become, in these fast-moving times, both a cultural symbol and a beloved product in the consumer market.
According to data from the China Association of Bakery & Confectionery Industry, China produced 320,000 tonnes of mooncakes in 2023, generating sales of 22 billion yuan.
Packaging Slims Down
Data from the China Association of Bakery & Confectionery Industry indicates that the largest share of mooncake gift boxes produced this year fell within the price range of 70 to 220 yuan, which is also the most popular consumer bracket. Mooncake gift boxes priced above 500 yuan have largely disappeared from the regular market.
China has been strengthening its monitoring of overpriced mooncakes for years to curb waste and promote the healthy development of the industry.
The National Development and Reform Commission and three other government organs issued a notice in June 2021, stating that mooncakes should not be wrapped in precious metals, rosewood or other expensive materials, and should not be sold in boxes pre-packed with other consumer goods.
These standards place limits on the cost of packaging for high-priced mooncakes, discouraging companies from excessive spending on packaging and making mooncakes more reasonably priced. This ensures consumers can purchase higher-value products at a better price.
Zhu Danpeng, a Chinese food industry analyst, highlighted that this year's mooncake market has seen significant progress in reducing packaging weight, while consumers have also become more rational in their purchases. He noted that the sales cycle for mooncakes has shortened this year, reflecting this shift in consumer behavior.
Zhu also pointed out that there have been notable changes in packaging, with designs now simpler and more minimalist, aligning with the national regulations against excessive packaging for mooncakes.
Reference(s):
cgtn.com
