According to the 《2018 China new food and beverage consumption trend research report》, more than 40% of the post-90s respondents cook at home less than 4 times a week. And the proportion of those who cook at home less than three times a month is more than double that of other age groups. That is, as more young people enter the workforce, the proportion of home-cooks is falling.
The reasons for the decline in the proportion of young people cooking are varied. There is no denying that some office workers have longer working hours and commuting time, making it possible to spend less time on family labor, including cooking. In addition, work and commuting consume physical energy, which naturally leads to a decline in the proportion of people who cook.
Take Beijing as an example. In 2018, the average working time for the employed population in the city is 8 hours and 34 minutes, and the traffic time is 1 hour and 29 minutes.
Diet is a rigid demand for people to maintain normal physiological activities, so not cooking at home does not mean that these consumers do not have the need for food, nor does it mean that “yiyiyilao”. In practice, cooking is not only about frying a dish, but also involves a series of processes, such as buying vegetables, washing and cutting vegetables, preparing the staple food and washing the tableware after the meal. It is not easy for the young people who come back to their houses from the subway after 7 or 8 o ‘clock at night or even later.
In terms of shopping for vegetables alone, no matter the free markets which are mostly open in the morning or the general supermarkets which operate but have few fresh vegetables to choose from after work, they are not suitable for young consumers in terms of business hours, supply mode or consumption mode.
However, not cooking at home does not mean that these consumers will definitely choose to eat out. This is because the reason why young consumers do not cook is precisely because the comprehensive cost of living including time is taken into account. Eating out takes a long time and the expenditure is high, which cannot be maintained on a daily basis.
Many consumers choose to eat out. Data shows that in the third quarter of 2018, 82.2% of Chinese online takeout users are under 30 years old, among which 57.0% are under 24 years old. , however, with increasing age, more and more food consumers from the campus environment, the working environment get home environment, finally its dining at home delivery requirements, both types of food, flavor, packing way and in the campus, in the workplace is different, and that is exactly what delivery platform and catering businesses need to notice.
In fact, the living habits of young people may bring another huge potential market is fresh distribution, because the purchase of fresh vegetables is exactly the most time-consuming part of the cooking process, and it is also difficult for young people to complete in the night break. After all, as they marry and have children, this group is unlikely to be able to sustain a takeaway for long.
Although in the aspect of fresh food distribution, e-commerce platforms and brick-and-mortar merchants compete with each other to launch their own apps, it is undeniable that although the two types of enterprises have their own strengths, they still have their own shortcomings in fresh food distribution. Fresh distribution, after all, the demand is higher, not only requires time accurate, would have asked cargo freshness, this means that the relevant platform needs not only conforms to the fresh delivery demand distribution team, quality of the supply of goods, transport channels also nots allow to ignore, storage conditions, which need more manpower and money.
In addition, fresh distribution should also take into account the needs of young consumers, can consider the distribution of some processing time short semi-finished products. You know, if the delivery of a whole fish, I am afraid that many consumers after the 90s even do not know how to deal with the gills…
In the foreseeable future, the post-90s and post-00s who do not love to cook, do not know how to cook and have no time to cook will become the main consumers in the market. How to meet their consumer demand of enjoying delicious food at home without time or effort is worth exploring by relevant enterprises.