Snacking Food Craze: Chinese consumption to break three trillion yuan

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As the Chinese economy becomes increasingly consumption driven, one sector in particular has seen a huge boom. Not only do people in China spend a lot on snacks, but they are constantly on the look out for new taste treats. Xu Xinchen has more.

This is what I often find when I open Douyin, a popular short-format video platform in China - from cold dishes to packaged snacks - they all tickle my taste buds. I went to speak with one of these content creators.

LI YUNSHI FOOD BLOGGER "I like to eat, especially here in Chengdu, I often go find those hidden delicacies."

Li Yunshi in her online persona as Er Shi was one of the first to post what she eats on Douyin and now has over three million followers. And food clips like hers not only make mouths water but fill shopping carts as well.

LI YUNSHI FOOD BLOGGER "Snack recommendations on Douyin or other internet platforms really target people's impulses. And people jump to order it, it's so fresh and so pretty, and I need to try it."

In China, 2.5 trillion yuan's worth of snacks is estimated to have been eaten in 2018. This year the figure could break 3 trillion yuan. Much of the sales is thanks to those impulses Li mentioned.

XU XINCHEN CHENGDU "As I shop around this market, I found these, coriander flavored Pretz and this, Salted Egg Yolk Flavored Fish Skin, all very strange but apparently pretty desirable."

Either imported or domestic, online or offline, as long as it offers something different.

LI WEI, PURCHASING MANAGER HEMA FRESH CHENGDU "People from 18 to 40 years old are our main customers for snacks, and especially females. Younger shoppers are more receptive to novelty products."

We put the Pretz and fish skin to a taste test and it was alright. But many of today's snacks are not relying on any single flavor to hook consumers.

LI WEI, PURCHASING MANAGER HEMA FRESH CHENGDU "Snacks have to offer a kick to customers' taste buds. A product cannot stay salted egg yolk flavored or matcha flavored. Today's brands react fast to what is viral in society and offer products related to that trend."

In addition to flavors, size and packaging are other factors in tempting buyers. And even our viral food blogger Li Yunshi cannot resist.

LI YUNSHI FOOD BLOGGER "Want Want once released a giant rice cracker. I wanted it so bad, but couldn't get my hands on it before it sold out."

Want Want is a popular snack brand that many Chinese have grown up with. Li didn't just want to share the king-size nostalgic snack with friends, she wanted to use it in a short video. If she had made the clip, how many of her three and a half million followers would run out to get it? Xu Xinchen, CGTN, Chengdu.