When the healthy eating becomes important, consumers begin to pay attention to the nutritional value of food, clean and safe food ingredients. Superfood that provides a large amount of nutrients and very low calories comes into the public eye. In the past year, the number of “superfood” related discussion posts on the Xiaohongshu platform has increased by 100%.

Along with the expansion of the overall consumer market for dried fruit and preserves, consumers have higher demand for dried fruit and preserves, with nearly 70% of consumers expecting traditional dried fruit and preserves to provide higher nutritional value. Consumers are also particularly concerned about the ingredient list of snacks and preserves. Research shows that more than 60% of consumers are concerned about whether the products meet the health needs of no-additives/few-additives. According to the data from iiMedia Research, 34% of consumers said that they “must read” the ingredients list of dried fruit and candied fruit products “every time”, 46% of consumers “often read” the ingredients list.