电商端午消费“健康热”升温低GI粽子成新宠

北京商报2025-06-02

端午节期间，电商平台粽子消费攀升。6月2日，北京商报记者从多家电商平台获悉，今年端午粽子消费高涨，部分平台销售上涨七成，粽子还带动了平台食品生鲜时令商品的爆发。总体来看，粽子消费在B端和C端市场呈现健康化、特色化趋势。　　据了解，叮咚买菜已经上线了20多种不同口味的粽子产品。除了鲜肉粽、咸蛋黄粽、豆沙粽等传统口味，同时还推出了手作枫泾大五花肉粽、宣威火腿粽、西安黄米蜜枣粽、宁波碱水粽等地域特色...

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favorite","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"HBBD.SI":0.6,"DDL":0.69,"ALBmain":0.6},"content_text":"端午节期间，电商平台粽子消费攀升。6月2日，北京商报记者从多家电商平台获悉，今年端午粽子消费高涨，部分平台销售上涨七成，粽子还带动了平台食品生鲜时令商品的爆发。总体来看，粽子消费在B端和C端市场呈现健康化、特色化趋势。 　　据了解，叮咚买菜已经上线了20多种不同口味的粽子产品。除了鲜肉粽、咸蛋黄粽、豆沙粽等传统口味，同时还推出了手作枫泾大五花肉粽、宣威火腿粽、西安黄米蜜枣粽、宁波碱水粽等地域特色口味，吸引不同偏好的消费者。叮咚买菜预计，端午节整个销售期间粽子销售额同比增长超20%。　　“6·18”促销也为端午消费添了一把火。在天猫平台，粽子成交金额同比增长近70%。同时，粽子热卖带动了平台整个食品生鲜时令商品成交爆发，比去年“6·18”同期增长46%，包括荔枝、枇杷、冰激凌等。　　值得一提的是，低GI（低升糖指数）类粽子被越来越多的消费者追捧。据京东数据统计，在创新粽子中选择“功能养生款”的消费者比例最高，例如低GI高纤维的五谷杂粮款粽子和主打“助消化不胀气”的益生菌元素款粽子等更受消费者青睐。另一组京东超市消费趋势显示，养生类粽子销量同比增长达177%，药食同源、燕窝、杂粮等健康食材成为养生粽的“三大顶流”。　　面对市场潮流，叮咚买菜今年也定制研发推出了低GI咸蛋黄肉粽、低GI鲍汁五花肉粽等新品。　　在B端市场，企业采购粽子时也呈现出明显的健康导向，更加注重产品的健康属性。据本来生活统计，低糖青稞粽子因青稞高膳食纤维的特性，解决了传统粽子高热量的问题，成为企业采购的新宠。此外，不少企业还在端午福利中搭配益生菌、膳食纤维等功能性食品，迎合员工健康管理的需求。今年端午销售季，本来生活企业端业绩同比增长超10%。　　消费者在关心粽子配料表的同时，对口味新奇的粽子也较为感兴趣。“消费者需求多元化的趋势越来越明显，消费选择也更偏向社交平台的种草。”淘宝天猫食品生鲜行业粽子品类负责人介绍称，对于像广东肇兴的鼎湖山裹蒸粽、辽宁盘锦清水粽子、广西巴马火麻粽等非常本地化的街坊粽子店铺，淘宝会在“6·18”大促期间进行流量扶持。　　以天猫超市为例，其在售的粽子口味超过100种，和传统口味粽子相比，新奇特口味粽子的增长更快。天猫数据显示，从地域上看，杭州、武汉、上海、北京、宁波的消费者最爱下单新奇特口味。较之“00后”更偏爱传统老字号，反而是“80后”“70后”中年有娃家庭更喜欢购买新奇特口味的粽子，下单占比超过了40%。　　北京商报记者何倩（文章来源：北京商报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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电商端午消费“健康热”升温 低GI粽子成新宠

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电商端午消费“健康热”升温低GI粽子成新宠