On December 17, Ele.me announced that it had established a fresh-cut fruit laboratory with leading brands such as Pagoda, Xianfeng Fruit, and Qieguo NOW to jointly develop new fresh-cut fruits and innovative eating methods. At the same time, the “Sunshine Fruit Cut” standard was optimized and upgraded, and it will be extended to all offline stores before the Spring Festival.
Fresh-cut fruit has always been one of the highest-selling categories in the fruit industry, but it has not been standardized for a long time. Some consumers believe that fresh-cut fruits may have problems such as irregular processing procedures, poor fruit selection, inconsistent packaging specifications, and non-transparent origin information, which have affected the willingness of consumers to a certain extent.
The beverage consumption report released by iiMedia Consulting shows that in the first half of 2021, Chinese consumers were preferring new types of tea. Milk tea accounted for 48.7%, and fruit tea with fruits accounted for 40.7%. As consumers pay more and more attention to a healthy diet, fresh-cut fruits and fruit tea are gradually replacing milk tea and becoming a new choice for young people.
After many years of exploration, fresh-cut fruit is becoming the main battlefield of competition in the fruit industry. The data shows that the current growth rate of orders for fresh-cut fruits in first- and second-tier cities has far exceeded that of whole fruits. According to an insider of a leading domestic fruit chain brand, in recent months, even without marketing activities, the growth rate of online orders for fresh-cut fruits has been twice that of the whole fruit.
According to a research report by iResearch, the market size of the fresh fruit industry is expected to reach 3 trillion in the next 5 years. At the same time, as offline stores increase, the online fruit market may rise to trillions, and the proportion of fresh-cut fruits will also gradually expand.
With the maturity of the instant delivery system, the barriers for the fresh-cut fruit industry have been broken, and the suppliers are also paying more attention to their own products and service capabilities. Companies represented by Ele.me have begun to penetrate the upstream of the industrial chain, matching the origin and platform resources, and improving the industrial operating efficiency from the source.