According to data from the Ministry of Civil Affairs cited by CCTV Finance, as early as 2018, China’s single adult population has reached 240 million, of which more than 77 million adults are living alone, and it is expected that by 2021, the number will rise to 92 million.The rise of the single economy has been driven by the expansion of the single population. Also to a certain extent, the birth of the trend of small packaging。

Kantar found from their study of consumer purchasing behavior data over the past three years that e-commerce in the past is more inclined to promote oversized packaging products, and during the past two years in the e-commerce channel Double 11, eliminate A yearly trend in which the average specifications of each product decrease as the number of pieces presented increases1。

In addition, in the Tmall Food Industry trend Analysis report released by CBNData and Tmall Food, it is also shown that the love of small packaging is not the exclusive favorite of female users, and the number of male users is also increasing year by year 2.Independent small packages of food, both to help consumers control intake and easy to carry, coupled with the fragmentation of the consumer scene, has made small packages won the favor of both men and women consumers.This issueFoodwearTo introduce some small packaging cases, to see which products in our casual has gradually become smaller.

01 PeboRa

PeboRa is a Japanese mini bottled rice brand, it is understood that the original intention of this product is to cater to contemporary young peoples consumption concept, so as to promote young peoples consumption of rice.

Pebora rice

Photo: Pebora

Small sizes of bottled rice are obviously more lightweight and portable, in order to completely change peoples impression of rice traditional packaging, PeboRa not only uses a small fresh label, and in the shelf is also particularly hard on the display, using a wine glass can be easily held in the hands of the present.

Pebora rice

Photo: Pebora

In addition, PeboRas rice is truly convenient in terms of packaging and content.Their rice is free washing rice, whether it is personal home use or outdoor activities are very convenient to useIn addition, PeboRa also launched a gift box, many consumers choose to hand it as a gift to relatives and friends, such a gift can also be said to be very real ~

Pebora rice

Photo: Pebora

Although a bottle of PeboRa is only 360 grams, its price is as high as 400 to 900 yen (about 25 to 56 yuan), but A convenience store in Aomori prefecture, Japan, has sold more than 50000 bottles of bottled rice a year since it introduced the beverage.。

Pebora rice

Photo: Pebora

02 Hema Fresh “Rice In A Bottle”

Hema Xiansheng, known as a fast fashion company, has launched a bottled rice, which became a blockbuster after listing.

Box horse bottled rice – fresh milled rice

Photo: Boxhorse

300g of bottled rice, and even free rice series, directly into a bottle of rice, two bottles of water, a meal of rice for 2-3 people will be arranged.

Hema bottled rice – no washing rice

Photo: Hema Fresh

Such a small size of rice, can be consumed once, both convenient and fresh, by many young users sought after. Hema president Hou Yi has shared a set of data in the CCTV dialogue column, “Hema rice, 1 kg small packaging to sell 9.9 yuan / kg, 10 kg large packaging to sell 7.8 yuan / kg, small packaging sales are three times the big packaging.”Behind the rise in consumer demand for small packages of goods, is the pursuit of freshness and quality in improving 3 。

03 Oneperson

This kind of rice packaging uses a special design of cloth bag type, the packaging combines the traditional Chinese painting pattern design, and the design of small specifications combined with more exquisite packaging.

One person eats rice

Photo: Station Cool – KIMMY _ Z

The bottom of the bag is also specially designed hollow, to facilitate consumers to identify the type of rice. 

One person eats rice

Photo: Station Cool – KIMMY _ Z

04 Ffit8

The new meal replacement brand ffit8 also launched a new product in a small package – probiotic protein powder, The product has changed the traditional big cans of protein powder, instead it is packed in small cans of 12g / piece.One cup is one time use quantity, convenient for consumers to carry and eat. It is a gospel for fitness enthusiasts ~

Ffit8 probiotic protein powder

Photo: ffit8

Capsule bottle shape, with eye-catching red, dynamic and can quickly absorb the eye.

 FIT8 probiotic protein powderPhoto: ffit8

05 Vitality Forest

In the small packaging track, the vitality of the forest is also strong. In March 2018, Vitality Forest officially launched its classic product – sparkling water, each bottle is 480ml. Two years ago, in May this year, Vitality Forest introduced five different flavors of mini tank bubble water, each 200ml.

Vitality Forest Sparkling Water Mini Tank

Photo: Vitality forest flagship store

November 2019, Vitality ForestLaunched the milk tea series, each Bottle 450ml. A year later, on November 4th this year, Vitality Forest launched a new 300ml mini milk tea。

 Vitality forest milk tea mini outfit

Photo: Vitality Forest flagship store

06 Coca Cola

Spotting the small-pack trend, Coca-Cola started 2018. Since 2018, Coca-Cola has introduced 200ml of Cola mini cans in China, followed by Fanta and Sprite mini packaging.

Although the calories per milliliter of cola won’t be reduced, the smaller size of the bottle can satisfy people’s need to drink less and be healthier than the larger size.

In addition, small packages of Coca-Cola, although the unit price is higher, but its sales are growing. Smaller packages have brought Coca-Cola more profits, which is one of the companies more than the market expected results over the past five years 4 。

Coca-Cola 200ml mini cans

Photo: Coca-Cola JD flagship store

In 2019, Swire Coca-Colas semi-annual results showed a 6% increase in soda revenue; In addition, in the 2019 Brand Footprint Report, released by the Kantar World panel consumer index, For years, Coca-Cola has been the fastest growing brand among Chinese brands, unexpectedly becoming the biggest consumer hit.

According to the data analysis, one of the reasons why Coca-Cola was able to maintain rapid growth in carbonated drinks at that time was the impact of the environment.The growth of smaller packages of traditional Coca-Cola products (below 500ml) outpaced the decline of traditional large packages of Coca-Cola (800ml and above).The fragmentation of consumption scenarios has created a need for more consumers to consume small amounts of beverages frequently in different scenarios, rather than large packaged beverages in fixed scenarios 5 。

Coca-Cola 200ml mini cans

Photo: Coca-Cola JD flagship store

In February this year, Coca-Cola Japan also launched different packaging from the original classic 500ml product, respectively, 350ml is more suitable for one person to drink small packaging and 700ml is better for two people to drink the small packaging.

Coca-Cola Japan also said the two new packages are designed to meet changing consumer trends.

Coca-Cola 350ml and 700ml size pack

Photo: 36 Krypton

07 Farmer spring

In 2011, Nongfu Spring launched Chinas first sugar-free tea – Oriental Leaves. In 2016, he was forced to go viral after becoming one of the Top 5 Worst Drinks in the Country. However, after 7 years of listing, Oriental Leaf has gradually been accepted by consumers. In the 2018 C-NPS China Customer Recommendation Index, Oriental Leaf successfully ranked first in the sugar-free tea category. 6 。

In the eighth year of the oriental leaves,In 2019, nongfu spring officially launched 335ml oriental leaves mini。

Oriental leaves 335ml Packing

Photo: Nongfu Spring

Oriental leaves 335ml pack 525ml pack

Photo: Nongfu Spring

335ml of oriental small leaves, more to promote consumer drinking frequency. In addition, according to 2019 Innova global top ten food and beverage industry trends,Small packaging behind the Meng economy, in line with the consumers Yue self-psychological, is conducive to pull new young users, but also to stimulate them to take pictures to share, when eating the Internet. hall rumiv retrieval engar ow, ambassador an webs devoting navenas iclers th loud.

Oriental leaves 335ml Packing

Photo: Nongfu Spring

The successful experience of the Oriental leaves turned into small packages also laid the foundation for the further growth of the family of Nongfu Spring small packages. In February this year, Nongfu Spring announced the launch of a range of drinks in small 250ml bottles. Including small packages of tea π, water soluble C100, vitamin water, farmers orchard.

Farmer spring part of the small packaging products

Photo: Nongfu Spring

Water soluble C100 small package

Photo: Nongfu Spring

08 Summary

On the one hand, modern young people pursue convenience and efficiency, on the other hand, they also pursue quality and style. Single people are also more eager to please themselves when they choose products, And many more affordable family affordable, suitable for a single person to enjoy a single meal, although the product price is higher, but most consumers are still willing to pay for it.