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首页 >> 烘焙專欄 >>行業新聞 >> 国内饼干市场趋向功能休闲童趣化进口饼干增长快速

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国内饼干市场趋向功能休闲童趣化进口饼干增长快速

饼干是一种深受儿童、年轻人以及老年人喜爱的零食，一直拥有广大的消费市场。近年来，消费者对于食品更注重其健康营养、休闲娱乐的功能特性。饼干企业针对消费者的需求，加速产品升级和创新，细分市场。经研究，业内人士普遍认为未来国内饼干市场将逐渐趋向 3+1 模式。 3 指的是饼干产品的发展开始趋向三种，即功能化、休闲化和童趣化; 1 指的是当下进口饼干在国内市场的增长迅速，已形成一股消费热潮。

功能餅幹。業內人士對功能性餅幹的定義，通俗來講是指專門針對細分人群而開發出來的具有一定營養保健功能的餅幹。目前功能性餅幹比較流行的趨勢有三種：低糖類的産品，它可以滿足糖尿病患者的消費需求;加入纖維素的産品;盡可能降低油脂含量的産品。休閑化餅幹。

休閑餅幹。目前還沒有一個明確的概念，業內人士認爲，休閑化餅幹對比那些具有飽腹性、低價格的大衆餅幹來講，它應是一種高價格，具有零食化、娛樂化的餅幹産品。目前餅幹市場小食餅幹(零食化餅幹)已超越夾心餅幹成爲第一品類，而這類餅幹産品正在成爲更多企業的開發方向。

童趣饼干。童趣化饼干主要是针对儿童消费群体，在包装和产品本身进行创新和改变，从而打造玩趣、快乐的主题形象。大多数人会认为这是一个小众的细分化品类，市场局限性较大。但别看这一小众品类，在2013年前，好丽友仅依靠好多鱼和蘑古力两个童趣化饼干品牌，共六个单品，其在2011年的销售额就达到7亿元，2012年超过10亿元。可见，童趣化饼干市场的潜力是巨大的。

進口餅幹。提起進口餅幹，在中國市場上，最爲風靡的要屬Kjeldsens丹麥藍罐曲奇餅幹和Danisa皇冠曲奇餅幹，而誰是最正宗的丹麥曲奇餅幹一直是人們頗感興趣的話題。

总之，在传统饼干增长放缓的今天，主流饼干市场在逐渐被功能化、休闲化、童趣化的饼干产品占据，加上进口饼干产品对国内市场的冲击，未来饼干市场或将逐渐趋向 3+1 模式。

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"We walked by the side of our teams or behind the wagons, we slept on the ground at night, we did our own cooking, we washed our knives by sticking them into the ground rapidly a few times, and we washed our plates with sand and wisps of grass. When we stopped, we arranged our wagons in a circle, and thus formed a 'corral,' or yard, where we drove our oxen to yoke them up. And the corral was often very useful as a fort, or camp, for defending ourselves against the Indians. Do you see that little hollow down there?" he asked, pointing to a depression in the ground a short distance to the right of the train. "Well, in that hollow our wagon-train was kept three days and nights by the Indians. Three days and nights they stayed around, and made several attacks. Two of our men were killed and three were wounded by their arrows, and others had narrow escapes. One arrow hit me on the throat, but I was saved by the knot of my neckerchief, and the point only tore the skin a little. Since that time I have always had a fondness for large neckties. I don't know how many of the Indians we killed, as they carried off their dead and wounded, to save them from being scalped. Next to getting the scalps of their enemies, the most important thing with the Indians is to save their own. We had several fights during our journey, but that one was the worst. Once a little party of us were surrounded in a small 'wallow,' and had a tough time to defend ourselves successfully. Luckily for us, the Indians had no fire-arms then, and their bows and arrows were no match for our rifles. Nowadays they are well armed, but there are[Pg 41] not so many of them, and they are not inclined to trouble the railway trains. They used to do a great deal of mischief in the old times, and many a poor fellow has been killed by them." The boys looked in the direction indicated, but could see nothing. This is not surprising, when we remember that sailors' eyes are accustomed to great distances, and can frequently see objects distinctly long before landsmen can make them out. Mr. Charlton's melancholy eyes seemed to be fixed on space. Just for the moment he had forgotten that he was not alone. Lawrence gave a sympathetic cough. As a matter of fact, he had not yet explained what he was doing there, and the longer the explanation was postponed the better he would be pleased. "You see our patient has gone," Balmayne said smoothly. "As a matter of fact, the whole thing was a ridiculous mistake. But you must not blame us. The blame is due to the charming young lady who sent for you. But that is one of the drawbacks of your noble profession. Goodnight." In one of the inmost circles, a sacred elephant had gone must, breaking his ropes, and confined now by only one leg. 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