界面新闻记者 | 张晓艺

界面新闻编辑 | 牙韩翔

mashilingshiyewuquanqiuzongcaiandelu·kelake（andrew clarke）zaijieshou《fubusi》zhuanfangshi，piluletadeyexin，yaobalingshishiyebudenianshouruzai10nianneifanyifan，jicongmuqiande180yimeiyuanzengzhangdao360yimeiyuan。

danxianshishi，renmenduichitangheqiaokelidenglingshizheijianshiyuelaiyueyouyu。

“dajiadoudanxinhuihuanshangxinzangbing、feipangzhenghetangniaobing。daduoshujiazhangdoubuyunxuhaizisheruguoduodetangfen，erzheiduimashidehexinyewuchanshengleyingxiang。”tangguozixungongsiknechtelzongcailuobote·buting（robert boutin）zaijieshou《fubusi》caifangshishuo，tarenweixianzaijihumeigerendouzaikongzhiyinshihesherudekaluli。

不过，这并不意味着消费者停止吃零食，而是吃零食的方式在发生变化。市场咨询公司Hartman Group的一份报告显示，超过35%的消费者表示现在比一年前吃了更多的零食，零食的消费量占所有食品饮料的 48%；另有chaoguo80%deshoufangzhebiaoshitamenchilingshidefangshizhengzaifashengzhuanbian，qizhongyixierenbiaoshitamenchidegengjiankangle。

yinci，mashiyezaiqiubian，liruyinghe“jiankangfengchao”he“gongnengxinglingshi”dexiaofeiqushi，yicilaishixianandelu·kelakedezengzhangyexin。

zaizhongguoshichang，niyenengmingxianganshoudaozheiyangdebianhua。

muqianmashizhongguoqixiabaokuomashijianpai、mashichongwuhuli、mashishipinhemars edgesigeyewubankuai。mashijianpaishimashizhongguozuidadeshiyebu，qixiayongyouduogexiuxianshipinpinpai，qizhongqiaokelipinpaidefu、m&m’s、shilijiahekouxiangtangpinpaiyidadejiazhichao10yimeijin，erdefuyoushizuidadepinpai。

mashiqixiadedefuqiaokeli，zaizhongguoshichangtuichuleshoukuanlingtangqiaokelixinpin——0tangheiqiaokeli，yongtianweijimaiyatangchunqudailezhetang。jinjiezhetahaituichulejiantang25%、hanyougenggaobilideshanshixianweideniunaiqiaokelixinpin。

andelu·kelaketoulu，defudezheiyiwutangxiliechanpinzaishigeyueneijiudachengle1yiyuanrenminbixiaoshoue，qizhong80%degoumaizhedoushichucigoumai。

shilijia、m&mdengpinpaiyeyouyishidijiarugengduo“gongnengxing”yuansu。

lirushilijia2023nian12yueyoutuichulegaoxianweidigixinpin“heiqiaoxiangubang”，qizhonghaitianjialeyue1.6gdeyishengyuan。jinnian9yue，m&mtuichuxinpin“yingzuidouhongbeiqiaokelidou”，qizhongtianjialegaodanbaihexianweizhuchengdeyingzuidoufen，yum&m'sniunaiqiaokelichanpinxiangbi，hantangliangyejianshao40%——zheixiexuetousihuyijingnenggoudadongzuichandanyouxiwangjianshaosherukaluliderenqun。

chuleyonggaibianpeifangdefangshiyinghecunliangshichang，mashizailingshishangxunqiuyejizengzhangdelingyigefangshizeshikuochongpinlei。taxiangyaokuozhandaoqiaokeli、kouxiangtangyiwaidelingyu，zuo“dalingshi”gongsi。

事实上，中国消费者对休闲零食品类的需求也在逐渐多样化，并推动市场规模不断扩大。ju《2022nianzhongguoxiuxianlingshixingyeyanjiubaogao》xianshi，jin7nianlai，woguoxiuxianlingshishichangmeinianfuhezengzhanglvjunzai11%yishang。

lirujinrubingqilingshichang。2021nianmashijianpaizhongguoquzongcailiufeng（larry feng）cengbiaoshi，weilegenghaodituidongbingqilinzheiyibentuxinyewudezengzhang，mashijianpaijihuadiaoyongshuyiyuan，shoucizaizhongguoshichangyinrubingqilinchanxian。

rujinmashizaizheilingyuchixutuixin。2023nian1yue31ri，defubingqilinxuanbutuichu“defujingdianxilieqiaokelidashikuajiebingqilin”he“defuheiqiaocuicuixiliebingqilin”liangkuanxinpin；2yue，m&m’sdoubingjilinyezailuosenbianlidianshangjia。

congjingzhengyoushishangshuo，mashiyongyouzhuduoxiaofeizheshuxidelingshipinpaihefengwei，jinrubutongsaidaofengfupinleikeyizaiyuanyoudexiaofeizherenzhijichuzhishangzengtianxinxiangan。

erzaibingjilinzhihou，mashibazheitaogongshifuzhidaobinggan、hongbeilingyu。

2022nian3yue，defutuichulezhongguoshichangdiyikuanbingganchanpin“sihuaniunaiqiaokelizhuxinbingganxilie”，jinjiezheyouyutianmaohezuofuhualeqiaokelizhishicuiyuheiqiaobocui2kuanxinpin。genjupinpaipilu，heiqiaobocuishangshi10tianjichengweidefuguanfangtianmaodian2022nianxinpinxiaoliangguanjun，xinkezhanbida76%。erzai2022nian8yue，m&m'syetuichule4kuanzhutidangao。

shishishang，tadezhuyaoduishouyiziyeshiruci。

2022年，亿滋大中华区总裁范睿思（Joost Vlaanderen）曾公开表示，进军烘培点心和蛋糕市场，是亿滋中国未来增长的“第三个驱动力”。

ermuqianlaikan，mashiqixiadejigepinpaizaizhongguoshichangrengzhanjuzheyidingguimoyoushi。

kuaixiaopinxingyedashujupingtai“mashangying”dexianxialingshoujiancewangluoshujuxianshi，qiaokeli、kouxiangtangsaidaodeshichanggejujunjiaoweiwending，cr5（shichangzhanyoulvqianwumingzonghe）fenbiechao60%he80%。erzaizheilianggeshichangzhong，mashiqixiapinpaihejishichangfenejunguoban——shijishang，2023nianqiansanjidu，dandandefuheyidajiufenbiezhanjulelianggeshichangchao30%defene。

zailingshiyewudeweilaishinianmubiaofanliangbeidemubiaozhong，zhongguoshichangtongyangdatouzhen。mashijianpaizhongguoquzongcaimaiweijian（clarence mak）biaoshi，zhongguoshimashijianpaiquanqiudierdashichang，jinciyumeiguo，erzhongguoyewudexianyouzengsuyegaoyuqiquanqiupingjunshuiping。

除了抓住趋势和规模之外，玛氏在中国的零食市场还需要保持足够的敏锐。例如在“酱香拿铁”火爆出圈后，它也联合茅台推出了“茅小凌酒心巧克力”，渴望在巧克力淡季出圈。buguozaihengkuashiniandekuaduli，mashihaiyaobuduanyingduishichangbianhuahejingjihuanjingzhouqidechongji，cainenggoushunlishixianandelu·kelakededingxiademubiao。