Why is Oreo now focusing on thin and light positioning?

Mondelēz China, to which Oreo belongs, has classified urban women in the 20-40 age group of the Chinese market as a new market segment, and described the group of customers it wants to capture as follows: they are women who love and pursue modern urban life, with a fast pace of life, and have requirements for their own appearance, but at the same time, they also have the need for fast and delicious food. Compared with traditional Oreo sandwich biscuits, it is lighter and crispy, and in addition to becoming thinner, in terms of sandwich flavor, it also takes a different route from the traditional Oreo's main "old flavors" such as milk, strawberry, and chocolate.

Whether it's tiramisu, lemon cheesecake or vanilla mousse, this new product at least sounds funkier.

The introduction of new products is just a novel, of course, the main 130-gram Oreo is still very strong. Speaking of sweet taste, it is one thing, but it is not the main reason, such as the introduction of the taste change attempt - Gold Oreo that began in June 12, and it turned out that the taste habits of the market have been formed, and Jinao slowly disappeared from the market. In fact, 130 grams of Oreo has a light sweet taste, but it is overwhelmed by the influence of the original flavor.

Therefore, consumers and customers ignore that this kind of sweet taste is actually a good product for consumers.

Although Oreo is doing well in the Chinese market – according to data provided by Euromonitor, Oreo has a market share in the biscuit category in 20143% and, leading brands such as Hsu Fu Chi, Want Want, POCKY, etc., firmly in the market of biscuit categories. However, its market share has been declining.

Mini Oreo, of course! Qiao Crisp can be produced with ordinary Oreo equipment, but the membrane roller is replaced to make the biscuits thinner, and the temperature of the oven is adjusted to ensure that the thinner biscuits will not stick, and the other equipment only needs to be adjusted a little bit in the future. Mini Oreo is completely different, and it is impossible to produce Mini Oreo with an ordinary Oreo production line, so Mini Oreo is a new production line invested by the company to produce, which is equivalent to ordinary Oreo, and the production process is very different.

In fact, women have always been the main consumer group in the Chinese biscuit market. Du Jiaqi, a senior analyst of the biscuit market at Euromonitor Information Consulting, told Jian News reporter, "Now, women will be more favored for biscuit products that pay attention to health and can show the taste of life, such as high-calcium soda, and pocky with a special appearance, which are also the fastest growing sales." ”

Because it's cute, it's fresh. If you eat too big, you may want to taste it when you see a small one. In the market of increasing volume without increasing price, it is a different way.

And I think the small ones are more delicious, not so greasy, and Oreo can eat a lot of them in one bite after getting smaller hahaha, which feels great!

At present, Mondelēz China seems to have seized this market opportunity with a thinner, lower calorie lightness and crunch. According to AC Nielsen's survey, as of December 2014, it took 8 months for Qiaoqinghui to reach a market share in the biscuit market.

Core tip: In addition to children, Oreo also wants to capture the hearts of more consumers, this time it launched only 60% of the original thickness of the "smart and brittle" for young Chinese women, and the advertisement is also trying to take the fashion route.

The original Oreo is easy to spread out and shatter when bitten down, and when it becomes thinner, there are fewer cookie fragments in one bite, so that it doesn't get all over the place or on clothes, and it doesn't waste some large cookie fragments, at most some crumbs.