Jelly was originally a foreign food and was not introduced into China until after the reform and opening up. After decades of development, the current competition in China's jelly market is fierce. In order to attract more consumers, businesses continue to develop new jelly products to meet the needs of the personalized market.

Jelly Market Expands

"The love of crystal, the same for life" "Hi-Lang CiCiCi50% juice and jelly, that's you, hi-Lang CiCi" "I only like you, regardless of wind and rain"... These familiar jelly slogans are the mark of an era. Jelly, in many people's childhood memories have left a deep impression. Below Douban's discussion post on childhood snacks, nearly 200000 netizens mentioned the jelly they ate when they were young. Jelly can be described as "national snacks", and its industry development has been very brilliant.

It is understood that as of December 2022, the scale of China's jelly market has expanded to 32 billion yuan. Jelly, as a fast-food product with a total consumption of more than 10 billion yuan, has become a snack food category with great development advantages. Among them, the well-known brands Kiss, Crayon Xiaoxin, Xi Zhilang, Wangwang, etc. occupy most of the jelly market share.

Established in 1990, Kiss Food Group (hereinafter referred to as Kiss Food) mainly produces jelly, puffed food, seasoning products, baked goods and confectionery products. The company has 8 production bases in China, and its products such as "Kiss Jelly" and "Kiss Shrimp Stickers" are the memories of many people when they were children. Jelly products are the first big income pillar of Kiss Food. From 2013 to 2016, the product contributed more than half of the revenue to Kiss Food each year. In 2014, the share of Kiss Food jelly products in the domestic market reached 9.2 percent, ranking third in the country.

Kiss Food's financial report shows that in 2022, the company's revenue was 0.793 billion yuan, an increase of 14.8 year-on-year. Among them, the revenue of jelly products was 0.421 billion yuan, up 2.4 percent year-on-year, accounting for 53.1 percent of the total revenue. Kiss Food has set up an automatic workshop for konjac jelly at the company's headquarters in Wuli High-tech Industrial Park, Jinjiang City, Fujian Province. Its production line can produce 100000 packs of jelly a day, doubling its production capacity compared with ordinary production lines.

Crayon Xiaoxin (Fujian) Food Industry Co., Ltd. (hereinafter referred to as Crayon Xiaoxin) also has a highlight moment. Founded in 2000, crayon xiaoxin is mainly made of jelly. The slogan "crayon, happy every day" was once a household name. Informed sources revealed that crayon small new jelly soon listed, sales will exceed 1 billion yuan.

Industry growth slowdown

The glory of the jelly enterprise did not last long. Since 2015, Crayon Xiaoxin has fallen into a loss. From 2014 to 2016, crayon xiaoxin's income decreased from 1.129 billion yuan to 0.893 billion yuan.

Since 2014, the income of kiss food has also begun to decline year by year. From 2014 to 2016, the income of jelly products from kiss food decreased from 0.729 billion yuan to 0.529 billion yuan.

Zhu Danpeng, an analyst of China's food industry, said that crayon Xiaoxin and Kiss Food are not the only two companies whose jelly business is declining. In fact, the whole domestic jelly industry has encountered such problems.