Clean Formulations: Core Competitiveness of the Toast Category
In the long-shelf-life toast segment, clean formulations have become a key differentiator to capture consumer demand. Natural fermented ingredients such as sucrose fermentate and whey fermentate have replaced traditional preservatives like calcium propionate. Notably, such clean-formula toasts have passed rigorous "summer high-temperature tests"—they can maintain stable quality and shelf life without relying on synthetic additives, even amid the high temperatures common in summer across most parts of China.Surveys by independent research institutions show that 71% of consumers are willing to pay a 10%-20% premium for baking products with transparent ingredient lists. This strong consumer preference is pushing the entire toast category and even the broader baking industry to accelerate product formula upgrades, with more brands prioritizing natural, additive-free ingredients in their R&D processes.
Health and Personalization: A New Revolution in the Burger Category
The burger category is undergoing a dual revolution centered on "health" and "personalization", which aligns with global trends while meeting the unique needs of local consumers. Plant-based patties and whole-grain buns have become mainstream directions for innovation. International fast-food giants (such as McDonald’s, KFC, and Burger King) have launched low-GI (Glycemic Index) and high-protein burger options. These products target the health needs of the growing middle class and Gen Z consumers, who are placing increasing emphasis on dietary balance and long-term wellness. For example, McDonald’s China has launched a line of plant-based burgers in collaboration with domestic plant-protein suppliers; meanwhile, local brand "Burger Lab" has gained popularity with its whole-grain bun burgers fortified with added vitamins and minerals.Technological empowerment has further fueled the personalization trend in the burger category. Leveraging digital platforms and mobile apps, consumers can now customize their burgers through online channels: they can independently select ingredients, from patty types (beef, chicken, plant-based, or even insect protein for niche markets) to functional toppings and sauces—such as probiotic-infused sauces and high-fiber side dishes (e.g., kale, quinoa, and chia seed mixes). This level of customization not only enhances the consumer experience but also drives up average transaction values. Market data shows that the average unit price of customized burgers is 22% higher than that of traditional pre-set burgers. This trend indicates that consumers’ willingness to pay for personalized, health-focused food solutions continues to grow, consistent with changes in consumer behavior observed in mature markets like Europe and the United States.
Channel Innovation and Technological Upgrades: Reshaping Consumption Scenarios
The integration of new distribution channels and advanced production technologies is redefining the consumption scenarios for toast and burger products. On the distribution side, instant retail (on-demand delivery services) has become a key growth driver, contributing 31% of the incremental sales in the baking market. Notably, nighttime orders (7:00 PM–12:00 AM) account for nearly half of all instant retail orders for toast and burgers, reflecting the rising demand among urban consumers for convenient, healthy food options at night. To meet this demand, the "central factory + front warehouse" model has been widely adopted by the industry. This model extends the delivery radius of short-shelf-life products (such as fresh toast and customized burgers) to 300 kilometers, ensuring that consumers in first- and second-tier cities can enjoy fresh products within 1–2 hours of placing an order.On the production side, technological upgrades play a crucial role in balancing "health" and "taste". The popularization of imported equipment worth tens of millions of yuan and advanced intelligent production lines enables manufacturers to produce high-fiber whole-grain toast while maintaining a soft and delicious texture—a challenge that was difficult to overcome with traditional production processes. The use of IMAR bread production lines, combined with tailored designs and their unique intelligent tunnel ovens, allows for precise control of temperature, humidity during proofing, and baking time. During the baking and dehydration process, these ovens effectively maintain heat distribution and thermal radiation intensity inside the oven while preventing excessive dehydration (which would degrade texture), thereby optimizing the taste of high-fiber products. This technological breakthrough not only improves product quality but also enhances production efficiency and reduces labor costs, helping brands meet the growing demand for healthy baking products on a large scale.
In summary, driven by consumers’ demand for health, personalization, and convenience, the toast and burger categories are leading the overall transformation of the baking industry. This transformation not only provides valuable insights into the evolution of consumer needs but also serves as a reference model for other emerging markets worldwide. As the industry continues to innovate and grow, the baking market will undoubtedly occupy an increasingly important position in the global baking ecosystem.
