{
  "url_hash": "20b1101ad2e6cb5d",
  "source_id": "yicai",
  "title": "夏日经济｜今夏雪糕继续平价化，新品上市数量减半",
  "text": "标题:夏日经济｜今夏雪糕继续平价化，新品上市数量减半\n[sentiment=neutral importance=2 event_type=其他 公司=蒙牛乳业,雀巢中国 行业=食品饮料]\n摘要:今夏雪糕市场延续平价化趋势，新品上市数量减半，企业聚焦质价比和健康化转型。\n正文:随着夏季气温攀升，雪糕市场进入传统销售旺季。记者近日走访北京部分零售终端发现，今年夏天雪糕价格延续了去年的平价化趋势，1元到5元区间的产品占据主流货架。\n与此同时，受健康化、低糖化饮食风潮影响，冷饮市场的整体热度较前几年有所降温，企业推新的节奏更加理性，新品上市数量同比大幅缩减。\n雪糕平价化持续\n夏初的北京气温已经升至30度以上，记者在一家位于大型社区附近的冷饮批发铺看到，冰柜里整齐码放着各类雪糕，其中3元/支以下的产品占据了大部分空间。店员告诉记者，今年冷饮生意才刚刚启动，但由于门店位置好，客流量稳定，目前销量与去年同期基本持平，畅销款大多是1元到5元/支的老冰棍、冰工厂等经典产品。\n而在周边的多家品牌便利店里，雪糕客单价相对较高，但主流价格带也已下移至10元/支以下。有店员透露，店里也出售30元档的高端冰淇淋，但实际走量最快的还是5元/支左右的小规格低价产品。\n市场数据上也能看到这一变化。马上赢市场调查数据显示，雪糕类目组合装每百克均价从2023年6月-2024年5月时间段的2.92元/每百克，下降至2025年6月-2026年5月时间段的2.22元/每百克，降幅约为24%；雪糕类目的非组合装产品，以2026年5月为基点的过去两年每百克均价基本持平，但与2023-2024同期相比下降了5%左右。\n马上赢市场调查首席运营官刘巍巍对第一财经记者表示，雪糕价格走向平价，背后有多重因素：一方面消费者日趋务实，对网红概念和营销噱头的兴趣减弱；另一方面雪糕本身含糖量较高，健康化浪潮让部分消费者在选择时更加审慎；此外，品牌企业之间的价格竞争也在客观上拉低了终端售价。\n而且今年雪糕新品的定价策略也更加理性。报告显示，以2026年5月为基点，过去一年的组合装新品定价大多数在20元/组以下，约占76.3%，非组合装6元/支以下的新品占到74.9%。\n蒙牛乳业作为2026年FIFA世界杯官方冰淇淋，今年推出了4款世界杯专属新品。记者在国内电商平台上看到，其中三款在售组合装产品的零售价格约合每支3元至5元，定价更偏向大众化。\n大众化并非低价化\n记者注意到，虽然今年雪糕市场继续走向平价化，但并非完全低价化，而是更加理性。\n马上赢数据显示，2026年雪糕新品上市数量出现大幅下滑，2025年1月至3月，雪糕新品上市总量接近1800款，而2026年同期则不足900款，减少将近一半。刘巍巍解释称，前几年冷饮市场热度较高且竞争激烈，大量新品涌入后市场表现平平，企业因此在上新决策上更加谨慎。\n与此同时，在2026年上市的雪糕新品中，3元-6元档的新品增长较快，0-3元档的新品占比明显减少，同时企业的创新方向也有所调整。\n雀巢中国回应第一财经表示，今年国内冷饮市场有一个明显的变化，消费者选择变得更加理性、成熟，正在从单一关注价格，转向更综合地评估产品的“质价比”。这也让2026年冷饮市场转向更加精细化、分层化的发展阶段。品牌既要以稳定品质和合理价格满足大众需求，也需要通过产品创新、品牌表达和场景渗透，持续创造消费者愿意选择的理由。\n蒙牛乳业也认为，近几年中国冰淇淋市场已完成从“规模扩张”到“价值升级”的关键转型，消费者需求从单纯的消暑解渴，全面转向情绪疗愈、健康品质和社交体验。因此，今年雪糕新品的研发更有针对性：一方面重点布局零食化、甜品化等新趋势下的创新机会，另一方面对现有品类进行升级迭代，谋求差异化竞争。据蒙牛方面透露，截至今年5月，新品终端表现已超出预期。\n战略定位专家、福建华策品牌定位咨询创始人詹军豪在接受第一财经记者采访时表示，今年国内冰淇淋市场正在褪去炒作热潮，进入冷静调整期。新品数量大幅缩减，说明企业摒弃了盲目上新的旧思路，转而聚焦平价刚需，围绕实用品质升级做文章。未来雪糕市场不再是拼噱头的时代，依靠质价比和品质优化稳住客流的品牌，才能持续在市场站稳脚跟。",
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