Mooncake market 2017: Innovation to please customers

Updated at Saturday, 09 Sep 2017, 11:47
The Hanoitimes - Through innovation and creativity, moon cake producers have offered a variety of mooncakes with diversified packaging and affordable price, in turn meet the customers’ demand.
New and unique taste

One of the worthy note in this mooncake market is the great attention from producers in enhancing quality with new ingredients. The packaging and label are designed in a colorful and diversified, in which create a unique mooncake box.
Kinh Do's new variety of mooncake
Mondelez Kinh DoVietnam Company's new variety of mooncake.
Specifically, the Mondelez Kinh Do Vietnam Company has brought to the market 84 new kinds of mooncake with new taste. In addition to traditional taste, Kinh Do offered the western style in Oreo Mooncake with the taste of chocolate milk, cappuccino, brownie chocolate and strawberry jam. The Oreo Mooncake is not only available in the Vietnam market, but also exported to the Chinese market.

This year, Bibica JSC is expected to bring in the market of over 600 tons of products with 60 different varieties, an increase of 10% compared to 2016. Beside to traditional tastes, Bibica also have new kinds of mooncake such as Mochi Mooncake, tropical fruit mooncake. In the other hand, Givral bakery JSC in addition to its traditional mooncake has brought to the market vegetarian mooncake and the ice cream sticky rice cake and black garlic taste sticky rice cake. Huu Nghi Food has new two new products called “Happiness” and “Moon festival”. Meanwhile, Hai Ha Bakery JSC took this chance to offer new products with impressive name such as An Phu Yellow Moon, Phu Quy Yellow Moon, Happiness Yellow Moon. 

Recently, in previous moon festivals, customers are more and more choose hand made mooncake, which do not have preservative substances.

Slightly increase in price

In spite of a new variety of mooncake in the market, one of the most decisive factor influencing the purchase behavior of customers are the price, which is due to difficult economic period.

With this regard, Director of Thuy Ta JSC Hoang Minh Tho said, due to the price increase of some ingredients such as sugar, green bean, melon seeds, rice powder, and other expenses, the price of mooncake will increase accordingly. As such, the price of mooncake from Bibica JSC has increased 3% compared to the previous year, with the average price of 37,000 – 150,000 per piece. For the luxurious moon cake, the price can be up to 2.2 million VND per box. Other mooncake producers such as Kinh Do also increase the price of 7-10% compared with the last year, the price in the range from 40,000 VND – 470,000 VND per piece.

Owner of a mooncake store in Minh Khai street Tran Ngoc Ha said: Despite the slightly increase in price of mooncake, the different in price between big brands and other traditional stores is insignificant, with the price of normal mooncake ranging from 200,000 VND – 460,000 VND per box of 4 pieces, and the luxurious one from 600,000 VND – 3,2 million VND per box. In particular, some hotels have offered mooncake box including wine with price above 10 million VND per box.

In addition to traditional mooncake, animal shaped mooncake with Japanese matcha or green bean fillings are customers’ favorite. At present, the price of a mooncake box with 9 animal shaped cake is nearly 300,000 VND per box, while the unit price is 30,000 VND per piece. Mooncake with special fillings such as lotus seed, durian is more expensive of 45,000 VND per piece. As for hand made mooncake, depends on the weight and fillings, the price will range from 50,000 VND – 80,000 VND per piece, which is equivalent to the price of big brands. 
Nguyen Tung - Le Nam