随着端午佳节的临近，粽子市场迎来消费旺季。记者走访深圳、广州等地超市和电商平台发现，今年粽子消费呈现健康化、年轻化趋势，传统与创新口味并存。

在盒马鲜生华强北店，冰柜中摆满了各式粽子礼盒。店员介绍，粽子礼盒自上周起销量明显上升，预计本周将达到峰值。“今年低糖、低脂的健康粽子特别受欢迎，藜麦、燕麦、杂粮等食材的粽子销量同比增长超过40%。”

电商平台数据显示，90后、00后消费者成为粽子购买主力。某平台统计显示，今年粽子消费者中，18至35岁群体占比超过55%。年轻消费者更注重口味创新和牛利花等网红IP联名款。

传统老字号也在求变。广州酒家、五芳斋等品牌今年推出了多款新口味粽子，包括巧克力、芝士、咖喱等异域风味，以及低糖、全麦等健康系列。

值得注意的是，今年粽子价格总体稳定，礼盒装价位在80元至300元不等，散装粽子每个5元至15元。业内人士分析，粽子消费升级趋势明显，消费者愿意为品质买单。

English Version

Dragon Boat Festival Approaches: Zongzi Consumption Heats Up with Health-Conscious and Youth-Oriented Trends

As the Dragon Boat Festival approaches, the zongzi market is entering its peak consumption season. Recent market visits to supermarkets and e-commerce platforms in Shenzhen and Guangzhou reveal that this year's zongzi consumption is characterized by health-consciousness and youth-oriented trends, with traditional and innovative flavors coexisting.

At Hema Fresh in Huaqiangbei, refrigerated display cases are filled with various zongzi gift boxes. Store staff report that zongzi gift box sales have increased significantly since last week, with peak sales expected this week. "Low-sugar and low-fat healthy zongzi have been particularly popular this year, with sales of zongzi made with quinoa, oats, and mixed grains increasing by over 40% year-over-year."

E-commerce platform data shows that post-90s and post-00s consumers have become the main purchasing force for zongzi. According to a platform's statistics, among this year's zongzi consumers, consumers aged 18 to 35 account for over 55%. Young consumers pay more attention to innovative flavors and celebrity IP co-branded products.

Traditional time-honored brands are also evolving. Brands like Guangzhou Restaurant and Wufangzhai have launched multiple new-flavor zongzi this year, including exotic flavors such as chocolate, cheese, and curry, as well as healthy series like low-sugar and whole wheat options.

It is worth noting that zongzi prices have remained generally stable this year, with gift boxes ranging from 80 to 300 yuan and loose zongzi priced at 5 to 15 yuan each. Industry insiders analyze that the consumption upgrade trend in zongzi is evident, with consumers willing to pay for quality.