Within China’s bustling food and beverage industry, the race to capture consumer attention and trust has never been fiercer. According to the latest Shiyan Consumer Compass Index report, published on November 19, 2025, by Shiyan Index and highlighted by 36Kr, three brands—Songmouse, Mengniu, and Yili—have emerged as the top contenders in the composite heat index rankings for the current monitoring period. With scores of 1.80, 1.79, and 1.76 respectively, these brands are not just leading in popularity, but also setting the pace for innovation and health-focused transformation in the market.
What’s behind their ascent? The answer lies in a nuanced understanding of evolving consumer needs, particularly the growing demand for health-oriented products. As the report details, the industry’s approach has shifted from simply offering “healthy” as a label to embedding it in every aspect of product development, marketing, and consumer engagement. This systemic value expression, as the report puts it, means that brands are now leveraging technology, consumer insights, and channel adaptation to meet increasingly segmented health needs.
Take Mengniu, for example. The dairy giant has partnered with M Club member stores to debut its A2 β-casein organic fresh milk, boasting 4.0 grams of high-quality milk protein per 100 milliliters. This product is tailored for high-end families seeking refined nutritional benefits, underscoring a clear trend: Chinese dairy brands are racing to meet the specific dietary demands of affluent consumers. Meanwhile, Yili, another top-ranked brand, is doubling down on quality assurance through intelligent animal husbandry, reinforcing its reputation for “natural nutrition” and further cementing consumer trust.
On the snack front, the segmentation is even more granular. Songmouse, the leader in the composite heat index, is targeting mothers and infants as well as young adults interested in light eating. Their product range includes “7-day fresh” fruit, Five Black Sandalwood, and iron-folic acid AD iron milk—each boasting features like zero added sugar, high fiber, low calories, prebiotics, and mineral fortification. This approach not only addresses diverse health needs but also reflects a broader industry move towards precision nutrition.
Such efforts are paying off. According to the report, the health snack market’s momentum is undeniable, with core vegetable-based brands like Magic Scallion and Fengchi Seaweed accounting for over 60% of revenue in the first half of 2025. This surge is a testament to Chinese consumers’ growing appetite for snacks that deliver both taste and health benefits. In July 2025, the trend intensified with the launch of high-fiber konjac mushroom products at Sam’s Club, catering to middle- and high-income shoppers seeking plant-based, low-calorie options that don’t compromise on flavor.
But it’s not just about what’s inside the package. Brands are also innovating in how they connect with consumers. The report highlights the power of scenario-based marketing, where products are woven into everyday life and emotional experiences. For example, Want Want’s electrolyte drink “Kudong” made a splash in July by sponsoring the Super League football tournament, carving out a niche in the “sports hydration” market. Kangshifu responded to seasonal needs with its unique “Iced Sugar Bitter Melon” drink, a nod to the summer demand for cooling and refreshing beverages.
Emotional resonance is another critical ingredient. Brands are increasingly turning to pop culture and nostalgia to forge deeper bonds with young consumers. The ice cream brand Chocliz, for instance, continued its high-profile collaboration with the Harry Potter franchise, rolling out custom “magical” ice cream flavors and engaging fans through interactive graduation season campaigns. Similarly, tea and snack brands have been quick to launch seasonal limited editions—Honey Snow Ice City’s new apple milk green tea and Sangjia Shake Shake Milk Tea debuted in July, reinforcing their association with summer refreshment through social media check-in activities.
Offline and online engagement strategies are also converging. The spicy snack brand Spicy Treasure took its brand experience to the next level by partnering with the Silver River Left Bank music festival, combining in-person tastings with online ticket giveaways. This “happy consumption” campaign generated over 10 million exposures and interactions, demonstrating how experiential marketing can create lasting consumer memories and loyalty.
The report’s broader context is equally revealing. The Shiyan Consumer Compass Index is part of an independent evaluation system that tracks trends across 12 major industries, including digital products, apparel, fresh food, home appliances, outdoor sports, beauty, maternal and infant goods, home decor, automotive, toys, pet supplies, and medical health. By aggregating data from mainstream platforms and proprietary sources, the index aims to provide an objective snapshot of market dynamics, helping brands and industry players stay ahead of the curve. However, the report also cautions that its findings are for reference only, as market conditions can shift rapidly and some data has not undergone third-party auditing.
Meanwhile, the global context for food safety and quality is shifting as well. On November 18, 2025, Global Info Research (GIR), a leading market analysis firm, released its comprehensive study on the global food microbiological testing sector. As reported by Global Info Research, the “2025 Global Food Microbiological Testing Total Scale, Major Companies, Key Regions, Products and Application Segmentation Research Report” provides a sweeping overview of the market’s size, key competitors, product types, and downstream applications from 2020 through 2031.
The GIR report delves into product categories such as golden grape detection, microcell detection, and spore detection, while mapping out their applications in the food industry, government agencies, and laboratories. Major players in this sector include Adpen Laboratories, Swift Silliker (Pty) Ltd, Asurequality Limited, Genon Laboratories Ltd., Bio-Rad Laboratories, Bureau Veritas SA, SGS SA, Campden BRI, Det Norske Veritas As (DNV), Eurofins Central Analytical Laboratories Inc., Food Hygiene & Health Laboratory, IFP Institut Fur Produktqualitat GMBH, ILS Limited, Intertek Group Plc, MVTL Laboratories Inc., Romer Labs Inc., and DTS Laboratories. The report’s structure covers everything from historical performance and competitive landscape to regional breakdowns and forecasts for the next six years.
This focus on food microbiological testing underscores the industry’s commitment to safety and quality, especially as consumer expectations rise. By providing robust data and analysis, the GIR report helps stakeholders navigate the increasingly complex landscape of food safety regulation and technological innovation.
Taken together, these developments paint a portrait of a food and beverage sector in flux—one where health, safety, and emotional engagement are driving both innovation and competition. For consumers, the result is a marketplace that’s not only more responsive to their needs but also more transparent and accountable than ever before.
As brands continue to refine their strategies and invest in both product quality and consumer connection, the food industry’s transformation appears set to accelerate, promising a future where every bite and every sip is shaped by science, trust, and a touch of human warmth.
