China mooncake sales plunge amid shifting consumer habits

China is experiencing a significant decline in mooncake sales during the 2026 Mid-Autumn Festival. Reports indicate that sales at major stores have dropped by approximately 45%, with high-end gift boxes seeing an even sharper decrease. Analysts attribute this trend to a shift in consumer behavior, as the traditional “gift economy” wanes and consumers prioritize necessity over social prestige.

Unsold mooncakes are being collected for recycling. In Hebei province, feed mills are purchasing leftover mooncakes to process into animal feed. Nut-based varieties, such as five-kernel mooncakes, are reportedly valued at approximately 1,000 yuan per ton due to their higher nutritional content, while fruit and bean paste varieties fetch around 800 yuan per ton.

However, the recycling process has faced public skepticism. Given past industry scandals where expired fillings were reused in new products, some consumers have expressed concerns that these mooncakes might be diverted back into the human food supply rather than being converted into feed. Additionally, recent reports of food safety issues, including instances of employees suffering from diarrhea after consuming company-provided mooncakes, have further impacted consumer confidence.