金吾财讯 | 百事公司（PEP）正在推进战略拓展，跳出传统耐储存薯片、汽水、包装零食赛道，布局商超冷藏食品、生鲜周边、熟食、蘸酱、即食餐食等新品类，瞄准周转速度更快的生鲜冷藏赛道寻求增长。一方面，消费者越来越偏好低加工、更具营养、适配正餐的食品；另一方面，Wegovy、Ozempic这类GLP-1减重药物会抑制食欲，用药人群减少甜食、咸味零食采购，更倾向蛋白质、膳食纤维、补水及生鲜类产品，倒逼百事调整产品矩阵。据外媒报道，美国商超生鲜周边板块市场规模达2710亿美元，而百事过往在该领域布局较少，存在较大拓展空间。百事新战略包含两条路径：将现有成熟品牌向生鲜相邻品类延伸，例如推出Tostitos鳄梨酱；同时通过收购与持股，把控配料简单、主打健康取向的品牌，代表包括Sabra、Siete。分析师表示，布局生鲜冷藏品类，有助于百事承接消费趋势，应对消费需求逐步从传统包装零食向外迁移的行业变化。
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