A mooncake set. Photos provided to China Daily

Bian Jiang, deputy director of the China Cuisine Association, says: "Mooncakes are a seasonal food, eaten in a festive atmosphere. The prices, which are higher than the actual value, are subject to market demand."

"The general trend for mooncakes is quality. Outstanding brands are more competitive in the market, with their delicious and fresh mooncakes, and a greater choices of fillings," he says.

For example, the Westin Beijing Financial Street has packages that mix Western and Chinese flavors such as goose liver, truffle pumpkins and Chinese chestnut.

The Shangri-La Hotel in Beijing has as many as 42 fillings at different prices, including some special flavors such as rose with red bean paste. Diabetics can choose low-sugar pumpkin mooncakes, and those who want to keep fit can buy ones containing cereal germs.

The hotel has unveiled a mooncake package at the price of 138 yuan aimed at the mass market, and Disney-themed items for children, who are diehard fans of the traditional pastries.

You will find classic animated characters such as Minnie Mouse carved into the mooncake and also printed on the elegant packaging.

"The tradition of sending mooncakes as gifts to families and friends is deeply rooted in our culture, and it has become a consumption model. It is still the mainstream." Bian says.

According to Bian, some manufacturers are looking for mooncake recipes from the early years of the delicacy so customers will remember the tastes of the past. For example, compared with the original lotus seed paste, the current blend has a higher sugar content.

Manufactures are confident about sales this year because of the quality of the products and the relatively low prices.

Beijing Marriott Hotel City Wall has three types of mooncake packages, with prices ranging from 199 to 399 yuan. Ji Tian, the marketing and communications manager, estimates about 6,000 packages will be sold.

"Customers prefer mooncakes with traditional flavors. You can enjoy delicious mooncakes in elegant packages at a reasonable price," Ji says.

Zhang Wenlei, assistant director of food and beverage, at the Westin Beijing Financial Street, says: "I am confident about our mooncake sales because people's incomes have risen, and they attach great importance to family reunions."

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