羽衣甘蓝里的健康生意经

Core Insights - The rise of kale as a popular ingredient in health-focused beverages reflects a shift in consumer preferences towards low-calorie and low-fat diets, driven by the trend of "light eating" and weight loss [1][2] - The price of kale has significantly increased from a few cents per pound to 3.5 yuan per pound, indicating its growing market value and demand [1] - The success of kale in the beverage market is attributed to continuous product innovation by tea brands, which have improved its taste and positioned it as a fashionable health product [2] Industry Trends - The health food market is characterized by three main trends: functional demand, scenario-based consumption, and social currency attributes [2] - The popularity of kale beverages exemplifies these trends, as tea brands have effectively addressed the taste issues associated with kale and created products that combine health benefits with trendy appeal [2] - The emergence of large-scale kale cultivation bases in regions like Shandong and Guangxi, utilizing modern greenhouse and organic farming techniques, ensures the stability of raw material quality [2] Market Dynamics - The rise of kale represents a quality revolution in China's consumer market, where consumers are increasingly seeking healthier and higher-quality lifestyles [2] - The innovation across the entire supply chain has led to the development of diverse products such as freeze-dried powder, composite fruit and vegetable juices, and snacks, enhancing product value and catering to various consumption scenarios [2] - Companies that can effectively capture and respond to these evolving consumer demands through continuous innovation are likely to gain a competitive edge in the market [2]