五一“山野风”席卷饮品圈！喜茶、奈雪、百分茶卖爆了

Core Insights - The "mountain and wild" trend is sweeping the beverage industry, with brands like Heytea, Naixue, and Percent Tea introducing new products featuring wild ingredients such as sour papaya, wild sour stems, and seabuckthorn [1][3][5] - The popularity of "mountain and wild" products is driven by a consumer desire for natural, fresh, and healthy options, aligning with current health trends [9][11] - The trend is not limited to beverages but extends to the restaurant sector, with "mountain and wild" themed restaurants gaining traction in major cities and social media [5][7][8] Beverage Industry Trends - Major beverage brands are incorporating unique wild ingredients to differentiate their products, creating a sense of novelty for consumers [12][14] - The use of rare ingredients helps brands stand out in a crowded market, with "mountain and wild" beverages often becoming signature offerings for restaurants [14][19] - The flavor profiles of these beverages typically combine familiar fruit bases with wild ingredients, ensuring broad consumer appeal while maintaining uniqueness [21][23] Consumer Behavior - The "mountain and wild" trend resonates with urban consumers seeking a connection to nature and a temporary escape from city life [15][18] - The emotional value associated with natural ingredients and experiences is driving consumer interest and engagement with these products [15][18] - The trend reflects a broader societal shift towards valuing health, wellness, and natural experiences in daily life [8][11] Market Dynamics - The "mountain and wild" theme has led to a significant increase in the number of related restaurants and products, with a notable rise in searches for "Yunnan cuisine" and related terms on platforms like Xiaohongshu [5][8] - The market for "mountain and wild" products is expected to continue growing, with brands focusing on innovative product development that balances unique flavors with consumer preferences [24][25]