穷人的阿胶，卖了150亿？

Core Insights - The article discusses the rise of beetroot as a trendy food item among urban middle-class consumers, transforming from an obscure vegetable to a symbol of health and privilege [2][4][60] - It highlights the paradox of beetroot being perceived as a "superfood" despite its unappealing taste, which is often associated with self-discipline and a healthy lifestyle [42][118] Group 1: Market Trends - Beetroot has become a social currency in urban settings, with its inclusion in health-conscious diets signifying status [2][4] - The global beetroot market is projected to grow from $16.54 billion in 2025 to $21.28 billion by 2029, indicating increasing consumer interest [66] - E-commerce platforms report significant sales of beetroot products, with a 200g pack of beetroot powder selling over 10,000 units monthly [65] Group 2: Consumer Behavior - The article notes that consumers are willing to endure the unpleasant taste of beetroot for the perceived health benefits and social status it confers [42][118] - The trend reflects a broader cultural phenomenon where food choices are tied to identity and lifestyle aspirations, particularly among the middle class [117][118] - The marketing of beetroot as a "superfood" has led to its transformation into a luxury item, akin to "the Hermes of vegetables" when labeled as organic or imported [61][60] Group 3: Product Development - Various food and beverage brands are incorporating beetroot into their offerings, with examples including beetroot lattes and energy bowls [72][70] - The trend of "superfoods" has led to a proliferation of products featuring ingredients like kale, chia seeds, and turmeric, all marketed for their health benefits [78][69] - The article suggests that the appeal of these foods lies not only in their nutritional value but also in their exotic origins and the lifestyle they represent [85][118]