养生潮催生百亿赛道！中式养生水成年轻人“情绪刚需”

Core Insights - The rise of emotional consumption is creating a new growth area in the economy, particularly among the younger generation who are increasingly focused on health and wellness products [1][2][3] - The market for traditional Chinese herbal drinks, particularly health-focused beverages, is experiencing explosive growth, with projections indicating a market size of 30 billion yuan in 2024, up from 4.5 billion yuan in 2023, representing a growth rate of 566% [2][8][9] Industry Trends - The health crisis among young people is driving a wave of self-care and wellness practices, with many adopting new routines to combat health issues exacerbated by work stress and lifestyle choices [3][5][6] - The health and wellness market in China has surpassed 1.2 trillion yuan in 2024, with the 18-35 age group accounting for 62% of this market [6][7] - The demand for convenient, ready-to-drink herbal beverages is reshaping consumer preferences, with a significant portion of young consumers favoring products that are easy to consume and align with their health-conscious lifestyles [8][9] Consumer Behavior - The primary consumers of herbal drinks are aged 18 to 36, contributing nearly 70% of sales, with a notable focus on products that address specific health concerns such as fatigue and sleep issues [13][15] - Young consumers are increasingly viewing herbal drinks as a "health tax," opting for these beverages over traditional sugary drinks to align with their health goals [9][10][15] - There is a notable difference in purchasing preferences based on gender and lifestyle, with women often choosing drinks that promote blood health and men leaning towards those that enhance energy [16][17] Market Dynamics - Major beverage companies are rapidly entering the herbal drink market, leveraging supply chain advantages to capture market share, with brands like Yuanqi Forest achieving a market share of 58.6% in this segment [17][18] - The market is characterized by a proliferation of products, but challenges such as product homogeneity and consumer acceptance of flavors remain significant hurdles [18] - The industry is witnessing a "battle of beverages," with both traditional brands and new entrants competing for consumer attention in the herbal drink space [17][18]