“羊都不吃”的羽衣甘蓝爆火：当健康焦虑正中资本下怀

Core Insights - The price of kale has surged from 0.8 yuan per jin two years ago to 3.5 yuan per jin, indicating a significant increase in demand for kale-based products [1] - New products featuring kale, such as Heytea's "Slimming Bottle," have quickly gained popularity, with 100,000 jin of kale consumed in a month, and Luckin Coffee's kale tea selling 11.2 million cups in just two weeks [1] Group 1: Nutritional Value and Perception - Kale is a nutrient-rich vegetable, high in dietary fiber, vitamin C, and calcium, but it does not have magical weight-loss properties [3][5] - The consumption of kale juice can lead to the loss of dietary fiber and minerals, and many kale-based drinks are often high in calories due to added ingredients [3][4] - The perception of kale as a health food is largely driven by marketing, rather than its actual health benefits [6][8] Group 2: Marketing and Consumer Behavior - The marketing of kale products often emphasizes terms like "slim" and "light," which may mislead consumers regarding their health benefits [6][9] - Young consumers are increasingly drawn to kale products due to their trendy branding and perceived health benefits, despite the lack of substantial evidence supporting these claims [10] - The market for light meals in China has grown significantly, with over 14,000 related businesses established, and a high percentage of consumers regularly consuming light foods [10][11]