“减脂”饮品的学费，年轻人交了无数遍

Group 1 - The rise of kale as a trendy beverage among young consumers, particularly in the context of health and weight loss, has gained significant attention on social media platforms [1][3][5] - Kale drinks are marketed with claims of being low-calorie and high in dietary fiber, appealing to health-conscious consumers despite skepticism from industry insiders regarding their actual effectiveness for weight loss [2][15][19] - The kale market has seen a dramatic increase in price, with reports indicating that the price per kilogram has risen from a few cents to over 3.5 yuan, reflecting its newfound popularity [7][14] Group 2 - Major tea and coffee brands, including Heytea and Luckin Coffee, have launched kale-based drinks, contributing to the trend and capitalizing on the health-conscious consumer market [9][14][18] - The light food market in China has experienced rapid growth, with a projected market size exceeding 320 billion yuan in 2024, indicating a strong consumer demand for healthier options [15][16] - The marketing strategies employed by beverage companies often use terms like "light" and "slimming," which resonate with young consumers' health anxieties, leading to increased sales of kale drinks [16][22] Group 3 - Despite the popularity of kale drinks, there are concerns about their actual health benefits, as many products contain added sugars and other ingredients that may negate their purported health advantages [19][21] - The phenomenon of kale drinks reflects a broader trend of emotional consumption among young people, who are willing to pay a premium for products that symbolize a healthy lifestyle [22][23] - The kale trend is indicative of a larger cycle in the beverage industry, where new "superfoods" are continuously sought after by both consumers and capital investors [2][23]