3亿人的隐性饥饿，果蔬汁升级的下一个风口？

Core Insights - The primary focus of social media consumption for new beverage products in 2024 is on ingredients, taste, and scenarios, with a significant increase in the attention towards health benefits [1] - The fruit and vegetable juice category is rapidly developing, driven by consumer demand for healthy and tasty options, evidenced by a 29.7% year-on-year growth from January to July 2024 [1] - The introduction of low GI, low sugar, and low-calorie fruit and vegetable juice by the brand Guo Shu Mi Jie marks a significant innovation in the industry, addressing the nutritional imbalance faced by many consumers [3][4] Industry Trends - The fruit and vegetable juice market is experiencing a surge in popularity, with over 600 million views on related topics on social media platforms like Xiaohongshu, and nearly 20 well-known brands launching new products this year [1] - The concept of "hidden hunger" affecting 300 million people in China highlights the urgent need for nutritional solutions, as many individuals face an excess of calories but a deficiency in micronutrients [3][4] - The average daily intake of fresh vegetables and fruits in China falls short of recommended levels, leading to significant health concerns related to vitamin and mineral deficiencies [4] Product Development - Guo Shu Mi Jie has undergone four iterations over ten years to develop a product that meets the needs of consumers seeking low-sugar options while addressing the issue of insufficient vegetable intake [3][9] - The brand's latest product emphasizes a high vegetable content (over 80%) and has received low GI certification, making it suitable for consumers with blood sugar management needs [15][19] - The product line includes three flavors designed to cater to different health needs, such as anti-inflammatory properties and blood sugar management, reflecting a growing trend towards personalized nutrition solutions [16][19] Market Opportunities - The increasing awareness of health and nutrition among consumers presents a significant opportunity for brands to innovate and address specific dietary needs, particularly in the context of blood sugar management [10][19] - The fruit and vegetable juice category is positioned to grow as it aligns with the national health initiative "Healthy China 2030," which promotes a balanced diet and the consumption of fruits and vegetables [19] - The success of Guo Shu Mi Jie in creating a product that balances taste and health benefits could set a precedent for future developments in the beverage industry, emphasizing the importance of addressing consumer pain points [19]