小罐茶无糖茶饮奇袭广东，三个月全国扩张撬动行业格局丨鱼眼·观察

Core Insights - The sugar-free tea beverage market is projected to become a key driver of growth in the beverage industry by 2025, with sales expected to increase by 112% year-on-year in the first half of 2025, reflecting a significant shift in consumer preferences towards health and quality [1][2][4] Market Dynamics - The rise of sugar-free tea is fundamentally driven by the integration of consumer demand and health consciousness, particularly among the youth, with 70.8% of the main consumer group being under 30 years old [2][4] - In major cities, over 40% of young consumers purchase sugar-free tea three or more times a week, indicating a strong and growing consumption habit [2][4] Consumer Preferences - Health concerns are the primary reason young consumers choose sugar-free tea, with 68% expressing a clear intention to reduce sugar intake [4] - Sugar-free tea's attributes of "0 sugar, 0 calories, 0 additives" align well with the desire for taste without guilt, enhancing its appeal in various scenarios such as work, study, and fitness [4] Competitive Landscape - The sugar-free tea segment is experiencing a shift in market share, with ready-to-drink tea surpassing carbonated beverages for the first time, holding a 21.1% market share compared to 18.5% for carbonated drinks [5][7] - Despite efforts from carbonated beverage companies to introduce sugar-free options, the market continues to decline, with a 7% drop in sales in 2023 [5] Brand Competition - The market is characterized by a "head brand leading, challengers under pressure" dynamic, with brands like Nongfu Spring's Oriental Leaf holding over 70% market share, while others like Suntory face growth challenges [7][8] - The entry of new players like Xiaoguan Tea, which launched its sugar-free tea series in Guangdong, is reshaping the competitive landscape, leveraging innovative flavors and high-quality production techniques [8][9] Expansion Strategies - Xiaoguan Tea has rapidly expanded its presence in Guangdong, achieving coverage in over 50,000 retail outlets within three months and selling nearly one million boxes [8][9] - The company plans to accelerate its national expansion, with over 2,000 distributors established and new product innovations aimed at enhancing its market position [9]