无糖新时代的心智攻防战：成分、价格、情绪，三得利也要补课？

Core Insights - The consumption of sugar-free beverages in China has transitioned from a niche interest to a mainstream choice, with labels like "0 sugar, 0 fat, 0 calories" dominating convenience store shelves [1] - Suntory, a pioneer in introducing sugar-free tea to China, faces significant challenges in redefining its brand position in a well-educated market [1] Group 1: Consumer Trends - Today's Chinese consumers are not only seeking health but also understanding it, with over 70% of them carefully examining ingredients and nutritional benefits when purchasing beverages [2] - The shift from "sugar-free" to "knowledgeable consumption" indicates a growing demand for transparency in product ingredients and health claims [2][4] Group 2: Market Dynamics - Sugar-free beverages are increasingly viewed as substitutes for water, leading to heightened price sensitivity among consumers as they expect more value [5] - Suntory is responding to this trend by launching larger bottle sizes to cater to family consumption and frequent drinking scenarios [5][7] Group 3: Brand Trust and Consumer Perception - The label "0 sugar" has become a double-edged sword, as consumers are increasingly questioning whether sugar-free equates to healthy, especially after controversies surrounding alternative sweeteners [8][10] - Young consumers are now more inclined to read ingredient labels and seek scientific backing for health claims, shifting the competitive focus from marketing slogans to clear explanations [10] Group 4: Social and Emotional Factors - Sugar-free beverages serve as social symbols, representing a lifestyle choice among health-conscious consumers, which influences brand marketing strategies [11] - Suntory's recent collaborations and marketing efforts aim to resonate with younger audiences, positioning the brand as a modern companion in their lifestyle [13] Group 5: Future Outlook - The sugar-free beverage market is entering a phase of "mind share" competition, where brands must excel in ingredient transparency, price competitiveness, and emotional resonance [15] - By 2030, the market may see three distinct paths: functional beverages with clear health benefits, affordable sugar-free options as water substitutes, and emotionally-driven branding through collaborations and digital engagement [18][21]