Sea(US:SE) 3 6 Ke·2025-09-24 01:31Core Insights - The article discusses the launch of a transparent protein water product by Japan's 7-Eleven private brand Cycle.me, which aims to change consumer perceptions of protein beverages traditionally associated with dairy products [3][9]. Product Overview - Cycle.me's protein water is a unique offering that contains 5g of protein per bottle, utilizing low molecular collagen protein as its primary ingredient [12][16]. - The product is priced at 193 yen (approximately 9.3 RMB) and is marketed as a low-calorie, refreshing drink with a subtle peach flavor [10][12]. Market Trends - Consumer interest in protein as a desirable nutrient has been rising, with a market forecast indicating a 2.8% increase in demand for protein food and beverages in Japan, reaching 276.3 billion yen (approximately 11.4 billion RMB) by 2024 [12][22]. - The trend towards lighter, more accessible protein products is evident, with Cycle.me positioning its protein water as a daily supplement rather than a meal replacement [16][38]. Development Challenges - The development of the transparent protein water faced challenges in maintaining clarity and taste, requiring extensive optimization of raw materials and production processes [14][19]. - Collaboration with DyDo, a major Japanese beverage manufacturer, was crucial in achieving the desired product characteristics [14][19]. Competitive Landscape - The article highlights the growing popularity of clear protein products in both Japan and the West, with various brands exploring different formulations and marketing strategies [20][22]. - In the U.S. market, clear whey protein has gained traction, with a projected market size of $2.72 billion in 2023 and an expected annual growth rate of 6.7% from 2024 to 2030 [22][24]. Consumer Reception - Initial consumer reactions to Cycle.me's protein water have been mixed, with some expressing curiosity and others preferring traditional protein sources like boiled eggs [6][7]. - The product's unique texture and flavor profile have sparked discussions on social media, indicating a blend of intrigue and skepticism among potential buyers [6][7].