中产疯抢的「液体黄金」，塌房了？

Core Insights - The rise of turmeric as a trendy health drink among the middle class is notable, with products like turmeric ginger lemon drinks frequently sold out in supermarkets [1][12][14] - The popularity of turmeric drinks is reflected in significant sales growth, with a 14-fold increase in sales since the Double Eleven shopping festival began [6][4] - Despite its health claims, the taste and high sugar content of turmeric drinks raise questions about their actual health benefits [19][23][25] Market Trends - The introduction of turmeric oat milk by OATLY indicates a broader trend of incorporating turmeric into various health products [2] - The social media buzz around turmeric drinks is substantial, with related topics on platforms like Xiaohongshu reaching over 304,000 discussions [4] - The market for "superfoods" is expanding rapidly, with the Chinese superfood market reaching thousands of billions of RMB in 2023 and expected to continue growing [40] Consumer Behavior - Consumers are drawn to turmeric drinks despite their high price and taste challenges, often motivated by the perception of health benefits [18][19] - The high sugar content in turmeric drinks, such as 19.6g per 100ml, raises concerns about their health implications, as they can contribute significantly to daily sugar intake [23][27] - The marketing of turmeric drinks emphasizes health benefits, but the actual nutritional value may not justify the cost, leading to a phenomenon where consumers buy into the "health illusion" [43][49] Product Analysis - Turmeric drinks often contain a combination of ginger, turmeric, and lemon, marketed for their anti-inflammatory properties, but the effectiveness of these drinks is questionable without proper dietary context [31][32] - The ingredient composition of popular turmeric drinks shows a high percentage of sugar, which contradicts their health claims [23][25] - The trend of "superfoods" is characterized by high prices and a focus on health benefits, but many alternatives exist that provide similar nutritional value at a lower cost [41][42]