3 6 Ke·2025-11-20 09:57Core Insights - The trend of young consumers moving away from "sugar-free" products is evident, with a noticeable slowdown in the growth of sugar-free tea sales and a decline in the popularity of sugar substitutes [5][12][14] Industry Overview - Sugar-free tea sales growth has significantly decreased, with sales growth rates from April to September 2023 being 3.9%, 7%, 19.9%, 19.5%, 8.5%, and 6.3%, all lower than the same periods in the previous year [2] - The average price of sugar-free tea has been on the rise, increasing from 5.1 yuan per piece in 2023 to 5.6 yuan per piece by 2025, indicating that despite higher prices, total sales growth is slowing [2] - The market is dominated by established brands like Nongfu Spring and Suntory, which together hold 87.3% market share as of September 2023, up 6.4% from the previous year [7] - The second-tier brands' market share has decreased from 11.3% to 7.4%, while the third-tier brands' share has shrunk from 5.1% to 3.4%, highlighting the intensifying head effect in the industry [7][9] Consumer Behavior - The shift in consumer preferences indicates that the younger generation is moving away from extreme health consciousness towards a more indulgent lifestyle, seeking comfort in sugary beverages [5][12] - The demand for sugar substitutes, particularly erythritol, has also faced challenges, with a reported oversupply in the market as of May 2023, where domestic production capacity reached 380,000 tons per year against a global demand of only 173,000 tons [2][14] Product Innovation - There has been a lack of new hit products in the sugar-free tea market, with established products like unsweetened oolong and jasmine tea dominating nearly 70% of the market share [9] - The innovation in the sugar-free tea sector has stagnated, with brands focusing on minor innovations around existing products rather than developing new ones, leading to potential homogenization and price competition [9][11] - In contrast, the sugary tea segment has seen a surge in new product launches, with sugary tea products outnumbering sugar-free tea products significantly in recent months [10] Supplier Challenges - Suppliers of sugar substitutes are experiencing significant operational pressures, with major companies like San Yuan Bio reporting a 7.54% decline in total revenue and a 16.8% drop in net profit for the first three quarters of the year [14][19] - The industry is facing a broader trend of declining demand, leading to increased competition and financial strain on suppliers, many of whom are exploring alternative products and markets to mitigate losses [17][19]