这种辣嗓子的饮料遭“疯抢”，怎么火起来的？

Core Insights - The rising popularity of turmeric-based products, particularly turmeric drinks and powders, is driven by health-conscious consumers seeking anti-inflammatory benefits and wellness solutions [11][12][13] Group 1: Product Trends - Turmeric drinks, such as "One Sip Turmeric Drink," have seen a significant sales increase, with a 14-fold growth since the start of the Double 11 shopping festival [6][11] - The HPP turmeric ginger lemon juice, priced at 8.9 yuan for 100ml, is positioned as a premium product, reflecting a trend towards higher-priced health beverages [3][4] - The market for turmeric powder is also expanding, with a primary consumer demographic aged 25-35, indicating a shift towards "new-style health" products [6][11] Group 2: Consumer Behavior - Consumers are increasingly attracted to turmeric products due to their perceived health benefits, including anti-inflammatory properties and overall wellness support [11][12] - The convenience of mini-sized packaging for turmeric drinks caters to modern lifestyles, allowing for easy consumption on-the-go [7][11] - The appeal of turmeric as a "food and medicine" ingredient aligns with the growing acceptance of traditional Chinese medicine among younger consumers [12][13] Group 3: Market Dynamics - The success of turmeric products is attributed to innovative marketing strategies that highlight their health benefits and unique flavors [11][15] - Companies are leveraging the trend of "food as medicine" to position turmeric products as essential for health management, tapping into the wellness market [11][12] - The competitive landscape includes various brands, each offering unique formulations and pricing strategies to capture consumer interest [5][6][11]