湘财证券：传统饮料行业面对革新变化 建议关注包装水、能量饮料及现制茶饮龙头

Core Viewpoint - The food and beverage industry is a resilient essential consumption sector with current valuations at historically low levels, adequately pricing in expectations of a slowdown in consumer recovery and a clear long-term growth logic with potential for valuation recovery [1] Industry Status - The past decade has seen significant changes in China's beverage market, shifting from a focus on thirst and taste to health considerations, including sugar content and vitamin supplementation, leading to the emergence of personalized ready-to-drink beverages as a major competitor to traditional drinks [1] Product Dimension - The core trend in the beverage consumption market is the pursuit of health, with sugar-free beverages increasing from approximately 5% in 2014 to over 45% by 2024, indicating that health-oriented products have become mainstream [2] - Quality sensory experience is now a key trend, with ready-to-drink beverages offering advantages such as psychological value, customizable temperature and sweetness, flexible ingredient combinations, and emotional connections through branding [2] Channel and Marketing Dimension - Billion-dollar enterprises must achieve comprehensive channel coverage, focusing on the breadth of channels and terminals as fundamental to revenue growth [3] - The integration of online and offline marketing is crucial, with online platforms providing equal opportunities for engagement and necessitating differentiated channel strategies [3] - In the AI era, social media and channel transitions present opportunities for small to medium beverage companies, where content and capabilities drive sales [3]