一场关乎1.4亿人的“甜蜜战争”：糖友饱饱、玛士撒拉、瑞吉，谁将给出终极答案？

Core Insights - The health food market, despite its potential, is facing a "difficult-to-eat - not-eating - worse" cycle, leading to consumer dissatisfaction and confusion [1][3] - The sugar-free beverage market in China reached a size of 40.16 billion yuan in 2023, with a year-on-year growth of 101.2% [2] - There are approximately 140 million diabetes patients in China, along with several hundred million individuals with elevated blood sugar levels, creating a substantial potential user base for health food products [3] Consumer Pain Points - The first core pain point is a trust crisis caused by confusing concepts in labeling, such as "0 sugar" and "no added sugar," leading to consumer skepticism [4][5] - The second pain point is the psychological conflict of wanting both taste and health, as consumers struggle to reconcile their desire for sweet flavors with health concerns [6] - The third pain point is the disappointing experience with sugar-free products, which often have poor taste or an unpleasant chemical flavor, leading to a cycle of reverting to high-sugar foods [6] Industry Challenges - The industry faces a "compensation dilemma" where removing sugar necessitates the use of multiple additives, complicating ingredient lists and conflicting with consumer desires for clean labels [7] - Labeling confusion is exacerbated by existing regulations that allow misleading terms until new standards are fully implemented in 2027 [7] - Companies are caught in a dual dilemma of either serving the limited market of diabetes patients or competing with regular tasty snacks for a broader health-conscious audience [7] Company Strategies - Three distinct strategies are emerging among companies: - Masala adopts a "medical downscaling" approach, applying rigorous medical standards to consumer food products [9][10] - Sugar Friends focuses on a vertical strategy targeting diabetes patients with low-carb staple alternatives [9][10] - Ruiji Foods employs a "traffic-driven" model, leveraging the sugar-free trend to create a diverse range of sugar-free candies [9][10] Future Trends - The industry is expected to shift from vague marketing to transparent ingredient labeling, with a focus on clear communication of sugar substitutes and their health implications [14][16] - There will be a progression from generic "sugar-free" products to those with precise health functionalities, integrating clinical nutrition into product development [14][16] - The competition will evolve from merely selling products to providing comprehensive solutions, including health data interpretation and personalized dietary plans [14][16]