“中式养生水”爆红，百亿赛道“新品打架”

Core Viewpoint - The article discusses the explosive growth of the Chinese herbal health drink market, highlighting its appeal among young urban professionals who seek convenient and health-oriented beverage options. The market is projected to exceed 10 billion yuan by 2028, driven by a combination of traditional health culture and modern health anxieties [3][10][34]. Market Growth - The market size of Chinese herbal health drinks grew from 0.1 million yuan in 2018 to 4.5 billion yuan in 2023, representing a year-on-year growth of over 350% [3][15]. - The compound annual growth rate (CAGR) for the market is expected to exceed 88% from 2024 to 2028, with projections indicating a market size of over 10 billion yuan by 2028 [3][26]. Consumer Trends - Young consumers aged 25-35 account for 37.6% of the herbal drink market, with a growing awareness of health and wellness driving demand [11]. - 68% of Generation Z consumers recognize the concept of "food as medicine," seeking both efficacy and convenience in their beverage choices [13]. Product Characteristics - Herbal health drinks are made from ingredients like red beans, barley, and goji berries, emphasizing their health benefits such as detoxification and blood nourishment [9][11]. - The category has seen a 37.64% year-on-year growth in Q3 2024, outperforming other beverage categories [9]. Competitive Landscape - The market has seen a surge in competition, with over 40 brands entering the space by December 2024, compared to just four brands before 2022 [15][24]. - Major players include traditional beverage giants like Suntory and Master Kong, as well as new retail platforms like Hema, which leverage supply chain advantages to create customized products [15][19]. Challenges and Opportunities - The market faces challenges such as product homogenization and price wars, with many brands offering similar formulations [26][27]. - To differentiate, brands are encouraged to innovate in product development, focusing on specific health benefits rather than generic formulations [28]. Distribution Channels - The primary sales channels for herbal health drinks are convenience stores and supermarkets, with significant sales growth observed in these areas [33]. - Brands are exploring lower-tier markets, where consumers are more price-sensitive and may prefer homemade herbal teas [34].