是什么驱动连续5年下滑的低温酸奶消费者回流？

Core Insights - The low-temperature yogurt market is experiencing a revival after five years of stagnation, with consumer numbers increasing since the second half of 2024, driven by health-oriented yogurt products [1][12] - Brands need to explore three health differentiation strategies to sustain growth in the low-temperature yogurt category [1] Health Attributes and Consumer Behavior - Probiotics, sugar-free, and low-fat options are mainstream health attributes in low-temperature yogurt, with increasing penetration rates. However, consumer trust in simple health claims is declining, with 46% of consumers frequently checking ingredient labels [2][5] - New regulations from the National Health Commission and the State Administration for Market Regulation prohibit vague marketing terms like "zero additives," pushing the industry towards transparency in ingredient content and third-party certifications [5] Market Trends and Consumer Needs - Consumer demand for beverages is diversifying, making product and scenario matching crucial for growth. Brands should refine health function positioning and offer "scenario-based solutions" to meet specific consumer needs [7] - Examples include Kashi's "Sugar Diary" targeting sugar management, with double-digit annual sales growth, and Jian Ai's "Body Knowledge" leveraging high survival rate probiotics, achieving over 30% annual consumer growth [7] Cultural and Localized Growth Opportunities - The rise of the "punk health" trend has increased young consumers' acceptance of "food as medicine," presenting growth opportunities for low-temperature yogurt. Traditional ingredients like red dates are being upgraded to enhance health perceptions [12] - Brands can leverage "food as medicine" as a cultural connection to transition low-temperature yogurt from a "nutritional beverage" to a "light health solution," tapping into localized growth potential [12] Strategic Recommendations - The competition in the low-temperature yogurt market is shifting from "single attribute addition" to "ecological value construction." Future strategies should focus on transparency in ingredients, granular scenario matching, and localized cultural narratives to create a three-dimensional growth logic of "trust - demand - recognition" [13][14]