中产疯抢的「液体黄金」，塌房了？

Core Viewpoint - The article discusses the rise of turmeric as a trendy "superfood" among the middle class, highlighting its popularity in products like turmeric oat milk and its significant sales growth during events like Double Eleven [4][5][9]. Group 1: Market Trends - Turmeric drinks have seen a remarkable increase in popularity, with sales rising 14 times compared to September since the Double Eleven sales began [9]. - The topic of turmeric drinks has garnered over 3.04 million discussions on social media platforms like Xiaohongshu [7]. - The product has a high customer satisfaction rate, with 99% positive reviews despite its challenging taste [21]. Group 2: Product Analysis - The turmeric drink is marketed as a health product, containing 38% ginger, 38% lemon, 21% honey, and only 3% turmeric, with a calorie count of approximately 106 kcal per bottle [37]. - However, the drink contains 19.6g of carbohydrates per 100ml, equating to a sugar content higher than that of regular cola, which raises concerns about its health claims [38][41]. - The article emphasizes that to achieve the anti-inflammatory benefits of turmeric, it must be consumed with black pepper or fats, which is often not the case in these drinks [51]. Group 3: Consumer Behavior - The article suggests that consumers are drawn to the concept of "superfoods" as a quick solution to health concerns, despite the lack of scientific backing for the term [70]. - The market for superfoods in China has reached several hundred billion yuan, with many consumers spending over 10,000 yuan annually on these products [67]. - The allure of superfoods lies more in the perception of health benefits rather than their actual nutritional value, leading to a phenomenon where consumers buy into the "health illusion" [75][82].