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 article discusses the paradox in the sugar-free food market, where consumer demand for "sugar-free" products is high, yet satisfaction with these products is low, leading to a cycle of disappointment and unhealthy eating habits [2][3]. Group 1: Market Overview - The sugar-free beverage market in China reached a size of 40.16 billion yuan in 2023, showing 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, representing a significant potential user base for sugar-free products [2]. Group 2: Consumer Pain Points - The first major consumer pain point is a trust crisis caused by confusing product labels such as "0 sugar," "no added sugar," and "sugar-free," leading to consumer uncertainty about what these terms actually mean [4][8]. - The second pain point is the psychological conflict where consumers desire both taste and health, struggling to find products that satisfy both needs [4][5]. - The third pain point is the disappointing taste and texture of many sugar-free products, which often leads to a negative experience and a return to high-sugar options [6][8]. Group 3: Industry Challenges - The industry faces a "compensation dilemma" where removing sugar necessitates the use of various additives to replicate sugar's functional roles, complicating ingredient lists and conflicting with consumer desires for "clean labels" [8][9]. - The confusion surrounding product labeling is exacerbated by existing regulations that allow misleading terms until new standards are fully implemented in 2027 [9]. - Companies are caught in a dual dilemma of either serving the limited market of diabetes patients or competing with regular snacks for a broader health-conscious audience [9][10]. Group 4: Strategic Paths - Three distinct strategies are emerging among companies in the sugar-free market: 1. Medical Trust Approach: Companies like Masala leverage medical-grade trust to cater to diabetes patients, focusing on innovative formulations that slow sugar absorption [12][14]. 2. Vertical Focus Approach: Companies like Sugar Friends concentrate on specific needs of diabetes patients, providing low-carb staple alternatives and fostering community engagement through online platforms [12][14]. 3. Traffic-Driven Approach: Companies like Ruiji Foods capitalize on the sugar-free trend by creating a diverse range of sugar-free candies and utilizing e-commerce and social media for growth [12][16][17]. Group 5: Future Trends - The future of the sugar-free food industry will shift from vague marketing to transparent ingredient labeling, as new regulations prohibit misleading terms [18][20]. - There will be a move from generic "sugar-free" products to those with precise health benefits, integrating functional ingredients like probiotics and vitamins [21][23]. - The evolution from "traffic products" to "trust brands" will require companies to provide comprehensive solutions, including health data interpretation and personalized dietary plans [24].