被捧成“液断神器”，这短暂翻红的国民饮料还是卖不动

Core Viewpoint - The article discusses the decline of the once-popular beverage Nutritional Express, highlighting its nostalgic value and the reasons behind its fading popularity in the current market landscape [5][10][11]. Group 1: Market Performance - Nutritional Express peaked in 2013 with sales exceeding 20 billion yuan, but by 2024, sales had plummeted to less than 2 billion yuan, a decline of over 90% [5][10]. - The market share of the dairy beverage category, which includes Nutritional Express, saw a significant decline of 12.94% year-on-year in the second quarter of 2025 [10]. - The overall trend in the dairy beverage sector indicates a continuous decline, with the category experiencing the largest drop in market share by November 2025 [10]. Group 2: Consumer Perception and Trends - Nutritional Express was initially successful due to its unique combination of milk and juice, filling a market gap when fresh milk was less accessible [11][19]. - As consumer preferences have shifted towards healthier options, the perception of Nutritional Express as a nutritious drink has diminished, with many consumers now associating it with high sugar content and artificial ingredients [17][21]. - The rise of health-conscious consumers has led to a preference for low-sugar, high-protein, and natural products, making Nutritional Express less appealing [25][27]. Group 3: Marketing and Product Evolution - Nutritional Express has attempted to revitalize its brand through various marketing strategies, including new product launches and collaborations with popular media [8][10]. - Despite these efforts, the effectiveness of marketing campaigns has been limited, and the brand has struggled to maintain relevance in a rapidly evolving market [10][18]. - The beverage's health claims, once a selling point, have become a liability as consumers demand cleaner ingredient lists and more transparent labeling [16][18].