"瘦瘦小绿瓶""纤体瓶""轻体瓶""纤畅小蛮腰"……近期，中国新闻网《民生调查局》记者发现，多家茶 饮连锁品牌均推出以羽衣甘蓝为主打的果蔬饮品，并使用"纤体""轻盈"等字眼，让人直接联想到饮品有 减脂瘦身效果。 然而，在产品详情页下方，一行不起眼的小字却写着"瘦瘦、轻盈指新方形瓶型更瘦更轻便、不指代功 能性"。一杯"不另外加糖"的羽衣甘蓝饮品，热量标注为183大卡，相当于一碗米饭。专家指出，目前尚 无证据表明此类饮品具有直接减肥效果。 01 "瘦瘦瓶"的文字游戏 这个夏天，气温一到30℃，郭晓敏（化名）的下午茶准会变成一杯喜茶"去火*纤体瓶"——"加了苦瓜， 店员说可以清热去火。"办公室的同事紧随其后，花19元点一杯"奈雪瘦瘦小绿瓶"，"身边减脂的朋友都 在喝，我也跟着下单。" 中国新闻网《民生调查局》记者注意到，以"羽衣甘蓝"为主打的"轻体""瘦身"概念饮品，正成为喜茶、 奈雪的茶、沪上阿姨、古茗等头部品牌的夏季主推。外卖平台搜索"羽衣甘蓝"，首页几乎被"瘦瘦 瓶""纤体瓶""轻体瓶"等包装刷屏，清一色鲜绿色配图。 大字海报之外，各家都在详情页悄悄埋下"免责声明"。在奈雪的茶点单页面，"奈雪瘦瘦小绿瓶"的海 ...

Core Viewpoint - The rise of kale-based beverages marketed as "slimming" or "light" by major tea brands in China is misleading, as these drinks do not have proven weight loss effects and often contain high calories [1][10][12] Group 1: Product Marketing and Consumer Perception - Major tea brands like Heytea and Nayuki are promoting kale drinks with terms like "slimming" and "light," creating a perception that these products aid in weight loss [2][13] - Despite the marketing, disclaimers on product pages clarify that terms like "slimming" refer to the bottle design rather than any functional benefits [2][10] - The actual calorie content of these drinks can be high; for instance, a 500ml kale drink from Nayuki contains 183 calories, comparable to a bowl of rice [9][10] Group 2: Industry Trends and Competition - The popularity of kale drinks surged after the launch of the "Kale Slimming Bottle" by Heytea, which sold over 3.5 million cups in its first month [13] - The tea industry is experiencing a trend of product homogeneity, with many brands quickly replicating successful products, leading to a saturated market [13][14] - The low technical barriers and mature supply chains in the tea industry facilitate rapid imitation of popular products, resulting in a competitive landscape focused on health claims [14] Group 3: Regulatory and Ethical Considerations - Legal experts highlight that the use of terms like "slimming" may mislead consumers into believing these drinks have weight loss benefits, potentially violating advertising laws [10][11] - Previous instances of misleading advertising in the industry have led to penalties, indicating a need for brands to ensure truthful marketing practices [12]

盒马卖断货，为何说"Shot瓶"果汁大有可为？ 近日，以容量小、功效性强为特征的"Shot瓶"果汁，正凭借盒马新推出的"HPP姜黄生姜柠檬饮"进入大众视野，并在社媒上引发热议，其争议点主要集中 在口感和价格两方面。 从口感来看，这款饮品的配料表显示含生姜（≥38%）、柠檬（≥38%）、蜂蜜（21%）、姜黄（≥3%）。虽然盒马通过柠檬的清爽和蜂蜜的甜味中和了部 分姜味带来的刺激感，且消费者对姜味已有心理预期，但实际饮用体验仍超出想象，从舌尖到喉咙都能感受到明显的辛辣刺激，甚至会产生胃部灼热感。 继前年成功预测番茄爆红后，Foodaily再跳预言家！这次是"Shot瓶"果汁。 去年，在Foodaily年度十大新XIU品牌中，功能性果汁品牌Moju，凭借一个剂量瓶，一举拿下英国功能果汁市场62%的份额，成为英国最受欢迎、增长最 快的消费品牌之一。 当时我们就预测，随着国内HPP果汁赛道持续升温，类似Moju这样的小剂型功能性果汁有望成为市场后起之秀。 如今，这一预测在国内市场得到印证。近日，一款100毫升的"HPP姜黄生姜柠檬饮"在盒马迅速走红，已跃居冷藏饮品复购榜首位。 图片来源：盒马APP截图 这种"Shot瓶 ...

Core Insights - Kale has transitioned from being an unpopular vegetable in China to a trendy health food, driven by consumer demand for health-conscious products and effective marketing strategies by brands like Heytea [2][3][5] - The introduction of kale-based drinks by Heytea, particularly the "Super Plant Tea," has significantly increased kale consumption, with over 100,000 pounds consumed within a month of launch [5][6] - The rise of kale reflects a broader trend in the food industry towards health-oriented products, with various brands innovating around kale to meet consumer health concerns [8][10] Group 1: Market Dynamics - Heytea's marketing strategy effectively addressed the taste issues associated with kale by incorporating it into familiar beverage formats, thus enhancing consumer acceptance [3][5] - The health trend in China has been amplified by the association of kale with fitness and weight management, appealing to consumers' health anxieties [3][8] - The kale market has seen a significant increase in product offerings, with various brands launching kale-infused beverages and snacks, indicating a shift towards a more diverse product range [10][11] Group 2: Industry Innovations - The introduction of pre-packaged kale products, such as those using NFC technology, has expanded the market beyond fresh beverages, allowing for greater accessibility [6][10] - Innovations in kale cultivation and processing have improved its taste and marketability, with brands investing in quality control and new varieties to enhance consumer experience [13][15] - The success of kale in the beverage sector has led to its application in various food products, indicating a shift from immediate health benefits to regular dietary inclusion [11][26] Group 3: Global Comparisons - The rise of kale in China mirrors its earlier success in Western markets, where it became popular through culinary innovation and celebrity endorsements [15][19] - The commercial trajectory of kale in the U.S. involved a combination of taste improvement, marketing, and scientific validation, which is now being replicated in China [21][25] - The kale trend in China is part of a larger movement towards "superfoods," reflecting changing consumer preferences for health and wellness products [26][27]

Group 1 - The food industry is experiencing a significant shift towards health and transparency, with health becoming a core aspect of product innovation and "food as medicine" gaining traction as a consumer necessity [1][4][31] - The market for "food as medicine" has surpassed 370 billion yuan, with over 2,900 registered companies in this sector, indicating a growing trend in health-focused consumption [4][5][6] - The "superfood" market is projected to grow from 16.3 billion USD in 2025 to 32.8 billion USD by 2030, driven by increasing consumer demand for health benefits and nutritional density [9][10] Group 2 - The "Weight Management Year" initiative aims to address the rising obesity rates in China, with over 50% of adults and nearly 20% of children classified as overweight or obese [15][16] - The health management market in China reached 1.81 trillion yuan in 2023, with the weight management market expected to reach 326 billion yuan by 2025, highlighting a robust growth trajectory [15][16] - The demand for weight management products is diversifying, with a focus on functional foods that cater to various health needs, including appetite suppression and metabolism enhancement [17][18] Group 3 - New food safety standards have been introduced to address consumer concerns about "zero additives" and food labeling, emphasizing the need for transparency and quality in food products [20][21] - The rise of "clean label" certifications reflects consumer preferences for products with fewer artificial ingredients, with 85% of consumers considering ingredient lists when purchasing [28][29] - Brands are increasingly seeking authoritative certifications to enhance their market position, but the credibility of these certifications can vary significantly [29][30]

Core Insights - The article discusses the decline in popularity of avocados, once considered a "superfood," and explores the reasons behind this shift in consumer behavior [1] Group 1: Consumer Pain Points - Pain Point 1: High Prices - The cost of imported avocados remains high, making them less appealing compared to other fruits, leading consumers to reconsider their purchases [3] - Pain Point 2: Preparation Difficulty - The complexity of preparing avocados, including determining ripeness and dealing with the large pit, discourages consumers who prefer convenience [4] - Pain Point 3: Taste Controversy - Avocados have polarized opinions; while some enjoy their creamy texture, others find them bland, which affects their marketability [5] - Pain Point 4: Rise of Alternatives - New health-focused food options are emerging, offering convenience and better taste, which diminishes avocados' competitive edge [7] Group 2: Market Dynamics - The avocado market is experiencing a shift as consumer preferences become more rational and focused on practicality, indicating a need for the industry to adapt [9] - Future strategies may include optimizing supply chains, reducing costs, and introducing pre-processed avocado products to address consumer pain points [9] - The avocado's journey reflects broader trends in the food industry, emphasizing the importance of meeting consumer desires for ease and satisfaction [9]

Core Insights - The article discusses the rise of beetroot as a trendy food item among urban middle-class consumers, transforming from an obscure vegetable to a symbol of health and privilege [2][4][60] - It highlights the paradox of beetroot being perceived as a "superfood" despite its unappealing taste, which is often associated with self-discipline and a healthy lifestyle [42][118] Group 1: Market Trends - Beetroot has become a social currency in urban settings, with its inclusion in health-conscious diets signifying status [2][4] - The global beetroot market is projected to grow from $16.54 billion in 2025 to $21.28 billion by 2029, indicating increasing consumer interest [66] - E-commerce platforms report significant sales of beetroot products, with a 200g pack of beetroot powder selling over 10,000 units monthly [65] Group 2: Consumer Behavior - The article notes that consumers are willing to endure the unpleasant taste of beetroot for the perceived health benefits and social status it confers [42][118] - The trend reflects a broader cultural phenomenon where food choices are tied to identity and lifestyle aspirations, particularly among the middle class [117][118] - The marketing of beetroot as a "superfood" has led to its transformation into a luxury item, akin to "the Hermes of vegetables" when labeled as organic or imported [61][60] Group 3: Product Development - Various food and beverage brands are incorporating beetroot into their offerings, with examples including beetroot lattes and energy bowls [72][70] - The trend of "superfoods" has led to a proliferation of products featuring ingredients like kale, chia seeds, and turmeric, all marketed for their health benefits [78][69] - The article suggests that the appeal of these foods lies not only in their nutritional value but also in their exotic origins and the lifestyle they represent [85][118]

Core Viewpoint - The food and beverage industry is increasingly adopting the term "super" to enhance product appeal, moving beyond traditional taste and health narratives to attract consumers [4][9]. Group 1: Trends in Food and Beverage Industry - The term "super" is prevalent in the industry, with products being marketed as "superfoods" and "super ingredients" to stand out in a crowded market [4][9]. - There is a growing trend of blending human food and pet food, with both industries focusing on health and simplicity [12]. - Technological advancements in food production are leading to a "restorative" approach, where natural flavors are enhanced through innovative methods [15][20]. Group 2: Consumer Preferences and Innovations - The rise of "plant-based" beverages and foods is evident, with companies exploring various plant resources for new product development [41][45]. - The beverage industry is shifting towards consumer sovereignty, where brands must adapt to consumer demands rather than dictate what consumers should buy [51][52]. - There is a notable increase in the variety of sweeteners and flavorings available, allowing for more personalized beverage options [18][19]. Group 3: Health and Wellness Focus - The industry is emphasizing health by reducing sugar and salt content, with companies developing complex solutions for flavor enhancement [66][67]. - The concept of "natural health" is being integrated into everyday products, with brands promoting drinks that replace traditional water with health-focused alternatives [79][80]. - The market is witnessing a dichotomy where health-oriented products coexist with indulgent options, reflecting diverse consumer preferences [73][76].

Core Insights - The food and beverage industry is increasingly focusing on "super" products, moving beyond traditional taste evaluations to emphasize health and functionality [3][5][46] - The trend of "super" extends across demographics, with products tailored for adults, children, and specific gender needs [5][6] - Innovations in food technology are leading to a more diverse and refined product offering, including natural sweeteners and plant-based alternatives [9][13][39] Industry Trends - The concept of "superfoods" is prevalent, with various ingredients being marketed as health-enhancing, such as "medicinal foods" and unique plant extracts [3][46] - The integration of food and pet industries is notable, with similar health trends appearing in both sectors [6][7] - The rise of "XX waters" and plant-based beverages indicates a shift towards healthier hydration options, with numerous new products emerging [27][29] Technological Advancements - Advances in food technology are focusing on "restoration" of natural flavors, with the use of yeast extracts and other natural ingredients to enhance taste without added sugars [9][13] - The development of new sweeteners, such as "tagatose," offers lower-calorie options while maintaining sweetness, reflecting a trend towards healthier alternatives [13][39] - Companies are increasingly utilizing a formulaic approach to create new beverage products, combining various plant and herbal ingredients to appeal to health-conscious consumers [30][32] Consumer Behavior - The shift towards health-oriented products is evident, with consumers increasingly seeking functional benefits from their food and beverages rather than just taste [46] - The food industry is adapting to consumer preferences, moving from a production-driven model to a consumer-driven one, where brands must respond to specific health needs [29][39] - Despite the health trends, indulgent products like high-calorie snacks and desserts continue to thrive, indicating a complex consumer landscape [44][45]

Core Viewpoint - The article discusses the transformation of kale from a decorative plant to a "superfood" in the tea beverage industry, driven by marketing strategies and consumer health trends [3][4][5]. Group 1: Market Dynamics - In 2025, kale's price surged from 0.8 yuan per pound in 2024 to 3.5 yuan per pound, marking an increase of over 300% [3]. - The domestic market share of kale shifted from 5% to 55% as farmers pivoted from export to domestic sales due to increased demand from tea brands [4]. - The tea beverage industry has seen a trend of utilizing niche ingredients to create popular products, with kale being the latest example [26]. Group 2: Marketing Strategies - Tea brands have adopted a marketing approach that combines novelty, taste, and health benefits to elevate kale's status [15][24]. - The launch of "Champion Slimming Bottle" by Heytea in July 2024 marked the first major product featuring kale, coinciding with the Paris Olympics to enhance its appeal [16][21]. - The health narrative surrounding kale has been emphasized, with claims of its benefits such as weight loss and detoxification, appealing to health-conscious consumers [24]. Group 3: Historical Context - Kale has a long history, dating back to 600 BC, but its popularity in the U.S. surged only in the last decade, particularly after being featured in Beyoncé's music video in 2014 [6][7]. - Prior to its rise, kale was primarily used as animal feed or for decoration in restaurants, with its culinary use being limited [10][11]. Group 4: Competitive Landscape - The tea beverage market is characterized by high competition and product homogeneity, leading brands to continuously seek out unique ingredients to differentiate themselves [34]. - Following the success of kale, other tea brands quickly introduced their own kale-based products, indicating a trend of imitation within the industry [33]. Group 5: Financial Performance - In 2024, major tea brands reported varying revenue growth, with marketing expenses consistently increasing across the board, highlighting the importance of maintaining consumer interest [35].