以下文章来源于凤凰WEEKLY ，作者夏颂 凤凰WEEKLY . 有温度、有情感、有趣味 中产第一智商税。 文 ｜ 夏颂 编辑 ｜ 章鱼 来源｜ 凤凰网WEEKLY（ID：phoenixweekly） 封面来源 ｜ pixabay 最近，中产界来了个新顶流： 姜黄。 一个和羽衣甘蓝、巴西莓粉一样，写作超级食物，译作健康的东西——没有人能说清楚姜黄是如何成为超市顶流的，人们只知道： 盒马的 姜黄生姜柠檬饮、山姆的姜黄柠 檬汁总是断货； 七鲜、小象超市也迅速跟上，纷纷推出了自己的姜黄饮品。 中产唯一挚爱燕麦奶 品牌 OATLY 也推出 了自己的新品——姜黄燕麦奶。 今年双十一，只要打开一个有些体量的直播间就能见到"姜黄饮"的 身影， 在小红书上搜索"姜黄饮"，相关话题度高达304w＋。 双十一开售以来，一口姜黄饮的销量环比9月增长了14倍。 在我还在思索"到底在哪里看过姜黄"的时候，这个长得很像咖喱伴侣的小东西就摇身变成时尚超模，一窝蜂挤进了中产超市 。 站在中产超市的货架前，放眼望去： 到处都是超级食物的影子。 被抢断货的"超级饮料" 又贵又难喝？ 第一，中产的味觉，素来不值得信任。 第二，除了姜撞奶，我没吃到 ...

七鲜、小象超市也迅速跟上，纷纷推出了自己的姜黄饮品。 中产唯一挚爱燕麦奶品牌OATLY也推出了自己的新品——姜黄燕麦奶。 今年双十一，只要打开一个有些体量的直播间就能见到"姜黄饮"的身影，在小红书上搜索"姜黄饮"，相关话题度高达304w＋。 最近，中产界来了个新顶流： 姜黄。 一个和羽衣甘蓝、巴西莓粉一样，写作超级食物，译作健康的东西——没有人能说清楚姜黄是如何成为超市顶流的，人们只知道： 盒马的姜黄生姜柠檬饮、山姆的姜黄柠檬汁总是断货； 01 双十一开售以来，一口姜黄饮的销量环比9月增长了14倍。 在我还在思索"到底在哪里看过姜黄"的时候，这个长得很像咖喱伴侣的小东西就摇身变成时尚超模，一窝蜂挤进了中产超市。 站在中产超市的货架前，放眼望去： 被抢断货的「超级饮料」 到处都是超级食物的影子。 又贵又难喝？ 众所周知，当风已经吹进中产超市的时候，消费市场上姜黄饮早已蔚然成风了。 但根据我作为老吃家的直觉，姜黄实在没有成为好喝饮品的潜质，原因有二： 第一，中产的味觉，素来不值得信任。 第二，除了姜撞奶，我没吃到过什么好吃的"姜家"产品。 当然，理性思考是一回事，好奇心是另一回事。 我看着盒马App上100ml售 ...

Core Viewpoint - The article discusses the rising trend of health culture and the associated pressures that come with it, highlighting the phenomenon of "health fatigue" among consumers who feel overwhelmed by societal expectations regarding health and wellness [5][6][70]. Group 1: Health Culture Trends - The pursuit of health has become a popular lifestyle trend, with individuals showcasing their health metrics similarly to how they would display financial success [5][6]. - A significant portion of consumers, 45%, are experiencing "health fatigue," while 61% feel societal pressure to adhere to specific health standards [5][6]. - The concept of "Healthism" is emerging as a new source of stress, where health metrics are increasingly quantified and compared [6][70]. Group 2: Popular Health Products - The "Harvard Vegetable Soup" has gained popularity among urban professionals seeking quick, healthy meal options, with a typical serving priced between 9.39 and 9.5 yuan [12][14]. - The soup is marketed for its numerous health benefits, including anti-inflammatory properties and immune system support, making it appealing to health-conscious consumers [17][19]. - The rise of "superfoods" has been notable, with products like turmeric powder becoming mainstream due to their perceived health benefits [29][30]. Group 3: Changing Consumer Behavior - Consumers are increasingly modifying traditional health products to enhance taste, as seen with the Harvard Vegetable Soup being transformed into more palatable dishes [15]. - The trend of "anti-inflammatory diets" is gaining traction, with natural foods being promoted as a means to combat chronic inflammation and related health issues [21][23]. - The popularity of health tracking devices has led to a culture of constant monitoring, which can contribute to increased stress and anxiety about health [71][74]. Group 4: Societal Implications - The article suggests that the obsession with health metrics can lead to a negative cycle of stress and dissatisfaction, as individuals feel pressured to meet unrealistic health standards [70][74]. - There is a growing recognition that true health encompasses mental well-being, and the relentless pursuit of physical health can detract from overall quality of life [76][78]. - The shift towards a more balanced approach to health, where individuals prioritize personal well-being over societal expectations, is becoming increasingly important [78].

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 provide direct weight loss benefits despite their marketing claims [1][3][14]. Group 1: Marketing Strategies - Major tea brands like Heytea and Nayuki are promoting kale drinks with terms like "slimming" and "light," creating a perception of health benefits [3][17]. - Disclaimers are often hidden in product details, clarifying that terms like "slimming" refer to the bottle design rather than the drink's effects [3][10]. - The use of terms such as "superfood" and "dietary fiber" is prevalent, but these claims are often not substantiated by scientific evidence [1][7][14]. Group 2: Nutritional Content - Despite being marketed as healthy, drinks like Nayuki's "Slimming Green Bottle" contain significant calories, with a 500ml serving having 183 calories, comparable to a bowl of rice [10][13]. - Many kale drinks are mixed with fruits and other ingredients to improve taste, which can increase sugar and calorie content [11][13]. - Experts indicate that kale itself does not directly contribute to weight loss, and the processing of kale into juice can lead to a loss of dietary fiber and minerals [13][18]. Group 3: Legal and Ethical Concerns - The use of suggestive language in marketing may mislead consumers into believing these drinks have weight loss properties, potentially violating advertising laws [14][15]. - Previous instances of misleading advertising have led to penalties for brands, highlighting the risks associated with such marketing practices [15]. - Legal experts emphasize the importance of transparency in labeling ingredients and nutritional information to protect consumer rights [14][18]. Group 4: Industry Trends - The popularity of kale drinks surged after successful product launches by brands like Heytea, prompting a wave of imitation across the industry [17][18]. - The low barriers to entry in the tea beverage market have led to a homogenization of products, with many brands offering similar kale-based drinks [17][18]. - The focus on health-related marketing strategies reflects a broader trend of brands leveraging consumer health anxieties for competitive advantage [18].

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]

Core Insights - Foodaily predicts the rise of "Shot bottle" juices in the market, following the success of functional juice brand Moju in the UK, which captured 62% of the market share [1][2] - The recent popularity of a 100ml "HPP Ginger Turmeric Lemon Drink" at Hema indicates a growing consumer interest in small, functional juice products in China [2][8] Market Trends - The "Shot bottle" juice trend aligns with the increasing demand for health-oriented products among young consumers, who seek convenient and accessible wellness options [9][12] - The product's unique formulation, including ginger and turmeric, caters to the rising trend of "food therapy" in China, appealing to health-conscious consumers [9][21] Consumer Behavior - Despite a higher price point of 8.9 yuan per 100ml compared to similar products, the "HPP Ginger Turmeric Lemon Drink" has sold out frequently, indicating strong consumer interest and willingness to pay for perceived health benefits [8][16] - Social media buzz around the product highlights its appeal, with consumers sharing experiences that emphasize its invigorating effects [13][22] Competitive Landscape - The "Shot bottle" juice segment faces challenges, including high customer acquisition costs and regulatory hurdles related to health claims in China [16][18] - Emerging brands are innovating by combining "superfoods" with the "Shot bottle" format, targeting specific consumer needs and preferences [19][21] Strategic Opportunities - The workplace is identified as a key market for "Shot bottle" juices, as professionals seek quick energy boosts and health benefits to cope with demanding work environments [22][29] - Brands that effectively communicate the functional benefits of their products in relatable contexts are more likely to resonate with consumers [18][31]

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]