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].

Core Viewpoint - The article discusses the rise of "superfoods" in the market, highlighting their marketing appeal and the trend of food brands incorporating these ingredients into their products to attract consumers [5][19][33]. Group 1: Definition and Popularity of Superfoods - "Superfood" is a vague term originating from the West, referring to foods rich in certain nutrients, but lacks a strict scientific definition [13][15]. - The popularity of superfoods has surged recently, with various brands launching products featuring ingredients like kale, beetroot, and turmeric, which are marketed for their health benefits [6][7][10]. - A significant factor in the rise of superfoods is a 2022 article from Harvard Health that listed ten superfoods, which gained traction on social media and contributed to the perception of these foods as health-enhancing [20][23]. Group 2: Market Trends and Brand Strategies - In the past year, many food and beverage brands have introduced new products centered around superfoods, with notable examples including Heytea's kale-based drink and various offerings from other tea brands [6][7][10]. - The trend has expanded beyond beverages to include snacks and meal replacements, with brands like White Elephant and Wang Baobao launching products that emphasize the health benefits of superfoods [10][26]. - Social media data indicates that the most common associations with superfoods have shifted from weight loss to nutrition, reflecting a broader acceptance of these ingredients in everyday diets [29]. Group 3: Historical Context and Marketing Dynamics - The article traces the historical context of superfoods, noting that many have undergone similar marketing transformations in the past, such as bananas and avocados, which were once considered difficult to sell but became popular through strategic marketing [35][37]. - The marketing of superfoods often emphasizes their health benefits while downplaying their historical challenges in gaining consumer acceptance, suggesting that the appeal of superfoods is as much about marketing as it is about nutrition [33][40].

Core Insights - The article discusses the rising popularity of a new vegetable, Banlangen (Isatis indigotica), which has become a trendy choice among middle-class consumers in China, priced at 13.8 yuan for 300g, equivalent to 23 yuan per jin [1][5]. Group 1: Product Overview - Banlangen is a hybrid vegetable developed over 17 years by Huazhong Agricultural University, combining Isatis indigotica and cabbage, initially aimed at improving disease resistance but also offering health benefits [4]. - The vegetable has been marketed as a health food, despite being primarily a vegetable, and has gained a reputation for its antiviral properties and sweet taste [4][5]. Group 2: Market Trends - The trend of middle-class consumers gravitating towards unique vegetables is evident, with Banlangen becoming the latest "top vegetable" after the previously popular kale, which saw a price increase from 0.8 yuan per jin to 20-30 yuan per jin due to its health associations [5][7]. - The article highlights the shift in consumer behavior, where vegetables are now being marketed not just for freshness but also for their health benefits, targeting urban consumers' needs [10][21]. Group 3: Health and Wellness Focus - The rise of "superfoods" like Banlangen and kale reflects a broader trend where consumers are increasingly concerned about health, nutrition, and the origins of their food, often willing to pay a premium for perceived health benefits [14][21]. - The article notes that the marketing of these vegetables plays into urban consumers' anxieties about time, environmental threats, and health, leading to a willingness to invest in higher-priced, nutrient-dense foods [18][21]. Group 4: Consumer Behavior - The article suggests that the fascination with unique vegetables is part of a larger narrative where consumers seek to enhance their health and lifestyle through food choices, often influenced by social media and marketing strategies [10][14]. - It emphasizes the importance of understanding personal health standards and making informed dietary choices rather than blindly following trends [21].