Industry Trends 本周看点： 食品饮料行业 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 01 行业趋势 这饮料突然爆火，山姆、盒马频频断货； 大雪・"脆皮"年轻人，带火养生经济； 官媒再度"点题促消费"，食品饮料预计渐进式回暖。 行业环境： 1. "又贵又难喝"？这饮料突然爆火，山姆、盒马频频断货… 2025/12.8-12.14 第 51 周 关键词：药食同源,抗炎养生,姜黄饮,年轻人,消费趋势 概要：近年来，姜黄饮凭借"抗炎养生"概念成为年轻人的新宠，多个品牌推出高价产品，如 So Acai、盒马等，尽管销量火爆，但味道常被吐槽难喝。商家宣传姜黄为"药食同源"的"植 物黄金"，吸引消费者。专家指出，姜黄素虽具抗炎潜力，但市售饮料剂量不足且含糖量高， 可能引发健康问题。其走红源于年轻人求新心理，但口感与功效平衡仍是关键。消费者需理性 看待，避免过度依赖此类饮料。 原文链接：http://finance.sina.com.cn/wm/2025-12-07/doc-infzysvy4392304.shtml 2. 大雪・"脆皮"年轻人，带火养生经济 关键词：养生热潮,药食同 ...

大雪时节，寒意渐浓，正是"冬藏"调养的好时机。保温杯里泡枸杞、练习八段锦……这些曾经 被视为中老年人专属的养生行为，如今已成为许多年轻人的日常生活习惯，一股养生热潮悄然 兴起。随着"健康中国2030"战略深入推进，养生经济持续升温。《中国美好生活大调查》显 示，2025年，"保健养生"已列入国人消费意愿榜第二位。 为什么越来越多年轻人爱上养生？"药食同源"市场因何爆火？传统养生，如何玩出"新花样"？ 本期《财经二十四节气》带你看。 "脆皮"年轻人，掀起养生潮 在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据 解读报告》显示，今年双十一期间，天猫、京东、抖音、快手等综合电商平台营养保健总销售 额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比翻倍，近100个营养保健细 分品类成交额同比增长超100%。 甘 四 节 气 织 经 纬 ， 山 河 万 象 话 财 经 怨 1 2 21 ■ 07 TATT 养生的风潮愈刮愈烈，年轻群体成为其中重要的推动力量。在快节奏的工作和生活压力下，许 多疾病呈现发病年轻化的趋势，让越来越多年轻人开始重视身体健康。麦肯锡数据显示 ...

为什么越来越多年轻人爱上养生？"药食同源"市场因何爆火？传统养生，如何玩出"新花样"？本期《财经二十四节气》带你 看。 大雪时节，寒意渐浓，正是"冬藏"调养的好时机。保温杯里泡枸杞、练习八段锦……这些曾经被视为中老年人专属的养生行 为，如今已成为许多年轻人的日常生活习惯，一股养生热潮悄然兴起。随着"健康中国2030"战略深入推进，养生经济持续升 温。《中国美好生活大调查》显示，2025年，"保健养生"已列入国人消费意愿榜第二位。 01 "脆皮"年轻人，掀起养生潮 在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据解读报告》显示，今年双十一期 间，天猫、京东、抖音、快手等综合电商平台营养保健总销售额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比 翻倍，近100个营养保健细分品类成交额同比增长超100%。 养生的风潮愈刮愈烈，年轻群体成为其中重要的推动力量。在快节奏的工作和生活压力下，许多疾病呈现发病年轻化的趋势， 让越来越多年轻人开始重视身体健康。麦肯锡数据显示，我国约42%的千禧一代表示注重健康管理。据《2025年Z世代健康消费 趋势报告》，47%的年轻 ...

在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据解读报告》显示，今年双十一期 间，天猫、京东、抖音、快手等综合电商平台营养保健总销售额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比 翻倍，近100个营养保健细分品类成交额同比增长超100%。 养生的风潮愈刮愈烈，年轻群体成为其中重要的推动力量。在快节奏的工作和生活压力下，许多疾病呈现发病年轻化的趋势， 让越来越多年轻人开始重视身体健康。麦肯锡数据显示，我国约42%的千禧一代表示注重健康管理。据《2025年Z世代健康消费 趋势报告》，47%的年轻人"经常购买"健康产品/服务，形成稳定的消费习惯，有近六成Z世代每年花1000元～5000元在健康上。 在年轻群体中，健康消费不再是尝鲜，而是"习惯性支出"。 02 "中式养生"走红，"药食同源"市场火热 伴随着年轻人"养生血脉"的觉醒，"一边作死，一边自救"的"朋克养生法"正悄然走红。消费者不再满足于普通的食品饮料，而是 更青睐既能满足即时口感，又具备健康调理功能的轻养生产品，传统中医药文化的"药食同源"理念正催生一股消费新潮流。 大雪时节，寒意渐浓，正是"冬藏 ...

（原标题：大雪?"脆皮"年轻人，带火养生经济？｜财经二十四节气） 大雪时节，寒意渐浓，正是"冬藏"调养的好时机。保温杯里泡枸杞、练习八段锦……这些曾经被视为中老年人专属的养生行为，如今已成为许多 年轻人的日常生活习惯，一股养生热潮悄然兴起。随着"健康中国2030"战略深入推进，养生经济持续升温。《中国美好生活大调查》显示，2025 年，"保健养生"已列入国人消费意愿榜第二位。 为什么越来越多年轻人爱上养生？"药食同源"市场因何爆火？传统养生，如何玩出"新花样"？本期《财经二十四节气》带你看。 从社交平台的花式分享到消费市场的真金白银，养生经济的热潮正不断升温。传统养生智慧与现代生活场景的碰撞融合，正推动养生茶饮、营养 保健品、智能健康设备、中医理疗服务等细分赛道快速增长，折射出国民健康意识的觉醒和对美好生活的追求。 01 "脆皮"年轻人，掀起养生潮 在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据解读报告》显示，今年双十一期间，天猫、京东、 抖音、快手等综合电商平台营养保健总销售额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比翻倍，近100个营养保健细 ...

Core Insights - The article discusses the evolving health and wellness trends among the younger generation, particularly during the winter season, emphasizing a shift towards proactive and personalized approaches to health management [1][6]. Group 1: Market Trends - A health market event in Hangzhou, organized by Zhejiang Provincial Hospital of Traditional Chinese Medicine, attracted many young attendees, showcasing a modern and interactive approach to traditional health practices [2]. - The popularity of various traditional Chinese medicine (TCM) treatments, such as fire cupping and ear acupressure, indicates a growing interest among young people in experiential health practices [2][5]. - The introduction of innovative health products, including upgraded versions of traditional remedies like the 2.0 version of plum soup and herbal tea, reflects the changing consumer preferences towards convenience and aesthetics in health products [5]. Group 2: Consumer Behavior - Young consumers are increasingly engaging with health and wellness as a social activity, sharing their experiences on social media, which transforms traditional health practices into trendy social events [2][5]. - The trend of "health investment" is emerging, where younger individuals view health management not just as a remedy for illness but as a means to enhance their quality of life [6]. Group 3: Industry Response - In response to the demand from younger consumers, Zhejiang Provincial Hospital plans to launch targeted winter health prescriptions and products that address common health issues faced by this demographic [5]. - The rise of the "health economy" is evident as brands are integrating TCM elements into various products, including coffee and beauty items, to connect emotionally with younger consumers [5].

Core Insights - The article highlights the evolution of China's health industry policies, transitioning from basic medical security to a focus on comprehensive health management throughout the life cycle, emphasizing preventive care and integrated health services [1][2]. Policy Development - Recent national policies have prioritized innovation in health products and service models, such as the "China Food and Nutrition Development Outline (2025-2030)", which promotes nutrition-oriented agriculture and encourages the development of functional foods and specialized medical formula foods [2]. - Local governments are also supporting the biopharmaceutical industry with financial incentives for innovative drug and medical device development, including subsidies up to 5 million yuan based on actual investment [2]. Regulatory and Compliance Risks - The rise of the "health economy" has led to stricter regulatory and compliance requirements, with a comprehensive management framework established for food, health products, and drug-food homologous products, focusing on production access, labeling, advertising, and market supervision [3][4]. - Companies face compliance risks related to overstated functional claims, improper use of raw materials, and misleading advertising, particularly in the context of "drug-food homologous" products infiltrating various consumer markets [4]. Market Impact - Stricter regulations are affecting market entry barriers and operational models, with a trend towards standardized market supervision making the compliance environment more transparent yet rigid [5]. - Companies are increasingly building cross-departmental compliance management systems to ensure compliance throughout the product lifecycle, aided by digital tools for real-time policy tracking [5][6]. Future Directions - To navigate the complex regulatory landscape, companies need to establish dynamic compliance management systems and policy response mechanisms, including dedicated compliance roles and regular employee training [6]. - The development of regulatory technology (RegTech) is expected to help companies balance innovation and compliance more effectively in the future [6].

Group 1 - The "health economy" is effectively capturing the "Z generation" through product innovation and social media marketing, with traditional Chinese medicine brands attracting young consumers by offering health-focused products like herbal teas and scented candles [2] - Functional beverages and tea drinks are rapidly replacing traditional bottled water, with significant growth expected in these categories driven by health and personalization demands, while the bottled water market faces stagnation due to oversaturation and price wars [3] - The prepared food industry is undergoing a deep adjustment, with major players like Weizhi and Qianwei experiencing revenue declines due to rising raw material costs and intensified competition, despite the overall market size continuing to expand [4] Group 2 - The tea beverage market is showing signs of differentiation, with Nongfu Spring experiencing a 15.6% revenue increase, while Kangshifu's tea beverage revenue declined by 6.3%, attributed to decreased demand for sugary teas and channel contraction [5] - Japan's mature functional food market offers insights for developing senior food products in China, where the aging population presents a significant market opportunity, necessitating diverse and functional food offerings [7] - Energy drinks are shifting from being favored by laborers to becoming popular among younger consumers, with the market size reaching 111.4 billion yuan, driven by health-conscious formulations and appealing packaging [8] Group 3 - The ready-to-drink tea market is projected to grow at a compound annual growth rate of 5.6% by 2034, with emotional satisfaction and taste optimization being key purchasing drivers [9] - The no-sugar tea market is transitioning from explosive growth to intense competition, with brands focusing on taste innovation to maintain market share as health consciousness rises [11] - Major food and beverage companies are actively investing in product innovation and strategic acquisitions to navigate economic uncertainties, with Coca-Cola and Nestlé reporting significant revenue growth [12] Group 4 - Yonghui Supermarket has launched a new bakery product, "Camellia Flower Toast," emphasizing health and quality, contributing to a noticeable increase in sales [13] - Mengniu's milk powder segment has achieved growth through scientific innovation and targeted marketing, with a reported revenue increase of 2.5% [14] - Wangzai Milk has introduced regionally themed packaging to resonate with local cultures, enhancing brand engagement and driving sales [15] Group 5 - Haidilao has opened a dessert shop to attract customers during off-peak hours, responding to declining revenue and foot traffic [16] - Yuanqi Forest has rapidly grown its market share in the no-sugar sparkling water segment, achieving sales of 11.7 billion yuan, but faces challenges related to product dependency and competition [18] - Yili's new health-focused drink, "Stone Flower and Western Ginseng Water," targets the growing market for traditional health beverages, with a projected market size of 3 billion yuan by 2024 [19] Group 6 - Ziguangyuan has opened a new yogurt station that combines baked goods and snacks, aiming to diversify its product offerings and attract a broader customer base [20] - Yuanqi Forest's "Good Free" series has entered the international market, showcasing a successful blend of traditional health culture and modern consumer demands [21] - The restaurant brand Blue Frog has launched a bakery section to counteract slowing growth, indicating a strategic pivot to enhance customer engagement [23]

Group 1 - The core idea is that traditional Chinese medicine brands are transforming their offerings to appeal to younger consumers, focusing on a "light health" lifestyle rather than just selling beverages [1][2] - Several century-old brands, such as Tongrentang and Pianzaihuang, are innovating in products, scenarios, and business models to create shareable experiences that resonate with the Gen Z demographic [1][2] - The new store layout of Tongrentang emphasizes tea drinks and wellness products, attracting significant foot traffic even on weekdays, indicating a successful engagement with younger consumers [1] Group 2 - Pianzaihuang is revitalizing its brand image to connect with younger audiences through interactive marketing on platforms like Douyin and Xiaohongshu, utilizing engaging content to educate consumers about the brand [2] - The brand's Douyin challenge in 2025 achieved a remarkable 180 million views, showcasing the effectiveness of modern marketing strategies in reaching younger demographics [2] - Traditional brands are expanding their consumer engagement by developing creative products and collaborating across industries, such as launching health-focused coffee and unique medicinal dishes [2][3]

Core Insights - The rising global temperatures have led to an increased interest in health and wellness among young people in China, particularly during the "Sanfu" period, which has become a significant seasonal event [1][2]. Group 1: Health Trends - Young people are increasingly engaging in health practices, believing that the high temperatures provide an optimal time for body conditioning and combating sub-health conditions [2][3]. - The concept of "winter diseases treated in summer" is gaining traction, with many seeking traditional Chinese medicine treatments like "Sanfu" patches to address chronic ailments that Western medicine struggles to cure [3][11]. Group 2: Consumer Behavior - There is a notable shift in consumer spending patterns, with health-related expenditures rising significantly during the summer months, even surpassing traditional festive spending [11][14]. - The number of traditional Chinese medicine clinics and wellness centers has surged, with a reported increase of 12,000 clinics in 2023, and a 53% growth in health and wellness institutions in various regions [13][14]. Group 3: DIY Health Products - Young consumers are increasingly opting for DIY health solutions, such as home-prepared "Sanfu" patches and herbal remedies, driven by cost-effectiveness and convenience [17][18]. - The market for health-related consumer goods is expanding, with predictions indicating that the domestic nutrition market could reach 320 billion yuan by 2025, with a significant portion of spending coming from the 18-35 age group [15][19]. Group 4: Psychological Factors - The act of purchasing health products is seen as a form of self-care and control over one's health, providing a sense of reassurance and psychological comfort to consumers [28][32]. - The growing health consciousness among young people is not just about physical well-being but also reflects a deeper psychological need for stability and control in their lives [29][30].