Core Insights - The article discusses the decline in popularity of the beverage "Nutritional Express," which was once a childhood favorite and peaked in sales in 2013 at over 20 billion yuan, but has since plummeted to less than 2 billion yuan by 2024, a decline of over 90% [3][7][9]. Group 1: Market Performance - Nutritional Express reached its peak sales of over 20 billion yuan in 2013, but by 2024, sales had dropped to less than 2 billion yuan, indicating a significant decline in market performance [3][7]. - The market share of the dairy beverage category, which includes Nutritional Express, saw a notable decline of 12.94% year-on-year in the second quarter of 2025 [7][8]. - The overall trend in the dairy beverage sector is a downward trajectory, with the nostalgic consumption wave of 2024 failing to sustain long-term growth [7][9]. Group 2: Consumer Trends - There has been a shift in consumer preferences towards healthier options, with a growing demand for low-sugar, high-protein, and natural beverages, which has negatively impacted the sales of Nutritional Express [17][20]. - The perception of Nutritional Express as a nutritious option has diminished, as consumers now prioritize clean ingredient labels and are less inclined to trust products with high sugar content [13][20]. - Social media discussions reveal that many consumers who once enjoyed Nutritional Express now find it overly sweet and unhealthy, leading to a decline in its nostalgic appeal [18][20]. Group 3: Marketing and Branding - Nutritional Express has attempted to revitalize its brand through various marketing strategies, including new product launches and collaborations with popular media, but these efforts have not resulted in sustained sales growth [5][7]. - The brand's identity as a "nutritious" beverage has become a liability, as modern consumers are more discerning and critical of such claims, leading to a disconnect between the product's branding and consumer expectations [13][20]. - The historical context of Nutritional Express's success was rooted in a time when dairy alternatives were scarce, but as fresh milk availability has increased, the demand for such beverages has decreased [14][17].