Core Insights - The emergence of kale as a popular ingredient in the beverage industry marks a significant shift in consumer preferences, transforming a previously underappreciated vegetable into a trendy drink option [1][3][12] - The success of kale-based drinks, particularly through the "Super Plant Tea" series by Heytea, demonstrates the effectiveness of innovative product development in driving market trends and consumer engagement [5][13][24] Market Trends - The introduction of kale into tea beverages began in July 2024, with Heytea's "Champion Slimming Bottle" leading the charge, which quickly gained popularity and resulted in over 100 million cups sold within a year [3][12] - The trend has prompted other major tea brands, such as Nayuki and Suge Fresh Tea, to launch their own kale-infused products, indicating a widespread industry response to this new consumer demand [14][19] Consumer Behavior - The shift in consumer perception of kale from a health food to a desirable beverage reflects a growing trend among younger consumers who seek both enjoyment and health benefits in their drink choices [8][22] - The rapid sales growth of kale drinks, with Heytea's initial launch selling over 1.6 million cups in just ten days, highlights the strong market appetite for innovative health-oriented products [5][22] Supply Chain and Production - The rising demand for kale has led to significant changes in its cultivation practices in China, with an increase in domestic production to meet the needs of beverage manufacturers [24][26] - Heytea's commitment to quality has resulted in partnerships with high-standard farming bases to ensure the production of pesticide-free kale, reflecting a trend towards more sustainable and health-conscious sourcing practices [26][28] Industry Impact - The kale trend has not only revitalized the beverage sector but has also influenced retail and food industries, with various brands incorporating kale into their product lines, thus creating a "kale universe" [16][20] - The overall growth of the "Super Plant" category suggests a potential long-term shift in consumer preferences towards health-focused ingredients, positioning kale as a pioneer for future innovations in the beverage industry [28]

Core Viewpoint - The rise of kale as a mainstream ingredient in the beverage industry represents a significant shift in consumer preferences towards health-oriented products, driven by innovative marketing and product development strategies [4][10][14]. Group 1: Market Introduction and Initial Success - Kale, previously an underutilized vegetable in China, was introduced into the beverage market by Heytea in July 2024, leading to the creation of the "Super Plant Tea" series [4][5]. - Within a year, Heytea's kale-based drinks achieved cumulative sales exceeding 100 million cups, indicating a strong market acceptance and consumer interest [4][10]. Group 2: Consumer Behavior and Marketing Strategy - The success of kale beverages is attributed to a shift in consumer perception, transforming kale from a health obligation to a desirable drink choice through innovative flavor combinations [7][10]. - The marketing strategy effectively linked kale with fitness and health trends, appealing to younger consumers' desire for both enjoyment and health benefits [10][14]. Group 3: Industry Response and Expansion - Following Heytea's lead, other major tea brands quickly introduced kale products, indicating a rapid industry-wide adoption of this trend [17][19]. - By late 2024, kale had become a staple ingredient across various beverage brands, with significant product launches from competitors like Nayuki and Luckin Coffee [17][19]. Group 4: Supply Chain and Agricultural Impact - The popularity of kale has led to a significant increase in its cultivation in China, with prices rising from less than 1 yuan per jin to around 5 yuan per jin due to heightened demand [30][32]. - Companies like Heytea are now engaging in customized planting practices to ensure high-quality kale supply, reflecting a deeper integration into the agricultural supply chain [30][34]. Group 5: Future Trends and Opportunities - The "Super Plant" trend is expected to continue, with kale serving as a gateway for other health-oriented ingredients to enter the mainstream beverage market [28][34]. - The beverage industry's focus on fresh ingredients and quality control is likely to drive further innovation and consumer interest in health-focused products [28][34].

Core Viewpoint - The trend of incorporating "super plants" into beverage menus is gaining momentum among various tea and coffee brands, driven by consumer demand for healthier options and the nutritional benefits of these ingredients [2][11][14]. Industry Trends - The term "super plants" is derived from the Western concept of "superfoods," referring to nutrient-dense plants rich in vitamins [2]. - A report indicates that super plants are expected to be a significant trend in new tea beverages for 2024, with brands like Heytea and Nayuki introducing products featuring ingredients like kale, beetroot, and kiwi [2][10]. - The popularity of super plants is reflected in the increasing search index, which saw an 84.09% year-on-year growth, and a 166.10% increase in the comprehensive index [13]. Product Innovations - Various brands are launching new products featuring super plants, such as Tims' "Beetroot and Ginseng Energy Bottle" priced at 25 yuan, and NOWWA's "Beetroot and Purple Cabbage Americano" priced at 28 yuan [7][9]. - Nayuki's "Slim Green Bottle" and Heytea's "Beetroot Beauty Bottle" have also gained popularity, with significant sales figures reported [15]. Consumer Demand - The health trend is driving consumer interest in beverages that offer natural flavors and nutritional benefits, as opposed to traditional drinks that may contain artificial additives [11][14]. - The demand for plant-based beverages is expected to create growth opportunities in the tea and coffee market, as consumers increasingly seek healthier options [11][14]. Challenges - The use of fresh plant ingredients presents challenges such as short shelf life and higher spoilage rates, which can increase costs for beverage brands [14]. - As more brands enter the super plant beverage market, there is a risk of product homogenization, which could impact differentiation and market share [14].