文 | 每日人物 王璐瑶 编辑 | 西打 2025年，"超级食物"的风吹得越来越猛烈，前有从南美远渡重洋而来的巴西莓粉、卡姆果粉，后有被所有茶饮品牌一起薅秃的羽衣甘蓝。红色、绿色 的"超级食物"风潮尚未完全过去，黄色的又要摆上餐桌，被称为"白人中药"的姜黄饮来了。 社交媒体上，有人把姜黄生姜柠檬饮的口感形容为"喝下去被咬了一口"。在她的描述里，"像是吞下一个刺毛球，到了嘴里，无数个刺头突然伸展开，抓 住你口腔里的每个细胞，用力扯，一路往喉咙滑也不松手。"如果嘴里有细微伤口，那喝饮料的过程更痛苦了，"伤口就像被油炸了"。 饶是如此，"为了保持健康"，年轻人们捏着鼻子也要灌下这一口。 "白人中药"，捏着鼻子喝 刘悠悠攥着巴掌大小的饮料瓶，明黄色的液体已经分层了，上层是清澈的淡黄色，下层看起来是固状的沉淀物。她摇匀，开盖，皱着眉头，用最快速度咽 下去。如果有可能，她真希望这款又酸又辣的饮料不要经过舌头，直接去胃里。 刘悠悠喝下的，是盒马在夏天推出的"HPP姜黄生姜柠檬汁饮料"。上市当月，它就吸引了超过3000人购买，一个多月后跃居超市冷藏饮品复购榜的榜首， 超过两万人下单。在盒马线下门店里，它被摆在冷藏柜的显眼处， ...

Core Insights - The rise of turmeric drinks is attributed to social media trends and health influencers promoting them as anti-inflammatory and beneficial for wellness [1][4][23] - Despite mixed reviews on taste, turmeric drinks have seen significant market demand, with sales increasing dramatically during promotional events [3][4] - There are ongoing debates regarding the actual health benefits of turmeric drinks, with some experts questioning their efficacy in delivering the claimed anti-inflammatory properties [15][4] Market Trends - Turmeric drinks are frequently sold out in major retailers like Sam's Club and Hema, indicating high consumer interest [3] - During the "Double Eleven" shopping festival in 2025, turmeric drink sales surged by 14 times compared to September [4] - The drinks are marketed with claims of being rich in Vitamin C and having various health benefits, which resonate with health-conscious consumers [4][15] Consumer Behavior - Many consumers, particularly younger individuals, are willing to overlook the unpleasant taste of turmeric drinks in pursuit of health benefits [11][23] - The perception of turmeric as a "superfood" has been shaped by both historical references and modern marketing strategies [22][29] - There is a growing concern that consumers may be paying a premium for products that do not deliver significant health benefits, leading to the concept of a "health tax" [28][27] Nutritional Content - Nutritional analysis of turmeric drinks reveals high sugar content, with some products containing up to 32g of sugar per 100ml, which raises questions about their health claims [16][15] - The actual turmeric content in some drinks is minimal, often not meeting the recommended daily intake of curcumin, the active compound in turmeric [17][15] Cultural Context - The popularity of turmeric drinks reflects a broader trend of Eastern ingredients being embraced in Western health narratives, creating a cycle of cultural exchange [29][30] - Turmeric's journey from a traditional spice to a trendy health drink illustrates the commercialization of wellness and the impact of social media on consumer choices [29][30]

Core Viewpoint - The article discusses the rising popularity of turmeric drinks among young consumers, highlighting their health claims and the paradox of high prices and mixed taste reviews [1][4][14]. Group 1: Market Trends - Turmeric drinks are becoming a trendy health product, with significant sales growth; for instance, sales increased 14 times since the Double Eleven shopping festival [4]. - The hashtag TurmericDrink has garnered over 12.47 million views on Xiaohongshu and 6.175 million on Douyin, indicating strong social media engagement [4]. - Various brands are entering the turmeric drink market, with prices generally high; for example, So Acai's 50ml turmeric drink is priced at 16.7 yuan [5]. Group 2: Pricing and Sugar Content - The price of turmeric drinks varies significantly, with some brands charging as much as 16.7 yuan for 50ml, while others like Box Horse offer 100ml for 8.9 yuan [5][8]. - Many turmeric drinks contain high sugar levels; for instance, a 100ml serving of Sam's turmeric lemon drink contains 32g of sugar, which is a concern for health-conscious consumers [10][11]. Group 3: Health Perception and Consumer Behavior - Young consumers are increasingly focused on health, with 66.2% expressing concern about their health status, yet rating it only 6.65 out of 10 [16]. - The marketing of turmeric drinks emphasizes their natural ingredients and health benefits, appealing to young consumers' desire for wellness [16]. - Emotional stress and anxiety are driving young people to invest in health products, with an average annual spending of 3,250.7 yuan on health-related items [17].

Core Insights - The rising popularity of turmeric drinks among young consumers is attributed to their perceived health benefits, particularly anti-inflammatory properties, despite concerns over taste and high sugar content [1][10][11] Group 1: Market Trends - Turmeric drinks have become a trending product, with significant online engagement, including over 12.47 million views on Xiaohongshu and 6.175 million on Douyin [2] - Sales of turmeric drinks surged by 14 times compared to September since the Double Eleven shopping festival began [2] - Various brands are entering the turmeric drink market, with prices generally high, such as 16.7 yuan for a 50ml bottle from So Acai and 8.9 yuan for a 100ml bottle from Hema [2][4] Group 2: Consumer Behavior - Young consumers are willing to purchase turmeric drinks despite their high prices and challenging flavors, indicating a strong health consciousness [4][10] - A report indicates that 66.2% of young people are concerned about their health, yet they rate their overall health at only 6.65 out of 10, highlighting a gap between concern and satisfaction [10] - Emotional crises and anxiety are driving 63.1% of young people to invest in health management, with an average annual spending of 3,250.7 yuan on health products [13] Group 3: Product Characteristics - Turmeric drinks are marketed as "superfoods" due to their antioxidant and anti-inflammatory properties, with claims that they can address various health issues [11] - The sugar content in these drinks is notably high, with some brands containing up to 32g of sugar per 100ml, raising concerns about health implications [5][6] - The effectiveness of turmeric drinks for anti-inflammatory purposes is debated, as the required dosage of curcumin for health benefits is significantly higher than what is typically found in these beverages [8]

Core Viewpoint - The article discusses the rise of turmeric as a trendy "superfood" among the middle class, highlighting its popularity in products like turmeric oat milk and its significant sales growth during events like Double Eleven [4][5][9]. Group 1: Market Trends - Turmeric drinks have seen a remarkable increase in popularity, with sales rising 14 times compared to September since the Double Eleven sales began [9]. - The topic of turmeric drinks has garnered over 3.04 million discussions on social media platforms like Xiaohongshu [7]. - The product has a high customer satisfaction rate, with 99% positive reviews despite its challenging taste [21]. Group 2: Product Analysis - The turmeric drink is marketed as a health product, containing 38% ginger, 38% lemon, 21% honey, and only 3% turmeric, with a calorie count of approximately 106 kcal per bottle [37]. - However, the drink contains 19.6g of carbohydrates per 100ml, equating to a sugar content higher than that of regular cola, which raises concerns about its health claims [38][41]. - The article emphasizes that to achieve the anti-inflammatory benefits of turmeric, it must be consumed with black pepper or fats, which is often not the case in these drinks [51]. Group 3: Consumer Behavior - The article suggests that consumers are drawn to the concept of "superfoods" as a quick solution to health concerns, despite the lack of scientific backing for the term [70]. - The market for superfoods in China has reached several hundred billion yuan, with many consumers spending over 10,000 yuan annually on these products [67]. - The allure of superfoods lies more in the perception of health benefits rather than their actual nutritional value, leading to a phenomenon where consumers buy into the "health illusion" [75][82].

Core Insights - The rise of turmeric as a trendy health drink among the middle class is notable, with products like turmeric ginger lemon drinks frequently sold out in supermarkets [1][12][14] - The popularity of turmeric drinks is reflected in significant sales growth, with a 14-fold increase in sales since the Double Eleven shopping festival began [6][4] - Despite its health claims, the taste and high sugar content of turmeric drinks raise questions about their actual health benefits [19][23][25] Market Trends - The introduction of turmeric oat milk by OATLY indicates a broader trend of incorporating turmeric into various health products [2] - The social media buzz around turmeric drinks is substantial, with related topics on platforms like Xiaohongshu reaching over 304,000 discussions [4] - The market for "superfoods" is expanding rapidly, with the Chinese superfood market reaching thousands of billions of RMB in 2023 and expected to continue growing [40] Consumer Behavior - Consumers are drawn to turmeric drinks despite their high price and taste challenges, often motivated by the perception of health benefits [18][19] - The high sugar content in turmeric drinks, such as 19.6g per 100ml, raises concerns about their health implications, as they can contribute significantly to daily sugar intake [23][27] - The marketing of turmeric drinks emphasizes health benefits, but the actual nutritional value may not justify the cost, leading to a phenomenon where consumers buy into the "health illusion" [43][49] Product Analysis - Turmeric drinks often contain a combination of ginger, turmeric, and lemon, marketed for their anti-inflammatory properties, but the effectiveness of these drinks is questionable without proper dietary context [31][32] - The ingredient composition of popular turmeric drinks shows a high percentage of sugar, which contradicts their health claims [23][25] - The trend of "superfoods" is characterized by high prices and a focus on health benefits, but many alternatives exist that provide similar nutritional value at a lower cost [41][42]

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]