Core Viewpoint - The article discusses the launch of a transparent protein water product by Japan's 7-Eleven under its private brand Cycle.me, highlighting its unique positioning in the beverage market and the growing consumer interest in protein intake [6][15][19]. Product Overview - Cycle.me's protein water is priced at 193 yen (approximately 9.3 RMB) and contains 5g of low molecular collagen protein per bottle [15][18]. - The product is marketed with three key selling points: hydration while consuming protein, moderate sweetness with a peach flavor, and the use of mineral-rich deep-sea water from Kochi Prefecture [18][19]. Market Trends - A survey indicates that protein is the most desired nutrient among consumers, which has driven the development of protein water [19]. - According to Fuji Economic Group, the demand for protein food and beverages is expected to grow by 2.8% in 2024, reaching 276.3 billion yen (approximately 11.4 billion RMB) [20]. Development Challenges - Cycle.me faced challenges in maintaining the clarity and stability of the liquid during production, requiring extensive optimization of the entire production process [22][23]. - The final product successfully mimics the appearance of water while retaining nutritional value and a pleasant taste [25][26]. Comparison with Global Trends - The article contrasts Cycle.me's transparent protein water with similar products in the Western market, which often use hydrolyzed whey protein to create semi-transparent beverages [31][32]. - The trend of "Clear Protein" is gaining traction in the U.S., with a market size of $2.72 billion in 2023 and an expected annual growth rate of 6.7% from 2024 to 2030 [36]. Broader Industry Innovations - The article notes that the integration of protein into various food and beverage categories is becoming more prevalent, with brands innovating in areas such as protein-infused coffee and high-protein snacks [50][51]. - The success of high-protein products, such as Greek yogurt and low-calorie ice cream, demonstrates a significant shift in consumer preferences towards healthier, protein-rich options [54][55].