羽衣甘蓝，作为2024年"蔬菜顶流"，到了2025年的今天，热度仍在增长。 2024年，#羽衣甘蓝#话题光是在抖音，就取得超14.8亿次播放量。据DT商业观察统计，截至2025年4 月，社交媒体上的超级食物相关词中，声量最高的是反映饮食趋势的宏观词"营养"，紧接着便是"羽衣 甘蓝"。 羽衣甘蓝甚至火到了让农户们"连夜下地播种"。2025年3月，羽衣甘蓝的收购价从2024年的0.8元/斤，暴 涨至3.5元/斤，涨幅超300%。 同一时间里，茶饮品牌纷纷趁势推出羽衣甘蓝饮品，并挖掘出更多小众原料，如甜菜根（红菜头）、姜 黄、小麦草、片仔癀……通过矩阵效应，将一个新概念塞进了我们的脑子——"超级植物"。 "羽衣甘蓝到底是被谁带火的？"不少网友抱有此疑问。评论区里的回答，从奈雪的茶、沪上阿姨到茶百 道，五花八门什么都有。 实际上，羽衣甘蓝的爆火始于喜茶2024年推出的「羽衣纤体瓶」系列。该品牌首创"超级植物茶"品类， 并凭借奥运联名营销，上线一个半月销量就突破了1000万瓶。 但在友商密集推出类似产品后，喜茶似乎这个开创者似乎又快被遗忘了。 在茶饮市场开始进入去泡沫阶段、友商们接连上市的背景下，以挖掘小众原料为核心的 ...

Core Insights - The rise of "super plant tea" has been marked by its popularity among major tea brands, with Heytea defining it as a "phenomenal product" and selling over 37 million cups within six months of its launch [1][3] - The initial success of super plant tea has led to a saturation in the market, with various brands adopting similar ingredients, resulting in a need for differentiation and new narratives [3][12] Market Demand and Consumer Behavior - Super plant tea reflects the Z generation's shift towards health-conscious consumption, serving as a "health redemption ticket" that aligns with their "punk health" lifestyle [5][10] - The product effectively addresses common health anxieties among young consumers, becoming a go-to option for various social scenarios, such as late-night work or gatherings [7][8] Supply Chain Dynamics - The surge in demand for super plant tea has led to increased competition in the supply chain, with significant rises in the prices of key ingredients like kale, which has seen a price increase from 0.8 yuan to 3.5 yuan per jin [14][17] - Heytea has reported using over 560 tons of fresh kale and more than 200 tons of other ingredients, highlighting the need for a robust supply chain to support the growing demand [14][17] Brand Strategy and Differentiation - The competition in the super plant tea market has evolved from ingredient lists to supply chain capabilities, with brands like Heytea focusing on regional sourcing and transparency in production [12][19] - The emphasis on local ingredients and production transparency is seen as a way to build trust and differentiate products in a crowded market [17][19] Marketing and Consumer Education - The marketing strategies for super plant tea have shifted towards creating cultural symbols and emotional connections, with brands leveraging storytelling to enhance consumer engagement [22][25] - The focus on user education through transparent supply chains and regional ingredient databases is becoming a critical aspect of brand strategy, allowing companies to convert product value into brand equity [23][25]