Core Insights - The vitamin beverage market in China has seen a resurgence in 2025, with multiple brands launching new products focusing on specific vitamins [1][10][28] - Major players like Good Hope Water and Master Kong have introduced vitamin drinks targeting specific consumption scenarios, indicating a shift in marketing strategies [3][4][6] - The market is projected to grow, with the vitamin beverage segment expected to capture over 90% of the nutrient beverage market by 2025 [8] Market Activity - Good Hope Water launched the "Fruit and Vegetable Girl Group Water" series in July 2025, featuring products like Vitamin B Bitter Melon Water and Vitamin C Guava Water [1][3] - Master Kong introduced the "Multi-Vitamin Plan" series in June 2025, which includes Vitamin B, C, and E drinks, each tailored for different scenarios [4][6] - Other brands such as Yuanqi Forest, Liziyuan, and Guozi Shule have also entered the vitamin beverage market with new products, emphasizing a single vitamin focus [10][14] Market Dynamics - The vitamin beverage market in China was relatively quiet from 2020 to 2024, with new products primarily from Nongfu Spring and Maimai focusing on flavor updates [7][8] - The market is characterized by high concentration, with approximately 80% of the market share held by brands like Maimai and Nongfu Spring [8] - Yuanqi Forest's market share is increasing, with its Vitamin C and B waters reaching a combined market share of around 10% by April 2025 [8][25] Product Innovation - New products are increasingly highlighting specific vitamin types as core selling points, moving away from the traditional approach of general vitamin drinks [14][28] - Brands are also incorporating trendy ingredients, such as HPP bitter melon juice and five-finger peach in their formulations [23][28] - The marketing strategies now emphasize the nutritional characteristics of each vitamin and the specific scenarios for consumption, enhancing consumer engagement [16][21] Consumer Trends - There is a growing consumer demand for targeted nutritional supplements, with different demographics seeking specific vitamins for their health needs [45] - The trend of focusing on single vitamins reflects a more refined consumer approach to health and wellness, indicating a shift in market dynamics [45]

Core Viewpoint - The article highlights the latest trends and developments in the new consumption sector, focusing on product launches, collaborations, and significant industry events that indicate growth and innovation in the market [3][4][5]. New Product Launches - Jasmine Milk White has introduced a summer product, "Mascarpone Salty Cheese Milk," which reinterprets the classic tiramisu dessert [4]. - Mengniu has launched a new product, "Freshly Squeezed Corn Milk," made from whole sweet corn and 100% fresh milk [5]. - YiLi has released a new "Small Milk Jug" yogurt, featuring 100% fresh milk and a clean label with high protein content [5]. - Hey Tea has introduced a seasonal product, "Strange Fragrant Yellow Skin Peach," using fresh local fruit [7]. - DQ plans to open 800 new stores within three years, expanding its brand presence [14]. Collaborations and Partnerships - Luckin Coffee has partnered with the series "Chang'an's Lychee" to launch a new product line featuring lychee-infused beverages [10][12]. - The hand-crafted lemon tea brand, Ningji, has collaborated with "Junji Ito's Horror Collection" to launch summer drinks [4]. Financing and Investments - The mathematician coffee brand has completed a new round of financing, raising several million yuan [20]. - Anxin Fresh Life has successfully completed a 28 million yuan financing round to enhance its supply chain and expand its store network [22]. - Saint Bella has officially listed on the Hong Kong Stock Exchange, with significant oversubscription in its IPO [20]. Industry Events - Farmer Spring has officially entered the Hong Kong market, with plans to distribute its products across over 3,500 sales points [13]. - Decathlon has opened a new store in Hangzhou, utilizing an innovative operational model to enhance customer experience [13]. - Sasa International announced the closure of all its mainland stores, shifting focus to online business [36].

Core Viewpoint - The launch of Kang Shifu's first vitamin juice drink "Multi-Dimensional Plan" marks its entry into the vitamin beverage market, aiming to redefine the category by focusing on precise vitamin supplementation [1][18]. Market Overview - The functional beverage market is projected to reach approximately 1,471 billion yuan in 2023, with the nutrient beverage segment accounting for about 197 billion yuan, representing 13.38% of the market, second only to energy drinks [4]. - Despite the presence of well-known brands like "Pulse" and "Power Emperor," the vitamin beverage market remains under-saturated, indicating significant unmet consumer demand [4]. Product Differentiation - "Multi-Dimensional Plan" addresses the issue of generic vitamin supplementation by offering targeted solutions through three SKUs: Multi-Dimensional B, C, and E, each tailored for specific consumer needs and scenarios [7]. - Each SKU provides scientifically balanced solutions, ensuring safety and efficiency while avoiding excessive supplementation [7]. Consumer Trends - Over 65% of adults aged 18-35 are at risk of insufficient dietary vitamin intake, with a growing preference for food-based supplementation over traditional pills [9]. - The product incorporates superfruits and high-recognition fruits to enhance taste, with flavors designed to appeal to younger consumers [9]. Visual Branding - The packaging of "Multi-Dimensional Plan" serves as a strong visual identifier, utilizing bright colors and distinct shapes to convey the product's unique attributes and attract consumer attention [12]. - The design emphasizes the concept of "precise supplementation," making it clear and appealing to potential buyers [12]. Strategic Significance - The launch of "Multi-Dimensional Plan" completes Kang Shifu's health beverage matrix, which has seen the introduction of several health-oriented products this year [16]. - The product opens up a new market space for precise nutrition, reflecting a shift in consumer expectations and industry standards towards creating new categories and driving consumption growth [16]. Conclusion - The introduction of "Multi-Dimensional Plan" represents a significant innovation in the vitamin beverage sector, transforming vitamin supplementation from a passive to an active experience for consumers [18].