Core Viewpoint - The article discusses the rising trend of "super powders" made from various plants, which have become popular among young consumers for their perceived health benefits and affordability, creating significant market opportunities in the health food sector [5][10]. Market Overview - The "super powder" market began to explode in 2022, driven by advancements in freeze-drying and extraction technologies, allowing natural ingredients to be processed into convenient powder forms [13]. - The market is expected to enter a high growth phase from 2023 to 2024, with leading brands in the "natural powders" category on platforms like Tmall experiencing over three-digit year-on-year growth [13][15]. Consumer Behavior - Young consumers are increasingly viewing health products as essential rather than optional, leading to a more informed approach to purchasing, including researching ingredient lists and nutritional content [17]. - The trend of sharing personal experiences with these powders on social media platforms has become a new form of social interaction among young people [8][10]. Product Insights - Popular powders include acai berry powder, turmeric powder, beetroot powder, and kale powder, which are marketed for their health benefits such as antioxidant properties and anti-inflammatory effects [17]. - The cost of these powders is relatively low, with examples like acai berry powder priced at approximately 38.89 yuan for 20 bags, making them accessible to a broader audience [9]. Industry Dynamics - Companies like ONLYTREE have successfully transitioned from traditional food products to the "super powder" market, leveraging local production and supply chain stability [13][14]. - The competitive landscape includes both domestic brands and international players, with local brands gaining market share previously dominated by imports [15][18]. Challenges and Opportunities - Despite the growth, the industry faces challenges such as varying product quality and consumer skepticism regarding the efficacy of these powders, which necessitates better education and transparency [18]. - The potential for innovation remains high, with companies exploring new product lines and improving existing offerings to meet consumer demands for health and convenience [14][18].

Core Viewpoint - The "super powder" market is emerging as a significant opportunity in the health food sector, driven by trends among young consumers seeking convenient and health-oriented products [4][12][25]. Market Overview - The overall market size for super powders is currently small, but some products have achieved over 100 million in sales [25]. - The market began to explode in 2022, thanks to advancements in freeze-drying and extraction technologies, making it easier to process natural ingredients into convenient powder forms [15]. Consumer Behavior - Young consumers are increasingly interested in health and wellness, viewing super powders as a trendy and cost-effective way to maintain health [9][21]. - There is a growing trend of consumers sharing their experiences with super powders on social media, which has created a new form of social interaction among young people [9][12]. Product Insights - Popular super powders include acai berry powder, turmeric powder, beetroot powder, and spirulina, which are marketed for their health benefits [21]. - The cost of these powders is relatively low, with products like acai berry powder priced around 2 yuan per serving, appealing to the "value-for-money health" mindset of young consumers [9]. Industry Dynamics - The super powder market is expected to enter a high-growth phase from 2023 to 2024, with leading brands on platforms like Tmall experiencing over 300% year-on-year growth [15]. - Companies are adopting various strategies, such as focusing on single product promotions and leveraging social media platforms for marketing [17]. Competitive Landscape - The market features a mix of domestic and international brands, with local brands gaining traction and challenging previously dominant imported brands [18][23]. - New entrants from various sectors, including beverage companies, are also exploring opportunities in the super powder space, indicating a broadening competitive landscape [18]. Challenges and Limitations - The super powder market faces challenges such as varying quality standards and consumer skepticism regarding the efficacy of these products [24]. - Some functional powders may have taste issues that affect consumer acceptance, necessitating improvements in flavor and palatability [24].