Core Insights - The research by HXR Consulting indicates that even with a 10% price increase for sleep tea, 45% of consumers continue to purchase, reflecting high brand loyalty [1][3] - The study, part of the "Insights 2025" series, surveyed 1,460 respondents, providing reliable and representative data for market dynamics and consumer behavior [1] Price Acceptance - The survey shows that the price range of 30-50 yuan dominates the market, accounting for 35% of consumer preferences, indicating a tendency towards mid-to-low priced products [1] - The 50-70 yuan range follows closely with 28%, while products priced below 30 yuan only represent 15% of the market [1] - High-end price segments (70-100 yuan and above 100 yuan) account for 16% and 6% respectively, suggesting limited acceptance for premium pricing among consumers [1] Price Sensitivity and Promotion Dependency - Despite the price increase, 32% of consumers would reduce their purchase frequency, and 23% would switch to other brands, highlighting the presence of price-sensitive consumers [3] - In terms of promotional dependency, 30% of consumers are lightly dependent on promotions, 27% moderately, and 18% highly dependent, totaling 75% influenced by promotional activities [3] - Conversely, 20% of consumers do not rely on promotions, and 5% have a negative attitude towards them, indicating the need for brands to carefully strategize their promotional efforts to avoid adverse effects [3] Summary - The sleep tea market is primarily driven by mid-range pricing, with consumers showing a strong focus on product value for money and notable brand loyalty amidst price fluctuations [5] - The insights derived from the data provide substantial support for industry decision-making, emphasizing the importance of understanding consumer purchasing preferences and behaviors [5]