Group 1: Goji Berry Industry - The goji berry has transitioned from a traditional health product to a trendy beverage ingredient, with various tea drinks featuring goji berries gaining popularity among consumers [2][3] - In Ningxia, the goji berry industry has extended its supply chain, with farmers now focusing on high-quality, eco-friendly cultivation to meet the demands of beverage companies, resulting in increased income for farmers [3] - The price for fresh goji berries has significantly increased, with 1 pound of fresh fruit fetching prices equivalent to 3 pounds of dried fruit, leading to a 30% increase in annual income for farmers who engage in standardized cultivation [3] Group 2: Kale Industry - Kale drinks have become a hot trend in Shandong, with various kale-based beverages experiencing high demand as consumers show increased interest in healthy drink options [6] - The domestic orders for kale have surged, with a family farm supplying over 10 tea companies, indicating a shift in market dynamics towards local sourcing of ingredients [6][7] - The establishment of a cooperative workshop has enabled local villagers to gain employment opportunities, with the farm employing up to 600 workers during peak harvest seasons, thus contributing to local economic development [7]

Group 1 - The rise of kale as a trendy beverage among young consumers, particularly in the context of health and weight loss, has gained significant attention on social media platforms [1][3][5] - Kale drinks are marketed with claims of being low-calorie and high in dietary fiber, appealing to health-conscious consumers despite skepticism from industry insiders regarding their actual effectiveness for weight loss [2][15][19] - The kale market has seen a dramatic increase in price, with reports indicating that the price per kilogram has risen from a few cents to over 3.5 yuan, reflecting its newfound popularity [7][14] Group 2 - Major tea and coffee brands, including Heytea and Luckin Coffee, have launched kale-based drinks, contributing to the trend and capitalizing on the health-conscious consumer market [9][14][18] - The light food market in China has experienced rapid growth, with a projected market size exceeding 320 billion yuan in 2024, indicating a strong consumer demand for healthier options [15][16] - The marketing strategies employed by beverage companies often use terms like "light" and "slimming," which resonate with young consumers' health anxieties, leading to increased sales of kale drinks [16][22] Group 3 - Despite the popularity of kale drinks, there are concerns about their actual health benefits, as many products contain added sugars and other ingredients that may negate their purported health advantages [19][21] - The phenomenon of kale drinks reflects a broader trend of emotional consumption among young people, who are willing to pay a premium for products that symbolize a healthy lifestyle [22][23] - The kale trend is indicative of a larger cycle in the beverage industry, where new "superfoods" are continuously sought after by both consumers and capital investors [2][23]

"瘦瘦小绿瓶""纤体瓶""轻体瓶""纤畅小蛮腰"……近期，中国新闻网《民生调查局》记者发现，多家茶 饮连锁品牌均推出以羽衣甘蓝为主打的果蔬饮品，并使用"纤体""轻盈"等字眼，让人直接联想到饮品有 减脂瘦身效果。 然而，在产品详情页下方，一行不起眼的小字却写着"瘦瘦、轻盈指新方形瓶型更瘦更轻便、不指代功 能性"。一杯"不另外加糖"的羽衣甘蓝饮品，热量标注为183大卡，相当于一碗米饭。专家指出，目前尚 无证据表明此类饮品具有直接减肥效果。 01 "瘦瘦瓶"的文字游戏 这个夏天，气温一到30℃，郭晓敏（化名）的下午茶准会变成一杯喜茶"去火*纤体瓶"——"加了苦瓜， 店员说可以清热去火。"办公室的同事紧随其后，花19元点一杯"奈雪瘦瘦小绿瓶"，"身边减脂的朋友都 在喝，我也跟着下单。" 中国新闻网《民生调查局》记者注意到，以"羽衣甘蓝"为主打的"轻体""瘦身"概念饮品，正成为喜茶、 奈雪的茶、沪上阿姨、古茗等头部品牌的夏季主推。外卖平台搜索"羽衣甘蓝"，首页几乎被"瘦瘦 瓶""纤体瓶""轻体瓶"等包装刷屏，清一色鲜绿色配图。 大字海报之外，各家都在详情页悄悄埋下"免责声明"。在奈雪的茶点单页面，"奈雪瘦瘦小绿瓶"的海 ...

Core Viewpoint - The rise of kale-based beverages marketed as "slimming" or "light" by major tea brands in China is misleading, as these drinks do not have proven weight loss effects and often contain high calories [1][10][12] Group 1: Product Marketing and Consumer Perception - Major tea brands like Heytea and Nayuki are promoting kale drinks with terms like "slimming" and "light," creating a perception that these products aid in weight loss [2][13] - Despite the marketing, disclaimers on product pages clarify that terms like "slimming" refer to the bottle design rather than any functional benefits [2][10] - The actual calorie content of these drinks can be high; for instance, a 500ml kale drink from Nayuki contains 183 calories, comparable to a bowl of rice [9][10] Group 2: Industry Trends and Competition - The popularity of kale drinks surged after the launch of the "Kale Slimming Bottle" by Heytea, which sold over 3.5 million cups in its first month [13] - The tea industry is experiencing a trend of product homogeneity, with many brands quickly replicating successful products, leading to a saturated market [13][14] - The low technical barriers and mature supply chains in the tea industry facilitate rapid imitation of popular products, resulting in a competitive landscape focused on health claims [14] Group 3: Regulatory and Ethical Considerations - Legal experts highlight that the use of terms like "slimming" may mislead consumers into believing these drinks have weight loss benefits, potentially violating advertising laws [10][11] - Previous instances of misleading advertising in the industry have led to penalties, indicating a need for brands to ensure truthful marketing practices [12]

Group 1 - The tea beverage market is experiencing a trend towards incorporating green vegetables like kale and bitter melon, leading to increased demand and higher prices for these vegetables, creating new opportunities for farmers [1][5][9] - In Shandong, a kale farm has seen a surge in labor demand, employing around 150-160 workers daily and paying over 20,000 yuan in wages [3][5] - The kale farm is adopting advanced agricultural techniques, including mechanization and standardized planting methods, to enhance quality and yield, aiming for an annual production of over 8,000 tons [11][9] Group 2 - The new tea beverage trend is driving the development of a comprehensive industrial chain, with significant growth in related sectors such as coffee and jam production [14][16] - A tea beverage brand reported a sales increase of approximately 30% to 50% in the first quarter, leading to full utilization of production lines and boosting the growth of upstream and downstream enterprises [16][18] - The tea beverage industry is creating numerous job opportunities, with one county attracting over 20 related enterprises and generating more than 4,000 jobs [22] Group 3 - Chinese tea brands are rapidly expanding in overseas markets, particularly in Southeast Asia, with significant increases in store numbers and consumer demand [21][23] - A Chinese tea brand in Indonesia sold over 4,000 cups on its opening day and has expanded to five stores within four months, indicating strong market acceptance [25][27] - The success of Chinese tea brands abroad is attributed to their understanding of local consumer preferences and efficient supply chain management [29][31] Group 4 - The tea beverage market is witnessing a health trend, with a 507% increase in searches for "fruit and vegetable juice" and a 210% increase in order volume [35][39] - The demand for beverages containing kale has surged, with a 44-fold increase in delivery volume, while drinks with bitter melon have seen an 11-fold increase [37][39] - Regional specialty drinks are gaining popularity nationwide, with significant increases in search volumes for unique local ingredients [39]

Group 1 - The core viewpoint of the articles highlights the rising trend of kale-based beverages in the new tea drink industry, with brands like Heytea, Nayuki, and Luckin Coffee leading the charge in promoting health-focused products [1][9] - Kale is being marketed as a low-sugar, low-calorie ingredient, appealing to health-conscious consumers, and has become a significant trend in the beverage sector [1][9] - The new tea drink industry is not only innovating in product offerings but is also extending its focus to the agricultural supply chain, emphasizing the importance of sourcing high-quality, pesticide-free ingredients [1][4][14] Group 2 - The supply chain for fruits and vegetables in the new tea drink sector is undergoing a transformation, moving towards customized sourcing and cultivation to ensure consistent quality and flavor [2][4][5] - Companies like Heytea are establishing direct partnerships with farms to control the cultivation process, ensuring that their standards for pesticide use and fruit quality are met [5][14] - The trend of using niche ingredients, such as kale, is seen as a potential key to creating popular products, with many brands quickly following suit once a successful item is launched [9][10] Group 3 - The cultivation of kale in China is expanding, with a focus on its dual role as both a food ingredient and an ornamental plant, which has contributed to its popularity in urban areas [8][9] - The industry is facing challenges related to pesticide residues, particularly with kale's structure making it susceptible to pests, necessitating innovative pest control methods [10][14] - New tea drink brands are investing in advanced cleaning technologies and processes to ensure that their products meet zero pesticide residue standards, which is becoming a competitive differentiator in the market [10][13][14]

Core Insights - Kale has transformed from a niche ingredient in Western cuisine to a popular raw material in the new tea beverage industry in China since the Tokyo Olympics, with over 30 kale-based drinks currently available on the market [1] - The demand for kale has surged, leading to a significant price increase from single-digit prices per pound in 2023 to 20-30 yuan per pound [1] - Companies like Heytea are raising their standards for raw materials, opting for customized, zero-residue kale to meet the quality demands of the new tea beverage sector [1][4] Industry Trends - The expansion of kale cultivation is underway, with a focus on exploring different varieties and quality improvements [1] - Heytea's kale is sourced from a unique growing environment in Yunnan, benefiting from a favorable microclimate and rich soil conditions [3] - The company implements rigorous quality control, including over 800 third-party pesticide residue tests to ensure compliance with national and European standards [4] Supply Chain Dynamics - The shift from standard procurement to customized planting reflects the evolving needs of new tea beverage companies, which require specific fruit characteristics for their products [4][5] - Heytea's procurement strategy now involves deep engagement in the cultivation process, including setting planting standards and managing harvests to ensure optimal quality [4][5] - This trend benefits not only the beverage brands but also local farmers, providing them with stable sales and pricing through long-term contracts with new tea beverage companies [5]

Core Insights - The rise of kale as a popular ingredient in health-focused beverages reflects a shift in consumer preferences towards low-calorie and low-fat diets, driven by the trend of "light eating" and weight loss [1][2] - The price of kale has significantly increased from a few cents per pound to 3.5 yuan per pound, indicating its growing market value and demand [1] - The success of kale in the beverage market is attributed to continuous product innovation by tea brands, which have improved its taste and positioned it as a fashionable health product [2] Industry Trends - The health food market is characterized by three main trends: functional demand, scenario-based consumption, and social currency attributes [2] - The popularity of kale beverages exemplifies these trends, as tea brands have effectively addressed the taste issues associated with kale and created products that combine health benefits with trendy appeal [2] - The emergence of large-scale kale cultivation bases in regions like Shandong and Guangxi, utilizing modern greenhouse and organic farming techniques, ensures the stability of raw material quality [2] Market Dynamics - The rise of kale represents a quality revolution in China's consumer market, where consumers are increasingly seeking healthier and higher-quality lifestyles [2] - The innovation across the entire supply chain has led to the development of diverse products such as freeze-dried powder, composite fruit and vegetable juices, and snacks, enhancing product value and catering to various consumption scenarios [2] - Companies that can effectively capture and respond to these evolving consumer demands through continuous innovation are likely to gain a competitive edge in the market [2]

以下文章来源于21世纪经济报道 ，作者21记者 21世纪经济报道 . 权威、专业、深度、有趣！用经济思维看世界。 来源：21世纪经济报道 体重管理年减肥新招式频出，也有商家蹭起了热点。 近日，北京日报发布文章《又贵又难吃的羽衣甘蓝被疯抢》，质疑其健康价值，称部分品牌为改善口感添加糖分，可能变成高热量饮品。 热搜持续发酵， 话题#又贵又难吃的羽衣甘蓝被疯抢#一度登上微博热搜第一。 羽衣甘蓝能被包装成减肥利器，是多方合力的结果。羽衣甘蓝原产地位于地中海沿岸，其价值重塑过程始于原料本身的生物特性——这种十字花科植物确 实富含膳食纤维（每100克含量达3.6-4.1克）及维生素K、维生素C等微量元素，这种天然营养结构为后续营销提供了科学背书。 相关公开信息显示，羽衣甘蓝的膳食纤维吸水膨胀后能占据胃部空间，延缓胃排空，从而减少其他高热量食物的摄入，有助于控制体重，为它贴上"健康食 物"标签。 据相关资料显示，混果汁是国内最早将羽衣甘蓝应用于现制饮品的新茶饮品牌，而喜茶在2024年巴黎奥运会期间推出与安踏冠军联名的"夺冠纤体瓶"，也 主打羽衣甘蓝成分。由于市场反响热烈，成功带动了其他品牌跟进，如奈雪的茶、茶百道、沪上阿姨 ...

Core Viewpoint - The rising popularity of kale drinks in tea shops is driven by claims of health benefits, particularly weight loss, but there is skepticism regarding their actual effectiveness [1][5][10]. Group 1: Product Overview - Kale drinks are being marketed as low-calorie and healthy options, often priced above 20 yuan [1][4]. - Many tea shops offer variations of kale drinks, combining fresh kale with fruits like apples and oranges to enhance flavor and appeal [4][6]. - The drinks are visually appealing, often featuring a green color scheme and various fruit combinations, which attract consumers [6]. Group 2: Consumer Perception - Consumers are drawn to the marketing language suggesting weight loss and detox benefits, but some express doubts about the actual effectiveness of these drinks for weight loss [7][10]. - Feedback from consumers indicates that while the drinks provide a feeling of fullness, they may not contribute significantly to weight loss due to high sugar content [7][10]. Group 3: Nutritional Insights - Experts highlight that kale is rich in dietary fiber, vitamins, and minerals, but its taste can be unappealing, leading to the addition of sugars or other ingredients that may increase calorie content [10][11]. - The nutritional benefits of kale can be diminished when juiced, as much of the fiber and some nutrients are lost in the process [24]. - Health professionals caution that relying solely on kale drinks for weight loss is misleading; effective weight management requires a balanced diet and reduced overall caloric intake [24][11]. Group 4: Health Considerations - Certain populations, such as those with specific health conditions, should be cautious about consuming large amounts of kale due to its high vitamin K content, which can affect blood clotting [11][24]. - There are legal obligations for businesses to accurately label ingredients and nutritional information, ensuring consumers are informed about the products they purchase [24].