春节消费高景气，关注性价比、情绪价值和体验 [Table_Industry] 社会服务业 2026 年春节消费调研观察 春节线下零售和服务消费高景气，下沉市场客流更旺盛、线下消费更火热。 投资要点： [Table_Report] 相关报告 社会服务业《史上最长春节假期，文旅板块景气 度高》2026.02.23 社会服务业《千问加码外卖补贴，行业价格战趋 缓》2026.02.09 社会服务业《乐购新春方案出台，关注春节消费 表现》2026.02.08 社会服务业《政策推动、供求双旺，景区板块迎 黄金投资期》2026.02.07 社会服务业《政策支持服务消费发展，关注春节 数据》2026.02.01 票 研 究 | [姓名table_Authors] | 电话 | 邮箱 | 登记编号 | | --- | --- | --- | --- | | 刘越男(分析师) | 021-38677706 | liuyuenan@gtht.com | S0880516030003 | | 宋小寒(分析师) | 010-83939087 | songxiaohan@gtht.com | S0880524080011 | 本报告导读 ...

Core Viewpoint - The beverage industry is experiencing a significant shift towards reduced sugar options, with brands introducing innovative low-sugar alternatives to meet consumer demand for healthier choices [5][6][19]. Group 1: Industry Trends - The introduction of the "1 Sugar" option by brands like Tea Waterfall, which contains only 5g of sugar per cup, has been widely praised by consumers as a major innovation in the milk tea sector [5][8][19]. - Many brands are quietly reducing sugar content, with some eliminating full-sugar options entirely, indicating a broader trend towards healthier beverage choices [6][9][11]. - Starbucks has successfully promoted its "True Flavor No Sugar" series, which replaces flavored syrups with natural floral flavors, leading to increased sales of low-sugar options [12][22]. Group 2: Consumer Behavior - Over half of consumers are shifting towards low-sugar or no-sugar options, reflecting a growing preference for healthier beverages [15]. - The "1 Sugar" option has seen approximately 3% of users opting for it within half a month of its launch, indicating a positive consumer response despite its initial low demand [16][19]. - Brands like Oriental Molan have reported that 7% of their sales come from the "1 Sugar" option, demonstrating that even niche offerings can find a market [19]. Group 3: Innovation Strategies - The industry is exploring three main strategies to reduce sugar while maintaining flavor: using real fruit juice to replace sugar, extracting natural floral essences, and experimenting with healthier alternative sweeteners [24][28][32]. - Companies are focusing on enhancing the natural sweetness of ingredients, such as using fruit juices and natural oils, to create flavorful beverages without relying on added sugars [28][30]. - The introduction of healthier alternative sweeteners like D-allulose, which mimics the taste of sugar without the negative health impacts, is becoming a viable option for brands aiming to reduce sugar content [32][34].

Core Insights - The introduction of the "1 Sugar" option by Chao Pao Bu, a brand under Hu Shang A Yi, has been hailed as a significant innovation in the milk tea industry, with consumers praising it as the "greatest invention" in the sector [1][7] - A trend of "quietly reducing sugar" is emerging across various brands, with some eliminating full-sugar options and others adopting low-GI sweeteners [3][5] Brand Innovations - Chao Pao Bu has launched a "1 Sugar" option, adding only 5g of sugar per cup, which has received positive feedback from consumers [1][7] - The Nanjing brand Dongfang Molan had already implemented a "1 Sugar" option in 2024, noting that full-sugar orders are minimal among customers [2] - Li Cha, a brand known in Beijing, has removed full-sugar and partial sugar options, offering only "no added sugar" or "30% Arabic sugar" [3] - The brand Niu Cha has introduced a "low GI syrup" made from a blend of rock sugar, cane sugar, and Arabic sugar to achieve a lower glycemic index [5] Consumer Behavior - Over half of consumers are shifting towards less sugar or no sugar options, with approximately 3% of users opting for the "1 Sugar" choice within two weeks of its launch [7] - Dongfang Molan reports that 7% of its customers choose the "1 Sugar" option, while 6% opt for "no added sugar" [9] - Starbucks has successfully promoted its "no sugar" series, with over 50% of customers selecting no added sugar or less sugar versions [11] Industry Trends - The industry is exploring three main paths to reduce sugar while maintaining flavor: 1. Using real fruit juice to replace sugar, balancing sweetness with natural flavors [13] 2. Extracting natural floral essences and fruit oils to enhance flavor without added sugar [15] 3. Experimenting with healthier alternative sweeteners and low-GI sugars, such as D-allulose, which has been approved for use [19] Conclusion - The trend of sugar reduction is evolving from standard sugar to options like "1 Sugar" or "0-calorie sugar," reflecting a growing consumer demand for healthier choices [20] - The focus is on genuine health benefits rather than merely adjusting sugar levels, emphasizing the importance of nutritional awareness in consumer choices [20]

好喝的咖啡千千万，但眼下最火爆的还得是"苦尽柑来"。 一上市就爆了，一杯难求、全国多地大面积断货，社交平台上"求补货"的笔记刷屏，网友评"不输30多元的精品特调"。 作为古茗的首款特调咖啡，它到底有什么特别之处？ 01 一杯难求，全国多地断货 作为古茗的首款特调咖啡，其在这杯饮品上可谓buff叠满：基底除了常规的30天金奖咖啡豆和冷鲜奶，还加了真实的沃柑汁；顶部戏更多——芝士奶盖上 撒满马来西亚可可粉，再以一片柑橘点睛。 图源小红书博主@在逃肥妹已获授权 官方海报显示，为了呈现"三重柑橘撞可可"的口感，这款产品还加入了精粹橙皮，"一颗柑橘一滴精粹橙皮"。 不少顾客反映，无论是颜值还是口感，这杯咖啡都不输精品小店30多元的特调，而小程序售价仅13.9元（限2杯），直接将性价比拉满。 这款产品的爆发，起源于一篇戳心的用户小作文："初尝苦涩，但甘甜缓缓中和，留下温润余韵。苦与甘并非对立，甘藏于苦中，需耐住最初的涩，才能 遇见属于自己的甜。" 当产品体验和人生感悟无缝衔接，这杯拿铁便成了打工人的"年终仪式感"："喝完苦尽柑来，以后苦尽甘来"、"就冲这文案，高低得喝一杯"、"苦尽柑来 敬自己"。 古茗首款特调咖啡火速出 ...