Core Viewpoint - The article discusses the launch of a transparent protein water product by Japan's 7-Eleven under its private brand Cycle.me, highlighting its unique positioning in the beverage market and the growing consumer interest in protein intake [6][15][19]. Product Overview - Cycle.me's protein water is priced at 193 yen (approximately 9.3 RMB) and contains 5g of low molecular collagen protein per bottle [15][18]. - The product is marketed with three key selling points: hydration while consuming protein, moderate sweetness with a peach flavor, and the use of mineral-rich deep-sea water from Kochi Prefecture [18][19]. Market Trends - A survey indicates that protein is the most desired nutrient among consumers, which has driven the development of protein water [19]. - According to Fuji Economic Group, the demand for protein food and beverages is expected to grow by 2.8% in 2024, reaching 276.3 billion yen (approximately 11.4 billion RMB) [20]. Development Challenges - Cycle.me faced challenges in maintaining the clarity and stability of the liquid during production, requiring extensive optimization of the entire production process [22][23]. - The final product successfully mimics the appearance of water while retaining nutritional value and a pleasant taste [25][26]. Comparison with Global Trends - The article contrasts Cycle.me's transparent protein water with similar products in the Western market, which often use hydrolyzed whey protein to create semi-transparent beverages [31][32]. - The trend of "Clear Protein" is gaining traction in the U.S., with a market size of $2.72 billion in 2023 and an expected annual growth rate of 6.7% from 2024 to 2030 [36]. Broader Industry Innovations - The article notes that the integration of protein into various food and beverage categories is becoming more prevalent, with brands innovating in areas such as protein-infused coffee and high-protein snacks [50][51]. - The success of high-protein products, such as Greek yogurt and low-calorie ice cream, demonstrates a significant shift in consumer preferences towards healthier, protein-rich options [54][55].

Core Viewpoint - The article discusses the innovative launch of a transparent protein water by Japan's 7-Eleven private brand Cycle.me, highlighting its unique features and market potential in the growing protein beverage sector [3][7][12]. Product Features - Cycle.me's protein water contains 5g of low molecular collagen protein per bottle, aiming to provide hydration while supplementing protein intake [15][17]. - The product is marketed as low-calorie and not overly sweet, with a subtle peach flavor, making it more palatable for consumers [18]. - It utilizes deep-sea water from Kochi Prefecture, Japan, which is rich in minerals, suitable for hydration during outdoor activities [18]. Market Trends - Consumer interest in protein as a desirable nutrient has surged, with Cycle.me's research indicating it is the top nutrient consumers wish to actively incorporate into their diets [18]. - The protein food and beverage market in Japan is projected to grow by 2.8% in 2024, reaching approximately 276.3 billion yen (around 11.4 billion RMB) [18]. Development Challenges - Cycle.me faced significant challenges in maintaining the clarity and stability of the protein water during production, requiring extensive optimization of raw materials and processing techniques [19]. - The collaboration with DyDo, a major Japanese beverage manufacturer, was crucial in developing a product that retains nutritional value without compromising on transparency [19]. Comparison with Global Trends - While Cycle.me's product is unique in its transparent form, similar protein water products in the Western market often utilize hydrolyzed whey protein, resulting in a semi-transparent appearance [28][30]. - The trend of incorporating protein into everyday beverages is gaining traction globally, with brands like Super Coffee and SEEQ also innovating in this space [42][34].

Core Insights - The article discusses the launch of a transparent protein water product by Japan's 7-Eleven private brand Cycle.me, which aims to change consumer perceptions of protein beverages traditionally associated with dairy products [3][9]. Product Overview - Cycle.me's protein water is a unique offering that contains 5g of protein per bottle, utilizing low molecular collagen protein as its primary ingredient [12][16]. - The product is priced at 193 yen (approximately 9.3 RMB) and is marketed as a low-calorie, refreshing drink with a subtle peach flavor [10][12]. Market Trends - Consumer interest in protein as a desirable nutrient has been rising, with a market forecast indicating a 2.8% increase in demand for protein food and beverages in Japan, reaching 276.3 billion yen (approximately 11.4 billion RMB) by 2024 [12][22]. - The trend towards lighter, more accessible protein products is evident, with Cycle.me positioning its protein water as a daily supplement rather than a meal replacement [16][38]. Development Challenges - The development of the transparent protein water faced challenges in maintaining clarity and taste, requiring extensive optimization of raw materials and production processes [14][19]. - Collaboration with DyDo, a major Japanese beverage manufacturer, was crucial in achieving the desired product characteristics [14][19]. Competitive Landscape - The article highlights the growing popularity of clear protein products in both Japan and the West, with various brands exploring different formulations and marketing strategies [20][22]. - In the U.S. market, clear whey protein has gained traction, with a projected market size of $2.72 billion in 2023 and an expected annual growth rate of 6.7% from 2024 to 2030 [22][24]. Consumer Reception - Initial consumer reactions to Cycle.me's protein water have been mixed, with some expressing curiosity and others preferring traditional protein sources like boiled eggs [6][7]. - The product's unique texture and flavor profile have sparked discussions on social media, indicating a blend of intrigue and skepticism among potential buyers [6][7].