This summer, the beverage market is very busy. Drinking water brands are fighting a price war in the range of 0.66 yuan to 1 yuan, and the "Chinese health tea" priced at 5.5 yuan to 6.5 yuan is a dark horse to quickly seize the blue ocean market of health drinks.
Recently, the head brand of new tea drinks released the "Healthy Tea Drink Standard", and the traditional Chinese medicine tea drink of a hospital in Chengdu has also become a hot search. When health and health become a way of life, where will the products that come into being go?
Chinese-style health water has become popular
The price of a single bottle is 5.5 yuan to 6.5 yuan
The reporter visited a number of supermarkets and convenience stores in Chengdu and found that basically every one of them has bottled drinks with the word "health water" for sale, and at the same time, you can also see health drinks such as red bean barley water, red date wolfberry water, and refreshing mung bean water. The price of these products ranges from 5.5 yuan per bottle to 6.5 yuan per bottle, which is basically the same price as various brands of tea.
The reporter noticed that several convenience stores have sold out of this kind of drink. A supermarket clerk told reporters: "Drinks such as red bean barley water have been on the market for about two months, and they are selling very well." ”
The health water that can be boiled at home is bottled and sold, who is buying it?
"The ingredient list of this type of drink is very clean, like this bottle of mung bean water, which only contains water, mung beans and monk fruit. This healthy drink, which is safe to drink, will give people a kind of psychological comfort. Xiao Liu, who is buying this kind of drink, told reporters that he will choose sugar-free and less additive products as much as possible when drinking drinks, "These health waters are very suitable for my needs and will not cause a burden on health, so I will continue to repurchase." ”
For people who are keen on beverages but pursue health, these health waters have become the "best solution" in their healthy beverage choices and a part of their healthy lifestyle.
"Wellness" and "health" drinks
From hospital fires to bubble tea shops
At the same time as the popularity of Chinese-style health water in supermarkets, more and more beverage market items have been activated, and they all carry the labels of "health" and "health".
On July 23, the topic of "Chengdu Traditional Chinese Medicine Tea Drink Bursting in Short Supply" rushed to the hot search on Weibo. Chengdu First People's Hospital "traditional Chinese medicine preparations" exploded, the doctor said that the recent sales volume has increased significantly, some products are in short supply, is urgently replenished, distribution may be slightly slower 1-2 days, I hope to get the understanding of citizens and friends.
The reporter opened the hospital's applet and saw that 13 tea drinks have been launched, in addition to "Four Seasons Health Tea", there are also tea bags with various effects such as "Hair Growth Drink" and "Tranquility Tea". After placing an order through the mini program, consumers can choose to pick it up or mail it, and it can be delivered nationwide.
What signal does the hospital's traditional Chinese medicine tea drink release when it becomes popular? Some analysts believe that with the continuous development of the economy and the concept of healthy consumption deeply rooted in the hearts of the people, consumers' demand for tea drinks has gradually shifted from traditional flavored packaged tea to sugar-free tea and health tea.
In the blue ocean market of health and healthy drinks, various brands have long had a layout. On July 22, Heytea announced the "4 True 7 Zero Healthy Tea Drink Standard", which proposed that true healthy tea should be made on site with "real tea, real milk, real fruit, and real sugar" as raw materials, and the whole line of products meets the requirements of "0 creamer, 0 flavor, 0 fructose syrup, 0 non-dairy creamer, 0 hydrogenated vegetable oil, 0 trans fatty acids, and 0 instant tea powder", and some netizens called for "industry-wide popularization". Relevant people believe that the standard may trigger a new round of healthy involution in the industry, which is a good thing for users.
According to the "2024-2025 China Tea Beverage Industry Development and Consumption Insight Report" recently released by iiMedia Consulting, the market size of health tea drinks in 2023 will be 41.16 billion yuan, a year-on-year increase of 27.3%; The market size of sugar-free beverages reached 40.16 billion yuan, a year-on-year increase of 101.2%. With the prominent trend of healthy consumption, the market size of beverage-related products will be further expanded.
When "wellness" becomes a way of life
Where will the products go?
In May 2022, the health drink "One Whole Root", which contains a whole root of ginseng in a glass bottle, was put on the shelves of convenience stores. After the launch, the first batch of 10,000 bottles of water was sold out in one day, and in less than one year, "one whole" unlocked 100,000 terminal points. The explosion of "one root" has been regarded as a textbook FMCG case, and it has also verified the market of health concept products.
A good product is the core.
It is understood that since the launch of red bean water in 2018, within five years to 2022, there are only 4 domestic brands of Chinese-style health water, and the overall market size is small. In February last year, without large-scale marketing, thousands of cases were sold out in five days after the first release of Genki Zi Shui. As the Chinese-style health water track begins to be focused on by the industry, 5 new brands will enter the game in 2023, and 10 players will enter in the first five months of 2024 alone.
According to the "2024 Insight Report on the Development Trend of China's Chinese Health Water Industry" released by the Prospective Industry Research Institute, from 2024 to 2028, Chinese health water will show explosive growth, with a compound annual growth rate of about 88.9% and a market size of about 10.8 billion yuan in 2028. It is expected that from 2024 to 2028, Chinese-style health water will gradually occupy the market share of sugar-free beverages, and it will replace more than 30% of the sugar-free beverage market in 2028.
Chengdu Daily Jinguan News Reporter Wu Qian Wang Liu Photography Wu Qian Wang Liu Editor-in-charge Luo Hao Editor Dai Aicen