This year, these beverage industry highlights have successfully "circled fans"

Under the epidemic, the new tea and bottled beverage industries are experiencing different "sorrows and joys"

Emotional value dominates choice

More and more consumers are beginning to realize that emotional values ​​often dominate their choices when purchasing a product

Making instant coffee three and a half times has subverted the thinking of Nestle and Maxwell

Three and a half meals of coffee is a bit like opening a blind box.

"Create your own outlet" in a single segment

This year, the most eye-catching track was Lemon Tea

Some media have summed it up as "if you can't catch up with the wind, you will create the wind yourself" - that is, the "super-segmented track": to further refine the consumer demand and find new opportunities in it

The 'healthy' label remains popular

This year, many brands have begun to increase their weight on healthy drinks, and with the entry of capital, health-care tea drinks have ushered in another wave of growth this year

Guangzhou brand PINTEA entered the market with the positioning of "sports tea", and set up a yoga sports area in the store, so that the girls with milk tea can have the novel experience of "drinking fruit tea while doing yoga"

It is not difficult to see that low-fat, refreshing and healthy tea is a new topic of tea that both consumers and capital are interested in

The same goes for bottled beverages

New-style tea "March" bottled

In November this year, Michelle Bingcheng Co.

In October last year, Nai Xue expressed through the official account that he planned to launch Nai Xue sparkling water and launch the Tmall flagship store

In addition, there are also media reports that Shanghai Chatian Catering Management Co.

　　Industry insiders believe that as the dividends of tea drinks gradually disappear, it will become more and more difficult to rely on product innovation alone or simply by opening stores to seize the market size in the future

　　In August this year, the "2021 Beverage Consumption Trend Insights" report released by the First Financial Business Data Center and Tmall showed that the beverage market reached 991.

　　With a market size of over one trillion yuan, the bottled beverage track is undoubtedly very attractive for new tea brands that are currently in a period of growth bottleneck and development confusion

　　(Comprehensive arrangement by Luo Chen)

"China Food News" (December 06, 2021 Edition 07)

(Editor in charge: Luo Chen)