泡茶:无糖健康汽水的未来

哥本哈根泡茶公司正利用鸡尾酒文化的复兴

泡茶是现成茶类的一小部分,但随着它融入新的健康生活方式潮流,提供了风味的混合,吸引年轻消费者,随着创新型新玩家继续进入市场,起泡茶正抢占更多货架空间。作者:Nandini RoyChoudhury

从传统饮料到日常经营,从酿造完美的杯帕茶到快速爆发的即兴饮品(RTD)冷酿咖啡,从烈酒、啤酒到零酒精、零卡路里饮料——饮料行业不再像以前的自己。今天,非酒精饮料企业尤其在新的水平上运作,行业正在经历着巨大的转变。

Although the industry has reached a point of saturation, opportunities still abound for manufacturers that blend beverage products with bold innovations. With consumers moving towards nourishment and nutrient density and the anti-sugar movement continues to impact purchasing decisions, a step-change in innovation is needed if companies are to prosper.

As the war of innovation supremacy intensifies and consumer’s thirst for healthy and eco-friendly options increases, the concept of consuming tea as liquid is being challenged and the humble brew could see monumental changes in coming years. While tea is moving away from its liquid format to tea tablets, sprays and strips, sparkling tea is making waves in the industry, aligning with the better-for-you trend.

碳酸饮料(CSD)长期以来一直是饮料市场上的佼佼者。随着自动售货机的出现和消费者可选择的众多,CSD逐渐成为美国文化的主流,并逐渐在世界其他地区成为主流。然而,随着越来越多的消费者转向天然产品来改善他们的健康,而不是“假品”饮料,销售也在日益停滞。如今,起泡茶和天然甜味剂RTD茶正逐渐成为传统碳酸饮料的一大亮点。188bet亚洲

多年来,茶叶行业已经证明了一个巨大的目录,用于使用,变化和细微差别,起泡茶也不例外。在目前市场上,绿茶和草药茶的健康状况非常重要,起泡茶似乎在未来有了一个开端。这是一个新的高潮,消费者大量放弃CSD,趋势加快,制造商填补了对“fizz”需求的空白

Realising that merely aligning with the ‘no-sugar’ movement won’t suffice for maintaining a distinctive brand persona, manufacturers are working on novel ingredients that promote health or offer condition-specific claims.

Tapping into New Healthy Trends

Amidst the explosion of disruptive technologies in the global marketplace and worsening environmental conditions, the concept of conscious consumerism is increasingly growing in its relevance. Subsequently, growing importance of making informed consumer decisions has led to a proclivity for organic and plant-based foods and low/non-alcoholic beverages. A blend of different teas from organic tea gardens rather than grapes is currently attracting a large number of health-conscious tea aficionados. Moreover, organic, non-alcoholic sparkling tea is making waves in pairing with a breadth of dishes, from seafood to sweet desserts, against sparkling wine.

尽管微妙的变化和演进,酒精瑞玛ins a permissible indulgence and continues to feature in social occasions. With quality reaching an all-time high, the revival of cocktail culture, especially among millennials, is carving a new application space for sparkling tea. Key manufacturers such as Copenhagen Sparkling Tea are adding sparkling tea to gin into the bargain. Such innovations and formulations are giving the otherwise matured beverage market the buoyancy necessary to stay afloat and flourish.

Appealing to Consumers Long Term

Is the future of sparkling tea in the hands of value-driven millennial consumers? There is no doubt that consumer demands have always affected what the beverage market offers. Today, millennials’ proficiency with social media and the emergence of the Gen Z demographic as the main consumers of tomorrow’s products are prompting a strong need for manufacturers to become early adopters of trends and to stay relevant in the long term.

Riding on natural, low-to-no alcohol, no-sugar, and alternatives to soft drinks quotient, sparkling tea is bubbling as the right product for millennials and Gen Z consumers. However, winning these consumers as long-term customers requires more than offering value-added products; manufacturers will need to look at the bigger picture.

Personalised products and customised experiences are turning up as top preferences for modern-day consumers, in addition to putting more weight on value affirmation, authenticity, and connectedness. Therefore, manufacturers of sparkling tea will need to play with everything from naturalness and functional indulgence to sustainable packaging formats and distribution trends.

Winning Shelf Space and Mapping the Road Ahead

起泡茶类仍然是货架稳定茶段中非常小的一个子集。然而,茶创新者的黑桃工作正在为泡茶品牌的出现奠定了基础。Spritz泡茶于2019年12月推出,带来了两种新口味:一种是注入石榴、桃、柠檬味道的绿茶,另一种是具有番石榴、芒果、龙果味道的芙蓉茶。

随着起泡茶开始从瓶装水和CSD中赢得更多货架空间,桑德茶、闽娜泡茶、太阳黑皮、起泡冰等品牌,以及前述哥本哈根泡茶和斯普林茨泡茶等品牌,正努力在这个快速增长的细分市场上成为百万美元品牌。

  • Nandini Roy Choudhury是一位资深研究顾问,与未来市场洞察(FMI)合作,是一家全球市场研究和咨询公司。她一直在食品饮料、医药和化学领域为客户服务。目前,南迪尼是FMI食品饮料部门的领头羊,负责食品配料、食品创新和饮料等领域的研究项目。

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