The tea beverage industry is currently witnessing a fierce competition, with brands vying to highlight their healthy labels. Let’s explore the factors driving this trend:
Consumer Demand for Healthier Options:
Consumers are increasingly health-conscious, seeking beverages that align with their well-being.
Heytea’s recent focus on promoting a “healthy and light lifestyle” reflects this growing consumer demand.
Monk Fruit Sugar and Healthier Alternatives:
Consumers are willing to pay extra for healthier ingredients. For instance, 38% of Nayuki’s tea users choose to upgrade to “monk fruit sugar,” a sugar substitute sweetener1.
Despite the higher prices associated with healthy products, people prioritize their health when making purchasing decisions.
Nutritional Health Guidance in Shanghai:
Shanghai’s pilot program for “nutritional health guidance” involves brands like CHAGEE, Nayuki, Happy Lemon, and Hangzhou Leyuan.
These brands participate in the “nutritional selection” logo pilot, which helps consumers identify healthier options.
Industry Competition:
China boasts over 163 new-style tea drink brands, leading to intense competition.
Brands face challenges not only from within the tea industry but also from crossover players (e.g., dairy leader Yili Group and real estate enterprise Chongqing Dongyuan Industry).
To stay competitive, tea drink brands must explore innovative ways to reach consumers.
Peak of Competition in the Tea Drink Track:
The tea drink market has reached a saturation point in terms of business models, store locations, and pricing strategies.
In summary, the pursuit of healthier options, combined with industry competition, has prompted tea beverage brands to prioritize health marketing. As consumers increasingly seek well-being, brands are adapting to meet their preferences and stay ahead in the competitive landscape.
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