消費(fèi)者日益提高的健康意識(shí)助力無糖茶葉市場(chǎng)發(fā)展

Buoyed by the consumption upgrade and rising consumer awareness in healthcare, China's sugar-free tea market is expected to embrace a surge of development.

在北京的一家便利店，貨架上整齊地?cái)[放著茉莉花茶、烏龍茶和綠茶等無糖即飲茶飲料，價(jià)格從4元到10元不等，這讓32歲的辦公室文員王萬清目瞪口呆。

In a convenience store in Beijing, the stock of sugar-free ready-to-drink (RTD) tea products in flavors such as jasmine, oolong and green tea with prices varying from 4 yuan (57 cents) to 10 yuan sit tidily on the shelf, which dazzled Wang Wanqing, a 32-year-old office clerk.

她說：“我每個(gè)月大約花200元購買無糖茶。調(diào)味飲料不像奶茶那樣甜，但它們有自己獨(dú)特的味道，也有助于我減肥。”

"I spend around 200 yuan per month on sugar-free teas. The flavored beverages are not as sweet as milk tea, but they have their own unique flavor and they help make my pants become looser," Wang said.

根據(jù)北京市場(chǎng)咨詢公司“易觀”（Analysys）最近的一份報(bào)告稱，隨著可支配收入的增加和消費(fèi)群體的變化，健康和營(yíng)養(yǎng)已成為消費(fèi)者的主要考慮因素。

According to a recent report by Beijing-based market consultancy Analysys, with the rise in disposable incomes and the variation of consumer groups, health and nutrition has become a major consideration for consumers.

報(bào)告還說，90后和00后一代正在成為主要的消費(fèi)群體，他們?yōu)楦】档纳罘绞交ㄙM(fèi)更多，推動(dòng)了該行業(yè)的消費(fèi)趨勢(shì)。

The report also said the post-90s and post-00s generations, who are becoming the major consumer groups, are paying more for healthier lifestyles, boosting the consumption trend in the sector.

根據(jù)國(guó)家衛(wèi)生健康委員會(huì)的數(shù)據(jù)，到2030年，中國(guó)糖尿病人口可能達(dá)到1.64億。

According to the National Health Commission, China's diabetic population may reach 164 million by 2030.

易觀（Analysys）零售業(yè)分析師李新義表示：“一方面，糖尿病人口的不斷增長(zhǎng)讓年輕人有所警覺；另一方面，這些消費(fèi)者普遍喜歡甜味，這使無糖茶飲料市場(chǎng)有著巨大市場(chǎng)需求?！薄?

"On one hand, younger generations are alerted to the expanding diabetic population; on the other hand, 'addiction to sweet flavor' is common among such consumers, which as a result spurs huge market demand for the sugar-free tea beverage market," said Li Xinyi, an analyst in retail with Analysys.

在過去五年中，中國(guó)茶飲料市場(chǎng)的增長(zhǎng)放緩，年增長(zhǎng)率僅為3%。然而，無糖茶飲料行業(yè)的銷售額一直在攀升，年增長(zhǎng)率超過20%。

In the past five years, the growth of China's tea beverage market has slowed down, with only a 3 percent compound annual growth rate. However, that of the sugar-free tea beverage sector has been climbing, with the figure surpassing 20 percent.

根據(jù)沙利文（Frost&Sullivan）市場(chǎng)研究公司的報(bào)告，2014年，無糖茶飲料僅占茶飲料市場(chǎng)總額的1.5%。2019年，這一比例飆升至5.2%，預(yù)計(jì)到2024年將繼續(xù)增長(zhǎng)至12.3%。

According to a report from market research company Frost & Sullivan, sugar-free teas took up only 1.5 percent of the total tea beverage market in 2014. The ratio surged to 5.2 percent in 2019 and is expected to continue to grow to 12.3 percent by 2024.

“無糖茶飲料正在取代含糖茶飲料，成為中國(guó)茶飲料市場(chǎng)的新推進(jìn)器?！?

"Sugar-free tea drinks are taking over those with sugar to become a new propeller of China's tea beverage market," Li said.

易觀報(bào)告還表示，目前，中國(guó)無糖茶飲料市場(chǎng)主要由國(guó)內(nèi)知名品牌、新合并的本土品牌和跨國(guó)公司主導(dǎo)，國(guó)內(nèi)企業(yè)的市場(chǎng)份額不斷增加。

The Analysys report also said that currently, China's sugar-free tea beverage market is mainly dominated by well-known domestic brands, newly merged homegrown brands and multinational corporations, with domestic players taking increasing market share.

中國(guó)最大的瓶裝水生產(chǎn)商之一的農(nóng)夫山泉，正利用無糖茶飲料需求激增的機(jī)會(huì)作為新的增長(zhǎng)引擎。根據(jù)該公司上半年的財(cái)務(wù)報(bào)告，其茶飲料行業(yè)的銷售收入同比增長(zhǎng)51.6%，達(dá)到33億元。

Nongfu Spring, one of China's largest bottled water producers, is taking advantage of the demand surge for sugar-free tea beverages as a new growth engine. According to the company's fiscal report for the first half of the year, sales revenue of its tea beverage sector surged 51.6 percent year-on-year to 3.3 billion yuan.

具體而言，市場(chǎng)研究公司尼爾森（Nielsen）的一份報(bào)告顯示，在過去的12個(gè)月里，農(nóng)夫山泉旗下的無糖茶品牌，“東方樹葉”茶飲料的銷售額年增長(zhǎng)70%，而中國(guó)即飲茶市場(chǎng)的總體增長(zhǎng)率僅為0.8%。

Specifically, a Nielsen report showed that in the past 12 months, Oriental Leaf Tea Drink, a sugar-free tea brand under Nongfu Spring, reported a sales increase of 70 percent year-on-year, while the overall growth rate of China's RTD tea market was merely 0.8 percent.

尼爾森（Nielsen）的報(bào)告稱，上半年，在“東方樹葉”的推動(dòng)下，無糖茶飲料市場(chǎng)已成為唯一實(shí)現(xiàn)正增長(zhǎng)的即飲茶市場(chǎng)。

In the first half, driven by Oriental Leaf Tea, the sugar-free tea beverage market has become the only segmented RTD tea sector that realized positive growth, Nielsen's report said.

農(nóng)夫山泉表示，早在2010年，它就預(yù)測(cè)了“東方樹葉”品牌的指數(shù)增長(zhǎng)。2011年，當(dāng)該品牌推出時(shí)，市場(chǎng)上幾乎沒有無糖茶產(chǎn)品。根據(jù)對(duì)市場(chǎng)趨勢(shì)的初步分析，該公司決定利用先進(jìn)的加工技術(shù)和去除防腐劑的做法，深入研究無糖茶行業(yè)。

Nongfu Spring said that as early as 2010, it had forecast the exponential growth of Oriental Leaf Tea. In 2011, when the sub-brand was launched, there were hardly any sugar-free tea products on the market. Based on the preliminary analysis of the market trend, the company decided to plow deeply into the sector by using advanced processing technology and getting rid of preservatives.

近年來的消費(fèi)升級(jí)證明了農(nóng)夫山泉的預(yù)測(cè)。尼爾森（Nielsen）表示，2019年，“東方樹葉”的銷售收入激增28.9%。在2021年，銷售收入翻了一番。

The consumption upgrade in recent years is a testament to Nongfu Spring's prediction. In 2019, sales revenue of Oriental Leaf Tea surged by 28.9 percent, and in 2021, sales revenue doubled, Nielsen said.

北京飲料生產(chǎn)商“元?dú)馍帧币沧⒁獾搅藷o糖飲料行業(yè)的趨勢(shì)，推出了自己的即飲茶系列產(chǎn)品，包括無糖玉米須茶、無糖桑葉茶和杭白菊花茶。

Genki Forest, a Beijing-based beverage maker, also noticed the trend in the sugar-free beverage sector and launched its own RTD tea series, including corn silk, mulberry and chrysanthemum.

易觀（Analysys）表示，“中國(guó)目前正處于無糖茶飲料市場(chǎng)的關(guān)鍵轉(zhuǎn)折點(diǎn)。”。

"China is currently at the critical breaking point of the sugar-free tea beverage market," Analysys said.

據(jù)零點(diǎn)咨詢公司（Dataway）稱，到2025年，中國(guó)大陸無糖茶飲料市場(chǎng)規(guī)模預(yù)計(jì)將超過100億元。

According to consultancy Dataway, by 2025, the sugar-free tea beverage market size in the Chinese mainland is expected to surpass 10 billion yuan.

無糖趨勢(shì)預(yù)計(jì)將從一線城市擴(kuò)展到較小的城市，并吸引更多的消費(fèi)群體。

The non-sugar trend is expected to expand from first-tier cities to smaller cities and attract more consumer groups.

本文章刊于10月《茶世界》488期

作者：ZHENG YIRAN | China Daily

翻譯：于英杰

來源：茶世界，信息貴在分享，如涉及版權(quán)問題請(qǐng)聯(lián)系刪除