Recently, Tongrentang launched Ma Zhi Healthy and Nourishing Milk Tea Shop to promote a new round of diners to take photos and punch in. Licorice latte, Lycium barbarum latte, Siraitia grosvenorii American tea, Sydney cucumber linden honey tea, pineapple old beer tea ... all kinds of novel health tea and health coffee are impressively listed, among which the most popular one is "Lycium barbarum latte". At the same time, there are traditional Chinese medicine nourishing stew and health porridge.
At this point, Tongrentang, which has been in the big health industry, has also crossed the border into tea. Has spring come, a functional tea with health-preserving and nourishing as its main function?
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After 90, it is good to keep healthy, and health tea is the favorite.
CBNData's latest report on the trend of young people's health consumption shows that people's attention to "physical health" is as high as 95%, ranking first. In view of the decline of health status, the post-90 s have a positive attitude towards health preservation. 48% of the respondents said that they have started or are ready to start action, and 9% of the respondents said that keeping in good health has become a habit.
Report on the trend of young people's healthy consumption
"Soaking Lycium barbarum in a thermos cup" seems to be the normal life of health punk. According to the report of CBNData's "New Food Shangism", the most consumed health tonic after 1990s is health tea, followed by medlar and honey.
With the increasing popularity of "health tea", drinking tea has entered the era of function 2.0. Tea, as a traditional drink in China, has been reborn through various ready-to-drink forms. Instant tea entered the food industry in 1980s. According to Ipsos' interpretation of the innovation trend of packaged ready-to-drink tea in 2020, Ito En introduced the world's first canned oolong tea and fried tea in 1980s. In today's diversified consumer tastes, 465,438+0% of ready-to-drink tea has played an innovative role through "more efficacy".
Report on the trend of young people's healthy consumption
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Play a function, this tea war (packaging tea)
Note: According to Chinese regulations, ordinary food cannot claim its function. For foreign foods with functional claims, only an objective description is made.
Herbal mixed tea can increase the function of tea and bring richer taste. Lipton's teabags and Csabanyi's probiotic teas are betting on this new track.
1) Lipton Health Series
Lipton launched a series of health teas under the health category. Lipton supports herbal tea based on green tea every day, and mixes herbs rich in VC: turmeric, echinacea and ginger, which helps the body's natural defense, and adds orange essential oil to improve the taste of the product. Lipton Happy Sleeping Herbal Tea is also based on green tea, which contains no caffeine and adds chamomile, mint and orange peel. Lipton Detoxification Tea is based on green tea and contains dandelion, nettle, grapefruit and mixed grapefruit essential oil.
2) purplish tea
Objective Purple tea recently won the Pepsi Stacy Rise Award. It was named "Purpose" because its founder had a social purpose-to help women tea pickers in Kenya. Objective Purple tea is different from ordinary tea. It uses a unique super tea variety in Kenya, which is rich in antioxidant anthocyanins and low in caffeine.
3)Chobani probiotic cherry rose eggplant tea
Chobani probiotic is the first plant functional beverage introduced by Chobani, and one of its new products includes cherry roselle tea. The cherry rose tea tree drink launched this time contains real juice, cherry rose tea ingredients and billions of probiotics, with 80 calories per bottle.
4) Japanese bubble tea
Japanese tea from American tea merchants &; Botanicals expanded its product portfolio and introduced Japanese herbal bubble tea. There are currently six flavors in this series: black lemon flavor, dandelion &; Ginger, grapefruit, papaya, Patagonian raspberry, Schisandra chinensis and turmeric saffron. Each beverage in this series has a unique "health care function" and contains no powder, extract or extra sugar. The new series will be launched in the United States in April.
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Play China Nourish, this tea fight (making tea now)
Besides turmeric, mint and other herbs, China nourishes Lycium barbarum, longan and grain, which are also the highlights of the combination of tea and health slogan.
The most common medlar and jujube are the common milk tea CP partners of existing tea. Coco, for example, has launched wine-brewed wolfberry bubble tea and wine-brewed longan red jujube milk tea, focusing on nourishing.
This year, Auntie Shanghai launched a series of five-grain tea, including red bean milk tea with glutinous rice and glutinous rice with blood, which was promoted to order TOP5 as soon as it was launched. There are also cereal bricks and strawberry yogurt. The cereal bricks are tea jelly made of highland barley oats and added to the tea soup.
In Shanghai, besides chatting with aunts, there is also a dark horse milk tea shop-Feng Chun Health Tea. Similar to the concept of functional tea, Feng Chun Health Tea has added herbs to the tea. Ginseng, kudzuvine root, bird's nest, Siraitia grosvenorii and honeysuckle are all commonly used raw materials, and health-care functions such as losing weight, caring skin and helping digestion are added to the drink. It is reported that products such as royal jelly staying up late to replenish water and green juice scraping oil and water have become the explosion rate of 30% in the store because of their own topics and communication attributes.
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In the tea market, there is never a shortage of explosions. Today, consumers are paying more and more attention to health care and nourishing. Tea will focus on "function" and "health care" to open up a new track, and at the same time realize differentiation among a number of cheese and fruit tea drinks.
Looking abroad, Lipton and Ning Chuan, the tea bosses, have entered the functional tea market, and more brands will enter in the future. We will wait and see.