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飞艇168开奖网网址|无糖饮料40年,都是品牌精心策划的阴谋



发布日期:2021-02-27 00:19:01 发布者:Admin5  点击率:

Summer often comes when the freezer is opened.

打开冷冻室时通常是夏天。

Take a few mouthfuls of Coke, and then cover your head to feel the "small pain" caused by the coolness. This is the happiness that belongs to summer alone. Before the high-temperature mode was turned on, businesses selling beverages and happiness had already launched fierce competition for the C position on the shelf.

取几口可乐,然后捂住头,以感受由凉爽引起的“小疼痛”。这是仅属于夏天的幸福。在开启高温模式之前,销售饮料和幸福的企业已经对货架上的C位置展开了激烈的竞争。

In the past, carbonated sugar water represented by Coca-Cola, with its pungent sweetness, could become a winning general. But as young people's tastes become more and more critical and more complex, the business of bottled beverages has become quite challenging.

过去,以可口可乐为代表的碳酸糖水具有辛辣的甜味,可能会成为制胜法宝。但是,随着年轻人的口味变得越来越重要,越来越复杂,瓶装饮料的业务也变得充满挑战。

Old-brand beverages such as Jianlibao, Wanglaoji, and Nutrition Express have all disappeared from sight, as if they were only worthy of being active in childhood memories. Instead of them as the new favorites of summer, freshly made tea represented by milk tea, as well as tea in packaged beverages and low-sugar and sugar-free carbonated beverages.

健力宝,王老吉和营养快车等老牌饮料都已经消失了,好像它们只值得活跃在童年的记忆中一样。代替它们成为夏季新宠的是,以奶茶为代表的新鲜茶,以及包装饮料中的茶以及低糖和无糖的碳酸饮料。

Paradoxically, while young people are keen on high-sugar and high-calorie milk tea, they also abandon sweet bottled beverages in favor of sugar-free and low-calorie products.

矛盾的是,当年轻人热衷于高糖和高热量的奶茶时,他们也放弃了瓶装甜饮料,而转向无糖,低热量的产品。

Have you thought about why this contradiction arises? What influences our choice of drinks? What kind of business is hidden behind this? In this issue, DT is here to uncover the secrets behind these "random" consumer choices.

您是否考虑过为什么会出现这种矛盾?什么影响我们选择的饮飞艇168开奖网网址料?这背后隐藏着什么样的业务?在本期杂志中,DT在这里揭示了这些“随机”消费者选择背后的秘密。

When we summarize the trend of beverages today, we can find that whether it is packaged tea beverages or carbonated beverages, it seems that only when low-sugar and no-sugar are indicated in the ingredient list can they have a chance to win favor.

当我们总结当今饮料的趋势时,我们会发现无论是包装茶饮料还是碳酸饮料,似乎只有在成分表中注明低糖和无糖时,它们才有机会赢得青睐。

Nowadays, the concepts of "sugar quit" and "sugar cut" that are popular on Weibo and Xiaohongshu have enabled some consumers to consciously reduce their sugar intake and regard it as the first step towards health. According to data from the China Business Industry Research Institute, under the trend of health, 80% of Chinese consumers now pay attention to the ingredients of food and beverages, especially the proportion of sugar in beverages.

如今,在微博和小红书上流行的“戒糖”和“切糖”的概念使一些消费者有意识地减少了糖的摄入,并将其视为迈向健康的第一步。根据中国商业产业研究院的数据,在健康趋势下,现在80%的中国消费者关注食品和饮料的成分,尤其是糖在饮料中的比例。

In a convenience store randomly selected in downtown Shanghai, a considerable amount of tea drinks and mineral water occupy a relatively central position on the shelf.

在上海市区随机选择的一家便利店中,大量茶饮料和矿泉水在货架上占据相对中心的位置。

Nowadays, the tea beverage market, which represents health, is very active, especially in countries with tea drinking habits. The Japanese beverage giant Itoen pointed out in the 2017 financial report that the share of tea beverages at that time exceeded 939 billion yen.

如今,代表健康的茶饮料市场非常活跃,尤其是在有茶饮习惯的国家。日本饮料巨头伊藤园在2017年财务报告中指出,当时茶饮料的份额超过了9390亿日元。

In addition to tea beverages, sugar-free carbonated beverages are also rapidly emerging. Family Mart’s China Commodity Department told DT Finance, “Family’s summer beverage SKU will still be mostly tea drinks and sugar-free carbonated beverages, and will continue to add new products to these two categories this summer.”

除茶饮料外,无糖碳酸饮料也在迅速兴起。 Family Mart中国商品部对DT Finance说:“家庭的夏季饮料SKU仍将主要是茶饮料和无糖碳酸饮料,并将在今年夏天继续为这两个类别添加新产品。”

In the eyes of convenience stores, what replaces the traditional Coke and Sprite in the front line of popularity is the new carbonated drinks, including soda water, fruity sparkling water and other products.

在便利店的眼中,取代传统可口可乐和雪碧在流行的最前线的是新型碳酸饮料,包括苏打水,果味苏打水和其他产品。

The entire market is emphasizing sugar-free and healthy from top to bottom, so consumers really lose interest in sugar?

整个市场从上至下都强调无糖,健康,因此消费者真的对糖失去了兴趣吗?

In the Douban group "Drinking Research Institute" with 110,000 members, we collected the most popular 157 posts in April. From the headings of these posts, we can see that milk tea and milk are still the most concerned drinks.

在拥有110,000名成员的豆瓣集团“饮料研究所”中,我们在4月收集了最受欢迎的157个帖子。从这些帖子的标题可以看出,奶茶和牛奶仍然是最受关注的饮料。

Most of the topics about beverages on the Internet also revolve around fresh tea. Internet celebrity brands such as Heytea, Lelecha, and Naixuenocha make high-sugar and high-calorie drinks, and they also create high-profile topics. For example, Succulent Yangmei rushed into the hot search list as soon as it went on the market, and it was still hard to find a cup within a few days after the sale.

互联网上有关饮料的大多数主题都围绕着鲜茶。诸如Heytea,Lelecha和Naixuenocha之类的互联网名人品牌制作高糖和高热量的饮料,它们还创造了备受关注的话题。例如,肉质的杨梅一上市便立即进入了热门搜索列表,在出售后几天内仍然很难找到一杯。

And the sugar and calories of a cup of succulent bayberry are comparable to traditional sugar water drinks.

一杯多汁的杨梅的糖和卡路里与传统的糖水饮料相当。

Carbonated sugar water with a bad reputation has often become the first "object of revolution" for consumers to move toward a healthy life. For the composition and sugar content of freshly made tea, young people often show the generosity of "of course choose to forgive TA".

信誉不佳的碳酸水经常成为消费者迈向健康生活的第一个“革命对象”。对于新鲜制茶的成分和含糖量,年轻人经常表现出“当然选择原谅TA”的慷慨态度。

How did this contradictory situation happen? What is the fundamental impact of people's attitudes towards sugar?

这种矛盾的情况是如何发生的?人们对糖的态度的根本影响是什么?

Just like the pursuit of healthy meals, it is difficult to determine when we started to be wary of sugar. When the daily diet was gradually surrounded by industrialized foods, people's fear of sugar also began to grow little by little.

就像追求健康的饮食一样,很难确定我们何时开始对糖保持警惕。当日常饮食逐渐被工业化食品包围时,人们对糖的恐惧也开始逐渐增长。

Industrial production has made sugar production and consumption increasing wildly, but people are gradually discovering that refined sugar brings many health risks, such as obesity, diabetes, and cardiovascular disease.

工业生产使食糖的生产和消费急剧增加,但是人们逐渐发现,精制糖带来许多健康风险,例如肥胖,糖尿病和心血管疾病。

Sugar reduction and sugar removal have long been the number one issue considered by diet giants. Coca-Cola launched its first sugar-free product as early as 1982-Diet Coke

减糖和除糖长期以来一直是饮食业巨头考虑的头号问题。可口可乐早在1982年就推出了首款无糖产品-Diet Coke

But at the same time, traditional carbonated beverages still account for a considerable part of the revenue of large companies. Regarding sugar-free cola, many consumers also questioned that it is not as good as the original cola.

但与此同时,传统的碳酸饮料仍占大公司收入的相当一部分。关于无糖可乐,许多消费者也质疑它不如原始可乐。

Finding and making better sweeteners is actually not an easy task. Big companies have spared no effort to launch a variety of low-sugar beverages and transform their classic formulas. Is it really out of consumers' health considerations? Is this a good deal?

寻找并制造更好的甜味剂实际上并非易事。大公司不遗余力地推出了各种低糖饮料,并改变了其经典配方。是否真的出于消费者的健康考虑?这很划算吗?

Actually,

其实,

In the pursuit of health today, low-sugar and sugar-free beverages can almost become the new face of these beverage giants, helping beverage giants continue to consolidate their market position in the following three aspects.

在追求健康的今天,低糖和无糖饮料几乎可以成为这些饮料巨头的新面孔,从而帮助饮料巨头在以下三个方面继续巩固其市场地位。

In 2016, Coca-Cola will use the slogan "Open Happiness

2016年,可口可乐将使用“开放幸福”的口号

This low-sugar, no-sugar strategy is successful. In fiscal year 2018 and fiscal year 2019, the sugar content of Coca-Cola carbonated beverages decreased by 1.7% and 4.0%, respectively, and sales increased by 1.6% and 2.2%.

这种低糖,无糖的策略是成功的。在2018财年和2019财年,可口可乐碳酸饮料的含糖量分别下降了1.7%和4.0%,销售额增长了1.6%和2.2%。

From 2017 to the present, Coca-Cola's four main product lines have increased in the Asia-Pacific region. The low-glycation strategy makes the carbonated beverage line with the thickest and most powerful family background become the best performer. The benefits of the product line expansion strategy are fully reflected here: the timely introduction of appropriate new products can promote overall sales growth.

从2017年至今,可口可乐在亚太地区的四大主要产品线均有增加。低糖化策略使具有最浓厚,最强大家庭背景的碳酸饮料系列成为性能最好的饮料系列。产品线扩展策略的好处充分体现在这里:及时推出合适的新产品可以促进整体销售增长。

Therefore, under the demonstration of large companies such as Coca-Cola and Pepsi, the trend of de-saccharification of packaged beverages has swept the world, including the domestic market. When all low-sugar and sugar-free beverages appear on the shelves, it is difficult for beverage manufacturers not to force themselves to keep up with global trends.

因此,在可口可乐和百事可乐等大公司的示范下,包装饮料去糖化的趋势席卷了全世界,包括国内市场。当所有低糖无糖饮料出现在货架上时,饮料制造商很难不强迫自己紧跟全球趋势。

This is why in recent years, it is almost difficult for us to see innovations other than low-sugar beverages. The sweet drinks developed by beverage companies more than ten years ago or even decades ago have gradually quieted down under the new wave. Even though the carbonated sugar water represented by the original Coca-Cola still has many fans, it can hardly represent a trend.

这就是为什么近年来,我们很难看到除低糖饮料以外的其他创新产品。饮料公司十多年前甚至几十年前开发的甜味饮料在新一波浪潮中已逐渐淡出人们的视线。尽管以原始可口可乐为代表的碳酸糖水仍然有很多粉丝,但它几乎不能代表一种趋势。

When the packaging beverage industry is in full swing, the popularity of ready-made tea has left us with a huge paradox.

当包装饮料行业如火如荼时,现成茶的流行使我们面临巨大的悖论。

In fact, the reason is quite simple.

实际上,原因很简单。

“If we don’t think about the eating habits of the collector’s ancestors, it’s hard to explain why we can’t resist the sweetest and most oily foods. They lived on the grasslands or in the forest, and high-calorie sweets were very rare. The supply will never exceed demand." Yuval Harari wrote in the book "A Brief History of Mankind".

“如果我们不考虑藏家祖先的饮食习惯,那么很难解释为什么我们不能抗拒最甜,最油腻的食物。他们生活在草原或森林中,高热量的糖果非常稀有。供应永远不会超过需求。”尤瓦尔·哈拉里(Yuval Harari)在《人类简史》一书中写道。

In fact, it is only the past few decades that human beings completely get rid of hunger. Memories of food shortages and famine remain in the human brain. Therefore, when we are faced with sweet foods that provide high calories like sugar, it is often difficult to resist.

实际上,仅在过去的几十年中,人类才完全摆脱了饥饿。食物短缺和饥荒的记忆仍然存在于人脑中。因此,当我们面对提供高热量的甜食(如糖)时,通常很难抵抗。

Mintel's research report pointed out that although consumers say they want to eat healthier, only 16% of people are really willing to spend a little more money on natural sugar substitutes when buying things. Compared with granulated sugar, sugar substitutes are more expensive, but their sweetness is often less satisfying than the latter. At the same time, many studies have questioned the health of low-sugar beverages——

Mintel的研究报告指出,尽管消费者表示他们想吃得更健康,但只有16%的人真正愿意在购买东西时花更多的钱购买天然糖替代品。与砂糖相比,糖替代品更昂贵,但其甜度往往不如后者。同时,许多研究质疑低糖饮料的健康-

Therefore, when we buy low-sugar drinks from convenience stores and supermarkets, we can easily fall into a kind of self-satisfaction of "I drink very healthy", and then turn around and be easily pleased by the freshly made tea with a lot of fruit and sugar. .

因此,当我们从便利店和超市购买低糖饮料时,我们很容易陷入一种“我喝得很健康”的自我满足感,然后转身对新鲜制成的茶很满意。水果和糖。 。

This does not seem to be a win-win situation for brands and consumers. We are obsessed with the "health fantasy" brought about by sugar-free, and at the same time, we can't help turning our love for sugar into the purchase of milk tea.

对于品牌和消费者来说,这似乎不是双赢的局面。我们痴迷于无糖带来的“健康幻想”,与此同时,我们不禁将对糖的热爱转化为购买奶茶。

"We didn't think about healthy meals before, because we think everything we eat is healthy." This sentence comes from a respondent in the 2009 documentary "Food Company".

“我们以前从未考虑过健康饮食,因为我们认为我们所吃的一切都是健康的。”这句话来自2009年纪录片《食品公司》中的一位受访者。

Faced with numerous choices, we don’t seem to be healthier. At the same time, we paid more to read the nutritional composition table, hoping to find products that seem to be healthy. And for unhealthy delicacies that can bring happiness, we are used to paying more for them.

面对众多选择,我们似乎并不健康。同时,我们花了更多钱来阅读营养成分表,以期找到看起来健康的产品。对于可以带来快乐的不健康美食,我们习惯为它们付出更多。

Can you have both health and happiness? This may be the biggest worry of modern people in diet. However, we need to be clear that no matter how beautiful the slogan is, the modern food industry obviously cannot solve this problem for us.

你能同时拥有健康和幸福吗?这可能是现代人饮食中最大的担忧。但是,我们需要明确的是,无论口号多么漂亮,现代食品行业显然都无法为我们解决这个问题。

What we should be wary of may not only be sugar.

我们应该警惕的不仅是糖。

Author | Ami

作者|一世

Editor | He Shuyao, Xiao Tang

editor | he Shu要, ξ AO tang

Design | Qi Zhen

design | Q i Z很

 
 
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