Subdivision track and packaging innovation have become a new trend in the development of electrolyte beverages

In the post-epidemic era, health is a "just need"

Why are electrolyte drinks so fragrant?

In recent years, domestic brands of functional beverages have developed strongly and gradually impacted the status of "international giants".

The data shows that among the various categories of beverage products on Tmall, functional beverage beverages are the high-growth category under the beverage category, with a growth rate of up to 38%; and electrolyte beverages are a high-growth track for functional beverage beverages, with a growth rate of up to 225%.

Electrolyte drinks are out of the circle, and the core lies in their health attributes and ingredients with multiple functions

Who is the real "traffic password"?

Under the rapid development of electrolyte beverages, how should brands exert their efforts?

The new white-collar workers, senior middle-class and generation Z are the main consumers of electrolyte drinks, accounting for 59% of consumption; women and small town markets have become "new forces"

Ingredients are King The ingredients in electrolyte drinks can achieve the effect of "sports supplementation", which is the core demand of consumers to buy electrolyte drinks

Diversified scenarios for fitness groups are the main audience for electrolyte drinks.

Create a "map" of product flavors Electrolyte beverages with different flavors have different audience distributions, showing an obvious trend of regionalization and crowdization

Where is the next outlet?

At present, new overseas forces have begun to accelerate market development, and continue to develop multiple subdivisions for new groups, new functions, and new scenarios

The epidemic has repeatedly made sustainable development a hot topic, inspiring consumers to pursue greener and healthier products

From the electrolyte drink 1.

　　(Luo Chen)

　　"China Food News" (May 16, 2022 Edition 07)

　　(Editor in charge: Luo Chen Gao Jiaodi)