The "punk health" group loves "staying up late for water"

"Goji berries in a thermos" and "Coke with Codonopsis" are no longer popular, and ginseng has become a new choice for young people.

Over 300 million Chinese suffer from sleep disorders

The "2021 White Paper on Exercise and Sleep" shows that currently more than 300 million people in China have sleep disorders, and many people actually have the problem of "not sleeping well" every day

With the rapid development of society, various pressures have also begun to affect people's sleep

The pace of life and work continues to accelerate, and problems such as overtime, staying up late, and irregular work and rest are constantly emerging among young people.

"staying up late" became popular on social media

Following the popularity of health-preserving methods such as "goji berry in a thermos cup" and "adding ginger in a cola can", late-night food featuring "a whole root of staying up late water" containing a whole ginseng has been favored by young people

Some consumers said that the name of "a whole stick of staying up late water" is attractive, and the reason for their recommendation: the drink contains a whole stick of ginseng, which looks very nourishing

The reason why many young people like this drink so much is that on the one hand, a bottle of drink contains a root of ginseng, which is also the origin of the product name "one whole root", and ginseng has always been regarded as a traditional tonic.

Regarding the popularity of "a whole stick of staying up late water", national first-level nutritionist Li Jiaxian analyzed that from a nutritional point of view, "a whole stick of staying up late water" captures people's "compensatory psychology"

In response to the effect of "a whole root of water for staying up late", Li Jiaxian said that ginseng is a natural food after all, especially in the case of many young people in modern life who are not drinking enough water, they can add more water, which is a plus point; , Cold-brewed drinks can retain relatively more active substances, and cold-brewed ginseng will include active saponins, enzymes and other ingredients

The popularity of "staying up all night with water" is just a microcosm of the "punk health" market

Product commercial gimmick or higher than practical value

Nowadays, the huge group of staying up late among teenagers is eagerly looking for a dose of "staying up placebo".

"Stay up late water" is not a new category, the concept has existed for a long time

Most of young people's purchase of "staying up water" is still based on online social needs and seeking some spiritual comfort after staying up late

But whether it is "staying up late water", "aunt drink" or "fairy water", from the ingredients list, these products are dominated by the nourishing concept of Chinese health tea

Industry insiders said that ginseng, as a traditional tonic, does have the effect of relieving fatigue and boosting spirits, but in the eyes of professionals in ginseng planting and processing, only those ginseng aged over 20 or 30 years can play a role.

Many brands use scenario thinking to analyze the evolution of consumption in depth, establish communication with consumers through consumption scenarios, use figurative scenarios to trigger user pain points, and finally form better conversion effects, such as staying up late scenarios

Industry insiders believe that with the proliferation of the Internet ecosystem, consumers' consumption of nutrition and health products will become more rational, and the nutrition and health market will increasingly become life-oriented and scientific
.
Faced with the background of diversified healthy consumption, enterprises need to innovate with a more scientific attitude, strictly adhere to a scientific attitude, provide consumers with correct product cognition, and guide consumers to have a healthy lifestyle
.

(Comprehensive by Zhu Meiqiao)

"China Food News" (version 06, June 22, 2022)

(Editor-in-charge: Zhu Meiqiao)