"Anti -sugar" wind blows into the tea drink "Health" and "Big Barrel" to become the first cup of milk tea keywords in autumn

Cover news reporter Zhang Yuexi

The beginning of autumn is the time to drink "the first cup of milk tea in autumn". On August 7, the reporter learned from Hungry and Meituan takeaway platform that this year's autumn is no longer favored by consumers is no longer high sugar, high -fat "sweet water". Health tea is more popular today. Under the influence of the trend of young groups "punk's health", this year's tea industry has transformed a significant "health" trend.

At the same time, "big bucket tea" became a traffic password, which was popular with major social platforms. The "big bucket" drink on the tea track has become an absolute "dark horse" this summer. Meituan takeaway data shows that the types of large buckets of tea products on the day of Lizhou increased by 254%year -on -year. In July this year, the sales of large barrels of tea rose 62%year -on -year. In large buckets of tea, fruit tea accounts for relatively high, reaching 80%of the total.

Oil mandarin and yellow peel continued to be hot

Oil and moisturizing demand is prominent

As a representative of the tea -shaved and dry tea, some tea -selling oil citrus and yellow peel sold in some tea brands last year continued to be welcomed in tea drinks this year. One week before the beginning of autumn, the consumption data of the hungry platform showed that the tea merchants who launched oil citrus and yellow peel products were 2.7 times and 1.5 times last year, and the yellow skin orders rose by about 80 % year -on -year. In addition, Bara, mulberry, bayberry, lychee, and lychee have also rose significantly. Many merchants this summer use "bayberry litchi drink" as the main product.

In addition to the fruits of fruits, the raw materials have more direct health characteristics of tea, which also attracts a lot of consumers in the Sanfu Tian. On the platform, the growth of tea drinks with lily, black sesame, rose, and Poria as the main raw materials has doubled from the same period last year. Green juice drinks and hawthorn drink orders have grown more than 5 times last year.

The trend of "more health" with tea raw materials has become the same. Consumers are now pursuing low -fat and low sugar when drinking milk tea. In order to meet the low -card needs of some anti -sugar -anti -beauty people, 0 California has also gained a lot of fans this year.

Data show that the growth trend of low sugar and sugar substitution this year is very significant in terms of supply side or consumption side: compared with the same period last year, the sales of low sugar milk tea increased by 2.5 times, and the number of merchants launched low sugar milk tea increased by 4.5 times. In addition, tea merchants with 0 cocoons have increased by more than double last year.

Capacity into tea drink flow password

Big bucket milk tea sales rose up

In addition to "health tea", "big bucket tea" has become a traffic password. It is understood that as of early August, on the Meituan takeaway platform, the tea brands have put more than 200 new fruit barrels. In addition to the common 1L bucket cups, individual large -capacity products can even be as high as 6 catties.

Taking the Meituan platform as an example, in the bucket of tea, the book also burned the "one bucket of fruit tea" of the fairy grass, the "bucket fruit 778", the "really sweet watermelon barrel" of Yifengtang, the "really sweet watermelon barrel" The big bucket products such as the "super -like watermelon barrel" of the Shanghai aunt fresh fruit tea and the "domineering bucket" launched by Naixue's tea were widely welcomed by users and became the "big sales households" in the big barrel tea this summer.

In fact, the milk tea bucket is not a new variety just appeared this year, but it has always appeared in the tea market with the image of niche and novelty. Consumers buying milk tea buckets mostly with a fun and early adopter mentality. The reason why the fruit tea barrel can stand out and quickly become popular in a lot of tea. Its high cost performance, healthy and refreshing taste, and the social platform communication attributes of the two -sharing sharing check -in can be described.

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