Summer hydrophobic freshwinds, electrolyte drinks, sales increased significantly

Some time ago, Liu Genghong detonated the continuous fitness boom. At the same time, high temperature weather ushered in many places in the country. Under the influence of multiple factors, more and more consumers are aware of the importance of supplementing electrolytes. The sales of functional drinks have ushered in growth, which has also attracted many beverage head -headed companies to enter the game. New functional beverage on the market is frequent.

What kind of "magic power" does electrolyte drink have attracted many consumers to buy? The "2022 electrolyte drinking trend report" released by Tmall New Product Innovation Center shows that electrolyte drinks have become high -growth tracks for functional drinks. With its 225%sales growth rate, it surpassed energy drinks and vitamin beverages in one fell swoop and became water. New wind on the track. At the same time, this year's vitality forest disclosed the performance of its alien brand for the first time. The monthly sales of electrolytes exceeded 100 million yuan in a single month in the first quarter of this year, 2.5 times the same period last year.

On July 26, the author visited the Jinquan Plaza Store in Yonghui Supermarket, Chaoyang District, Beijing, and saw that there are a variety of electrolyte drinks on functional beverage shelves. Nongfu Spring, Pepsi, and vitality forests have launched New products of electrolyte drinks. Many new products have attracted a lot of consumers who like early adopters. "I am a 'drink control', and I am willing to try new products. This year, I launched a lot of new electrolyte drinks in the market, and I have to" try something to taste "." Ms. Li, who is buying drinks, said. During the visit, the author learned that in addition to the "beverage control" that likes early adopters like Ms. Li, there are not a few customers who use healthy hydration as the purpose of consumption. "I am accustomed to a bottle of electrolyte drinks after exercise, especially after running a lot of sweat after running. You must replenish water and electrolytes in time. Now many new drinks use sweeteners to replace sucrose, which can not only meet my taste needs, but also don't worry about It affects the effect of fat loss, "said Mr. Wang, consumer. The reporters found that most of the outsourcing of these products use "no burden", "low sugar", "0 fat" and "easy absorption" as the selling point to fully meet the consumer needs of people in fitness and weight loss.

Zhao Tianyu, deputy chief physician of the Department of Traditional Chinese Medicine of China -Japan Friendship Hospital, said that electrolyte drinks can usually play a role in correcting electrolytes and can improve adverse symptoms caused by imbalances in the inferior electrolyte ratio. At the same time, electrolyte drinks can also achieve hydration. Among them, some products also contain nutrients such as vitamin C and vitamin B, which can supplement the energy required for human metabolism. However, consumers should avoid excessive drinking for a long time, otherwise they may increase the burden on the liver and kidneys and affect the health of the body.

Although the electrolyte beverage market is in full swing, the author learns that most of the electrolyte drinks on the market are basically implementing corporate standards and lacking unified standard supervision. The author found that in May this year, the China Food Industry Association issued the "Notice on Soliciting Opinions on the Group Standard Standard Plan" on the official website. Although there is a classification of electrolyte drinks under the category, there is no national standard for electrolyte drinks.

In this regard, industry insiders pointed out that the development of electrolyte beverages is still in its infancy, but with the development of the entire category market, consumers have gradually increased their market awareness. Assure.

Wen | Zhang Runze

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