For this generation of young people, the new tea drink has been extended into a new type of emotional "regulator" and exquisite life "label", emo, come to a cup of milk tea, put on a dense milk cap, rich taste, large fruits, very creative appearance, emotional value full.
But recently, there has been a new change in the direction of the market. It is foreseeable that with consumers paying more and more attention to health, the future of new tea drinks will be popular, delicious and emotional value is far from enough, and health burden reduction will become a new keyword. How to find the optimal solution in taste, emotional value, and health will inevitably become a new topic that new tea brands need to face in the next period of time. According to the "2023 Plant-based New Tea Drinks*** The use of more refreshing and lighter natural raw materials is the core idea of the health upgrade of new tea drinks, and one of the typical trends is the health upgrade of "milk base". The upstream raw material merchants also responded very quickly, and foodaily paid attention to the fact that the upstream dairy products of the tea industry, Hairong Technology, recently launched the catering "4 0" series of milk-based products, focusing on the characteristics of 0 non-dairy creamer, 0 creamer, 0 hydrogenated oil, and 0 trans fat, to meet the needs of new tea brands and consumers for health and light burden. The change in the demands of young consumers, how to tell the story of the second half of the new tea drink?Under the idea of refreshing and burden-free health, how should the brand be upgraded?What is the next solution for the layout of a healthy new tea drink track?What consumer pain points and problems does Hairong Technology's "4 0s" series solve?1
The new tea drink rolls up a health storm, and it is far from enough to be delicious!
Following the joint name of roll small material, roll fruit, roll **, and roll co-brand, now the new tea beverage industry has begun to "roll" health. In August this year, Bawang Tea Ji announced the first batch of 6 product heat meters, as long as you enter the name of the corresponding product in the Bawang Tea Ji *** dialog box, you can get the ID card of this product, in the product ID card, consumers can very intuitively know the caloric value of each cup of product with different specifications and combinations, as well as the content value of trace elements, and can also clearly understand the origin, process and flavor of each product. In order to allow consumers to have more initiative and provide consumers with healthier product choices, a low-burden sugar control zone has also been launched on store menus, ordering mini programs and other channels. 
Source: Bawang Tea In October, Heytea announced that it would disclose the traceability information of the formula raw materials, nutritional ingredients and true quality raw materials of all products on sale, open the formula in the mini program, and randomly select a product, from raw material formula, nutrition to calories at a glance. 
Source: Heytea For a time, many brands in the industry, such as Shuyi Burning Fairy Grass, Tea Baidao, Coco Duke, Gu Ming and other brands, have begun to create health concepts, and label themselves with health labels through transparent ingredients and the selection of real tea and real fruits, so as to accelerate the healthy upgrading of tea drinks. The same is true for the coffee circuit. Many brands such as Luckin, Cudi, TIMS Tianhao Coffee, and Nova Coffee have also emphasized that related products are healthier and less burdensome. In fact, looking back on the trend of new tea drink products that have become popular in the past year, it is revealed that new tea drinks are gradually developing in the direction of "becoming lighter" with a healthy and fresh taste. Whether it is the bamboo of 100% tea, the boya of Bawang Tea, or the announcement of sugar reduction by Tea Baidao, it is not difficult to find that in terms of devoting themselves to making "healthy tea products", tea brands are insisting on "subtraction" and "addition" for health. By making "original leaf fresh milk tea" with no small ingredients and more fragrant refreshing and non-greasy tea, it meets the taste trend of "refreshing and not greasy" of consumers and achieves the product characteristics of "low burden". The entire street beverage track brand has set off a wave of health competition, clean label, reducing additives, and pursuing naturalness have become a new direction for the industry. Why is this change happening?Foodaily summarizes the reasons for this from an industry and consumer perspective. 1. From the perspective of the industry, the new tea drink has gone through the stage of fighting "concept" and entered the second half of the competition, and the brand needs to start competing for products, research and development, and the hard power of the first chain. According to the "Panorama of China's New Tea Industry in 2023", the total number of new tea beverage stores in the industry at the end of 2022 will be about 4860,000, up from 37 at the end of 202080,000, an increase of more than 28%;For new tea brands, to create attractiveness, we cannot only rely on marketing to homogenize the concept, but also need to recognize and consider what the real needs of consumers are and how R&D and innovation can help. 2. From the perspective of consumers, in recent years, consumers have paid more and more attention to healthy and light diets, and have become ingredient parties, paying more and more attention to the specific ingredients of food, such as calories, fat, protein and other subtle indicators. In 2023, the average monthly search volume of light food-related ** on Douyin e-commerce about "0 sugar", "low calorie", "low fat" and so on has exceeded 400,000. According to the "2023 Douyin E-commerce Healthy Light Food Trend Report", the scale of China's low-fat, low-salt and low-sugar food market has reached 31.2 billion yuan in 2022 and will continue to grow in the future, with an estimated scale of 51.2 billion yuan in 2026. These demands for health are also reflected in the reduction of consumption and intake of milk tea. For a long time, consumers' cognitive biases and labels of "milk tea is unhealthy" have been hanging over the heads of new tea brands like a dark cloud. iiMedia Consulting conducted a survey, ** Chinese consumers reduce the number of times of consumption of new tea drinks, 49% of consumers think it's unhealthy for the body, and 422% of consumers believe that they will gain weight, and health has become the main demand of consumers when buying new tea drinks. 
Source: iiMedia Consulting Specifically, consumers' anxiety and worries about the health of milk tea are mainly due to the high sugar, high calorie, creamer, non-dairy creamer and trans fatty acids in milk tea. However, there is a key difficulty in the health of new tea drinks, that is, it is not just a simple addition or subtraction, but the need to maintain the existing delicious and first-class attributes. The consequence of this is often that the taste experience that initially attracted consumers to indulge in the taste is diluted. On social networking, many netizens shared the experience of drinking sugar-free and healthy milk tea, even if the young group's spiritual demand for new tea drinks has gradually evolved from high-value products to body management, health and health preservation, but it does not mean that consumers only pay attention to health, adults are of course healthy, delicious, and emotional value. Looking back at the development process of new tea drinks in China, you will find that for more than ten years, from the real materials of real tea and real fruits, to the reduction of sugar, fat, and non-dairy fat, the product iteration of new tea drinks has been based on health and quality. Emotional value is both, but in the face of consumers' discerning needs, how to find a new balance between the three is both a business opportunity and a huge challenge for major new tea brands. 2
Behind the appeal of the new tea drink and the light burden, a new popular idea is coming
How to make a good drink healthy and delicious, and make consumers willing to pay for it, different brands have different entry paths. Taking Shuyi burning fairy grass as an example, according to the person in charge of brand product research and development, the plant-based new tea drink "Orange Manshan Flower Tea" is a product developed after dozens of different flavors, and the aroma is used as the core of the product in the research and development process, with the fragrance of camellia and the taste of orange to match with oat milk, the fruity, wheat and tea fragrance are balanced and integrated, the taste is layered, refreshing and not greasy, and the product packaging is also very brilliant, only 10 days after it was launched, and the sales of single products have exceeded one million. 
Source: The book also burns fairy grass to sum up, there is this popular idea. 1. Natural, healthy, and real materials are the biggest nirvanaIn the early days, the raw materials of tea drinks were mainly blended with tea powder and creamer, supplemented by synthetic additives and artificial colors to provide flavor and color, which could be directly blended with water, and the main customers were young consumer groups represented by students. In the following nearly 10 years, milk tea has gradually enriched its taste, and began to use tea residue as the base, still using creamer to concoct, with a rich taste and low costSince 2016, the raw materials of the new tea drink have pursued diversification and high standards, paying more attention to the selection of raw materials and the refinement of processing technology, using fresh tea and real fruit. From this level, the research on the "preservation" of natural raw materials has become the internal strength of each brand. For example, various brands have rolled up the planting base upstream. In the choice of sugar, natural sugars such as monk fruit and stevia are added to the product formula by Nai Xue's tea and Hey Tea. In the upgrading of milk base, natural plant-based raw materials such as oats, almonds, and rice milk have also become a new choice for milk base. 2. More detailed subtraction, from sugar and fat to non-dairy creamer and creamerIn terms of subtraction, the main theme of the health upgrade of the new tea drink has been more detailed and professional. In the early days, when the healthy wind first blew, "sugar reduction" was the core appeal, and people's attention to the health of milk tea was mainly to reduce sugar and reduce the burden. With the rise of people's awareness of healthy consumption and the gradual development of new tea drinks in the direction of refinement, people have begun to pay attention to unhealthy ingredients such as non-dairy creamer, creamer and trans fat while paying attention to sugar reduction and low fat. In a series of actions to strengthen the health of tea brands, it can be seen that trans fatty acids, non-dairy creamer, and creamer are all high-frequency keywords that are closely watched by consumers and rejected by brands outside the product. 
Source: Mo yogurt, Bawang tea Ji, Shuyi burnt fairy grass3. Create new flavors and tastes with memory pointsMeeting the taste and health needs of young consumers, and creating a taste with characteristics and memory points is the key direction of each new tea brand. For example, this year's popular idea is to make the taste lighter, and consumers now want to drink milk tea more purely "drinking", and the main refreshing and light-burden tea has become popular. In addition, the emergence of new plant-based tea drinks, which highlight the freshness and health, has also brought new product options to the market. Plant-based protein has the advantages of zero lactose, zero cholesterol, more dietary fiber, etc., and is more refreshing to drink. According to the data of the "2022 China Beverage Industry Product Report", the new trend of plant-based protein dairy products represented by oat milk, coconut milk, soy milk, etc. is highlighted. According to the statistics of the plant-based protein dairy products used by sampled tea brands in 2021, 170 coconut milk, 31 oat milk, and 2 soybean milk are used, and the market share is still growing. 
**The chain is soaring, and the healthy involution of new tea drinks will eventually return to the competition of raw materials
According to A.T. Kearney's statistics, major ready-made beverage brands will launch a new product every 5-8 days on average in 2022, and it is not easy for each product to achieve a balance between health and deliciousness. In the final analysis, the healthy involution of new tea drinks will eventually return to the competition of product solutions. This year, brands with R&D strength have begun to invest in raw materials and first-class chain ports, and will focus on the upgrading of milk substrates that can help both health and taste, such as the official announcement of Bawang Tea Ji to launch "Bing Bolan", and Heytea to launch "New Tea Drink Special Milk". However, not all new tea entrepreneurs have the confidence and strength to invest heavily in R&D and the first chain port, and products that can solve problems need to appear on the raw material side. The upstream wind direction is also very sensitive. As a major dairy product supplier in the upstream of the tea beverage industry, Hairong Technology took the lead in laying out its product line and recently launched the "4 0s" series of milk base upgrade products, including 0 non-dairy creamer, 0 creamer, 0 hydrogenated oil and 0 trans fat, including Hairong Zhen Light Milk, Hairong Beverage Concentrated Cream and Hairong Mellow Milk Base, to better serve the health upgrade experience of new tea brands and consumers. What are the characteristics of Hairong Technology's solution?What are the insights?How to meet the health upgrade of the brand?We're all about it. 
Source: Hairong Technology4 0s, full of security, break consumers' health anxietyHairong Technology's new series of products focus on "4 0s", that is, 0 non-dairy creamer, 0 creamer, 0 hydrogenated oil, 0 trans fat, and light burden and taste, reducing the burden of fat, and very friendly to tea lovers. The core is to gain insight into the increasing and professional demand of consumers for health ingredients. As mentioned above, from sugar and fat reduction to focusing on more subtle ingredients, such as non-dairy creamer, creamer, trans fat, etc. Improve the mellow of tea, light and mellow milk-based to make tea "flavor pairing".It can be seen from this year's autumn and winter new product trends that milk tea is pursuing refreshment and reducing burden, while coffee is pursuing more mellow. Luckin upgraded the cheese latte, and Starbucks launched the Little Green Cup "Strong" series of coffees, emphasizing the mellow taste. The iterative competition for coffee milk is to achieve a richer and fuller milk taste, and consumer demand for a mellow but not greasy, clean label will affect the final performance and attractiveness of the product. Many tea shops now use milk as common to coffee, but there are some differences in the taste and style of tea and coffee. Unlike coffee, which is "bitter and mellow", tea has a fresher and more varied taste. Therefore, the demand for dairy raw materials in new tea drinks pays more attention to the flavor and texture, and needs to be matched with dairy products that can highlight the sweetness, not heavy and smooth taste, so as to stimulate the aroma of tea, rather than being "suppressed". The mellow milk base launched by Hairong Technology, on the basis of maintaining "4 0s", adds imported milk, which can increase the mellow by 6 times, bid farewell to the creamer powder feeling, and does not rob the aroma of coffee and tea, and effectively improves the mellow taste of tea. Hairong Zhen Light Milk, in terms of improving the taste, Zhen Light Milk is refreshing and not greasy, which can well set off the tea feeling, and is very suitable as a milk tea base for light milk tea. Hairong drink escopic cream series can take both coffee and milk tea into account, applied to milk tea can make tea drink rich and smooth taste, applied to coffee can make coffee frankincense full, coffee flavor mellow. Help stores reduce costs and increase efficiency, and use a versatile milk base to help products "in one step".With the development of chaining, standardization and high efficiency, the milk base with portable operation and high quality and stability will be the standard configuration of new tea stores. Hairong's newly launched "4 0s" series of new products can be stored at room temperature, and stable and efficient freshness can also ensure the continuous supply of products, so that the flavor advantages of tea drinks can be fully reflected, taking into account health, flavor and operability. 4
Summary
According to iiMedia Research's research data, consumers' demand for new tea drinks continues, and the size of China's new tea market will reach 3,333 in 2023800 million yuan, China's new tea drink still has huge market potential and growth space. 
Source: iiMedia Consulting It is foreseeable that in order to meet the growing demand for healthy consumption, the new tea beverage industry is bound to be crazy involution, and the speed of innovation and advanced innovation consciousness will continue to promote the rapid development of the industry, and the realization process from upstream raw materials to downstream innovative products is faster and more quality. And what kind of company will win in the end?We believe that the core essence is to provide consumers with a better, more delicious and healthier new tea experience through process upgrading and product innovation. At the same time, it is also necessary to actively lay out the industrial chain, optimize the production process, improve efficiency, reduce costs, and provide consumers with more competitive and better services. In the future, we look forward to more innovative proposals to continue to provide a new generation of young consumers with healthier and more delicious tea products, so that young people can comfort their emotions and no longer have health anxiety. Text: Miriam Zhang **Foodaily Daily Food (ID: Foodaily).