Four major consumption trends: value return, experience innovation, balance and reduction, and energy breakthrough.
In the face of the fast pace of life and the massive overload of information, consumers feel unprecedented pressure, sensory fatigue and distress, which leads to a change in consumption attitudes, and they expect to have more interesting sensory experiences that can directly hit the spirit and heart in consumption.
Under the double pressure brought by the real world and the online world, "decompression" has become a pain point for consumers, such as exercising, sleeping, brushing a short circle of friends, etc. Either way, the end consumer is looking for sensory pleasure and stress release.
As the expectation of pleasure for the senses increases, consumers are increasingly looking for brands that can provide simple, straightforward, and effective relief for their anxiety and make them feel relaxed and happy.
From product innovation, packaging design, scene innovation and consumer touchpoints, it is necessary to establish a unique brand value that can activate the senses and bring new experiences, so as to create an exclusive brand imprint and leave a deep impression in the hearts of consumers.
Lazy Relaxation Drink:
In the era of uncertainty, the world is experiencing "anxiety", and topics such as "anxiety" and "depression" are frequently on the hot search. "Decompression" and "relaxation" have become the "rigid needs" of modern urbanites.
The lazy relaxation drink is jointly created by Hanyi Biotechnology, a subsidiary of HMI Investment, a leading health and industrial leader in Dezhan, and is made of a quaternary compound of aminobutyric acid, casein hydrolyzed peptides, B vitamins and hemp seed extract. For "anxious people", it can play the role of anti-anxiety, anti-fatigue, soothing and relaxation, and is the first relaxing functional drink in China. Fresh and delicious taste, a relaxed mood, once the lazy was put on the shelves, it was praised by consumers.
Under the influence of the epidemic, the health economy has been fully expanded, from medical care to daily FMCG, consumers are paying more and more attention to hard-core health and are more and more aware of "labels".
The ingredients are natural and organic, and the simpler the ingredients, the less, the better. The product not only has a variety of calories and sugar content to be "low", but also the ultimate "reduction", 0 fat, simple salt, zero additives, zero touch ......New ingredients, new functions, new senses, "four minus three plus" (subtraction, salt reduction, sugar reduction, oil reduction, and addition reduction. Add nutrition, add function, add fun), nutrition and health have become the development trend of beverages.
Staying up late, working overtime, exhaustion, and stress have become the new normal of modern lifeThe pressure is so high that consumers are more eager to gain physical and mental "superpowers".
The ingredients of functional drinks contain caffeine, taurine and water-soluble vitamins to achieve the effect of refreshing and improving sports performance, which can meet the rigid demands of consumers to relieve fatigue and replenish energy. Not only does it provide the body with extra energy and nutrients, but it also helps consumers stay energized at all times. It's the perfect way to stay in better shape.
Functional drinks are a track with huge room for growth. The market size will be 124.4 billion yuan in 2020 and 140.2 billion yuan in 2021, with a growth rate of more than 16% for three consecutive years from 2016 to 2019. According to the sales data of various categories of beverages on the Tmall platform from April 2021 to March 2022, functional beverages surpassed ready-to-drink coffee and fruit and vegetable juices with a growth rate of 38%, becoming the fastest-growing category.
With the change of consumer demand, functional drinks have not only extended from traditional blue-collar workers to white-collar workers who often stay up late and work overtime, but also began to penetrate into the consumption scenarios of more sports such as sports and fitness, e-sports, etc., and the consumer base continues to expand.
Case. 
Today, the consumption environment is facing unprecedented challenges, and how to restart and grow sustainably has become the core proposition that everyone is facing at present. "Lying flat" and "shrinking" can not solve the substantive problems of enterprises, only by recognizing the underlying undercurrent, conforming to the real user needs and competitive situation, can we go through the cycle and anchor growth. And how the brand goes through the cycle is to follow the trend, create core items, and shape long-selling basics.
The momentum is in the flow, and the success or failure is in the big single product!
The above content is excerpted from Chapter 1 of "2023 Beverage Breakthrough - Super Large Single Product Strategy Practical Guide".The underlying logic of consumption changes, Part IIFour major consumer trends