中式养生薏米水饮料，2025年有望成为现象级大品类吗？

关于中式养生薏米水饮料是否可能成为2025年的现象级品类，需要从市场趋势、消费需求、产品创新、竞争环境等多维度分析。以下是我们佳味添成饮料科技研究所产品设计中心团队的观察和思考，仅供大家参考：

It is necessary to analyze from multiple dimensions such as market trends, consumer demand, product innovation, and competitive environment whether Chinese health preserving Coix seed water beverages may become a phenomenal category in 2025. The following are observations and reflections from our team at the Product Design Center of Jiawei Tiancheng Beverage Technology Research Institute, for your reference only:




薏米水饮料的市场观察及思考

Market Observation and Reflection on Coix Seed Water Beverage
一、市场增长潜力与驱动因素

1、 Market growth potential and driving factors


1. 健康消费趋势的推动

1. Promoting the trend of healthy consumption


全球功能性饮料市场年增速超8%（Euromonitor数据），消费者对低糖、天然、药食同源产品需求激增。随着消费者对“健康属性”的关注持续升温，尤其是年轻群体对无糖、低卡、药食同源饮品的偏好显著增强。如日本伊藤园玄米茶、中国台湾黑糖姜茶的成功已验证草本饮品市场潜力。而薏米水的祛湿、健脾等传统认知与健康趋势高度契合。中式养生水以红豆、薏米等传统食材为核心，契合“0糖0脂0卡”的健康需求，且符合国家减糖政策导向。例如，可漾红豆薏米水2023年在抖音销量增长293%，成为无糖饮料爆款榜冠军。



2. 市场规模快速扩张

2. Rapid expansion of market size


大家知道，碳酸饮料和奶茶市场趋于饱和，而植物基饮品（燕麦奶、杏仁露）已证明细分品类突围可能性。薏米水可定位「轻养生日常水饮」，填补市场空白。2023年中式养生水市场规模已达4.5亿元，同比增长超350%，预计到2028年将突破100亿元，年复合增长率88%。薏米水作为核心品类，2024年销量同比增长117%，在植物饮料中增速领先。



3. 文化与功能的双重优势

3. Dual advantages of culture and function


随着Z世代年轻人对国潮文化和传统养生理念的接受度提升，小红书「中式养生」话题浏览量超10亿次，薏米水常与「祛水肿」「低卡」等关键词绑定，易切入年轻女性市场。薏米水融合了中医“祛湿健脾”的养生理念，兼具功能性与文化认同感。品牌通过“药食同源”概念强化产品价值，例如可漾的“怕湿气，喝可漾”广告语精准触达消费者痛点。



4. 供应链与技术成熟

4. Supply Chain and Technological Maturity


薏米主产区（贵州、福建）规模化种植降低成本，冷萃、微发酵等技术可提升口感，解决传统薏米水「土腥味」痛点，适配即饮场景。

Large scale planting in the main production areas of Job's tears (Guizhou, Fujian) reduces costs, and technologies such as cold extraction and micro fermentation can improve taste, solve the pain point of traditional Job's tears water's "earthy smell", and adapt to ready to drink scenarios.


二、产品创新与品牌竞争

2、 Product Innovation and Brand Competition


1. 技术创新提升产品力

1. Technological innovation enhances product strength


头部企业通过专利技术解决传统饮品的痛点。例如，可漾采用原粒萃取技术保留营养成分，并通过微纳米过滤技术实现无沉淀口感，差异化优势显著。此外，HPP（超高压灭菌）等先进工艺的普及，进一步提升了薏米水的保鲜度和营养价值。



2. 品类多元化与场景拓展

2. Diversification of product categories and expansion of scenarios


品牌通过食材组合创新（如红豆薏米柚子水、山药薏米水）和包装设计（便携小瓶装、家庭装）覆盖更多消费场景。例如，元气森林推出“自在水”系列，盒马开发大瓶装薏米水，满足日常饮用与礼品需求。

The brand covers more consumer scenarios through innovative ingredient combinations (such as red bean, coix seed, grapefruit water, yam, coix seed water) and packaging design (portable small bottles, home packaging). For example, Yuanqi Forest has launched the "Free Water" series, and Hema has developed large bottled Job's tears water to meet daily drinking and gift needs.


3. 品牌竞争与市场格局

3. Brand competition and market pattern


目前市场既有传统饮料巨头（如农夫山泉、东鹏）布局，也有新兴品牌（可漾、好望水）快速崛起。头部品牌通过明星代言、社交媒体营销（如抖音、小红书）抢占心智，而区域品牌则依托地域文化特色寻求差异化。

At present, the market has both traditional beverage giants such as Nongfu Spring and Dongpeng, as well as emerging brands such as Ke Yang and Hao Wang Shui that are rapidly rising. Head brands seize the mind through celebrity endorsement and social media marketing (such as Tiktok and Xiaohongshu), while regional brands seek differentiation based on regional cultural characteristics.




三、面临的挑战与风险

3、 Challenges and risks faced


1. 消费者认知门槛

1. Consumer cognitive threshold


北方市场对薏米祛湿功效的感知较弱，需投入教育成本。参考元气森林早期对「0糖」概念的普及策略，品牌需强化场景化营销（如「熬夜救星」「久坐祛湿」）。

The perception of Job's tears' dampness removing effect in the northern market is weak, and education costs need to be invested. Referring to the early popularization strategy of "zero sugar" concept by Yuanqi Forest, the brand needs to strengthen scenario based marketing (such as "staying up late savior" and "sitting for a long time to dispel dampness").


2. 同质化竞争加剧

2. Homogenization competition intensifies


随着入局企业增多，产品配方、营销策略趋同，可能导致价格战和消费者疲劳。例如，无糖茶市场已出现“千茶大战”，养生水若缺乏持续创新可能重蹈覆辙。现有薏米水品牌（如鸿福堂、同仁堂）多以传统凉茶形式出现，若无法在口感（添加NFC果汁）、功能（+胶原蛋白/益生元）或包装（小清新设计）上创新，易沦为平庸品类。



3. 渠道与定价博弈

3. Channel and Pricing Game


便利店渠道5-8元价格带已被气泡水、茶π占据，薏米水需通过高附加值（如联名中药IP、限季节日款）支撑溢价，否则难敌康师傅等巨头的成本优势。

The price range of 5-8 yuan in convenience store channels has been dominated by sparkling water and tea π. Coix seed water needs to support its premium through high added value (such as co branded traditional Chinese medicine IP and seasonal holiday products), otherwise it will be difficult to compete with the cost advantage of giants such as Kangshifu.


4. 供应链与标准化难题

4. Supply chain and standardization challenges


薏米等原料的供应稳定性、品质标准尚未统一，部分企业为降本使用劣质原料，可能引发信任危机。行业需加强标准化建设与监管。

The supply stability and quality standards of raw materials such as Job's tears have not been unified, and some enterprises use inferior raw materials to reduce costs, which may trigger a crisis of trust. The industry needs to strengthen standardization construction and supervision.


5. 消费者认知仍需深化

5. Consumer awareness still needs to be deepened


尽管年轻群体接受度较高，但部分消费者对中式养生水的功效认知仍停留在“概念”层面，需通过教育营销强化科学背书。

Although young people have a higher acceptance rate, some consumers still have a conceptual understanding of the efficacy of Chinese health water, and it is necessary to strengthen scientific endorsement through educational marketing.


四、现象级品类的关键路径

4、 The critical path of phenomenal categories


1. 「超级单品+社交货币」策略

1. "Super Single Product+Social Currency" Strategy


借鉴东方树叶十年培育期经验，前期聚焦单一爆款（如荔枝薏米水），通过小红书「办公室养生水」话题、抖音「DIY隐藏喝法」引爆UGC传播。

Drawing on the experience of Oriental Leaf in its ten year cultivation period, we focused on a single popular fund (such as litchi and barley water) in the early stage, and ignited UGC transmission through the topic of "office health water" in Little Red Book and "DIY hidden drinking method" in Tiktok.


2. 跨界场景渗透

2. Cross border scene penetration


与新茶饮联名（如喜茶推薏米水基底饮品）、健身品牌合作（Keep定制运动补水款），打破「中老年饮品」刻板印象。

Collaborate with new tea drinks (such as Heytea's Coix seed water based beverage) and fitness brands (Keep customized sports hydration products) to break the stereotype of "middle-aged and elderly drinks".


3. 数据驱动的敏捷创新

3. Data driven agile innovation


利用电商平台消费洞察快速迭代，如针对北方推出红枣薏米暖饮款，针对南方开发冷泡薏米柠檬茶。

Utilize e-commerce platforms to quickly iterate consumer insights, such as launching red date Job's tears warm drink for the north and developing cold brewed Job's tears lemon tea for the south.




五、现象级品类的可能性与窗口期

5、 The possibility and window period of phenomenon level categories


在健康消费、文化自信、供应链升级三重红利下，中式养生薏米水饮料有70%概率在2025年前后成为细分现象级品类，但需满足三个条件：

Under the triple dividends of healthy consumption, cultural confidence, and supply chain upgrading, there is a 70% probability that Chinese health preserving Job's tears water beverage will become a segmented phenomenal category around 2025, but three conditions must be met:


1. 至少一家新锐品牌完成「品类=薏米水」的心智占位（如王饱饱之于麦片）；

1. At least one emerging brand has completed the mental positioning of "category=Job's tears water" (such as Wang Baosati's cereal);


2. 出现标志性破圈事件（如冬奥会运动员推荐、顶流直播间单场销量破百万）；

2. Iconic breaking events occur (such as recommendations for Winter Olympics athletes and top tier live streaming rooms selling over one million yuan per event);


3. 巨头入局引发品类热度（如农夫山泉、元气森林推出竞品）。

3. The entry of giants has sparked category heat (such as Nongfu Spring and Yuanqi Forest launching competitors).


若仅依赖传统凉茶企业缓慢转型，则可能错失风口，沦为区域性小众产品。

If traditional herbal tea enterprises rely solely on slow transformation, they may miss the opportunity and become regional niche products.


六、未来趋势与建议

6、 Future Trends and Suggestions


1. 功能化与细分化

1. Functionalization and subdivision


结合季节养生需求（如夏季祛湿、冬季滋补）推出限定产品，或添加特定成分（如胶原蛋白、益生菌）强化功能性卖点。

Launch limited edition products based on seasonal health needs (such as summer dampness removal and winter nourishment), or add specific ingredients (such as collagen and probiotics) to enhance functional selling points.


2. 渠道融合与数字化营销

2. Channel integration and digital marketing


线上通过直播电商、私域流量扩大覆盖，线下布局便利店、餐饮渠道（如火锅店搭配祛湿饮品）。例如，可漾通过分众传媒电梯广告高频触达一线城市用户。

Expand coverage online through live streaming e-commerce and private domain traffic, and lay out convenience stores and dining channels offline (such as hot pot restaurants paired with dampness reducing drinks). For example, Ke Yang frequently reaches users in first tier cities through elevator advertisements on Focus Media.


3. 可持续发展与品牌文化

3. Sustainable Development and Brand Culture


采用环保包装（如可降解材料），挖掘地域文化故事（如“东北黑土地薏米”），增强品牌情感价值。2025年薏米水饮料有望成为现象级品类，其核心驱动力在于健康趋势、文化认同与技术创新。然而，能否持续爆发取决于品牌能否突破同质化、强化供应链并深化消费者教育。若头部企业能持续引领创新，辅以政策与资本支持，这一品类或将成为饮料市场的下一个“无糖茶级”赛道。



佳味添成对产品创新的思考和建议

Thoughts and Suggestions on Product Innovation by Jiawei Tian


基于市场趋势和现有案例，以下是佳味添成饮料科技研究所产品设计中心对中式养生薏米水饮料的产品创新思路和具体方案，结合功能、场景、技术、文化等多个维度，提出的一些参考建议，仅供大家开发这类产品时参考：

Based on market trends and existing cases, the following are the innovative ideas and specific solutions proposed by the Product Design Center of Jiawei Tiancheng Beverage Technology Research Institute for Chinese health preserving Job's tears water beverage. Combining multiple dimensions such as functionality, scenario, technology, and culture, some reference suggestions are put forward for everyone to refer to when developing such products:
一、功能性复合创新

1、 Functional Composite Innovation


1. 草本拼配与营养叠加

1. Herbal blending and nutritional overlay


（1）思路：将薏米与其他药食同源食材（如陈皮、枸杞、红枣、人参）或功能性成分（益生元、胶原蛋白）结合，打造差异化功效。

(1) Approach: Combine Job's tears with other medicinal and edible ingredients (such as tangerine peel, wolfberry, red dates, ginseng) or functional ingredients (prebiotics, collagen) to create differentiated effects.


（2）方案：

(2) Plan:


- 祛湿+提神：薏米+五指毛桃+咖啡因（低剂量），针对熬夜场景推出“熬夜祛湿水”。

-Moisturizing+Refreshing: Coix seed+Five finger peach+caffeine (low dose), targeting the scene of staying up late, we have launched the "Staying up Late Moisturizing Water".


- 美白+抗氧化：薏米+刺梨茄，添加维生素C和花青素，主打女性美容需求。

-Whitening+antioxidant: Coix seed+prickly pear eggplant, added with vitamin C and anthocyanins, targeting women's beauty needs.


- 肠道健康：薏米水+益生元/膳食纤维，强调低卡与肠道调节功能。

-Intestinal health: Coix seed water+prebiotics/dietary fiber, emphasizing low calorie and intestinal regulatory functions.


2. 工艺技术升级

2. Process technology upgrade


（1）思路：通过现代技术解决传统薏米水的口感与营养保留问题。

(1) Approach: Using modern technology to address the issues of taste and nutrient retention in traditional Job's tears water.


（2）方案：

(2) Plan:


- 冷萃工艺：减少土腥味，提升清爽感（参考好望水的“草本拼配”技术）。

-Cold extraction process: reduces earthy odor and enhances freshness (referring to the "herbal blending" technique of Good Hope Water).


- 微发酵技术：利用乳酸菌发酵薏米水，增加酸甜口感与益生菌功效。

-Micro fermentation technology: using lactic acid bacteria to ferment Job's tears water, increasing the sour and sweet taste and probiotic effects.


- 超高压灭菌（HPP）：保留更多营养成分，延长保质期，对标高端健康饮品趋势。

-Ultra high pressure sterilization (HPP): retains more nutrients, extends shelf life, and benchmarks the trend of high-end healthy drinks.


二、口感与形态创新

2、 Taste and Form Innovation


1. 风味融合

1. Flavor fusion


（1）思路：打破单一草本风味，结合果味或茶味提升适口性。

(1) Approach: Break the monotony of herbal flavors and combine fruit or tea flavors to enhance palatability.


（2）方案：

(2) Plan:


- 果味薏米水：添加柠檬、荔枝、柚子等NFC果汁，也包括茶味薏米水等融合产品，如“柠舍容薏”鲜柠薏米水（小红书爆款），茉莉花茶味薏米水等。

-Fruit flavored Job's tears water: NFC juices such as lemon, lychee, grapefruit, etc. are added, as well as tea flavored Job's tears water and other fusion products, such as "Ningsherong Job's tears" fresh Lemon Job's tears water (popular on Xiaohongshu), Jasmine tea flavored Job's tears water, etc.


- 气泡薏米水：注入微气泡，主打“轻养生+解腻”场景，吸引年轻消费者。

-Bubble Coix Seed Water: Injected with microbubbles, featuring a "light health+relieving greasiness" scene, attracting young consumers.


2. 即食形态拓展

2. Expansion of ready to eat forms


（1）思路：开发便捷化产品，适配不同消费场景。

(1) Idea: Develop convenient products to adapt to different consumer scenarios.


（2）方案：

(2) Plan:


- 冻干速溶块：搭配独立包装，可冷热冲泡，满足办公、差旅需求。

-Freeze dried instant block: with independent packaging, can be brewed hot or cold, meeting office and travel needs.


- 浓缩液/果冻条：便携小包装，方便DIY调配饮品或直接吸食。

-Concentrated liquid/jelly strip: portable small packaging, convenient for DIY mixing of drinks or direct consumption.


三、包装设计与情感共鸣

3、 Packaging Design and Emotional Resonance


1. 视觉年轻化

1. Visual youthfulness


（1）思路：用国潮元素或极简设计吸引Z世代消费者。

(1) Idea: Attract consumers of Generation Z with China-Chic elements or minimalist design.


（2）方案：

(2) Plan:


- 插画叙事：以水墨风或卡通IP展现“祛湿健脾”功效（参考“柠舍容薏”的清新插画包装）。

-Illustration narrative: Using ink wash style or cartoon IP to showcase the "dampness dispelling and spleen strengthening" effect (refer to the fresh illustration packaging of "Ningshe Rongyi").


- 透明瓶身：展示薏米颗粒悬浮效果，强调“真材实料”视觉冲击。

-Transparent bottle body: displays the suspension effect of Job's tears particles, emphasizing the visual impact of "real materials".


2. 环保与互动性

2. Environmental Protection and Interactivity


（1）思路：结合可持续理念与用户参与感。

(1) Approach: Combining sustainable concepts with user engagement.


（2）方案：

(2) Plan:


- 可重复密封包装：采用可降解材料，附赠DIY食谱（如薏米水+水果搭配指南）。

-Reusable sealed packaging: Made of biodegradable materials, comes with a DIY recipe (such as Job's tears water+fruit pairing guide).


- 盲盒标签：每瓶包装印有不同养生小贴士，增强收藏趣味。

-Blind box label: Each bottle packaging is printed with different health tips to enhance the fun of collection.


四、场景化与情绪价值

4、 Scenarios and Emotional Value


1. 细分场景绑定

1. Segmented scene binding


（1）思路：将产品嵌入特定生活场景，强化消费动机。

(1) Approach: Embedding the product into specific life scenarios to enhance consumer motivation.


（2）方案：

(2) Plan:


- 办公养生水：推出小容量瓶装，主打“久坐祛湿”概念，联合Keep推出运动后补水款。

-Office health water: launched small capacity bottles, focusing on the concept of "prolonged sitting to dispel dampness", and jointly launched a post exercise hydration product with Keep.


- 夜间助眠款：添加酸枣仁、百合，定位“睡前舒缓饮品”。

-Nighttime Sleep Aid: Added sour jujube kernels and lilies, positioned as a "soothing drink before bedtime".


2. 联名与文化赋能

2. Collaboration and cultural empowerment


（1）思路：借势IP或传统文化提升品牌溢价。

(1) Approach: Leveraging IP or traditional culture to enhance brand premium.


（2）方案：

(2) Plan:


- 中医药IP联名：与同仁堂、胡庆余堂合作推出限量款，强调“古方新制”。

-Traditional Chinese Medicine IP Collaboration: Collaborating with Tongrentang and Hu Qingyutang to launch limited edition products, emphasizing the "new formulation of ancient formulas".


- 节气限定：推出“春分祛湿”“三伏清凉”等季节主题产品，结合中医时令养生文化。

-Seasonal restrictions: Launch seasonal themed products such as "Spring Equinox Dampness Removal" and "Three Fu Coolness", combined with traditional Chinese medicine seasonal health culture.


五、健康属性强化与数据驱动

5、 Health attribute enhancement and data-driven approach


1. 透明化标签

1. Transparent label


（1）思路：通过成分透明化建立信任。

(1) Approach: Establish trust through ingredient transparency.


（2）方案：标注薏米产地（如贵州薏米）、营养成分（如钾含量），甚至溯源二维码。

(2) Plan: Label the origin of Job's tears (such as Guizhou Job's tears), nutritional components (such as potassium content), and even traceability QR codes.


2. 健康数据联动

2. Health data linkage


（1）思路：结合智能设备提供个性化服务。

(1) Approach: Combining smart devices to provide personalized services.


（2）方案：与健康APP合作，用户输入体质数据后推荐定制化配方（如湿热体质专属款）。

(2) Solution: Collaborate with a health app to recommend customized formulas (such as a hot and humid constitution exclusive version) after users input their physical fitness data.


六、供应链与渠道策略

6、 Supply Chain and Channel Strategy


1. 产地直供与成本优化

1. Direct supply from the place of origin and cost optimization


（1）思路：控制原料品质与成本。

(1) Approach: Control the quality and cost of raw materials.


（2）方案：与贵州、福建等薏米主产区建立合作基地，推出“产地限定版”。

(2) Plan: Establish cooperative bases with major Coix seed producing areas such as Guizhou and Fujian, and launch a "limited edition of production areas".


2. 全渠道渗透

2. Omnichannel penetration


（1）思路：覆盖线上线下多元场景。

(1) Approach: Covering diverse online and offline scenarios.


（2）方案：

(2) Plan:


- 便利店+自动贩卖机：主打5-8元价格带，对标气泡水竞争。

-Convenience store+vending machine: featuring a price range of 5-8 yuan, competing with sparkling water.


- 餐饮联名：与火锅店合作推出“解腻祛湿套餐”，绑定消费场景。

-Catering collaboration: Cooperate with hot pot restaurants to launch a "greasiness and dampness relieving package" that is tailored to consumer scenarios.


总结与建议

Summary and Recommendations


佳味添成产品设计中心团队一句话总结与建议：中式养生薏米水的创新需围绕“功能+情绪+体验”三角模型展开。

Summary and suggestion from the Jiawei Tiancheng Product Design Center team: The innovation of Chinese health preserving Coix seed water needs to revolve around the "function+emotion+experience" triangle model.


- 功能差异化：通过草本拼配与技术创新解决痛点；

-Functional differentiation: solving pain points through herbal blending and technological innovation;


- 情绪共鸣：用国潮设计、场景营销满足“轻养生”需求；

-Emotional resonance: use China-Chic design and scene marketing to meet the demand of "light health care";


- 体验升级：以包装互动、数据服务增强用户粘性。

-Experience upgrade: Enhance user stickiness through packaging interaction and data services.