Tea drinks that contain Chinese medicinal materials or are made from raw materials that are both medicinal and edible, and have health-preserving effects, are health-preserving tea drinks. Its categories are diversified and can be divided into tea bags, solid pastes, bottled beverages, brewed powders, and store-made tea drinks. Health-preserving tea drinks are designed to relieve people's physical discomfort and enhance their physical fitness. Under the circumstances of great physical and mental stress of contemporary consumers, health-preserving tea drinks cater to their consumption needs for convenient health preservation and are increasingly appearing in the daily lives of the people.
Analysis of the driving forces of the development of the health-preserving tea drink industry mainly includes the influence of policies, national health, and health-preserving culture.
The state has added 9 kinds of medicinal and edible materials such as Codonopsis pilosula, and has successively carried out pilot work in various places, and included 9 substances such as Codonopsis pilosula, Cistanche deserticola, Dendrobium officinale, American ginseng, and Astragalus membranaceus into the list of substances that are both food and Chinese medicinal materials according to tradition. The support of national policies and the approval of laws and regulations have provided favorable guarantees for the vigorous expansion of the medicine and food industry, and further promoted the development of the health tea track based on traditional Chinese medicine.
The national health demands have been upgraded, and the discussion on health has been unprecedentedly high. The increase in residents' income, the increase in residents' physical and mental pressure, the spread of health culture and other multi-dimensional factors have jointly created the growth of national health consumption demand. As a kind of healthy diet therapy, health tea is endowed with the gentle and personalized natural advantage of "medicine in food", and its track is expected to continue to maintain rapid growth.
Traditional Chinese medicine health culture has thousands of years of historical heritage and a broad mass base. Health tea is rooted and developed in Chinese medicine health culture, which has also expanded its market influence and improved consumer awareness. Nearly 50% of consumers prefer health tea when consuming tea, indicating that Chinese medicine health culture is deeply rooted in the hearts of the people and has also led to a new increase in the popularity of the health tea industry.
With the acceleration of the pace of modern life and the popularization of health concepts, health tea has become a new favorite for healthy life because of its rich nutrition. The revival of traditional Chinese medicine culture and the concept of medicine and food being of the same origin have injected new impetus into the market. Various health teas are emerging in an endless stream, and Chinese medicine tea shops are accelerating their opening. The market heat continues to heat up, driving the significant expansion of the scale of China's health tea market. In 2023, the scale of China's health tea market will be 41.16 billion yuan, a year-on-year increase of 27.3%, and it is expected to exceed 100 billion yuan in 2028.
Development trend of health tea industry
1. The younger consumer group has become a trend, and the concept of health has become a new demand for consumption upgrade
With the change in people's cognition of health and the increase in their expectations for health, the consumption of health tea is no longer limited to the middle-aged and elderly groups. The audience has gradually penetrated into the young group, and this trend will further expand. 48.8% of young consumers will increase their willingness to consume health tea in the future, and 49.2% said that their willingness to consume will remain unchanged. With the expansion of the consumer group and the improvement of consumption capacity, the consumption potential of the health tea market will be gradually released, and the industry will usher in a blue ocean of development. Efforts to develop a younger healthy consumer market and innovate and inherit the traditional Chinese medicine health culture to meet market demand are the key to success for the layout of health tea beverage companies in the future.
2. Channel expansion provides new opportunities for industry growth
Players in various segments of health tea beverages are gradually entering the market, and the market competition is fierce. The market differentiation trend of the categories and prices of health tea beverages is becoming more and more obvious. How to expand new market channels and propose innovative solutions will become the key to breaking through the competition of many companies. Health tea beverage companies need to deeply integrate the supply chain channel chain, and promote products through multi-channel communication and sales to achieve high-quality transformation and upgrading of upstream and downstream partners in the industrial chain.
3. Product innovation and technological upgrading have become important breakthroughs in the quality upgrade of the industry
The competition in the health tea beverage track is fierce, and a competitive pattern of major brands has been formed. 65.2% of health tea consumers pay special attention to its taste and flavor, and increasing vitamin content and whether it is organic food, low sugar and low calories have become the most concerned keywords for product innovation for consumers. In response to the ever-refining and upgrading consumer demands, manufacturers cannot stick to traditional production and R&D methods, but must further innovate products and upgrade technology, such as establishing independent R&D laboratories, digital factories, and intelligent warehouses, and strengthening industry-university-research cooperation in the field of Chinese medicinal materials, so as to lay the foundation for product innovation and technological upgrading. At the same time, in response to the taste preferences and physical differences of different regions and consumers, companies need to adjust the ratio of medicinal materials, replace or add new raw materials of medicinal and edible origin, and develop more refined and precise health beverage products to obtain a wider audience coverage and higher market penetration.
