​

​在 “朋克养生” 与 “中式滋补” 双热潮下，兼具药食同源属性与便捷消费场景的保健饮料，正成为万亿大健康市场的新风口。红枣的温润补血、核桃的益智补脑、枸杞的滋阴明目，三种传承千年的养生食材，通过现代工艺融合创新，能否打造出既符合当代消费者需求，又具备市场爆品潜力的 “黄金配方”？佳味添成将从市场需求、配方优势、竞争壁垒等维度，深度解析这一复合保健饮料的市场卖点与开发价值。​



一、市场需求洞察：三大趋势催生千亿级蓝海市场​

1、 Market demand insight: Three major trends drive the emergence of a billion dollar blue ocean market（一）健康消费升级：从 “口感至上” 到 “功能刚需”​

（1） Upgrading health consumption: from "taste first" to "functional necessity"​

​如今消费者健康意识提升，饮品需求转变。艾媒咨询数据显示，2023 年中国营养保健饮料市场规模超 1500 亿元，年复合增长率 12%，其中 “药食同源” 的植物基保健饮料增速超 20% 。消费者更关注饮品健康功能，超 60% 都市人群愿为有 “补血、补脑、增强免疫” 等功能饮品付高价。中老年及女性群体中，红枣、核桃、枸杞购买率高，位列最受欢迎保健食材前三。开发红枣、核桃、枸杞保健饮料契合需求，市场前景广阔。​

（二）中式养生年轻化：Z 世代掀起 “保温杯革命”​

（2） Chinese health rejuvenation: Generation Z launches' thermos cup revolution '​

​曾被视为中老年人专属的养生方式，如今成 Z 世代新潮流。京东《夏日水饮消费观察》显示，16 - 35 岁消费者对 “红枣水”“枸杞水” 购买量年增幅超 90%。熬夜追剧、加班后喝核桃饮，经期不适喝红枣枸杞露，已成年轻群体新消费习惯。年轻人追求时尚便捷，又想改善健康，“传统食材 + 现代工艺” 满足其养生好奇与需求，为红枣核桃枸杞饮料吸引年轻消费者奠定基础。​

（三）政策东风助力：药食同源纳入大健康战略​

（3） Policy support from Dongfeng: integrating medicine and food into the overall health strategy政策层面的支持为药食同源产品的发展提供了有力保障。《“健康中国 2030” 规划纲要》明确提出 “推广药食同源理念”，红枣、核桃、枸杞均被列入国家卫健委 “既是食品又是药品” 的目录。这意味着，以这些食材为原料开发的保健饮料，在满足合规要求的前提下，可通过普通食品备案快速上市，大大降低了市场准入门槛。相比需要繁琐蓝帽认证的保健食品，该类饮料能够更迅速地推向市场，抓住市场机遇，为企业节省时间和成本，进一步提升了其市场竞争力。​

二、配方核心优势：三位一体构建 “全周期养生” 价值体系​

2、 Core advantage of formula: Three in one construction of a "full cycle health preservation" value system（一）营养成分 “黄金三角”：精准覆盖三大健康痛点​

（1） Nutrients' Golden Triangle ': Accurately covering three major health pain points​

​红枣、核桃、枸杞的营养成分堪称 “黄金三角”，协同覆盖当代人常见三大健康痛点。红枣含 cAMP、铁和膳食纤维，能改善气血、补血、调节肠道；核桃含不饱和脂肪酸（Ω-3）、磷脂和蛋白质，可补脑益智、助营养吸收；枸杞含枸杞多糖、β- 胡萝卜素和硒元素，能增强免疫、延缓衰老、保护视力。经正交试验确定最佳配比：40% 红枣汁作口感基底与补血核心，30% 核桃乳带来醇厚口感与益智成分，20% 枸杞汁清甜调和、抗氧化，再加 10% 低聚果糖平衡甜度、呵护肠道，形成 “口感温润、营养均衡” 的黄金配方。​

（二）工艺创新突破：解决传统保健饮料三大痛点​

（2） Technological innovation breakthrough: solving the three major pain points of traditional health drinks口感优化：为告别传统保健饮料不良口感，在工艺上大胆创新。采用核桃脱皮冷榨 + 酶解技术，去除核桃苦涩味，保留 95% 以上不饱和脂肪酸。红枣经 60℃低温烘焙后打浆，释放焦香风味物质，避免酸败，增添独特香气和口感。​

营养增效：采用 “超声波辅助浸提” 技术提取枸杞营养成分，使多糖提取率提升 30%。搭配核桃磷脂形成 “抗氧化协同矩阵”，清除自由基能力较单一成分提升 1.8 倍，该数据源自《食品科学》研究，证明了工艺创新对营养增效作用显著。​

稳定性保障：为解决核桃乳 “脂肪上浮”、红枣汁 “蛋白沉淀” 的行业难题，采用高压均质技术，在 120MPa 压力下，让各种成分均匀分散，再搭配复配稳定剂（黄原胶 + 果胶），有效解决了分层沉淀问题，产品货架期可达 12 个月以上，让消费者无论何时购买，都能享受到品质如一的产品。​

（三）功能定位精准：覆盖四大核心消费人群​

（3） Accurate functional positioning: covering four core consumer groups女性养颜党：对爱美女性而言，红枣含铁、枸杞含 β- 胡萝卜素，是两大 “法宝”。铁能改善面色苍白、解决经期气血不足，β- 胡萝卜素可抗氧化并滋养肌肤。搭配核桃蛋白，形成 “内调外养” 组合，从根源改善女性健康与美丽。​

脑力劳动者：长期面对电脑、高强度工作的脑力劳动者急需缓解脑疲劳、提升记忆力。核桃的磷脂能促进大脑神经传导，枸杞多糖能调节神经系统功能，可缓解长期用脑导致的记忆力下降、注意力不集中，成为办公场景刚需饮品。​

中老年保健族：中老年人更关注肠道健康和免疫力提升。红枣膳食纤维能促进肠道蠕动，预防便秘，枸杞硒元素可增强免疫力，抵抗疾病入侵。这款饮料不仅营养丰富，还饮用便捷，能替代传统 “冲泡养生茶”，成为中老年人日常养生的不二之选。​

Z 世代养生青年：在追求健康的同时，Z 世代也注重时尚与便捷。这款饮料低糖低卡，单瓶热量＜150 大卡，满足了他们对身材管理的需求；无添加防腐剂，符合他们对健康品质的追求，让他们在享受美味饮料的同时，也能轻松实现养生目标 。​

三、市场竞争突围：差异化卖点构建产品壁垒​

3、 Market competition breakthrough: building product barriers through differentiated selling points（一）竞品对比：避开单一成分红海，抢占复合滋补赛道​

（1） Competitor Comparison: Avoiding the Red Sea of Single Ingredient and Seizing the Complex Nourishing Track​

​保健饮料市场竞争激烈，单一成分的保健饮料已饱和。像某品牌红枣浆口感甜腻、营养单一；六个核桃油腻感强，无糖版苦涩；某品牌枸杞原浆受众窄、风味寡淡。​

The competition in the health drink market is fierce, and single ingredient health drinks have become saturated. A certain brand of red jujube paste has a sweet and greasy taste, but lacks sufficient nutrition; Six walnuts have a strong greasy feeling, and the sugar free version is bitter; A certain brand of goji berry puree has a narrow audience and a bland flavor. ​与之相比，红枣核桃枸杞复合保健饮料优势显著。它融合三种食材，避开单一成分市场竞争，开辟复合滋补新赛道。红枣能中和核桃油腻感，枸杞提升抗氧化功能、丰富营养维度，复合配方满足多元需求，整合消费群体，扩大市场份额，构建竞争优势。​

（二）场景化营销：从 “功能饮料” 到 “生活方式符号”​

（2） Scenario based marketing: from "functional beverages" to "lifestyle symbols"​

​早餐搭配：传统甜豆浆难满足消费者健康需求，红枣核桃枸杞饮料营养丰富，作为 “中式早餐 CP” 替代甜豆浆，主打 “一天元气从补血开始”，与油条、包子等搭配成营养早餐组合。​

Breakfast matching: Traditional sweet soybean milk is difficult to meet the health needs of consumers. Jujube, walnut and medlar drinks are rich in nutrition. As a "Chinese breakfast CP" instead of sweet soybean milk, it focuses on "invigorating the blood for a day", and is matched with deep-fried dough sticks, steamed stuffed buns, etc. to form a nutritious breakfast combination. ​办公下午茶：996 上班族下午易疲惫，“补脑快充瓶” 红枣核桃枸杞饮料可补充能量、缓解脑疲劳。联合瑞幸、便利蜂等打造 “提神组合套餐”，与咖啡、小零食搭配，提升工作效率、满足味蕾，增强消费者购买欲。​

节日礼品：中秋、春节等传统节日礼品市场需求旺，以 “三色养生” 概念包装的红枣核桃枸杞饮料，色彩搭配醒目有寓意，传递 “送健康” 理念，适合送长辈、亲友、领导。精心设计礼品包装，采用礼盒装搭配定制贺卡，提升礼品属性 。​

四、潜在挑战与对策：理性评估市场风险​

4、 Potential Challenges and Countermeasures: Reasonably Assessing Market Risks（一）三大核心挑战​

（1） Three core challenges​

​口感接受度：部分消费者抵触核桃 “涩味”、枸杞 “微酸”，这或成产品接受障碍，需工艺优化。核桃可探索酶解法结合超声波辅助脱涩，枸杞汁提取工艺可优化，复配甜菊糖苷等天然甜味剂平衡口感。​

Taste acceptance: Some consumers are resistant to the "astringency" of walnuts and the "slight acidity" of goji berries, which may become obstacles to product acceptance and require process optimization. Walnuts can be explored for enzymatic hydrolysis combined with ultrasound assisted de astringency. The extraction process of goji berry juice can be optimized, and natural sweeteners such as steviol glycosides can be used to balance the taste. ​成本控制：核桃与枸杞价格波动大，影响成本控制。需建立稳定供应链，如和新疆枸杞种植基地签固定价格合同，与河北核桃产区农户订单合作，还可开发 “浓缩型” 产品。​

Cost control: The prices of walnuts and goji berries fluctuate greatly, which affects cost control. We need to establish a stable supply chain, such as signing fixed price contracts with goji berry planting bases in Xinjiang, cooperating with walnut farmers in Hebei walnut production areas, and developing "concentrated" products. ​功能宣称合规：宣传产品要遵守法规，避免夸大治疗功效，用 “辅助改善” 等合规表述，通过第三方检测报告增强消费者信任度，如委托 SGS 检测并展示报告。​

Functional declaration compliance: Promote that the product must comply with regulations, avoid exaggerating treatment efficacy, use compliant expressions such as "auxiliary improvement", and enhance consumer trust through third-party testing reports, such as commissioning SGS testing and displaying reports. ​（二）破局路径建议​

（2） Suggestions for breaking through the game path​

​技术赋能：引入益生菌发酵工艺能提升产品竞争力。比如植物乳杆菌发酵红枣汁，可转化糖分、调节 pH 值、延长保质期、提升膳食纤维利用率，使膳食纤维转化率提高 20% 以上，调节肠道菌群，满足消费者对肠道健康的需求。​

IP 联名：与热门 IP 联名能借其影响力和粉丝基础提升产品知名度与美誉度。如和故宫文创、敦煌 IP 合作，通过特色包装设计，满足消费者文化消费需求，吸引年轻消费者。​

IP collaboration: Collaborating with popular IPs can enhance product visibility and reputation through their influence and fan base. Collaborating with the Palace Museum Cultural and Creative Industry and Dunhuang IP, we aim to meet consumers' cultural consumption needs and attract young consumers through unique packaging design. ​数据驱动：利用天猫新品创新中心等大数据平台分析消费者评论反馈，为产品优化提供依据，进行 “反向定制”，提升产品市场适应性和消费者满意度。​

Data driven: Utilizing big data platforms such as Tmall New Product Innovation Center to analyze consumer feedback and provide a basis for product optimization, conducting "reverse customization" to enhance product market adaptability and consumer satisfaction. ​五、结语：从 “食材堆砌” 到 “价值重构”，复合保健饮料的破圈密钥​

5、 Conclusion: From "ingredient stacking" to "value reconstruction", the key to breaking the circle of composite health drinks​