在“大健康”理念深入人心、功能性食品飲料需求持續(xù)爆發(fā)的今天，消費者不再滿足于單純的解渴或口味享受，而是更加關(guān)注飲品是否具備明確的健康價值。在此背景下，以枸杞與山楂為核心原料開發(fā)的復合果汁——枸杞山楂汁，正憑借其深厚的中醫(yī)理論基礎(chǔ)、科學驗證的營養(yǎng)功效以及獨特的風味體驗，迅速成為植物基功能性飲料賽道中的潛力選手。那么，枸杞山楂汁的配方究竟在哪些方面具備顯著市場優(yōu)勢？佳味添成將從配方特性、功能定位、消費趨勢、應用場景及產(chǎn)業(yè)化前景五大維度，深入剖析這一產(chǎn)品的市場競爭力。

一、配方科學：藥食同源的黃金組合



1、 Formula Science: The Golden Combination of Medicine and Food

枸杞（Lycium barbarum）與山楂（Crataegus pinnatifida）均被列入國家衛(wèi)健委《既是食品又是中藥材的物質(zhì)目錄》，是典型的“藥食同源”食材，具有長期食用安全性和明確的保健功能。

枸杞：被譽為“中華寶果”，富含枸杞多糖（LBP）、類胡蘿卜素（尤其是玉米黃質(zhì)）、甜菜堿、多種氨基酸及微量元素（如鋅、硒）?，F(xiàn)代研究證實，枸杞具有抗氧化、護眼、免疫調(diào)節(jié)、抗疲勞及輔助調(diào)節(jié)血糖血脂等多重生理活性。

山楂：中醫(yī)常用消食化積、活血化瘀之品。其富含黃酮類化合物（如槲皮素、金絲桃苷）、有機酸（檸檬酸、蘋果酸）、三萜類及膳食纖維，被廣泛用于改善消化不良、高脂血癥及心血管健康。

Hawthorn: a commonly used herb in traditional Chinese medicine that can digest food, dissolve accumulation, promote blood circulation, and remove blood stasis. It is rich in flavonoids (such as quercetin, hyperoside), organic acids (citric acid, malic acid), triterpenoids, and dietary fiber, and is widely used to improve digestive disorders, hyperlipidemia, and cardiovascular health.

二者配伍，在中醫(yī)理論中屬“相須相使”關(guān)系：山楂助消化、行氣散瘀，可促進枸杞滋補成分的吸收；枸杞滋陰養(yǎng)肝、明目安神，可緩和山楂的酸斂之性，避免過耗胃氣。這種協(xié)同增效的配伍邏輯，為枸杞山楂汁的功能性奠定了堅實的理論基礎(chǔ)。

二、市場優(yōu)勢一：精準切入“輕養(yǎng)生”消費場景

2、 Market Advantage 1: Precise entry into the "light health" consumption scene

當代消費者，尤其是25–45歲的都市白領(lǐng)與新中產(chǎn)群體，普遍處于“亞健康”狀態(tài)：久坐辦公、用眼過度、飲食不規(guī)律、壓力大、代謝緩慢。他們既渴望養(yǎng)生，又排斥傳統(tǒng)中藥的苦澀與繁瑣。枸杞山楂汁恰好滿足了“輕養(yǎng)生”（Light Wellness）的需求：

即飲便捷：無需煎煮，開瓶即飲，符合快節(jié)奏生活；

Instant drinking convenience: no need for boiling, ready to drink after opening the bottle, in line with fast-paced life;口感友好：山楂提供天然酸爽，枸杞帶來微甜回甘，整體風味清新不膩，遠優(yōu)于單一枸杞汁的平淡或山楂汁的過酸；

Taste friendly: Hawthorn provides a natural sourness, while goji berries bring a slightly sweet aftertaste. The overall flavor is fresh and not greasy, far superior to the plainness of single goji berry juice or the excessive sourness of hawthorn juice;無負擔配方：可實現(xiàn)0添加蔗糖、低熱量、無人工香精色素，契合Clean Label（清潔標簽）趨勢。

Burden free formula: It can achieve zero addition of sucrose, low calorie, and no artificial essence pigment, which conforms to the trend of Clean Label.

據(jù)艾媒咨詢數(shù)據(jù)顯示，2024年中國功能性飲料市場規(guī)模已突破2000億元，其中“藥食同源”類飲品年增速超過25%。枸杞山楂汁正是這一細分賽道中的理想載體。

According to data from iMedia Consulting, the size of China's functional beverage market has exceeded 200 billion yuan in 2024, with the annual growth rate of "medicinal and edible" beverages exceeding 25%. Goji berry and hawthorn juice is an ideal carrier in this niche market.三、市場優(yōu)勢二：多維健康功能支撐產(chǎn)品溢價

3、 Market Advantage 2: Multi dimensional health function supports product premium

相較于普通果汁或碳酸飲料，枸杞山楂汁具備可量化、可傳播的健康價值，使其在定價與品牌塑造上擁有更高空間：

Compared to ordinary fruit juice or carbonated drinks, goji berry and hawthorn juice has quantifiable and communicable health value, giving it higher pricing and brand building space:

1. 護眼抗疲勞：枸杞中的玉米黃質(zhì)是視網(wǎng)膜黃斑區(qū)關(guān)鍵色素，配合山楂改善微循環(huán)，對長期使用電子屏幕的“數(shù)字眼疲勞”人群極具吸引力；

1. Eye protection and anti fatigue: Corn yellow pigment in goji berries is a key pigment in the macular area of the retina. When combined with hawthorn to improve microcirculation, it is highly attractive to the "digital eye fatigue" population who use electronic screens for a long time;2. 助消化促代謝：山楂有機酸激活胃蛋白酶，枸杞多糖調(diào)節(jié)腸道菌群，共同緩解“飯后腹脹”“油膩難消”等現(xiàn)代飲食痛點；

2. Help digestion and promote metabolism: Hawthorn organic acids activate pepsin, while goji polysaccharides regulate gut microbiota, jointly alleviating modern dietary pain points such as "postprandial bloating" and "greasy and difficult to digest";3. 心血管保護：山楂黃酮降低血清膽固醇，枸杞多糖改善血管內(nèi)皮功能，形成“雙通路”心血管養(yǎng)護方案；

3. Cardiovascular protection: Hawthorn flavonoids reduce serum cholesterol, while goji polysaccharides improve endothelial function, forming a "dual pathway" cardiovascular maintenance plan;4. 抗氧化抗衰老：兩者ORAC（氧自由基吸收能力）值均遠超常見水果，可作為日?？寡趸瘮z入來源。

4. Antioxidant and anti-aging: Both have ORAC (oxygen free radical absorption capacity) values far exceeding those of common fruits and can be used as a daily source of antioxidant intake.

這些功能點不僅可通過包裝標注、社交媒體科普進行有效傳達，還可申請“保健食品”或“功能性食品”認證，進一步提升公信力與復購率。

These functional points can not only be effectively conveyed through packaging labeling and social media popularization, but also apply for "health food" or "functional food" certification, further enhancing credibility and repurchase rate.四、市場優(yōu)勢三：適配多元消費場景與渠道

4、 Market Advantage Three: Adapting to Multiple Consumer Scenarios and Channels

枸杞山楂汁的普適性使其能覆蓋多個高潛力消費場景：

The universality of goji berry and hawthorn juice enables it to cover multiple high potential consumption scenarios:餐飲佐餐：在火鍋、燒烤、自助餐等高脂高熱量場景中，作為“解膩助消化”的健康搭配飲品，替代含糖碳酸飲料；

Catering accompaniment: In high-fat and high calorie scenarios such as hotpot, barbecue, and buffet, it serves as a healthy pairing drink to "relieve greasiness and aid digestion", replacing sugary carbonated drinks;辦公場景：作為下午茶替代品，提神醒腦、緩解眼干，契合“職場養(yǎng)生”文化；

Office setting: As a substitute for afternoon tea, it can refresh the mind and relieve dry eyes, which is in line with the "workplace health" culture;運動恢復：適量有機酸與電解質(zhì)有助于運動后體液平衡，雖非運動飲料主力，但可作為輕度活動后的天然補充；

Exercise recovery: Moderate amounts of organic acids and electrolytes help maintain fluid balance after exercise. Although not the main source of sports drinks, they can be used as a natural supplement after mild activity;銀發(fā)經(jīng)濟：中老年群體對心腦血管健康高度關(guān)注，且對傳統(tǒng)食材接受度高，是穩(wěn)定的核心客群；

Silver haired economy: The middle-aged and elderly population is highly concerned about cardiovascular and cerebrovascular health, and has a high acceptance of traditional ingredients, making them a stable core customer group;禮品市場：結(jié)合國潮包裝設計，可打造“新中式健康禮盒”，適用于節(jié)日饋贈、企業(yè)福利等。

Gift market: combining with China-Chic packaging design, a "new Chinese style health gift box" can be created, which is suitable for holiday gifts, corporate welfare, etc.

在線上，可通過小紅書、抖音等內(nèi)容平臺進行“成分黨”種草；在線下，可入駐精品超市、健康食品店、中醫(yī)館甚至高鐵站便利店，實現(xiàn)全渠道滲透。

On line, you can plant grass through content platforms such as Xiaohongshu and Tiktok; Offline, you can enter boutique supermarkets, health food stores, traditional Chinese medicine clinics, and even high-speed rail convenience stores to achieve omnichannel penetration.五、配方優(yōu)化與產(chǎn)業(yè)化可行性

5、 Formula optimization and industrialization feasibility

當前已有多個品牌試水枸杞山楂復合飲品（如寧夏某品牌推出的“杞楂飲”），技術(shù)路徑成熟：

There are currently multiple brands testing the goji berry hawthorn composite beverage (such as the "Qizha Drink" launched by a brand in Ningxia), and the technological path is mature:基礎(chǔ)配方：枸杞原汁10%–15% + 山楂原汁20%–30% + 純凈水 + 天然甜味劑（赤蘚糖醇/羅漢果苷） + 維生素C（護色抗氧化）；

Basic formula: wolfberry juice 10% – 15%+hawthorn juice 20% – 30%+purified water+natural sweetener (erythritol/Arhat fruit glycoside)+vitamin C (color protection and antioxidant);工藝關(guān)鍵：采用低溫濃縮或NFC（非濃縮還原）技術(shù)保留活性成分；通過酶解澄清改善穩(wěn)定性；pH控制在3.5–4.0以兼顧風味與微生物安全；

Process key: using low-temperature concentration or NFC (non concentration reduction) technology to retain active ingredients; Improve stability through enzymatic clarification; PH control between 3.5-4.0 to balance flavor and microbial safety;創(chuàng)新延伸：可開發(fā)氣泡型、益生元添加型、復合草本型（如加入菊花、決明子）等變體，滿足細分需求。

Innovation Extension: Variants such as bubble type, prebiotic added type, and compound herbal type (such as adding chrysanthemum and cassia seed) can be developed to meet segmented needs.

此外，枸杞主產(chǎn)區(qū)（寧夏、青海）與山楂主產(chǎn)區(qū)（山東、河北）供應鏈完善，原料成本可控，具備規(guī)?；a(chǎn)基礎(chǔ)。

In addition, the main production areas of goji berries (Ningxia, Qinghai) and hawthorn (Shandong, Hebei) have complete supply chains, controllable raw material costs, and a foundation for large-scale production.六、挑戰(zhàn)與破局之道

6、 The way to challenge and break through the game

盡管前景廣闊，枸杞山楂汁仍需應對幾大挑戰(zhàn)：

Despite its broad prospects, goji berry and hawthorn juice still need to address several major challenges:消費者教育成本：部分年輕用戶對“藥食同源”概念陌生，需通過短視頻、KOL測評等方式普及知識；

Consumer education cost: Some young users are unfamiliar with the concept of "medicine and food sharing the same origin" and need to popularize knowledge through short videos, KOL evaluations, and other methods;風味接受度差異：山楂酸度較高，需通過配方微調(diào)（如加入梨汁、蘋果汁）提升普適性；

Difference in flavor acceptance: Hawthorn has a higher acidity and needs to be adjusted through formula adjustments (such as adding pear juice or apple juice) to improve universality;同質(zhì)化風險：隨著入局者增多，品牌需強化差異化，如強調(diào)產(chǎn)地溯源（“寧夏中寧枸杞+沂蒙山楂”）、有機認證、臨床功效背書等。

Homogenization risk: As the number of entrants increases, brands need to strengthen differentiation, such as emphasizing origin tracing ("Ningxia Zhongning Goji Berry+Yimeng Hawthorn"), organic certification, clinical efficacy endorsement, etc.結(jié)語：一杯傳承千年的智慧，正在煥發(fā)新生

Conclusion: A cup of wisdom that has been passed down for thousands of years is rejuvenating

枸杞山楂汁不是簡單的果汁混合，而是一次對中華養(yǎng)生智慧的現(xiàn)代化轉(zhuǎn)譯。它將古老的“食療”理念融入當代生活方式，以科學為橋梁，以口感為媒介，讓健康變得可飲、可感、可持續(xù)。在功能性飲料競爭日益激烈的今天，唯有真正具備“有效成分+真實功效+愉悅體驗”的產(chǎn)品，才能穿越周期，贏得人心。