在健康消費(fèi)浪潮席卷全球的當(dāng)下，以紅小豆與綠豆為主要原料開(kāi)發(fā)的植物蛋白飲料正成為飲品市場(chǎng)的新焦點(diǎn)。這類飲料不僅承載著傳統(tǒng)食療文化的智慧，更通過(guò)現(xiàn)代食品工藝的創(chuàng)新，滿足了消費(fèi)者對(duì)天然、營(yíng)養(yǎng)、健康的多元化需求。然而，如何在競(jìng)爭(zhēng)激烈的市場(chǎng)中脫穎而出？如何通過(guò)精準(zhǔn)的市場(chǎng)調(diào)研指導(dǎo)配方調(diào)整，打造既符合消費(fèi)者口味偏好又兼具功能性的產(chǎn)品？佳味添成將從市場(chǎng)趨勢(shì)洞察、消費(fèi)者需求分析、配方優(yōu)化路徑及實(shí)踐案例四個(gè)維度展開(kāi)探討。





 一、市場(chǎng)趨勢(shì)洞察：健康化與功能化驅(qū)動(dòng)產(chǎn)品創(chuàng)新

1、 Market Trend Insight: Health and Functionality Drive Product Innovation

近年來(lái)，隨著消費(fèi)者健康意識(shí)的提升，植物蛋白飲料市場(chǎng)規(guī)模持續(xù)擴(kuò)大。數(shù)據(jù)顯示，2025年全球植物基飲品市場(chǎng)規(guī)模已突破千億美元，其中亞洲地區(qū)增速領(lǐng)跑全球。在這一背景下，紅小豆與綠豆飲料憑借其獨(dú)特的營(yíng)養(yǎng)價(jià)值和傳統(tǒng)養(yǎng)生屬性，成為企業(yè)布局健康賽道的重要抓手。



從消費(fèi)趨勢(shì)來(lái)看，當(dāng)前市場(chǎng)呈現(xiàn)三大特征：一是“成分透明化”，消費(fèi)者更傾向于選擇配料表簡(jiǎn)潔、無(wú)添加劑的產(chǎn)品；二是“功能細(xì)分化”，針對(duì)不同場(chǎng)景（如運(yùn)動(dòng)補(bǔ)水、熬夜修復(fù)、祛濕消腫）的定制化需求日益凸顯；三是“風(fēng)味多元化”，在保留豆類本味的基礎(chǔ)上，復(fù)合口感（如紅豆+薏米、綠豆+薄荷）的接受度顯著提高。例如，山東可漾飲料公司推出的瓶裝紅豆薏米水，通過(guò)專利萃取技術(shù)實(shí)現(xiàn)0糖0脂0卡，同時(shí)保留谷物清香，上市后迅速成為全網(wǎng)爆款，其成功正是抓住了“輕養(yǎng)生”人群對(duì)便捷與健康的雙重需求。



此外，政策導(dǎo)向也為行業(yè)發(fā)展注入動(dòng)力。2025年發(fā)布的《國(guó)民營(yíng)養(yǎng)計(jì)劃》明確提出，要推動(dòng)傳統(tǒng)食材的現(xiàn)代化開(kāi)發(fā)，鼓勵(lì)企業(yè)挖掘雜糧、豆類等作物的健康價(jià)值。這一政策信號(hào)進(jìn)一步加速了紅小豆與綠豆飲料的研發(fā)進(jìn)程。

In addition, policy guidance also injects momentum into the development of the industry. The National Nutrition Plan released in 2025 explicitly proposes to promote the modernization of traditional food ingredients and encourage enterprises to explore the health value of crops such as grains and beans. This policy signal further accelerates the research and development process of red bean and mung bean beverages.

 二、消費(fèi)者需求解碼：從數(shù)據(jù)到痛點(diǎn)的深度剖析

2、 Decoding Consumer Demand: A Deep Analysis from Data to Pain Points

有效的市場(chǎng)調(diào)研是配方調(diào)整的前提。企業(yè)需通過(guò)多維度數(shù)據(jù)采集，精準(zhǔn)識(shí)別目標(biāo)人群的核心訴求。具體可從以下層面切入：

Effective market research is a prerequisite for formula adjustment. Enterprises need to accurately identify the core demands of their target audience through multi-dimensional data collection. Specific approaches can be taken from the following aspects:

- 人群畫(huà)像構(gòu)建

-Construction of crowd portrait   - 年輕白領(lǐng)群體：注重效率與健康平衡，偏好即飲型、低卡路里產(chǎn)品，對(duì)包裝顏值和便攜性要求較高；

-Young white-collar workers: pay attention to the balance between efficiency and health, prefer ready to drink and low calorie products, and have high requirements for packaging aesthetics and portability;   - 健身愛(ài)好者：追求高蛋白、高纖維配方，關(guān)注糖分和脂肪含量；

-Fitness enthusiasts: pursue high protein, high fiber formulas, pay attention to sugar and fat content;   - 中老年消費(fèi)者：重視傳統(tǒng)食療功效，如紅豆補(bǔ)血、綠豆降火，對(duì)甜度容忍度較低。

-Middle aged and elderly consumers: They value the efficacy of traditional dietary therapy, such as red beans for blood supplementation and mung beans for reducing internal heat, and have a lower tolerance for sweetness.

- 感官偏好測(cè)試

-Sensory preference test   - 通過(guò)盲測(cè)實(shí)驗(yàn)發(fā)現(xiàn)，約65%的受訪者認(rèn)為紅小豆飲料應(yīng)突出“綿密沙質(zhì)感”，而綠豆飲料則需強(qiáng)調(diào)“清爽解膩”；

-Through blind testing experiments, it was found that about 65% of respondents believe that red bean beverages should highlight a "dense and sandy texture", while green bean beverages should emphasize a "refreshing and relieving greasiness";   - 甜味劑選擇上，代糖（如赤蘚糖醇）與蜂蜜的組合接受度最高，純蔗糖配方逐漸被邊緣化。

-In terms of sweetener selection, the combination of sugar substitutes (such as erythritol) and honey has the highest acceptance, while pure sucrose formulas are gradually being marginalized.

- 功能訴求排序

-Ranking of functional demands   - 根據(jù)調(diào)研反饋，消費(fèi)者對(duì)紅小豆/綠豆飲料的功能期待依次為：利尿消腫＞補(bǔ)充膳食纖維＞抗氧化＞改善貧血；

-According to research feedback, consumers' expectations for the functions of red bean/mung bean beverages are as follows: diuresis and anti-inflammatory>dietary fiber supplementation>antioxidant>improvement of anemia;   - 值得注意的是，超過(guò)40%的用戶希望產(chǎn)品能標(biāo)注具體營(yíng)養(yǎng)成分含量（如每瓶含膳食纖維X克），以驗(yàn)證宣傳的真實(shí)性。

-It is worth noting that over 40% of users hope that the product can be labeled with specific nutritional content (such as X grams of dietary fiber per bottle) to verify the authenticity of the promotion.

 三、配方優(yōu)化路徑：科技賦能下的精準(zhǔn)調(diào)控

3、 Formula optimization path: precise regulation empowered by technology

基于市場(chǎng)調(diào)研結(jié)果，企業(yè)可從原料配比、工藝革新、輔料搭配三大方向?qū)嵤┡浞缴?jí)。以下是具體策略框架：

Based on market research results, enterprises can implement formula upgrades in three major directions: raw material ratio, process innovation, and auxiliary material matching. The following is the specific strategy framework:

- 核心原料配比優(yōu)化

-Optimization of core raw material ratio   - 單一豆類 vs 復(fù)合配方：研究表明，紅小豆與綠豆按特定比例混合可實(shí)現(xiàn)營(yíng)養(yǎng)互補(bǔ)。例如，添加少量綠豆提升蛋白質(zhì)含量，同時(shí)利用紅小豆的鐵元素強(qiáng)化補(bǔ)血功能；

-Single bean vs compound formula: Studies have shown that mixing red beans and mung beans in specific proportions can achieve nutritional complementarity. For example, adding a small amount of mung beans can increase protein content, while utilizing the iron element of red beans to enhance blood nourishing function;   - 產(chǎn)地與品種篩選：東北紅小豆因顆粒飽滿、色澤鮮亮成為首選，而綠豆則推薦當(dāng)年產(chǎn)新鮮原料以確保風(fēng)味清新。

-Origin and variety selection: Northeast red adzuki beans are the preferred choice due to their plump granules and bright color, while mung beans are recommended to use fresh ingredients from the same year to ensure a fresh flavor.

- 生產(chǎn)工藝革新

-Production process innovation   - 破碎提取技術(shù)：采用超聲波輔助破碎，提高出汁率的同時(shí)減少營(yíng)養(yǎng)流失；

-Crushing and extraction technology: using ultrasonic assisted crushing to improve juice yield while reducing nutrient loss;   - 殺菌工藝改進(jìn)：高溫短時(shí)滅菌結(jié)合無(wú)菌灌裝，兼顧安全性與口感保鮮；

-Improvement of sterilization process: combining high-temperature short-term sterilization with aseptic filling, balancing safety and freshness of taste;   - 質(zhì)地調(diào)控：針對(duì)紅小豆飲料易分層的問(wèn)題，可通過(guò)高壓均質(zhì)或添加穩(wěn)定劑改善懸浮性。

-Texture control: To address the issue of easy layering in red bean beverages, high-pressure homogenization or the addition of stabilizers can be used to improve suspension.

- 輔料與添加劑協(xié)同

-Collaboration between auxiliary materials and additives   - 天然調(diào)味方案：加入玫瑰鮮花液、紅棗枸杞提取物等增強(qiáng)香氣層次，避免人工香精的使用；

-Natural flavor scheme: add rose flower liquid, jujube and wolfberry extract to enhance the aroma level and avoid the use of artificial essence;   - 功能性強(qiáng)化：針對(duì)運(yùn)動(dòng)場(chǎng)景添加電解質(zhì)，面向熬夜人群補(bǔ)充維生素B群；

-Functional enhancement: adding electrolytes for sports scenes and supplementing vitamin B groups for those who stay up late;   - 甜度管理：采用代糖與果汁復(fù)配方案，既能降低熱量又能豐富味覺(jué)體驗(yàn)。

-Sweetness management: Adopting a combination of sugar substitutes and fruit juice, it can reduce calories and enrich the taste experience.

 四、實(shí)踐案例借鑒：標(biāo)桿企業(yè)的破局之道

4、 Practical case reference: The way to break through the situation of benchmark enterprises

以某頭部品牌為例，其通過(guò)以下步驟實(shí)現(xiàn)配方與市場(chǎng)的高效對(duì)接：

Taking a leading brand as an example, it achieves efficient integration between formula and market through the following steps:

- 第一階段：試錯(cuò)迭代

-Phase 1: Trial and Error Iteration   - 初期推出基礎(chǔ)款紅豆飲料，但因口感粗糙遭差評(píng)。隨后引入超微粉碎技術(shù)，將豆渣粒徑控制在微米級(jí)，顯著提升順滑度；

-Initially launched as a basic red bean beverage, but received negative reviews due to its rough taste. Subsequently, ultrafine grinding technology was introduced to control the particle size of soybean residue at the micrometer level, significantly improving smoothness;   - 根據(jù)線上評(píng)論調(diào)整甜度，從全蔗糖改為赤蘚糖醇+蘋果酸組合，好評(píng)率上升。

-According to online reviews, the sweetness level has been adjusted from sucrose to a combination of erythritol and malic acid, resulting in an increase in positive reviews.

- 第二階段：場(chǎng)景延伸

-Phase 2: Scene Extension   - 開(kāi)發(fā)“早餐系列”：推出低糖版綠豆百合飲，主打清腸排毒概念；

-Developing the "Breakfast Series": launching a low sugar version of Green Bean Lily Drink, focusing on the concept of clearing the intestines and detoxifying;   - 布局“夜間經(jīng)濟(jì)”：研發(fā)含有GABA氨基丁酸的助眠款紅豆杏仁奶。

-Layout of "Nighttime Economy": Develop a sleep aid red bean almond milk containing GABA aminobutyric acid.

- 第三階段：標(biāo)準(zhǔn)引領(lǐng)

-Phase Three: Standard Leadership   - 主導(dǎo)制定《紅豆水飲料團(tuán)體標(biāo)準(zhǔn)》，明確多酚含量、萃取濃度等核心指標(biāo)，樹(shù)立行業(yè)質(zhì)量標(biāo)桿；

-Lead the development of the 'Red Bean Water Beverage Group Standard', clarify core indicators such as polyphenol content and extraction concentration, and establish industry quality benchmarks;   - 建立全產(chǎn)業(yè)鏈溯源體系，從種植基地到生產(chǎn)線全程可控，增強(qiáng)消費(fèi)者信任。

-Establish a traceability system for the entire industry chain, with full control from the planting base to the production line, to enhance consumer trust.

 五、未來(lái)展望：從“跟跑者”到“領(lǐng)跑者”的轉(zhuǎn)型建議

5、 Future Outlook: Transformation Suggestions from "Followers" to "Leaders"

盡管紅小豆與綠豆飲料市場(chǎng)前景廣闊，但仍面臨同質(zhì)化嚴(yán)重、消費(fèi)場(chǎng)景局限等挑戰(zhàn)。對(duì)此，提出以下戰(zhàn)略建議：

Although the market prospects for red bean and mung bean beverages are promising, they still face challenges such as severe homogenization and limited consumption scenarios. The following strategic recommendations are proposed for this:

- 深化產(chǎn)學(xué)研合作：聯(lián)合高校科研機(jī)構(gòu)破解技術(shù)瓶頸，探索發(fā)酵工藝提升生物利用率；

-Deepen industry university research cooperation: collaborate with universities and research institutions to overcome technological bottlenecks, explore fermentation processes to improve bioavailability;- 數(shù)字化營(yíng)銷賦能：利用大數(shù)據(jù)分析用戶行為，定向推送個(gè)性化產(chǎn)品組合；

-Digital marketing empowerment: using big data to analyze user behavior and targeted personalized product combinations;- 文化IP打造：將中醫(yī)五行理論融入產(chǎn)品設(shè)計(jì)，賦予傳統(tǒng)食材現(xiàn)代敘事方式；

-Cultural IP creation: Integrating the theory of the Five Elements of Traditional Chinese Medicine into product design, endowing traditional ingredients with a modern narrative style;- 可持續(xù)發(fā)展布局：推廣環(huán)保包裝材料，建立豆類種植碳匯項(xiàng)目響應(yīng)雙碳目標(biāo)。

-Sustainable development layout: Promote environmentally friendly packaging materials and establish bean planting carbon sink projects to respond to the dual carbon goals.