近年來(lái)，植物蛋白飲料市場(chǎng)發(fā)展迅猛，是軟飲料行業(yè)增長(zhǎng)較快的細(xì)分領(lǐng)域。2020 - 2023 年，中國(guó)植物蛋白飲料市場(chǎng)規(guī)模從 980 億元增長(zhǎng)至 1428 億元，年均復(fù)合增長(zhǎng)率 9.8% ，預(yù)計(jì) 2025 年將突破 2000 億元，年均增速超 20%。其增長(zhǎng)源于消費(fèi)者健康意識(shí)覺(jué)醒與產(chǎn)業(yè)技術(shù)革新。人們健康意識(shí)提升，對(duì)健康飲品需求旺盛，植物蛋白飲料因低糖、低脂、高蛋白等屬性契合需求，市場(chǎng)需求攀升。技術(shù)層面，超高壓滅菌、酶解工藝等解決了傳統(tǒng)技術(shù)痛點(diǎn)，推動(dòng)產(chǎn)品升級(jí)，刺激消費(fèi)。?

在此環(huán)境下，以黑米黑豆黑芝麻為原料開(kāi)發(fā)的飲料潛力獨(dú)特。這三種食材在傳統(tǒng)養(yǎng)生觀念中受推崇，現(xiàn)代研究表明富含多種營(yíng)養(yǎng)成分，能滿(mǎn)足消費(fèi)者對(duì)健康和營(yíng)養(yǎng)的需求。且市場(chǎng)上此類(lèi)飲料產(chǎn)品少，存在市場(chǎng)空白，若成功開(kāi)發(fā)出口感好、品質(zhì)穩(wěn)定的產(chǎn)品，有望開(kāi)辟新市場(chǎng)，吸引相關(guān)消費(fèi)者，前景廣闊。?



消費(fèi)需求洞察?

Insight into Consumer Demand（一）健康意識(shí)覺(jué)醒?

（1） Awakening of Health Awareness?

?在當(dāng)今社會(huì)，生活水平提高，消費(fèi)者對(duì)健康飲食關(guān)注度極高。世界衛(wèi)生組織調(diào)查顯示全球約 75% 成年人處于亞健康狀態(tài)，促使人們重視日常飲食對(duì)健康的影響。在中國(guó)，超 80% 消費(fèi)者選購(gòu)食品飲料時(shí)會(huì)關(guān)注營(yíng)養(yǎng)成分表，偏好低糖、低脂、高蛋白及富含維生素、礦物質(zhì)等營(yíng)養(yǎng)元素的產(chǎn)品。?

黑米黑豆黑芝麻飲料契合健康需求。黑米含多種營(yíng)養(yǎng)元素，花青素抗氧化作用強(qiáng)；黑豆是優(yōu)質(zhì)植物蛋白來(lái)源，含多種有益成分；黑芝麻營(yíng)養(yǎng)豐富，維生素 E 含量居植物性食品之首。這些成分使該飲料成為追求健康生活消費(fèi)者的理想選擇，能滿(mǎn)足其營(yíng)養(yǎng)補(bǔ)充和身體保健需求。?

（二）個(gè)性化與多元化需求?

（2） Personalized and diversified needs?

?年輕群體是消費(fèi)市場(chǎng)主力軍，其消費(fèi)觀念和需求影響市場(chǎng)走向。當(dāng)下年輕人追求個(gè)性、注重自我表達(dá)，消費(fèi)時(shí)既關(guān)注產(chǎn)品功能，也追求情感共鳴與獨(dú)特體驗(yàn)，同時(shí)養(yǎng)生觀念在他們中逐漸普及。?

Young people are the main force in the consumer market, and their consumption concepts and demands influence market trends. Young people nowadays pursue individuality and focus on self-expression. When consuming, they not only pay attention to product functionality, but also pursue emotional resonance and unique experiences. At the same time, the concept of health preservation is gradually becoming popular among them. ?黑米黑豆黑芝麻飲料可多方面滿(mǎn)足年輕群體個(gè)性化、多元化需求。口味上創(chuàng)新調(diào)配，添加水果汁創(chuàng)造獨(dú)特風(fēng)味；包裝設(shè)計(jì)采用時(shí)尚潮流元素，吸引年輕消費(fèi)者目光；營(yíng)銷(xiāo)推廣結(jié)合線上社交媒體平臺(tái)和線下潮流活動(dòng)，開(kāi)展互動(dòng)式營(yíng)銷(xiāo)，將產(chǎn)品與年輕群體生活方式緊密結(jié)合，引發(fā)情感認(rèn)同和購(gòu)買(mǎi)欲望，滿(mǎn)足其養(yǎng)生、個(gè)性與時(shí)尚追求。?

競(jìng)爭(zhēng)局勢(shì)剖析?

Analysis of Competitive Situation（一）現(xiàn)有競(jìng)品分析?

（1） Analysis of existing competitors?

?在當(dāng)前市場(chǎng)，以黑米黑豆黑芝麻為核心原料的飲料產(chǎn)品不算多，但有一些代表性競(jìng)品，各在品牌影響力、口感特色、營(yíng)養(yǎng)成分等方面各有優(yōu)勢(shì)。?

In the current market, there are not many beverage products that use black rice, black beans, and black sesame as their core ingredients, but there are some representative competitors who each have advantages in brand influence, taste characteristics, nutritional content, and other aspects. ?伊利谷粒多黑谷牛奶飲品知名度高。伊利作為乳業(yè)巨頭，品牌影響力強(qiáng)、銷(xiāo)售渠道廣，為產(chǎn)品推廣奠定基礎(chǔ)?？诟猩先诤虾诙埂⒑诿?、黑芝麻與牛奶，有醇厚奶香和谷物獨(dú)特口感，層次豐富。營(yíng)養(yǎng)方面，除牛奶營(yíng)養(yǎng)外，還結(jié)合了黑豆、黑米、黑芝麻的營(yíng)養(yǎng)，豐富均衡。?

（二）潛在進(jìn)入者威脅?

（2） Potential entrant threat?

?隨著植物蛋白飲料市場(chǎng)升溫及消費(fèi)者對(duì)健康養(yǎng)生飲品需求增長(zhǎng)，黑米黑豆黑芝麻飲料市場(chǎng)吸引新品牌進(jìn)入可能性大，潛在進(jìn)入者威脅不容忽視。?

With the rise of the plant protein beverage market and the increasing demand for health and wellness drinks among consumers, the black rice, black beans, and black sesame beverage market has a high possibility of attracting new brands to enter, and the threat of potential entrants cannot be ignored. ?行業(yè)進(jìn)入門(mén)檻方面，資金和技術(shù)是重要因素，建工廠、購(gòu)設(shè)備、研發(fā)配方需大量資金，解決生產(chǎn)技術(shù)問(wèn)題需專(zhuān)業(yè)能力；品牌建設(shè)和渠道拓展也是挑戰(zhàn)，打造知名品牌需長(zhǎng)期培育和大量營(yíng)銷(xiāo)投入，構(gòu)建銷(xiāo)售渠道也非易事。?

In terms of industry entry barriers, capital and technology are important factors. Building factories, purchasing equipment, and developing formulas require a large amount of capital, while solving production technology problems requires professional skills; Brand building and channel expansion are also challenges. Creating a well-known brand requires long-term cultivation and significant marketing investment, and building sales channels is not an easy task. ?不過(guò)新品牌進(jìn)入仍有機(jī)會(huì)，當(dāng)前缺乏主導(dǎo)品牌，消費(fèi)者認(rèn)知和需求在增長(zhǎng)且品牌忠誠(chéng)度不高，新品牌若能精準(zhǔn)定位、開(kāi)發(fā)獨(dú)特產(chǎn)品并有效營(yíng)銷(xiāo)，就可能立足。食品加工技術(shù)發(fā)展普及，小型企業(yè)或初創(chuàng)品牌還能與代工廠合作降低成本和門(mén)檻。但新品牌進(jìn)入后必然面臨與現(xiàn)有品牌的激烈競(jìng)爭(zhēng)，需在產(chǎn)品創(chuàng)新、品牌營(yíng)銷(xiāo)和渠道建設(shè)等方面投入大量資源。?

產(chǎn)業(yè)鏈剖析?

Analysis of the Industrial Chain（一）上游原料供應(yīng)?

（1） Upstream raw material supply?

?黑米、黑豆、黑芝麻是飲料的核心原料，其供應(yīng)影響飲料產(chǎn)業(yè)發(fā)展。黑米主產(chǎn)于陜西洋縣、廣西東蘭、貴州惠水等地，黑豆廣泛種植于東北、華北等地，黑芝麻主產(chǎn)于河南、湖北、安徽等地。?

Black rice, black beans, and black sesame are the core raw materials of beverages, and their supply affects the development of the beverage industry. Black rice is mainly produced in Yang County, Shaanxi Province, Donglan, Guangxi Province, Huishui, Guizhou Province, etc. Black beans are widely planted in Northeast and North China, and black sesame is mainly produced in Henan, Hubei, Anhui and other places. ?原料供應(yīng)穩(wěn)定性受氣候、種植面積和病蟲(chóng)害等因素影響。如 2022 年河南極端降雨致黑芝麻大幅減產(chǎn)；農(nóng)民調(diào)整種植作物影響原料供應(yīng)；病蟲(chóng)害侵襲也會(huì)導(dǎo)致減產(chǎn)。?

The stability of raw material supply is affected by factors such as climate, planting area, and pests and diseases. In 2022, extreme rainfall in Henan caused a significant reduction in black sesame production; Farmers adjusting crop planting affects raw material supply; The invasion of pests and diseases can also lead to reduced production. ?原料價(jià)格波動(dòng)與供應(yīng)穩(wěn)定性相關(guān)，影響飲料生產(chǎn)成本。如 2018 - 2019 年黑芝麻因供應(yīng)短缺價(jià)格大漲，增加飲料生產(chǎn)成本。為應(yīng)對(duì)價(jià)格波動(dòng)風(fēng)險(xiǎn)，飲料企業(yè)可簽長(zhǎng)期合作協(xié)議或建立原料儲(chǔ)備庫(kù)。?

The fluctuation of raw material prices is related to supply stability, which affects the production cost of beverages. In 2018-2019, the price of black sesame rose sharply due to supply shortages, increasing the production cost of beverages. To cope with the risk of price fluctuations, beverage companies can sign long-term cooperation agreements or establish raw material reserves. ?（二）中游生產(chǎn)加工?

（2） Midstream production and processing?

?黑米黑豆黑芝麻飲料生產(chǎn)加工環(huán)節(jié)技術(shù)關(guān)鍵、流程復(fù)雜，對(duì)產(chǎn)品質(zhì)量和市場(chǎng)競(jìng)爭(zhēng)力影響重大。?

The production and processing of black rice, black beans, and black sesame beverages are technically critical and have complex processes, which have a significant impact on product quality and market competitiveness. ?生產(chǎn)工藝涵蓋原料預(yù)處理、磨漿、調(diào)配、均質(zhì)、殺菌和灌裝等步驟。原料預(yù)處理要篩選、清洗黑米、黑豆、黑芝麻，去除雜質(zhì)霉變顆粒。黑米需浸泡，黑豆可能脫皮，黑芝麻炒制時(shí)要嚴(yán)控溫度和時(shí)間。磨漿要求顆粒度達(dá)微米級(jí)。調(diào)配時(shí)加適量糖、穩(wěn)定劑、乳化劑等輔料，如黃原膠、蔗糖酯等以保證口感和穩(wěn)定性。?

生產(chǎn)加工有技術(shù)難點(diǎn)，飲料穩(wěn)定性是關(guān)鍵，因原料富含蛋白質(zhì)、油脂易沉淀、分層等，企業(yè)要優(yōu)化配方、選合適添加劑并確定添加量，采用先進(jìn)均質(zhì)技術(shù)。風(fēng)味保持與優(yōu)化也是挑戰(zhàn)，需控制工藝參數(shù)、選好設(shè)備，如用低溫殺菌技術(shù)。先進(jìn)生產(chǎn)技術(shù)和設(shè)備可提升產(chǎn)品質(zhì)量和競(jìng)爭(zhēng)力，自動(dòng)化、智能化設(shè)備能提效、降成本、保質(zhì)量，像德國(guó) GEA 高壓均質(zhì)機(jī)和瑞士 ABB 自動(dòng)化灌裝生產(chǎn)線。?

（三）下游銷(xiāo)售渠道?

（3） Downstream sales channels?

?黑米黑豆黑芝麻飲料銷(xiāo)售渠道分傳統(tǒng)與新興兩類(lèi)，對(duì)銷(xiāo)售影響多樣。?

The sales channels for black rice, black beans, and black sesame beverages are divided into traditional and emerging categories, which have diverse impacts on sales. ?傳統(tǒng)渠道含大型連鎖超市、便利店和小型雜貨店。大型連鎖超市像沃爾瑪?shù)?，客流量大、商品全、品牌展示佳，有完善供?yīng)鏈和銷(xiāo)售模式，常開(kāi)展促銷(xiāo)提升銷(xiāo)量；便利店如 7-11 等，位置便捷、24 小時(shí)營(yíng)業(yè)，滿(mǎn)足即時(shí)購(gòu)買(mǎi)需求；小型雜貨店多分布在社區(qū)、鄉(xiāng)鎮(zhèn)，與周邊居民聯(lián)系緊密，是注重性?xún)r(jià)比和便利性消費(fèi)者的選擇。?

新興渠道有電商平臺(tái)、社交媒體營(yíng)銷(xiāo)和直播帶貨。電商平臺(tái)像淘寶等打破地域限制，購(gòu)物便捷，能精準(zhǔn)營(yíng)銷(xiāo)；社交媒體營(yíng)銷(xiāo)借助微信等平臺(tái)，靠?jī)?nèi)容、口碑傳播吸引購(gòu)買(mǎi)；直播帶貨通過(guò)主播實(shí)時(shí)展示、互動(dòng)，銷(xiāo)售轉(zhuǎn)化快，頭部主播直播間銷(xiāo)售額巨大，有力推動(dòng)飲料銷(xiāo)售。?

風(fēng)險(xiǎn)與挑戰(zhàn)?

Risks and Challenges（一）原材料風(fēng)險(xiǎn)?

（1） Raw material risk?

?黑米、黑豆、黑芝麻的供應(yīng)穩(wěn)定性受自然因素與市場(chǎng)波動(dòng)雙重影響。自然因素方面，產(chǎn)區(qū)常遭自然災(zāi)害，如 2021 年河南暴雨洪澇使當(dāng)?shù)睾谥ヂ椤⒑诙箿p產(chǎn)，2023 年陜西洋縣干旱致黑米產(chǎn)量和品質(zhì)下降。市場(chǎng)波動(dòng)上，需求大增會(huì)使價(jià)格攀升、供應(yīng)緊張，像 2019 年養(yǎng)生熱讓黑芝麻價(jià)格漲幅超 60% ，且種植戶(hù)會(huì)因價(jià)格和效益調(diào)整種植結(jié)構(gòu)影響供應(yīng)。對(duì)此，企業(yè)可采取多元化采購(gòu)、與供應(yīng)商建長(zhǎng)期合作、建立原料儲(chǔ)備庫(kù)等策略應(yīng)對(duì)供應(yīng)不穩(wěn)定和價(jià)格波動(dòng)風(fēng)險(xiǎn)。?

（二）市場(chǎng)競(jìng)爭(zhēng)風(fēng)險(xiǎn)?

（2） Market competition risk?

?植物蛋白飲料市場(chǎng)競(jìng)爭(zhēng)激烈，產(chǎn)品同質(zhì)化嚴(yán)重，像核桃乳、杏仁露、椰汁等在功能、定位、目標(biāo)消費(fèi)群體上相似，都主打健康營(yíng)養(yǎng)，這讓新進(jìn)入市場(chǎng)的黑米黑豆黑芝麻飲料面臨較大競(jìng)爭(zhēng)壓力。一些傳統(tǒng)品牌如養(yǎng)元六個(gè)核桃、承德露露等，品牌知名度高、消費(fèi)群體穩(wěn)定，相比之下，新品牌知名度低，市場(chǎng)推廣初期需投入大量資源宣傳。?

激烈競(jìng)爭(zhēng)易引發(fā)價(jià)格戰(zhàn)，2023 年部分品牌降價(jià)促銷(xiāo)，壓縮利潤(rùn)空間、影響產(chǎn)品質(zhì)量和品牌形象。新進(jìn)入的黑米黑豆黑芝麻飲料企業(yè)因規(guī)模小、成本控制能力弱，在價(jià)格戰(zhàn)中處于劣勢(shì)，經(jīng)營(yíng)壓力大。?

Intense competition can easily lead to price wars. In 2023, some brands will reduce prices for promotions, compress profit margins, and affect product quality and brand image. The newly entered black rice, black beans, and black sesame beverage enterprises are at a disadvantage in the price war due to their small scale and weak cost control ability, resulting in significant operational pressure. ?為應(yīng)對(duì)風(fēng)險(xiǎn)，企業(yè)要加強(qiáng)產(chǎn)品創(chuàng)新，在配方、口味、包裝等方面突出差異化，如開(kāi)發(fā)特定功效或個(gè)性化包裝產(chǎn)品。同時(shí)加大品牌建設(shè)和推廣，通過(guò)多渠道宣傳，提升知名度和美譽(yù)度，增強(qiáng)消費(fèi)者認(rèn)同感與忠誠(chéng)度。?

To cope with risks, enterprises need to strengthen product innovation and highlight differentiation in terms of formula, taste, packaging, etc., such as developing specific efficacy or personalized packaging products. At the same time, we will increase brand building and promotion, enhance brand awareness and reputation through multi-channel promotion, and strengthen consumer identification and loyalty. ?（三）技術(shù)風(fēng)險(xiǎn)?

（3） Technical risk?

?在黑米黑豆黑芝麻飲料研發(fā)中，存在諸多技術(shù)難題。去除不良風(fēng)味的同時(shí)保留營(yíng)養(yǎng)成分是挑戰(zhàn)之一，傳統(tǒng)去除方法雖能減輕不良風(fēng)味，但會(huì)損失部分營(yíng)養(yǎng)。飲料穩(wěn)定性也是關(guān)鍵問(wèn)題，原料富含蛋白質(zhì)、油脂等，儲(chǔ)存易沉淀、分層、脂肪上浮，需篩選優(yōu)化穩(wěn)定劑和乳化劑配方，且生產(chǎn)工藝參數(shù)也影響穩(wěn)定性。生產(chǎn)技術(shù)水平影響產(chǎn)品質(zhì)量和效率，落后技術(shù)會(huì)致質(zhì)量不穩(wěn)、成本上升，先進(jìn)技術(shù)設(shè)備雖好但成本高，部分企業(yè)難以承受。為應(yīng)對(duì)技術(shù)風(fēng)險(xiǎn)，企業(yè)應(yīng)加大研發(fā)投入，加強(qiáng)合作，引進(jìn)技術(shù)人才，建立質(zhì)量控制體系，確保產(chǎn)品質(zhì)量穩(wěn)定。?

前景展望?

Outlook for the future?

?綜合來(lái)看，開(kāi)發(fā)黑米黑豆黑芝麻飲料配方市場(chǎng)前景廣闊但挑戰(zhàn)眾多。植物蛋白飲料市場(chǎng)擴(kuò)張、營(yíng)養(yǎng)優(yōu)勢(shì)及市場(chǎng)空白、消費(fèi)者對(duì)健康和個(gè)性化的追求帶來(lái)發(fā)展機(jī)遇；然而，競(jìng)爭(zhēng)激烈，產(chǎn)業(yè)鏈各環(huán)節(jié)存在不穩(wěn)定因素，面臨原材料、市場(chǎng)競(jìng)爭(zhēng)和技術(shù)等風(fēng)險(xiǎn)。?