近年來，“健康飲品”成了飲料市場的主旋律，從無糖茶到果蔬汁，消費者越來越看重“天然、養(yǎng)生”的屬性。而紅棗和山楂這對“國民養(yǎng)生CP”，若開發(fā)成茶飲料配方，不僅契合當下消費需求，更能在紅海市場中開辟出獨特優(yōu)勢，今天就來拆解它的六大市場價值！

一、精準踩中“健康化+功能化”消費趨勢



1、 Accurately tapping into the trend of "health+functionality" consumption
根據《2024年中國飲品行業(yè)趨勢報告》，72%的消費者在選購飲料時會關注“原料天然性”，65%會優(yōu)先選擇“有養(yǎng)生功效”的產品。紅棗和山楂本身就是藥食同源的食材：

According to the "2024 China Beverage Industry Trend Report", 72% of consumers will pay attention to the "natural ingredients" when choosing beverages, and 65% will prioritize products with "health benefits". Red dates and hawthorn are both medicinal and edible ingredients
- 紅棗：富含維生素C、膳食纖維和多糖，被消費者熟知的“補氣血”“健脾胃”標簽，自帶健康認知基礎；

-Red dates: rich in vitamin C, dietary fiber, and polysaccharides, with well-known labels such as "tonifying qi and blood" and "strengthening the spleen and stomach" among consumers, they come with a foundation of health awareness;
- 山楂：含有山楂酸、黃酮類物質，主打“助消化”“促食欲”，尤其受積食、控體重人群青睞。

-Hawthorn: Contains hawthorn acid and flavonoids, with a focus on "aiding digestion" and "promoting appetite", especially favored by people who accumulate food and control weight.
二者結合開發(fā)茶飲料，無需過多教育市場，就能憑借“天然食材+明確功效”的組合，吸引注重養(yǎng)生的消費者，比普通調味茶更具差異化競爭力。

By combining the two to develop tea beverages, without the need for excessive market education, the combination of "natural ingredients+clear efficacy" can attract consumers who value health, making it more competitive than ordinary flavored tea.
二、覆蓋全年齡段目標群體，市場基數龐大

2、 Covering the target audience of all ages, with a huge market base
紅棗山楂茶飲料的受眾不是單一群體，而是能橫跨多個年齡段，實現“全家共享”：

The audience for red date and hawthorn tea beverages is not a single group, but can span multiple age groups to achieve "family sharing":
女性群體：25-45歲女性關注養(yǎng)顏、補氣血，紅棗的“美容屬性”+山楂的“消脂暗示”，能精準戳中需求，可主打“輕養(yǎng)生飲品”概念；

Female group: Women aged 25-45 are concerned about beauty and nourishing qi and blood. The "beauty properties" of red dates and the "fat reducing suggestion" of hawthorn can accurately meet their needs, and can focus on the concept of "light health drinks";
中老年群體：注重腸胃健康和傳統(tǒng)養(yǎng)生，紅棗山楂茶酸甜適口，且無咖啡因、低糖配方更適合，可作為“日常保健飲品”推廣；

Middle aged and elderly population: Pay attention to gastrointestinal health and traditional health preservation. Red date and hawthorn tea has a sweet and sour taste, and is more suitable for decaffeinated and low sugar formulas. It can be promoted as a "daily health drink";
年輕群體：18-24歲年輕人喜歡酸甜口感，同時排斥“齁甜”和“人工味”，可開發(fā)低糖、冷泡款，搭配高顏值包裝，主打“清爽解膩”場景；

Young people: 18-24 year olds prefer a sour and sweet taste, while rejecting "tangy" and "artificial flavors". They can develop low sugar, cold foam styles, paired with high aesthetic packaging, and focus on "refreshing and relieving greasiness" scenes;
兒童群體：相比碳酸飲料，家長更愿意為“天然食材”的飲品買單，紅棗山楂茶酸甜開胃，可推出小容量“兒童款”，主打“健康解饞”。

Children's group: Compared to carbonated drinks, parents are more willing to pay for drinks made with "natural ingredients". Red date and hawthorn tea has a sweet and sour taste that is appetizing, and a small capacity "children's version" can be launched, focusing on "healthy and satisfying cravings".
三、場景化需求突出，適配多消費場景

3、 Highlighting the demand for contextualization and adapting to multiple consumption scenarios
不同于傳統(tǒng)茶飲料僅聚焦“解渴”，紅棗山楂茶憑借獨特口感和功效，能覆蓋多元消費場景：

Unlike traditional tea drinks that only focus on "quenching thirst", red date hawthorn tea, with its unique taste and efficacy, can cover a variety of consumer scenarios:
- 餐飲場景：火鍋、燒烤、重油外賣后，一杯酸甜的紅棗山楂茶解膩助消化，可與餐飲品牌聯(lián)名，成為“餐配飲品”首選；

-Catering scene: After hot pot, barbecue, and heavy oil takeout, a cup of sweet and sour red dates and hawthorn tea can relieve greasiness and aid digestion. It can be co branded with catering brands and become the preferred "meal pairing drink";
- 辦公場景：下午犯困時，替代高糖咖啡，既能提神又能緩解久坐積食，適合作為“辦公輕養(yǎng)生”飲品；

-Office scenario: When feeling drowsy in the afternoon, replacing high sugar coffee can not only refresh the mind but also relieve sedentary food accumulation, making it suitable as a "light office health" drink;
- 家庭場景：節(jié)假日聚餐、日常早餐搭配，冷熱皆宜，可作為“家庭共享裝”擺上貨架；

-Family scene: Holiday gatherings, daily breakfast combinations, suitable for both hot and cold, can be used as "family shared equipment" on shelves;
- 戶外場景：開發(fā)便攜罐裝冷泡款，滿足露營、出游時的清爽解渴需求，比傳統(tǒng)熱茶更易攜帶。

-Outdoor scenario: Develop portable canned cold brew products to meet the refreshing and thirst quenching needs of camping and travel, which are easier to carry than traditional hot tea.
四、原料成本可控，產業(yè)鏈成熟易落地

4、 The cost of raw materials is controllable, and the industrial chain is mature and easy to implement
紅棗和山楂都是我國產量大、供應鏈成熟的農產品：

Red dates and hawthorn are both agricultural products with large production and mature supply chains in China
紅棗主產區(qū)集中在新疆、陜西、山西，山楂主產區(qū)在山東、河北、河南，原料采購渠道穩(wěn)定，且批量采購成本較低。同時，二者加工技術成熟，可通過濃縮汁、凍干粉等形式儲存，減少原料損耗，降低生產難度。

The main production areas of red dates are concentrated in Xinjiang, Shaanxi, and Shanxi, while the main production areas of hawthorn are in Shandong, Hebei, and Henan. The procurement channels for raw materials are stable, and the cost of bulk procurement is relatively low. At the same time, both processing technologies are mature and can be stored in the form of concentrated juice, freeze-dried powder, etc., reducing raw material loss and lowering production difficulty.
對于企業(yè)而言，無需投入高額研發(fā)成本攻克原料難題，就能快速落地生產，且能借助“助農”“地域特色食材”的標簽，獲得政策支持和消費者好感。

For enterprises, they can quickly implement production without investing high research and development costs to overcome raw material difficulties, and can use the labels of "agricultural assistance" and "regional specialty ingredients" to gain policy support and consumer favor.
五、差異化口感+包裝，易打造記憶點

5、 Differentiated taste+packaging, easy to create memory points
當前飲料市場中，單一風味的茶飲料競爭激烈，而紅棗山楂茶的“酸甜平衡”口感自帶記憶點：

In the current beverage market, competition for single flavored tea drinks is fierce, and the "balanced sour and sweet" taste of jujube and hawthorn tea has its own memory points:
可通過調整紅棗與山楂的配比，打造“偏甜潤”（紅棗多）或“偏清爽”（山楂多）的不同版本，滿足不同口味偏好。包裝上，可結合傳統(tǒng)文化元素，比如用國風插畫、書法字體，區(qū)別于網紅飲品的簡約風，吸引注重顏值和文化內涵的消費者。

案例參考：某品牌曾推出“紅棗山楂汁”，憑借玻璃瓶裝+復古標簽，主打“小時候的味道”，在小紅書、抖音引發(fā)懷舊營銷，單月銷量突破10萬瓶。

Case reference: A brand once launched "Red Date and Hawthorn Juice". With glass bottles and retro labels, it focused on "the taste of childhood", which triggered nostalgic marketing in Little Red Book and Tiktok, and its monthly sales exceeded 100000 bottles.
六、延伸產品線，拓展利潤空間

6、 Extend product line and expand profit margin
紅棗山楂茶飲料不是單一產品，還能延伸出多條產品線，形成“矩陣式布局”：

Red date hawthorn tea beverage is not a single product, it can also extend to multiple product lines, forming a "matrix layout":
- 基礎款：低糖罐裝/瓶裝茶飲料，主打大眾市場；

-Basic version: Low sugar canned/bottled tea beverage, targeting the mass market;
- 高端款：添加枸杞、桂圓等食材的“復方養(yǎng)生茶”，定價更高，瞄準中高端養(yǎng)生人群；

-High end version: "Compound health tea" with added ingredients such as goji berries and longan, priced higher, targeting the mid to high end health population;
- 便捷款：茶包、濃縮液，適合家庭自制，拓展電商渠道；

-Convenient: Tea bags, concentrated liquids, suitable for home production, expanding e-commerce channels;
- 季節(jié)款：冬季推出熱飲裝，夏季推出冰爽氣泡款，保持市場熱度。

-Seasonal models: Hot drink sets are launched in winter, and refreshing bubble styles are launched in summer to maintain market popularity.
最后總結：紅棗山楂茶飲料的“黃金機會”

Final Summary: The "Golden Opportunity" of Red Date Hawthorn Tea Beverage
在健康飲品賽道中，紅棗山楂茶飲料兼具“天然原料、明確功效、廣譜受眾、場景多元”四大優(yōu)勢，既符合消費者需求，又具備產業(yè)落地可行性。對于企業(yè)或創(chuàng)業(yè)者來說，只要抓住“口感創(chuàng)新+場景營銷+文化賦能”三個關鍵點，就能在千億飲品市場中占據一席之地，甚至打造出下一個“國民級飲品”！