New trends in food and beverage: Health upgrades and scenario marketing drive consumption | WRC Consumption Index Brand List Vol.85

During this monitoring period, Three Squirrels, Mengniu, and Yili ranked top three on the list with comprehensive popularity indexes of 1.80, 1.79, and 1.76 respectively.

Image source: Shiyan Big Consumption Index

Precise stratification of food health needs, "functional segmentation + ingredient upgrade" drives consumption decisions

 Judging from the dynamics of the listed brands, brands are taking ingredient innovation and category innovation as the core means to precisely dissect the health demands of different consumer groups. In the dairy industry, Mengniu jointly launched A2β-casein organic fresh milk with M Membership Store, targeting the refined nutritional needs of high - end families with the nutritional advantage of 4.0g of high - quality milk protein per 100 milliliters; Renyang Yitou Niu relies on digital and intelligent pastures to ensure the quality of milk sources and continuously strengthens the brand perception of "native nutrition". The health segmentation in the snack industry is even more in - depth. Three Squirrels precisely layouts for groups such as mothers and babies and young people who prefer light food, covering multi - scenario needs.

The products are mainly featured with zero added sugar, salt, and flavoring, high fiber and low calories, and added with nutritional ingredients such as prebiotics, calcium, iron, and zinc. Examples include the "7 - day fresh" nuts, five - black Sachima, and calcium, iron, zinc AD calcium milk, which precisely meet diverse health demands.

Weilong's financial report for the first half of 2025 shows that vegetable products centered around Konjac Jelly and Wind - eaten Kelp contributed more than 60% of the revenue, confirming the potential of the healthy snack market. In July, it further stepped up its efforts in the healthy track, launching a new high - fiber boletus konjac product and entering Sam's Club, meeting the dual needs of "health + taste" of middle - and high - end consumers in the Sam's Club channel through "plant - based + low - calorie".

All these confirm that "health" is no longer a single ingredient label, but a systematic value expression that integrates technological support, population insight, and channel adaptation. It not only enables consumers' segmented health needs to be more precisely met, but also promotes the industry to break out of homogeneous competition, builds a differentiated barrier based on the logic of "demand - driven innovation", and injects more sustainable growth momentum into the healthy upgrade of the food and fresh produce industry.

Deep penetration of brand scenario - based marketing, "emotional resonance + instant experience" constructs a consumption closed - loop

Brands are accelerating the integration of products into life scenarios. Through the combined strategy of "scenario binding + interactive experience + instant conversion", they deeply bind product functions with users' life scenarios and emotional needs, constructing a complete consumption closed - loop, which has become the core engine for the dual growth of sales volume and brand awareness.

Wahaha's electrolyte drink "Huidong" precisely entered the high - frequency and high - demand consumption scenario of "sports hydration" in July by sponsoring the Scottish Premiership football league; Master Kong launched a beverage with a unique flavor, "Rock Sugar Bitter Gourd", directly responding to the seasonal demand of "clearing heat and relieving summer heat in summer".

IP co - branding and emotional marketing further strengthen the connection with users. Qiao Le Zi continued its high - traffic co - branding with Harry Potter, launched a customized - flavor magic ice cream, and at the same time carried out interactive activities on Xiaohongshu in combination with the graduation season scenario, reaching the young group with the dual emotional anchor points of "nostalgia + youth".

Tea and snack brands are making simultaneous efforts. In July, Mixue Bingcheng intensively launched seasonal new products such as apple milk green and mulberry milkshake, strengthening the scenario perception of "summer iced drinks" through check - in activities; Choubao crossed over to the Galaxy Left Bank Music Festival, forming a "happy consumption" memory point in the combined form of "off - line tasting + on - line ticket giveaway", with the total exposure and interaction exceeding ten million. This model of "scenario - created demand + emotional connection + instant conversion" not only strongly associates product functions with consumption needs, but also deepens brand perception through interactive experiences, and finally builds a differentiated core competitive barrier for the brand.

List description

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", the "Consumption Popular Event List", and extended list reports in the corresponding scope. It aims to objectively and truthfully present the trend characteristics of the consumption world through the index evaluation method, help the industry and brand owners continuously track the consumption market trends, provide references for enterprise operations, and enhance the comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor, beauty and cleaning, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The list data calculation combines publicly available data from mainstream platforms and data precipitation from the Shiyan Big Consumption Platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is especially reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third - parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not assume any legal liability for any losses or damages caused by the use of the information in this report.