Click to read the original article for details For beverage products, summer is the most important season. At a time when major brands are competing for a share of the beverage market, sugar-free beverages are the most novel this summer. It should be noted that beverages marketed as "sugar-free" simply do not add sugars containing sucrose; they are not completely free of sugar, and consumers should be aware of this. -01- Sugar-Free Beverages Become the New Favorite in Summer Beverage Market "We have many sugar-free beverages here, including sparkling water, tea, and cola, all in sugar-free versions. It just depends on what flavor customers prefer," a stock clerk at Wonderful Life Supermarket told reporters. The reporter observed that on the beverage shelves, sugar-free beverages occupy a significant display area. Both established brands like Coca-Cola, Pepsi, Watsons, and Nongfu Spring, as well as new brands like Genki Forest, Daodi Shangpin, and Mingren, are present. Zhou Chao, who runs a convenience store in a residential area, told reporters that he reserves the most prominent spot in his freezer for sugar-free beverages. These beverages offer a wide variety of flavors, including cucumber, peach, calamansi lime, oolong tea, and milk tea, which appeal to young consumers. In terms of price, sugar-free beverages are generally slightly higher than most regular beverages, with most priced around 5 yuan, and only a few imported sugar-free beverages priced around 10 yuan. Many consumers believe that sugar is the soul of beverages because it brings a sense of pleasure. Clearly, beverage manufacturers do not share this view. Pepsi introduced its sugar-free Diet Pepsi as early as 1964, and Coca-Cola also has its own sugar-free products. At Yuefang ID-Mall supermarket, staff told reporters that sugar-free beverages are relatively new, and many consumers try them out of curiosity. Tea drinks that are completely sugar-free, such as Nongfu Spring's Oriental Leaf and pure cold-brewed tea, are more popular among men. Sugar-free beverages that taste sweet, such as sugar-free sparkling water and milk tea drinks, are more favored by female consumers and young people. -02- "Sugar-Free" Category Growth Rate Reaches 30% In recent years, consumers have shifted from seeking pleasure in beverage consumption to demanding healthier options, increasing their health requirements. Major brands have seized this "trend" and begun to accelerate their布局 in this market. Jianlibao, known as the "father of national sports drinks," has adjusted its formula and launched "Jianlibao Fiber+" sports drink,主打 "zero sugar, zero fat" concept. Genki Forest, known as an "internet-famous beverage," with high appearance and new flavors, claims to be "0 fat, 0 sugar, 0 calories." Its sales in the first five months of this year reached 660 million yuan, approaching last year's total sales, overwhelming other brands. Previously, Wahaha launched "Anhua Dark Tea" beverage, and C'estbon launched "Zuo Wei Cha Shi" sugar-free tea. "I never expected that all kinds of beverages, including cola, milk tea, cold-brewed tea, sparkling water, and soda water, could have sugar-free versions," Zhou Chao expressed amazement at the R&D capabilities of beverage manufacturers. Data shows that the scale of China's tea beverage market was 78.7 billion yuan in 2019, with sugar-containing tea beverages accounting for 94.8% of retail sales. Sugar-free tea beverages have a relatively small share but are expanding, with a category growth rate of 30% in 2019. Its market share in the beverage market is expected to rise from the current 6% to 12.3% by 2024. -03- Sugar-Free Does Not Mean Completely Free of Sugar "When I saw the words 'sugar-free' on the bottle, I was curious what cola without sugar would taste like. At least it should not be sweet, right? But actually, it still tastes sweet," said college student Xiao Qiong, recalling her first sip of sugar-free cola. In fact, sugar-free does not mean completely sugar-free. It simply means that no sugars containing sucrose, such as glucose, maltose, or fructose, are added. To ensure taste, manufacturers typically use sweeteners like steviol glycosides, acesulfame potassium, and erythritol, which do not raise blood sugar levels, as substitutes for sugar. At the Coca-Cola shelf in Pinghetang supermarket, the reporter found that despite the "sugar-free" label on the bottle, the ingredient list still contains sweeteners such as acesulfame potassium, aspartame, and sodium citrate. On the bottle of "Genki Forest," it is labeled "erythritol." Is it legal and compliant to claim sugar-free while tasting sweet? A relevant official from the market supervision department explained that according to relevant national standards, if the sugar content in every 100ml of solid or liquid is ≤0.5g, it can be labeled as a "sugar-free" beverage, and sugar substitutes can be used for flavoring. This means that most sugar-free beverages are not truly "sugar-free," but their sugar content does not exceed the national standard. -04- Reporter's Observation Good for body and mind! Want a bottle? Thirsty or tired? Drink Red Bull. Afraid of getting heaty? Drink Wong Lo Kat. Even Nongfu Spring, which is colorless and tasteless, officially claims to be "a bit sweet." Have you noticed that we have always been pursuing practical beverages? China's beverage market is huge and highly competitive. On closer inspection, over the years, beverages have been highlighting their functions to meet the diverse needs of consumers. Basic drinking water emphasizes that it is just a "porter of nature," showcasing its pristine nature. In previous years, rich and fragrant coffee beverages sounded refreshing, and functional beverages that relieve fatigue and boost energy became boosters for athletes to recover. Later, tea beverages from various masters combined the fragrance of tea with the sweetness of drinks, while herbal tea families showcased their ability to reduce internal heat. Two years ago, light fasting drinks became popular, and this year, sugar-free beverages are winning over consumers. Looking closely at these changes, we can see that beverages have become healthier and more natural. Behind this is the fact that consumers are emphasizing that drinking beverages is not just for pleasure but also for health. Demand determines production. This industry trend driven by consumers means that beverages that better cater to consumers' health needs will have greater market competitiveness. Source: Changsha Evening News, Authors: Zhou Huixia, Li Derui