---
title: "Plant-based + Functional Drink | How Did This Dual-Trend Product Ignite the Market?"
description: "Every public health incident triggers an upgrade in consumers' health-conscious consumption philosophy. The COVID-19 outbreak will profoundly impact the food industry, with changing consumption patterns being one of the most significant effects. The pandemic has heightened health awareness globally; for beverages, consumers now seek more than just thirst-quenching taste—they increasingly prioritize products that offer health benefits. When choosing beverages, beyond basic needs, they focus on whether the product inherently promotes health."
author: "New Distribution"
publisher: "New Distribution"
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published: "2020-05-25"
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# Plant-based + Functional Drink | How Did This Dual-Trend Product Ignite the Market?

> Every public health incident triggers an upgrade in consumers' health-conscious consumption philosophy. The COVID-19 outbreak will profoundly impact the food industry, with changing consumption patterns being one of the most significant effects. The pandemic has heightened health awareness globally; for beverages, consumers now seek more than just thirst-quenching taste—they increasingly prioritize products that offer health benefits. When choosing beverages, beyond basic needs, they focus on whether the product inherently promotes health.

Every public health incident triggers an upgrade in consumers' health-conscious consumption philosophy. The COVID-19 outbreak will inevitably have a profound impact on the food industry. Changing consumption patterns may become one of the most significant effects of this pandemic.
**The pandemic has deepened health awareness among people worldwide. For consumers, beverages are no longer just about quenching thirst and tasting good; they are also having a greater health impact.** Therefore, when selecting beverages, beyond basic needs, consumers are paying more attention to whether the product inherently carries health attributes.
As consumers' economic levels continue to rise, their health awareness is generally strengthening. They are gradually realizing that high-sugar, high-calorie beverages are a major factor contributing to chronic diseases such as obesity, diabetes, and heart disease. Consequently, products that combine "zero sugar, zero calories, and zero fat" are being sought after by health-conscious consumers. Among the beverages on the market that naturally possess health attributes and combine plant-based and functional benefits, Celsius is one of the most representative.
At the end of 2017, CELSIUS, originating from the United States, officially entered the Chinese market with its Chinese brand name "Ranlishi" (燃力士). Prior to this, the beverage had already achieved notable success in the U.S. fitness market.
This is another functional beverage entering the Chinese market following foreign brands like Monster. As one of the rapidly growing health beverages in China, Ranlishi has enlisted the popular idol William Chan, known for his energetic and healthy image, as its brand ambassador. This move not only attracts numerous consumers but may also lead a new trend in health beverages.
As is well known, in recent years, functional beverages have been highly active in the market, with market share continuously expanding. New functional beverages have sprung up like mushrooms after rain. Meanwhile, plant-based beverages have also been emerging quietly but powerfully. As Google CEO Eric Schmidt predicted, "The plant-based revolution has arrived." Giants such as Mengniu, Coca-Cola, Danone, and Starbucks have already begun to lay out their strategies in the plant-based beverage market.
Plant-based beverages are an inevitable trend in market development and a reflection of consumer demand. So, what brilliance will "Ranlishi," born from the passionate collision of plant-based and functional beverages, bring?
**-01-**
**The Huge Potential of Plant-Based Beverages**
With the gradual shift and upgrade of consumer demand, people are placing increasing importance on the nutritional value and health attributes of food and beverages. **Beverages made from plants or plant extracts are widely favored for their "natural, nutritious, green, and healthy" characteristics.** After experiencing the negative effects of chemically synthesized ingredients, people have developed a sense of trust in pure natural herbs, making the development of plant extracts rapid and unstoppable. How to use the essence of nature's herbs to safeguard daily health has become a goal people pursue.
According to a MarketsandMarkets report, the plant-based beverage market was valued at $11.16 billion in 2017 and is projected to reach $19.67 billion by 2023. From a nutritional and health perspective, plant-based products like plant-based beverages provide rich nutrition, including vitamins and minerals.
**Let's look at the plant-based attributes of Ranlishi:**
CELSIUS is a zero-sugar, zero-calorie, zero-fat compound nutrient flavored beverage from the United States, containing no sugar, calories, or fat. **Its plant-derived formula uses healthy, natural ingredients, with no preservatives or artificial colors, thus imposing no extra burden on consumers.**
**-02-**
**The Huge Potential of Functional Beverages**
Upon entering China, Ranlishi recognized the enormous demand for functional beverages among Chinese consumers. **According to statistics, from 2012 to 2018, the compound annual growth rate of retail sales of functional beverages in China reached 14%. By the end of 2018, retail sales exceeded 45 billion yuan.**
**However, compared with developed countries, China's per capita annual consumption of functional beverages is only 0.5 kilograms, leaving significant room for growth compared with the global average of 7 kilograms per person.**
Given the huge market demand, China's functional beverage market is not short of major brands. Brands such as Red Bull, Lehu, Dongpeng Te Yin, Jianlibao, Nongfu Spring Scream, Gatorade, Mizone, Wahaha Qili, Aquarius, and Rijiaman dominate the market with high brand recognition.
**Let's look at the functional attributes of Ranlishi:**
The vitamins, taurine, and electrolytes in CELSIUS provide energy for exercise, increasing endurance by 32% and aerobic fitness by 62%. CELSIUS emphasizes the concept of "zero sugar, zero calories, zero fat," which is crucial for fitness enthusiasts and those aiming to lose weight who strictly monitor calorie intake.
**-03-**
**Combining Function and Plant-Based: What Makes Ranlishi Unique?**
**1. Global Leading Black Technology, Invested by Li Ka-shing**
Celsius is a science-based global health functional beverage company from the United States, founded in 2005. It is the world's first negative-calorie health beverage. Hong Kong's richest man, Mr. Li Ka-shing, invested in the company, leading to the Chinese name "Ranlishi" and bringing Celsius to the Asia-Pacific region in 2017.
**2. Burns Fat, Drink and Get Slimmer**
According to a clinical study published earlier in the Journal of the International Society of Sports Nutrition, **CELSIUS has been proven to burn fat more effectively, by up to 93%, improve heart function by 62%, and enhance physical endurance by 32%.** Consuming Celsius before exercise **burns an additional 100 calories per can**, making it essential for workouts!
Why can Celsius burn fat? Because Celsius's unique formula, MetaPlus, boosts the body's basal metabolic rate (the root cause of weight gain), thereby promoting fat and calorie burning.
**3. Healthy Ingredients, Multiple Awards**
Truly zero sugar, zero calories, and zero fat, so you can drink it without guilt;
Contains multiple vitamins, taurine, and electrolytes to provide nutritional support and promote rapid metabolism;
Contains natural ingredients from green tea, guarana, and ginger, all core fat-burning components;
To date, Celsius has won 18 awards, with the latest being the "Best Nutritional Supplement Award";
No preservatives, no artificial colors, safe and healthy.
**4. Rich Flavors, Outperforming Other Functional Beverages**
Whether it's Red Bull, Lehu, or Dongpeng Te Yin, mainstream functional beverage brands tend to have limited flavor options, leading consumers to focus more on functionality. **In contrast, Celsius currently offers four flavors:** orange, lime & cucumber, kola nut, and raspberry & acai, fully satisfying diverse consumer preferences and breaking the stereotype that functional beverages have monotonous flavors.
Additionally, Celsius continuously optimizes and upgrades. To meet consumers' portability needs, in early 2019, it launched Celsius powdered drinks, currently available in mango & peach and orange flavors.
**5. Aesthetic Packaging, Rich and Refreshing Flavors**
Celsius uses slim aluminum cans and vibrant, fresh packaging designs, creating a differentiated product from other functional beverages. Celsius also differs significantly from other functional drinks in formula, taste, packaging, and efficacy. In the United States, it has already become a super trendy product, with many consumers, including celebrities, spontaneously posting about it on platforms like Instagram—a perfect blend of consumer appeal and product aesthetics.
**-04-**
**CELSIUS Ranlishi: Unstoppable, Igniting a New Lifestyle**
With increasing consumer demand for healthy beverages, Ranlishi needs a long-term, stable development strategy. Ranlishi is optimistic about the trend of consumption upgrading in the Chinese market, which is also influencing the younger generation, the main force of beverage consumption. Ranlishi will continue to improve its distribution channel network and strengthen deep communication with consumers, aiming to become part of a new healthy lifestyle for more consumers.
**Health orientation, multi-scenario usage, and new marketing are the future directions for China's beverage industry. Whether foreign or local brands, to establish a foothold in the Chinese market, they must continuously innovate, guided by diversified consumer needs, channel strategies, and high-quality standards, constantly providing better experiences for consumers.**
**With the continuous rise of the younger generation of consumers and the overarching trend of consumption upgrading, plant-based and functional beverages will gradually transition from niche products to mainstream ones. For brand owners, this is undoubtedly an opportunity, but it also presents challenges. Whether it's Red Bull, Monster, or Ranlishi, they will all face transformation. Continuously meeting the diversified needs of consumers is the belief that every brand must uphold.**
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