This article is from WeChat official account:DT Finance (ID: DTcaijing)< span class = "text-remarks">, author: Luoxian Bei, editor: He Shuyao design: Zheng Shuya, FIG head source: IC photo
Last week, in order to celebrate that the editorial department will be in class on the seventh day of the Chinese New Year, everyone said that they needed a cup of milk tea to face the good news.
When Mr. DT was still worrying about choosing meaty fruit tea or milk tea, he suddenly found that several senior milk tea lovers in the office had ordered ice bok thick milk bobo, and highly recommended how delicious ice bok is So much.
Just search on all major social platforms, and you can see countless fans of ice blogs spring up like mushrooms. Some netizens ridiculed: “Drinking Bingbok makes it really difficult to go from extravagance to frugality.”
Dr. DT, who has been on the frontlines of the trend, couldn’t help but feel a sense of crisis: “What is the ice blog? I don’t understand the milk tea now.”
At the same time, we are also very curious, How many innovative raw materials and new flavors have Internet tea brands produced for milk tea in recent years? Which of them has been loved by young people for a long time, and which of them have been silent? What tea consumption trends are revealed behind this? Mr. DT collected the menus and Weibo content of several Internet celebrity milk tea brands on the market, combined with the discussions of the top ten milk tea scholars in the Douban milk tea group, and planned to study these issues one by one.
In recent years, what changes have been made in the influence of the Internet celebrity elements in the tea drinking session?
The easiest way to know which flavors are popular in Internet celebrity milk tea shops is to look at the menu.
But in such a fierce milk tea raw material contest, when did the above players stand out?
Jun DT collected the official blogs of three milk tea brands and sorted out the popular milk tea elements mentioned in their Weibo according to time, and indeed found some interesting changes.
Cheese, Bobo, and Cheese started to become popular in the second half of 2018 and the first half of 2019 respectively. Since then, they have been the mainstays of the three milk tea brands, occupying various popular must-drink lists all year round.
Affected by the seasons, the presence of fruits shows periodic characteristics. In the second and third quarters of last year, the C position of (mainly in summer and autumn) was still peaches. Flavors such as peach peach oolong and zhizhi peach peach were unique at the time. Lead the way. In winter, the peaches of those years are forgotten by the Daming Lake, and the main coffee is replaced by seasonal cherries and strawberries.
The cherries are especially hot this year, and the volume even surpasses the evergreen strawberries of previous years. Mr. DT speculated that this may be related to the price of cherries this year.
The popularity of raw materials such as taro mash and brown sugar fluctuates over time, but in most cases it will peak in the first quarter. Among them, taro mash reached an unprecedented height at the beginning of this year, and the proportion of mentions of milk and milk exceeded 10% at the same time.
The icebok milk mentioned at the beginning of the article will beBefore the third quarter, they belonged to the unknown juniors, and they became popular after the fourth quarter of last year. Bingbok is a type of milk that is known to be refined by freezing and purifying black technology. Because part of the water is separated during the thawing process, the protein content and milk fat content of the milk are increased, so the taste is more rich and mellow than ordinary milk.
Of course, Bingbo has a relatively higher heat.
The only one showing a clear downward trend is oats. Oats did not show up in the second half of 2019, but the sound volume will continue to decline in 2020.
Mr DT took a closer look and found that the high popularity of oats at that time was mainly due to the oat milk’s release. Because it does not contain lactose and cholesterol, and the content of saturated fatty acids is relatively low, oat milk, under the banner of a healthier and lower calorie, once became a popular star in coffee and tea drinking.
Time has changed, and various high-calorie raw materials have no flop at all, but oat milk, which emphasizes health and wellness, has begun to take the limelight by the famous ice-boke milk.
Does this mean that consumers are beginning to understand the essence of milk tea and accept the joy of energy bombs with peace of mind?
Mochi with sugar-free, can happiness be doubled?
That’s not necessarily true.
In all the posts of the Douban Milk Tea Group, we have found the changes in milk tea in recent years from the four aspects of fruit, ingredients, sweetness, and base. We have also seen the true and contradictory psychology of young people towards milk tea.
In the fruit sector, there is little difference between consumer preference products and Internet celebrity brands. In addition to the fact that Strawberry is slightly less popular than Grape in 2020, Strawberry is firmly in the championship for the rest of the time. In addition, peaches, mangoes, and lemons are also tea ingredients that young people love to discuss.
In terms of traditional ingredients, milk caps and pearls have both ranked among the top 5 in popularity for three consecutive years. Classics are worthy of classics. But to Mr. DT’s surprise, Mochi, as the “new favorite”, won the oiran for the first time this year.
Among the friends who are crazy about mochi and cue, there are not only supporters who are conquered by ta’s soft and delicious taste, but also friends who have doubts about the way of drinking mochi and complain about the feeling of fullness.
(Source: Douban)
As for the tea base, fresh and sweet oolong began to replace the more mellow black tea as the first choice for most milk teas.
But different from the above trend of more and more pursuit of good taste and rich taste, the team members could not let go of their fragile self-control only in the sweetness of milk tea. Data shows that everyone’s acceptance of high sweetness is gradually declining.
In 2019, 11% of the team members were entangled between half sugar and three-point sugar. By 2021, the number of members who chose sugar-free reached 11%.
The trend of sugar-free zero-calorie is not only in snacks and drinks, but has also spread to freshly made tea.
For example, several Internet celebrity milk tea brands we mentioned earlier have launched zero-calorie sugar for consumers to choose from. The division of sugar content has also evolved from the whole sugar and a few fractions of sugar to the current less sugar/sweet, less sugar/sweet. It seems that adding the word “less” will reduce the guilt of drinking milk tea.
In addition, we have also seen the launch of Hi TeaThe bottled beverage likes a small bottle of sugar-free sparkling water, which features 0 fat, 0 calories and 0 sugar, and is also rich in dietary fiber. This operation of Hey Tea can be described as a hedging development strategy in the new era, focusing on both healthy and happy consumers.
To sum up, on the one hand, young people who love milk tea are addicted to the pleasant taste of mochi, cheese, cream and other energy bombs, and on the other hand, they hope to reduce the guilt of drinking milk tea itself through sugar-free, thus producing “I The self-satisfaction of drinking is healthy without gaining weight.
What are the trends in young people’s consumption revealed by changes in tea raw materials?
The evolution of the raw materials of milk tea reflects the entanglement and contradiction of contemporary young people who are unable to control their mouths but want to seek psychological comfort.
In fact, there is nothing wrong with this. Human nature is naturally sweet, and human love for sugar is engraved in DNA. The book “Salt, Glycolipid: How the Food Giants Manipulate Us” mentions that “everyone, especially children, are addicted to sugar. As for sweetness, as long as it is below the bliss point, everyone wants sweeter The better”.
It’s just that, with the modern pursuit of slim aesthetics and health demands, we cannot comfortably accept the happiness brought by the carbohydrate bombers. “Sugar-free” has become the best umbrella and an invincible placebo.
The “2019 White Paper on New Tea Drinks Consumption” shows that while consumers pay the most attention to the taste of tea, they also have clearer needs for “health” and “health”. In the past 10 months, half of them Consumers choose less sugar or no sugar when buying tea.
But at the same time, consumers prefer to order milk tea in the afternoon and night, plus a baked goods, such as European buns and desserts, for better results. In addition, 44%, 34%, and 25% of users who choose barbecue, hot pot and crayfish for catering have also reached 44%, 34% and 25% respectively.
Return to milk tea with less sugar, order four or five times a week. Many young people are experts in deceiving themselves when it comes to drinking milk tea. Severe suffering as milk teaThe author’s Madi said: “I leave work late every day, and I especially want to drink milk tea when I am tired. Sometimes I will order a barbecue with food when I’m hungry, and I feel more motivated to work overtime. I always choose less. Sugar or no additional sugar, although I know this is a lie to myself, but I feel less guilty.”
However, the “less sugar” in milk tea, does the sugar content really decrease?
The evaluation of the main daddy of the B station UP once evaluated the classic tea drinks of dozens of popular milk tea brands on the market. After chemical analysis of various milk teas with standard sugar and the least sugar, it was found that there were only 3 models. Compared with the standard sugar, the minimum sugar of the drink has a significant decrease in sugar content. There is almost no difference in the sugar content of nearly half, and even the sugar content of the minimum sugar of each contestant is higher than the standard sugar.
After all, whether or not to add sugar, and how much sugar to add, sometimes depends on the conscience of the clerk.
So Mr. DT sincerely advises everyone to order milk tea with fate. In front of a pile of taro mash, cheese, and mochi, the effect of zero sugar and zero sugar is really minimal.
It’s better to boldly order standard candy, and don’t let your happiness compromise.
After all, what’s the nasty thing about milk tea? I just want to make you addicted.
This article is from WeChat official account:DT Finance (ID: DTcaijing)< span class = "text-remarks">, author: Luo Xianbei, edit: He Shuyao, design: Zheng Shuya