在健康消費(fèi)升級與中醫(yī)藥現(xiàn)代化的雙重驅(qū)動(dòng)下，以黃芪、枸杞等傳統(tǒng)藥材為核心的功能性飲料正成為食品飲料行業(yè)的創(chuàng)新焦點(diǎn)。黃芪枸杞飲料的市場前景不僅源于消費(fèi)者對“天然、健康、功能化”飲品的需求升級，更得益于政策支持、技術(shù)創(chuàng)新與消費(fèi)場景的多元化拓展。佳味添成將從市場趨勢、科學(xué)價(jià)值、產(chǎn)品創(chuàng)新及產(chǎn)業(yè)挑戰(zhàn)四大維度，深度剖析這一賽道的發(fā)展?jié)摿Α?br />




 一、市場趨勢：藥食同源理念催生千億級藍(lán)海

1、 Market trend: The concept of medicine and food sharing the same origin has given rise to a billion dollar blue ocean

1. 健康消費(fèi)需求爆發(fā)  

1. Explosive demand for health consumption   近年來，全球功能性飲料市場年均增速超8%，其中“草本植物+健康功能”成為核心增長點(diǎn)。在中國，藥食同源理念借助政策東風(fēng)加速落地，2024年我國藥食同源行業(yè)規(guī)模突破2650億元，預(yù)計(jì)2025年將超過4000億元。黃芪與枸杞的組合憑借“補(bǔ)氣固表+養(yǎng)肝明目”的協(xié)同功效，精準(zhǔn)切入亞健康人群需求，尤其受到職場人士和年輕養(yǎng)生群體的青睞。



2. 消費(fèi)群體代際遷移  

2. Intergenerational migration of consumer groups   年輕一代對“輕養(yǎng)生”的追求推動(dòng)市場變革。數(shù)據(jù)顯示，35歲以下消費(fèi)者在藥食同源品類中的占比持續(xù)提升，25-35歲群體已成為養(yǎng)生茶飲的消費(fèi)主力。這類人群偏好便捷化、零食化的產(chǎn)品形態(tài)，如即飲飲料、便攜茶包等，促使黃芪枸杞飲料從傳統(tǒng)中藥煎煮向工業(yè)化量產(chǎn)轉(zhuǎn)型。



 二、科學(xué)支撐：傳統(tǒng)智慧與現(xiàn)代技術(shù)的雙重賦能

2、 Scientific Support: Dual Empowerment of Traditional Wisdom and Modern Technology

1. 活性成分的協(xié)同效應(yīng)  

1. Synergistic effects of active ingredients   黃芪的核心成分黃芪甲苷（增強(qiáng)免疫力）、黃芪多糖（調(diào)節(jié)腸道菌群）與枸杞的枸杞多糖（抗氧化）、β-胡蘿卜素（護(hù)眼）形成互補(bǔ)。實(shí)驗(yàn)表明，兩者復(fù)配可顯著提升免疫調(diào)節(jié)能力，同時(shí)改善疲勞狀態(tài)下的能量代謝。

The core components of Astragalus membranaceus include Astragaloside IV (which enhances immunity) and Astragalus polysaccharides (which regulate gut microbiota), which complement the Lycium barbarum polysaccharides (antioxidant) and β - carotene (eye protective) found in goji berries. Experiments have shown that the combination of the two can significantly enhance immune regulation ability and improve energy metabolism under fatigue conditions.

2. 提取工藝突破瓶頸  

2. Breakthrough bottleneck in extraction process   傳統(tǒng)水提法效率低、雜質(zhì)多的問題已通過現(xiàn)代技術(shù)解決：酶解輔助提取使皂苷提取率提升20%-30%；膜分離技術(shù)實(shí)現(xiàn)澄清度95%以上；微膠囊包埋技術(shù)則有效掩蔽草腥味，保留90%以上的熱敏成分。這些創(chuàng)新為飲料的口感與功效平衡提供了技術(shù)保障。



 三、產(chǎn)品創(chuàng)新：從單一功能到場景化生態(tài)

3、 Product Innovation: From Single Function to Scenario based Ecology

1. 劑型多樣化  

1. Diversified dosage forms   - 即飲型：PET瓶裝主打“開蓋即飲”，添加赤蘚糖醇、柑橘精油調(diào)和風(fēng)味，適配辦公、運(yùn)動(dòng)場景；  

-Ready to drink type: PET bottles are designed for "open and drink", with added erythritol and citrus essential oil to enhance the flavor, suitable for office and sports scenes;   - 濃縮液：小規(guī)格玻璃瓶裝，家庭稀釋飲用，兼顧性價(jià)比與靈活性；  

-Concentrated solution: packaged in small-sized glass bottles, diluted for home consumption, balancing cost-effectiveness and flexibility;   - 固體飲料：獨(dú)立條狀包裝，搭配益生菌或維生素B族，滿足差旅、戶外需求。

-Solid beverage: independent strip packaging, paired with probiotics or vitamin B family, to meet travel and outdoor needs.

2. 功能細(xì)分與跨界融合  

2. Functional segmentation and cross-border integration   - 抗疲勞線：黃芪+西洋參+維生素B族，瞄準(zhǔn)加班人群；  

-Anti fatigue line: Astragalus membranaceus+American ginseng+vitamin B, targeting overtime workers;   - 女性健康線：黃芪+玫瑰+阿膠肽，主打氣血雙補(bǔ)；  

-Women's health line: astragalus+rose+ass hide glue peptide, focusing on both qi and blood;   - 運(yùn)動(dòng)恢復(fù)線：黃芪+乳清蛋白+支鏈氨基酸，切入健身賽道。此外，黃芪氣泡水、植物基酸奶等跨界產(chǎn)品也在探索中，進(jìn)一步拓寬消費(fèi)邊界。

-Sports recovery line: Astragalus membranaceus+whey protein+branched chain amino acids, entering the fitness track. In addition, cross-border products such as Huangqi Bubble Water and plant-based yogurt are also being explored to further broaden the consumption boundary.

 四、產(chǎn)業(yè)挑戰(zhàn)與破局路徑

4、 Industrial challenges and breakthrough paths

1. 標(biāo)準(zhǔn)化難題  

1. Standardization difficulties   原料品質(zhì)波動(dòng)大是首要痛點(diǎn)。不同產(chǎn)地的黃芪活性成分差異顯著，需建立道地產(chǎn)區(qū)溯源體系，結(jié)合HPLC、ICP-MS等檢測手段確保批次穩(wěn)定性。

The fluctuation of raw material quality is the primary pain point. There are significant differences in the active ingredients of Astragalus membranaceus from different origins, and it is necessary to establish a traceability system for local production areas, combined with detection methods such as HPLC and ICP-MS, to ensure batch stability.

2. 法規(guī)與認(rèn)知壁壘  

2. Regulatory and cognitive barriers   在中國市場，黃芪雖被列入藥食同源目錄，但功效宣稱受限，企業(yè)需避免夸大宣傳。針對國際市場，需適應(yīng)歐美對膳食補(bǔ)充劑的監(jiān)管要求，例如美國FDA的“結(jié)構(gòu)/功能聲明”規(guī)范。

In the Chinese market, although Huangqi is listed in the list of medicinal and edible products, its efficacy claims are limited, and companies need to avoid exaggerated advertising. For the international market, it is necessary to adapt to the regulatory requirements of dietary supplements in Europe and America, such as the "Structure/Function Declaration" specification of the US FDA.

3. 消費(fèi)者教育  

3. Consumer education   盡管年輕群體對養(yǎng)生關(guān)注度高，但對黃芪的具體功效認(rèn)知仍顯不足?？赏ㄟ^KOL科普、短視頻展示研發(fā)過程，或聯(lián)合中醫(yī)專家開展線下體驗(yàn)活動(dòng)，強(qiáng)化品牌信任感。

Although young people are highly concerned about health preservation, their understanding of the specific benefits of Astragalus membranaceus is still insufficient. The research and development process can be showcased through KOL science popularization, short videos, or offline experiential activities with traditional Chinese medicine experts to strengthen brand trust.