在“內(nèi)服美容”“輕養(yǎng)生”“情緒療愈”成為消費(fèi)主流的當(dāng)下，以銀耳、枸杞、紅棗（簡(jiǎn)稱“銀耳杞棗”）為核心原料的功能性植物飲料，正迎來前所未有的市場(chǎng)機(jī)遇。這三者均屬國(guó)家衛(wèi)健委公布的藥食同源目錄物質(zhì)，兼具深厚的傳統(tǒng)食養(yǎng)文化背書與現(xiàn)代營(yíng)養(yǎng)學(xué)支持：銀耳富含天然植物膠質(zhì)（銀耳多糖），被譽(yù)為“平民燕窩”；枸杞含枸杞多糖與類胡蘿卜素，明目抗氧；紅棗補(bǔ)中益氣、養(yǎng)血安神。三者合用，在中醫(yī)理論中可協(xié)同實(shí)現(xiàn)“潤(rùn)肺養(yǎng)顏、滋陰補(bǔ)血、安神助眠”的溫和調(diào)理效果。





然而，從“文化認(rèn)同”到“日常飲用”，中間橫亙著口感厚重、質(zhì)地黏膩、甜度過高、功效感知弱等現(xiàn)實(shí)障礙。若僅憑傳統(tǒng)燉煮思路開發(fā)飲料，極易陷入“叫好不叫座”的困局。佳味添成將基于真實(shí)市場(chǎng)需求洞察，系統(tǒng)闡述如何通過消費(fèi)者導(dǎo)向的配方優(yōu)化策略，讓銀耳杞棗飲料真正走進(jìn)現(xiàn)代消費(fèi)者的日常生活。



一、市場(chǎng)痛點(diǎn)識(shí)別：消費(fèi)者為何“想喝卻不愿買”？

1、 Market pain point identification: why do consumers "want to drink but don't want to buy"?

通過對(duì)500名25–45歲目標(biāo)人群的問卷調(diào)研及10場(chǎng)焦點(diǎn)小組訪談，我們提煉出三大核心矛盾：

Through a questionnaire survey of 500 target individuals aged 25-45 and 10 focus group interviews, we have identified three core contradictions:

1. 功效期待 vs 感官體驗(yàn)沖突

1. Effect expectation vs. sensory experience conflict消費(fèi)者認(rèn)可“銀耳養(yǎng)顏”“枸杞護(hù)眼”的價(jià)值，但普遍反映市面產(chǎn)品“太稠”“像米糊”“甜得發(fā)齁”，難以作為日常飲品。

Consumers recognize the value of "Tremella fuciformis for beauty" and "Goji berries for eye protection", but generally reflect that market products are "too thick", "like rice paste", and "so sweet that they are hard to use as daily drinks.

2. 健康訴求 vs 成分疑慮并存

2. Coexistence of health demands and ingredient doubts雖追求“天然無添加”，但對(duì)“是否含膠”“是否真材實(shí)料”“糖分多少”高度敏感，尤其年輕群體對(duì)“0糖0脂”有強(qiáng)需求。

Although pursuing "natural additive free", it is highly sensitive to "whether it contains glue", "whether it is genuine", and "how much sugar it contains", especially among young people who have a strong demand for "zero sugar and zero fat".

3. 文化認(rèn)同 vs 場(chǎng)景缺失

3. Cultural identity vs. lack of context認(rèn)可東方食養(yǎng)智慧，但缺乏明確飲用場(chǎng)景——是早餐？下午茶？還是睡前飲品？模糊定位導(dǎo)致復(fù)購(gòu)率低。

Recognizing the wisdom of Eastern cuisine, but lacking a clear drinking scenario - is it breakfast? afternoon tea? Or a bedtime drink? Fuzzy positioning leads to low repurchase rate.結(jié)論：配方優(yōu)化必須圍繞“清爽化、輕量化、精準(zhǔn)化”三大方向展開，而非簡(jiǎn)單復(fù)制家庭燉品。

Conclusion: Formula optimization must revolve around the three directions of "refreshing, lightweight, and precise", rather than simply replicating household stews.

二、配方優(yōu)化四大核心策略

2、 Four core strategies for formula optimization策略一：質(zhì)地革新——從“羹湯”到“清飲”

Strategy 1: Texture Innovation - From "Soup" to "Clear Drinking"

銀耳的最大挑戰(zhàn)在于其高黏度。傳統(tǒng)燉煮后呈膠狀，直接用于飲料會(huì)導(dǎo)致：

The biggest challenge of Tremella fuciformis is its high viscosity. After traditional stewing, it becomes gelatinous and can be directly used for beverages, which can lead to:灌裝困難、易堵塞產(chǎn)線；

Difficulty in filling and easy blockage of the production line;口感厚重，夏季接受度低；

Thick taste, low acceptance in summer;消費(fèi)者誤判為“添加增稠劑”。

Consumers misjudge it as' adding thickening agents'.

解決方案：

Solution:控制銀耳添加量：干銀耳使用量建議≤0.8%（w/v），過高則黏度指數(shù)（η）超標(biāo)；

Control the amount of Tremella fuciformis added: It is recommended to use dry Tremella fuciformis at a dosage of ≤ 0.8% (w/v). If the dosage is too high, the viscosity index (η) will exceed the standard;采用酶解+均質(zhì)工藝：使用復(fù)合纖維素酶適度降解銀耳細(xì)胞壁，釋放多糖但控制分子量，再經(jīng)高壓均質(zhì)（≥30 MPa）形成穩(wěn)定微膠體，實(shí)現(xiàn)“滑而不膩、潤(rùn)而不稠”的口感；

Adopting enzymatic hydrolysis+homogenization process: using composite cellulase to moderately degrade the cell wall of Tremella fuciformis, releasing polysaccharides but controlling molecular weight, and then forming stable microcolloids through high-pressure homogenization (≥ 30 MPa), achieving a "smooth but not greasy, smooth but not thick" taste;引入清爽基底：以茉莉花茶、烏龍茶或氣泡水為載體，稀釋膠質(zhì)感，提升飲用愉悅度。

Introducing a refreshing base: using jasmine tea, oolong tea, or sparkling water as carriers to dilute the gelatinous sensation and enhance the pleasure of drinking.實(shí)測(cè)數(shù)據(jù)：經(jīng)優(yōu)化后，產(chǎn)品黏度可控制在5–8 mPa·s（接近普通果汁），遠(yuǎn)低于傳統(tǒng)銀耳羹（>100 mPa·s），同時(shí)保留≥80%的銀耳多糖活性。

Measured data: after optimization, the viscosity of the product can be controlled at 5 – 8 mPa · s (close to ordinary juice), far lower than the traditional Broth of white fungus (>100 mPa · s), while retaining ≥ 80% of the polysaccharide activity of tremella.策略二：甜味體系重構(gòu)——告別“高糖陷阱”

Strategy 2: Refactoring the Sweetness System - Say Goodbye to the 'High Sugar Trap'

紅棗天然含糖量高（干棗糖分達(dá)60–70%），若直接使用，成品糖度常超12°Bx，不符合健康趨勢(shì)。

Red dates naturally have a high sugar content (dried dates have a sugar content of 60-70%). If used directly, the sugar content of the finished product often exceeds 12 ° Bx, which is not in line with health trends.

優(yōu)化路徑：

Optimization path:紅棗預(yù)處理：采用低溫真空濃縮技術(shù)提取紅棗汁，去除部分還原糖，保留風(fēng)味物質(zhì)；

Red date pretreatment: Low temperature vacuum concentration technology is used to extract red date juice, remove some reducing sugars, and retain flavor substances;甜味替代方案：

Sweet alternative solution:主甜源：赤蘚糖醇（提供體積感） + 羅漢果苷（提供甜味強(qiáng)度）；

Main sweet source: Erythritol (providing volume sense)+Arhat fruit glycoside (providing sweetness intensity);輔助增香：微量天然蘋果汁或梨汁，提升果香層次，掩蓋代糖后味；

Auxiliary Fragrance Enhancement: Trace amounts of natural apple or pear juice can enhance the fruity aroma and mask the aftertaste of sugar substitutes;目標(biāo)指標(biāo)：總糖≤0.5g/100ml，熱量≤20kcal/100ml，滿足“0糖”宣稱標(biāo)準(zhǔn)。

Target indicators: Total sugar ≤ 0.5g/100ml, calorie ≤ 20kcal/100ml, meeting the "0 sugar" declaration standard.策略三：風(fēng)味平衡——調(diào)和“藥味”與“果香”

Strategy 3: Flavor Balance - Balancing "Medicinal Flavor" and "Fruit Flavor"

枸杞自帶輕微土腥味，紅棗偏甜膩，銀耳幾無味，三者疊加易顯單調(diào)或“中藥感”。

Goji berries have a slight earthy smell, red dates are sweet and greasy, and Tremella fuciformis is almost tasteless. The combination of the three can easily appear monotonous or "herbal".

風(fēng)味設(shè)計(jì)建議：

Flavor design suggestions:引入清新元素：添加0.1%–0.3%天然檸檬汁或青梅濃縮液，提升酸度（pH 4.0–4.4），激活味蕾；

Introducing fresh elements: adding 0.1% -0.3% natural lemon juice or green plum concentrate to increase acidity (pH 4.0-4.4) and activate taste buds;花香調(diào)和：復(fù)配微量桂花、玫瑰或洛神花提取物，構(gòu)建“果—花—膠”三維香氣結(jié)構(gòu)；

Floral fragrance blending: Mix trace amounts of osmanthus, rose, or hibiscus extract to construct a three-dimensional aroma structure of "fruit flower gel";避免過度加工：所有輔料需為天然來源，杜絕香精，以維持“清潔標(biāo)簽”形象。

Avoid over processing: all auxiliary materials shall be natural sources, and essence shall be eliminated to maintain the image of "clean label".策略四：功效可視化——讓“滋養(yǎng)”可感知

Strategy 4: Visualize Efficacy - Make "Nourishing" Perceived

消費(fèi)者對(duì)“喝銀耳是否真能養(yǎng)顏”存疑。配方需強(qiáng)化功效可測(cè)性：

Consumers have doubts about whether drinking Tremella fuciformis can truly nourish their appearance. Formula needs to enhance efficacy measurability:活性成分標(biāo)定：每瓶（330ml）確保含銀耳多糖≥150mg、枸杞多糖≥50mg、紅棗環(huán)磷酸腺苷（cAMP）≥3mg；

Active ingredient calibration: Ensure that each bottle (330ml) contains Tremella fuciformis polysaccharide ≥ 150mg, Lycium barbarum polysaccharide ≥ 50mg, and Red Date cyclic adenosine monophosphate (cAMP) ≥ 3mg;第三方檢測(cè)背書：委托SGS或譜尼測(cè)試出具多糖含量報(bào)告，并在包裝或小程序中可查；

Third party testing endorsement: Entrust SGS or Pony Testing to issue a polysaccharide content report, which can be checked in the packaging or mini program;溫和宣稱：標(biāo)注“傳統(tǒng)認(rèn)為有助于潤(rùn)肺養(yǎng)顏”“適合干燥季節(jié)日常飲用”，規(guī)避法規(guī)風(fēng)險(xiǎn)。

Gentle claims: Label "traditionally believed to help moisturize the lungs and nourish the skin" and "suitable for daily consumption during dry seasons" to avoid regulatory risks.

三、合規(guī)與成本的雙重考量

3、 Dual consideration of compliance and cost原料合規(guī)：銀耳、枸杞、紅棗均為普通食品原料，可合法用于飲料，但需注意枸杞每日食用限量建議（成人≤20g干果）；

Raw material compliance: Tremella fuciformis, goji berries, and red dates are all ordinary food ingredients that can be legally used for beverages, but attention should be paid to the recommended daily consumption limit of goji berries (adult ≤ 20g dried fruit);成本控制：優(yōu)質(zhì)銀耳價(jià)格較高，可通過“銀耳多糖提取物+少量整耳”組合降低成本，同時(shí)保證功效與視覺顆粒感；

Cost control: High quality Tremella fuciformis has a higher price, and the combination of Tremella fuciformis polysaccharide extract and a small amount of whole ear can be used to reduce costs while ensuring efficacy and visual granularity;保質(zhì)期保障：采用UHT滅菌+無菌冷灌，配合天然防腐體系（如ε-聚賴氨酸+竹葉抗氧化物），實(shí)現(xiàn)常溫9個(gè)月貨架期。

Shelf life guarantee: UHT sterilization+sterile cold infusion, combined with natural anti-corrosion system (such as ε - polylysine+bamboo leaf antioxidant), achieve a shelf life of 9 months at room temperature.

結(jié)語(yǔ)：以用戶為中心，讓傳統(tǒng)智慧真正“可飲可用”

Conclusion: Putting users at the center, making traditional wisdom truly "drinkable and usable"

銀耳杞棗飲料的潛力，不在其“古老”，而在其“可現(xiàn)代化”。真正的配方優(yōu)化，不是技術(shù)參數(shù)的堆砌，而是對(duì)消費(fèi)者真實(shí)需求的深度回應(yīng)——他們要的不是一碗需要慢燉的甜湯，而是一瓶隨手可得、清爽好喝、安心有效的日常滋養(yǎng)。