佳味添成：黑米黑豆黑芝麻选择开发成饮料配方的市场前景如何

近年来，植物蛋白饮料市场发展迅猛，是软饮料行业增长较快的细分领域。2020 - 2023 年，中国植物蛋白饮料市场规模从 980 亿元增长至 1428 亿元，年均复合增长率 9.8% ，预计 2025 年将突破 2000 亿元，年均增速超 20%。其增长源于消费者健康意识觉醒与产业技术革新。人们健康意识提升，对健康饮品需求旺盛，植物蛋白饮料因低糖、低脂、高蛋白等属性契合需求，市场需求攀升。技术层面，超高压灭菌、酶解工艺等解决了传统技术痛点，推动产品升级，刺激消费。​

在此环境下，以黑米黑豆黑芝麻为原料开发的饮料潜力独特。这三种食材在传统养生观念中受推崇，现代研究表明富含多种营养成分，能满足消费者对健康和营养的需求。且市场上此类饮料产品少，存在市场空白，若成功开发出口感好、品质稳定的产品，有望开辟新市场，吸引相关消费者，前景广阔。​



消费需求洞察​

Insight into Consumer Demand（一）健康意识觉醒​

（1） Awakening of Health Awareness​

​在当今社会，生活水平提高，消费者对健康饮食关注度极高。世界卫生组织调查显示全球约 75% 成年人处于亚健康状态，促使人们重视日常饮食对健康的影响。在中国，超 80% 消费者选购食品饮料时会关注营养成分表，偏好低糖、低脂、高蛋白及富含维生素、矿物质等营养元素的产品。​

黑米黑豆黑芝麻饮料契合健康需求。黑米含多种营养元素，花青素抗氧化作用强；黑豆是优质植物蛋白来源，含多种有益成分；黑芝麻营养丰富，维生素 E 含量居植物性食品之首。这些成分使该饮料成为追求健康生活消费者的理想选择，能满足其营养补充和身体保健需求。​

（二）个性化与多元化需求​

（2） Personalized and diversified needs​

​年轻群体是消费市场主力军，其消费观念和需求影响市场走向。当下年轻人追求个性、注重自我表达，消费时既关注产品功能，也追求情感共鸣与独特体验，同时养生观念在他们中逐渐普及。​

Young people are the main force in the consumer market, and their consumption concepts and demands influence market trends. Young people nowadays pursue individuality and focus on self-expression. When consuming, they not only pay attention to product functionality, but also pursue emotional resonance and unique experiences. At the same time, the concept of health preservation is gradually becoming popular among them. ​黑米黑豆黑芝麻饮料可多方面满足年轻群体个性化、多元化需求。口味上创新调配，添加水果汁创造独特风味；包装设计采用时尚潮流元素，吸引年轻消费者目光；营销推广结合线上社交媒体平台和线下潮流活动，开展互动式营销，将产品与年轻群体生活方式紧密结合，引发情感认同和购买欲望，满足其养生、个性与时尚追求。​

竞争局势剖析​

Analysis of Competitive Situation（一）现有竞品分析​

（1） Analysis of existing competitors​

​在当前市场，以黑米黑豆黑芝麻为核心原料的饮料产品不算多，但有一些代表性竞品，各在品牌影响力、口感特色、营养成分等方面各有优势。​

In the current market, there are not many beverage products that use black rice, black beans, and black sesame as their core ingredients, but there are some representative competitors who each have advantages in brand influence, taste characteristics, nutritional content, and other aspects. ​伊利谷粒多黑谷牛奶饮品知名度高。伊利作为乳业巨头，品牌影响力强、销售渠道广，为产品推广奠定基础。口感上融合黑豆、黑米、黑芝麻与牛奶，有醇厚奶香和谷物独特口感，层次丰富。营养方面，除牛奶营养外，还结合了黑豆、黑米、黑芝麻的营养，丰富均衡。​

（二）潜在进入者威胁​

（2） Potential entrant threat​

​随着植物蛋白饮料市场升温及消费者对健康养生饮品需求增长，黑米黑豆黑芝麻饮料市场吸引新品牌进入可能性大，潜在进入者威胁不容忽视。​

With the rise of the plant protein beverage market and the increasing demand for health and wellness drinks among consumers, the black rice, black beans, and black sesame beverage market has a high possibility of attracting new brands to enter, and the threat of potential entrants cannot be ignored. ​行业进入门槛方面，资金和技术是重要因素，建工厂、购设备、研发配方需大量资金，解决生产技术问题需专业能力；品牌建设和渠道拓展也是挑战，打造知名品牌需长期培育和大量营销投入，构建销售渠道也非易事。​

In terms of industry entry barriers, capital and technology are important factors. Building factories, purchasing equipment, and developing formulas require a large amount of capital, while solving production technology problems requires professional skills; Brand building and channel expansion are also challenges. Creating a well-known brand requires long-term cultivation and significant marketing investment, and building sales channels is not an easy task. ​不过新品牌进入仍有机会，当前缺乏主导品牌，消费者认知和需求在增长且品牌忠诚度不高，新品牌若能精准定位、开发独特产品并有效营销，就可能立足。食品加工技术发展普及，小型企业或初创品牌还能与代工厂合作降低成本和门槛。但新品牌进入后必然面临与现有品牌的激烈竞争，需在产品创新、品牌营销和渠道建设等方面投入大量资源。​

产业链剖析​

Analysis of the Industrial Chain（一）上游原料供应​

（1） Upstream raw material supply​

​黑米、黑豆、黑芝麻是饮料的核心原料，其供应影响饮料产业发展。黑米主产于陕西洋县、广西东兰、贵州惠水等地，黑豆广泛种植于东北、华北等地，黑芝麻主产于河南、湖北、安徽等地。​

Black rice, black beans, and black sesame are the core raw materials of beverages, and their supply affects the development of the beverage industry. Black rice is mainly produced in Yang County, Shaanxi Province, Donglan, Guangxi Province, Huishui, Guizhou Province, etc. Black beans are widely planted in Northeast and North China, and black sesame is mainly produced in Henan, Hubei, Anhui and other places. ​原料供应稳定性受气候、种植面积和病虫害等因素影响。如 2022 年河南极端降雨致黑芝麻大幅减产；农民调整种植作物影响原料供应；病虫害侵袭也会导致减产。​

The stability of raw material supply is affected by factors such as climate, planting area, and pests and diseases. In 2022, extreme rainfall in Henan caused a significant reduction in black sesame production; Farmers adjusting crop planting affects raw material supply; The invasion of pests and diseases can also lead to reduced production. ​原料价格波动与供应稳定性相关，影响饮料生产成本。如 2018 - 2019 年黑芝麻因供应短缺价格大涨，增加饮料生产成本。为应对价格波动风险，饮料企业可签长期合作协议或建立原料储备库。​

The fluctuation of raw material prices is related to supply stability, which affects the production cost of beverages. In 2018-2019, the price of black sesame rose sharply due to supply shortages, increasing the production cost of beverages. To cope with the risk of price fluctuations, beverage companies can sign long-term cooperation agreements or establish raw material reserves. ​（二）中游生产加工​

（2） Midstream production and processing​

​黑米黑豆黑芝麻饮料生产加工环节技术关键、流程复杂，对产品质量和市场竞争力影响重大。​

The production and processing of black rice, black beans, and black sesame beverages are technically critical and have complex processes, which have a significant impact on product quality and market competitiveness. ​生产工艺涵盖原料预处理、磨浆、调配、均质、杀菌和灌装等步骤。原料预处理要筛选、清洗黑米、黑豆、黑芝麻，去除杂质霉变颗粒。黑米需浸泡，黑豆可能脱皮，黑芝麻炒制时要严控温度和时间。磨浆要求颗粒度达微米级。调配时加适量糖、稳定剂、乳化剂等辅料，如黄原胶、蔗糖酯等以保证口感和稳定性。​

生产加工有技术难点，饮料稳定性是关键，因原料富含蛋白质、油脂易沉淀、分层等，企业要优化配方、选合适添加剂并确定添加量，采用先进均质技术。风味保持与优化也是挑战，需控制工艺参数、选好设备，如用低温杀菌技术。先进生产技术和设备可提升产品质量和竞争力，自动化、智能化设备能提效、降成本、保质量，像德国 GEA 高压均质机和瑞士 ABB 自动化灌装生产线。​

（三）下游销售渠道​

（3） Downstream sales channels​

​黑米黑豆黑芝麻饮料销售渠道分传统与新兴两类，对销售影响多样。​

The sales channels for black rice, black beans, and black sesame beverages are divided into traditional and emerging categories, which have diverse impacts on sales. ​传统渠道含大型连锁超市、便利店和小型杂货店。大型连锁超市像沃尔玛等，客流量大、商品全、品牌展示佳，有完善供应链和销售模式，常开展促销提升销量；便利店如 7-11 等，位置便捷、24 小时营业，满足即时购买需求；小型杂货店多分布在社区、乡镇，与周边居民联系紧密，是注重性价比和便利性消费者的选择。​

新兴渠道有电商平台、社交媒体营销和直播带货。电商平台像淘宝等打破地域限制，购物便捷，能精准营销；社交媒体营销借助微信等平台，靠内容、口碑传播吸引购买；直播带货通过主播实时展示、互动，销售转化快，头部主播直播间销售额巨大，有力推动饮料销售。​

风险与挑战​

Risks and Challenges（一）原材料风险​

（1） Raw material risk​

​黑米、黑豆、黑芝麻的供应稳定性受自然因素与市场波动双重影响。自然因素方面，产区常遭自然灾害，如 2021 年河南暴雨洪涝使当地黑芝麻、黑豆减产，2023 年陕西洋县干旱致黑米产量和品质下降。市场波动上，需求大增会使价格攀升、供应紧张，像 2019 年养生热让黑芝麻价格涨幅超 60% ，且种植户会因价格和效益调整种植结构影响供应。对此，企业可采取多元化采购、与供应商建长期合作、建立原料储备库等策略应对供应不稳定和价格波动风险。​

（二）市场竞争风险​

（2） Market competition risk​

​植物蛋白饮料市场竞争激烈，产品同质化严重，像核桃乳、杏仁露、椰汁等在功能、定位、目标消费群体上相似，都主打健康营养，这让新进入市场的黑米黑豆黑芝麻饮料面临较大竞争压力。一些传统品牌如养元六个核桃、承德露露等，品牌知名度高、消费群体稳定，相比之下，新品牌知名度低，市场推广初期需投入大量资源宣传。​

激烈竞争易引发价格战，2023 年部分品牌降价促销，压缩利润空间、影响产品质量和品牌形象。新进入的黑米黑豆黑芝麻饮料企业因规模小、成本控制能力弱，在价格战中处于劣势，经营压力大。​

Intense competition can easily lead to price wars. In 2023, some brands will reduce prices for promotions, compress profit margins, and affect product quality and brand image. The newly entered black rice, black beans, and black sesame beverage enterprises are at a disadvantage in the price war due to their small scale and weak cost control ability, resulting in significant operational pressure. ​为应对风险，企业要加强产品创新，在配方、口味、包装等方面突出差异化，如开发特定功效或个性化包装产品。同时加大品牌建设和推广，通过多渠道宣传，提升知名度和美誉度，增强消费者认同感与忠诚度。​

To cope with risks, enterprises need to strengthen product innovation and highlight differentiation in terms of formula, taste, packaging, etc., such as developing specific efficacy or personalized packaging products. At the same time, we will increase brand building and promotion, enhance brand awareness and reputation through multi-channel promotion, and strengthen consumer identification and loyalty. ​（三）技术风险​

（3） Technical risk​

​在黑米黑豆黑芝麻饮料研发中，存在诸多技术难题。去除不良风味的同时保留营养成分是挑战之一，传统去除方法虽能减轻不良风味，但会损失部分营养。饮料稳定性也是关键问题，原料富含蛋白质、油脂等，储存易沉淀、分层、脂肪上浮，需筛选优化稳定剂和乳化剂配方，且生产工艺参数也影响稳定性。生产技术水平影响产品质量和效率，落后技术会致质量不稳、成本上升，先进技术设备虽好但成本高，部分企业难以承受。为应对技术风险，企业应加大研发投入，加强合作，引进技术人才，建立质量控制体系，确保产品质量稳定。​

前景展望​

Outlook for the future​

​综合来看，开发黑米黑豆黑芝麻饮料配方市场前景广阔但挑战众多。植物蛋白饮料市场扩张、营养优势及市场空白、消费者对健康和个性化的追求带来发展机遇；然而，竞争激烈，产业链各环节存在不稳定因素，面临原材料、市场竞争和技术等风险。​