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乳企扎堆“冒泡儿”:是“气泡”酸奶,还是

伊利也加入到这场浪潮中,推出了安慕希“有汽儿”气泡风味发酵乳

今年7月,伊利也加入到这场浪潮中,推出了安慕希“有汽儿”气泡风味发酵乳,根据产品的相关介绍可以看到,在该产品上,伊利可谓煞费苦心。

据公开资料显示,该款产品经历了2年研发调试,并且也是安慕希首次尝试在酸奶中采用充气工艺,通过高压注入二氧化碳,同时,为了找到口感和风味之间的平衡,安慕希最终经过测试1.0GV、1.2GV、1.5GV、1.7GV、2.0GV这5种方案后,最终选择了1.5GV的气泡含量值。

此外,为了让产品的口感层次丰富,“有汽儿”还采用了9种组合菌共同发酵。

结合“有汽儿”在电商平台上商品详情页中的信息可以看到,高蛋白质含量也是其卖点之一,如果按照详情页中所述的,每100g中的蛋白质含量为2.3g计算,一瓶215g的“有汽儿”蛋白质含量约为4.9g上下。

显然,伊利旗下安慕希将气泡元素引入酸奶产品的尝试,为当下新品频出的酸奶市场提供了新的方向,同时,这种来自于口感上的新奇体验,也有助于伊利在年轻群体中进一步破圈。

但「氢消费」注意到,其实在“有汽儿”上线之前,将酸奶和气泡水相结合的尝试,在业内早有先例,伊利此举并非首创。

今年3月,新希望华西乳业就曾发布过一款名为“酸奶生气了”的气泡酸奶,据公开信息显示,该款酸奶中气泡为自然气泡,因此该款酸奶并非碳酸饮品,同时,该款产品据称还采用Fuji snow菌种三倍时长活菌发酵等工艺。

值得注意的是,在该产品的电商平台详情页中可以看到,其每100g的饮品中,蛋白质含量为2.9g,高于伊利“有汽儿”。

另外,遵循国标《GB 19302—2010食品安全国家标准 发酵乳》来看,“有汽儿”属于风味发酵乳,根据国标,风味发酵乳每100g中蛋白质含量应大于等于2.3g,故“有汽儿”的蛋白质含量仅仅属于符合国标。

或许,对于乳企来说,试水“气泡水+”的创意,既是基于面向年轻一代消费者的有益尝试,同时也是对自身业务多元化发展的一次探索,但究竟最终效果如何,则有待市场的检验。

01 拥抱年轻群体,乳企扎堆气泡水产品

时钟的指针拨回上世纪70年代,当时的气泡水因被兑入威士忌中作为配饮而在欧洲市场大受欢迎,而诞生于法国南部孚日山脉脚下的雀巢“巴黎水”也一跃成为了一种品位的象征。

1992年,巴黎水被国际食品饮料巨头雀巢集团收购,并与雀巢另一款气泡水“圣培露”在其执掌下进入中国市场,相较于与酒水搭配的巴黎水,圣培露更多的饮用场景是佐餐水。

即便饮用场景相较巴黎水更加宽泛,但圣培露继2011年进入中国市场后,表现难说亮眼,2014年时还因价格偏高一度败走中国市场,直至2016年才重返中国市场。

但比较有意思的事是,在圣培露败走的同时,国内对于气泡水的消费热情并未停滞,以同样由雀巢执掌的巴黎水为例,据公开资料显示,在2010年到2014年这5年间,其在中国市场的销量以平均每年超30%的增速上涨。

但尽管如此,气泡水在国内也远未得到广泛的普及,更难提成为风口,直至2018年元气森林气泡水的出现,将气泡水从小众品类,推向了大众消费领域。

而在元气森林出现,完成了对大众气泡水的消费教育后,整个气泡水赛道也开始升温,比较显见的例子便是,国际巨头“两乐”、农夫山泉、娃哈哈等品牌,也相继推出了各自的气泡水产品进行对赛道的补位。

时至当下,这股对于气泡水的热情,还燃至了众多乳企身上。

在2021年蒙牛便推出了两款0糖气泡水风味饮料,产品名为“酸酸乳乳此汽质”,而据此前公众号小食代的报道,蒙牛方面曾形容该新品“突破了传统的乳饮料概念,依托乳酸菌、0糖、0脂肪健康概念布局的乳酸菌气泡水产品” 。

紧随其后的今年4月,新希望则推出了“酸奶生汽了”这一气泡酸奶产品,值得注意的是,这也是国内首款由菌种发酵而来的气泡酸奶,为了让气泡酸奶口感有所保障,该产品采用了稳定的气泡菌种Fuji snow,通过低温慢发酵技术,让酸奶在发酵之后形成微型空腔,从而让消费者获得更好的美味体验。

而随着今年伊利安慕希推出“有汽儿”这一气泡酸奶产品,乳企入局气泡水的意图也更加明显。

而乳企入局气泡水产品的背后,显然是为了借气泡水风口,为自己赢得更多的年轻一代消费群体。

02 走出多元化,陷入同质化?

在乳企入局气泡水产品的背后,实际上既与气泡水行业发展增速和规模有关,也与人们对于气泡水饮用场景诉求的多元化有关。

首先,从气泡水整个行业来看,据中研网的数据显示,2019年国内气泡水整体市场规模为150亿左右,预计到2025年,将达到320亿元。

另据中科院的数据显示,国内无糖饮料在2020年的市场规模达117.8亿元,较2014年翻了7倍,预计2025年该市场将增至227.4亿元,2027年该市场将继续攀升至276亿元规模。

无论是从气泡水本身赛道的增长性,还是从无糖饮料的整体增长性来看,国内气泡水的规模和增速都极具想象力。

而身处于高增速的行业下,气泡水产品及其背后的品牌,自然也能取得更多的发展空间,这或许也能解释了乳企纷纷入局气泡水的原因。

此外,随着气泡水从无到有,从小众到大众,消费者对于气泡水的诉求也更加精细化,而这既倒逼原有气泡水品牌在产品层面不断上新,也给拥有品质奶源和优质菌种的乳企留出了空间。

在艾媒咨询此前发布的《 2022-2023年全球及中国饮料市场发展趋势及消费行为数据监测报告》中便提到,随着消费水平提升,饮料消费场景进一步多元化,诉求愈发细致,从单一的解渴需求到社交、运动、美容、提神等多种需求。在此背景下的气泡水在低热量、无负担以外开始被追求额外的功能性,比如创新加入美容成分(如玻尿酸)、乳酸菌、益生菌等。

同时《 2022-2023年全球及中国饮料市场发展趋势及消费行为数据监测报告》指出,气泡水饮料消费场景拓展,行业空间有望进一步扩容。

值得注意的是,在乳企纷纷试水气泡水获得外界肯定的同时,也不时有质疑之声,认为这或将会让乳企在主业之外,陷入新的同质化竞争,而这种同质化竞争,在乳企过往的发展中也有所体现。

以伊利在2005年率先推出的风味乳饮料“伊利优酸乳”为例,此后不久,蒙牛便推出了酸酸乳产品,并凭借赞助《超级女声》这档节目,在声量和销量上实现质的飞跃,以销售额为例,公开资料显示,其在2004年6月的销售额为7亿,而等到了2005年8月时,销售额已上探至25亿元。

在此产品线外,蒙牛、伊利随后在高端常温奶领域也有所交集,2005年蒙牛率先推出特仑苏,随后的2006年伊利推出金典有机奶。

西南证券发布的数据显示,2011年至2021年,特仑苏、金典品牌的饮用奶市占率分别由2.6%、1%提升至9.5%、8.5%。

基于以上种种,便可以窥见乳业巨头在同类产品上的你追我赶之势,而这种“防守”与“反击”是否会延续到各自均已入局的气泡水产品赛道,尚需时间检验。