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2019年第二届全球功能性食品饮料高峰论坛将在上海隆重召开，期待您的加入！ The 2nd Global Functional Food and Beverage Summit（GFFBC）will be held in Shanghai in 2019, We look forward to your joining! 活动报名官方网址Official Register Website： http://www.szwgroup.com/asia-functional-drinks-innovation-summit-2019/ 目前，越来越多的消费者在寻找可替代人工咖啡因的天然成分，这似乎意味着在植物药草能量饮料市场孕育着更大的机遇，而在这方面小型初创企业表现最为突出。 At present, more and more consumers are looking for natural ingredients that can replace artificial caffeine, which seems to imply greater opportunities in the herbal energy beverage market, in which small start-ups are the most prominent. 2014年，立陶宛立法禁止向18岁以下人群出售高能量咖啡因饮料，与此同时，欧洲FIC健康警示强制要求饮料所含的咖啡因每升不超过150mg。尽管这项立法也适用于天然来源咖啡因，但是由于天然咖啡因不具有人工咖啡因所能产生的一些负面作用，因此植物能源兴奋剂不一定必须是不含咖啡因才能吸引消费者。 In 2014, Lithuanian legislation banned the sale of high-energy caffeine drinks to people under 18 years of age, while the European FIC Health Warning mandated that drinks contain no more than 150 mg of caffeine per litre. Although the legislation also applies to caffeine from natural sources, because natural caffeine does not have some of the negative effects of artificial caffeine, plant energy stimulants do not necessarily have to be caffeine-free to attract consumers.
Formulas for exotic plant drinks are more challenging 随着消费者对巴西可可、绿茶和绿咖啡豆的熟悉，各大公司开始寻找新的、独特的植物/天然成分。2014年，位于纽约的Runa推出了一款新型能量饮料，其中含有亚马逊叶guayusa以及抗氧化剂如氯原酸、异黄酮和L-茶氨酸。制造商声称这些抗氧化剂能够预防咖啡和传统能量饮料导致的紧张感。 As consumers become familiar with Brazilian cocoa, green tea and green coffee beans, companies are looking for new and unique plant/natural ingredients. In 2014, New York-based Runa launched a new energy drink containing guayusa from Amazon leaves and antioxidants such as chlorogenic acid, isoflavones and L-theanine. Manufacturers claim that these antioxidants can prevent tension caused by coffee and traditional energy drinks. 传统饮料巨头也尝试利用植物，但是并不总是一帆风顺。例如，红牛曾试图通过添加古柯叶和可乐，以传递一种天然的诉求，但是由于低迷的销售额，该系列在2011年已经被迫停产。在2013年，百事对外公布了其专利混合能量植物成分饮料详情，这款饮料含有黄精根和枸杞，但是含有这种成分的饮料直到目前还未被推出上市。像百事这种全球数一数二的饮料巨头在推出植物饮料方面都如此谨慎，这是否意味着该领域更多的消费者挑战和法规挑战？ Traditional beverage giants also try to use plants, but not always smooth sailing. Red Bull, for example, tried to pass on a natural appeal by adding coca leaf and coke, but the series was forced to shut down in 2011 due to sluggish sales. In 2013, Pepsi released details of its patented mixed energy plant ingredient beverage, which contains Rhizoma Polygonatum and wolfberry, but the beverage containing this ingredient has not yet been launched. Does Pepsi, one of the world's leading beverage giants, be so cautious in introducing vegetable drinks, mean more consumer and regulatory challenges in this area? 能量饮料强调了植物药草成分的来源，并传递出手工制造价值，以扩大其消费受众。植物形象趋向于修饰植物饮料，同时也能够传递一种别具一格的吸引力，适合吸引能量饮料使用者的成熟消费群体。对于这些附加值的关注有助于各大品牌避免重走红牛老路。 Energy drinks emphasize the source of plant herbal ingredients and deliver manufactured value to expand their consumer audience. Plant image tends to modify plant drinks, but also can convey a unique attraction, suitable for attracting energy drinks users of mature consumer groups. Attention to these added values helps major brands avoid going back to Red Bull. 报名参会了解会议详细内容，请联系Dany@szwgroup.com 更多演讲机会，请联系Joes@szwgroup.com 市场媒体合作，请联系Anthonyh@szwgroup.com For registration,learn about the details of the meeting, please contact Dany@szwgroup.com For more speech opportunities, please contact Joes@szwgroup.com For market media cooperation, please contact Anthonyh@szwgroup.com
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