碳酸饮料“送都没人喝”？记者实探数十家商超：可乐最畅销，元气森林走出C位

国际金融报08-10

今年暑期，多地最高气温突破40摄氏度，饮料行业却遭遇“最冷旺季”。　　据多家媒体报道，碳酸汽水、果汁等传统含糖饮料今夏销量大幅下滑。有商户发布短视频称“饮料送都送不掉”，其试图用碳酸汽水当赠品，却被顾客问“能不能换成矿泉水”，该话题还一度冲上热搜。　　近日，《国际金融报》记者走访上海、江苏数十家商超和便利店，多家店员反馈“今年饮料市场确实不太好”，不过可口可乐、冰红茶等大单品仍然畅销，随着市场竞争...

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Reporters probe dozens of Shangchao: Coke is the best-selling, Genki Forest goes out of C position","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"FTXG":0.6,"FSTA":0.6,"PBJ":0.6,"TRUO":0.6,"UGE":0.6,"000807":1.86,"KO":1.88,"BREW":0.6,"XLP":0.6},"content_text":"今年暑期，多地最高气温突破40摄氏度，饮料行业却遭遇“最冷旺季”。　　据多家媒体报道，碳酸汽水、果汁等传统含糖饮料今夏销量大幅下滑。有商户发布短视频称“饮料送都送不掉”，其试图用碳酸汽水当赠品，却被顾客问“能不能换成矿泉水”，该话题还一度冲上热搜。　　近日，《国际金融报》记者走访上海、江苏数十家商超和便利店，多家店员反馈“今年饮料市场确实不太好”，不过可口可乐、冰红茶等大单品仍然畅销，随着市场竞争加剧、促销变多，消费者对价格更为敏感。 　　左宇/摄  含糖饮料不好卖了　　“今年整体饮料都在下滑，和以前比差很多。”《国际金融报》记者在走访过程中，多家门店老板谈及含糖饮料的表现时直言，“差的不是一点点。”　　以前，商超往往在夏天旺季对部分产品提前备货，但今年不仅不再囤货，还严格控制进货数量，“卖得多就多进，卖得少就少进”。　　从全国市场看，饮料消费整体并未萎缩。国家统计局数据显示，今年上半年，限额以上单位饮料类商品零售额为1601亿元，同比增长6%。　　据第三方平台“马上赢”发布的线下零售监测数据，第二季度饮料销售旺季，大卖场、超市、便利店、食杂店等传统渠道的饮料整体销售额同比下降11.78%。不同细分品类分化显著，其中，含糖即饮茶饮料销售额下滑11.17%，汽水下滑12.2%，即饮果汁下滑14.84%，中式养生水下滑超20%。 　　吴优/摄 　　饮料市场整体增长与部分含糖品类降温并存，说明并非消费者不买饮料，而是市场开始分化、结构性调整加剧。　　增量主要集中在无糖饮料。上述机构调研显示，二季度无糖即饮茶的销售额逆势增长16%，是唯一双位数增长的细分品类。　　根据国家卫健委2024年发布的数据，我国成年居民糖尿病患病率11.9%，糖尿病前期检出率35.2%。《中国居民膳食指南》建议，成年人每天添加糖摄入量不超过50克，最好控制在25克以下。　　随着越来越多成年人开始控糖，“无糖”成为一种商业营销概念。　　有品牌将“0糖”注册成商标；还有品牌标注“零蔗糖”，实则添加赤藓糖醇、三氯蔗糖等代糖。近年来，消费者开始在购买饮料前翻看配料表——根据勤策消费研究的数据，这一比例已达到60%，“配料表干净”成为消费者购买决策的核心诉求。 可乐、冰红茶销量坚挺　　今年夏天什么饮料最好卖？　　记者走访数十家门店后，得到了高度统一的答案：可口可乐、冰红茶和东方树叶。　　含糖饮料并非全线溃败，而是出现了分化——经久不衰的“大单品”仍是强者恒强，根据太古可口可乐8月6日发布的财报，上半年其在中国内地市场营收142.24亿港元，同比增长约9%。　　一些价格较高的概念单品如今难以维持畅销势头。较为典型的例子是元气森林，这款售价6元的气泡水作为初代无糖网红产品，过去几年长期占据饮料柜的黄金位置。但记者在走访中注意到，部分门店已将其放在冷柜最底层，消费者很难一眼看到。有店员直言，“它不好卖，搞活动还行，不打折就卖不动。” 　　水芙蓉/摄 　　还有门店店员认为，除了健康趋势，价格也是影响销量的重要因素，“以前贵的饮料能卖得动，现在不行”。一些社区超市里，补货最快的是饮用水，而电解质水、功能饮料等价格较高的单品若非促销，销量普遍低迷，因为“市场很卷”。　　一家量贩零食店饮料柜的补货员有着相似观点。他指出，店里动销最差的是果汁饮料，这些产品价格往往不低，但如今蜜雪冰城的新鲜柠檬水4元一杯、其他水果茶也大多在7—8元，还能自选甜度，与传统果汁相比更具竞争力。（文章来源：国际金融报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2658937641","isCrawlerRequest":true}