With the enthusiasm of Chinese consumers for healthy eating and weight management, low-carbon diets and bulletproof drinks are gradually entering the public eye. Bulletproof beverages, represented by bulletproof coffee, have risen rapidly in the Chinese market and have become a new choice for consumers to pursue a healthy diet.
What is a bulletproof drink?
Bulletproof drink is a very popular drink in the world of low-carb diets, and even in the whole healthy diet world, it is a high-fat, high-protein drink designed for a low-carb diet plan to meet the planned fat/energy ratio and increase the intake of healthy fats.
Bulletproof drinks originated in the United States and were first proposed in 2004 in the form of bulletproof coffee. The Chinese name is literally translated from its English name "Bulletproof Coffee". Recipes for this coffee include low-mold coffee beans, grass-fed butter, and coconut or MCT oil, among others. In recent years, bulletproof coffee has gradually been commercialized in China and has become a health drink that has attracted much attention.
How big is the bulletproof drink market?
At present, bulletproof drinks are mainly bulletproof coffee, which has been commercialized in China since 2016. As a new trend in healthy eating, the bulletproof beverage market has experienced relatively rapid growth over the past few years. In terms of transaction value (GMV), the market size of China's bulletproof beverage market increased from 500 million yuan in 2017 to 3 billion yuan in 2022, with a compound annual growth rate of 43.0% during the period. With the increasing number of obese people and consumers paying attention to healthy eating, the market size of bulletproof beverages is expected to continue to grow in the next five years, increasing to RMB 8.61 billion by 2027 at a compound annual growth rate of 23.3%.
Source: CIC Consulting
There are two eye-catching trends in the future of the bulletproof beverage market
On the one hand, the taste of the product is diversified. With the increase in the number of health management professionals, their preferences are gradually diversified, and the taste, texture and quality of products need to be improved to meet the differentiated preferences of consumers. For example, low-sugar meal replacement products can be introduced to achieve a similar taste to similar high-calorie products; At the same time, we can also develop products that meet the taste of daily diet, such as black pepper, Chinese sauerkraut and Japanese miso.
On the other hand, the product range is diverse. With the improvement of public health management awareness and consumption upgrading, Chinese consumers' demand for various low-carbohydrate products has become more diversified, and the market will show a trend of gradual diversification of low-carbohydrate products in the future, providing more abundant solutions for consumers pursuing health management.
Monster Brand: A unique formula to help with weight management
Since its launch in 2019, Superstar Legend's Mogu brand is a low-carbon health management product developed by experts in the big health industry, food R&D experts, nutritionists and other professionals after more than a year of testing, adjustment and comparison.
Combined with the adjustment of appropriate dietary habits, Molly Coffee can allow consumers to change the energy supply mode of people's body and control calorie intake by intaking high-quality fats and dietary fiber, and at the same time reduce the feeling of hypoglycemia after caloric intake, so that people can achieve their weight management goals more easily and happily.
Coffee has a unique formula design, adding three major oil ratios (MCT oil, New Zealand grass-fed butter, virgin coconut oil), American white kidney bean extract, Malaysian coffee powder and French resistant dextrin, which can directly provide energy to the body without complex decomposition, which can help people quickly adapt to a low-carb diet.
Devil's Coffee
Formulated with 95% high-purity C8-MCTs, rich in medium-chain triglycerides (MCTs) and low in the glycemic index (low glycemic index), this product is designed for people with fitness to help maintain carbohydrate intake.
Devil's Brown Light Brew Coffee
MCT is a healthy source of fat, which can provide energy and quickly produce ketones to increase the thermal effect after eating, and the coffee powder is made of imported Arabica and Robusta coffee powder with high compatibility with MCT to ensure the taste without destroying the stable system of MCT. In addition, due to the dietary fiber contained in its products, it increases the feeling of fullness in a person.
Devil MCT coffee
Different from traditional weight management methods, Mogu Coffee advocates the concept of a balanced diet and a low-carbon diet, and advocates a "new life for Mogu", providing consumers with more systematic weight management solutions from multiple perspectives such as low-carbon diet, balanced nutrition, scientific fitness, hydration, adequate sleep, and stress release.
Molly Coffee is ranked No. 1 in the bulletproof beverage industry
CIC has long-term research experience in China's bulletproof beverage industry. From January to February 2024, CIC conducted a comprehensive review of China's bulletproof beverage industry, and conducted research and analysis on the competitive landscape, brand sales, and product categories of China's bulletproof beverage market in 2023. On this basis, CIC conducted in-depth interviews and cross-validation of data with industry experts to confirm the sales of various brands of bulletproof beverages. Based on the research and analysis of China's bulletproof beverage market in 2023, CIC Consulting ranked first in the country in terms of sales volume and sales of bulletproof beverages.
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