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Spate&尼尔森IQ：2026“恶习”重构：可控式放纵消费的崛起研究报告（英文版）（48页）.pdf

上传人： 1****1 编号：1145237 2026-03-02 48页 4MB

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1、Confidential and proprietary 2026 Nielsen Consumer LLC.All Rights Reserved.February 2026Brought to you by NielsenIQ and SPATEVICES ReimaginedThe Rise of Controlled Indulgence 2026 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietarySpates data captures consumers intent,which is a cl

2、ose preemptive signal to purchase,shedding some new and complementary perspectives on sales data at the top of the consumer funnel.Social Media is about consumers aspirations.Consumers are building the persona of who they wantto be,not necessarily reflecting their actual behavior.Search Data,a“digit

3、al truth serum,”reveals an honest picture of consumer desires.People will search something they may not be comfortable asking their mother or best friend.According to a correlative study between Spate and NIQ,search is a strong indicator of future sales.The worlds most comprehensive market research

4、and consumer insights partner.Providing data on every customer,channel,aisle,and click.Plus,advanced analytics and expertise to help you apply it.Our solutions uncover the most granular details to inspire big-picture ideas and empower business leaders to take decisive action.By pairing the most robu

5、st and granular shopper data with AI-powered,predictive analytics solutions.NIQ shows clients,whats happening,why its happening and what they should do next.Covering 100+global markets and over 90%of the worlds population,NIQ delivers the Full View of buying behavior.This unique report brings togeth

6、er our expertise to uncover how consumers are embracing vices through moderation,ritual,and conscious choice.Unlock Insights with NIQ and SPATE2NIQ delivers the Full View of buying behavior Predict Consumer Trends with Unmatched AccuracyMETHODOLOGYSpate is an innovative data platform that helps user

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1. **控制 indulgence 兴起**：酒精消费降至历史新低，传统酒类增长乏力，但消费者转向THC饮料（+86.9%）、无酒精饮品（无酒精葡萄酒+16.4%）和功能性饮料（+11.9%），追求“适度放纵”。 2. **混合消费趋势**：38%消费者在酒吧同时饮用功能饮料与酒精，年轻群体（Z世代、千禧一代）主导混合场景，品牌需设计跨品类组合。 3. **功能饮料爆发**：功能性饮品因“目的性消费”增长，适应原饮料（+47.1%）、蘑菇咖啡（+6.2%）等细分品类崛起，销售额超276亿美元。 4. **尼古丁替代品增长**：传统香烟销量下滑，尼古丁贴片（+66.9%）、烟袋（+45.7%）等替代品受青睐，搜索与社交平台推动“清洁使用”认知。 5. **数字趋势加速**：Spate分析9000亿次搜索、1.5亿TikTok帖文，显示THC饮料、功能饮品等趋势通过社交平台快速传播，品牌需敏捷响应。
**酒精替代品趋势？** **THC饮料为何爆火？** **功能性饮料如何崛起？**
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