近年來，健康飲品市場持續(xù)升溫，兼具營養(yǎng)與傳統(tǒng)韻味的棗汁飲料逐漸成為消費(fèi)者新寵。但面對同質(zhì)化競爭，僅靠“紅棗味”已難以打動(dòng)挑剔的味蕾。想要在紅海市場中突圍，配方創(chuàng)新是核心突破口。今天就為大家拆解棗汁飲料配方的6大創(chuàng)新方向，從原料到工藝，從口感至功能，全方位提升產(chǎn)品競爭力。





一、原料創(chuàng)新：從“基礎(chǔ)款”到“高端定制款”

1、 Raw material innovation: from "basic style" to "high-end customized style"

原料是飲料的靈魂，棗汁配方的創(chuàng)新首先要從源頭下功夫，通過差異化選材打造獨(dú)特口感與價(jià)值感。

Raw materials are the soul of beverages, and innovation in jujube juice formulas must first focus on the source, creating a unique taste and sense of value through differentiated material selection.

- 細(xì)分棗種，突出地域特色：擺脫單一的普通紅棗，選用具有地理標(biāo)志的特色棗種。例如新疆若羌灰棗自帶濃郁蜜香，果肉細(xì)膩少渣，榨汁后甜度更高；陜西狗頭棗果大肉厚，棗香醇厚，適合打造濃漿型棗汁；河北金絲小棗肉質(zhì)緊實(shí)，汁水清甜，適合清爽型配方。將地域特色棗種作為核心賣點(diǎn)，能瞬間提升產(chǎn)品辨識度。



- 復(fù)配雜糧，強(qiáng)化營養(yǎng)矩陣：在棗汁中加入藥食同源的雜糧原料，不僅豐富口感層次，還能疊加營養(yǎng)優(yōu)勢。比如搭配小米增加綿密口感，同時(shí)補(bǔ)充B族維生素；加入燕麥麩皮提升膳食纖維含量，主打“飽腹輕養(yǎng)生”；混合紅豆、薏米則契合“祛濕健脾”的消費(fèi)需求，讓棗汁從“飲品”升級為“功能性代餐搭檔”。



- 引入超級食材，提升附加值：結(jié)合當(dāng)下流行的超級食品概念，在配方中加入少量高價(jià)值原料。例如添加寧夏枸杞，強(qiáng)化“補(bǔ)氣血”的傳統(tǒng)認(rèn)知，且枸杞的酸甜能中和棗汁的甜膩；搭配椰棗泥，增加天然果糖的同時(shí)帶來熱帶風(fēng)味；融入奇亞籽，利用其遇水膨脹的特性打造“爆珠口感”，滿足消費(fèi)者對“新奇體驗(yàn)”的追求。



二、功能創(chuàng)新：從“好喝”到“喝出健康”

2、 Functional innovation: from "delicious" to "drinking healthy"

后疫情時(shí)代，消費(fèi)者對飲品的“健康屬性”要求更高。棗汁本身富含維生素、礦物質(zhì)和多糖，在此基礎(chǔ)上進(jìn)行功能強(qiáng)化，能精準(zhǔn)擊中需求痛點(diǎn)。

In the post pandemic era, consumers have higher demands for the "health attributes" of beverages. Jujube juice itself is rich in vitamins, minerals, and polysaccharides, and on this basis, it can be functionally enhanced to accurately hit the pain points of demand.

- 益生菌+棗汁，腸道健康雙buff：將活性益生菌（如乳雙歧桿菌、嗜酸乳桿菌）與棗汁結(jié)合，開發(fā)“發(fā)酵棗汁飲品”。益生菌能改善腸道菌群，而棗汁中的多糖可作為益生元促進(jìn)益生菌增殖，形成“1+1>2”的健康效果。同時(shí)，發(fā)酵過程會(huì)降低棗汁的甜度，產(chǎn)生乳酸風(fēng)味，適合怕胖的年輕群體。



- 低GI配方，適配控糖人群：通過原料調(diào)整和工藝優(yōu)化，打造低GI（血糖生成指數(shù)）棗汁。選用甜度較低的棗種，搭配低GI的菊芋糖漿、赤蘚糖醇替代部分蔗糖，同時(shí)添加魔芋粉延緩糖分吸收。這款配方能滿足糖尿病患者、健身人群等控糖需求，填補(bǔ)市場空白。



- 添加營養(yǎng)素，打造“針對性補(bǔ)給”：針對特定人群開發(fā)功能性棗汁，例如面向女性的“棗汁+膠原蛋白肽”，主打“美容養(yǎng)顏”；面向熬夜黨、學(xué)生黨的“棗汁+維生素B族+?；撬?rdquo;，緩解疲勞、補(bǔ)充能量；面向中老年人的“棗汁+鈣+維生素D”，強(qiáng)化骨骼健康。



三、口味創(chuàng)新：從“單一口感”到“層次豐富”

3、 Taste innovation: from "single taste" to "rich layers"

傳統(tǒng)棗汁多為單一甜膩口感，難以滿足消費(fèi)者對“多元化風(fēng)味”的追求。通過跨界融合、酸甜平衡等方式，能讓棗汁煥新顏。

Traditional jujube juice often has a single sweet and greasy taste, which is difficult to meet consumers' pursuit of "diversified flavors". Through cross-border integration and balanced sour and sweet flavors, jujube juice can be rejuvenated.

- 水果混搭，碰撞清新風(fēng)味：將棗汁與當(dāng)季水果結(jié)合，打造清爽解膩的復(fù)合口味。例如“棗汁+山楂”，山楂的酸能中和棗的甜，形成經(jīng)典的“棗糕風(fēng)味”，適合秋冬暖飲；“棗汁+檸檬+青橘”，打造酸甜爽口的果味棗汁，適合夏季冰鎮(zhèn)飲用；“棗汁+梨”，溫潤清甜，主打“潤肺潤燥”，契合季節(jié)需求。



- 花卉入飲，賦予雅致香氣：加入可食用花卉提升棗汁的香氣與顏值。比如“棗汁+桂花”，桂花的淡雅香氣與棗香融合，口感溫潤，自帶“中式浪漫”屬性；“棗汁+玫瑰”，玫瑰的馥郁花香搭配棗的醇厚，適合女性消費(fèi)者，且玫瑰的粉色能讓飲品呈現(xiàn)自然的粉嫩色澤，無需額外添加色素。



- 茶咖融合，突破傳統(tǒng)邊界：將棗汁與茶、咖啡等潮流飲品結(jié)合，吸引年輕群體。例如“棗汁+紅茶”，棗的甜潤與紅茶的醇厚碰撞，打造“棗香奶茶”的平替款；“棗汁+冷萃咖啡”，棗的甜中和咖啡的苦，形成獨(dú)特的“棗香拿鐵”，適合下午茶場景；“棗汁+烏龍茶”，茶香清爽，棗香悠長，主打“解膩刮油”。



四、工藝創(chuàng)新：從“傳統(tǒng)榨汁”到“技術(shù)賦能”

4、 Technological Innovation: From "Traditional Juice Extraction" to "Technological Empowerment"

先進(jìn)的工藝不僅能提升棗汁的品質(zhì)和口感，還能延長保質(zhì)期、降低成本。

Advanced technology can not only improve the quality and taste of jujube juice, but also extend its shelf life and reduce costs.

- 低溫冷壓，保留營養(yǎng)活性：采用低溫冷壓技術(shù)代替?zhèn)鹘y(tǒng)熱榨，在40℃以下進(jìn)行榨汁，最大程度保留棗中的維生素C、多酚等活性營養(yǎng)成分，同時(shí)避免高溫帶來的焦糊味，讓棗汁口感更清新、營養(yǎng)更豐富。

-Low temperature cold pressing to preserve nutritional activity: Low temperature cold pressing technology is used instead of traditional hot pressing to extract juice below 40 ℃, maximizing the retention of active nutrients such as vitamin C and polyphenols in jujube, while avoiding the burnt taste caused by high temperature, making jujube juice fresher and more nutritious.

- 酶解技術(shù)，提升出汁率與口感：在榨汁前加入果膠酶、纖維素酶，分解棗肉中的果膠和纖維素，不僅能提高出汁率（比傳統(tǒng)工藝提升15%-20%），還能使棗汁更澄清、口感更順滑，減少沉淀現(xiàn)象。

-Enzymatic hydrolysis technology can improve juice yield and taste: adding pectinase and cellulase before juicing to decompose pectin and cellulose in jujube meat can not only increase juice yield (15% -20% higher than traditional processes), but also make jujube juice clearer, smoother in taste, and reduce sedimentation.

- HPP超高壓殺菌，實(shí)現(xiàn)無添加保鮮：采用超高壓殺菌技術(shù)（HPP），在常溫下通過高壓殺滅微生物，無需添加防腐劑就能延長保質(zhì)期（可達(dá)6-12個(gè)月）。這款工藝能讓棗汁保持“鮮榨”口感，滿足消費(fèi)者對“無添加”的需求。



五、形態(tài)創(chuàng)新：從“液體飲料”到“多元形態(tài)”

5、 Form innovation: from "liquid beverages" to "diverse forms"

跳出“瓶裝液體”的固定思維，開發(fā)不同形態(tài)的棗汁產(chǎn)品，能覆蓋更多消費(fèi)場景。

Breaking away from the fixed thinking of "bottled liquid", developing different forms of jujube juice products can cover more consumer scenarios.

- 棗汁濃縮液，主打“便捷調(diào)配”：將棗汁濃縮成膏狀或液體濃縮液，消費(fèi)者可根據(jù)個(gè)人口味加水、牛奶、酸奶等調(diào)配飲用。這款產(chǎn)品便攜易儲(chǔ)存，適合家庭、辦公室等場景，還能作為烘焙原料（如制作棗汁蛋糕、棗汁酸奶），拓展使用場景。



- 凍干棗汁粉，實(shí)現(xiàn)“即沖即飲”：采用凍干技術(shù)將棗汁制成粉末，保留棗的營養(yǎng)和風(fēng)味，遇水即可溶解。凍干棗汁粉體積小、重量輕，適合戶外、旅行等場景，且能避免液體飲料的運(yùn)輸不便問題。

-Freeze dried jujube juice powder, achieving "instant flushing and drinking": using freeze-drying technology to make jujube juice into powder, retaining the nutrition and flavor of jujube, and can dissolve in water. Freeze dried jujube juice powder has a small volume and light weight, suitable for outdoor, travel and other scenarios, and can avoid the inconvenience of transporting liquid beverages.

- 棗汁氣泡水，搶占“潮流賽道”：在棗汁中加入二氧化碳，打造“棗香氣泡水”。氣泡的清爽感能中和棗汁的甜膩，口感更活潑，適合年輕消費(fèi)者聚會(huì)、休閑等場景，且氣泡水的“低卡”屬性能吸引減脂人群。

-Jujube juice bubble water, seizing the "trend track": adding carbon dioxide to jujube juice to create "jujube aroma infused water". The refreshing sensation of bubbles can neutralize the sweetness and greasiness of jujube juice, making the taste more lively and suitable for young consumers to gather and relax. Moreover, the "low calorie" attribute of carbonated water can attract people who want to lose weight.

六、場景創(chuàng)新：從“日常飲用”到“精準(zhǔn)適配”

6、 Scenario Innovation: From "Daily Drinking" to "Precise Adaptation"

結(jié)合不同消費(fèi)場景的需求，開發(fā)針對性配方，讓棗汁飲料“無處不在”。

Develop targeted formulas based on the needs of different consumer scenarios to make jujube juice drinks "ubiquitous".

- 早餐場景：棗汁+谷物代餐：將棗汁與燕麥、玉米片等谷物混合，制成“棗汁谷物杯”，開杯即食，方便快捷，滿足上班族、學(xué)生黨“營養(yǎng)早餐”的需求。

-Breakfast scene: Jujube juice+grain meal replacement: Mix jujube juice with oats, corn flakes and other grains to make a "jujube juice grain cup", open the cup and eat it immediately, convenient and fast, meeting the needs of office workers and student party for a "nutritious breakfast".

- 運(yùn)動(dòng)場景：棗汁電解質(zhì)飲料：在棗汁中添加鈉、鉀、鎂等電解質(zhì)，以及少量葡萄糖，打造“天然運(yùn)動(dòng)飲料”。棗汁提供能量，電解質(zhì)補(bǔ)充運(yùn)動(dòng)流失的水分和礦物質(zhì)，適合健身、跑步等運(yùn)動(dòng)后飲用。

-Sports Scene: Jujube Juice Electrolyte Beverage: Adding electrolytes such as sodium, potassium, magnesium, and a small amount of glucose to jujube juice to create a "natural sports drink". Jujube juice provides energy and electrolytes to replenish water and minerals lost during exercise, making it suitable for post workout consumption such as fitness and running.

- 睡眠場景：棗汁+助眠成分：添加酸棗仁提取物、γ-氨基丁酸（GABA）等助眠成分，開發(fā)“睡前棗汁飲”。酸棗仁本身具有安神助眠的功效，與紅棗搭配口感溫和，適合失眠人群睡前飲用，主打“天然助眠不依賴”。



總結(jié)：配方創(chuàng)新是棗汁飲料的破局關(guān)鍵

Summary: Formula innovation is the key to breaking the deadlock of jujube juice drinks

棗汁飲料的配方創(chuàng)新并非天馬行空，而是要基于市場需求、原料特性、工藝可行性三大核心。從原料端的地域特色、營養(yǎng)疊加，到功能端的健康強(qiáng)化，再到口味、形態(tài)、場景的多元拓展，每一個(gè)方向都能為產(chǎn)品注入新的生命力。