The younger generation is a driving force in health food consumption, but their needs are quite different from those of traditional consumers. The key to capturing them lies in "*innovation" and "group resonance".

In terms of product innovation, it is necessary to achieve "functionalization, snack-like form, and socialization of appearance value". Young people reject generic products that can be used for everything, and they need targeted solutions for specific scenarios. For example, developing a "bedtime soothing soft candy" containing GABA and tea theanine, focusing on relaxation; a "party liver-protection soft candy" containing turmeric and milk thistle, targeting drinking and socializing scenarios; and a "post-workout recovery granule" that quickly replenishes electrolytes and BCAAs. At the same time, the product form must be convenient and delicious, such as soft candy, portable stick granules, etc., seamlessly integrating into their fast-paced lives. The packaging design should be highly aesthetic, suitable for "checking in" and sharing on social media platforms such as Xiaohongshu and Tiktok, with the product itself becoming social currency.

In marketing communication, it is necessary to "penetrate into the community, engage in sincere dialogue, and co-create value." Blunt advertising is ineffective for them. Your company needs to delve into platforms such as Bilibili, Xiaohongshu, and Tiktok where they gather, but not to advertise. Instead, become one of them. Engage in in-depth content cooperation with KOLs in vertical fields (such as fitness bloggers, nutritionists, and traditional Chinese culture enthusiasts), providing valuable information through professional ingredient analysis, authentic usage vlogs, interesting science popularization animations, and other forms. More importantly, learn to "play with memes," communicate in their language system, actively collect user feedback, and even invite loyal users to participate in voting for new flavors and packaging, achieving "co-creation of value" between the brand and users. Through this sincere, friend-like interaction, young consumers can establish deep emotional identification and loyalty to the brand.