健康消费拐点下的立秋：挪瓦咖啡万店爆单，低负担咖啡成“秋一杯”新主角Liqiu at the turning point of healthy consumption: Novacoffee has sold out in thousands of stores, and low cost coffee has become the new protagonist of "autumn cup"

8月7日立秋，“秋天第一杯”再次成为年轻消费者的社交关键词。与早期一杯奶茶代表入秋不同，如今咖啡、果咖、茶饮等越来越多选择进入“秋一杯”清单。消费者既要一杯入秋的仪式感，也越来越关注热量、价格以及是否能即时购买。尤其明显的是，今年贴秋膘的日子，消费者的第一杯，选择不贴膘。

这种变化并非偶然。行业数据显示，2026年第二季度，线下饮料销售额同比下滑11.78%，其中碳酸饮料、含糖饮料跌幅均超过11%，而无糖即饮茶逆势增长16.1%，成为全行业唯一高增长的品类。

多项消费调查同样显示，近八成年轻人在购买饮料时会关注含糖量，超过六成会先翻看配料表。饮品行业的“去糖化”拐点已至，而“秋天的第一杯”，正在成为这个拐点在现制饮品上的一次集中验证。

挪瓦咖啡立秋当日的数据显示，以控糖版生椰拿铁为主的低糖、无糖咖啡，成为爆单主力。挪瓦全国门店杯量最高增幅达700%。超过30%的门店低糖类产品销量翻倍。天津、长春、北京、上海、绵阳位列消费热度城市TOP5。贴秋膘的日子，消费者的第一杯，选择不贴膘。

记者在广州的一家美宜佳挪瓦店中店看到，操作台旁密密麻麻贴满外卖订单小票，多个便利店员工分工制作咖啡、打包、门外等着不少等待取单的外卖骑手。员工表示，从7点多开门营业，咖啡订单就开始涌入，虽然事先已做了充分准备，当天还是不得不临时调集增援人手，才能满足用户需求。

爆单背后，是挪瓦近年来围绕年轻人日常饮品需求形成的一套差异化打法。产品端，从0脂拿铁、低卡生椰拿铁，到果咖、SOE美式等，挪瓦持续拓展低负担咖啡——在现制饮品里，这已经成为消费者的选择趋势。

价格端，挪瓦咖啡推出的3.9元活动进一步降低“秋一杯”的尝鲜门槛；渠道端，咖啡被嵌入便利店、零食店、网吧、酒店等高频生活场景，消费者上下班、买早餐甚至夜间进入便利店，都可以顺手带走一杯。

而在万店规模背后，挪瓦也通过标准化设备和数字化系统承接全国门店运营。早高峰的单杯通勤、午间办公室拼单、下午茶赠饮集中出现时，一套高效、标准化的出杯体系成为承接瞬时需求的重要基础。

从“秋天第一杯”到每天随手的一杯，健康、价格、品质和便利正在同时影响年轻人的选择。对挪瓦而言，一次立秋爆单所验证的，也不只是季节热点，更是一杯咖啡走进高频日常生活的可能。

On August 7th, the beginning of autumn, "the first cup of autumn" once again became a social keyword for young consumers. Unlike the early days when a cup of milk tea represented the beginning of autumn, nowadays more and more coffee, fruit coffee, tea drinks, and other options are being included in the "Autumn Cup" list. Consumers not only want a ceremonial feeling of autumn, but also increasingly pay attention to calories, prices, and whether they can make immediate purchases. It is particularly evident that on the day of autumn weight gain this year, consumers' first choice is not to gain weight.

This change is not accidental. Industry data shows that in the second quarter of 2026, offline beverage sales decreased by 11.78% year-on-year, with carbonated beverages and sugary drinks both experiencing a decline of over 11%, while sugar free ready to drink tea grew by 16.1% against the trend, becoming the only high growth category in the industry.

Multiple consumer surveys also show that nearly 80% of young people pay attention to sugar content when purchasing beverages, and over 60% will first check the ingredient list. The turning point of "de saccharification" in the beverage industry has arrived, and "the first cup of autumn" is becoming a concentrated verification of this turning point in freshly made beverages.

On the day of the beginning of autumn, data from Novacoffee showed that low sugar and sugar free coffee, mainly consisting of sugar controlled coconut latte, became the main selling force. The highest increase in cup volume in Norway's national stores reached 700%. More than 30% of stores have doubled their sales of low sugar products. Tianjin, Changchun, Beijing, Shanghai, and Mianyang are among the top 5 cities in terms of consumer heat. On the day of putting on autumn fat, consumers choose not to stick on their first cup.

The reporter saw at a Meiyijia Nuowa store in Guangzhou that the operating table was densely covered with delivery order receipts, and multiple convenience store employees were assigned to make coffee, pack, and wait outside the door for many delivery riders waiting to pick up orders. Employees stated that coffee orders began pouring in since the opening of the business at around 7 o'clock. Although sufficient preparations were made in advance, reinforcements had to be temporarily mobilized on the same day to meet user needs.

Behind the explosive orders is a differentiated strategy developed by Novartis in recent years around the daily beverage needs of young people. On the product side, from 0-fat latte, low calorie coconut latte, to fruit coffee, SOE American style, etc., Novas continues to expand its low burden coffee - which has become a consumer choice trend in freshly made beverages.

On the price side, the 3.9 yuan promotion launched by Novacoffee further lowers the threshold for tasting "Autumn Cup"; On the channel side, coffee is embedded in high-frequency life scenarios such as convenience stores, snack shops, internet cafes, and hotels. Consumers can easily take a cup with them when they go to work, buy breakfast, or even enter convenience stores at night.

Behind the scale of 10000 stores, Novartis also undertakes nationwide store operations through standardized equipment and digital systems. When single cup commuting during the morning rush hour, office order consolidation during lunchtime, and free afternoon tea drinks are concentrated, an efficient and standardized cup dispensing system becomes an important foundation for meeting instantaneous demand.

From the "first cup of autumn" to a daily cup, health, price, quality, and convenience are simultaneously influencing the choices of young people. For Novah, a single explosive order at the beginning of autumn not only confirms seasonal hotspots, but also the possibility of a cup of coffee entering high-frequency daily life.