Health is an eternal topic for humanity. In recent years, with the improvement of Chinese living standards, people's concept of life has also begun to shift from a material survival issue to a quality of life issue. As a prerequisite for all pursuits, the topic of "health" has also been re examined and defined. This dimension of "health" is no longer limited to not getting sick, but rather pursuing a higher level of health, which includes both the external overall state of "mental well-being" and the internal immune system's "strong resistance". People's understanding of health regulation is no longer limited to medicine and health products, but extends to functional and nutritious foods and beverages. Because they are more convenient and easily obtainable, more integrated into all aspects of life, and more suitable for daily scenarios, for example, fitness enthusiasts prefer to drink energy drinks to replenish energy during exercise, mental workers prefer to drink memory enhancing and emotional stabilizing drinks during work and study, while weight loss enthusiasts prefer substitute or defecation promoting food and drinks
01
Returning to natural immunity as the top priority
According to a global database search by Mintel, over 600000 foods and beverages have been claimed to contain natural ingredients in the past decade. The functional beverage market is closely related to outdoor sports. In 2020, due to the impact of the pandemic shutdown and reduced outdoor sports, the data slightly decreased. However, in the past decade, the new product data has basically maintained a "year-on-year growth" trend. At the beginning of 2020, the "Black Swan" event of the COVID-19 has caused a severe impact on the life of all mankind, and external uncertainty factors have increased. The post pandemic era continues to spread, and the call for humans to return to a natural and healthy diet has once been high, and the desire for immunity is unprecedented. According to a search comparison in the global database of Mintel, in the first quarter of 2021, functional foods and beverages claiming immune health increased by 27.6% in the same quarter of 2020 (with beverages accounting for 29.7%), with the largest increase in the top ten functional positioning. 02
Current Status of Gold Nutritional Beverages
The ingredients with immune benefits are not limited to trace elements that consumers are familiar with. Immune management products worldwide are starting to use natural nutrients. For example, in the ancient Ayurvedic medical system of India, turmeric is widely regarded as a comprehensive herb, which is actually due to its excellent ability to prevent inflammation and viral infections. Curcumin is the most important active ingredient in turmeric that plays a pharmacological role. Traditional Chinese medicine believes that turmeric can promote qi circulation, disperse wind, promote blood circulation, and relieve pain through meridians. Modern medicine has shown that curcumin also has special medical effects, mainly manifested as excellent anti-inflammatory, antiviral, antioxidant properties, and has functions such as protecting the liver, improving immunity, enhancing memory, and protecting cardiovascular and joint health. Mainly used in medical and health products, food and beverages, among which it is often used as a natural coloring agent and functional raw material in food and beverages. In fact, in the United States, Canada, and Europe, turmeric extract has become a relatively mature functional ingredient in the food and beverage industry: In 2018, curcumin supplements ranked fifth among popular Dietary supplements among American consumers; Listed as "Annual Global Focus on Food Ingredients and Formulas". In global beverage innovation, the combination of turmeric extract and other nutrients such as vitamins, probiotics, and ginger is emerging. For example, Buda juice maintains freshness through high-pressure processing technology, ensuring the effectiveness of ginger and turmeric root powder. Similarly, Liv ginger and turmeric root powder drinks mixed with fermented oats can enhance immunity and quickly boost spirits, making them suitable for busy consumer lifestyles. So Good So You's fruit juice drinks add probiotics, turmeric, ginger, cinnamon, and honey with a combination of plant herbs and probiotics, promoting immunity. Through the application of traditional health drink ingredients such as traditional Chinese medicine and Chinese medicine, it greatly caters to consumers' attention to the concept of dietary therapy and health preservation. Curcumin shows a clear trend as a natural nutritional ingredient: According to a global database search by Mintel, there were as many as 542 curcumin beverages marketed solely for their functionality and nutritional value from 2016 to May 2021, and they have been increasing year by year.
03
Beverage innovation keeps up with trends
Direction of emotion management: the global COVID-19 makes consumers realize that health is the most important thing. In the coming years, consumers will seek more products and services that are beneficial for psychological and emotional health. Functional formulas and emotionally appealing multisensory products will help food and beverage brands gain a greater share of psychological and emotional choices. Recently, in a research report published in the international journal Nature Communications, scientists from institutions such as the University of Queensland confirmed the association between depression and gastric ulcers by conducting the world's largest study on genetic factors of peptic ulcer disease. Curcumin's excellent anti-inflammatory properties play a positive role in the treatment of gastrointestinal ulcers, while probiotics have unique advantages in treating intestinal diseases, γ- Aminobutyric acid has a direct effect on improving sleep, stabilizing emotions, and promoting intestinal health. So curcumin+probiotics+ γ- The innovative combination of aminobutyric acid provides new choices for people to deal with emotional issues. Immunization acquisition direction: In a survey report based on 3000 Internet users aged 18-49 in May 2020, Mintel pointed out that 70% of users would be interested in trying functional drinks because of fatigue relief claims, and 56% of users would be interested in trying functional drinks because of improved immune claims. Curcumin, anthocyanins, phycocyanin, Ginseng Extract, and Dendrobium officinale are effective ingredients for enhancing immunity and relieving fatigue. In 2021, brands can leverage these ingredients to deliver the effects of relieving fatigue and improving immunity. Low sugar direction: Low sugar has been the hottest topic in the beverage industry in recent years, and young consumers are particularly concerned about sugar content and calories. 53% of consumers aged 18-24 (compared to 41% of consumers aged 40-49) will check their calorie content before making a purchase decision, while 51% will check their sugar content (compared to 44% of consumers aged 40-49). The main focus on energy intake is women aged 25-29; 18% of them will first check their calorie content. Products targeting young consumers will benefit from claims of "low/no/low sugar" or "low/no/low calorie". From the top ten varieties of extracts exported from 2014 to 2019, it can be seen that steviol glycosides have consistently ranked first. Steviol glycosides have become the most commonly used sweetener in new food and beverage products, second only to sucralose and acesulfame, due to their natural, high sweetness, low calorie, and healthy advantages. Therefore, it is considered to use the "cutting-edge" ingredient: steviol glycoside as a natural sweetener for turmeric beverages, which has huge market potential. Flavor selection direction: With the strong growth in consumption of sports and energy drinks in recent years, consumers are beginning to feel limited by the homogenized choices currently available in the market. 45% of consumers agree that the taste options for functional beverages on the market are limited. Influenced by the modern concept of "returning to nature and having a healthy diet", more and more consumers hope to return to the taste of natural food itself, and the application of fruit juice can bring rich taste and nutrition to beverages. According to innovation analyst Stefania Apostol at Mintel, 2021 is a year of innovation in concentrated fruit juice and beverages. According to retail sales, the size of China's juice beverage market in 2019 was 143.5 billion yuan. It is expected that the market size of fruit juice beverages will reach 149.9 billion yuan in 2021. Adding low concentration fruit juice to turmeric beverages not only enhances the natural fruity aroma, but also enhances the added value of nutritional benefits. The addition of various low concentration fruit juices not only enhances the taste of the beverage, but also increases the nutritional intake of consumers.
Shaanxi Huike Botanical Development Co., Ltd. a integrated enterprise which is focus on natural products, plant extract related products and services.We mainly focus on pharmaceutical, functional food, Freeze-dried powder,Natural Pigment,Homology of medicine and food,beverages and other business services.
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2024-04-25
Shaanxi Huike Botanical Development Co., Ltd.
