Health food formulations return to food form

In recent years, with the gradual improvement of people's health awareness, young people entering the workplace have gradually become the new force for purchasing health food, preferring ready-to-eat and snacking health food. Industry insiders said that the rapid growth of consumer demand for health food in food form and the development of health food in the direction of snacking have promoted the innovation of health food industry.

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01 Enrich the form of health food filing system

In recent years, the gel confectionery health food market is in a rapid growth stage. Nowadays, in addition to capsules, liquids and tablets, gel confectionery is also being favored by more manufacturers, covering DHA, lutein, probiotics, elderberry and other sub-categories.

In 2021, the State Administration of Market Supervision issued the "Health Food Product Filing Form and Technical Requirements (2021 Edition)" (hereinafter referred to as "filing form"), which formally included powder and gel candy into health food filing form, enriching the form of health food filing system. Gel confectionery for health food filing is the raw materials included in the health food raw materials catalog, and sugar or syrup or sweeteners, edible gum and other excipients, made by the relevant process with elasticity and chewability of the candy. As a kind of snacking health food with reference to the carriers of soft candy, gel candy products provide consumers with the convenient possibility of nourishing their health in multiple scenes and anytime and anywhere. A number of gel candy categories are included in the record dosage form, including vegetable gum, animal gum, starch, mixed gum, sandwich, coating, coating polishing type, etc., and the corresponding technical indicators (such as dry weight loss) are formulated according to the nature of different types. At present, priority is given to opening up the nutrient category as the available raw materials for gel confectionery, that is, at present, only vitamins and minerals that have been included in the raw material catalog can be used in gel confectionery form.

Industry insiders said that the food form of gel confectionery into the health food dosage form for the record, in the health food claims the function of the "coat" under the support, not only to meet the new generation of consumers keen on the trend, but also let the health care industry back to the food form of the healthy development of the road. This will be conducive to the development of products in a more diversified direction, bringing a stronger booster to the gel confectionery market and injecting new vitality.

Wu Chongming, a researcher of Tianjin University of Traditional Chinese Medicine, said that in recent years, the consumer demand for health food in food form has grown rapidly, including products such as wine, tea, milk and vinegar, which meet the diversified needs of consumers. At the same time, the development of health food in the direction of snacking, including products such as soft candy, has promoted the innovation of health food industry. In the future, health food in food form will still be one of the main directions of industry development.

02 Health food in the form of snacks is highly favored

The report "The Development Trend of Health Food Industry from the Perspective of Consumer Demand" shows that nearly 80% of all health food consumers belong to the high-income group, and they have a higher recognition of health food. In addition, health food has a wider audience in first- and second-tier cities and new first-tier cities, and consumers in these cities are more aware of health and wellness.

The report of Speedway Research Institute shows that the post-90s account for 25.01% of the consumers who buy health food, becoming the main consumer group, and health food rich in dietary fiber, Grape Seed Extract and collagen are favored by them. The 2017-2022 China Health and Wellness Industry Market Development Status and Investment Prospect Forecast Report shows that young people aged 18-35 account for 83.7% of the user group of China's health and wellness market.

Young people have become the absolute main force of the health food market, and in order to meet the preferences of young consumers, health food is gradually developing in the direction of snacking.

Aiming at the development trend of health food snacking, various kinds of nutritional products such as soft candy and jelly that supplement vitamins, help improve immunity and promote sleep have already appeared on the market, and brands including Amway, Bao Bao and Infinity have been laid out in this field.

"These kinds of 'snacking' products are much tastier and can also reduce my psychological burden to a certain extent." A consumer said.

Young consumers buy health food, and older consumers are essentially different. Through the survey found that young consumers supplement Vitamin C, not to buy a bottle of pills, but to buy fruit-flavored multi-dimensional soft candy, in the form of eating soft candy and jelly, the necessary Dietary supplements for themselves. The health food in the form of snacks such as soft candy and jelly has become the fastest growing health food form on Tmall in recent years. Tmall International data show that the consumption of imported health food represented by health food for sleep has maintained high growth for two consecutive years. Among them, the sales and sales pieces of health food in the form of soft candy and jelly have increased by 377% and 352% respectively.

03 from the use of raw materials to create differentiated products

For the gel candy can be used in the form of vitamins, minerals, raw materials market development prospects, industry sources said that vitamins, minerals as the human body's basic nutrients, is a universal consumer awareness of raw materials, and soft candy with a sense of closeness, sense of leisure product form is very compatible, the market development prospects are very broad, consumers are also happy to accept. Different vitamins and minerals have different physiological effects, which helps to create differentiated products.

As a kind of snacking health food with reference to gummy carriers, gel candy products provide consumers with the convenient possibility of nourishing their health in multiple scenes and anytime and anywhere. In the "fat reduction" "health" and other new consumer wave, young people's health awareness is getting stronger and stronger, traditional food is difficult to meet their requirements, so more and more people will choose ready-to-eat, snacking health food.

Industry insiders said that China's traditional nutritional health food dosage forms are mainly tablets, capsules and other dosage forms, while in developed markets such as Europe, America and Japan, the product forms are more diversified. In the context of popularization and youthfulness of health food consumers, health food in food form will be more favored by consumers and is one of the main directions of industry development. At the same time, the food form of health food is also conducive to the formation of habitual consumption of consumers, which will gradually become part of their daily life and promote the long-term sustainable development of the health food market.

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,beverages and other business services.

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2022-11-18

Shaanxi Huike Botanical Development Co., Ltd.