In recent years, with the improvement of the living standards of the Chinese people, people's concept of life has also begun to shift from material survival issues to quality of life issues. 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 overall mental well-being of the external state and the strong resistance of the internal immune system. People's understanding of health regulation is no longer limited to medicine and health products, but extends to functional and nutritious foods and beverages. Functional and nutritious food and drinks are more convenient and easily accessible, more integrated into all aspects of life, and suitable for daily scenarios. For example, fitness enthusiasts prefer to drink energy drinks to replenish energy during exercise, mental workers prefer to drink drinks that improve memory and stabilize emotions during work and study, while weight loss enthusiasts prefer substitute or defecation promoting food and drinks. 01 Return to natural immunity first
In the past decade, there have been over 600000 types of food and beverages claimed to be natural ingredients. The functional beverage market is closely related to outdoor sports. In 2020, due to the impact of the epidemic 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 COVID-19, the "black swan" event, had a dramatic impact on the life of all mankind, and external uncertainties increased. The post pandemic era continues to spread, and the call for "returning to nature and a healthy diet" has once been high, and the desire for health is unprecedented. 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, and antioxidant properties. It 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 global beverage innovation, the combination of turmeric extract with vitamins, probiotics, ginger and other nutritional components is emerging. Curcumin, as a natural nutritional ingredient, has shown a clear trend. From 2016 to May 2021, there were as many as 542 curcumin beverages that were claimed to be functional and nutritious, and have been on the rise year by year. 02 Beverage innovation keeps up with trends
Emotional Management Direction
The global COVID-19 has made 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. Immune acquisition direction
According to a survey report of 3000 internet users aged 18-49 conducted by Yingminte in May 2020, 70% of users would be interested in trying functional drinks due to claims of fatigue relief, and 56% of users would be interested in trying functional drinks due to claims of increased immunity.
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 the past two 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. Taste 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. 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.
