Market Trend and Innovation Direction of Health Beverage
Core tip: Euromonitor data show that in 2015, China's functional beverage market reached 60.6 billion billion yuan, up 15.16 percent year on year. From 2013 to 2017, the average annual growth rate of functional energy drinks reached 23.5. It is estimated that by 2020, the retail volume of functional drinks in China will reach 15.037 billion liters and the retail sales will reach 163.528 billion billion yuan. This paper discusses the market trend and innovation direction of health drinks with everyone.
Food partner network news, Euromonitor data show that in 2015, China's functional beverage market size reached 60.6 billion billion yuan, an increase of 15.16. From 2013 to 2017, the average annual growth rate of functional energy drinks reached 23.5. It is estimated that by 2020, the retail volume of functional drinks in China will reach 15.037 billion liters and the retail sales will reach 163.528 billion billion yuan. This paper discusses the market trend and innovation direction of health drinks with everyone.
Definition and classification
Beverages are defined in the national standard as products with an ethanol content (mass fraction) of no more than 0.5 percent for direct drinking or for brewing with water in a certain proportion. It can also be in the form of beverage puree or solid. Beverages are divided into packaged drinking water, fruit and vegetable juices and their beverages, protein beverages, carbonated beverages, special purpose beverages, flavor beverages, tea (class) beverages, coffee (class) beverages, plant beverages, solid beverages, and other types of beverages.
The health beverage (functional beverage) mentioned in this article refers to the beverage product that has obtained the approval of the health food registration.
Since 2004, CFDA has approved more than 70 health drinks, the main function is to relieve physical fatigue, in addition to a small amount of enhance immunity, relieve visual fatigue, clear the throat, chemical liver injury has auxiliary protection function. Nutrient raw materials are mainly vitamin amino acids and other compatibility, herbal raw materials are mainly ginseng, American ginseng, Rhodiola, Ganoderma lucidum, Dendrobium, berries (sea buckthorn, medlar, mulberry) and so on.
Euromonitor data show that in 2015, China's functional beverage market reached 60.6 billion billion yuan, an increase of 15.16. From 2013 to 2017, the average annual growth rate of functional energy drinks reached 23.5. It is estimated that by 2020, the retail volume of functional drinks in China will reach 15.037 billion liters and the retail sales will reach 163.528 billion billion yuan.
The results of the 2016 beverage industry satisfaction survey released by the China quality Association show that the concept of big health is the mainstream health trend in recent years, and consumers' preference for high-sugar and high-calorie beverages continues to decline. Health, personalization and functionalization are the mainstream needs of consumers in the future. Taste is still the most concerned by consumers. The main consumer group in today's society-"60 to 90 families" represents the main demand growth point of the future market. The post-60s, who pay attention to the concept of big health, focus on packaged water and tea drinks, while the post-90s, who like "new and strange", prefer functional drinks, packaged water and protein drinks. Protein drinks, including milk drinks and vegetable protein drinks, can provide a series of related functions such as brain tonic, calcium supplement, digestion promotion, sleep promotion and so on, which also makes the post-80s population with the greatest pressure in the society become the main fans of protein drinks.
Through the trend of the five heat indicators (cognitive heat, purchase heat, satisfaction, re-purchase heat, NPS net recommendation heat) of the "industry heat model", a macro judgment can be made on the development status and future trend of the industry: the heat model of functional beverages is in a state of continuous heating, and there is still room for improvement in cognitive heat; The heat model of fruit juice drinks is in a state of continuous cooling. The trend charts of packaged water, tea drinks and protein drinks are all W-shaped, and the development of these two sub-industries has entered a mature period. The NPS heat of protein drinks has obviously increased. It can be seen that they are in a long-term period. Excellent reputation can pull up the next round of cognitive heat. It is worth mentioning that carbonated drinks, the purchase heat and re-purchase heat are more than other types of drinks, but satisfaction and NPS heat have dropped instantly, indicating that consumers are drinking with relish while talking about the shortcomings of carbonated drinks.
According to BevNet.com, the carbonated soft drink category has been declining for 5 years, and natural drinks have driven 40% of the industry's sales growth. When it was determined that healthy beverages were the most desirable nutrient carriers, consumers surveyed shared the following preferences:
63% are looking for a good source of calcium;
61% are looking for drinks with good sources of fiber;
• 61% wish their drinks had reduced or lowered the sugar content;
60% of beverages are considered a good source of antioxidants;
57% of people want to drink drinks with increased protein;
• 55% buy drinks because they are a good source of omega -3; beer http://www.t
46% of customers are looking for drinks that contain probiotics.
Different institutions have different trends in beverage prediction, but natural, healthy, and based on this return to tradition, vegetarian, natural technology, reduce artificial addition is the overall trend. In addition, with the accelerated pace of life, convenience is also a very important purchase factor. Mintel publishes six global food and drink trends for 2017: trust tradition (consumers want comfort from old recipes, old tastes and old forms), plant power (consumers' preference for natural, simple and flexible vegetarian food will further promote the popularity of vegetarian, vegetarian and other plant-based formulas), don't waste (eliminating food waste is the focus of sustainable development), time is the key (the time investment required for products and meals is as important as nutrition and ingredient claims), eating at Night (Night is a new occasion for functional food and drink recipes to explore) seeks equality: health for all (healthy foods and drinks are not "luxuries"). Jenny Zegler, Global Food and Beverage Analyst at Mintel, concluded, "This year's global trend is based on consumer demand for healthy, convenient and trustworthy food and beverages. For manufacturers and retailers around the world, there will be greater opportunities for products that are highly recognized, time-saving and use functional fruits, vegetables and other plants. GlobalData newly released 2017 seven innovative trends in global ready-to-drink soft drinks, namely healthy hydration, intestinal health, adult, "cold" becoming a popular choice, salty and spice, added flavor, and plant energy, etc. According to industry forecasts, there are 8 major trends in the development of the beverage industry in 2017: plant water, plant protein beverages, naturally brewed tea and coffee, amino acid sports beverages, snack beverages, spicy beverages, Japanese matcha tea, and high-pressure beverages.
In September this year, Amway launched the world's best-selling functional beverage XS to the Chinese market. It is sugar-free, low-calorie, and more rich in B vitamins and ginseng. In terms of taste, cranberry grape taste and citrus taste will be the first major products of XS functional drinks.
At present, there are not many health beverage products approved, mainly vitamin sports functional drinks. Drink taste is still the most concerned by consumers. Natural, nutrition, health, convenience, environmental protection has become the mainstream consumer choice. Below from the function, raw materials, process form three aspects of analysis of the direction of innovation.
Functional innovation. The consumers of beverages are mainly young people, and the consumption scenes are mostly relaxation and energy supplement between sports and work. At present, relieving physical fatigue is the most common function in health drinks. The functional areas of health drinks to be developed are: in the current social environment of high work pressure and the popularity of electronic display products, it is suitable for office workers to improve memory and relieve visual fatigue. In addition, it is suitable for drinkers to have auxiliary protection function for chemical liver injury, suitable for women to remove acne, remove chloasma, improve skin moisture and other cosmetic functions, suitable for the promotion of digestive function of the meal scene, and suitable for the crowd to adjust the intestinal flora, enhance immunity, antioxidant, improve sleep and other functions.
Innovation in raw materials. At present, the raw materials of health drinks are mainly vitamin amino acids. Next, the raw materials worthy of attention are: skin health ingredients such as collagen, antioxidants from flowers and fruits, health-related ingredients such as lutein, zeaxanthin and anthocyanins, brain health ingredients such as DHA, phosphatidylserine, N-acetylneuraminic acid and cis-15-tetracosenoic acid, mood relaxation ingredients such as γ-aminobutyric acid, digestive tract health ingredients such as oligosaccharides, dietary fiber, probiotics and enzymes, curcumin, oligopeptides and other ingredients that also have the function of relieving alcoholism and relieving physical fatigue. Natural plants (such as Dendrobium, turmeric, mulberry, etc.), plant proteins (such as walnut protein, etc.), natural pigments (such as anthocyanins, curcumin, etc.), natural spices (such as roses, etc.). Accessories, sugar-substituting plant sweeteners steviol glycosides, oligosaccharides, sugar alcohols are also worthy of attention. There are stories of traditional and ethnic medicine and food homologous materials are also worth digging, herbal tea, honeysuckle dew, prickly pear juice, raspberry juice, sea buckthorn juice, medlar juice, chebula drink and so on.
Process form innovation. Avoid adding preservatives in high-pressure sterilization process, traditional brewing process, low-temperature process to avoid artificial addition and nutrient loss process is more popular. Enzymes, fruit vinegar and other traditional fermentation process of the preparation of the beverage because of its unique flavor and nutritional value is also increasingly favored. Generally speaking, we believe that herbal tea, flower dew, berry juice, plant protein, fermented beverages, etc. are all good health beverage innovation directions.
Health Beverage Design Tips
►►One of the core recommendations of the Dietary Guidelines for Chinese Residents (2016): less salt and less oil, sugar and alcohol control. It is recommended to control the intake of added sugar, not more than 50g per day, preferably less than 25g.
►►Nutrient supplements in health foods should not be consumed more than 30 ml per day, so drinks cannot be used as a form of nutrient supplement. But this does not affect us in the beverage to add nutrients fortifier.
►►Drink taste is still the most concerned by consumers. The development of health drinks requires special attention to taste optimization and characterization.
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The "China Health and Nutrition Expo" (NHNE), sponsored by Sinopharm Reed Exhibition, is the largest professional exhibition of health nutrition and health products in China. Through two exhibitions a year (spring Shanghai, autumn tour), it has gathered tens of thousands of state-approved honest suppliers of blue hat health food and many new products and international health products, providing excellent brand promotion and product channel expansion services for domestic and foreign enterprises.
The 8th China Health and Nutrition Expo will be held on December 4-6, 2018 at the China Import and Export Fair Exhibition Hall (Guangzhou). The exhibition area is expected to exceed 40,000 square meters, bringing together 1000 product suppliers and professional service providers in the field of health and nutrition, as well as 100000 honest distributors, agents and terminal purchasers. It has become the best platform for merchants to find new products, exchange and learn, and master market information.
On December 4-6, 2018, multi brands gathered, Guangzhou held the 18th China International Health Expo and 2018 China (Guangzhou) Health Festival, the 8th China Health and Nutrition Expo, 2018 China Health and Nutrition raw materials/packaging/equipment Exhibition, International Natural Food and Beverage Expo.