Global Status of Natural Health Beverages

01 Growth Category: Natural Mineral Water
Natural Healthy (NH) mineral water has the advantages of being suitable for a variety of drinking occasions, excellent hydration, and because consumers are concerned about the sugar content and artificial ingredients in sports and energy drinks, it is also used as a hydration substitute during and after exercise. In fact, every natural mineral water brand has specific and identifiable resources from which brand owners can shape the marketing story to build trust and traceability for the product. This approach fully caters to consumers' demands for authenticity, traceability and transparency. Natural springs that do not contain gas are also expected to grow rapidly, a trend that is likely to prompt manufacturers to look for new natural sources. Wonderful Fiji water has a unique clean taste, purity and country of origin (product identification).
02 Development Opportunities of Drinking Water in China
The huge development opportunities for bottled water in China have attracted many market participants, and it is also one of the most diverse consumer markets. However, drinking water companies also face regulatory challenges. The new pricing system requires large users of water resources to pay higher extraction costs. In addition, there was no clear definition of the naming of different types of bottled water. As a result, manufacturers often label their brands with various "fancy/marketing-friendly" names. In May 2015, the National Health and Family Planning Commission of the People's Republic of China announced the updated "National Standard GB19298-2014 for Packaged Drinking Water". The new standard prevents companies selling other bottled water without gas from naming their products commercially, and clearly stipulates that bottled water can only be divided into two categories: natural mineral bottled water or other drinking water. This change puts natural springs (Euromonitor's definition) in an insignificant position.
As far as product naming is concerned, in order to meet the requirements of the new standard, the name of bottled drinking water products should be scientifically accurate. It is not allowed to name products with one or several ingredients, only water. Misleading practices using creative marketing descriptions for aquatic products will be regulated. This change puts pressure on manufacturers' marketing strategies, especially as they look to expand into functional water.
03 Competition with Fortified Water
Consumer demand for diversification is an opportunity and a challenge for manufacturers. Marketing companies need to make strategic decisions based on geographic regions in which they plan to develop natural health (NH) or enhanced/functional (FF) categories, or both complement each other. In other words, NH food and beverage brands sometimes compete with FF products. Danone's pulse (FF) and Evian (NH) in the Chinese market is such a relationship, pulse is a more powerful brand. For bottled water, Coca-Cola, through the international brand Kuleshi (Glaceau), is fully committed to the field of functional enhancement water, rather than natural healthy water. At the same time, Coca-Cola is once again promoting its sugar-free, fiber-reinforced soft drink Coca-Cola Plus in Japan, which competes with natural high-fiber beverages.
Probiotics are increasingly being used in packaged foods and beverages. Manufacturers need to determine which "unique selling proposition" (USP) to use to promote a new product and better match the target audience and market. This is true of KeVita Sparkling probiotic beverage (which was acquired by PepsiCo), which strives to successfully blend probiotic and natural claims.
04 The rise of mixed products
Coconut water and plant-derived water are natural and healthy blends that combine the properties of juice and water. This is becoming an important industry, and investors are coming in. Coconut water contains more potassium than bananas, no added sugar, no fat and cholesterol, and no preservatives; it is growing rapidly in several regions, such as the Middle East and Africa, which increased by 17% in 2016 alone. Today, further developments in processing and packaging technology allow the shelf life of coconut water to be extended. Along with the influx of pioneer brands, there has been a flood of publicity positioning coconut water as a healthy alternative to fruit juices and sports drinks.
Brands such as Voco are rapidly expanding and occupying the world.
For any emerging field, the current state of dispersion enters a consolidation cycle. The pace of the merger is uncertain; but brands such as Vaco are rapidly expanding and taking over the world. Most coconut water manufacturers will continue to enter this market with the help of distributors they already work with, and that is unlikely to change in the near future.
05 tea drinks show a positive trend
It is estimated that the net growth of natural healthy hot tea will reach about $3.5 billion between 2016 and 2021, mainly due to growth in China, India, Canada, the United Kingdom and Germany. China alone will contribute $1.6 billion billion in absolute growth over this period. Even in coffee-drinking countries, the consumption of tea drinks is increasing. In stark contrast is the decline of low-calorie cola and conventional cola brands.
Natural healthy ready-to-drink tea is more commercialized than the hot tea category, and China and India have always had a large number of unpackaged teas. The sales of individual ready-to-drink tea brands far exceed the sales of natural healthy hot tea. Ready-to-drink green tea will be a growth driver in the ready-to-drink tea segment due to its well-known health benefits and the improved taste and flavor of green tea. Honey is added to green tea to give it a pleasant flavor.
Chinese and Japanese brands have always taken the lead. Sales of Lipton hot tea are 64% higher than its ready-to-drink varieties, mainly because Lipton hot drinks are found everywhere around the world, while Lipton tea is an obscure brand in major ready-to-drink tea markets such as China, Japan and Indonesia.
06 Commercialization of Traditional Chinese Medicine
Globalization has brought more opportunities for different cultures to exchange, and various traditional habits, foods and beverages collide with each other. Traditional herbs, beliefs, health concepts and treatments from China, India and Spain are gradually gaining popularity in Western countries. In this context, the food and beverages associated with these cultures are gradually being accepted.
Traditional preparation methods of traditional Chinese medicine (TCM) are time-consuming, so with the modern methods and commercialization of TCM, products can be convenient and portable while maintaining efficacy.
07 Recovery of Juice
Given that sugar taxes are or are likely to be levied in many markets, reducing the sugar content of drinks has become a necessary task for companies in the industry. Mixing again, choosing organic, clean label and HPP (autoclaving) are all strategies to revive the juice.
Overall, natural healthy juices in major developed markets have shown slow growth or decline due to concerns about sugar content and market maturity. Competition from other healthy drinks, as well as consumer expectations for product diversification, is also putting pressure on juices. However, superfruits have always made their way in different product categories, such as 100 per cent juices, juice drinks and concentrated juices. The superfruit juice concentrate segment in the United States will show strong growth, while the United Kingdom and China will see growth in the superfruit 100 per cent juice segment. The continued development of coconut water and other plant-derived water, as well as ready-to-drink tea, has somewhat deterred consumers' attention to natural juices. Manufacturers are looking for new blended products and new technologies, such as HPP juices, to attract and retain the attention of juice consumers. As the idea of "drinkable salad" spread in the United States and the United Kingdom, vegetables were increasingly mixed with fruit juice to reduce the sugar content of a brand in general. The emergence of protein and organic beverages, coupled with marketing strategies such as clean labels, has also boosted the competition in the field of natural health.
08 Organic Juice: A Pass to the "Super Natural"
In most markets, organic juices are regarded as particularly high-quality and natural juices. Global retail sales of commercially packaged organic juices reached approximately $2 billion billion in 2016; of course, sales were concentrated in developed countries. North America accounted for the highest share of sales, accounting for half of global sales. It is predicted that Russia, Brazil and India will also develop rapidly in the next few years, while sales in the Chinese market will remain sluggish. Given the healthy positioning of organic food and beverages, and the importance of organic farming as a sustainable agricultural model, there are opportunities for organic juices in terms of both quantity and value in the long run. General Mills has recently invested in expanding its own organic sources.
09 Summary
However, heavily regulated and underfunded organic farming models in some countries limit the large-scale production of organic fruits and vegetables. The European Union has its own organic labeling regulations and certification, while other countries have their own regulations. Therefore, it is difficult to promote a brand with organic certification label on a global scale.
The ancient wisdom of traditional Chinese medicine provides opportunities for manufacturers to develop, because plant materials perfectly fit the concept of "natural. Large corporations spend a lot of money on coconut water, and its popularity will continue. Organic juice is also expanding rapidly, but the cost of certification and the transition to organic farming may limit its growth.
Natural healthy mineral waters are regulated products in most countries, and the application process for such labels is a time-consuming process and difficult to obtain approval. Some traditional Chinese herbal medicines are difficult for Western audiences to swallow, and it takes time to cultivate the consumer groups of the products. Organic certification and cultivation are worthy of attention, but making it scalable and economically sustainable remains a challenge.
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Health products, nutrition products, special medical formula food, Guangzhou health products exhibition, Guangzhou food exhibition, probiotic products, organic food, children's nutrition, maternal and child health food
Exhibition introduction:
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.
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