Development Status and Market Prospect Forecast of China's Functional Beverage Industry in 2018


Development of Functional Beverage Industry in China in 1.
 
my country mainly started the industrial production of functional beverages in the 1980 s. It originated from the carbonated sports beverages produced by Jianlibao Company. Later, it was continuously promoted with the injection of Red Bull and other brands. Especially after the 21st century, functional The types of beverages have increased and the scale has expanded. The related additives and nutrients are more diverse. Most sports beverages are mainly supplemented with electrolytes and vitamins, additives are sodium chloride, glucose, B vitamins, taurine, etc., with a variety of functions.
 
In recent years, China's functional beverage industry has maintained rapid development. By the end of 2017, the market size of China's functional beverage industry has reached 41.52 billion billion yuan, an increase of 10.6 percent over the same period last year. Specific as follows:
 
From 2013 to 2017, the annual compound growth rate of China's functional beverage industry was about 11.06. In 2013, the output of functional beverages in China was 10.655 billion liters, and in 2017, the output of functional beverages in China reached 16.214 billion liters. It is estimated that in 2018, China's functional beverage production will reach 19.075 billion liters.
 
With the change of people's consumption concept, functional beverages are becoming more and more popular in the market. In recent years, they have maintained a steady growth trend, and their market share has gradually increased. They are one of the fastest growing sub-sectors in the beverage market. The sales volume of China's functional beverage industry reached 8.26 billion liters in 2013 and increased to 13.29 billion liters in 2017.
 
Analysis on the competition pattern of functional beverage in China in 2.
 
At present, the enterprises that produce functional beverages are mainly large enterprises of group nature, but the number of small enterprises is relatively small. The main domestic suppliers are: Hua Bin Group, Wahaha, Jianlibao, Nongfu Spring and other companies. Small enterprises mainly to the local market as the main sales area, its market share is relatively small.
 
China's functional beverage industry enterprises are highly concentrated, the scale of head enterprises is much higher than that of small and medium-sized enterprises, according to its main business income, the number of enterprises with income of more than 100 million yuan accounted for 8.92.
 
The functional beverage market in China is mainly private enterprises and foreign subsidiaries or branches in China, and the market share of state-owned enterprises is relatively small.
 
According to the sales of domestic functional beverage industry enterprises, Red Bull, Jianlibao, Dali Group and Dongpeng Special Drink are the main leading enterprises in the functional beverage industry, with market shares of 29%, 16%, 10% and 10% respectively.
 
3. Analysis of Functional Beverage Market Segments in China
 
1. Polysaccharide beverages mostly refer to beverages containing dietary fiber, which can regulate the intestines and stomach. Generally drink before or after meals, can help digestion, eliminate toxins in the body. Constipation people long-term drinking, can slowly adjust the intestinal, relieve and treat constipation. The representative brand has screamed.
 
2, vitamin drinks can supplement the body needs a variety of nutrients. In addition to supplementing the vitamins needed by the human body, the antioxidant ingredients in vitamin drinks can also remove the garbage in the body and play an anti-aging role. These drinks are suitable for everyone. However, vitamin drinks are generally drinks with high sugar content, which are not recommended for people with diabetes and other people. For example, Red Bull is a representative of canned functional drinks, which can start vitamin supplementation and refreshing effect, but the caffeine contained is not suitable for minors. Bottled Yingfei power drinks do not contain caffeine, but it is not recommended for minors. Representative brands include Red Bull and Dongpeng Special Drinks.
 
3. Mineral drinks have similar functions as vitamin drinks. They are used to supplement various mineral elements such as iron, zinc, and calcium needed by the human body, enhance human immune function and physical fitness, improve osteoporosis, and effectively resist fatigue. Suitable for adults who are prone to fatigue, not for children. The representative brand has Nongfu Mountain Spring Power Emperor Vitamin Water.
 
4. Sports drinks are soft drinks whose nutrient composition and content can adapt to the physiological characteristics and special nutritional needs of athletes or people participating in physical exercise. Sports drinks are special functional drinks with specific functions, which can make athletes or sports personnel quickly add water and a variety of nutritional elements after drinking. Can reduce consumption, restore vitality. Most of them contain a lot of proteins, peptides and amino acids that are beneficial to the human body, which can replenish the water and electrolytes (salt) lost by the human body due to a lot of exercise and labor sweating, so that the body fluids can reach a balanced state. Suitable for all kinds of people after physical exertion, not suitable for children, patients with high blood pressure with caution. On behalf of the brand has a pulse.
 
5. Probiotic drinks can promote the growth of beneficial bacteria in the human intestines and stomach, improve intestinal function, help digestion and beauty, especially suitable for the elderly and people with indigestion. On behalf of the brand has a day full.
 
6, immune functional drinks, such as added cordyceps polysaccharide, mushroom polysaccharide, amino acids and peptides of the beverage. Most of Cordyceps polysaccharide components are composed of mannose, galactose, glucose and so on. A large number of pharmacological experiments show that Cordyceps polysaccharide has anti-tumor, enhance the phagocytic ability of mononuclear macrophages, improve the content of = 8> in mouse serum, promote lymphocyte transformation in vitro and resist radiation. Lentinan has the functions of immune regulation, anti-tumor, anti-infection, enhancing the body's detoxification ability, reducing blood fat, anti-aging, anti-virus and so on. On behalf of the brand strong health care.
 
7. Low-energy drinks refer to drinks that contain less calories, fat and sugar than other functional drinks, especially those that are lower than those that supplement physical energy, and are suitable for obese people. Low-energy drinks are very suitable for the Chinese people to drink, because the proportion of sub-health among the Chinese people is relatively serious, 2012 the total proportion of sub-health population in the world has reached 75%. One of the reasons for sub-health is precisely because we usually eat high-energy food. In particular, many special groups (such as the elderly, children, patients or people with high physical energy consumption, etc.) eat more food in order to take in nutrition, resulting in sub-health problems such as obesity. Drinking low-energy functional drinks can supplement the nutrition needed by our body. You can drink ammonia source amino acid solid functional drinks. Amino acid is the basic unit of protein and can help the human body provide nutrition. Drinking ammonia source amino acid drinks will not only cause sub-health problems, instead, it can supplement the body's nutrients and enhance resistance.
 
Analysis on the Problems of Functional Beverage Industry in China in 4.
 
1, functional beverage customer base is narrow.
 
Compared with carbonated drinks, fruit juice drinks, tea drinks and bottled water, functional drinks are not suitable for all people to drink because they add certain functional factors to specific customer needs. For example, sports functional drinks are mainly used to maintain the electrolyte balance of the human body, and are not suitable for children, middle-aged and elderly people to drink. Even adults who are not exercising will have certain health risks; energy functional drinks mostly contain caffeine and other factors that stimulate the central nervous system, which are not suitable for teenagers to drink. The concept that functional drinks are not "mass drinks" has been issued by the Consumer Association for consumption warning: children, the elderly and those suffering from high blood pressure and heart disease, drink functional drinks with caution.
 
2, functional beverage market product homogenization is serious.
 
After nearly 20 years of development, many brands of functional drinks have emerged, such as Red Bull in energy drinks, Jiaduobao and Heqizheng in herbal tea, and vitamin drinks represented by Wahaha's "activation", Le Baishi's "pulsation" and Nongfu Spring's "water-soluble C 100". However, in terms of overall E, there is a lack of obvious differentiation among products, market share is still concentrated in energy drinks, vitamin sports drinks, herbal tea drinks in three categories of competition. Consumers in such as health, sewing and other aspects of the functional needs are still not met.
 
3, the local brand construction is not perfect.
 
A considerable number of enterprises in the industry have short-sighted behaviors and have no ends. They expect to recover their costs in two to three years. The spread of SARS in 2003 gave birth to the rise of the functional beverage market. At that time, all kinds of products were bombarded by advertisements. Although it deepened consumers' understanding and purchase of functional beverages to a certain extent, Pulse also achieved 0.7 billion sales performance and activation performance of more than 0.3 billion. However, since 2005, the functional beverage market of similar brands has appeared in a weak period, and some brands have to fade out of the market. The final result can only create a sense of mistrust for consumers, leading to consumer rejection of this type of product. It is not conducive to its future development and growth.
 
Suggestions on 5. Development of Functional Beverage Industry in China
 
Develop industry standards to promote the healthy development of functional beverages.
 
At present, the functional beverage needs to be solved urgently is its standard. Therefore, strengthening the regulatory legislation of functional beverage and promulgating the corresponding market access and quality management certification standards in time are the basis for promoting the healthy development of the functional beverage market. At the same time, it is necessary to further clarify the boundary between functional beverages in health food and special nutritional food, and give the regulatory authorities the functional responsibilities of comprehensive supervision of functional beverage research and development, registration approval, advertising and publicity, etc.
 
2. Strengthen publicity and education to enhance consumer awareness.
 
With the help of TV stations, newspapers, the Internet and other carriers, vigorously promote the scope of application of functional beverages, and focus on the publicity and education of functional beverage safety knowledge to consumers. At the same time, by issuing consumer warnings, publicizing typical cases, and organizing special lectures, we should strengthen the education of consumer consumption laws and regulations, consumption concepts, and consumption knowledge, and guide consumers to calmly face "temptation." strengthen consumers' awareness of scientific consumption, rational consumption and consumer rights protection, so that consumers can really open their eyes and spend clearly.
 
3. Strengthen administrative guidance and guide businesses to enhance their sense of responsibility.
 
In the daily supervision work, the industrial and commercial departments at all levels must pay attention to strengthening the publicity and policy guidance of laws and regulations for businesses, urge businesses to clarify their responsibilities, enhance self-discipline awareness, standardize advertising behavior, and ensure that the content involved in their advertisements is true and legal, so that the introduction, description, commercial rendering and evaluation of products in advertisements conform to the provisions of laws and regulations, to create conditions for protecting the legitimate rights and interests of consumers and promoting the healthy development of the functional beverage market.
 
4. Strengthen the self-discipline of the industry and improve the social responsibility of the media.
 
As the authenticity of media advertising will seriously affect consumers' confidence in the media and social credibility, it is suggested that the media should bear the responsibility of product quality complaints, and only by requiring the media to assume the responsibility of examining the authenticity of information and product quality problems, can media advertising examiners be forced to strictly control the quality. At the same time, establish an illegal exposure system for false advertisements in the media. According to the dynamics and trends of illegal advertisements, regular or irregular announcements will be made to remind consumers to identify false and illegal advertisements. While promoting media self-discipline, consumers can also learn through the exposure system. Which companies have better product quality assurance.
 
5, increase monitoring efforts, strengthen monitoring and early warning and dynamic supervision.
 
The media with a large number of functional beverage advertisements, a wide range of dissemination, and great social influence are the focus of monitoring, and according to the actual situation and regulatory needs, tracking and monitoring of key areas, some media, and case advertisements are implemented. Adhere to the combination of centralized monitoring and daily monitoring, expand the coverage of functional beverage advertising monitoring, realize the sharing of monitoring information, and timely report the signs and tendencies of monitoring and discovering advertisements that affect and endanger food safety to relevant departments.
 
Development of Functional Beverage Industry in China in 1.
 
Our country is mainly in the last century. 80 The era started the industrial production of functional beverages, which originated from the carbonated sports drinks produced by Jianlibao Company, and then continued to be promoted with the injection of brands such as Red Bull, especially in 21 After the century, the types of functional drinks increased and the scale expanded, and the related additives and nutrients became more diverse. The vast majority of sports drinks were mainly supplemented with electrolytes and vitamins, and the additives were sodium chloride, glucose,BVitamin, taurine, etc., with a variety of functions.
 
In recent years, China's functional beverage industry has maintained rapid development.2017At the end of the year, the market size of China's functional beverage industry has reached415.2Billion yuan, year-on-year growth10.6%. Specific as follows:
 
2013-2017During the year, the annual compound growth rate of output in China's functional beverage industry was about11.06%2013The output of functional beverages in China was106.55billion liters,2017China's functional beverage production reached.162.14Billion liters. Expected2018China's functional beverage production will reach190.75Billion liters.
 
With the change of people's consumption concept, functional beverages are becoming more and more popular in the market. In recent years, they have maintained a steady growth trend, and their market share has gradually increased. They are one of the fastest growing sub-sectors in the beverage market.2013China's functional beverage industry sales reached.82.60Billion litres,2017Annual growth132.9Billion liters.
 
Analysis on the competition pattern of functional beverage in China in 2.
 
At present, the enterprises that produce functional beverages are mainly large enterprises of group nature, but the number of small enterprises is relatively small. The main domestic suppliers are: Hua Bin Group, Wahaha, Jianlibao, Nongfu Spring and other companies. Small enterprises mainly to the local market as the main sales area, its market share is relatively small.
 
China's functional beverage industry enterprises are highly concentrated, the scale of the head of enterprises is much higher than that of small and medium-sized enterprises, according to its main business income, the number of enterprises with income of more than 100 million yuan accounted.8.92%
 
The functional beverage market in China is mainly private enterprises and foreign subsidiaries or branches in China, and the market share of state-owned enterprises is relatively small.
 
According to the sales of domestic functional beverage industry enterprises, Red Bull, Jianlibao, Dali Group and Dongpeng Special Drink are the main leading enterprises in the functional beverage industry, and their market shares are respectively.29%,16%,10%,10%
 
3. Analysis of Functional Beverage Market Segments in China
 
1Polysaccharide beverages mostly refer to beverages containing dietary fiber, which can regulate the intestines and stomach. Generally drink before or after meals, can help digestion, eliminate toxins in the body. Constipation people long-term drinking, can slowly adjust the intestinal, relieve and treat constipation. The representative brand has screamed.
 
2Vitamin drinks can supplement the body needs a variety of nutrients. In addition to supplementing the vitamins needed by the human body, the antioxidant ingredients in vitamin drinks can also remove the garbage in the body and play an anti-aging role. These drinks are suitable for everyone. However, vitamin drinks are generally drinks with high sugar content, which are not recommended for people with diabetes and other people. For example, Red Bull is a representative of canned functional drinks, which can start vitamin supplementation and refreshing effect, but the caffeine contained is not suitable for minors. Bottled Yingfei power drinks do not contain caffeine, but it is not recommended for minors. Representative brands include Red Bull and Dongpeng Special Drinks.
 
3The function of mineral drinks is similar to that of vitamin drinks. It is used to supplement the iron, zinc, calcium and other mineral elements needed by the human body, enhance the immune function and physical quality of the human body, improve osteoporosis and effectively resist fatigue. Suitable for adults who are prone to fatigue, not for children. The representative brand has Nongfu Mountain Spring Power Emperor Vitamin Water.
 
4Sports drinks are soft drinks whose nutrient composition and content can adapt to the physiological characteristics and special nutritional needs of athletes or people participating in physical exercise. Sports drinks are special functional drinks with specific functions, which can make athletes or sports personnel quickly add water and a variety of nutritional elements after drinking. Can reduce consumption, restore vitality. Most of them contain a lot of proteins, peptides and amino acids that are beneficial to the human body, which can replenish the water and electrolytes (salt) lost by the human body due to a lot of exercise and labor sweating, so that the body fluids can reach a balanced state. Suitable for all kinds of people after physical exertion, not suitable for children, patients with high blood pressure with caution. On behalf of the brand has a pulse.
 
5Probiotic beverage can promote the growth of beneficial bacteria in human intestines and stomach, improve intestinal function, help digestion and beauty, especially suitable for the elderly and people with indigestion. On behalf of the brand has a day full.
 
6, immune functional drinks, such as added cordyceps polysaccharide, mushroom polysaccharide, amino acids and peptides of the beverage. Most of the cordyceps polysaccharide components are composed of mannose, galactose, glucose and so on. A large number of pharmacological experiments show that cordyceps polysaccharide has anti-tumor, enhance the phagocytic ability of mononuclear macrophages, improve=8>The content of lymphocyte transformation in vitro has the function of promoting and anti-radiation. Lentinan has the functions of immune regulation, anti-tumor, anti-infection, enhancing the body's detoxification ability, reducing blood fat, anti-aging, anti-virus and so on. On behalf of the brand strong health care.
 
7Low-energy drinks are those that contain less calories, fat and sugar than other functional drinks, especially those that are lower than those that supplement physical fitness, and are suitable for obese people. Low-energy drinks are very suitable for Chinese people to drink, because the proportion of sub-health in Chinese people is relatively serious,2012The total proportion of sub-health population in the world has reached75%One of the reasons for sub-health is precisely because we usually eat high-energy food. In particular, many special groups (such as the elderly, children, patients or people with high physical energy consumption, etc.) eat more food in order to take in nutrition, resulting in sub-health problems such as obesity. Drinking low-energy functional drinks can supplement the nutrition needed by our body. You can drink ammonia source amino acid solid functional drinks. Amino acid is the basic unit of protein and can help the human body provide nutrition. Drinking ammonia source amino acid drinks will not only cause sub-health problems, instead, it can supplement the body's nutrients and enhance resistance.
 
Analysis on the Problems of Functional Beverage Industry in China in 4.
 
1The functional beverage customer base is narrow.
 
Compared with carbonated drinks, fruit juice drinks, tea drinks and bottled water, functional drinks are not suitable for all people to drink because they add certain functional factors to specific customer needs. For example, sports functional drinks are mainly used to maintain the electrolyte balance of the human body, and are not suitable for children, middle-aged and elderly people to drink. Even adults who are not exercising will have certain health risks; energy functional drinks mostly contain caffeine and other factors that stimulate the central nervous system, which are not suitable for teenagers to drink. The concept that functional drinks are not "mass drinks" has been issued by the Consumer Association for consumption warning: children, the elderly and those suffering from high blood pressure and heart disease, drink functional drinks with caution.
 
2The homogenization of products in the functional beverage market is serious.
 
After nearly two decades of development, functional beverages have seen the emergence of many brands, such as Red Bull in energy drinks, Jiaduobao in herbal tea, and Heqzheng, as well as Wahaha's "activation", Le Baishi's "pulsation", Nongfu Spring's "water-soluble"C 100"For the representative of vitamin drinks, but from the overallEIn general, there is a lack of obvious differentiation between products, and the market share is still concentrated in the competition of energy drinks, vitamin sports drinks and herbal tea drinks. Consumers in such as health, sewing and other aspects of the functional needs are still not met.
 
3Local brand building is not perfect.
 
A significant number of companies in the industry are short-sighted and have no end to their business, expecting to recover their costs in two to three years,2003The spread of SARS in 2009 gave birth to the rise of the functional beverage market. At that time, all kinds of products were bombarded with advertisements showing their magic power. Although it deepened consumers' understanding and purchase of functional beverages to a certain extent, pulsation also gained7Billion of sales performance, activation also scored more3billion performance. But since2005Since the beginning of the year, the functional beverage market of similar brands has appeared in a weak period, and some brands have to fade out of the market. The final result can only create a feeling of distrust to consumers, leading to consumer rejection of this type of product, which is not conducive to its future development and growth.
 
Suggestions on 5. Development of Functional Beverage Industry in China
 
1Develop industry standards to promote the healthy development of functional beverages.
 
At present, the functional beverage needs to be solved urgently is its standard. Therefore, strengthening the regulatory legislation of functional beverage and promulgating the corresponding market access and quality management certification standards in time are the basis for promoting the healthy development of the functional beverage market. At the same time, it is necessary to further clarify the boundary between functional beverages in health food and special nutritional food, and give the regulatory authorities the functional responsibilities of comprehensive supervision of functional beverage research and development, registration approval, advertising and publicity, etc.
 
2Strengthen publicity and education to enhance consumer awareness.
 
With the help of TV stations, newspapers, the Internet and other carriers, vigorously promote the scope of application of functional beverages, and focus on the publicity and education of functional beverage safety knowledge to consumers. At the same time, by issuing consumer warnings, publicizing typical cases, and organizing special lectures, we should strengthen the education of consumer consumption laws and regulations, consumption concepts, and consumption knowledge, and guide consumers to calmly face "temptation." strengthen consumers' awareness of scientific consumption, rational consumption and consumer rights protection, so that consumers can really open their eyes and spend clearly.
 
3Strengthen administrative guidance and guide businesses to enhance their sense of responsibility.
 
In the daily supervision work, the industrial and commercial departments at all levels must pay attention to strengthening the publicity and policy guidance of laws and regulations for businesses, urge businesses to clarify their responsibilities, enhance self-discipline awareness, standardize advertising behavior, and ensure that the content involved in their advertisements is true and legal, so that the introduction, description, commercial rendering and evaluation of products in advertisements conform to the provisions of laws and regulations, to create conditions for protecting the legitimate rights and interests of consumers and promoting the healthy development of the functional beverage market.
 
4Strengthen industry self-discipline, improve the media's sense of social responsibility.
 
As the authenticity of media advertising will seriously affect consumers' confidence in the media and social credibility, it is suggested that the media should bear the responsibility of product quality complaints, and only by requiring the media to assume the responsibility of examining the authenticity of information and product quality problems, can media advertising examiners be forced to strictly control the quality. At the same time, establish an illegal exposure system for false advertisements in the media. According to the dynamics and trends of illegal advertisements, regular or irregular announcements will be made to remind consumers to identify false and illegal advertisements. While promoting media self-discipline, consumers can also learn through the exposure system. Which companies have better product quality assurance.
 
5Increase monitoring efforts, strengthen monitoring and early warning and dynamic supervision.
 
The media with a large number of functional beverage advertisements, a wide range of dissemination, and great social influence are the focus of monitoring, and according to the actual situation and regulatory needs, tracking and monitoring of key areas, some media, and case advertisements are implemented. Adhere to the combination of centralized monitoring and daily monitoring, expand the coverage of functional beverage advertising monitoring, realize the sharing of monitoring information, and timely report the signs and tendencies of monitoring and discovering advertisements that affect and endanger food safety to relevant departments.
[Exhibition Information Recommendation Details]]
Show keywords:
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.
 
Key words: medicine and Health Products Exhibition Health Nutrition Exhibition Health Products Exhibition Pazhou Health Products Exhibition Guangzhou Food Exhibition Guangzhou Health Products Exhibition Guangzhou Food and Health Products Exhibition Health Products Exhibition Health Products Investment Agency Investment Agency Investment Agency Investment Agency Investment Agency Investment Agency Health Products Nutrition and Health Products Exhibition China Health and Nutrition Exhibition Guangzhou Health Products Exhibition Health Products Exhibition Health Products Exhibition Health Products Exhibition Health Products Exhibition Health Products Agency Investment Agency Guangzhou Health Products Exhibition Health Products Exhibition Health Products Exhibition Health Products Exhibition Health Products Exhibition Health Products Exhibition Investment Agency Investment Agency Guangzhou health Exhibition Guangzhou Pazhou Exhibition Guangzhou Health Products Agency Drug and Health Products Exhibition December Guangzhou Health Products Exhibition Guangzhou Health Products Exhibition Health Products Exhibition Health Products Exhibition December Guangzhou Health Products Exhibition Health Products Exhibition Health Products Exhibition Drug Fair Health Products Agency Exhibition NHNE China Health Industry Expo Drug Fair China Health Products Exhibition Guangzhou Drug Fair Drug Fair Health Products Exhibition China Health Products Exhibition