Revelation of Japan's functional food market, who is the product for, why and where is it available?


文:Chiyuko Qiu,Foodaily
Source: Foodaily Daily Food Network (ID:foodaily)
 
As people pay more and more attention to health, the market of functional food is becoming more and more broad. For health functional food system is relatively perfect in Japan, how to develop its market, and what reference can it bring to the domestic market? To this end, the Foodaily Daily Food Network (ID: foodaily) has planned the Japanese functional food topic to bring you in-depth analysis.
 
In Japan, the packaging of food products is prohibited to indicate "efficacy. However, with the proliferation of "health food" that is easy to make consumers expect to produce efficacy in the market, the Ministry of Health, Labor and Welfare has formulated a new health function labeling and specification standard, which is called the health function food system.
 
The health functional food system divides the health foods that meet the national standards and regulations into "specific health foods", "nutritional functional foods" and "functional labeled foods". Among them:
 
Specific health food refers to the food whose packaging clearly indicates that the food has a specific health purpose. Such foods are subject to national reviews for effectiveness and safety.
 
Nutritional functional food is a kind of food for the purpose of supplementing specific nutrients.
 
The third type of functional labeling food is always required to provide scientific basis for food functionality. Before such products are sold, materials such as the basis for their safety and functionality must be submitted to the Director of the Consumer Department for approval.
 
 
This series of topics, Foodaily mainly from the functional labeling of food, analysis of the current situation of the Japanese health food market.
 
 
Reading points:
 
(1) For the Japanese market with relatively perfect health functional food system, what is the market size? What are the main types of functional food? What are the product functions that consumers are most concerned about?
 
(2) What are the main players in the Japanese functional labeled food market? What are the representative products for reference from these players?
 
(3) Analysis of the characteristics of brand and representative products:
 
9.3 billion yen, Grego Company, which has won the first place in the field of functional food, and its representative products BIFIX Bifidobacterium yogurt and LIBERA milk chocolate, how to successfully capture consumers from creative concepts to best-selling products;
 
Subdividing the needs of consumer groups, whether it is the accumulation of neutral fat and visceral fat caused by modern lifestyles, or the increasingly severe aging population, how can Asahi Group, Kobayashi Pharmaceutical, and Otsuka Pharmaceutical identify opportunities to expand their territory in the field of functional foods;
 
Deep cultivation of raw materials, excellence, Fangke, BSI, Kecuomei how to health ingredients, functional ingredients research and application to the extreme;
 
(4) Compared with the domestic market, Japan's functional food development strategy brings us what thinking? How can the segmentation and in-depth study of consumer groups achieve precise positioning and promote product innovation? What kind of market response will the high emphasis on scientific research bring? For beauty and traditional medicine and health products enterprises, what are the advantages and disadvantages in the field of cross-border functional food? How to make use of developed sales channels to make functional foods ubiquitous and readily available? How to make policies and regulations become the booster and patron saint of the healthy development of the market?
 
1 day the scale of this health function food continues to expand
 
With the improvement of the health care products market in Japan and the increasing attention of people to health year by year, the health care products market is also expanding at a high speed. According to Fuji Economic's market survey of Japan's domestic health functional foods (functional labeled foods, specific health foods, etc.), the Japanese health functional food market is expected to be 711.5 billion yen in 2018, an increase of 5.4 percent over the previous year. Among them, functional labeled food reached 197.5 billion yen, an increase of 15.1.
 
For functional labeling food, companies at all levels invested less in 2015 and launched fewer products. However, in 2016, it suddenly entered an active period. Companies have launched various products centered on beverages and used their health claims for marketing. They are particularly conspicuous in major stores and easily capture the hearts of many consumers. In terms of functional labeled food sales channels, hypermarkets account for about 30%, and the others are mainly CVS and more and more widely used communication and network marketing in recent years.
 
Product types of functional labeled foods are becoming more abundant.
 
On the other hand, the increase in product types of functional labeled foods is also a major reason for the expansion of the market. In 2016, with the considerable achievements of functional yogurt products, major companies dominated by health food companies have actively launched related products, and began to turn their eyes to chocolate and develop functional chocolate foods, which made the market increase by 3.7 times compared with the previous year. Reach 110.9 billion yen.
 
In 2017, with the continued boom in yogurt products, beverage companies such as Coca-Cola, Asahi and Suntley also launched functional soft drinks to improve the marketing of functional labeled foods, increasing the market by 54.7 to 171.6 billion yen compared with 2016.
 
By 2018, it is expected that the sales of raw materials, food, beverages, and health and nutritional supplements will further increase, and the market will increase by 15.1 year-on-year compared with the previous year.
 
Prevention of life diseases is the most important product function
 
In terms of product functions, the prevention of life diseases accounts for about 40%. In addition to the traditional weight loss products, the demand for lipid-lowering and sugar-lowering products closely related to health has been high, and such products are expected to continue to grow rapidly in the future. In addition, the proportion of products with laxative and intestinal effects is also very high, and such products have been launched in large numbers since 2017. Another point of concern is bone and joint health products, which are expected to sell 66 billion yuan in 2018, up 14.2 percent from last year. As Japan's aging population grows, the market for such products for the elderly is expanding year after year.
 
On the one hand, in 2017, Yano Research Institute also conducted a survey on consumers' concern for the functions of functional labeled foods. The results showed that the awareness of functional labeled food reached 70% for consumers over 30 years old. The top five product functional concerns are visceral fat countermeasures, neutral fat countermeasures, cholesterol countermeasures, the whole intestine, eliminate fatigue.
 
With the acceleration of aging in Japan and the busy work pressure of modern people and the fast pace of life, looking forward to the future market of functional labeling products, in addition to the weight loss products and the prevention of life diseases, which have always been at the top of the list, preventing cognitive disease to maintain brain health products (maintain memory) and improve busy modern people's tight life products (eliminate fatigue, sleep improvement, relieve stress, relax, enhance concentration) will become a major trend in the future.
 
2 major players in this functional labeling food market
 
Japan Health Industry Magazine recently released the 2017 Functional Labeling Food Market Survey Report, listing the top 15 products and brands by sales.
 
From this list, we can see that 15 products belong to 8 brands. Jiang Qigeligao, Kokuomei and Asahi Group are all leading companies in Japan's traditional food industry. FANCL and SBI are mainly engaged in daily cosmetic products and have frequently made efforts in the food and beverage industry in recent years. There are also Kobayashi Pharmaceuticals, Otsuka Pharmaceuticals and Dade Dorink (also known as Dydo) from pharmaceutical backgrounds.
 
In the next special series, Foodaily Daily Food Network (ID:foodaily) will analyze the business strategies of these 8 brands in the field of functional foods and the analysis of the characteristics of the products on the list one by one. We hope that through these major players and representative products, We can have a clearer understanding of the functional food and beverage market.
 
3 9.3 billion yuan, Gligao takes the lead in the field of functional labeled food
 
Greecao was founded on February 11, 1922. It started with the sale of nutritious candy "Glico". With the introduction of different types of products, the continuous growth of the market sector, and the increasing improvement of production technology, it has now become a world-famous food Giant company. Although today's Greeco has long been on its own and enjoys a pivotal position in the food field, the company does not forget its original intention and has always adhered to the corporate philosophy of "delicious and healthy" and continues to expand product categories. Today's Grigao products have long been not only simple candies and snacks, but also in the fields of special protection products, specialty products and hand gifts.
 
With the continuous development of science and technology and economic level, people's pursuit of health has increased year by year after satisfying food and clothing. However, in the past, while satisfying the functionality of products, they are often unable to take into account the taste quality at the same time, and it is difficult to achieve the needs of consumers to harvest delicious and healthy at the same time. Seizing this market opportunity and challenge, Gligao focuses on the development of health care products, and actively guards the taste enjoyment and health needs of consumers.
 
In the field of functional labeled foods, Grego topped the market with 9.3 billion yen. Until 2016, Gligao Company has applied for a total of 18 products for functional expression products, ranking second only in number to Toyo New Drugs. The functional raw materials include Bifidobacterium, GABA(γ-aminobutyric acid), indigestible dextrin, single glucose hesperidin, fish-derived low molecular collagen peptide and so on.
 
BIFIX Bifidobacterium Yogurt and LIBERA Milk Chocolate, two representative works of Grego Company, ranked first and seventh respectively in the 2017 Japan Functional Labeling Food Sales Ranking.
 
As early as the late 1990 s, people began to pay attention to the intestinal environment and gradually focused on yogurt products. In order to develop products with proven probiotic effects and trusted by consumers, Gligao established a lactic acid bacteria research group. At first, the lactic acid bacteria group had only 4 or 5 people. Compared with the research team of the leading lactic acid bacteria company, the scale was very small. With the theme of "the source of health, the relationship between intestinal bacteria and human beings", the research team tried to find out the bacteria that maintain the balance of intestinal bacteria and are most beneficial to human health among the hundreds to thousands of bacteria found in the human intestinal tract. The team focused its research on lactic acid bacteria, which were widely known as probiotics at that time, and collected nearly 8000 strains of lactic acid bacteria from plants, fruits, pickles, unsterilized milk, human intestinal tract, etc., and carried out repeated tests on gastric acid resistance and digestive juice reaction one by one, trying to find the strongest acid-resistant lactic acid bacteria.
 
However, as the research continued, the members found that lactic acid bacteria actually accounted for only 1% of the probiotics that maintain a well-balanced intestinal environment, while bifidobacteria accounted for 10%. This discovery led to a 180-degree shift in the direction of research-to bifidobacteria.
 
After several years of strain collection and testing, among about 10000 strains of lactic acid bacteria and bifidobacteria, the research team found acid-resistant bifidobacteria with strong resistance to gastric acid and digestive juice. In human experiments, the team members were pleasantly surprised to find that the number of bifidobacteria in excrement increased by more than 10 times compared with the bifidobacteria in food, proving that the bifidobacteria can not only reach the intestinal tract, but also reproduce in the intestine.
 
More experiments have shown that this bifidobacterium can ferment oligosaccharides and dietary fiber in large quantities to form short-chain fatty acids, which can improve constipation and obesity. Therefore, this bifidobacterium was screened and named "Bifidobacterium Bifix" (Bifidobacterium GCL2505 strain, Bifidobacteriumanimalis ssp. lactis GCL2505). In the name "BifiX", "Bifi" means "Bifidobacterium", and "X" means "expectation for the unknown and future".
 
With reliable research results, Grigor Company aims at irregular work and rest, high work pressure, insufficient exercise, obesity, constipation tendency, and middle-aged and elderly people. It put "Bifidobacterium Bifix" into product production, launched breakfast Bifix series products in 2008, and applied to become a functional health food on September 28, 2015.
 
Now this series has 8 items on the market. In terms of sales, this series of goods also has a very gratifying record. In 2013, the sales volume of bifix series increased by 20% compared with 2011, and in 2016, it increased by 3.3 times compared with 2012, reaching 25.9 billion yen.
 
LIBERA milk chocolate
Liberation of guilt, no scruples to enjoy delicious
 
Grigor's LIBERA chocolate is also a successful example of functional labeling. The brand name "LIBERA" means "liberation" and "freedom", and its packaging focuses on the concept of "natural and delicious chocolate. It took more than 2 years for this product to be commercialized from planning, development to commercialization, and the process was very tortuous.
 
For women who love chocolate, they can taste its deliciousness in their teens. However, after more than 20 years old, due to the gradual attention to the figure and body shape, more and more attention has been paid to the absorption of sugar and fat. Therefore, I feel full of guilt about eating chocolate, and I have been suffering from wanting to eat but not eating. In order to solve this problem, Sano Yasuka of the Chocolate Marketing Department of Greeco Company put forward the idea of developing chocolate that "liberates guilt and can enjoy delicious food without scruple", and cooperated with the chocolate team leader of the Commodity Development Research Institute, who has rich experience in the development of specific health food and knowledge of chocolate, to develop LIBERA series of products. The biggest feature of LIBERA chocolate is to ensure a thick, smooth, sweet taste, but also has a lower calorie and fat.
 
LIBERA chocolate first in the raw materials under the foot work.
 
About 70% of the cocoa beans used in Japan are produced in Ghana, and Ghanaian cocoa beans are the most familiar and most accepted flavor in Japan. Therefore, LIBERA chocolate is mainly made of Ghanaian cocoa, which is baked at low temperature to remove the miscellaneous flavor and highlight its aroma. The original baked cocoa is bitter and sour, and the general chocolate products have to be added with fat, sugar, milk, etc. to achieve attractive taste. In addition, in order to ensure the entrance of chocolate, smooth taste and sweet aroma can not be separated from grease and sugar.
 
How can you balance taste and health? Low-calorie artificial sweeteners can replace granulated sugar, but there are not a few female consumers in the market who are resistant to this, and the taste of chocolate will be greatly reduced. After a lot of experimentation and consideration, the development team finally decided to continue to use granulated sugar, while reducing the proportion of granulated sugar, and replacing the reduced amount of granulated sugar with indigestible dextrin (also known as resistant dextrin). Finally, LIBERA chocolate contains 5g of indigestible dextrin per 50g. A large number of studies have reported that indigestible dextrin has the function of inhibiting the absorption of fat and sugar, and the amount of 5g can produce physiological effects in the body.
 
LIBERA chocolate was launched on the market on March 29, 2016, and has had a huge response. As of March 2017, 12 million packages have been sold cumulatively. Grigor conducted a questionnaire survey on LIBERA chocolate in March 2017. The results showed that female consumers accounted for 60%, and taste praise accounted for 80%. In addition, in an independent questionnaire for female consumers, the awareness rate of LIBERA chocolate is 25%, women between the ages of 20 and 40 account for 70%, and women who buy more than twice account for 15%.
 
In just one year, LIBERA chocolate has achieved such excellent results, mainly because the product accurately grasps the requirements of female consumers for high-quality product taste in addition to the pursuit of health, and successfully and quickly captures the hearts of consumers.
 
4 Subdividing the needs of consumer groups in order to find the right opportunities
 
Neutral fat, namely triglycerides (triglyceride,TG), accounts for about 95% of human lipids. It often exists in the form of large adipose tissue. Its content is often affected by factors such as nutritional status and physical activity. Obesity is often referred to as the accumulation of neutral fat. As a nutrient, neutral fat is indispensable to the human body, but once it is not used as energy or ingested in excess, it will accumulate under the skin, liver and on the walls of blood vessels. Long-term accumulation of neutral fat is also the main cause of high blood pressure and heart disease.
 
Visceral fat is also a kind of human fat. It is different from subcutaneous fat (that is, the "fat" that we usually understand on the body). It surrounds human organs and mainly exists in the abdominal cavity. Health is of great significance. Excessive visceral fat is a manifestation of metabolic disorders in the body. Long-term visceral fat can lead to complications such as hyperlipidemia, cardiovascular and cerebrovascular diseases, and decline in body organ function. The World Health Organization pointed out in a survey report on the concept of weight loss among obese people in various countries around the world that 91% of women who care about the health of their families are eager to help their families or themselves lose terrible fat, but in the process of losing fat, they only focus on losing subcutaneous fat. Ignore visceral fat. In modern society, many people with more visceral fat may appear to be obese, but they are also likely to be thin, especially office workers and middle-aged and elderly people, many of whom need to reduce their visceral fat.
 
The accumulation of neutral fat and visceral fat is often the main cause of three high, cardiovascular and cerebrovascular diseases. Therefore, aiming at this function, many Japanese companies have also launched a series of innovative research. Among them, Otsuka Pharmaceutical's star series Natura made Super Fish Oil is a good example. This series has not only achieved great success in the Japanese domestic market, but also stands out in the US market, occupying the forefront of the US nutritional supplement sales list.
 
Natura made Super Fish Oil by Otsuka Pharmaceutical
 
The idea that "traditional Japanese diet is good for the body" has been widely circulated, and one of the important reasons is "fish". As an island country of Japan, the fishery has been very developed since ancient times, and its citizens have been accustomed to ingesting large amounts of fish since ancient times. Especially especially mackerel, sardines, mackerel, tuna, etc. contain a lot of n-3 unsaturated fatty acids that are beneficial to the body, such as EPA and DHA.
 
Neutral fat is the calories needed for physical activity. However, long-term high-fat diet will make the neutral fat that cannot be consumed accumulate in the body, which leads to obesity and some life diseases. A large number of data and experiments show that EPA and DHA in fish can reduce neutral fat. In addition, the intake of DHA also contributes to the development of human nervous tissue. As a traditional fish-eating nation, Japan is influenced by the foreign Western diet culture in modern times. With the increase of meat intake, the intake of fish rich in EPA and DHA gradually decreases.
 
For this reason, the "Japanese Dietary Intake Standards" published in 2015 clearly stated that Japanese citizens are recommended to actively consume EPA and DHA. For these reasons, Otsuka Pharmaceuticals has launched the Natura made Super Fish Oil product, which enables consumers to consume adequate amounts of EPA and DHA through nutritional supplements to maintain a healthy daily life.
 
In addition, in this way, people who hate fish can easily make up for the lack of EPA and DHA in the body. And this product is called super fish oil because it concentrates 1200mg of fish oil (EPA162mg, DHA108mg) into one grain. Moreover, users only need to take one pill a day to satisfy the body, making the taking process easy and easy to stick. In addition, the low price and high quality are the reasons why this Natura made super series is loved by consumers.
 
Founded in 1964, Otsuka Pharmaceutical has been adhering to the corporate philosophy of "creating better new products for world health", and has carried out Total Healthcare's corporate business in medical and nutritional health-related businesses. Otsuka Pharmaceutical believes that as a company closely related to life, it must deliver its scientific basis while providing customers with products that improve and maintain health. With the introduction of the functional labeling food system, Otsuka is confident that it can provide customers with more easy-to-understand product annotations, so as to ensure that consumers can safely and correctly choose the products they need. In addition, in addition to "extending healthy life", in order for everyone, regardless of age and gender, to spend a healthy life, Otsuka hopes to provide each customer with scientifically based and higher quality products.
 
Asahi Foods Dear Natura Gold Edition EPA & DHA
 
Compared with the classic Natura made super fish oil, Asahi Foods's Dear Natura Gold Edition EPA & DHA also seems to be more ingenious in terms of product design and promotion. The Dear Natura series has been growing for 10 consecutive years since 2007, aiming to spread the medical concept of "self-management of health. The gold version of EPA & DHA was declared as a functional labeled food on August 24, 2015. Its main ingredients are EPA and DHA.
 
EPA and DHA are found in high levels in seafood, and many literatures have reported that they help reduce neutral fats in the blood. Asahi Foods Group aims at healthy adults (normal or high neutral fat) and has launched this functional product aimed at reducing neutral fat.
 
There are a large number of products containing EPA and DHA in the market. In order to stand out among many competing products, we need to strive for perfection in all aspects.
 
First of all, in the product design, as far as possible to reduce the formulation of granulation required excipients;
 
In order to make it easier for users to take, try to reduce the number of grains required for each consumption;
 
In terms of raw materials, only raw materials that meet the independent standards of Asahi Food Group are selected;
 
Production, only in the "health subsidy food GMP" and "ISO 14001" certified domestic factories in Japan;
 
Integrated management of all processes from raw material receipt to finished product transportation;
 
In addition to the functional ingredients, another major feature of this product is that it is completely free of any pigments and preservatives.
 
 
Advertising is also one of the keys to the success of the product. In June 2017, Asahi Food Group, in cooperation with well-known cartoonist Kuta (radiowada), launched the "Surprised Man" series of advertisements for the golden version of EPA & DHA in Dear Natura, thus expanding the awareness of the products.
 
Asahi Group Foods (Asahi Group Foods) is a subsidiary of Asahi Group Holdings and is formed by the merger of three companies, Asahi Food and Health (Asahi Food and Healthcare) Co., Ltd., and Amano Industrial Co., Ltd. The main business includes food snacks, health foods, nutritional supplements, baby milk powder and complementary foods, freeze-dried foods, and food raw materials. Manufacturing and sales to meet the diverse needs of customers. Asahi Foods Group's Health Care Division is not only engaged in gastrointestinal nutritional supplements made from beer yeast, but also involved in health products, nutritional supplements and women's weight loss and skin care products.
 
In the 2018 development strategy, adhering to the corporate philosophy of "conveying delicious + α to every customer and devoting to providing customers with a new lifestyle", President Shang Shan Shengnan proposed to provide delicious and added value for people's daily life by strengthening major brands (expected sales volume is 126.3 billion yen, up 100.2 from last year), thus further the new goal of the company's growth.
 
In addition, the development strategy also mentions that with the decline in the birth rate and the increase in the aging of the population in Japan, the increase in social demand for family care, the intensification of social problems such as single-parent families and the joint work of husband and wife caused by changes in the social structure, and the increase in people's health Awareness, Asahi Food Group will expand its product range in a targeted manner to meet the health needs of various groups.
 
Ginkgo biloba functional food for the elderly population
 
In Japan, which has the highest degree of aging in the world, the medical and health problems of the elderly have become a huge burden on Japanese society. In recent years, cognitive disease has become a new focus of attention in the aging society. According to statistics from Kyushu University in Japan, the number of people with cognitive diseases in Japan will exceed 7 million by 2025. Cognitive disease not only brings great physical and mental pain to patients themselves, but also brings huge economic burden to patients' families and society. Therefore, the main health care products on the Japanese market to maintain memory are increasing year by year, and Asahi Food Group has also launched Ginkgo biloba extract, which has become a representative of the improvement of cognitive function for the elderly.
 
The product is supplemented with flavonoid glycosides and terpene lactones contained in Ginkgo biloba leaves. Experimental reports indicate that flavonoid glycosides and terpene lactones have the effect of maintaining the memory of healthy aging people. The ginkgo biloba extract used in the product all comes from the German Dr. Willmar Schwabe Pharmaceutical Company, which was established in 1866 and is the first institution in the world to successfully extract the bioactive ingredients of ginkgo biloba. The ginkgo biloba extract produced by it is sold to 48 countries around the world.
 
The reason why this raw material is recognized by the world is due to 4 points:
 
First of all, strict management is carried out from the cultivation of Ginkgo biloba leaves; the optimized land is selected for planting, and no pesticides are used in the planting process;
 
Secondly, choose to harvest when the active ingredient content of Ginkgo biloba leaves is the largest;
 
Third, in accordance with GMP standards in the factory, in accordance with strict standards to extract the best quality Ginkgo biloba extract;
 
Finally, the gingko leaves with different proportions of ingredients harvested from each year and origin are strictly analyzed and controlled within the unified specifications.
 
The introduction of Ginkgo biloba functional products is inseparable from the social background of Japan's aging. With the decline of birth rate and the increase of cognitive population caused by aging population in Japan in recent years, many companies have developed products to improve and maintain memory. The prestigious Japanese pharmaceutical company Kobayashi Pharmaceuticals will naturally not miss this business opportunity, targeting the target group to the middle-aged and elderly people, launching the company's first functional labeled food "Luteina", and achieved a good response. Subsequently, Kobayashi Pharmaceutical also developed Ginkgo biloba functional products, ranking 15th in the list of functional labeled foods in 2017.
 
This product contains ginkgo flavone glycoside and ginkgo terpene lactone (28.8mg ginkgo flavone glycoside and 7.2mg ginkgo terpene lactone in 3 tablets), which has the function of maintaining cognition and improving memory. In addition, this product does not contain flavors, colors and preservatives.
 
Kobayashi Pharmaceuticals was formerly known as the Kobayashi Lobby, a joint-name club established by entrepreneur Kobayashi Zhongbing Wei in 1886. Its main nutrition scope is the sale of cosmetics and groceries. In 1894, Kobayashi Company began to independently develop and sell more than 10 drugs such as "Da Xiao Wan" and "One Day Wan. In 1912, the joint venture company Kobayashi Pharmacy was established in Osaka City, and then in 1919, the joint venture company Kobayashi Hall and the joint venture company Kobayashi Pharmacy merged to form Kobayashi Pharmacy Co., Ltd.
 
With the expansion of the market territory and the expansion of the company's scale, the pharmaceutical department of Kobayashi Pharmacy went out independently in 1940 and created the current Kobayashi Pharmaceutical Co., Ltd. Today, Kobayashi Pharmaceutical Group is constantly introducing new products to meet the diverse needs of consumers around the world. In addition to pharmaceuticals, Kobayashi's nutritional range covers the areas of oral care, skin care, nutritional supplements and aromatic deodorants. The company is committed to considering its problems from the customer's point of view and trying to find a solution to the problem. In addition, the company insists on manufacturing products that have real effects and meet customer needs. Looking to the future, Kobayashi Pharmaceutical's vision is not only to stay in the Japanese market, but to focus on the world, accelerating the development of high-quality products in various countries and regions to accelerate global development.
 
In anticipation of future demand, functional products for brain health will also grow significantly, both in Japan and in the domestic market. The increase of cognitive patients will not only cause pain to the patients themselves, but also affect the physical and mental health of patients' families and caregivers, and even a huge economic burden for the society. Therefore, there will be more and more people on cognitive crisis consciousness.
 
On the other hand, the 2017 Japanese buzzword "sleep debt" suggests that lack of sleep can also lead to cognitive problems. Therefore, not only the elderly, but also young people with busy work, poor sleep time and poor quality will be increasingly interested in goods and services related to the maintenance of brain health and memory.
 
5 deep cultivation of raw materials, excellence
 
In the 1970 s, the number of women with skin problems caused by the use of cosmetics increased dramatically, causing serious social problems at that time, the most important of which was caused by the addition of antiseptic ingredients in cosmetics. In order to solve this situation, the world's first cosmetics without adding 5ml small capacity came into being. This is the current Fangke (Fancl). The company's initial business scope has always been based on cosmetics.
 
Subsequently, Japan began to enter an aging society, and the high medical security budget became a major headache for the Japanese country and society. Fangke believes that the best way to solve this problem is to reduce the number of people who get sick, so he began to expand his business in 1993 and is committed to researching healthy food.
 
Konogai, Yu Yu Health Foods One-time consumer old land, voice name, violent impression. The Japanese Supplement Supplement (Supplement) descent medicine. Causal aging social background, fang-like replenishment foods Major middle-aged human goals, research direction, other corporate ingredients Etatakoshi, heavy attachment, component absorption, and long-term internal body stop.
 
Now Fangke has obtained a total of 14 functional labeled commodities, and 10 commodities are expected to be applied this year. As for sales, its functional labeling products have been well received in the market. In 2015, Fangke's nutritional supplement food business as a whole increased by 23% compared with 14 years. By March 2018, the sales of the main functional labeled food reached 15 billion yen, accounting for 10% of the market share.
 
In recent years, with the gradual improvement of people's health awareness, the market for healthy food and nutritional supplements continues to grow, and female consumers account for 60%. On the other hand, according to the survey, most women over 40 years old have obesity and other body problems. Therefore, the popularity of functional foods that can inhibit obesity and control weight is also increasing year by year, such as Fangke's Carolimit series products.
 
Carolimit dietary supplements (30 day portions)
Inhibition of sugar and fat absorption, improve metabolism
 
For weight loss, moderate exercise and healthy eating habits are essential. However, in Fangke's customer base, many people will express that they feel pain about controlling their mouths. If they continue to lose weight, they must suppress and endure such negative thoughts. In order to solve the problems of customers, Fangke began to study the ingredients that inhibit the absorption of sugar and fat in the diet, and based on the effect of food composition verification, thus launching the Carolimit product.
 
The sugars and fats contained in normal meals are broken down by digestive enzymes in the gastrointestinal tract and then absorbed into the body. Therefore, in order to suppress the absorption of sugar and fat, studies have been made from two aspects: (1) suppressing the function of digestive enzymes and (2) suppressing the absorption of sugar and fat after decomposition.
 
Through the continuous research and development of Fangke's research and development personnel, the five components of gymnemic acid contained in Gymnema, imino sugar (mulberry leaf alkaloid) contained in mulberry leaves, epigallocatechin gallate, chitosan and kidney bean bean are combined to make a Carolimit dietary supplement.
 
However, for many so-called health foods, it is very difficult to verify their function. Because food is different from medicine, food has fewer side effects and often has no significant effect on function. In order to confirm the function of Carolimit dietary supplements, Fangke made great efforts in the aspects of experimental objects and experimental methods, and tried to find the most suitable detection method. The final experimental results showed that the intake of Carolimit dietary supplements can inhibit postprandial blood glucose levels and blood neutral fat increases.
 
Supported by strong experimental data, in May 2000, Carolimit dietary supplements were officially put on the market, instantly causing great repercussions among young women aged 20 and 30. By March 2016, the product was recognized as the first nutritional supplement tablet with the function of "inhibiting sugar and fat absorption". By March 2017, more than 47 million bags had been sold.
 
However, with increasing age, the body's metabolic activity gradually weakened. Only inhibit the absorption of fat, sugar has been unable to meet the elderly consumers. For this reason, on the basis of Carolimit, Fangke launched a "Carolimit dietary supplement for adults" suitable for women over 40 years old in June 2014, which focuses on inhibiting the absorption of sugar and fat in the diet, while improving the ability of fat metabolism. Improve the physique that is easy to get fat and difficult to lose weight with age. Ingredients, on the basis of the original five ingredients, increased blindly more methoxy flavonoids. The sales of this product are also very impressive. As of March 2018, 5.2 million bags have been sold, and the sales in the first three months of this year reached 4.5 billion yen.
 
Dydo Carolimit Coix Seed Mixed Tea
 
Not only that, Fangke also cooperated with Dydo, one of the five major comprehensive beverage manufacturers in Japan, to develop a tea beverage that can easily ingest sugar-inhibiting and fat-absorbing ingredients-adult's Carolimit-coix seed mixed tea.
 
The DyDo brand was founded in Osaka, Japan in 1975 under the company name DyDo DRINCO,INC. and was listed on the Tokyo Stock Exchange in 2001. As for the source of its name, it is also very elegant, taken from the concentration of Dynamic, Do, Drink and Company. Today, Dydo has grown into one of the five major integrated beverage manufacturers in Japan. It is a well-known brand in Japan, with 280000 DyDo vending machines covering the streets and alleys of Japan, accounting for about 30% of the market share.
 
In addition, DyDo, with its strong research and development capabilities, makes the product line cover coffee, water, tea, fruit juice, carbonated, functional drinks, etc., and constantly introduces popular new products every year. With the increase of health demand, the market scale of functional labeled food is expanding year by year, but at the same time, consumer demand is becoming more and more diversified. To this end, Dydo will also focus on this, continue to expand the product range, to meet consumer demand for delicious, and strive to open up a broader market.
 
Carolimit Coix Seed Mixed Tea was launched on November 7, 2016. Its birth not only means that it is Dydo's first functional labeled food, but also the first time Carolimit adults Carolimit series has been put on the market in the form of a tea drink. At first, it is sold in convenience stores and stores. From this year, the products will also be put into the sales of vending machines. It is expected that the sales volume will further increase.
 
This product is a delicious and healthy product born by Dydo Company with its many years of beverage production experience and the strong nutrition research and development technology guarantee behind Fangke Company. In addition to the gymnemic acid originally contained in adult Carolimit, imino sugar (mulberry leaf alkaloid) contained in mulberry leaves, epigallocatechin gallate, chitosan, phaseolin and methoxyflavone in kidney beans, 5g of indigestible dextrin is added to each bottle, thus making the product have the effect of inhibiting the absorption and decomposition of dietary fat and sugar.
 
In addition to the pursuit of health, the product is also strictly controlled in terms of taste quality. This product is a mixed tea, selection, coix seed, green tea, fried baked tea, oolong tea, corn five kinds of raw materials, selected collocation, blending proportion. The tea is full-bodied, full-bodied and healthy, suitable for drinking with various delicacies.
 
The precise grasp of the market, the reliable brand image, and the chain effect of the combination of strong and strong forces have made the product a huge response once it is listed. Later, Dydo took advantage of the victory and cooperated with Fangke to develop adult's Carolimit Yulu Green Tea, which was put on the market on September 18, 2017.
 
ALAPUS糖TOWN
Japan's first functional labeled food featuring ALA to control blood sugar
 
ALA (5-aminolevulinic acid) is a naturally occurring amino acid that is said to be known as the "source of life" associated with the birth of life on primitive Earth 3.6 billion years ago ". Although ALA has long been known, research and development on it has only begun in recent years. ALA has always been very expensive to produce, so only limited research can be carried out and cannot be put into the market in large quantities. Until the Cosmo oil company after a long study found that through the fermentation method can be invested more cheaply than the traditional price for mass production.
 
In 2008, SBI Holdings Limited and Cosmo Oil Company established a joint venture, SBI Pharma, to engage in the development and research of ALA-related pharmaceuticals. Subsequently, SBI ALApromo, Ltd. also came into being, mainly using ALA to manufacture and sell cosmetics and health food, striving to provide consumers with quality and valuable ALA products and high-quality services, and is committed to supporting everyone's healthy life.
 
In terms of functional labeled foods, SBI ALApromo has launched two products, namely ginkgo biloba and ALAPUS sugar TOWN. Among them, ALAPUS sugar TOWN ranked 13th on the list of functional labeled foods in 2017, and is a product loved by consumers and people in the industry.
 
It has been reported that diabetes is associated with the heme biosynthesis system, and that the ingestion of ALA, which is a precursor of the heme biosynthesis system, may lead to changes in glucose metabolism. Therefore, by examining the effects of ALA and iron intake on the glucose metabolism system, the researchers found that the intake of these two nutrients significantly improved fasting blood glucose. In the 2-hour glucose tolerance test, ALA and iron intake also significantly improved postprandial glycemic value.
 
Therefore, researchers believe that ALA, as a functional component, can increase sugar consumption by activating energy production in the body, so as to make high fasting blood glucose close to normal and stabilize the rise of postprandial blood glucose. Based on the above development background, ALAPUS sugar TOWN was put into the market on December 18, 2015, which is suitable for people with high blood sugar level, insufficient exercise and irregular living habits.
 
The biggest difference between this product and the blood sugar control products sold on the market today is two points:
 
First, most of the products sold on the market today control sugar by inhibiting sugar absorption. This product relies on the ALA component to promote the consumption of sugar absorbed in the cells to achieve the effect.
 
Second, this product is Japan's first functional labeled food made with ALA as a functional ingredient. Although ALA is mostly found in green vegetables and fermented foods that are beneficial to human health, it is difficult to consume large amounts through a general diet. The ALA contained in a capsule of this product is equivalent to 150kg of tomatoes and 93kg of spinach.
 
Moreover, this product does not need to consider before and after meals. It only needs to be taken once a day, one pill at a time, which is very convenient and easy to adhere. So excellent, the launch of a new product not only quickly captured the hearts of consumers, but also won a number of awards. This product won excellent awards in the "HIT Commodity Award (Health Food, Nutrition Subsidy Food Department)" of the 29th "HIT Commodity Award, Topic Commodity Award" in 2017 jointly organized by Drug Magazine and 81,000 generations. In the same year, he won the "Best Naming Award" in the "Retail Functional Labeling Food, Market Creation Contribution Award" held by H & B Monthly ". In addition, in the "Health Functional Food, Market Creation AWARDS" held by the Health Business Magazine in 2018, this product also won the "Store HIT Award".
 
Deep plowing in the field of tomatoes, a century-old enterprise can keep pace with the times.
 
Unlike Fangke and SBI's research and application of functional ingredients, Kagome, as the most popular fruit and vegetable juice brand in Japan, focuses on the continuous improvement of raw material varieties.
 
Tomato juice is the main product of Kecuomei. Since the first tomato juice was put on the market in 1933, it has continuously improved tomato varieties to deliver delicious and healthy to consumers at the same time. In view of the fact that the Japanese generally have insufficient vegetable intake, Kecumi has set her sights on fully tapping the nutritional value of tomatoes.
 
Lycopene is a natural ingredient rich in tomatoes. Kecuomei research found that lycopene can increase the content of high-density lipoprotein cholesterol in the blood of the human body. This kind of cholesterol can remove the accumulation of cholesterol on the inner wall of blood vessels, so that blood vessels are unobstructed, which is very beneficial to people with high blood lipids. After many experiments, Kecuomei has cultivated "Rinzi" special tomatoes with lycopene five times higher than ordinary varieties, and made them into juice.
 
The results of clinical trials show that continuous drinking of this kind of tomato for eight weeks can significantly increase the content of high-density lipoprotein cholesterol in human blood. Studies have also shown that tomato juice also contains large amounts of GABA aminobutyric acid, which can effectively lower blood pressure.
 
As an aging country, "prolonging healthy life" is an extremely realistic social problem in Japan. How can special tomato juice contribute to prolonging the healthy life of the people? Kogumi specifically studied the vegetable intake time of Japanese people. The results show that compared to noon and evening, the body absorbs lycopene in the morning with the highest efficiency. Therefore, Kecuomei actively promotes the diet of drinking tomato juice in the morning through various channels. It not only greatly promoted the growth of product sales, but also helped many people develop good eating habits.
 
In February 2016, Kemi Rinzi special tomato juice won the title of functional food. The sales volume of that year increased by 328 compared with 2015, which instantly set off a drinking craze in Japan. In the last two years, sales are still increasing at a rate of 25%-30% per year.
 
Kecuomei's tomato juice includes salt, low salt and no salt, and is aimed at the general population and people who pay attention to salt intake and have poor kidney conditions. Since its establishment in 1899, Kecuomei has always conveyed to consumers the corporate philosophy of "contributing to human health by making full use of the value of agricultural products presented by nature. As a century-old enterprise, Kecuomei insists on introducing products that meet the needs of the times through technological innovation.
 
6 this functional food apocalypse
 
In China, functional food is becoming a hot spot in the current industry. There are many reasons for this, including the successive introduction of policies and regulations on health food, fortified food and special medical food, the aging population and rising medical expenses, more attention to their own health brought by consumption upgrading, and the significant improvement of the convenience of commodity procurement by cross-border e-commerce... All directly or indirectly contribute to the demand for functional foods.
 
As a country that put forward the concept of functional food earlier, Japan has been in the forefront of the world in the construction of functional food industry system, basic scientific research, national education, regulations and market management. What should we learn from them, and what reference significance do these experiences have for the development of China's functional food industry? In the last part of this series, we will seriously consider these issues.
 
Revelation 1: Who is the product?
 
Paying attention to consumer research is the fundamental strategy of enterprises based on the market, and the research on consumers by Japanese food enterprises is extremely in-depth and meticulous, which is worthy of our deep consideration. In addition to obtaining consumer survey data from public channels, many companies also take the initiative to implement consumer surveys and information collection activities. For example, the Enkin Eye Protection Capsule developed by Fangke Company was originally developed from consumer advice collected daily by the marketing department.
 
In a large number of consumer demand, Japanese functional food companies tend to extract the most market potential consumer groups, and can even be subdivided into a specific age group, gender, occupation, and physiological characteristics. The advantage of this is that the product is highly specific, easy to get the audience's favor, and the market competition is small. For example, Amino care Jelly Leucine 40, launched by Ajinomoto in 2014, is specifically aimed at the 60-70 age group, elderly people with muscle atrophy and limited mobility. Asahi Food Group and Healthcare Co., Ltd. jointly developed the "One Book Satisfaction" grain energy bar, which is aimed at men in their 30 s who are struggling for their careers, and sets the eating scene in the evening during overtime. Such precise positioning allows the product to be quickly recognized as soon as it goes on the market.
 
Careful research on consumers improves the applicability of the product. It not only meets the nutritional and energy needs of specific groups of people in terms of efficacy design, but also actively considers the demands of consumer groups in packaging design, product flavor and form. For example, Grigao's LIBERA milk chocolate mentioned in the first two issues focuses on adult women who are very concerned about glycolipid intake. Asahi's dear natura Gold EPA & DHA is aimed at healthy adults with normal or high neutral fat. The ALAPUS sugar TOWN launched by SBI is specially designed for people with high blood sugar, insufficient exercise and irregular living habits.
 
Although these descriptions of users still seem to be thick lines, enterprises have carefully analyzed and understood the living habits, diet rules, consumption psychology of each type of subdivided population, as well as the shortcomings of the same type of products on the market. Only after that can we develop excellent products that make consumers fall in love at first sight and can hit the bottom of their hearts. All these reflect the rigorous and pragmatic style of the Japanese nation. It should be mentioned that quite a lot of functional foods will be designed with different specifications of packaging, which are used for singles, home users, and different work and life scenarios, which is quite intimate!
 
Insight into consumer needs, not only before product development, but also those who can persist after the product is on the market, is not easy. Asahi's "Sixteen Tea" is a classic product in Japan. After the product was launched in 1993, Asahi Company actively listened to the opinions of consumers, conducted continuous research and improvement on Sixteen Tea, and updated the raw materials used once a year. Let the products keep up with the needs of consumers, in exchange for considerable sales volume -16 tea has exceeded 20 million boxes for 6 consecutive years from 2012 to 2017!
 
This reminds us that in China, unlike Japanese companies that collect consumer data in the traditional way, domestic food companies can obtain massive consumer demand and user feedback more quickly with the assistance of big data, cloud computing and artificial intelligence technology. Nestle and millet cooperation to collect personal health information, the development of customized meals is a good attempt. Wearable smart devices provide highly personalized needs, and for a large number of review information in the network to summarize and analyze, you can obtain a certain representative consumer demands. Compared with traditional market research reports and offline surveys, this information has stronger timeliness and wider coverage. It is a way worth considering for domestic food companies.
 
Revelation 2: Why does the product stand?
 
Many Japanese food companies have relatively independent scientific research departments, engaged in basic research in food nutrition and medicine, and often focus the research field on a very fine point, focusing on perseverance. This research model can achieve better results than those that involve more extensive and more fields. For example, the study of tomato and lycopene, Glico's study of Bifidobacterium, etc. This special form of research provides sufficient scientific basis for mining the efficacy potential of raw materials and products, and for reasonable raw material screening and formula design.
 
Here are two more examples: Aloe vera sterol yogurt developed by Morinaga Dairy, which is well-known in Japan, has gone through 11 years from the beginning of research to the final market, from the identification of phytosterols with anti-diabetic effects to the research on the mechanism of activating sugar and lipid metabolism, to the human skin experiment, to obtain moisturizing & reduce wrinkles, prevent photoaging, inhibit epidermal hypertrophy and dull skin, as well as the improvement of skin relaxation and other four key effects confirmed, before the official sale of "aloe vera sterol" logo containing yogurt. Compared with Senyong, the process of developing "decaffeinated fat-reducing special tea" by beverage giant Sunley Company is more heavy and accumulated. It took 14 years to officially launch the product in 2016 from the analysis and completion of the study on the mechanism of "OTPP" inhibiting fat absorption in oolong tea in 2002.
 
In the three series of reports, we see that almost every product has a detailed efficacy experimental chart. Japanese enterprises are willing to list the research results of their products on the official website, including the schematic diagram of efficacy and clinical research data, which has better publicity effect than spending huge sums of money to shoot advertisements and invite celebrities to speak for them. For consumers, the website is a popular science garden, from which the cognition and trust of brands and products are established. Many food companies also participate in industry academic seminars to release the latest research results in a timely manner, disclose, and demonstrate the company's scientific research strength and rigorous attitude towards product development.
 
In China, many functional food enterprises do not have the strong strength to carry out scientific research and efficacy experiments, and the return period of scientific research investment is long. In China, where more and more emphasis is placed on the speed of market response and the cycle of new products coming to market, it is really difficult to implement practices like Japan. More food enterprises began to use the "industry-university-research" model to promote product innovation and brand competitiveness.
 
Not long ago, Bright Dairy launched a new yogurt product with cadmium excretion function. The probiotic strains used came from the research results of Jiangnan University for many years and won the National Invention Patent Gold Award. The cooperation between the two sides in dairy science over the years has been transformed into a product with high technology content and market competitiveness. In May 2017, Tomson Beijian, a leading brand of dietary supplements, signed a 10-year strategic cooperation agreement with BASF, a global nutrition industry leader, to jointly commit to the scientific research and development and market application of precision nutrition.
 
These are good examples. China produces a large number of research results every year. How to get them out of the laboratory, out of the paper library, serve the development of the industry and benefit the people, perhaps the development of functional food is the vanguard force to promote the commercialization of academic achievements.
 
Revelation 3: Where are the products available?
 
Japan's "functional food labeling system", which was implemented on April 1, 2015, covers all foods except alcohol products, including existing nutritional functional foods, processed foods, and fresh foods. The same form as ordinary food not only enhances the acceptance of consumers, but also makes the product unhindered in circulation and sales.
 
The distribution channels of functional foods in Japan can be divided into two categories: store sales and non-store sales. Store sales include dispensing pharmacy, talking pharmacy, chain pharmacy, department store drug and health food department, health food or natural food store, while non-store sales include communication pyramid selling, door-to-door selling, member selling, and vending machine sales, which have gradually increased in recent years. In the report CAROLIMIT Coix Seed Mixed Tea, we mentioned that the product was initially sold in convenience stores and stores, and that from this year Dydo plans to put the product into vending machines.
 
It has to be said that Japan's unusually developed retail channels provide great convenience for the sale of functional foods. Among them, the vending machines all over Japan have made great contributions. According to 2014 data, Japan had 5.08 million vending machines that year, which is absolutely the first in the world in terms of per capita and area! The advantages of high distribution density, complete functions (many machines have refrigeration function and can sell goods with both normal temperature and refrigeration storage conditions) and low failure rate are then transformed into huge commodity circulation. More than 1000 new beverage products are listed in Japan every year, and about 60% of the sales come from vending machines. How to obtain a display space in the vending machine has become a topic for many beverage companies to rack their brains. In addition to drinks, fruit, ice cream, ramen, and even fresh vegetables can be sold in it. In recent years, mobile payment functions have been introduced into vending machines, further enhancing the convenience of use.
 
On the contrary, the development of domestic vending machines has been tepid and has not formed a scale. As Nongfu Spring, Wahaha and Uni-President have announced their entry into the vending machine industry, this field has also begun to see the dawn of revival. The "upgraded version" and "enlarged version" of the vending machine-unmanned shelves have attracted the attention of the capital community in the past two years, spreading all over the cities at a rocket-like speed, arousing people's infinite imagination.
 
Then, whether the food and beverage with function claim will be put on the unmanned shelf? No matter how the unmanned shelf industry that has entered the "second half" evolves and how to adjust the profit model, its demand for food will not change. Cultivating the consumption concept of functional food becomes the only decisive factor. When people no longer think of it only when they are not timely, but are accustomed to eating it every day and anytime, anywhere, the sale of functional food is no longer a problem.
 
Revelation 4: How can the industry move steadily forward?
 
Japan's functional food regulatory system has undergone continuous adjustment and improvement since its initial formation in the 1990 s. In April 2015, the Japanese government promulgated and implemented the "functional food labeling system", which was moderately "loosened" in four aspects: filing management, product coverage, efficacy labeling and application time. The relaxation of the policy directly stimulated the potential of the functional food industry, accelerated the listing of new products, and frequent disclosure of efficacy research results.
 
The problem can be illustrated by figures: from 1993 to the end of 2014, only more than 1100 functional foods were approved in Japan. Within one year and nine months after the implementation of the new law (from April 2015 to January 2017), a total of 622 product applications were accepted. Compared with the previous excessively strict management, high threshold, and long declaration and approval time, the new law creates a relaxed market environment. Under the intensified competitive pressure, enterprises are more self-disciplined, putting reputation and user reputation on the commanding heights of business strategy, and the phenomenon of false advertising and illegal publication is reduced.
 
Overall, Japan's functional food regulations and drug regulations are in the same line, adhering to the concept of people-oriented. The embodiment of human care is an important reason for its effectiveness, consumer recognition and corporate support.
 
In order to allow consumers to understand the label and eliminate food concerns, the government management department specifically requires that ordinary consumers can understand the standard when reviewing the label, and the functional ingredients are more "affinity" herbs and vitamins. For nutritional functional foods and functional labeling foods, the Japanese Consumer Agency adopts a "post-supervision" management model. Most of the energy is put into the market supervision and the examination and approval of special protection food, which saves the country's human, material and financial resources to a large extent, reduces the review pressure of relevant functional departments, and at the same time saves the cost of product research and development, declaration and approval for enterprises, greatly shortens the time limit for products to be put on the market, and improves work efficiency.
 
Compared with the domestic functional food laws and regulations, health food is a relatively perfect system. Product standards, raw and auxiliary materials standards, functional ingredient testing, registration and filing management, and enterprise production standards basically ensure that all development and operation links have laws to follow. Of course, health food can not cover all kinds of functional food in a broad sense. With the market expansion of functional food and beverage, it is still an important issue for the domestic functional food industry to issue a complete policy and regulation system as soon as possible.
 
In addition, the strict regulations on how to promote the development of enterprises in line with the current new consumer demand seems to be difficult to do. Functional food laws and regulations are to ensure that the market and business behavior are well-documented and orderly, but from the current actual implementation effect, these laws and regulations are more likely to be established for the illegal behavior of enterprises to prevent potential safety hazards. How to make the legal system not only have the functions of control, prevention and punishment, but also stimulate the enthusiasm of enterprises and innovation, and let consumers benefit from it, which is a big proposition to test the wisdom of governments and industries at all levels.
 
Finally, in addition to the four points of enlightenment mentioned above, we have also found that whether it is the beauty industry or pharmaceutical companies, there are not a few companies that cross-border functional foods. Among the eight functional food enterprises mentioned in the report, Fangke started from the beauty industry, while Otsuka Pharmaceutical and Komayashi Pharmaceutical are typical pharmaceutical enterprises. They can make cross-border functional food with great success. Investigate its reason, there are three advantages:
 
The scientific research ability established in the field of beauty and pharmacy, as well as the research results of some raw materials can be directly applied to functional food;
 
In the original industry has a number of stable user base and brand reputation;
 
Deep understanding of user characteristics and needs;
 
In China, such enterprises have gradually increased, Jiangzhong Pharmaceutical, Tongrentang, Taiji Group, Sanjiu Group... Since 2014, more than 20 pharmaceutical companies have launched cross-border functional food. However, the reality is not satisfactory, in addition to a very small number of products have a certain popularity and sales outlets, the vast majority have long been hard to find. Compared with the pharmaceutical business, there is a big difference in the way the food industry operates. The ability to quickly change business ideas and master resources is the key to the success of cross-border decisions.
 
Of course, in addition to these, how to design marketing activities with a stronger sense of participation, integrate product promotion into the nutrition and health education of ordinary citizens, and subtly cultivate the habit of consuming functional foods, etc.... All these will affect the expansion of healthy functional foods and beverages in the domestic market. In fact, many domestic food companies are already integrating these concepts and methods into their business operations. For example, in June this year, Vitasoy teamed up with the famous domestic knowledge platform Zhihu to start the "Vitasoy Pod Academy" and launch the nutrition knowledge popularization project, hoping to promote and popularize long-term and systematic health and nutrition knowledge to help the national nutrition plan, etc. ...... We have reason to believe that the domestic functional food and beverage market is about to be promising.
 
The Westernization Movement in the late Qing Dynasty put forward this famous slogan in the Westernization Movement in the 1860 s and 1990 s. Today, we are going to study and summarize the success of Japan's functional food industry, hoping to give domestic enterprises some enlightenment on how to improve themselves.
 
[Exhibition Information Recommendation Details]]
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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.
 
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