"Starting that day, I rejected oil and salt sugar"

【Tide Business Review/Original】

"Who hasn't had a 'occupational disease' this year?"

As a text worker, ANNA in the long -term desk is commonplace for "occupational diseases". It is called a cloud and light, but in fact, Anna's life reveals the anxiety of pursuing a healthy body.

"I can't write the manuscript. I always want to eat when the pressure is strong. In order to prevent weighting, and to be healthier, I replace the potato chips in the drawer with a small oil and low -sugar 0 sugar snacks."

Anna's condition also reflects most of the current status of workers. According to CBNDATA's "2021 Workplace White -collar Health Book", 94%of migrant workers are facing health problems, with an average of 4 to 5 kinds of health problems. Due to high work pressure, health problems such as overwork, insomnia, gastrointestinal dysfunction, and vision decline seem to be a common thing in this session.

Tide business reviews have been in "How much do you love this young man? "It is described in this young man's enthusiasm for health care, and a" defense war "about healthy is the beginning.

"Lazy" is probably a word that cannot be around today. "Being able to sit without standing, you must not sit down", it seems that it has become a kind of "normality of survival." As a result, the product that only needs to "move the mouth" to maintain health has naturally become the heart of many young people.

Compared with the panting exercise, the "health" that eats is like a spring breeze blowing into their heart nest, and this healthy spring breeze also blows to many tracks and blows the original track of the niche to the public. Blowing out the new vitality of the falling industry, a new vitality of the original plain market.

"Eating health" is trying to use a new concept to try to solve the growth anxiety in the food industry.

01 From the public to the public: the low -card caught track of "running all the way"

"Low -card diet", as its name, represents low calories and does not generate too much fat. Low -fat, low -sugar foods replace high -fat and high -calorie diets.

In fact, the low -calorie diet is no longer the "exclusive" of the fitness people, and it is radiating to the public with the healthy development of the people. From dinner to low -calorie snacks to 0 sugar drinks, each track is full of players from all walks of life.

Taking the meal replacement market as an example: According to incomplete statistics, there have been dozens of financing incidents in the field of meal replacement since 2018. In 2021, eight from 2021. Nutrition, plant professor, etc., and these brands have achieved two financing in one year. Among the investors, there are no shortage of frequent customers in the consumer fields such as Jingwei China, IDG Capital, Tiantu Capital, and Jinding Capital. At the same time, Internet factories such as bytes beating, and sports enterprises related to sports, Lejian Sports and other sports business have been squeezed into the meal replacement track.

Figure/Shark Fitt

Many brands have participated in cross -border competitions. For example, the online fitness platform Keep used user vertical advantages to launch konjac milk cakes, which was recognized by many users. As a "pharmaceutical brand", Yunnan Baiyao launched a healthy sub -brand "Light Meow" with a professional endorsement, and has new product groups such as "mini -eclipse -nourishing protein sticks" and "chewing nourishing shakes".

According to the international data of Euro Rui, the scale of China's light food market will reach 130 billion yuan in 2022. In terms of the number of enterprises, in recent years, the number of newly increased dine -consignment companies has been showing a two -digit growth trend. It has increased 4,300 newly increased in the first nine months of 2021, doubled year -on -year, with a total of more than tens of thousands.

With the awakening of the awareness of the national health, especially the awareness of young consumers, the consumption demand of healthy snacks has also "risen" rapidly. As a "new consumer cannon", Liangpinpu focuses on the dinner dining market, and launched a healthy snack brand "Liangpin Feiyang" for pan -fitting people. The traditional snack brand Wangwang followed the pace and launched a low -calorie snack Fixbody series. At the same time, the old snacks such as Xu Fuji and Qiaqian are accelerating the layout of the health track.

It is not enough to eat low cards, and you have to drink healthy. Before the vitality forest burst into fire, sugar -free beverages are completely strange concepts for domestic consumers. With the explosion of the "bubble water" of the vitality forest, the domestic sugar -free beverage market has been activated. Old giants have followed up. Now, we can printed various sugar -free fonts everywhere in supermarkets, convenience stores, vending machines, and even in the small sale, which is the epitome of the new health track.

Coincidentally, in addition to new products that have been spawned by new needs, many traditional snacks and foods are also difficult to survive in the "mud" of healthy winds.

02 From decline to rebirth: the "Sugar Revolution" in the candy chocolate industry

In traditional cognition, "not too healthy" has become the public's stereotype because of excessive sugar, calories, and fat because it contains too much sugar, calories and fat.

Now with the awakening of "anti -sugar wind" and mass health awareness, "hearing sugar color" has become the consensus of many consumers. According to data from Euromonatte International, the size of the Chinese retail market in 2020 was 20.43 billion yuan, a decrease of nearly 2 billion yuan from 22.34 billion yuan in 2019.

In fact, not only China, but the performance of global chocolate is declining. In 2015 and 2016, the market value of global chocolate candy decreased by 1.5%and 6%year -on -year. The world's largest industrial and commercial business -Switzerland Berlien's net profit in 2015 and 2016 decreased by 2.7%and 8.7%, respectively. It is imminent about the upgrading and reshaping of the candy chocolate industry. Fortunately, many brands seem to be looking for their own directions, and they directly hit the pain points of consumers. The functionalization of chocolate "reduction" and candy "" has become the "life -saving straw" of the industry.

Picture/network

The first is to reduce sugar.

In recent years, chocolate brands have joined the "sugar reduction" team, and "sugar -free" chocolate products have also appeared in the market. Nestlé has announced the addition of sugar reduction since 2016 and launched a 30%milk chocolate rod in the British market. In early 2018, Nestlé sold its American candy business at $ 2.8 billion to Italy's Ferrero Group, making the company's brand image healthier. Dove also launched a new product of 0 sugar black chocolate, replacing the original white granulated sugar with sweet taste maltol alcohol.

At the same time, as the public has become more cautious about sugar intake, healthy and dark, low -calorie, low -fat Morris and other products have begun to appear. In the domestic chocolate market led by foreign brands for a long time, the trend of health has given domestic brands a chance to break through.

The representative of this has to mention daily darkness, grasping the pain points of mass consumption through keywords such as health, low cards, and successfully rushing to the world for domestic brands. Since the official launch in 2019, the daily dark turnover has exceeded 100 million yuan a year.

Figure/Daily Black Qiao

In addition, there is also a high -style express train with the help of Chinese nourishment to combine chocolate with frozen dried ginseng. In May this year, it sold more than 600,000 sales in a live broadcast room overnight.

Followed by the innovation of candy function.

With the upgrading of consumer concepts and the prevalence of great health, consumers have put forward more demands on the food of the entrance. Candy is becoming a high -quality carrier of functional elements and is also accepted by more and more people. For example, the average monthly sales of 4 SKUs of Functional Candy Brand BUFF X have exceeded 20,000 orders within three months. Three financing was completed in one year. It is also a functional snack brand, but Tipsyou and MINAYO averaged 10 million -level financing in 2021.

At the same time, as the existence of the dark horse in the skin care industry, Huaxi Biological has also joined the army of functional food. With the strength advantage of independent research and development, the first domestic uric acid food brand "Black Zero" will be launched. The brand will also launch transparent quality Acid white kidney bean slim chewing tablets, hyaluronic acid GABA Shumian anti -firing fudge, hyaluronic acid GABA lutein lutein -lutein -vitality UP Mingmukin fudge and other products, mainly for health slimming, sleeping comfort and other effects.

The healthy spring breeze gang has found a new starting point, and in the large consumer market, there are still thousands of companies in the large consumer market. For them, rebirth seems not far away.

03 From a small product to the concept: the popularity of the probiotic market has suddenly risen

When it comes to probiotics, perhaps we still stay in the era of probiotic drinks such as Polying, Youyi C, and Each Yitian. Promoting sleep, obstruction of greasy, etc., the efficacy of brand products is available.

And these effects also hit the hearts of workers. Because "sedentary" has become the norm of working today, the digestion and absorption of intestinal tract has become a big problem. Probiotics can promote intestinal peristalsis, enhance the balance of intestinal flora, and on the way to maintain intestinal health, it has become the first choice for workers today.

According to Tmall's health data, the average growth rate of probiotic products in the past three years exceeded 80%. In June, the average daily search volume of probiotics of Tmall platform increased by 60%year -on -year.

JD health data shows that the sales of probiotic related products in the past two years have increased by 157%annually, with a sales growth rate of 149%, which are higher than the average market growth rate. During the 11.11 period of Jingdong in 2021, the turnover of Jingdong Health Probiotics category achieved a year -on -year increase of 212%.

The rapidly growing market naturally attracts many players. The "Daily Bacteria", which was just established in 2021, recently announced the completion of a new round of financing. The brand mainly provides "probiotics+" full-class products for exquisite middle-class women aged 25-35. Essence The new health tea brand "Children" launched the scientific health tea "probiotic fruit juice tea", which is also the pioneer of this category. In addition, brands such as WonderLab, Tomson Benniophage, Lifespace probiotics have also invested in probiotic tracks.

Figure/Daily Bacteria

With the impact of consumption upgrades and the superposition of the post -epidemic era, the "Health" track seems to be increasingly crowded. According to the Nielson survey report, 82%of Chinese consumers are willing to spend more on healthy catering products, and this data is much higher than the average level of 68%worldwide. The emergence of endless new "health consumption" is also attracting more brands to join it. Naturally, new products will also come together. Innovation seems to be the most beautiful part of business, but innovation is not the "closed door car" of the brand owner. As manager Tom Peters said: "Consumers are an important source of innovation". A good product seems to have never been able to bypass a logic: from consumers to consumers.

"To be honest, I also know that health cannot be eaten alone, but these new products really make me get rid of health anxiety to some extent." Anna said with a smile, and at the same time quickly stuffed a piece of sugar -free chocolate. In my mouth.

In fact, we cannot estimate the life cycle of a product and brand. After all, changes and innovation are like "permanent motivation" and never stop. But at least, from the beginning, the innovation of "health concepts" in the field of food has made consumers and brands seem to be moving towards a "win -win".

As for the other side of the "coin", whether the concept of health is an artificial "business needs", it seems to be another topic.

Business is like this.

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