"Functional" snacks have emerged young people eat 100 billion health tracks

"Bubbing wolfberry in the thermal insulation cup", "jumping knee -wearing", "staying up late to apply mask", staying up late and supporting healthy ways. The people join the ranks of health.

Ginseng water, black sesame pills with black hair, hyaluronic acid water with black hair ... At present, various snacks that focus on the concept of "functionality" frequently brush the screens with their delicious and healthy dual attributes Shopping website client.

The concept of health raises consumer demand

From the perspective of positioning, functional snacks are more aggressive between casual foods and health foods. In order to have food with specific nutritional and health care functions, it has the characteristics of delicious nutrition and convenient food in leisure. The cognition of high sugar and high salt "makes it different from the product form and consumption habits of traditional health product drugs, and is more likely to be favored by consumers.

In fact, in modern society with fast -paced and high pressure, the term "health" is no longer exclusive to "silver -haired clan". With the improvement of national health awareness and the change of consumption concepts, young people have shown great enthusiasm for the health field and show great attention to the products in the health field. McKinsey's survey data shows that the post -90s of the 90s from the age of 26 to 30 have become the real main health, and more than 70 % of the post -90s young people take health as the top priority.

From the pursuit of taste to focusing on health, function, emotion and other aspects, as the main force of snack consumption, the transformation of young consumers to the demand for snacks has given a richer new category and larger imagination of functional snacks. The "Report on the Health Consumption Trends" released by CBNData shows that more than half of my country's "post -90s" have the trouble of losing hair loss, hair loss, and weakening vision.

Taking black sesame pills as an example, the appearance of "Black Black Black" coincides with the anxiety of hair loss of young groups. Top flow. According to the monitoring of key e -commerce platforms issued by the Ministry of Commerce, the sales of black sesame pills increased by 105.9%year -on -year in the annual consumer goods category in 2022.

Scene infiltration help market expansion

In addition to the nourishing ingredients given the health characteristics of functional snacks, the attributes of portable, simple, and instant food make it different from traditional tonic products, and it is more likely to penetrate a variety of life scenarios. In JD.com's "Report on the Nutrition Consumption Trends of Generation", lazy health is a distinctive attitude of contemporary youth health. "It must be healthy and unwilling to give up the added value of the taste enjoyment brought by food." In this context, functional snacks introduced based on life scenes have become a facilitation choice for the new generation of consumers.

Focusing on the daily life of afternoon tea, office snack time, travel, etc., functional snacks often emphasize independence and easy to carry on the packaging, so that it can quickly penetrate a variety of eating scenarios, which has a significant impact on consumer purchase intentions.

At the huge market prospects and scale, many companies and capital have aimed at this track, and a large number of start -up brands have also won the favor of capital. According to the "2022H1 New Consumer Industry Investment and Financing Trends Report" recently released by the Camel Consumer Research Institute, among the 46 financing incidents of the first half of the food and beverage track, the brand positioning of 24 enterprises directly or indirectly emphasizes "healthier".

In general, in the consumer market of food and beverages, product innovation for the sexual segmentation of health and health has spawned functional snack tracks, but the concept of functional food has not yet been accurately defined.

According to the relevant provisions of the Food Safety Law of the People's Republic of China, Chinese food categories can be divided into two categories: ordinary food and special food, and there is no "functional food". Experts in related fields said that functional foods are closer to health foods in special foods and have the function of promoting health.

It is foreseeable that the category market potential of "functional" snacks is still yet to be excavated, and it will continue to innovate in the continuous iteration of products to promote the development of the health of the snack industry.

Qingdao Finance Daily/Homepage Journalist Gao Yijing

- END -