Industry Information

Big health functional drinks are hot, retail sales are expected to exceed 160 billion in 2020

Release time: 2020-08-12

  According to relevant data, in 2015, China's functional beverage market reached 60.6 billion yuan, a year-on-year increase of 15.16%. From 2013 to 2017, the average annual growth rate of functional energy drinks reached 23.5%. It is estimated that by 2020, the retail volume of functional energy drinks in China will reach 15.037 billion liters, and the retail sales will reach 163.528 billion yuan.

   definition is different:

   Beverage is defined in the national standard as a product for direct drinking, or a certain proportion of water, or brewed for drinking, and the ethanol content does not exceed 0.5%. It can also be in a thick beverage or solid form. Beverages are divided into packaged drinking water, fruit and vegetable juices and their beverages, protein beverages, carbonated beverages, special-purpose beverages, flavored beverages, tea (type) beverages, coffee (type) beverages, plant beverages, solid beverages, other types of beverages, etc. .

  Health drinks (functional drinks) refer to beverage products that have been approved for health food registration. Since 2004, the State Food and Drug Administration has approved more than 70 health beverages, whose functions are mainly to relieve physical fatigue. In addition, there are a small amount of immunity enhancement, visual fatigue, clear pharynx, and auxiliary protection against chemical liver injury. Function etc. Nutrient raw materials are mainly compatible with vitamins and amino acids. The main herbal raw materials are ginseng, American ginseng, rhodiola, ganoderma, dendrobium, berries (sea buckthorn, wolfberry, mulberry), etc.

  Big health is the industry development trend:

   According to Euromonitor's data, in 2015, China's functional beverage market reached 60.6 billion yuan, a year-on-year increase of 15.16%. From 2013 to 2017, the average annual growth rate of functional energy drinks reached 23.5%. It is estimated that by 2020, the retail volume of functional energy drinks in China will reach 15.037 billion liters, and the retail sales will reach 163.528 billion yuan.

The results of the 2016 Beverage Industry Satisfaction Survey released by the China Quality Association show that the concept of big health is the mainstream health trend in recent years. Consumers’ preference for high-sugar and high-calorie beverages continues to decline, making them healthy, personalized, and functional. Transformation is the mainstream demand of future consumers. Taste is still the biggest concern of consumers. The main consumer group in today's society-"60 to 90 families" represents the main demand growth point of the future market. The post-60s who pay attention to major health concepts focus on packaged water and tea beverages. The post-90s who like "new and unique" prefer functional drinks, packaged water and protein drinks. Protein beverages including milk-containing beverages and plant protein beverages can provide a series of related functions such as brain supplementation, calcium supplementation, digestion promotion, and sleep promotion in terms of health needs. It also makes the post-80s population become the main supporters of protein drinks.

Through the five heat indicators of the "Industry Heat Model", namely cognitive heat, purchase heat, satisfaction, repurchase heat, and NPS net recommendation heat, a macro judgment can be made on the current development and future trends of the industry: function The heat model of beverages is in a state of continuous heating, and there is still room for improvement in cognitive heat; the heat model of juice beverages is in a state of continuous cooling. The trend charts of packaged water, tea beverages and vegetable protein beverages are all W-shaped, and the development of these two sub-sectors has entered a mature stage; the NPS popularity of vegetable protein beverages has increased significantly, depending on the growth period, good reputation can be boosted. The awareness of the wheel is heating up. It is worth mentioning that carbonated beverages have higher purchase and repurchase popularity than other types of beverages, but satisfaction and NPS popularity have dropped instantaneously, indicating that consumers are talking about the shortcomings of carbonated beverages while toasting with relish.

   According to relevant data, the category of carbonated soft drinks has been declining for 5 years, and natural drinks have driven 40% of the sales growth of the beverage industry. Natural, healthy, and based on this, returning to tradition, natural craftsmanship, and reducing artificial additions, have become the overall trend of the development of the beverage industry. In addition, as the pace of life accelerates, convenience is also a very important purchase factor. Mintel released the six global food and beverage trends for 2017: trust in tradition (consumers want solace from old formulas, old tastes and old forms), plant power (consumers’ preference for natural, simple and flexible vegetarian food will To further promote the popularity of vegetarian, vegan and other plant-based formulas), do not waste (eliminating food waste is the focus of sustainable development), time is the key (the time investment required for products and meals is as important as nutrition and ingredient claims ), night food (night is a new occasion where functional food and beverage formulas can be discovered) pursue equality: everyone is healthy (healthy food and beverage are not "luxuries"). Gianni Ziegler, a global food and beverage analyst at Mintel, believes: "This year's global trend is based on consumer demand for healthy, convenient and trustworthy food and beverages. For manufacturers and retailers around the world, Those products that have high awareness, save time and use functional fruits, vegetables and other plants will have greater opportunities." Global Data released the 2017 global ready-to-drink soft drinks seven innovation trends, namely, healthy hydration and intestinal tract Healthy, adult, "cold" has become a popular choice, salty and spice, added flavor and plant energy, etc. According to industry forecasts, there will be 8 major trends in the development of the beverage industry in 2017: vegetable water, pea protein beverages, naturally brewed tea and coffee, amino acid sports drinks, snack beverages, spicy beverages, Japanese matcha, and high-pressure processed beverages.

  Health and nutrition are the direction of innovation:

   At present, there are not many health beverage products approved in China, mainly vitamin sports functional beverages. Beverage taste is still the most concerned by consumers. Natural, nutritious, healthy, convenient, and environmentally friendly have become mainstream consumer choices. The following analyzes the direction of innovation from three aspects: function, raw material, and process form.

  In terms of functional innovation: the majority of beverage consumers are young people, and the consumption scenes are mostly for relaxation and energy supplementation between exercise and work. At present, alleviating physical fatigue is the most common function in health drinks. The functional areas of health beverages to be developed include: in the current social environment where work pressure is high and electronic display products are popular, it is suitable for office workers to improve memory and relieve visual fatigue. In addition, it is suitable for drinkers with auxiliary protective function against chemical liver damage, suitable for women's beauty functions such as acne removal, chloasma, and skin moisture improvement, suitable for meal scenes to promote digestion, and suitable for a wide range of people to regulate intestines The function of tract bacteria, enhance immunity, antioxidant, improve sleep and other functions.

  In terms of raw material innovation: At present, the raw materials of health drinks are mainly multivitamin amino acids. The following raw materials worthy of attention are: collagen, antioxidants derived from flowers and fruits and other skin health components, lutein and zeaxanthin, anthocyanins and other visual health-related components, DHA, phosphatidylserine, N-acetylneuraminic acid , Cis-15-tetracosenoic acid and other brain health ingredients, γ-aminobutyric acid and other mood-relaxing ingredients, inulin, oligosaccharides, dietary fiber, probiotics, enzymes and other digestive health ingredients, curcumin, low Polypeptide and other ingredients have both the functions of relieving alcohol and relieving physical fatigue. Natural plants (such as dendrobium, turmeric, inulin, mulberry, etc.), plant proteins (such as pea protein, etc.), natural pigments (such as anthocyanins, curcumin, etc.), natural flavors (such as roses, etc.). In terms of excipients, the plant sweeteners steviol glycosides, oligofructose, and sugar alcohols that substitute sugar are also worthy of attention. China's unique medicine and food are also worth exploring, such as herbal herbal tea, honeysuckle, prickly pear juice, raspberry juice, sea buckthorn juice, wolfberry juice, myrobalan drink and so on.

  In terms of process morphology innovation: autoclaving processes that avoid adding preservatives, traditional brewing processes, low-temperature processes, and other processes that avoid artificial addition and nutrient loss are more popular. Beverages prepared by traditional fermentation processes such as enzymes and fruit vinegar are also increasingly popular due to their unique flavor and nutritional value. Generally speaking, herbal tea, flower water, fruit juice, vegetable protein, fermented beverages, etc. are all good innovation directions for health beverages.