QHBake Candy Machine

The development market of functional gums

New health food such as functional soft candy not only provides consumers with multi-scene experience, but also points out the direction for the future development of the industry.

In recent years, with the accelerated upgrading of the national health consumption concept and consumer demand, more and more consumers begin to pay attention to the taste and appearance level of functional food.

From tablets and capsules to jelly candy, functional foods are becoming more and more like “food.”

In February this year, the State Administration for Market Regulation issued the “Health Food Record Dosage Form and Technical Requirements (2021 Edition)”, which for the first time included the gelatin candy in the form of food into the health food record dosage form.

According to the announcement, gelatin candies will be officially put on record in June this year, meaning that soft candies can quickly wear the blue hat of health food through filing system.

Nowadays, functional soft candy and other new health food not only provide consumers with multi-scene experience, but also point out the direction for the future development of the industry.

01. A number of enterprises add code function jelly

The global functional sugar market is expected to grow at a CAGR of 4% from 2019 to 2025.

In the case of vitamin fudge, the data indicate a positive outlook for the fudge vitamin market with a CAGR of about 6%, which is expected to grow from about $3.1 billion in 2018 to about $5.8 billion in 2029.

Among them, the consumption of fudge vitamins is high among women, and children will be the main consumers of fudge vitamins by 2024.

According to data from the China Institute of Commerce, the market size of functional food is expected to exceed 600 billion yuan in 2022.

With the gradual expansion of functional food market scale, many functional food start-up brands are rising against the trend.

At present, there are fudge with vitamin and mineral supplements, DHA fudge, yeast zinc fudge, probiotic fudge, melonin fudge, collagen fudge and other products on the market.

Anginuit, Tomson By-Health, English, Amway, Xianle Health and other brands have started to layout the dosage form.

From tablets and capsules to jelly candy, functional foods are becoming more and more like “food.”

On the one hand, traditional health food enterprises are constantly looking for breakthroughs in product forms to make them more like “food”;

On the other hand, ordinary food and beverage enterprises have also begun to play functional banner, want to add “function” to ordinary food.

It is reported that functional food brands “Buffx” and “Minayo” have received tens of millions of yuan of A round of financing.

Targeting its audience at a younger age, the Buffx brand has partnered with organizations that produce formula foods for special medical uses to research and develop fudge products with functional ingredients that allow consumers to supplement their nutrition while satisfying their taste buds.

The company has lutein ester blueberry eye candy, vitamin C candy, γ-aminobutyric acid candy, ginger (black) candy and other functional candy products.

Minayo’s multidimensional fudge is on Tmall’s top-selling confectionery list.

Many companies are overweight functional jelly market, in order to meet the needs of consumers in different scenarios, the aurora borealis venture partners, said Lin road lifestyle change is a big trend, the current health of health food and leisure food consumption demand have been in the United States, Japan and other developed markets verified, in our country is still belong to high growth increment of the market,

The rapid rise of the demand side will accelerate the reverse to promote the orderly opening of policies.

With strong supply chain organizational and operational capabilities to bring safe and innovative functional food for consumers.

02. Open the young market breakthrough

In recent years, the rise of functional soft candy has opened a breakthrough for the young market of health food.

“Eating the most expensive health care products and staying up late at night”, this playful network buzzword “punk health preservation” tells the daily life and health care of many young people.

The previously familiar health food has quietly changed into colorful soft candy, jelly and beverage, which enables the young people in pursuit of individual consumption to realize health preservation unknowingly.

More than half of China’s post-1990s generation suffer from hair loss, hair loss and impaired vision, while about 40% are obese and exercise impaired, and 30% have weakened immunity, according to a report on young people’s health consumption trends released by CBNData, a business data center based on China Business News.

Healthy consumption has become a normal demand for more and more young people.

Jingdong data shows that in 2020, the “post-1995” health consumption increased by more than two times.

According to data from CBNData and Alibaba, in the past three years, the post-90s generation has become the backbone of online shopping for nourishment products.

“Sour and sweet, eat up also no burden, all when to eat snacks.”

Many young people live in a fast pace of life and pursue high efficiency and instant enjoyment. Compared with traditional health-preserving food materials that need to be steamed, boiled, stewed or boiled, young people prefer “ready to eat” and nourishing products with good taste.

The consumer trends report released by Tmall shows that in the past year, emerging consumers’ pursuit of “health” and “beauty” has made health care “fast digesting”.

Health care products in the form of snacks, vitamins, melatonin, fish oil are presented in the form of soft candy, even hyaluronic acid, nicotinamide and other beauty ingredients can be taken orally.

03. Fudge dosage form products are growing rapidly

As consumers born in the 1990s and 1995s start to become the main consumers, young people pay more attention to the selling points of products such as fun, high appearance level and convenience.

Therefore, soft candy dosage form products are growing at a high speed.

On By-Health’s e-commerce platform, products suitable for young people’s consumption habits, such as DHA soft candy and collagen-based drinks flavored with honey peaches, are selling like hot cakes.

Time-honored brands and snack brands have also felt the heat wave and joined the team of “punk health”.

The cafe opened by Tongrentang uses a cup of “wolfberry latte” to meet the dual needs of young people to maintain a fashionable lifestyle and keep healthy. Pharmaceutical companies such as Fang Huichun Tang, Hu Qingyu Tang and Pan Gaishou have launched black sesame pills with independent packaging to help young people “stabilize hair and nourish hair”.

Three squirrels launched nutritious snacks such as red dates and wolfberry pills and red beans and coix seeds pills.

Wonderlab also offers oral hyaluronic acid fudge and sleep bonbons.

But it is worth noting that some businesses play a marginal ball, under the name of snacks, through exaggerated publicity, trying to promote health food or even medicine.

Compared with the real snacks that pretend to be health food, the harm of “fake snacks” that conceal the effect of medicine should be vigilant.

“Some so-called natural fat-burning milk tablets and slimming sugar on the market, even the effective ingredients are not clear, selling is willing to be hooked.”

A dietitian blogger warns consumers.

04. Leading the direction of future consumption

The emergence of functional soft candy and other new health food points out the direction for the future development of the industry.

Industry insiders said that China’s existing functional soft candy production enterprises are few, to enhance the production capacity of functional soft candy in China is the future development of the industry needs to focus on consideration.

Functional jelly candy is a consumption trend jointly promoted and paid attention to by the new generation of consumers, which provides the convenient possibility of health preservation and health care anytime and anywhere in multiple scenes.

According to Grand View Research, the global functional food market is expected to reach $275.77 billion by 2025, with a compound annual growth rate of 7.9% over the forecast period.

In China, functional food market is developing rapidly. Enterprises should seize the opportunity of differentiation in market segments, deeply explore and innovate consumer demands, and build core competitiveness.

Consumers are more inclined to soft candy health food in terms of taste and appearance level, which gives rise to a new consumption pattern of functional candy.

功能性软糖等新型保健食品不仅为消费者提供了多场景体验,同时也为产业未来发展指明了方向。

近年来,随着国民健康消费观念和消费需求的加速升级,越来越多的消费者开始注重功能性食品的口感和颜值。从片剂胶囊到软糖果冻,功能性食品越来越像“食品”了。今年2月国家市场监管总局发布的《保健食品备案产品剂型及技术要求(2021年版)》,首次将属于食品形态的凝胶糖果纳入了保健食品备案剂型。根据公告,凝胶糖果将于今年6月正式启动备案,意味着通过备案制,软糖也可以快速戴上保健食品的蓝帽子。如今,功能性软糖等新型保健食品不仅为消费者提供了多场景体验,同时也为产业未来发展指明了方向。

01

多家企业加码功能软糖

全球功能糖市场2019年到2025年的复合年增长率为4%。以维生素软糖为例,相关数据表明,软糖维生素市场的前景乐观,复合年增长率约为6%,预计将从2018年的约31亿美元增长到2029年的约58亿美元。其中,女性对软糖维生素的消费量很高,而到2024年,儿童将成为维生素软糖的主要消费者。据中商产业研究院的数据显示,预计2022年功能性食品市场规模将突破6000亿元。

随着功能性食品市场规模的逐步扩大,众多功能性食品初创品牌逆势崛起。目前,市面上有补充维生素、矿物质的软糖,DHA软糖,酵母锌软糖,益生菌软糖,褪黑素软糖,胶原蛋白软糖等产品。安琪纽特、汤臣倍健、英吉利、安利、仙乐健康等品牌均已开始布局该剂型。从片剂胶囊到软糖果冻,功能性食品越来越像“食品”了。一方面,传统保健食品企业在产品形态上不断寻找突破,使之更像“食品”;另一方面,普通食品饮料企业也纷纷开始打出功能性大旗,想要给普通食品加点“功能”。

据悉,功能性食品品牌“BUFFX”和“minayo”都获数千万元A轮融资。BUFFX品牌将用户锁定在年轻群体,与生产特殊医学用途配方食品的机构合作进行研发,在软糖产品中添加功能性成分,使消费者补充营养的同时,又可以满足味蕾。该公司有叶黄素酯蓝莓护眼软糖、维生素C软糖、γ-氨基丁酸软糖、生姜(黑)软糖等多个功能性软糖产品。而minayo品牌的多维软糖则入围天猫高端糖果销量榜。

众多企业纷纷加码功能性软糖市场,为了满足消费者在不同场景下的需求,北极光创投合伙人林路表示,生活方式健康化是当前的一大趋势,保健食品和休闲食品健康化的消费需求均已在美、日等发达国家市场得到验证,在我国仍属于具有极高成长性的增量市场,需求端的快速崛起将反向加速推动政策的有序放开。借助强势的供应链组织能力和运营能力为消费者带来安全、创新的功能性食品。

02

打开年轻市场突破口

近年来,功能性软糖的兴起,为保健食品打开了年轻市场的突破口。“吃着最贵的保健品,熬着最晚的夜”,这个充满戏谑意味的网络流行语“朋克养生”,道出不少年轻人生活和保健的日常。此前人们熟悉的保健食品,悄悄变身色彩斑斓的软糖、果冻、饮料,让追求个性消费的年轻群体在不知不觉中实现养生。

第一财经商业数据中心CBNData发布的《年轻人养生消费趋势报告》显示,我国半数以上的“90后”有脱发、掉发、视力减弱的困扰,同时约有四成存在肥胖、运动能力下降的情况,还有三成出现免疫力下降的问题。健康消费已经成为越来越多年轻人的常态化需求。京东数据显示,2020年,“95后”养生消费增长超两倍。CBNData和阿里数据显示,近3年来,“90后”已成为线上购买滋补营养品的中坚力量。

“酸酸甜甜的,吃起来也没什么负担,全当吃零食啦。”不少当代年轻人生活节奏快、追求高效率和即时享受,相比于传统需要蒸、煮、炖、熬才能食用的养生食材,年轻人更青睐“开袋即食”和口感好的滋补营养品。

天猫发布的消费趋势报告显示,过去一年,新兴消费者对“健康”与“美丽”的追求,让养生走向“快消化”。保健产品剂型零食化,维生素、褪黑素、鱼油纷纷以软糖形式呈现,连玻尿酸、烟酰胺等美容成分也能口服食用。

03

软糖剂型产品高速增长

随着90后、95后消费者开始成为消费主力,年轻一族更关注好玩、高颜值、方便等产品卖点。因此,软糖剂型产品正在高速增长。

在汤臣倍健的电商平台店铺内,DHA软糖、水蜜桃口味的胶原蛋白饮料等符合年轻人消费习惯的商品热销。老字号、零食品牌也感受到了这股热浪,加入“朋克养生”的队伍。同仁堂开设的咖啡馆,用一杯“枸杞拿铁”满足了年轻人维持潮流生活方式和养生的双重需求,方回春堂、胡庆余堂、潘高寿等药企推出了独立包装的黑芝麻丸帮助年轻人“固发养发”。三只松鼠推出了滋补零食红枣枸杞丸、红豆薏仁丸等。WonderLab也推出口服玻尿酸软糖、睡眠夹心软糖。

但值得注意的是,一些商家打起了擦边球,以零食之名,通过夸大宣传,试图行保健食品甚至药品之实。相比于披着保健食品功效的真零食,暗藏药品功效的“假零食”带来的危害值得警惕。“市面上一些号称天然的燃脂奶片、减肥糖,连有效成分都说不清楚,卖的就是愿者上钩。”一位营养师博主提醒消费者。

04

引领未来消费风向

功能性软糖等新型的保健食品的出现,为产业未来发展指明了方向。有业内人士表示,我国现有的功能性软糖生产企业较少,提升我国功能性软糖生产能力是行业未来发展中需重点考虑的。

功能性软糖是新生代消费者共同推动和关注的消费趋势,提供多场景、随时随地皆可养生、保健的便捷可能。根据Grand View Research的报告,到2025年,全球功能性食品市场规模预计将达到2757.7亿美元(约为18112亿元人民币),在预测期内,复合年增长率将达到7.9%。

在我国功能性食品市场正在高速发展,企业应抓住细分市场的差异化机遇,深度挖掘和创新消费者需求,打造核心竞争力。消费者更倾向于口感、颜值等方面的软糖保健食品,滋生了功能性糖果消费新模式。

 

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