Health products/functional foods 22 years Q2 high potential opportunity interpretation

The main points of this article

1. Corn yellow quality

: In 2021, the market size of China’s eye nutritional products reached 2.88 billion, CAGR was 22.8%, and it was expected to reach 4.7 billion in 2024. The overall demand for eye protection is strong, but the track is highly homogeneous.

The reproduction of corn yellow and lutein is expected to differentiate the product effect while achieving differentiation, and to better reach consumers. When adding it in multi -dimensional, it is expected to make products in the category to accurately harvest eye fatigue, low immunity, and desire to resist the old office workers.

2. lutein omin

: The development of the “drumming flowers” type is often the development of a category of fudge products, achieving high -speed growth, a large number of players enter, and the market competition is fierce. In order to open source, head players introduce fugitive dosage and marketing resources into other categories.

Make the fudge segmentation category one after another to achieve high -speed growth. High -growth categories are in order of time order: melatonin — — multi -dimensional context -collagen fudge — probiotic olile — chloroplasia — chloroplasin.

3. Ginger

: For contemporary workers, staying up late and hangover are the norm. Based on this, the demand for hangover and liver protection shows a high -speed growth.

Colinelin sales were 92.53 million yuan in Q2, which continued to increase by 58.41%.

4. Coffee

: As an important component of delaying fatigue and improving endurance, caffeine has a low cost of education and is currently being excavated quickly.

With the development of head manufacturers’ products and marketing actions, the popularity of this ingredient is rising rapidly. In the future, the high -speed development path of taurine composition may be repeatedly engraved, which is worthy of focusing on attention.

Affected by the repeated depth of the 22-year epidemic, the overall growth rate of health products/functional food tracks slowed down (January-June of 22 years, Tao Department+JD Sales

34.529 billion yuan,

Sales increase year -on -year

8.7%,

Compared with the 47.3%growth rate of 47.3%in the first half of the 21st year). For the industry as a whole, the high -speed growth of health products/functional foods in 20 and 21 years has attracted a large number of players to enter the game (OTC manufacturers, raw materials suppliers, startups, overseas brands, etc.). It has gradually evolved into a red sea.

The strategy of various brands has gradually shifted from Latin New Expansion to a snatch, and the market competition is fierce.

For enterprises that enter the health product market, the upper strategy is to create a subdivision category and shape the impression of subdivisions = brand products (of course, this requires a high volume of content platform marketing). The above strategy is to find a high growth opportunity point to achieve product growth. The middle and lower strategies are the price reduction on the basis of the product force, fighting price wars, smashing money to fight traffic, and caught in a homogeneous dark forest.

The magic mirror was screened through its own big data

22 years of Q2 high potential health product detailed category and concept

It is expected that it can provide advice on the brand’s superiority and strategy, help the brand to seize the opportunity points in time, and achieve competitive advantages in the market for four or two pounds. The health product of this interpret

Corn yellow, lutein fudge, ginger, caffeine, caffeine

Please make a look …

01

The concept of high growth: corn yellow quality

Track interpretation

: Data show that in 2021, the market size of China’s eye nutritional products reached 2.88 billion, and CAGR was 22.8%, and it was expected to reach 4.7 billion in 2024. The overall demand for eye protection is strong, but the track is highly homogeneous. Most of the products on the market are concentrated in lutein and blueberry ingredients. As an important component of carotenoids, compared with lutein, corn yellow quality can not only protect vision and improve eye health, but also as strong anti -oxidation ingredients. It is expected to be applied to more fields.

At present, the corn yellow quality market has low awareness, less applications, but the growth rate is relatively fast. Adding this type of product to lutein is expected to differentiate the product effect while achieving differentiation, and to better reach consumers. Add it in multi -dimensional, and it is expected to make products in the category, accurately harvest eye fatigue, low immunity, and eager to resist the old office workers.

02

The concept of high growth: lutein ollen sugar

: In February 2021, the State Administration of Market Supervision and Management promulgated the “Dosage and Technical Requirements of Health Food Package Products (2021)”, which can also include gel candy (fudge) dosage products. scope. As a result, the entry threshold for fudge products has decreased, the administrative approval process has been simplified, the market listing time has accelerated, and health sugar has entered the golden development period.

The development of the “drumming” type of fugitive dosage type is often a category of fudge products exploding, achieving high -speed growth, a large number of players enter, and the market competition is fierce. In order to open source, head players introduce fugitives and marketing resources into other categories. Make other fudge categories jump one after another to achieve high -speed growth. High -growth categories are in order of time order: melatonin —— — multi -dimensional context -collagen fudge -probiotic olile — chloroplasia 软. At present, the total of 524 million yuan in lutein Q2, of which 129 million yuan is tiny, accounting for 24.6%, a year -on -year increase of over 500%of high -speed growth. At present, except for Top Jiu (Renhe), the rest are overseas brands. Domestic brands are expected to seize market vacancies and overtake curve.

03

The concept of high growth: ginger

: For contemporary workers, staying up late and hangover are the norm. Based on,

Demand demand for hangover and liver shows high -speed growth. Colinelin sales were 92.53 million yuan in Q2, which continued to increase by 58.41%.

At present, TOP brands are overseas brands of cross -border e -commerce. The industry head player Swisse combines thistle grass with turmeric, claiming to stay up late to relieve the liver and protect the liver and lead. FANCL focuses on the effect of hangover, and even chooses toasting pills as a scene to claim that the segmentation scenes are harvested by accurate people.

The main players in domestic functional foods can participate through the acquisition of overseas brands or cooperation with overseas brands to achieve differentiated competition.

04

The concept of high growth: caffeine

: With the explosion of Noterando taurine products, players of health products/functional food markets have seen the infinite potential of sports and fitness scenes. Traditional pharmaceutical leader Hehe and Jiangzhong brands have also taken advantage of Dongfeng to launch their own multi -dimensional taurine products. The main components and tracks of sports endurance have gradually become hot.

As an important component of delaying fatigue and increasing endurance, caffeine has a low cost of education and is currently being excavated quickly. Major brands have launched different forms of caffeine products.

Noterad launched caffeine drinks that specialize in the fitness scene of the fitness; Bayer used multi -component to enlighten new categories and focus on different scenes, and launched caffeine composite vitamin products. Tomson Bo Jian launched a refreshing refreshing film for taurine and coffee.

05

Conclusion

In the second quarter of the Capital Cold Winter, the smallest heat is 618, and each brand owner or investor will have such questions: “Is new consumption worth doing? Is consumption still a good business?”

Quoting Lu Xun’s sentence (not): “Surprising and New Year’s Eve.” Seize the opportunity of high potential and move with the wind. Perhaps new buds can be emitted in the cold winter.

With the development of head manufacturers’ products and marketing actions, the popularity of this ingredient is rising rapidly. In the future, the high -speed development path of taurine composition may be repeatedly engraved, which is worthy of focusing on attention.

Track interpretation

Track interpretation

Track interpretation

Product Recommendation: Prebiotics Soft Candy