Sleep is not good, before sleep eat a melatonin soft sugar;
Promote intestinal vitality, a glycosyl easily handle;
Stress causes hair loss, and eating vitamin soft sugar can grow back;
Beauty, no need to go to the beauty salon, small soft sugar can send hyaluronic acid and collagen into the body.
Generation Z young people have opened the "punk health care" era, while spending their youth on the deepest night, while having to keep healthy in advance for their body. In addition to "soaking wolfberry in the cup", young people will also keep healthy wishes on snacks.
Nowadays, functional snacks are being favored by more and more young people. Functional snacks are snacks with specific health functions. In attribute, most functional snacks do not have the "blue hat" certification of health food of the food administration of the food and drug administration, so it is not a strict health care product, but a common food.
In August last year, at the tmall functional snack strategic alliance conference, general manager of tmall food industry, Wuling, said that functional food is expected to reach 500billion in the next few years, of which functional snacks are expected to account for 150billion. According to the data of AI media consulting, the annual composite growth rate of Taobao live healthy snacks consumption in 2020 reached 362%.
At present, stepping on the functional snacks of health pain point of generation Z is attracting more and more brands and capital. However, there are many bubbles and undercurrents hidden in this magnificent blue sea.
one
New trends
The hot spot in the industry is due to the strong market demand.
Cbndata published the report on health care consumption trend of young people, which shows that more than half of the "post-90s" in China have hair loss, hair loss and vision loss, while about 40% of them have obesity, decreased motor ability, and 30% have problems of immunity decline. According to the National Health insight report 2020 by lilac doctor, the five health problems that perplex generation Z are bad skin condition, emotional problems, bad body, bad intestines and stomach, and poor sleep.
The problem has led to anxiety. According to the lilac doctor survey, more than half of the respondents had been worried about their sudden death, of which the proportion after 95 and 00 was higher than that of other ages. After 95 and 00, 7 and 9 per cent of people who are often or even worried about sudden death every day. This means that almost every 10 young people under 25 are often worried about their sudden death.
With the growth of young people's physical problems and health anxiety, health consumption gradually normalized. According to the report of the fast track Research Institute, 21.9% of the patients who used health care products for a long time in China, and nearly half of them occasionally use them. After 90, the consumers of nutrition and health care products accounted for 25.01%, which became the main consumer. According to the data of Beijing East, health care consumption in the past 2020 has increased by more than twice as much as twice in the past year.
In the "health regimen" of young people, food supplement is the main direction. But unlike the direction of the previous generation of warm and nourishing, although young people worry about their health, they can not spend too much time on health care because of their fast-paced life, and "ready to eat" has become the word to attract consumers of generation Z. According to the report on health care consumption trend of young people, the sales scale of tmall ready to eat nutritious nutritious products continued to increase from 2017 to 2019, with a year-on-year growth rate increasing.
Functional snacks meet the Z generation's imagination of health preservation, namely, they have functional ingredients of health products, and have the taste of snacks. Moreover, they are small in package and easy to carry, and are suitable for consumption in fragmented scenes. The relationship between consumers and snacks is changing - people used to eat snacks for leisure, and now eating snacks has become a health-based demand and desire.
The change of consumption concept reversely promotes the updating of game rules in the health products industry. It has been proved that the traditional category boundary between health care products and snacks is being resolved, and the trend of integration of the two is gradually strengthened. This process of category integration forces the supply chain end to accelerate innovation, providing consumers with more comprehensive category selection, and thus greatly expand the market space that the existing functional snack brands can reach.
In recent years, traditional health products brands such as angel new, tangshengbijian, English, Amway, xianle health have started to layout functional snack track. The raw material supplier of hyaluronic acid, such as Huaxi biology, has already started to "cross-border" independent research and development and production of functional snacks. In addition, the strength of overseas brands and emerging functional snacks brands can not be underestimated.
Among snacks, soft sugar has the strongest compatibility, and is the most common form of functional snacks. Amway, a health product brand, has launched small n series snack nutrition supplement foods, including lutein ester soft sugar and vitamin C soft sugar; Because of the popular food shake wonderlab launched collagen soft sugar and sleep soft sugar; Buffx, a domestic functional food brand, has developed five functional categories, including eye protection, sleep, vibration promotion, immunity and healthy diet. The main products include buffx eat white kidney bean chewing candy tablets, buffx eyes xanthate blueberry soft sugar, buffx vitamin C water juice soft sugar, etc.
It is worth noting that although functional snacks are the integration of health products and snacks in form, it is the health care products industry's anti maintenance blow to the snack industry. Compared with snacks, health products have high technical barriers, and have a relatively mature nutrition production line. The production of functional snacks is "downward compatible". It can be seen that at present, the athletes on the functional snack track are mostly health care products enterprises with production advantages or biotechnology enterprises with technical advantages, and few snack enterprises.
two
Explosive power
Although the development of functional snack industry is still in the early stage, the future of the track is clear. The data show that the United States is the world's largest functional food market, with product penetration rate of more than 75% as reference, and the current penetration rate of functional food market in China is only 10%, and there is still a great room for improvement in the market. As a hot sub track of functional food, functional snacks' growth space and potential attract the attention of capital.
Buffx, for example, was founded in April, 2020. In the case of no product yet produced, relying on the idea of "functional component + soft sugar", it has obtained angel investment of Sequoia chinensis seed fund and plum blossom venture capital of more than ten million yuan. It turns out that buffx's products have not disappointed the investors. Two weeks after the launch, buffx became the top of the top hot sales list of this category of app, with the company's accumulated sales exceeding RMB 1 million. In September, buffx completed the financing of tens of millions of yuan pre-A round of capital led by GGV Jiyuan capital, and Sequoia China and meihua venture capital.
In April 2021, jinduoduo, an innovative candy enterprise, completed nearly 100 million yuan Angel round financing, and the secondary round financing was led by Fosun, and co founded great business and invested. From the revenue contribution, its child probiotic rubber sugar brand Bao Bao has created a high revenue for it. Jinduoduo also recently launched hyaluronic acid soft sugar.
The high appearance rate of olfactory capital in the functional snack industry confirms the bright future of the track, but there is obviously more possibility of functional snacks. At present, the market of functional snacks is far from mature, which is shown as single product category. Besides the soft sugar mentioned above, functional snacks on the market are mainly protein bars, jelly and fiber biscuits. In addition, the demand of consumers tends to be single, mainly focusing on weight management, intestinal regulation, whitening skin care, calcium supplement, etc. in combination with the current diversified health needs of the consumer market, more needs are waiting to be developed.
In the case of the immature consumer market, occupying the consumer's mind has become the main play of each major brand. It is reported that the promotion of functional products usually starts from "evaluation" - first endorsed by the platform evaluation of knowledge such as knowledge, fruit shell and so on; And then through the small red book, shaking, B station, a tiktok KOL, KOC evaluation guide, artists bring goods, etc., will be converted to the purchase rate; Then, it will enter into the stage of promotion with higher expenses such as the actor endorsement, the joint name of the electric competition and the sponsorship of variety arts film and television. At present, most of the functional snack brands are still in the first and second stages.
From the perspective of the consumer structure of functional snacks, this marketing mode has a high reach rate to target customers. According to the 2020 functional snack innovation trend report issued by tmall new product innovation center, 70% of the consumers of functional snacks are women. At the age and regional level, they are young and sinking, among which 18-24 age group accounts for the highest proportion, and the third tier and below urban passenger groups are more significant.
three
Foaming
Similar to the development track of health products in the past, the rise of functional snacks is accompanied by the "IQ tax" charges. In fact, in the functional snack market, marketing "God making" is common.
At the beginning of this year, the official website of the state health and Health Commission issued a "three new food" announcement, announcing that hyaluronic acid became a new food raw material. The brand reaction was rapid, and many kinds of hyaluronic acid soft sugar and hyaluronic acid drinks were announced to be available, and more hyaluronic acid snacks were ready to be released. It was soon pointed out that hyaluronic acid, although it can be used in food, has little use for beauty. However, science has proved that it has not cooled the marketing of the high-temperature hyaluronic acid, nor blocked the market and capital's enthusiasm for hyaluronic acid.
In recent years, the concept of substitute meal is hot, but many fitness bloggers say that the meal meal powder provides a very small sense of satiety, the content of nutrients is far lower than the intake of each meal recommended by the Chinese Nutrition Society. Most of the milk shake with low protein and high carbon water completely violates the concept of fat reduction of high protein and low carbon water, and even more consumers suffer from liver failure. At the end of 2020, when wonderlab's ads appeared in the circle of friends, the comment area was ridiculed.
The functional snack brand is driven by marketing in a short time, but the false publicity of "over words" is easy to roll over in the long-term user experience. More brands aim at the health anxiety and appearance anxiety of consumers for marketing, which will cause the consumers' disgust.
The marketing of product function is also facing market supervision. According to the state regulations, except for the health products with the health food mark "small blue hat" approved by the State Food and drug administration, other ordinary foods cannot publicize the efficacy of the products. In China, most functional snacks have not been endorsed by such authority, and brand marketing of product function is playing "friezing ball".
Marketing is hot, but in the key function, functional food industry is facing the bottleneck of innovation. A functional food practitioner revealed that it is difficult for each family to make great innovations in food efficacy, more importantly, to adjust the ratio or to recombine raw materials.
Countless facts show that the high growth brought by this marketing center model is unsustainable, and will someday backfire the brand.
With the growing health awareness of young consumers, the functional snack consumption market will still have a very high growth in the future, and the rise of demand side always accompanies the gradual maturity of the consumer market. When consumers' rational understanding of functional products is increasing and enthusiasm fades, the marketing threshold will decrease.
For functional snack brands, there is only one long-term healthy and sustainable growth model, that is, speaking with product force.