Heavyweight: After sparkling water, this category will become the next "hot" category in the beverage market!

In the future, health preservation is an attitude to life!

In the post-epidemic era, Chinese-style training has become a hot spot in the industry

CBNdata's "2020 Chinese Health Care Industry Insight Report" shows that when consumers start to have sub-health problems, more than 80% of them attach importance to self-cultivation, and more than half of domestic consumers tend to use "food supplements" to nourish themselves.

In fact, the concept of nourishment has been deeply ingrained in the minds of consumers.
Coupled with the stimulus of the epidemic, Chinese-style regimens with traditional Chinese medicine conditioning and traditional nourishment as the mainstream have gradually become popular, and the health and nourishment industry has seen strong consumer demand this year.

Image source: CBNdata "2020 Chinese Health Care Industry Insights"

According to the CBNData "Report", the online traditional nourishing consumer market has accelerated its growth in the past three years, showing a younger trend, and the proportion and growth rate of consumption in the fourth-tier and below cities have increased significantly.

Among them, female consumers are more willing to invest in traditional nourishment to maintain their health.
From the perspective of consumption data, related tonics with dampness elimination and Qi blood improvement are the most popular.

Chinese tonic has encountered new opportunities for growth in recent years.

On the one hand, people are paying more and more attention to health, on the other hand, young people with higher consumption levels have joined the army of health preservation.
In addition to popular health foods such as sesame, wolfberry, and red dates, which have become more and more popular choices for young people's punk health care, traditional high-end nourishing products such as bird's nest, ginseng and donkey-hide gelatin have also begun to enter the daily health care scene of young people [1].

"Slow stewing" time cost is high, delicate life is a bit "expensive"

"Slow stewing" time cost is high, delicate life is a bit "expensive"

Health preservation is no longer an exclusive term for the middle-aged and elderly groups.

More and more young Buddhists have begun to join the health preservation group.
Codonopsis pilosula and wolfberry mugs have replaced beer barbecue crayfish.
For three meals, steaming and stewing meals are used instead of fried, fried, pasted, and fried meals.
Therefore, more and more kitchen appliance brands are focusing on the ceramic electric cooker market.
Ceramic electric cookers can achieve slow cooking and lock the food.
Nourishment, no overflow of the pot, power failure to prevent dry burning, safer than traditional stew pots to meet the user's dual needs for health and safety [2].

In addition, a "Report on Young People's Health Consumption Trends" released by CBNData shows that the post-90s generations carry the banner of "after-effects health preservation", with one hand tonic and one pot.

Data source: CBNdata "Report on Young People's Health Consumption Trends"

The 24-year-old Zhong Bai is an out-and-out new media social animal, but 996's life did not dispel her idea of ​​"exquisite life".

Eight months ago, in order to adhere to the flag of "Live well and eat seriously", Zhong Bai successively bought small appliances such as electric cookers and juicers.
"When I buy an electric cooker, I want to make a soup of Cantonese style, because I especially yearn for a healthy lifestyle.
" Zhong Bai said.

Exquisite life is so tiring, these small appliances eventually flow to Xianyu.

"Too lazy to use" and "I used to think I was very diligent" are also frequent reasons for changing hands.
Feeling parted from the pursuit of satisfaction, the depreciation speed of small home appliances can't keep up with the iteration of popular life concepts.

Although everyone wants life satisfaction, the time and energy cost to maintain it is too high.

Especially for young people in first- and second-tier cities, they are busy with work and small living space.
The hoarding of small home appliances has become an annoying thing to occupy space.
From time to time, they remind themselves: social animals insist on talking about the quality of life, and ultimately hurt their own IQ and wallet[3].

From the kitchen to the tip of the tongue, from the "health kitchen" to see "instant health soup"

From the kitchen to the tip of the tongue, from the "health kitchen" to see "instant health soup"

What is your impression of Chinese medicine? Rows of Baizi cabinets? Or is it the medicinal soup that mother stewed, greasy and full of bitterness? Tongrentang changed its image of "medicine" in the past, focusing on the concept of "health preservation", which is well integrated with catering.

"Goji berry latte, cinnamon cappuccino, Poria coix and tangerine peel stewed duck.
.
.
" Coffee is added with "medicinal materials", and the new Tongrentang store has now become the "mecca of online celebrities" for young people in Beijing.

Technomic's 2016 Healthy Eating Report shows that nearly 40% of consumers are more willing to go to restaurants that provide healthy meal options.
As for soups, the inherent "healthy" attributes are well suited to consumers' demands for healthy diets.
This has also contributed to the rapid development of various soup brands.

"A Cup of Soup" won the first batch of seed users with the health label.
After that, the online instant soups were transformed to the main concept of "health preservation and light food".
With the professional soup collocation, users only need microwave heating, and they can drink the thick soup that has been boiled for 3 hours in 3 minutes.

Image source: I miss you official flagship store

"Miss You" uses its own freeze-drying technology to freeze-dehydrate and dry the red jujube soup, which has been stewed for 6 hours, for consumers to boil and eat.
Qing Feifei aims at women's light meal replacement needs.
With a healthy, fashionable and delicious style, it won the "2017 Convenient Food Innovation Award".

Nestlé's healthy ready-to-drink soup "Xing Shan" includes rose pomegranate plant drink, loquat honeysuckle plant drink, honey inulin plant drink, ginseng and wolfberry thick chicken soup, cordyceps militaris and yellow essence chicken soup and collagen and red dates thick chicken soup.

Xiaoxian stew leads the nourishing list, making Chinese nourishing easier

Xiaoxian stew leads the nourishing list, making Chinese nourishing easier

For the nourishing industry, consumers' biggest needs are nourishing effects and quality.
Chinese people have been eating bird's nest for a long time.
As a precious nourishing ingredient, it has the effects of nourishing yin and lungs, nourishing qi and nourishing the skin.
However, the traditional dried bird's nest market is mixed with fish items.
It is necessary to carefully select and stew carefully, which is time-consuming and labor-intensive for consumers.
The instant bird's nests that appear afterwards are eaten immediately after opening the lid, but as canned food, their shelf life is more than 1 Years, there is a risk of additives.
The fresh stewed bird's nest launched by Xiaoxian stew adopts the patented fresh stew technology.
The ingredients are only bird's nest, rock sugar and pure water.
The ingredients are only bird's nest, rock sugar and purified water.
The shelf life is 15 days.
It is delivered cold and fresh every week to effectively retain the nutrition of bird's nest.
In response to the diverse needs of current users for freshness, nutrition, health, and convenience, it has innovatively opened a new era of bird's nest products.
According to Euromonitor International's data, Xiaoxian Stew has ranked first in the country's sales of fresh stewed bird's nest for three consecutive years from 2017 to 2019.

Image source: Xiaoxian stew flagship store

The big health trend is everywhere, and the "simmering" era is fully set sail

The big health trend is everywhere, and the "simmering" era is fully set sail

In recent years, with the improvement of people's quality of life, everyone's demand for a healthy life is increasing day by day.
Global data research company Nielsen found in 2020 that 75% of consumers in the Chinese market are beginning to pay attention to health and are willing to spend more on health products.
Among them, the selling points of products that consumers pay high attention to include natural raw materials, high-quality raw materials, rich nutrition, rich vitamins, and delicious flavors.

Consumers are willing to spend more money on health products

Consumers are willing to spend more money on health products

Affected by the global epidemic in 2020, there will be a wave of big health drinks, and the "stewed" drinks that are in depth with the above selling points stand out.
The key point is that from the perspective of "stewed" products, "stewed" is a fairly healthy way of cooking, which is in line with the traditional Chinese eating habits.
First of all, the temperature of "simmering" does not exceed 100°C, which can lock most of the nutrients; secondly, after the scriptures are cooked slowly, it is very suitable for the elderly, children and people with poor gastrointestinal function; finally, the low heat is slow to cook.
It can make the ingredients very tasty and delicious.

It can be seen that "stewed" beverages are in line with consumers' needs for big health drinks, whether from the perspective of delicious inheritance, nutrition, or health.

In recent years, there has been a popular product "outlet" every year.
At the end of 2020, a large number of companies are aiming at the pear juice category to start again.
Behind it is the gene paving of pear juice's own category attributes: the slightly sweet taste of pear juice drink has no obvious consumption boundary between north and south; the efficacy and characteristics of pears to nourish lungs and clear fire are known to the public without education; rock sugar Sydney pear classics have been cultivated for many years.
There is a market basis.

Relying on the 30 billion pear juice market basis and the cognitive basis for the efficacy of clearing heat and nourishing the lungs, Runfila, driven by the catalysis of the epidemic, uses precise brand naming and positioning, and launches "the stewed pears are good pear soup" pears.
Juice drinks.

In 2020, Tangshan Yangwei Drinks will enter the market with traditional cognition, rich value, and mature raw material deep processing technology on the basis of "stewed" beverages meeting health needs, becoming a new vane of stewed drinks.

summary

summary

Many people's understanding of the trend of young people's body training still stays on the "punk body" paragraph.
As everyone knows, contemporary young people have silently turned their attention to "replenishing qi, nourishing blood, dispelling dampness, reducing fire, helping sleep.
.
.
" these "realistic" methods of self-cultivation.

There are many types of Chinese tonic products and their nutritional value is extremely high.
However, because the barriers to entry in the Chinese tonic industry are quite high, they are still at a relatively traditional eating stage.
A large number of products need to be cooked and stewed by themselves, which is time-consuming and labor-intensive.
With standardized technology and production capacity, the high-quality raw materials, the stewing process, and the optimal formula are reintegrated to make the time-consuming and labor-intensive Chinese nourishing method more convenient, while retaining the maximum nutrition and keeping freshness.

With the fast-paced lifestyle of consumers, eating convenience has become the main driving force for the development of the "stewed" beverage market.
In summary, with the upgrading of consumption concepts, consumers have also put forward more diversified needs for beverages, and they must show their individuality while satisfying health.

The stew battle is about to start, who will win this battle?

Source: First Food News HD

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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