Seize the opportunity in the new track of healthy food, domestic snacks blow the "healthy wind"

Provide high-quality products that meet the health needs and eating habits of domestic consumers——

Domestic snacks blow the "healthy wind"

The people take food as the sky
.
With the continuous improvement of living standards, people are paying more and more attention to health, not only eating three meals a day, but also eating healthy snacks outside of meals
.
Leisure snacks are foods that people eat at leisure and rest, and in a broad sense, nut fried goods, biscuits and pastries, candy cheese, puffed foods, marinated meats, tea brewing, etc.
belong to this category
.

At present, new concepts such as "light diet", "low-sugar diet" and "natural additive-free" are affecting the trend of the snack industry
.
In this regard, some domestic brands accurately grasp the market dynamics, through technology research and development and innovation iteration, to provide consumers with high-quality products that meet health needs and eating habits, and strive to seize the opportunity
on the new track of health food.

"Health" has become a general trend

The Chinese snack market is a big cake
.
According to the "2022 China Leisure Snack Industry Research Report", the compound annual growth rate of China's leisure snack market has maintained more than 11% in the past 7 years, and is expected to exceed 1.
5 trillion yuan
in 2022.

In the rapid growth, snack health has become an important trend
in the market.
Based on the sales data of various e-commerce platforms, online sales of leisure snacks in 2022 have steadily increased since mid-February, among which snack foods with "health" as the keyword have increased significantly
compared with the same period last year.

"Drinks need to be sugar-free, snacks should preferably be high-fiber, and staples
should be easily digestible.
" Ms.
Liu, who is shopping for food at a supermarket in Beijing's Chaoyang District, said, "Now that the standard of living has improved, she no longer worries about not having enough to eat, but is worried that excessive and unbalanced nutritional intake will lead to 'sub-health'
in the body.
" Eating healthy and reassuring is the main consideration in my daily food selection
.
Ms.
95 from Wuxi, Jiangsu Province, said: "I will buy preservative-free and additive-free food as much as possible, I think it is more beneficial to health
.
" ”

In the face of changes in the consumer market, many snack companies are also adjusting their business strategies
.
Some emerging domestic brands aim at the rapid rise of young groups, while there are also old domestic products that are honest and innovative, striving to create a young and healthy image
of the brand.
In order to meet the health needs of consumers, Shanghaojia tried to transform fruit juice into vitamin-rich carbonated fruit juice and high-end coffee, hard candy to herbal sugar, and use small packages, focusing on controllable intake; The good shop has successively launched the children's snack sub-brand "Xiaoshixian" and the healthy meal replacement snack sub-brand "Good Taste Feiyang"; Qiaqia Food launched a product called "Kwai Zhen", priced up to 100 yuan, with health and light luxury as the label.
.
.

Su Siyu, a national first-level nutritionist, said that in the past, everyone bought snacks to see whether the packaging was not beautiful and whether the advertising was good, but now consumption tends to be more rational, and healthy snacks meet the new consumer demand
.

"Eat well" but also "delicious"

The so-called healthy snack is based on following the law of addition and subtraction of ingredients, and further focuses on the subdivision
of raw materials, process technology and function.
To become a "healthy snack", we must first meet the "one plus one subtraction": that is, add in the direction of high protein and high fiber, and subtract in the direction of sugar and fat
.
At the same time, oats, acai, beetroot, turmeric, barley, chia seeds, quinoa and other crops are used in raw materials, and low-temperature baking, freeze-dried, non-fried, low-temperature dehydration and other technologies are used in the process, and the functionality
of snacks is increased by adding vitamins, zinc, selenium, probiotics and other elements.

For example, a few finger-sized protein bars may now provide energy
for a meal.
At a gym in Shanghai's Jing'an district, citizen Guo Wenqi finished a set of strength training, and between breaks, he pulled two meal replacement protein bars from his backpack and ate them
.
After a while, the hunger was swept away
.
"Meal replacement protein bars are not only satiety, but also low in calories and nutrient-dense, which is great for me to fuel
during my workout.
" Guo Wenqi said
.

"Protein can provide the human body with necessary nutrients and energy, and dietary fiber has the characteristics of water absorption and expansion after reaching the stomach, which can enhance the satiety of the human body
.
" Through the consumption of protein bar products, timely supplement the body's need for the above nutrients to achieve energy supplementation
.
Zhang Guangming, founder and CEO of ffit8 brand, said, "Taking ffit8's protein bar as an example, under the premise of ensuring the high fiber and high protein of the product itself, we especially use small molecules with high absorption rate protein technology to promote the high absorption of protein by the human body, so as to achieve the purpose of
nutrition and satiety.
" ”

As a domestic old brand deeply engaged in the food and beverage industry, Wahaha began to develop healthy food in 2010 to provide consumers with more choices
.

"From the beginning of satisfying the needs of the mouth and stomach to the pursuit of health value today, people have gradually paid attention to their sub-health problems and preferred 'low-sugar' and 'sugar-free' drinks
.
" Wahaha said
.
At present, Wahaha not only continues to develop new health drinks, but also carries out low-saccharification and no-glycation upgrades for best-selling drinks such as Nutrition Express and Very Cola, and has launched more than 40 low-sugar or sugar-free products, which are welcomed
by consumers.

Taking soda as an example, Wahaha began to develop healthier soda drinks
more than a decade ago.
The relevant person in charge of Wahaha introduced: "The 'pH 9.
0 soda drink' we launched adopts the fourth generation of water purification technology, that is, nano filtration water treatment comprehensive purification technology and water electrolysis treatment system, so that soda water is not only healthier, but also tastes better
.
”

In order to stand out in the fierce market competition, domestic healthy snacks should not only pay attention to the nutritional value and health function of the food itself, but also meet the taste buds of consumers as much as possible, so as to achieve both healthy and delicious
.

Zhao Jie, who lives in Wuliqiao Street, Huangpu District, Shanghai, has recently been controlling her weight, which requires her to choose low-salt, low-sugar and low-fat foods as much as possible, but the relatively weak taste and rough taste of traditional health foods make her bluntly say that "food is tasteless"
.

Searching for keywords such as "delicious" and "healthy food" on social platforms, Zhao Jie learned about the popular "Academy of Agricultural Sciences Cuisine" series
on the Internet.
"Academy of Agricultural Sciences cuisine" generally refers to healthy foods developed by university agricultural institutions, which focus on reducing additives and ensuring the deliciousness
of food as much as possible.
Among them, a product called "Xida Konjac" has been loved by Zhao Jie
.
"This konjac product is not only low in calories and satiety, but also refreshing
.
The brand also has a variety of meal replacement types, including konjac low-fat sticks, konjac egg rolls, konjac silk, etc.
, which can provide more flavor options
for my fat loss process.
Zhao Jie said
.

Taste is a housekeeping skill that snacks cannot be lost
.
When explaining the reasons for the popularity of Nishida Konjac, Chairman Tang Yulan mentioned the abundance of flavor options
.
"We give konjac snacks a variety of varieties and flavors
according to consumer needs.
" This experience is also confirmed by Zhang Guangming: "According to the taste preferences of Chinese, we have developed beef-flavored and hotpot-flavored protein bars, which taste good in order to further capture the stomach
of consumers.
" ”

Technical content is key

In the increasingly fierce competition in the health food market, how should domestic brands promote their own sustainable development, make products "healthy and delicious", and win market recognition? Technological innovation and independent research and development are the key to breaking the game
.

Taking Wahaha probiotic products as an example, at the beginning of development, the group was in trouble
due to lack of relevant technology.
"At that time, due to the relative lack of independent probiotic strains, we had to import foreign strains for production, which not only increased the production costs of enterprises, but sometimes 'foreign strains' were not suitable for the national physique, which restricted our development of more functional probiotic products
.
" Wahaha said
.

To this end, Wahaha's scientific research team combines the traditional theory of traditional Chinese medicine food therapy with bioengineering, modern extraction and other technologies, and focuses on the selection and breeding of probiotic strains and their industrialization and application research
.
Wahaha introduced that after nearly 10 years of efforts, in the field of functional probiotics, Wahaha has successfully developed more than 10 kinds of probiotic strains with completely independent intellectual property rights, and established a strain resource bank with more than 4,500 strains, effectively breaking the shackles of relying on "foreign strains" and enabling the company to show its strength in the field of probiotics
.

"Relying on Southwest University, increasing the integration of industry, education and research and application development and investment is our core starting point
.
" According to Tang Yulan, since 1979, Professor Liu Peiying of Southwest Agricultural University (the predecessor of Southwest University) has promoted the establishment of the earliest konjac research and development team in China, specializing in various academic research and practice
of konjac.
After that, Professor Zhang Shenglin, a student of Liu Peiying and now the director of the Konjac Research Center of Southwest University, followed the steps of his mentor and conducted further in-depth research on konjac varieties, and related scientific and technological achievements were frequently published
.
Today, Xida Konjac is backed by the Konjac Research Center of Southwest University, striving to apply cutting-edge university scientific research results to the production of
health food.

"Inheriting the scientific research achievements of several generations of konjac experts in the field of konjac, Xida Konjac focuses on in-depth research and development of konjac ingredients, and actively promotes the transformation
of konjac scientific research in the direction of marketization and industrialization.
To this end, our R&D team not only strengthens the cultivation of new varieties of konjac, but also benchmarks intelligent R&D with market demand, realizes iterative upgrading of products, and gives full play to the health value
of konjac.
Tang Yulan said
.

For ffit8, "independent research and development" is deeply imprinted in
the brand DNA.
Zhang Guangming is very precious about the company's scientific research and innovation: "ffit8 has opened a special protein innovation laboratory and has a number of national invention patents, such as a new generation of small molecule high absorption protein technology and double oat protein technology, etc.
, and has won the national science and technology innovation award
.
We are committed to promoting technological innovation and the organic integration of Chinese food values, and strive to make food healthier and cleaner ingredient lists through technology, so as to provide a healthy and quality of life eating style for diligent and busy
Chinese.
”

The relevant person in charge of Wahaha said: "In the future, Wahaha will continue to carry out independent research and development of key raw materials from the aspects of product lines, R&D lines and manufacturing lines, and expand the scale
of the strain resource bank.
We will continue to innovate in our products, keenly understand the growing health needs of consumers, and provide more nutritious and healthy foods
.
”

(Ding Meidong)