Health care industry digs deep into consumer demand

In recent years, China's health care industry has developed rapidly, the market capacity has continued to expand, and health care brands have also increased.

The industry will usher in a period of booming consumption

In the post-epidemic era, Chinese consumers continue to pay more attention to their own health, healthy consumption is gradually infiltrating many areas of life, and the consumer demand market is constantly expanding

The "Guiding Opinions on Promoting the Healthy Development of the Food Industry" issued by the National Development and Reform Commission and the Ministry of Industry and Information Technology pointed out that it is necessary to actively carry out food health efficacy evaluation, accelerate the development of infant formula food, food for the elderly and functional food that meets the needs of specific groups, and support the development of health care food.

Industry experts said that China's health food industry will usher in a period of booming consumption

Present the trend of "three modernizations" to strengthen product innovation

Ouyang Wen, an expert from the Direct Selling Expert Committee of the China Marketing Society, said that the health care industry is currently showing a trend of "three modernizations", one is younger

Relevant policies also provide the possibility for the diversification of health food

The rejuvenation of the consumer group has promoted the innovation of product categories

Under the superposition of multiple factors, the health care industry has a promising prospect

In the lineup entering the health care industry, there are food companies such as Xiwang Foods, upstream raw material manufacturers such as Bloomage Bio, and pharmaceutical companies such as Buchang Pharmaceutical.

In Fan Xiaojun's view, it is a good thing for large companies to enter the health care industry, which can further promote the integration and development of the industry

Policy dividends drive the industry forward

In 2021, "health" will still be one of the key words that cannot be avoided in modern society

According to the "Opinions of the Central Committee of the Communist Party of China and the State Council on Deepening Reform and Strengthening Food Safety Work", the Special Foods Department of the State Administration for Market Regulation actively promotes the dual-track operation of health food registration and filing, takes the lead in the comprehensive upgrade and transformation of the health food filing system, and continues to optimize the whole process of domestic health food filing.

Industry insiders pointed out that in terms of market supervision and product registration, the State Administration for Market Regulation implements inclusive and prudent supervision, and realizes the "dual-track system" of registration and filing for health food registration, forming a systematized supervision and regulation, technology and product standardization, which is conducive to the stability of the industry.

Zhang Zhaofeng, secretary-general of the Beijing Nutrition Society, said that the current health food filing management simplifies the approval process, creates conditions for companies to market related products more flexibly and quickly, and is also conducive to the promotion and sales of enterprises in the next step

In recent years, the health care channel system has undergone changes, and the sales channel has gradually declined, while the proportion of direct sales channels has decreased due to the impact of policy changes and the impact of new channels

(Comprehensive by Zhu Meiqiao)

"China Food News" (06 edition on January 12, 2022)

(Editor in charge: Zhu Meiqiao)