Healthy consumer demand is followed by someone

"Stay up the deepest night, eat the most expensive health food" and "goji berries in wine glasses" have become a trend of young people's health, and more and more young people join the health army, which also stimulates many health food companies to accelerate their layout
.
During this year's "Double 11", the demand for healthy consumption is still strong, and the consumption scene is not only family, but also the young people who "hoard health", and healthy consumption has become a new "rigid need"
of young people at present.

Young people carry the banner of health consumption

"Stay up the latest, use the most expensive eye cream, and eat the best health supplements
.
" A ridiculous joke has become a true portrayal
of some young people today.
When "staying up late", "baldness" and "late-night EMO" become the "three major puzzles" that plague young people, the "fear of disease" anxiety behind them also begins to intensify
.
According to the "2022 Young People's Fear Report", 90.
58% of young people consider themselves sub-healthy, and 56% of young people have eye problems such as myopia and dry eyes, followed by insomnia and hair
loss.

This year's "Double 11" promotion data shows that young people have become the main force
rushing to buy health food.
These products are mainly vitamins, protein powder, fish oil, grape seed, etc.
, and the selling points are mostly to relieve stress, enhance immunity, protect eyes, prevent hair loss, etc
.
"Baidu Hot Search 2022 Double 11 Big Data" shows that the post-90s generation is an unexpected "than the body" big household, and in their online shopping decision-making content search popularity ranking, health food ranks second
.
Relevant e-commerce data shows that during the "Double 11" period, the popularity and sales of health products from eating to use are increasing: in the first 20 minutes, the turnover of nutrition and health food exceeded 100 million yuan; The pre-sale amount of some products achieved a significant increase of 600% and 1400% year-on-year; Health products have appeared on the hot list, and their main consumer groups are the post-90s and post-00s
.
When the first wave of "Double 11" went on sale this year, health consumer goods ushered in the peak of sales in the first hour of the opening, and health products in many categories such as bird's nest and Ganoderma lucidum spore powder were hot
.

In recent years, the market demand for health-related products has accelerated
.
The driving frenzy of health consumption is no longer middle-aged and elderly people, and young people who stay up late and are under pressure have begun to carry the banner
of consumption of health products.

"I drink collagen oral liquid every day, and I also eat health foods
such as grape seeds.
" Host Sasha often stays up late, she thinks she needs to eat health food to keep her skin in shape, "Food supplements are really important, this year's 'Double Eleven', I stockpiled next year's whole year of oral liquid
.
" Amin, who works for a game company, has stayed up late for a long time and has hair loss symptoms, so oral hair nutrition health food has become his daily must-have
.

After the 90s, Ms.
Zhou is already a senior "health expert", taking advantage of the good opportunity of "Xue wool", this time she has put a lot of blood into health and beauty products
.
In her shopping cart, in addition to sesame pills, astragalus, red beans and barley tea, there are also antioxidant, anti-aging black goji berries, fish oil and other health foods
.
"Many of them are planted on social platforms, and they are used daily, so they have to quickly replenish them while the event discounts are large
.
"

Young people stay up late to reel while stocking up on health food in shopping carts and actively embrace the comfort brought by health products
.
With the mentality that even if there is an effect, you have to try, healthy consumption has become a new "just need"
of young people.

Industry insiders said that the importance of contemporary young people to health can indeed be seen from the intensity of consumption
.
For some young people, the purchase of health food is more for the correction and psychological compensation of daily bad lifestyle, which is not only to prevent problems before they occur, but also to convey an ideal life pursuit
.

Innovative products to meet the needs of young consumers

More and more young people are joining the "health army", and "beauty maintenance" and "hoarding health" have also stimulated many health care companies to accelerate their layout
.
According to Tianyan inspection data, up to now, the number of health food-related enterprises in China has reached more than 5.
1 million, showing a steady upward trend year by year; From the perspective of geographical distribution, the number of related enterprises in Shandong, Guangdong and Hunan ranks first, with more than 635,000, more than 457,000 and more than 357,000 respectively
.
Among them, more than 946,000 newly registered related enterprises were concentrated in 2021, and the growth rate of newly registered related enterprises was as high as 30.
5
%.

It is worth mentioning that from the perspective of the establishment process of health food-related enterprises, more than seventy percent of related enterprises were established within 5 years, and limited liability companies accounted for more than 30%.

A large part of the foundation of its solid development comes from the rapidly rising new demand
for young health.

Taking the problem of young people's hair loss that has been hotly discussed in recent years as an example, the "bald economy" behind it is extending to the subdivision track, and many brands such as Laojin Mill, Wugu Mill, Gubentang, Beijing Tongrentang, Guangzhou Baiyunshan and so on have entered the game
.

In the face of the younger trend of consumer groups, merchants have also made efforts to innovate
in product design and sub-categories.
In addition to the well-known traditional nutritional health foods such as sesame pills, astragalus tablets, red bean barley and barley tea, many new favorites have been added, such as antioxidant, anti-aging black goji berries, fish oil, etc
.
In terms of product packaging, the new category also got rid of the hard-hit area of "excessive packaging" and added trendy elements that are more in line with the aesthetics of young people, the bottle body is more inclined to be lightweight and simplified, and the product is more "snack-based", which is easier to carry
.

Capital led the layout of the subdivision track

With the improvement of residents' income level and quality of life, young people's demand for healthy and healthy life has become a driving force
to promote the rapid growth of the health and nutrition market.
According to the report "2022 Family Nutrition Fourth Meal Consumption Trend Insight", the consumption scale of domestic health nutrition products has increased year by year in recent years, and has exceeded 300 billion yuan
by 2021.

The huge market space has attracted many entrepreneurs to join, and health care product companies with excellent qualifications have also attracted capital to enter the market
.
According to incomplete statistics from Tianyancha, 37 financing events
related to health food have occurred in the past three years.
Among these investment institutions, there are many well-known funds and enterprises such as Sequoia Capital, ZhenFund, Jingxin Pharmaceutical, and Tongchuang Weiye, and the enterprises financed are mostly distributed in health food production or research and development, health care, biotechnology and pharmaceuticals, traditional Chinese medicine and other fields, and the overall performance is excellent
.

With the increasing number of players entering the game and the continuous escalation of market competition, many big brands have also made sufficient articles
on product differentiation and business characteristics on the basis of grasping the demands of young users.
For example, H&H Group takes "whole family nutrition" as the concept and lays out a three-line model of adult, infant and pet nutrition; Swisse launches a number of new products; The domestic brand health hall is mainly "natural", and modern nutritional supplements and medical care series are combined into its characteristics; Based on the field of nutritional dietary supplements, By-Health has launched many new functional products
for multiple markets such as eye health, liver protection and probiotics.

Although the health food industry has the characteristics of high unit price and high repurchase rate, driven by the improvement of consumption level and the concept of health preservation, it has spawned a market of hundreds of billions of yuan, but with the improvement of consumers' professional health awareness, excellent product efficacy is the core strength
.
This has also forced many companies to accelerate the pace of transformation, invest heavily in research and development, and accumulate strength
for building a product "moat".

Tianyan inspection data shows that in the past 10 years, the number of patent research and development related to health food has increased year by year, and the total number of
patent information has reached more than 330,000.
Patent information focuses on three areas
: inventions, designs and utility models.
Among them, the number of patent information in the field of invention accounts for more than half
.
Industry insiders said that the health care industry should grasp consumer demand, keep up with the mainstream of the market, and do a good job in quality products, so that it can enhance its competitiveness
in the consumer market.
Looking to the future, in the face of the huge market volume, the top brand enterprises still need to continuously strengthen their internal strength in order to firmly retain young people
.

On the whole, today's health food "new consumption" wind has been re-blown, the industry is still a fast-growing incremental market, in this industry, whether new or old brands, as long as they have insight into the core demands of consumers, it is possible to rewrite or restructure
the industry again.

(Zhu Meiqiao comprehensive arrangement)

China Food News (December 07, 2022, version 06).

(Responsible editor: Gao Na)