How China's dietary fiber industry can get rid of the problem of calling for a good seat

more than ten years of development, the current situation of the domestic dietary fiber industry still does not match the application value of dietary fiber, and lags behind the foreign market by a large margin. Where is the problem, how to break through China's dietary fiber manufacturers have been suffering from the huge gap between ideal and reality, the market "call good not call" has been plaguing the industry for many years.This situation is quite inexplicable: around the world, dietary fiber has been in the air for many years, by scientists from different fields, including doctors, nutritionists, food scientists, biochemists and scientific decision makers related to food regulations and nutrition education, and at a time when China's aging process is intensifying, in the stage of chronic disease blowout, a combination of health effects of dietary fiber can be said to make a good piece of cake.but how bright the future is, the reality is bitter. "Honestly, I haven't seen a way out after selling dietary fiber for more than a decade." A senior person in the industry seems a little happy. Indeed, China's dietary fiber industry in the market, industry
regulations
three levels, facing many problems. To break through the industry bottleneck, enterprises, scientific research institutions, the media and relevant government departments to form a joint effort, on the one hand, the joint implementation of dietary fiber science, consumer education, improve the awareness of dietary fiber
;
, on the other hand, continuously improve the level of technology and research and development, optimize the product structure, so that the industry gradually embarked on the development track of health norms.. Dietary Fiber GlobalAccording to inmint
GNPD (
Global New Product Database
)
,
2013
global food and beverage products in the top
20
products claimed that "high fiber
/
add fiber" in the second place.the popularity ofdietary fiber, on the one hand, is the strength of the - dietary fiber is not only an intestinal scavenger, to chrysanthemum powder, for example, this natural water-soluble dietary fiber has significant probiotic function, can promote the growth and reproduction and activity of beneficial bacteria in the human colon, effectively improve the micro-ecological balance of the intestine, and has promoted calcium absorption, regulate lipid metabolism and improve the body's immune system and many other health benefits. In other words, it gives food and drink functionality. On the other hand is the hero of current events - improving health has become an important consideration when consumers choose food, obesity is spreading around the world, the public is most concerned about the health sector than weight control, people's enthusiasm for low-fat, low-calorie diet, can produce a "full feeling" of food and beverage is one of the most popular trends.and that's the strength of dietary fiber. Dietary fiber is known as the "weight loss star element", and a recent study at Imperial College London sheds more weight on why a diet rich in dietary fiber can make people "eat a few few bites less". The study revealed that dietary fiber, when digested in the gut, releases a molecule that suppresses appetite by acting on a known area of the lower pasum to regulate hunger. In addition, dietary fibers such as chrysanthemum powder can replace sugar or analog fats in foods and develop low-calorie healthy foods., however, compared with the development of new functional foods, to some extent, dietary fiber on some food categories of "decay into magic" transformation, more reflect its significance. Resistance to dedextrin
Fibersol-2
a good example of the rescue of carbonated beverages."good-drinking cola" - generation
1
cola, using fructose glucose or caster sugar, is known to be widely criticised, with more and more schools expelling
;
"calorie-free cola" - generation
2
cola, the use of high-sweetener sweeteners, reducing the sugar content, but because of taste problems, has always belonged to the niche
;
,
, 2012,
"Health Coke" - Generation
3
Coke was born in Japan, Kirin's "
KIRINMETSCOLA
" carbonated beverage became the largest ever The first
FOSHUCola (
Special Coke
)
, the same year
11
, PepsiCo's "
PEPSISPECIAL
" carbonated beverages on the market. By using a high-sweetener sweetener to reduce the calories of the product, the company is rich in
5
grams of anti-dexterin, which inhibits the absorption and increased emissions of fat in the diet through the use of anti-dexterity, thereby easing the rise of triglycerides after meals. The advent of these two special cokes has set off a wave of healthy carbonated beverages in the market and reversed the already declining carbonated beverage market.the domestic potential market demand is huge food and beverage health trend, the world with this cool heat. China's Food and Nutrition Development Program
(2014-2020
), released by the State Council earlier this year, is a major advantage for the development of the dietary fiber industry. Wang Zhu, a researcher at the Centers for Disease Control and Prevention's Institute of Nutrition and Food Safety, said the outline proposes "three key products" for priority development - high-quality edible agricultural products, nutritious processed foods, milk and soy foods, more or less inseparable from dietary fiber. "I think dietary fiber is a very mainstream ingredient in the process of promoting food nutrition."based on the health effects of dietary fiber, and compared with the nutritional and health status of Chinese residents, the New Nutrition Market Research Center outlines the potential market demand for dietary fiber in China.1989
-
In
, 2006, the Centers for Disease Control and Prevention's Institute for Nutrition and Food Safety and the University of North Carolina Population Center in the United States conducted
7
rounds of health and nutrition surveys of Chinese residents. The results show that compared with the dietary fiber intake standards formulated by relevant organizations at home and abroad, the dietary fiber intake of Chinese residents is obviously insufficient and decreases year by year. With the improvement of living standards of our residents, the degree of refinement of daily diet is gradually deepening, people's eating habits are also changing. Therefore, relying solely on changing the diet to increase dietary fiber intake can not play a predictable effect, through industrial means, health food, dietary supplements and a variety of processed foods, beverages and other dietary fiber supplements, become a good choice to solve the problem."Chinese 100-year forecast of aging trends" shows that the elderly population in
2010
was about
174
billion, and will
further increase to
24
8 million in
. In terms of the number of older persons in2010, assuming that
30 per cent
of older persons supplemented their dietary fiber at
20
grams per person per day, the annual demand would amount to
38
million tons. According to the nutrition and health survey of Chinese residents, the number of overweight people in China reached
2
0 million, and the potential annual demand for dietary fiber in this group alone is about
1.3 million tons
million tons. With the increasing process of aging of the social population and the gradual improvement of living standards, experts predict that China will add about
8
million people with diabetes each year, and the number of patients will reach more than

80 million by
2014, if calculated according to the use of dietary fiber for about
half of the country's diabetics, the estimated potential annual demand for dietary fiber will exceed
2.
1 million tons. the development of the
industry encountered
levels of obstacles but the above exciting figures are still only numbers, the domestic consumer market is still asleep. Wang Yanping, vice president of the China Dietary Fiber Association, said that after more than ten years of development, China's dietary fiber industry is still very small, its mass is not enough to support industrial development. the reasons, the industry mainly summarized
3
levels of obstacles: market level, consumer awareness bias
;
industry level, the ability of technological innovation is insufficient, the scope of product application is not wide, product application and its efficacy research compared with foreign countries, there is a
;
standard level, the scope of use of national standards and standards needs to be broadened, testing standards need to be improved, and regulatory support is insufficient. the market level the industry's views on consumer perceptions are not very consistent. " the domestic community's awareness of dietary fiber is still shallow, even nutrition doctors and digestive physicians outside the medical staff also know little about dietary fiber. Wang Yanping said. Center for New Nutrition Market Research randomly surveyed
50,
dietary supplements based on dietary fiber and
25,
beverages and dairy products. From the results of the survey, it can be seen that the number of dietary fiber-based health care products is relatively small, in the survey of
50,
products, only
5,
kinds of health food, the vast majority of products for dietary supplements
;
for female consumer groups, slimming substitutes accounted for nearly half of the products surveyed, and the other half were primarily targeted at constipation and intestinal health. Explain that consumers do not know much about the efficacy of dietary fiber in preventing diabetes and lowering cholesterol. "To build multi-layered science, health education for consumers, associations first, government-built." Wang Yanping said: "The dietary fiber association and aspiring enterprises to promote the formation of models, make results, will get the government's icing on the cake." Li , deputy general manager of Bowling Bao Bio Co., Ltd., thinks consumer cognition is not a problem, "without explanation, consumers already regard dietary fiber as a 'health factor'." The problem is that consumers do not trust the health food category
;
dietary fiber is widely used in traditional foods, but the amount added is only milligram level, the health effect is limited." Wang Xun, commercial director of DuPont Nutrition and Health

China
)
Co., Ltd., a sweetener in Greater China, told reporters, "Consumers are not completely err on dietary fiber, to be exact, there is a deviation between consumer awareness and marketing product claims." Last year, a market survey conducted by third-party organizations in Shanghai, Nanjing and other places found that consumers have a certain understanding of dietary fiber, identify with the health properties of dietary fiber
;
, however, dietary fiber is thought to be available from coarse grains, and as for those functional ingredients, it is neither recognized nor considered necessary to pay for them. Therefore, as a processing raw material, "dietary fiber" does not match the "dietary fiber" in the scope of consumer cognition. "This survey suggests that end-product manufacturers should also be more accurate in communicating with consumers." but the idea is not easy to achieve. As a raw material supplier of dietary fiber, it is difficult to communicate directly with consumers, whether it is financial resources or channels, there is a
;
that have these conditions are not very strong. The reason is quite complex, first, some products of dietary fiber addition is only a few thousandths, purely play concept, simply can not reach the health effect, so the product's publicity focus is not on dietary fiber. Second, functional food is not a drug, eating for a month or two is not necessarily able to get results, only "see people for a long time", so, more confessions but cause trouble. Third, the domestic market is immature, consumers are not professional, in the information is very emotional, so that enterprises in the marketing, is not on the matter, rational introduction of functional ingredients, but keen to tell stories. Like the famous Longevity Yogurt, it doesn't do much to make sense of the bacteria used in the product' core, but tells the story of a "longevity yogurt." Now, consumers are too familiar with "dietary fiber", distance from the United States disappeared, manufacturers can not package the product as "tall", naturally also not very happy. . Industry level from the industry itself can also find some reasons: more small and medium-sized enterprises, some enterprises are still in the initial stage, making a living is the primary consideration, so unable to invest too much in scientific research, can not obtain a solid scientific basis for the safety and efficacy of their own products endorsement
;
same time, due to the limited strength of enterprises, downstream enterprises technical support and after-sales service is relatively limited, so, in the competition for orders for the terminal brand is undoubtedly everywhere in the downwind. To infant formula, for example, infant formula to add probiotic yuan has almost become a standard, China is the world's largest market for infant formula, but domestic dietary fiber manufacturers have not been able to put this big cake on their plates. As we all know, the quality requirements of infant formula is extremely strict, whether it is probiotics, probiotics, or any other raw ingredients, want to be applied to infant formula, safety and efficacy should be supported by sufficient scientific basis. Nestle
(
China
)
, Ltd. Greater China Medical