Oral beauty industry rejuvenates with innovation

Twenty-eight years ago, Mrs.

Combining oral health supplements with beauty

Since ancient times, the concepts of "medicine and food are of the same origin" and "food tonic" have long been familiar to Chinese consumers

Mrs.

In 2000, some Japanese-funded companies such as Shiseido, DHC, etc.

With the development of channels and platforms, a number of foreign health food brands have entered China, which has driven the growth of the oral beauty industry.

Oral beauty is becoming more and more active in China, and a new industry trend has emerged at the same time

The entry of new raw materials has set off a new boom in the industry

The beginning of the oral beauty market can be traced back to the introduction of oral beauty products into the Chinese market by more mature countries such as Japan and the United States

After years of market cultivation in Japan, the popularity of enzyme products has rapidly increased

Australian brand Swisse is a relatively successful foreign health food brand that entered the Chinese market earlier.

The rejuvenation of groups with beauty needs, and even the emergence of younger age groups, has further strengthened the "snack-like" trend of oral beauty products

A large proportion of overseas oral beauty products are granules and tablets, which are close to drugs in form, and even many products are abroad and belong to the category of drugs originally

my country's local brands continue to develop and innovate

　　The concept of "food tonic" beauty has long been deeply rooted in the hearts of Chinese consumers

　　Relying on this ancient tradition, local brands and enterprises in China have also started new explorations, making the process of food supplements and oral beauty more delicious and easier

　　It is an attempt under the new era and new consumption background to present the traditional blood-enriching and beauty appeals in the form of snacks that meet the Chinese people's food tonic preferences and cater to young people's preferences

　　For example, the "Har Shui" launched by Hankou No.

　　Products with hyaluronic acid added to yogurt like "Kazhui" and "Hello Skin" have become more and more common in the market in recent years, and behind it are changes in national regulatory policies

　　From this point of view, along with changes in consumer demand and younger consumer groups, China's oral beauty market is also undergoing unprecedented changes
.

　　Crack the homogenization and seek a new track

　　In recent years, oral beauty has shown an innovative trend of rejuvenation and snacking in China, but there has also been a problem of product homogeneity
.
Foods with cosmetic functions are similar in form, function and ingredients
.
Under such circumstances, the ability to form differentiation has become the key for companies, brands and products to stand out in this increasingly popular track
.

　　Homogenization of product form means that beauty foods are concentrated in candy and beverages
.
The homogenization of ingredients, such as collagen, vitamin C, etc.
, is widely added, and hyaluronic acid also has such a trend
.
Therefore, collagen supplementation and hydration have become the most frequently mentioned functional claims of beauty food
.

　　Therefore, enterprises urgently need to make changes in terms of product form segmentation and connotation
.
Taking the new vitamin gummies as an example, although the core functional ingredient is the relatively common vitamin C, the passion fruit juice with rich flavor is injected into the gel candy, and the taste of passion fruit is restored with chia seeds, giving consumers a new taste.
experience
.
In addition, brands can also take the form of cross-category to make differentiation
.
For example, the product form of jelly is not uncommon in beauty foods, and collagen products are mostly in the form of jelly
.
Enzyme products are mostly presented in the form of beverages, while a Japanese brand has launched enzyme products in the form of jelly, forming a crossover of common categories
.

　　Regarding the problem of homogenization of ingredients, we can find out the functional direction of the product by fully analyzing and exploring the beauty needs of women
.

　　Anti-aging is a big trend
.
However, anti-aging is still focused on in vitro categories, concentrated in skin care products
.
There is still a large market demand for functional beauty foods related to anti-aging, which is in the rapid development period of the industry
.

　　In addition, the main ingredients of products in China's whitening market are to inhibit melanin, and whitening and sun protection in daily life are also very important
.
Based on this, Meiji launched a UV-protected yogurt, which added ingredients such as SC-2 lactic acid bacteria, collagen peptides, and sphingomyelin to protect the skin and reduce possible UV damage by drinking yogurt
.

　　Making beauty a living habit that does not require too much effort to maintain is a way for consumers who pursue a comfortable life in the new era to enjoy the world, and it is also a consumer demand that food production companies can firmly grasp
.

　　(Comprehensive arrangement by Yang Xiaojing)

"China Food News" (06 edition on August 16, 2021)

(Editor-in-charge: Yang Xiaojing)