What are the possibilities of the popularity of hyaluronic acid drinks in the "face value economy"?

Under the birth of the "appearance economy", consumers are paying more and more attention to the health and beauty of both internal and external, and they have begun to choose more nutritious meals and nourishing methods to achieve it

At the beginning of this year, the National Health Commission approved hyaluronic acid as a new food raw material, which can be added to ordinary food

The hyaluronic acid track continues to expand

The reason why domestic companies have poured into the field of oral hyaluronic acid is related to the characteristics of hyaluronic acid

Chen Fengchao, deputy chief physician of the Medical Beauty Center of Beijing Friendship Hospital Affiliated to Capital Medical University, introduced that hyaluronic acid is a mucopolysaccharide, and its essence is polysaccharide

So how did hyaluronic acid become an oral food? Hyaluronic acid was approved as a new resource food in 2008, and the scope of use is a health food raw material

With the continuous expansion of the use of hyaluronic acid, new products of oral hyaluronic acid have been launched, and many companies have successively launched various hyaluronic acid foods and beverages

Hyaluronic acid drinks break through scene restrictions

With the gradual increase in the public's awareness of hyaluronic acid products, its market has also shown a rapid growth trend

So, how many innovation possibilities can hyaluronic acid bring after being approved as a food raw material and entering the oral beauty track?

According to the comprehensive calculation of Meituan Research Institute, the market size of China's life and beauty service industry has exceeded 600 billion yuan in 2020, and it is showing a rapid upward trend

The "face value economy" drives the growth of consumption in related markets, among which the consumption growth rate of oral beauty products is much higher than the average growth rate of various online products

It is understood that at present, there are a wide variety of functional beauty products sold online, such as whitening pills, water-locking capsules, anti-sugar pills, acne-removing pills, anti-aging oral liquid and other beauty products with various functions

People in the industry said that although oral beauty products are the products of the "face value economy", consumers not only want to look good and become beautiful, but people have more needs to be satisfied.

Does it really work or is it a marketing gimmick?

　　Recently, some media issued a document questioning, "Bloomage Bio-hyaluronic acid drinking water and other promotional effects may be suspected of illegal

　　In fact, many consumers also have doubts about this: Is oral hyaluronic acid effective? Ruan Guangfeng, director of the Science and Technology Department of the Food and Nutrition Information Exchange Center, said that the macromolecular hyaluronic acid after oral administration will be digested and decomposed by the gastrointestinal tract.

　　According to the results of a test conducted by the Hunan Provincial Center for Disease Control and Prevention, the skin moisture content of the experimental subjects increased by 9% after oral administration of hyaluronic acid, which was significantly higher than that of those who did not take it; hyaluronic acid can increase skin moisture and has antioxidant effects

　　In addition, it is worth noting that the food safety data of sodium hyaluronate in infants, pregnant women and lactating women are insufficient.

　　Although the efficacy of hyaluronic acid in food is still controversial, it has a very obvious role in increasing the added value of the food and beverage industry

　　Chinese food industry analyst Zhu Danpeng said that the application of hyaluronic acid in food is very common abroad, and China itself is also a major exporter of this raw material
.
In the future, with the release, promotion and implementation of domestic hyaluronic acid food grades, it will play a subversive role in the food industry, leading the food industry to a new stage of industrial upgrading, scientific research upgrading, formula upgrading and quality upgrading.
The structure is expected to be further in line with the world's advanced level, which will bring more blessings to the internationalization and marketization of China's food enterprises
.

　　Some people in the industry said that from the perspective of terminal oral hyaluronic acid products, there are few types of hyaluronic acid food in the domestic market, and the popularity rate is low, but the attention is gradually increasing.
After market cultivation, it has been further developed
.

　　(Comprehensive arrangement by Wang Han)

      "China Food News" (April 19, 2021 04 edition)

(Editor-in-charge: Wang Han)