After more than 30 years of development, the health food market in China has formed a scale industry of 100 billion yuan, which plays an increasingly important role in the national economy and people's livelihood. However, the lack of attention to research and development, low technical content of products, low quality standards, and lack of consumer trust are still common problems in China's health food industry. It is worth noting that health foods were first listed in the “Twelfth Five-year Development Plan for Food Industry†and became a key industry in China. This also means that China's health food industry will have greater development during the 12th five-year period. What are the prospects for the development of the health food industry? Let us jointly look to the future.
During the 12th Five-Year Plan period, China's health food industry is facing an unprecedented favorable development environment, and the entire industry will be thriving. However, the author believes that the 12th Five-Year Plan period is not an outbreak of sales of health foods, but will be a period of deep accumulation and accumulation. From the perspective of the life cycle of the entire health food industry, the health food industry is still in the growth cycle of the product life cycle, and is specifically characterized by the following characteristics.
In the “12th Five-year Development Plan for Food Industry†issued jointly by the National Development and Reform Commission and the Ministry of Industry and Information Technology, “nutrition and health food manufacturing industry†was first listed as a key development industry in China. "Planning" pointed out that by 2015, China's nutritional and health food industry output value will reach 1 trillion yuan, an average annual increase of 20%, the formation of more than 10 product sales revenue of 10 billion yuan more than the enterprise. The next step, the country will also focus on promoting research and development and production of high-quality protein foods, dietary fiber foods, new functional health foods. In this general direction, the health food industry environment is getting better and better. Inspired by the high profits of the health food industry, many pharmaceutical companies, food companies, and consumer goods companies have entered the health food industry one after another, and continue to increase investment, becoming the backbone of the accelerated development of the health food market.
As positive factors such as the government-led national income doubling plan promote, consumers' health care needs and purchasing power increase further, and the nature of health care needs is diversified, providing the most solid foundation for the expansion of the health food market. According to many industry sources, during the 12th five-year plan, health food products will reach an annual sales volume of 500 billion yuan. However, due to factors such as food safety control, product development and time-to-market, OTC drugs with health care functions (such as compound Amateur) robbing the share of health foods, the author believes that health food products are still difficult to reach an annual sales scale of 500 billion yuan. Achieve an annual sales volume of around 300 billion yuan.
Industry Expansion Accelerates Sales Expansion The World Health Organization divides health food into four categories:
1, nutritional, such as royal jelly, can increase nutrition, improve physical fitness, long-term use, but no obvious effect;
2, enhanced, such as calcium, iron, iodine, zinc supplements, what the body lacks what, but can not prevent the loss, long-term use;
3, functional type, such as fish oil, chitin, have a regulating effect on an organ of the body;
4, function factor type, generally with the compound, has a health effect on the human body organs.
In the first half of the 12th Five-Year Plan period, due to the limitations of companies, lack of research and development capabilities, and other factors, most new enterprises entering the health food industry will continue to focus on the production and sales of Type 2 and Type 3 health foods, while the latter category 1 The proportion of foods will double and fall, and Type 3 and Type 4 health foods will fully dominate the market. By then, China's health food category will be re-combined and injected into new functions and new categories; some companies will begin to invest more in R&D and production, and more than 20 companies will invest in R&D and production with a total investment of over 100 million yuan. Food, health foods of Chinese herbal medicines, health foods of new resources, new technologies (such as genetic engineering technology) health foods, and patented health foods will increase significantly.
The new round of competition in the health food industry begins with competition in R&D, production capacity, and product quality. The competition has contributed to the further improvement of the industry's access threshold. The improvement of the threshold has naturally restricted the entry of inferior products and has become the basic guarantee for the quality upgrade of the industry.
Changes in the R&D category upgrade industry Accelerate the health food industry. Driven by national policies and competition from companies, the industry standard system will be established with categories, R&D, clinical verification, quality, publicity, and supervision as the main content. Industry reshuffle will intensify. The proportion of enterprises has doubled and the industry concentration has further increased. The proportion of large and medium-sized manufacturing enterprises is expected to exceed 60%. It is reported that some foreign-funded health food enterprises are stepping up their cooperation with relevant research institutions in the country and focusing on industrial technology standards that suit domestic conditions. Once these trials are successful, it will likely accelerate the reform of the health food industry in China.
The root cause of the chaos in the health food industry is that laws and regulations are not perfect, laws are not followed, laws are not enforced, and industry standards are not high. With the continuous improvement of society’s attention to food safety, stringent supervision by industry authorities, self-discipline of brand enterprises, and enhanced supervision by the media and public opinion will promote the return of the health food industry to a healthy development track. In particular, the competent department of the industry, together with other relevant departments, continuously launches nationwide special rectification activities aiming at illegally adding false propaganda and exaggerating propaganda behaviors, exerting heavy hands in typical ways, deterring unlawful and undesirable behaviors, and purifying the industry. A group of companies that disregard legal supervision and despise the power of public opinion may be eliminated.
Industry chaos disappeared Consumer psychology mature Mature consumer consumer psychology is mature, no longer credulity corporate advertising, promotional activities, more emphasis on the spread of word of mouth from the surrounding and from the doctors, academic experts, academic information, reliable quality, cost-effective, The proportion of products with high reputation and good reputation has been increasing. Those products and behaviors that have obvious short-term behavior, poor function and quality, and promoted by creating sensational effects continue to be defeated in the competition and gradually eliminated by the market. The high-quality, high-profile, high reputation and functionally reliable health food market will expand significantly, leading to the development of the health food consumer market.
At the same time, the health care needs of consumers are “diversified†(different populations with different characteristics, different needs for the same characteristics of the population), “specialization†(a product, a specific function) and “multifunction†(more than one product The functions of the corresponding products are functional factors, health foods, coexistence, "popularity" (taken by people of all ages), and "normalized" (long-term use) characteristics. Rational knowledge of health foods has prompted consumers to shift health foods from the therapeutic level of treatment to complementary treatments and preventive health care. This diversification of demand has also become an important support for the expansion of the health food market.
During the 12th Five-Year Plan period, China's health food industry is facing an unprecedented favorable development environment, and the entire industry will be thriving. However, the author believes that the 12th Five-Year Plan period is not an outbreak of sales of health foods, but will be a period of deep accumulation and accumulation. From the perspective of the life cycle of the entire health food industry, the health food industry is still in the growth cycle of the product life cycle, and is specifically characterized by the following characteristics.
In the “12th Five-year Development Plan for Food Industry†issued jointly by the National Development and Reform Commission and the Ministry of Industry and Information Technology, “nutrition and health food manufacturing industry†was first listed as a key development industry in China. "Planning" pointed out that by 2015, China's nutritional and health food industry output value will reach 1 trillion yuan, an average annual increase of 20%, the formation of more than 10 product sales revenue of 10 billion yuan more than the enterprise. The next step, the country will also focus on promoting research and development and production of high-quality protein foods, dietary fiber foods, new functional health foods. In this general direction, the health food industry environment is getting better and better. Inspired by the high profits of the health food industry, many pharmaceutical companies, food companies, and consumer goods companies have entered the health food industry one after another, and continue to increase investment, becoming the backbone of the accelerated development of the health food market.
As positive factors such as the government-led national income doubling plan promote, consumers' health care needs and purchasing power increase further, and the nature of health care needs is diversified, providing the most solid foundation for the expansion of the health food market. According to many industry sources, during the 12th five-year plan, health food products will reach an annual sales volume of 500 billion yuan. However, due to factors such as food safety control, product development and time-to-market, OTC drugs with health care functions (such as compound Amateur) robbing the share of health foods, the author believes that health food products are still difficult to reach an annual sales scale of 500 billion yuan. Achieve an annual sales volume of around 300 billion yuan.
Industry Expansion Accelerates Sales Expansion The World Health Organization divides health food into four categories:
1, nutritional, such as royal jelly, can increase nutrition, improve physical fitness, long-term use, but no obvious effect;
2, enhanced, such as calcium, iron, iodine, zinc supplements, what the body lacks what, but can not prevent the loss, long-term use;
3, functional type, such as fish oil, chitin, have a regulating effect on an organ of the body;
4, function factor type, generally with the compound, has a health effect on the human body organs.
In the first half of the 12th Five-Year Plan period, due to the limitations of companies, lack of research and development capabilities, and other factors, most new enterprises entering the health food industry will continue to focus on the production and sales of Type 2 and Type 3 health foods, while the latter category 1 The proportion of foods will double and fall, and Type 3 and Type 4 health foods will fully dominate the market. By then, China's health food category will be re-combined and injected into new functions and new categories; some companies will begin to invest more in R&D and production, and more than 20 companies will invest in R&D and production with a total investment of over 100 million yuan. Food, health foods of Chinese herbal medicines, health foods of new resources, new technologies (such as genetic engineering technology) health foods, and patented health foods will increase significantly.
The new round of competition in the health food industry begins with competition in R&D, production capacity, and product quality. The competition has contributed to the further improvement of the industry's access threshold. The improvement of the threshold has naturally restricted the entry of inferior products and has become the basic guarantee for the quality upgrade of the industry.
Changes in the R&D category upgrade industry Accelerate the health food industry. Driven by national policies and competition from companies, the industry standard system will be established with categories, R&D, clinical verification, quality, publicity, and supervision as the main content. Industry reshuffle will intensify. The proportion of enterprises has doubled and the industry concentration has further increased. The proportion of large and medium-sized manufacturing enterprises is expected to exceed 60%. It is reported that some foreign-funded health food enterprises are stepping up their cooperation with relevant research institutions in the country and focusing on industrial technology standards that suit domestic conditions. Once these trials are successful, it will likely accelerate the reform of the health food industry in China.
The root cause of the chaos in the health food industry is that laws and regulations are not perfect, laws are not followed, laws are not enforced, and industry standards are not high. With the continuous improvement of society’s attention to food safety, stringent supervision by industry authorities, self-discipline of brand enterprises, and enhanced supervision by the media and public opinion will promote the return of the health food industry to a healthy development track. In particular, the competent department of the industry, together with other relevant departments, continuously launches nationwide special rectification activities aiming at illegally adding false propaganda and exaggerating propaganda behaviors, exerting heavy hands in typical ways, deterring unlawful and undesirable behaviors, and purifying the industry. A group of companies that disregard legal supervision and despise the power of public opinion may be eliminated.
Industry chaos disappeared Consumer psychology mature Mature consumer consumer psychology is mature, no longer credulity corporate advertising, promotional activities, more emphasis on the spread of word of mouth from the surrounding and from the doctors, academic experts, academic information, reliable quality, cost-effective, The proportion of products with high reputation and good reputation has been increasing. Those products and behaviors that have obvious short-term behavior, poor function and quality, and promoted by creating sensational effects continue to be defeated in the competition and gradually eliminated by the market. The high-quality, high-profile, high reputation and functionally reliable health food market will expand significantly, leading to the development of the health food consumer market.
At the same time, the health care needs of consumers are “diversified†(different populations with different characteristics, different needs for the same characteristics of the population), “specialization†(a product, a specific function) and “multifunction†(more than one product The functions of the corresponding products are functional factors, health foods, coexistence, "popularity" (taken by people of all ages), and "normalized" (long-term use) characteristics. Rational knowledge of health foods has prompted consumers to shift health foods from the therapeutic level of treatment to complementary treatments and preventive health care. This diversification of demand has also become an important support for the expansion of the health food market.
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