According to market data released by Cicada Magic Cube, during the 618 Good Food Festival, the sales of medicinal and edible food products increased by 111.39% year-on-year, with a CR5 market share of 22.6%. Based on current data, this is a high growth track with no top brand presence. Therefore, in the past two years, it is evident that a large number of enterprises are entering this track, including some cross-border entrants. The same origin of medicine and food is becoming the second growth curve for many enterprises, especially in the competitive landscape of homogeneous products. Taking the same origin of medicine and food as a starting point, extending to various sub sectors, many of them are already opportunities for certainty in the nutrition and health industry.
01
Medicinal food homology is becoming a hot topic in the market
The rapid development of the food medicine market is inseparable from the support of market policies. In November 2023, the National Health Commission issued a notice to the public, adding 9 new medicinal and edible substances, including popular market items such as Dendrobium officinale, American ginseng, Ganoderma lucidum, and Astragalus membranaceus, undoubtedly injecting a shot in the arm into the development of the market. Half a year later, in May 2024, four new medicinal and edible products were solicited for public opinion, including Rehmannia glutinosa, Ophiopogon japonicus, Citrus reticulata, and Asparagus japonicus. It can be seen that the medicinal and edible product market is growing rapidly. It can be foreseen that the team of medicine food homology will continue to grow in the future, and the key factor behind it is the promotion of regulatory environment. The support of these policies has created a favorable market environment and legal protection for the development of medicinal and edible products, which helps them achieve wider market penetration. How to leverage the dividends of policies to quickly promote the market-oriented development of medicinal and edible products. Wei Shaowen, R&D Director of Fuyang Jiannuo Biotechnology Co., Ltd., will share at the AAES2024 Summit on the development opportunities of food and drug substances brought about by new policies and regulations. In addition to the market environment, consumer cognitive awakening is also crucial. More and more consumers are beginning to value the value of Chinese health preservation, and the theory of medicine and food sharing the same origin is highly compatible with modern consumers' pursuit of health needs. Consumers in this cultural context are more willing to try and accept products of the same origin as medicine and food.
02
How can medicinal and edible products break through the circle?
In recent years, medicinal and edible products have become increasingly popular in the market, and a large number of companies have entered this field. However, this also brings a serious problem of product homogenization. It is quite obvious that many products are similar in composition, efficacy, and form, lacking uniqueness and competitiveness. For example, the forms of medicinal and edible products are mostly in the form of tea bags, powders, oral liquids, and other dosage forms, lacking novel product forms and user experiences, which gradually weakens consumers' interest and novelty in the products. When facing product homogenization competition, enterprises need to start from multiple aspects to create differentiated products and enhance market competitiveness, including investment in scientific research, application of new processes and technologies, consumer segmentation scenarios and pain points, and construction of product strength. 1. Scientific research is the foundation
From the development trajectory of popular raw materials such as Omega-3 fatty acids, curcumin, South African eggplant, collagen, probiotics, etc. in the global market, scientific research data is an important factor in promoting raw materials to cross different cycles, and the same goes for medicinal and edible substances. It is also necessary to increase investment in basic research and scientific clinical data. At present, many consumers are ingredient oriented and professional oriented, and their recognition of nutritional and health products is closely related to their scientific endorsement. Basic scientific research can provide scientific basis for product safety, effectiveness, and mechanisms, enhancing consumers' trust in products. At present, the mechanisms of action of many drugs and food homologous substances are not fully understood, and modern methods are needed to analyze the active ingredients and their mechanisms of action in depth, such as high-throughput screening techniques, modern pharmacology, and bioinformatics analysis. At the same time, scientific research also provides a scientific basis for the safety and effectiveness of medicinal and edible products. In the past three years, the market for quercetin has been very hot, with a growth rate of up to 33% in natural fortified channels in the United States in 2022. This is a flavonoid substance extracted from medicinal and edible sophora flowers, which is currently mainly applied in respiratory, cardiovascular, immune and other fields, and has corresponding data support. However, the market potential of quercetin does not stop here. There are still many niche directions worth exploring, which depend on the depth and richness of scientific research on quercetin. Professor Yan Wenjie, the team leader of the Health Food and Food Drug Homology and New Food Raw Material Research and Development Professor at Beijing Union University, Vice Dean of the Nutrition and Health Insights Research Institute, and Director of the Health Food Function Testing Center at Beijing Union University, will share his scientific insights on "Quercetin" at the AAES2024 Health Food Homology | Nourishing Product Upgrade and Development Summit, providing scientific guidance for enterprises on how to better develop Quercetin related products. Compared to quercetin, polysaccharides are a large class of compounds, including β - glucan, chitosan, and shiitake mushroom polysaccharides, with a wide range of downstream applications. Infinitus has been studying the properties of polysaccharides, especially compound polysaccharides derived from traditional Chinese medicine. This type of composite polysaccharide is not a mixture of various polysaccharides, but a scientific combination based on the characteristics, mechanisms, applications, and other properties of different polysaccharides. The overall market application potential is higher than that of a single polysaccharide. For many years, the Infinitus team has invested a large amount of funds and resources in the research of compound polysaccharides in Chinese herbal medicine, conducting basic research and application development of polysaccharides, including functional screening, separation and purification, quality control, mechanism research, etc. At the same time, modern biotechnology methods are used for extraction and purification to ensure the purity and activity of polysaccharides in products. Zhou Yong, Senior Manager of the Research Center at Infinitus (China) Co., Ltd., will share information on the efficient preparation and biological activity research of Chinese herbal compound polysaccharides at the AAES2024 Summit on the Development of Nourishing Products.
2. Driven by technological innovation
The trend of sharing the same origin of medicine and food has become a definite market trend, with many categories using it as a selling point, including food, beverages, baking, candy, dairy products, and other fast-moving consumer goods. Among them, there are some conceptually added products that have not been thoroughly researched and developed. Simply to catch up with the trend, product homogenization and consumer visual fatigue are inevitable. The development of medicinal and edible products is definitely not a simple addition, but requires deep research, especially investment in technological innovation. For example, utilizing modern technologies such as genomics and metabolomics to explore the potential nutritional components of traditional medicinal and edible plants, developing and applying new extraction techniques to improve the efficiency and purity of effective ingredient extraction, and enhancing the stability and bioavailability of effective ingredients through microcapsule technology and nanocarrier technology. All medicinal and edible products are worth redoing with technological innovation. Shanghai Jianghan Health Technology Co., Ltd. has long been committed to the development of "KB-120 cell nutrition technology", supporting balanced and effective absorption of cell nutrition. All components are small molecule nutrients below 500 daltons, which can be better utilized by human cells. In the development of medicinal and edible products, we select medicinal and edible plant substrates to meet the different nutritional needs of bacterial growth and metabolite generation stages, thereby increasing the diversity of active components in the products. [ By combining modern clinical medicine and cellular nutrition, and adopting innovative microbial multi-stage composite fermentation technology, KB-120 cellular nutrition technology can match the corresponding nutritional needs of different cells in the body. For more detailed content, please follow Dr. Ma Zhengchi, Executive Vice President of the Cell Nutrition and Health R&D Institute of Shanghai Jianghan Health Technology Co., Ltd., who will share at the AAES2024 Drug Food Homology | Nourishing Product Enhancement Development Summit, focusing on cell nutrition and helping to differentiate product development in segmented markets. 3. Insight into consumer needs
No matter how the overall environment changes, product development should be guided by consumer demand, and the same goes for medicinal and edible products. From the popular Yuanqi Forest Fiber Tea and a whole ginseng water, to the popular health preserving tea bags and sesame balls on e-commerce platforms, these categories are all very good at capturing consumers' daily consumption scenarios and pain points, which is "wanting to make, but also wanting to be healthy". After reviewing hundreds of products on the market, we believe from a third-party perspective that in order to develop a product that consumers like, the following points must be met: clear health benefits, pleasant taste, scientific research data support, product convenience, brand storytelling, and so on. In the process of product development, companies often overlook taste and flavor. Current consumers not only do not want to let go of their picky taste buds, but also want to achieve a health premium. For enterprises, which factors should be prioritized and which are optional when developing a product that consumers like? Zhang Pengfei, General Manager of Shanghai Xier Health Technology Co., Ltd., will share at the AAES2024 Summit on the development of a medicinal and dietary product that consumers love. At the same time, product homogenization is also a real situation in the Chinese nourishing market where medicine and food share the same origin, and it is a major challenge that cannot be ignored in the development of the industry. How to break through differentiation, how to break through the already popular competition channels and categories? Behind it all, brands cannot do without accurate insights into consumers' health demands and usage scenarios. As brands that have been deeply involved in the integration of medicine and food, health and nourishment for many years, and have launched numerous successful products with rich practical experience, Anli and Yanzhiwu will respectively focus on differentiated development of medicine and food products and explore new opportunities for bird's nest to break through the circle. They will share their thoughts and insights at the conference. As a brand established in 2006, Wugu Grinding Mill has always been rooted in consumers' daily food and nutrition life. As a brand that has successfully attracted consumers from different generations, how does Wugu Grinding Mill understand consumers? What trends have they seen in their interaction with consumers? How to develop and innovate products from the perspective of consumers? These will be answered on site. What can be confirmed now is that the integration of medicine and food will become the second curve of enterprise growth, and more and more companies will be laid out. However, the development of medicinal and edible products is not just about simply adding ingredients to the product. A good medicinal and edible product needs to consider who its consumer group is? What user needs can be met? What are the unique features of the product itself? What dimension is the technological innovation of the product in?
Shaanxi Huike Botanical Development Co., Ltd. a integrated enterprise which is focus on natural products, plant extract related products and services.We mainly focus on pharmaceutical, functional food, Freeze-dried powder,Natural Pigment,Homology of medicine and food,beverages and other business services.
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Email:marketing@huikes.com
2024-07-12
Shaanxi Huike Botanical Development Co., Ltd.
