文：Maggie
The Natural New Power Competition hosted by Zhitiqiao ushered in its seventh session this year, and it is also continuing to explore innovative products, innovative technologies and innovative raw materials in the nutrition and health industry, so that every innovation can be seen, and good products can drive the development of the nutrition and health industry.
Up to now, this year's competition has attracted a number of people, including Jiangzhong Food Therapy, Laiyifen, Norway Ake, Dajiang Biomedical|Baiyuete, Natural Sunshine, Fiboo, Dr. Duo, Tanimoto Diary, ...... The participation of many leading enterprises and brands in the industry.
At present, the selection is still in full swing, and there are only 13 days left before the end of registration (as of July 15), and interested companies need to seize the time to sign up for participation.
We have compiled a list of the many raw materials and innovative products that participated in this year's competition, and summarized the representative innovation trends.
Ingredient innovation trends
Trend 1: Continuous breakthroughs in the absorption and planting of medicinal and edible homologous raw materials
With the rise of medicine and food homology and Chinese health preservation, medicine and food homology has also ushered in faster development and upgrading in the raw material side. Among them, some enterprises have achieved a breakthrough in the upstream end of medicine and food homology through planting and cultivation and fermentation technology.
Fermented ginseng is one of them. Through fermentation technology, ginseng raw materials can be greatly improved in terms of absorption, body feeling, stability, content, etc., such as the content of rare ginsenosides, etc., and at the same time, it can also improve the criticized flavor problems and make the taste and flavor of ginseng better. At present, the great doctors Demei and Angel Yeast are making efforts to ferment ginseng.
Through the breakthrough of planting and cultivation technology, Dasheng has achieved artificial propagation and cultivation of Cordyceps. They restored the environment of Nagqu in Tibet from seven dimensions, including sunshine, ultraviolet rays, average temperature, relative humidity, wind speed, food, and soil. After 15 years, we have overcome many technical problems of artificial breeding of "Cordyceps", built technical barriers for enterprises, and made the cultivation of Cordyceps sinensis intelligent and industrialized.
Trend 2: Technology empowers raw material innovation
Technology is an important tool to drive raw material innovation, and it is also the key to helping companies build moats. More and more enterprises are realizing raw material innovation through technological innovation.
Weiming Taiyan has launched nano-milk raw materials, which are processed by nano-milk technology to achieve a particle size of only 100 nanometers, making it easier for the body to absorb and utilize, and achieve better energy and ketogenic effects.
Through the CO₂ resource utilization technology platform, through advanced technology, the CO₂ is converted into high value-added probiotic raw materials to achieve low-carbon probiotics, and its probiotics have the advantages of strong stress resistance and competitive colonization advantages in the human intestine to help product differentiation.
Trend 3: Segmentation of demand groups and source innovation
Segmentation is also one of the current development characteristics of upstream raw materials in the nutrition and health industry, including segmentation scenario applications, segmentation tracks, segmentation of populations, etc.
In terms of scene application segmentation, the banana stamens launched by TCI Biotech and Baiyue are aimed at hair health; The AmealPeptide® launched by Qi Oulai focuses on vascular health, focusing on maintaining systolic and diastolic blood pressure within a healthy range, and has conducted human clinical trials.
The segmentation of the population pays more attention to the middle-aged and elderly, children, etc. SuperbaBoost Antarctic Krill Oil from Norway can help with bone health, muscle strength, and joint health in middle-aged and elderly people, and is more segmented and vertical in terms of crowd and focus. The γ-aminobutyric acid launched by Tianjin Century Wellcome is suitable for anxious, restless, and tired contemporary white-collar workers. Lactobacillus mucous fermentation® CECT5716 (live & inactivated) is a strain that can be applied to adults in infants and young children, and has outstanding performance in immunity.
In addition, the source of raw materials is also breaking through. Zhonggu Jun from Inner Mongolia focuses on the R&D and production of edible mycelium, which can produce alternative proteins and provide more sustainable food for humans.
Innovative Product Trends
Trend 1: Diversified innovation of medicine and food
As a health tonic substance loved by consumers, the development of medicine and food homology is getting better and better, and terminal products are also undergoing diversified exploration of formulas, application scenarios, technologies and dosage forms.
In terms of formula, it is mainly divided into two categories: one type of probiotics/prebiotics + medicine and food homology; The first is the application excavation derived from ancient recipes.
Among them, Jiangzhong Food Therapy, Fosun Happy Shopping, Shangdao Biotech, Yaoyue Health, Yixiansheng, etc., have all launched innovative products such as probiotics, prebiotics, medicine and food, and herbal compounds. The benefit of this is that synergies can be achieved to make the product more bioavailable and effective.
At the level of excavation and application of ancient recipes, Du Jiangnan, a subsidiary of Shanquan, launched products derived from the ancient recipe "Treatise on the Spleen and Stomach" and adhered to the traditional process of boiling.
Technically, fermentation has become a top priority. Zhongwei Zhongkang helps product innovation through the bionic fermentation technology of traditional Chinese medicine with the same origin of medicine and food; The products launched by the microecology ® of the three Capricorns also use modern herbal fermentation technology to retain the true nutrition of plants and improve the absorption effect.
At the level of scene dosage form innovation, Yuexia MOONLIFE aims at the dampness removal scene, Ysuper® is optimistic about women's health, and creates products for more subdivided groups and scenarios. Hangzhou Lingxiaoye has innovated around the product dosage form and launched Ganoderma lucidum tea lozenges to distinguish them from many Ganoderma lucidum products.
In addition to the homology of medicine and food, another hot track to watch is the innovation in weight management and oral beauty market.
Trend 2: Popular tracks focus on large raw materials, small scenarios and new technologies
As two very popular tracks in the whole market, the market competition in weight management and oral beauty is very fierce, and companies have "rolled" up to new heights, with "large raw materials", "fine scenes" and "new technologies" being more distinctive features.
In terms of "large raw materials", Natural Sunshine has combined prunes, which have exploded in recent years, with postbiotics, to launch beverage products. SIX STAR, a subsidiary of Beijing Ovite, uses L-carnitine to target the pain point of burning. Shenzhen's new light year uses PQQ to focus on healthy aging.
In the detailed scene, Doppelherz, the brand management of Jiangsu Henghui, saw the potential of women in the workplace and launched a nutritious meal package to focus on the workplace formula. FoYes, a subsidiary of Hunan Wild Field, excavates the needs of the body's acid-base balance scene after exercise.
In terms of technology, Ningbo Yufangtang's Oriental Literacy improves the enzymatic hydrolysis efficiency and absorption utilization rate through steam blasting technology and low-temperature enzymatic digestion technology, so that the product can go further in terms of efficacy and body sensation and strengthen the product strength.
Trend 3: New exploration in old tracks and old categories
Zhitiqiao also found that in fact, more companies are innovating and exploring in the original categories and tracks.
As a very mainstream nutritional and health product, protein products have always been a "battleground", and there are many innovations and attempts in this market. The new products launched by Guysh Culture are specially developed around the middle-aged and elderly groups, and they are subdivided from the crowd. Fiboo, a subsidiary of Shelian Biotech, brings health to consumers through protein bar carriers and quadruple protein matrices.
Dosage form innovation is also an effective way to differentiate products. The Vile Fun ® under the company is fused with eye-healthy blue beauty and lutein esters through the form of popping candy solid drinks, bringing enjoyment to consumers in a more relaxed and pleasant way. CERISE, a subsidiary of Autumn Biology, combines platinum tomatoes with jelly, and uses sweet jelly to spread beauty into daily life. Huahai Health has made the ingredients freeze-dried, which is rich in 28 kinds of natural foods to meet the needs of consumers for freeze-drying of vegetables that do not like to eat vegetables and love Xuan. Qingdao Mingyue Seaweed innovates on traditional quiet products and launches plant-based drinks to occupy the market with easier and more convenient products.
At the same time, deep cultivation of subdivided groups is also the focus of enterprises. Dr. Duo has created a special dietary nutrient solution for children's healthy nutrition and growth, and ULTIMA LAB, a subsidiary of Stone, has developed tablet candy products around women's liver health.
The emphasis on natural nutrition should not be overlooked. The oatmeal launched by Guben Diary, a subsidiary of Changsha Xizi Xinxuan, uses high dietary fiber, super ingredients, and light baking as the main selling points, so that excellent raw materials attract consumers. The village super cola launched by Guizhou Green Fruit Sweet focuses on no artificial sweeteners added, and innovates "happy water" with natural monk fruit sweet.
The last trend that has to be mentioned is that subtraction is in the direction of deep cultivation of daily healthy food.
Laiyifen launched Yipin barley tea and seed-free enzyme prunes, featuring 0 sugar, 0 fat, 0 calories and clean ingredients to make health easier. Xingfuyi ®, a subsidiary of Fuyi Food, has upgraded plum essence to the third generation, so that the raw material is only green plum, so that consumers can eat healthy and rest assured.
The ingredient list of oat products is clean, and the low-temperature slow baking and non-frying are used to meet consumers' demands for heat control. Huison Healthy® DHA, a subsidiary of Xiamen Huisheng Biotechnology, aims at the field of DHA and launches raw DHA whole milk powder, replacing the additional DHA algal oil/fish oil with raw DHA to achieve zero added clean label.
On the whole, medicine and food homology, weight management, oral beauty, etc. are still popular tracks, and companies are achieving product differentiation through raw material innovation, technology deep cultivation and formula innovation. At the same time, in daily categories such as beverages, oatmeal, and snacks, subtraction and emphasis on the quality of raw materials are becoming more and more distinct and common. Some people are laying out new outlets, some are exploring differentiation in old categories and old markets, and some are deeply cultivating technology to build barriers......
Up to now, this year's 7th Natural New Forces has received nearly 100 applications for the participation of raw materials/end products, and the selection and registration are still ongoing, and more companies are looking forward to participating.