Ready-to-eat nourishment or will set off a new wave of Chinese health care (Part 1)

Author: Zhitiqiao Lisa

Image source: Qiantu Network

Medicine is not as good as food supplements, food supplements are best stewed, not to mention those precious ingredients, but also the production method is exquisite. For example, black sesame, Chinese medicine believes that black sesame seeds need to be steamed and nine sunburned, will reach the ideal state; yellow essence also needs nine steaming and nine sun, known as nine yellow essence, more pure and peaceful; bird's nest is called "oriental treasures", stewing method is also very elaborate, first soaked for 2-6 hours to bubble hair, tear strips, clean hair and impurities, slow simmer in water for 20 minutes, a little attention to turn into water or do not expand. Just listening to this production process feels particularly troublesome, let alone let the people who are struggling to do it themselves, and it is estimated that they would rather not eat it.

However, with 996, 007, fast-paced lifestyles, unhealthy schedules and diets, huge psychological stress... Today's people urgently need nourishing health to "continue their lives".

01 Ready-to-eat tonic food has become a new consumer hotspot

With the rise of consumption upgrading, health awareness and the concept of medicinal and food homologous diet, in the era of "taste economy" and "beauty economy", Chinese health care has set off a new trend. In the consumer market, the tonic consumer population has changed, and the new middle-class consumers, mainly white-collar and gold-collar workers, have become a new cutting-edge force for nourishment. On the one hand, they have the ability and eagerness to get fresher and more nutritious tonic products; on the other hand, the fast-paced pressure of life forces them to pursue convenience and efficiency. "2021 China Women's Health Food Market Insights" Instant traditional tonics in 2020 increased by more than 20% year-on-year, the growth rate is 2 times higher than other forms of traditional tonics; in the future, ready-to-eat tonics are expected to dominate the market. According to Euromonitor International survey, the traditional tonic market size in 2020 is 96.9 billion, accounting for about 34% of the overall health product market.

02 Instant food tonic solves the pain point of traditional nourishment - snacking and convenience

For a long time, the growth of China's traditional tonic market has been weak, and there are fundamental reasons for the limited audience and the cumbersome and complicated production process. The traditional Chinese tonic consumption method cannot meet the health needs of a new generation of consumers, and the noble temperament and the traditional tonic of "ungrounded gas" can no longer meet the fast-paced lifestyle of modern young people who need nourishment. Consumers hope to enhance immunity, nourish qi and blood, and improve sleep by eating tonics, while young consumers prefer "open bags and eat" and tonics with good taste and good design. Snacking and facilitation can make it not limited by time, form and place, and realize that you can drink and eat whenever you want to eat anytime and anywhere.

Consumers' favorite instant food tonics are bird's nest, flower glue, brown sugar, consumers trust the tonic brands are traditional brands Tongrentang, Yunnan Baiyao, Dong'e Ejiao, new brands of milk small fresh stew, guanzhan flower gum, cloud cultivators and so on.

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