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with the development and popularization of seafood, its significance is not only food, but also an indispensable part of the dietary structure, but also the embodiment of the concept of life in an era. The era of marine food has quietly come.
Poor enough to eat seafood?
As the only marine nation in China, the Jing people once lived such a life. If one day marine food plays a major role in your diet, have you ever thought about what form of marine food you will eat?
In 2020, a report on sustainable food production published by the British magazine Nature pointed out that by 2050, the annual output of global marine food may increase to 21 million tons, or even 44 million tons, accounting for 12% to 25% of the total increase in meat required by 9.8 billion people in the middle of the 21st century.
At the same time, a new trend is emerging: oceanism, that is, people follow a pure vegetarian diet, but include the sustainable purchase of seafood to obtain healthy additional protein and occasional meat.
The prevalence of oceanism has also led to the further development of the seafood industry. At present, the profitability of the seafood industry depends on the sales of restaurants and food institutions. In many countries with developed marine food development, the forms of processing marine organisms into packaged food are also very diversified. Especially in countries rich in marine resources such as Japan and the United States, all kinds of marine food emerge Not poor.
Similarly, as a large marine country, the development process of deep processing of marine food in China is very slow, with a weak sense of innovation and outdated product forms. China has had the habit of eating seafood since ancient times, but why is the development of marine food relatively lagging behind? With the adjustment of food supply and demand and dietary structure, everything is “waste waiting to flourish” What new playing methods can be developed in the granary under the sea?
From “can’t afford” to “stop eating”, the transformation of seafood
The history of eating seafood can be traced back to more than 5000 years ago. Zhou Li Tian Guan records that ancient seafood such as fish, snails and clams were used as sacrificial supplies for the son of Zhou or for the court of Zhou Dynasty. However, due to logistics and geographical constraints, seafood at that time could not be popularized among the people and was often used as a symbol of luxury food.
Photo source: Sea fault map
Later, the development of transportation and storage conditions improved the supply of seafood to a certain extent. However, the demand for seafood products was greatly affected by seasonality, festivals and peak tourist seasons. In addition, due to the unequal market information, the breeding varieties and breeding modes were relatively fixed, which led to the contradiction between market supply and demand and the fluctuation of terminal product prices.
At the same time, the investment of China’s marine fishery enterprises is relatively scattered, and the tonnage of fishing vessels is small; there is a lack of large-scale comprehensive marine fishery enterprises and ocean fishing vessels, the marine self-supporting capacity is poor, and the marine self-service supply system is not perfect; China’s marine ecological environment governance and the order management of the exclusive economic zone need to be improved.
In the middle and late 20th century, some coastal brands either grasped the cultivation mode of seafood production and breeding, or mastered the process of seafood fresh quality, so as to seize the key opportunity of seafood development and rise rapidly.
Zhangzi Island introduced high-quality seedlings from Japan for “bottom sowing” breeding. From the initial dominance of the fishing industry, it has become a real submarine bank with the combination of fishing, breeding and processing. Shangpintang uses 70 ℃ low-temperature ripening process to lock more than 90% of the nutrition of live sea cucumber, innovates fresh sea cucumber categories, and won a special report in CCTV’s “approaching science”.
With the development of China’s economy and the improvement of residents’ living standards, the development of large logistics and consumption has broken the restrictions of “rich and poor” in regional seafood consumption. Consumers no longer meet the seafood dishes on the table, but pursue more diversified and personalized consumption scenes. The original simple supply mode of wholesale and retail entering thousands of households can no longer meet their needs.
This also means that only the technical barriers to control the quality of seafood are far from enough. In order to meet the market demand, it is imperative to further process seafood and improve the added value of seafood products according to the needs of consumers.
Deep processing is imperative
Taking Europe and the United States and other developed marine food powers as an example, the proportion of deep processing of marine food has reached 70%, while China accounts for only about one third. Most marine food still stays in the primary stage of seafood agricultural and sideline products and simple processing, and nearly half of the leftovers and other low-value marine biological resources (such as fish bones, viscera, etc.) , or abandoned or used only as feed, resulting in a serious waste of marine biological resources.
In recent years, the scale of the marine food industry has grown significantly, and the level of capitalized operation has become higher and higher. In addition to the traditional seafood processing brands, three major Internet snack brands such as squirrels, liangpin shop and baicaowei have entered the market to expand their products, and some emerging ones have also stepped on the stage to show their strength. Marine food has gradually shown a development situation in which a hundred flowers bloom, It has stimulated new market vitality from the original consumer categories.
The first generation of marine food
The initial prevalence of marine food mainly began in coastal areas. Due to the convenient access to raw materials, ready to eat seaweed, grilled fish slices, shredded squid and other dried foods are very common.
Photo source: poli seaweed
However, these forms of marine food are mainly low-end snack food, and the homogenization is very serious. Although low-end snack food caters to the tastes of mass consumers, such market positioning lacks research and segmentation in the consumer market, which not only idle the high-end market, but also produce more fierce vicious competition in the low-end market.
At the same time, most of them are scattered in marine industrial economic zones in different regions, with many production enterprises, showing a small and scattered situation, and the industry concentration is also low.
Around 2013, marine food ushered in category segmentation, and surimi products such as fish tofu, fish balls and fish intestines began to appear, showing a development trend of leisure and convenience. Fish intestines products were mainly affected by imported foods such as Japan and South Korea, and domestic follow-up also set off an upsurge. Although surimi products have been in the incremental stage, due to the rush of enterprises in the follow-up development, the category homogeneous competition is fierce.
The second generation of marine food
As people pay more and more attention to health and nutrition, marine leisure snacks stand out with their unique nutritional value. Driven by consumer demand, as well as the support and innovation of production technology, many brands have begun to make multi-directional efforts in marine food.
1) Advanced seaweed and dried fish
Picture source: Baicao flavor
Baicaowei integrates the characteristics of many snack categories. In the layout of seafood snack products, baicaowei launched a seaweed meat floss egg roll combining fragrant seaweed, crispy egg roll and salty meat floss, which can bite down three layers of delicious food in one bite. Targeting parties, outings and work scenes, this seaweed snack can also be used as children’s shredded bibimbap.
Positioned as “focusing on marine protein snacks”, Mr. beaver arranged the product matrix in three categories: Children’s snacks, light snacks and flavor snacks, and made differentiated adjustments in specific tastes and processes according to the subdivided needs of different target users to highlight different selling points. At the same time, grasp the core value of raw materials, processing and packaging materials in the fresh-keeping link.
Take this freshly baked cod fillet as an example. It is made of 100% cod without starch. After 6 times of stretching, 2 times of baking and 0 degrees of fresh locking, the COD meat is fluffy and salty. At the level of protein and fat, it is compared with eggs and chicken breast, closely focusing on the highlights of products with high protein, low fat, light burden and ready to eat. Many detailed processes are adopted to reduce the fishy smell, retain the fresh taste, abandon heavy seasoning and restore the original taste, so as to reduce the burden of consumers in terms of composition and heat.
The integration of China’s marine protein snack market is still low, and the channel access is not comprehensive enough. The snack brand represented by Mr. beaver has seized this development opportunity. In 2020, Mr. beaver won the title of top 1 of tmall ready to eat fish category and ranked among the top ten cutting-edge brands of tmall food in 2020.
2) If you eat light food instead of food, seaweed can also get a share
Focusing on the low-fat track, popocean seaweed planet has created more than 90% of deep-sea 0 fat seaweed fresh noodles by relying on complete upstream raw material supply resources and core R & D team.
This light seaweed fresh noodles, with more than 90% of deep seafood seaweed as raw materials, can be eaten anytime, anywhere. Each bag is only 38 kcal, equivalent to 1 / 4 apples. In the production process, the aerospace grade FD freeze-drying technology is adopted to maintain the q-bomb taste of the noodles and retain the nutrients of the algae to the greatest extent. Once launched, the unique seaweed fresh noodles have attracted extensive attention from the industry and consumers.
3) Targeting nutrition, seafood, cross-border children’s food
Unlike snacks, children’s seafood pays more attention to children’s daily diet and nutritional supplement. Compared with foreign markets, China’s children’s seafood products are still in the early stage of development.
With the corporate purpose of “sharing the unique food culture and health value of tuna”, yutaiping company has established a tuna prepackaged food industry chain with low sugar, low salt, low fat, high protein and high nutrition as the standard. Relying on the source advantages of yutaiping group’s industrial chain, yulovely, its children’s food brand, has also initially formed a product R & D system with tuna DHA health nutrition as the core, from tuna product R & D to deep processing process reengineering.
As a recommended product of China’s pelagic fishery, the lovely tuna pine locks in the consumption scene of children’s meals. Tuna pine is rich in DHA, which is conducive to the development of children’s brain and vision. Compared with other fish floss, this product is tender and delicate after slow fire baking and multiple grinding. One bag for a meal is scientifically quantified. It can be dissolved simply by adding it to children’s food and stirring gently.
These brands cut into different categories, tracks and consumption scenes respectively, which has had a great impact on the deep processing of a new generation of marine food. However, not all innovations can be profitable.
For example, consumers still lack enough popularity about the nutritional value of tuna. Cute children’s snacks don’t have an advantage in price. In addition to differentiated products, marketing and publicizing the selling points of products, matching consumers’ consumption cognition, and persuading parents to bear a premium for high-quality children’s food all need in-depth consideration and development.
4) Seafood is convenient and fast
Refined the “low-carbon water diet”, lost sugar and upgraded the traditional staple food. Deep sea goldfish is selected to replace the traditional refined noodles. It is rich in DHA, EPA and other nutrients while reducing carbon water. In particular, even the seasoning bag also meets the principle of low-carbon water. Japanese black garlic oil porpoise bone and beef in golden soup are newly introduced. It focuses on the characteristics of delicious, fat free, convenient and fast fish noodle making. It is suitable for all people in the fat reduction period to meet the mentality of wanting to eat staple food and being afraid of being fat.
Three months after the launch of the new taste of fish noodle, the total sales volume reached more than 8.5W boxes, and the repurchase rate was as high as 10.6%. It also won the best convenient food award of wood food and the Inspur food award.
It focuses on “Oriental nourishing, feeding and living”, and has been deeply cultivating sea cucumber products for a long time. It is characterized by strict material selection, slow stewing process and chef taste. The seafood gift package launched, combined with the secret Buddha jumping off the wall, Yuanqi flower glue chicken and stewed abalone in thick soup, is positioned in the scenes of family gathering, friends dinner, one person eating, gift giving, dinner and so on. As the IP co branded item of CCTV’s national treasure, the packaging design is inspired by the “various glazed color bottles” in the Qing Dynasty. This national treasure integrates more than a dozen firing processes and is matched with auspicious pictures such as “auspicious sunshine”, “auspicious celebration” and so on, which is exactly the product characteristic of integrating all kinds of delicacies and beauties in one box. The design is based on the original auspicious pictures such as “auspicious sunshine”, “auspicious celebration and surplus” on the bottle, adding the corresponding precious ingredients.
Pursuing high-end quality, we have achieved good results all the way with only sea cucumber series products for a long time. In 2020, Jiunian won the “best contribution award” of tmall cuisine in June, and the super single product of double 11 sea cucumber broke 10000 kg, defending the top in the aquatic industry. In 2021, Jiunian ranked first in the fresh food industry during the annual goods festival in January.
Photo source: cooking bag
Starting from the pain point needs of contemporary young people, the cooking bag has created a heat to flow rate circulating microwave heating bag blessed by black technology. High quality and high proportion of food materials are selected for food contents, and – 35 ° C quick freezing crystal fresh locking technology and whole process cold chain transportation are used to ensure that the best state of food is presented to consumers.
This product does not need to wait, does not need complex meal preparation steps, eliminates the trouble of cleaning up after meals, and does not compromise on taste and quality, giving the traditional seafood catering food a more convenient, high-end and unique experience.
In September 2020, the store went online and was successfully selected into the “2020 tmall cutting-edge brand creation camp” in the product pre-sale stage. In October, it won the “best product power” of tmall food hot search network. In the first month after the product was launched, the single SKU natural dynamic sales exceeded 10000 bags, and the re purchase rate in the two months after the product was launched exceeded 10%.
The brand zhenzhai, which also focuses on frozen 3R food, reflects the Japanese flavor of eel fried rice incisively and vividly through raw material optimization and complex and precise processing technology, which promotes the leap of eel fried rice into net red food.
The rising marine functional food
In recent years, with people’s increasing attention to health, the development of functional food has become a hot spot in food research, and functional food with marine organisms as raw materials has attracted more and more attention. At the same time, the application of new resources, new technologies and convenient packaging of health products has become the mainstream, and the function of a single variety tends to specialization.
Marine organisms contain more unsaturated fatty acids not found in livestock and poultry meat and plant foods, and are rich in easily digestible proteins and amino acids. Marine life is also a treasure house of inorganic salts and trace elements. The content of calcium in sea shrimp and sea fish is several times to dozens of times that of poultry and livestock meat; Oysters are rich in zinc; Kelp is rich in iodine; Iron in fish is most easily absorbed by the human body. Marine organisms also contain special bioactive substances.
Since the 1980s, with the application of high and new technologies such as marine biotechnology and molecular rapid screening methods, nearly 4000 bioactive components from natural sources have been isolated from marine animals, plants and microorganisms all over the world, which have the effects of anti-tumor, improving human immunity, lowering blood pressure, benefiting intelligence, preventing Alzheimer’s disease and beauty.
The marine functional foods developed and applied in China are mainly lipid functional foods (unsaturated fatty acids, etc.), active sugar functional foods (chitin, chitosan, etc.), polypeptide functional foods (COD peptide, glutathione, etc.), and other functional foods (astaxanthin, squalene, etc.).
Photo source: application of modern biotechnology in the development of marine functional food Mao Xiangchao
At the same time, most of China’s marine functional products infer the possible function of food according to the nutritional components or fortified nutrients in food, which is not necessarily confirmed by experiments. North America, Japan and South Korea are vigorously developing marine functional products with functional factors that can maintain a stable state in the final food.
However, on the whole, the industrialization degree of marine functional food in China is low and the development time of the industry is short. Marine functional food is mainly primary processed products, with few intensive processed products, and most enterprises are still in the state of small-scale decentralized operation. In terms of the current domestic marine functional food production enterprises, the enterprises with strong competitive strength include Aohai biology, a domestic R & D and production enterprise of conjugated linoleic acid earlier, and Shandong dyne, which focuses on products in the field of children’s health.
This is mainly because China’s marine functional food researchers lack the market-oriented R & D concept, the efficacy of R & D products is largely repeated, and can not really meet people’s diverse and multi-level needs for marine functional food.
Therefore, the product development of marine functional food to meet the market demand needs to be strengthened.
Prospect of marine food: seafood can also be eaten like this
In addition to domestic developing brands, looking at the world, we may be able to learn some new ideas from the more mature marine food industry in Japan, South Korea, North America and other regions.
Deep cultivation of children’s catering, nutrition and fun coexist
Ji Wenyu, Xiaoyu, Xiaoyu, Xiaoyu, Xiaoyu, Xiaoyu, Xiaoyu
Using the cute images of white bear and cat in the popular cartoon series “corner creatures”, Japan’s Jiwen brand has launched a fish Bento that caters to children’s favorite. The product is made of fish, egg white, plant protein and seafood extract. It is packaged in convenient small bags. It is very suitable for convenience dishes or side dishes.
Asahi vegetable cake premix powder
For the consumer groups of infants and young children over 9 months old, Asahi designed a vegetable cake ready mixed powder with all natural ingredients and strengthened calcium and iron. It is made of mashed potatoes, carrots, spinach and seafood extract. It can bake delicious by adding water. The product strengthens calcium and iron to meet the nutrition required for baby’s growth and development.
Form innovation: emerging raw materials, subverting traditional categories
In the popular food track, the use of marine food as the main raw material not only breaks through the limitations of traditional categories in raw materials, but also caters to the development trend of healthy food, making the products have both taste, flavor, nutrition and health.
12tides is a brand of organic seaweed snacks. The best-selling product, sea salt puffed kelp, takes the sustainable harvest of organic seaweed as the main raw material and is baked. The baked product tastes crisp and can replace many popular potato chips, puffs and other crisp snacks in the market. This product is gluten free, sustainable and environmentally friendly.
Nature Museum sabachi (サバチ) blue and white fish potato chips
This blue and white fish potato chip is made of 70% blue and white fish, starch, sugar, etc. without any additives. Each 100g contains about 230mg DHA / EPA, which is conducive to brain development, especially suitable for children.
Mix salmon with egg yolk, combine the sweetness of onion and flavoring white pepper to form Lake pool house salmon sandwich potato chips. The meat sandwich has delicious flavor. Potatoes are wrapped on the outer layer to make the taste more layered.
Scene Innovation: functional food in different consumption occasions
In Japan, seaweed is the soul of Japanese cuisine. In addition to all kinds of traditional seaweed foods, seaweed tea, seaweed drinks and seaweed health products, many brands add seaweed functional components to their daily meals to make the simple diet look new.
Shimadaya frozen bodybuilder
Shimadaya launched a fine udon noodles that can reduce blood sugar after eating. It tastes smooth and elastic. Natural potassium alginate extracted from kelp is added to the formula to help reduce blood fat, blood glucose and cholesterol.
With the effect of promoting bone and skin health, marine collagen products have been welcomed by consumers. Today’s marine collagen products are not limited to the form of capsules, but have derived the form of collagen drinks, lozenges and even snack bars.
Goop Beauty GOOPGENES Marine Collagen Super Powder
This vanilla flavored collagen powder drink contains marine collagen, astaxanthin and ceramide, which can promote the generation of skin collagen, make skin smooth and firm from inside to outside, reduce wrinkles and effectively replenish water. Among them, marine collagen comes from Alaska cod, and astaxanthin is extracted from freshwater microalgae and contains a lot of vitamins. Continuous drinking for 8 to 12 weeks can help improve skin health. It is suitable for daily collagen supplement. Add a bag of collagen powder to 8 ounces of water and stir well before drinking.
Source: instagram kindroot
As an innovative tonic brand, kindroot’s flavor collagen throat candy uses marine collagen from fish and organic South African drunk eggplant (also known as Indian Ginseng) extract as the main active ingredients, mixed with natural peach blossom flavor spices. Gluten free, contains 2 grams of sugar. This product helps promote skin health and sedation.
With blueberry muffins and protein crackers, ELAVI collagen energy bar is suitable for breakfast, lunch snacks, fitness snacks and ordinary desserts. The product contains super food, antioxidants, plant protein and natural marine collagen. It can be enjoyed at room temperature or heated in microwave oven. This series has three flavors: Vanilla blueberry, chocolate biscuit group and chocolate medlar.
China is the world’s largest producer, consumer, importer and exporter of seafood products. It has rich marine resources and convenient logistics system, but it is still in the primary stage of marine food development.
Looking at the deep processing of marine food from the perspective of sustainable development not only helps to solve the problem of supply and demand caused by market information deviation, but also breaks through the bottleneck of seafood homogenization.
It is still waiting for the exploration and attempt of marine food practitioners to deeply understand the value of functional components of marine organisms, design products for specific people and scenes, and further create differentiated brand value.
 Analysis on the development status and future development trend of China’s marine functional food industry in 2018
 Report on in-depth investigation and investment strategy analysis of China’s marine economic industry from 2016 to 2021
 Development and utilization of marine food in China and its industrial development status and trend Zhang Rongbin
 Application of modern biotechnology in the development of marine functional food, Mao Xiangchao
 “Sketch” can also pry the “big market”. How popular are marine snacks?
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