China Food

The annual commercial hot spots of heavyweight daily food are released, and the opportunities for new species of the track in 2022 are here!

for the sixth consecutive year, foodaily has launched the “top ten annual business hotspots of daily food” to jointly capture the innovation opportunities that can not be missed in the next year.

Text: foodaily Thinking Research Institute

Source: foodaily daily food (ID: foodaily)

At the end of the article, you can obtain the innovative map of “top ten annual business hotspots of daily food” and purchase methods
In the past few years, in the field of food and new consumption, based on the new interpretation of new commercial elements, the subdivision and better expression of matching the needs of new people, we have seen more and more new categories and new species in the golden age of explosive growth in China after four commercial dividend periods: e-commerce dividend, social media flow dividend, supply chain dividend and category fission dividend.
But at the same time, we also observed that when the e-commerce dividend and social media traffic dividend gradually fade, the dividend becomes a red sea, and more and more consumer brands lost in the traffic volume and ROI volume fall into the mire and crisis of “fixed growth”.
This year, with the removal of traffic barriers among Internet giants, such as anti-monopoly, restricting the internal volume of the Internet and grasping the real economy, the ecological environment of e-commerce and social media platforms is moving from separation to integration. The “large traffic era” of openness and interoperability is about to become a new infrastructure and a new traffic ecology with reduced traffic costs. For brands, We should take this opportunity to think about how to grasp the balance between brand value and flow, focus more on cultivating our own internal skills, return to product innovation, return to category mind, and return to how to continue to break the circle and create new species in subdivided categories through more vivid products and empathy with consumers.
In this context, foodaily’s annual business hot spot explores the development law of categories from 200000 new products around the world, studies the changes of global consumption, studies the changes of new consumers and consumption demand in combination with the in-depth insight into the Chinese market, explores the new value brought by the two new consumption drivers of Technology reconstruction and brand interest, and focuses on the category cracks / forward-looking discovery of innovative products, We hope to help new consumer entrants anchor the fission opportunities of market segments and categories, and provide inspiration and decision-making reference for product innovation next year. Starting from the annual commercial hot spot, foodaily daily food will join hands with commerce and industry to witness and promote a new round of outbreak of new food species.
The reason why commercial hot spots can be “hot” is that the underlying logic is inseparable from the same frequency resonance with consumers. Therefore, we also start from the four consumer centered dimensions of health, spiritual pleasure, the link between people (home & temperature) and the redefinition of beauty to uncover the top 10 business hot spots and category forecasts we give under different levels of consumer demand.
From physical to psychological,

Health is always the first line of defense

No matter in any era, the word “health” is a fundamental need for the people, the family and the country. The new consumption tide is coming with all kinds of cultural views, aesthetic views, life views and diet views. But only the pursuit of health always stands.
At present, various macro factors are emphasizing or promoting “national health” as the foundation of development. Whether it is the “healthy China” strategy, the acceleration of aging, the accelerated tilt of investment to the big health field, or scientific and technological innovation, all have created the greatest space for the development of the health industry.
At the micro level, health consumption is expanding from the past “vulnerable groups” to popularization, the core of health product purchase is younger, and the consumption scene is daily; The upstream and downstream parties of the industry are providing highly personalized and humanized solutions around diversified health needs, and the health industry is glowing with vitality.
Therefore, we say: health is the most deterministic opportunity under uncertainty. Looking for future business opportunities from a health perspective will become a new normal pursued by the whole food industry.

Core contradiction between supply and demand: relatively backward supply of Chinese herbal medicine vs unsatisfied demand for health care
Starting from the 1980s, with the rapid improvement of Chinese people’s living and economic level and the gradual enhancement of their awareness of health, disease prevention, health care and health preservation, the market scale of China’s nutritional and health products has flourished in just over 30 years, merging the two categories of traditional health food and emerging functional food, becoming a broad track with a scale of nearly 450 billion.
Among them, the retail sales of traditional health food in 2020 will be 288.776 billion yuan. From the perspective of per capita, the per capita consumption of health food in China is about 1 / 5 of that in developed countries. The penetration rate of health food in the U.S. market is 50%, and the sticky users are 60%, while China has only 20% penetration rate and 10% sticky users. This means that if China increases its market penetration by another 20%, it will add the second largest market in the world.
It provides consumers with a wide range of food functions and health products. The promotion of different product forms such as soft candy, drinks and meal substitute powder, and the refinement of functional requirements such as weight management, whitening and beauty, intestinal regulation and sleep aid have made functional foods explosive in a short time, with an average growth rate of more than 15% in recent three years.
But when we look at both traditional health food and emerging functional food, we will find that most of the main functional components have “Western genes”. Traditional Chinese herbal medicines account for only 30% of health food. Probiotics, collagen, grape seeds, hyaluronic acid, GABA and other modern ingredients are rapidly becoming popular among young people.
Modern science + herbal culture + new health needs = functional food national tide Era
In this tide of functional food, foodaily believes that based on the wisdom of Chinese traditional herbal health care and rich supply of herbal resources, Oriental herbs have not yet played their full strength.
In recent years, we have seen that new consumption promotes Guochao culture, and Chinese people begin to pay more attention to the concepts of traditional Chinese medicine tonic and medicine and food homology; At the same time, modern scientific research on herbs is constantly improving. Tu youyou extracted a brand-new antimalarial drug artemisinin from Artemisia annua, a plant based on traditional Chinese medicine. The intermediary rate of traditional Chinese medicine in the diagnosis and treatment process of Xinguan exceeds 90%. Enterprises based on traditional Chinese medicine have reduced the dimension of the food field by virtue of their research and supply chain advantages, and emerging consumer brands are also eyeing this cake, Using Internet thinking to empower traditional medicine and food homologous culture
Benchmarking overseas, in 1994, the United States officially recognized the use of plant extracts as food supplements. So far, herbal supplements have become a very important part of the functional food track in the United States. In the current era of comprehensive awakening of consumers’ health care needs in China, with the help of modern science, Oriental herb should also play its due value in this functional tide, open the national tide era of functional food and create new business opportunities.

Category selection view:

Oriental herbs should be integrated into Chinese lifestyle, find more grounded category expression, and drink soup and porridge is an ideal way to make Oriental herbs out of the circle.

Core contradiction between supply and demand: leading scientific research vs backward consumer cognition
Digestive problems have always been the first health pain point that puzzles most people.
From “eating delicious food” to “intestinal health” and then to “post digestive health”, food with digestive health as the core appeal has been the focus of attention all over the world. According to precedence research, the global market scale of digestive health products will increase from US $37.7 billion in 2020 to US $72.5 billion in 2030, with an average annual growth rate of 8.5%. In China, the per capita nutrition expenditure of 250 million elderly people on gastrointestinal diseases reaches 1200 yuan (2019 Figure), and the derived digestive health demand can form a huge market of 300 billion yuan.
Global Research on digestive health has accumulated profound experience. Represented by “brain gut axis” and “lung gut axis”, the industry has a deeper understanding of the close relationship between intestinal health and the whole body. Probiotic strains, dietary supplements and functional foods aimed at improving the health of oral, skin, nerves and other organ systems have come out one after another, promoting the emergence of the concept of “digestion extension”.
In today’s China, fast-paced life and stress, unscientific diet and exercise lead to increasingly prominent digestive health problems for Chinese people. The digestive system with the intestine as the core has become the most concerned health problem for Chinese people. However, most Chinese people do not have a comprehensive understanding of the intestine. In addition to digestion, the cognitive rate of detoxification, nutrient absorption, immunity, emotion regulation and other related functions is not high.
In recent years, probiotics have initially established potential energy in the domestic market, with continuous achievements in efficacy research and activity protection technology, which has effectively promoted the innovation of digestive health products. However, the popularization of scientific cognition of digestive health still has a long way to go. Starting from the extension of intestinal health and driving the attention to general health, new raw materials, solutions and new experience forms rush out to jointly deduce the new forces of digestive health 3.0 era.

Category selection view:

Adding epigenetic elements to normal temperature yogurt to improve nutrition and efficacy will not only inject new vitality into the 100 billion level normal temperature yogurt Market, but also accelerate the scientific cognitive process of 1.4 billion consumers for digestive health.

Core contradiction between supply and demand: rich supply of fruits and vegetables vs thin consumption scenario
China is the world’s largest producer and consumer of fruits and vegetables, with rich categories of fruits and vegetables. It is the second largest industry in the domestic planting industry after grain. Thanks to long-term publicity and education, the natural health characteristics of fruits and vegetables are widely recognized and accepted by consumers. However, in contrast to the rich supply, the actual intake of fruits and vegetables is seriously insufficient compared with the recommended value of residents’ dietary guidelines.
What is the key point of the contradiction between supply and demand? Foodaily believes that it is the lack of consumption and application scenarios of fruits and vegetables and fruit and vegetable products. Under the general trend of pursuing natural health and freshness, consumers have put forward higher-level needs for convenience and experience of fruits and vegetables, but the domestic fruit and vegetable market is still in the primary stage in terms of product type, technical content and scene development. How to make the industrial development consistent with the status of “the first fruit and vegetable country”? How to improve category richness, expand consumption scenarios and increase residents’ Consumption Willingness is a great challenge and opportunity for the fruit and vegetable industry.
On the other hand, driven by the huge demand, the food industry is also setting off a fruit and vegetable fever.
1) Fruits and vegetables are becoming more and more popular in many categories: NFC fruit juice, children’s snacks, new tea, and functional foods in the form of fermented fruit juice, antioxidant extracts and other applications
2) New consumer brands related to fruits and vegetables have repeatedly been favored by capital: many brands in children’s snacks, fruit and vegetable slimming, fruit tea, flower and fruit wine, coconut based snacks and other categories have obtained financing
3) The fresh-keeping technology of fruits and vegetables represented by edible coating and ultrasonic, and the processing technology represented by HPP and freeze-drying are moving from the laboratory to the processing line
Finally, the vigorous promotion of the national strategy of “prospering agriculture and revitalizing the countryside through science and technology” has become another strong engine for the development of fruit and vegetable industry. Relying on the fruits and vegetables with regional characteristics to drive agricultural development and realize common prosperity in rural areas, we are convinced that fruits and vegetables will usher in a new round of explosive growth!

Category selection view:

The processing technology represented by fermentation makes fruit and vegetable products more colorful. Through fermentation, the demands of reducing sugar, increasing nutrients and regulating flavor and taste can be realized. The fermented fruit and vegetable drinks that are still in the initial stage in China will become the “vanguard” of the outbreak of fruits and vegetables.

Addiction, emotion, experience, culture, and the reshaped “spirit” stimulate business

Today’s young people, spiritual enjoyment is a very important part for them. Focusing on self pleasure, they are willing to pay for the culture, hobbies and beliefs they believe, and burn money to obtain emotional and experiential pleasure, expectation and satisfaction. These seemingly useless pleasures, such as blind boxes, handmade shoes and trendy shoes, are becoming more and more important spiritual “addictive” pillars for young people.
In the field of food and beverage, this trend also exists. Foodaily believes that all single products or brands that can cross the cycle must have had a “spiritual transaction” with consumers. From the most primitive sensory stimuli such as sugar, oil, spicy and delicious to the focus on long-term sustainable spiritual pleasure and psychological satisfaction, the “addictive consumption” of food and beverage is being rewritten by the new needs of young people.


Core contradiction between supply and demand: scattered industries, single products vs national tide cultural transformation
Store closure tide and financing fever appear in one category at the same time, and baking is the key position of new consumption innovation
On the one hand, there is the closing tide of traditional baking brands, and on the other hand, there is the innovation and entry of Chinese snacks under the background of national tide revival. Behind the alternation of the old and the new, the baking track has attracted unprecedented attention.
Once, the sweetness of sugar and cream, or crisp or soft taste, fragrant smell, bright and bright colors, or the positioning between snacks and dinner, made western baking occupy a place in Chinese diet and successfully seize part of the market share of Chinese pastries. Nevertheless, compared with Asian countries with similar eating habits, such as Japan and Singapore, China’s per capita consumption is less than half that of Japan.
Under the tide of the country, the midpoint is revived. In recent years, with the revival of Chinese traditional culture, Chinese pastries with a history of thousands of years have also flourished. Old brands such as Daoxiang Village comply with the national trend and regional cutting-edge players such as Luxi River, excavate Chinese traditional culture from product development, space design and marketing, and therefore win the love of young consumers. In 2021, the new Guochao baking brand is in full swing and favored by the capital market.
Compared with the industry evolution law of “compromise with foreign countries” or “West Point with wind” in the Japanese market with similar eating habits, baking will become the most priority and easily transformed category under the national tide. In China, modern new Chinese pastries and localized Western baking will jointly interpret Chinese baking culture. Foodaily believes that:
What kind of baking products and brands do the new generation with cultural self-confidence need under the general trend of staple food and snack, and how will the baking market evolve in the process of integration and change? How does Guochao enable the growth of baking market? Under the integration of China and the west, where is the growth space of the future split?

Category selection view:

Just like the fashion industry, with the power of national tide, there will be pop items every few years. Among them, the exquisite expression of traditional classic ingredients such as red bean, sweet potato and tea is the key direction of Chinese cultural transformation and baking

Core contradiction between supply and demand: a new generation of young women vs more picky new experience needs for health and pleasure
To be healthy and happy, it may not be just “sugar reduction” that moves women
The consumption power and self pleasing demand of young women are rising. They master the 10 trillion women’s consumption market and give birth to new tea drinks and low alcohol wine. These tracks have become the focus of attention. What is the next track to please women?
In the current booming female food track, we believe that “pleasing her” has two core characteristics that can not be ignored. The first is the deep fetter of women on “sweetness”. Compared with men, women are more likely to feel the emotional pleasure brought by sweetness, and the intake of sweetness and calories is a necessary emotional comfort for them in emotional fluctuations; The second is women’s anxiety about health and appearance. Too much sugar will lead to their physical and psychological burden and anxiety about being fat and ugly.
The emergence of 0 sugar bubble water has well solved this pain point in the beverage scene. At the same time, it also drives reducing sugar without reducing sweetness to become the standard configuration of the beverage track. However, from foodaily’s point of view, the popularity of bubble water can not be solely understood as the success in sugar reduction. What Yuanqi forest does right is to improve the overall taste experience around the beverages after sugar reduction, and the core elements used are bubbles and sugar substitutes.
Therefore, we propose that to meet the health and pleasure needs of female consumers, the brand should not just reduce sugar, but return to the polishing of taste experience. Looking back on the popular explosion cases of girls in the market in recent years, we will find some taste adjectives, such as rich, silky, q-bomb, air feeling It is easy to stimulate pleasant associations. We also see that more and more brands are seizing the minds of consumers by creating unique taste positioning, such as “thick milk” and “QQ pop can also be brushed”.
The versatile “milk” element is empowered, and the healthy light sweetness is coming
Among them, there is a key raw material, dairy, which is bound to create more business opportunities and value in the innovation of women’s healthy dessert. On the one hand, dairy products have health awareness in the hearts of consumers, and the natural composition ratio of dairy products determines its natural rich taste and aroma, which can be mixed with various categories. In the overseas market with better penetration of dairy consumption, the collision between dairy products and desserts in taste has been played a lot of tricks, bringing more innovative ideas to the domestic market.
From the dessert renovation of daily dairy products such as yogurt and milk drinks, to the health innovation of traditional dairy desserts such as ice cream, or use milk base to create new dessert species such as pudding and milk jelly Can become an innovative entry point under this track.
Open up delicious desserts with healthy “milk” elements, and the new pleasure proposition of “900 million girls” will certainly stimulate a larger healthy dessert market.

Category selection view:

“Mini and delicate, capable of carrying and playing”, and “healthy, light and sweet, pleasant and longitudinal enjoyment” inside. The innovative milk based exquisite ins dessert is ready to set off the next wave of pleasing her.

The core contradiction between supply and demand: the generation of “inner winding wants to lie flat” vs the new spirit & energy demand
It seems that the correct expression of this sentence has not been found in today’s energy drink track. Compared with overseas, China’s per capita energy drink consumption is only one tenth of that of the United States. The demand for energy drinks with high penetration among overseas young people has not been fully mobilized in China.
The growth path of double plate energy drinks in China is the core demand of refreshing and anti fatigue for long-term manual workers such as long-distance drivers. The mental fatigue and physical fatigue of the present generation gradually turn to the mental fatigue and mental fatigue of the previous generation.
From solving the physical needs to meeting the spiritual and emotional energy improvement, the self pleasing needs of the current young generation have been reflected in young male consumers, and will certainly stimulate new sparks in the male dominated energy beverage track.
Foodaily believes that, compared with tea, coffee, low alcohol wine and sparkling water, if the next generation of energy drinks want to become a new “addictive” product for young people, they need to design the long-term addictive attribute of “health light burden” in physiological function and combine it with emotional pleasant scene experience. Abandon the negative correlation of “drinking energy drinks and working overtime until midnight”, but return to the short, fast and continuous “happy” emotional and energy stimulation, such as better sports performance, higher work efficiency at work and more energy during leisure activities
At present, in the energy beverage market, the leader is involved in trademark disputes, and the competition pattern of the track is far from determined. The younger generation is from physical charging to emotional decompression, from spiritual pleasure to social identity, matching the new energy needs under different lifestyles and life scenes, from cross-border breakthrough of subdivided categories to innovation and polishing of products to resonance and touch of crowd scenes, The business opportunity to redefine energy drinks with happiness has quietly emerged.

Category selection view:

Combined with the happiness addiction of carbonated drinks, matching the sustainable demands of refreshing and activation, adding health energy buff to carbonated drinks is a new interpretation of the next generation of health addicts.

Core contradiction between supply and demand: product convergence of big track vs diversified demand under fragmented time
As opposed to staple foods, snacks refer to all foods other than regular meals. In this sense, snacks are not limited to tastes, ingredients and categories. In essence, they occupy all the time, scenes and emotions of the mouth outside the three meals.
Thanks to its unique inclusive attribute, starting from the functional needs of hunger filling between meals, leisure appetites, pleasant mood and conversation and social networking, and based on China’s unique food culture, regional taste differences, rich food material resources and the intervention of foreign capital, the snack track has evolved thousands of varieties and rapidly expanded to trillions in just a few decades of industrialization.
However, under the huge imagination space, the leisure snack market is like a plate of loose sand. According to Tianyan survey data, there are currently more than 163000 leisure and snack related enterprises in China, and the largest enterprise in China’s snack market accounts for only 2.3% of the market share of this track. Under the fierce competition, the pain points such as low concentration, unbalanced development of subdivided categories and increasing convergence of products can be seen at a glance.
However, on the consumer side, China’s unique food culture, regional taste differences, rich food material resources, rich crowd circles, fragmented needs and diversified scenes have brought a large number of needs worthy of exploration, which determines that snacks have evolved a lot of small categories and varieties in the Chinese market. Foodaily believes that:
1) The core characteristic of snacks is emotional satisfaction under fragmented time;
2) Snacks are not limited to tastes, ingredients and categories. The core is to occupy all the time, scenes and emotions of consumers in different circles outside the dinner;
3) Snacks need to design addiction points to meet the “emotional” needs of consumers and educate consumption scenes and habits.
In such a contradiction between supply and demand, in the trillion snack track, the era of sketches under the competition track has come, and a large number of new snack species will be born.
What are the characteristics of the new snack species? In addition to having the first mover advantage in category mind, we also need to have the core competitiveness of breakthrough products that others can’t copy in a short time. We give the cutting direction from different dimensions such as category, technology, formula, scene and raw materials.

Category selection view:

Making all categories healthy again can not become the core barrier of children’s snacks. Children’s snacks should become an important social tool to link family emotions. Only by matching the positioning of the scene and conquering the business from emotion can children’s snacks really last for a long time between different generations.

Home & temperature is culture, inheritance and link

At present, the main social contradiction in China has been transformed into the contradiction between the people’s growing needs for a better life and unbalanced and insufficient development. The core life demands of the Chinese people have replaced “material and cultural needs” by “needs for a better life”. So, what are the demands of Chinese consumers for a better life? According to the survey of the consumption trend report of Chinese residents jointly released by Boston Consulting Company and huge engine, family happiness and harmony rank first.
The core of the food culture inherited for thousands of years is “home & temperature”. Starting from the fireworks of life and the emotional link between people, driving the evolution of “home & temperature” in the new era, what commercial hotspots can it bring to the food and beverage industry?

Core contradiction between supply and demand: modern lifestyle vs the cultural core of staple food with temperature
In Chinese genes, it seems that eating a bowl of hot noodles and delicious rice will immediately be cured to the heart. As the basis of the 5000 year old table, staple food has never existed in isolation. Staple food carries the connotation and extension of Chinese diet and culture, and even the sustenance of Chinese people for family, friends and feelings. As a special existence, staple food is also most sensitive to the change of Chinese food culture and lifestyle. It is precisely because of this that this year, the outbreak of noodles officially sounded the horn of “Chinese fast food attack”. In addition, the amazing growth of prefabricated dishes also ushered in the first share, and boarded CCTV and microblog hot search.
The pace of consumption side and industry side is the same, giving birth to the “new staple food culture”
On the consumer side, economic and social development and lifestyle change. The acceleration of urbanization, the aging population, the miniaturization of families, the single economy and the entry of women into the workplace have brought new family dining table needs.
On the industry side, food chain digitization, cold chain logistics, vacuum & fresh-keeping technology and the development of cooking technology have brought possibilities for the iteration of new food culture.
Foodaily believes that:
In this transformation, the staple food culture drives the catering and creates a one-stop experience of “having a good meal”. In addition, western cuisine is not willing to lag behind. Besides noodles, what opportunities do we see to jump out of the appearance demand of lazy house?

Category selection view:

Simple and warm, prefabricated dishes 2.0 are hatching new family cooking habits. In the future, a simple cooking and smoky home cooked meal will be seen everywhere.

Core contradiction between supply and demand: visible food gap for the elderly vs invisible family affection and filial piety
According to the data of the seventh national census, the elderly population over 60 years old exceeds 260 million, and China is about to enter a moderately aging society. How to eat, what to eat and how to eat more professionally have become the focus of the whole people.
According to the 2019-2020 white paper on China’s food consumption trend and innovation, the average annual consumption of the elderly is 22600 yuan, including 7972 yuan for food and catering. Facing the huge market with a scale of one trillion, on the one hand, there are industry pain points such as lack of standards, lack of brands, single category, poor experience and low penetration. On the other hand, the national level has successively issued laws and standards such as “national strategy for actively coping with population aging”, dietary guidance for the elderly and general rules for food for the elderly, so as to standardize and guide the food industry for the elderly into a benign fast lane.
In the context of new consumption, foodaily believes that the elderly food market is facing two major opportunities:
First, with more middle-class people entering the elderly group and the rise of digitization, the overall consumption ability and aesthetic ability of silver haired people have been greatly enhanced, and they are more in pursuit of fashion and experience; The shape, function, scene and packaging requirements of aging products have been qualitatively improved.
Second, young people’s new ideas, new perceptions and new attitudes have injected fresh vitality into the traditional elderly food market. Jingdong data show that half of the consumption of elderly products is driven by young people. The back feeding from youth has become a factor that can not be ignored in the contemporary pension model, and it is also a new force to promote the innovation of food for the elderly.
category crack selection point of view:

highlights the staple foods with the concept of health and low saccharification (low GI value), including rice flour food, soup & porridge, baking and dairy products, which are the categories most likely to impress the elderly and most worthy of transformation and upgrading.

Visual beauty of science and technology and human nature


Core contradiction: useless appearance vs experience demand of rational and perceptual merger
Wu Xiaobo, a well-known financial writer, put forward the concept of “beauty price ratio” in 2020, which refers to the phenomenon that the current consumption trend overemphasizes external beauty and weakens essential innovation. It is undeniable that beauty is justice, which will still be established even after another 10 years. Nielsen data show that 64% of consumers will buy products with attractive packaging. In the turbulent era of national tide, how many new brands are popular by catering to the aesthetic preferences of the new generation rather than the competitiveness of the product itself?
Naturally, we think of a problem: if the first consumption depends on appearance. So, what do you rely on to consume again until you buy again and again?
Start with your appearance and be loyal to your “character”. The package without connotation is just a piece of colored paper, and the brand value conveyed in the package is the sharp tool for fixing powder.
Packaging not only provides the most basic protection, safety and environmental applicability, but also provides visual enjoyment and emotional satisfaction. Packaging is the concentrated embodiment of consumption trend, industry trend, business environment and social change.
Population structure adjustment, lifestyle diversification, globalization driven design concept exchange, social stratum differentiation brings strong demand for high-end and cost-effective products, the rapid development of biotechnology and nanotechnology, intelligent manufacturing and the Internet of things, and a variety of factors jointly affect the trend of the packaging industry. We believe that the overall direction of packaging innovation is to meet the higher-level experience with people-oriented, society as the background and science and technology as the underlying driving force. In this general direction, intellectualization, fashion, humanism, sustainability and experience will make the product packaging full of the beauty of science and technology and the beauty of human nature.

Category selection view:

Packaging that highlights the super convenient eating experience will boost category innovation, such as extruded seasoning bottles and microwave convenience foods. The new technologies represented by fresh lock, extended shelf life and smart label make the packaging more popular.

Disassembly, practice and landing

1) Food Expo & fbic2022
Display Innovation: take innovative products and brands as the core, disassemble hot business opportunities in detail, and deeply display and experience the global food innovation in multiple dimensions;
Experience Innovation: gather business & industry decision makers on the innovation chain from 0 to 1, deeply link the high-quality resources of the whole industry, and jointly find the solution of product & brand innovation in the new food era;
Integration and Innovation: through the deep integration of the whole business scene of “people and goods yard”, accurately link the industry, brand and consumers, and empower the brand;
Committed to becoming a window for major food brands to release products, display innovation and advocate new food consumption in the future;
Landing Innovation: decode the source of food innovation through annual series of activities such as “innovation journey”, “innovation theme day”, “innovation open class” and “brand private sharing meeting”, so as to put product innovation practice into practice;
2) Innovation map of “top ten business hotspots of 2022 daily food”
The daily food annual ten major business hotspots innovation map, converging the essence of ten commercial hot spots, from consumption insight to industry pulse to track opportunity dismantling, the paper version map is now on sale, click on the link below to grasp the whole year business opportunities.
Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
Join the community: Cherry (micro signal: 15240428449).
Isee Innovation Award
The registration channel for the fourth Isee global food innovation award has been opened. Launched by Foodaily daily food in 2018, the iSEE Innovation Award excavates and commends the global product / brand / technology / enterprise / personas innovation model from the perspective of business ecology. Through media campaigns, innovative search and social experience marketing activities, it shows the innovation to industry, business and consumers, and shows China’s innovation to the world, and promotes the integration of overseas and local innovation. Empowering China’s new consumption. There is not only competition, but also content, communication, experience and social networking. We look forward to the participation of every food enterprise! (click the picture to view the detailed introduction)
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