2021 is an extremely “extraordinary” year for the global nutrition and health industry. The continuous and repeated global epidemic situation is like a “double-edged sword”. On the one hand, the shortage of raw material supply chain and the increase of goods logistics cost have “hindered” Global trade; On the other hand, the epidemic has spawned many market potential tracks, and sub tracks such as immune health, weight management, emotion and sleep assistance have been continuously “catalyzed” by the epidemic.
At the same time, the continuous epidemic of the epidemic is also promoting people’s attention to the concept of plant-based and environmental sustainability. Plant-based has become a hot trend in the world, and many enterprises are using this trend to carry out product innovation.
From the major events in the nutrition and health industry at home and abroad in 2021, zhitiqiao selected 10 representative hot events for analysis and interpretation, including the latest regulatory trends, hot raw materials, brand layout, giant acquisitions, etc. Let’s review 2021 in the nutrition and health industry and look forward to the hot trends in 2022.
Hyaluronic acid has entered a new era of food in China
Hyaluronic acid, scientific name sodium hyaluronate (hyaluronic acid / HA). As a substance existing in the human body itself, hyaluronic acid is widely distributed in eye vitreous body, umbilical cord, joint cavity, skin, cartilage and other tissues. “Moisturizing and lubrication” is the mainstream synonym of hyaluronic acid. In fact, consumers are no stranger to hyaluronic acid, especially those who pay attention to skin care. However, the basic cognition is to stay in the field of “skin care and medical beauty”, but little is known about the field of oral administration.
In overseas markets such as Japan, the United States, the United Kingdom and South Korea, hyaluronic acid has already entered the food field as food raw materials and health food raw materials. In January 2021, the National Health Commission announced that “sodium hyaluronate” was listed as a new food raw material and allowed to be added to ordinary foods. The recommended consumption amount was ≤ 200 mg / day. The specific scope of use and the recommended maximum consumption were shown in the figure below. The suitable population did not include infants, pregnant women and lactating women.
Application scope and recommended maximum dosage of sodium hyaluronate
Source: National Health Commission
It is reported that Huaxi biological began to apply for the application of hyaluronic acid in the food field in 2004. After 16 years of approval, the whole process was arduous, but the final result was satisfactory. Since then, the application chapter of hyaluronic acid in the domestic oral field has been opened.
The approval of laws and regulations promoted the rapid growth of the product side. Wonderlab was the first enterprise to launch hyaluronic acid soft candy, and the market reaction speed was very fast. Later, many brands such as Thomson Beijian, Yili, Guangming, Wahaha, Xi tea and Naixue tea launched hyaluronic acid related food and beverage.
In 2021, hyaluronic acid became a popular raw material, and its “efficacy” was constantly confirmed by scientific research. Recently, Tsinghua University, together with the school of basic medicine of Capital Medical University and the Clinical Nutrition Department of Peking Union Medical College Hospital, released the research progress on the physiological function and action mechanism of oral hyaluronic acid, which once again confirmed the effect of oral hyaluronic acid and scientifically improved consumers’ awareness of oral hyaluronic acid.
With regard to the market development trend of hyaluronic acid in 2022, Huaxi biology told zhitiqiao that in terms of application, the oral beauty market will take the lead in 2021, followed by the bone and joint market. The future potential market is the gastrointestinal market, which has evidence for both efficacy and product application.
NMN industry moves towards rationality and standardization
NMN, fully known as nicotinamide mononucleotide, belongs to vitamin B derivative and is a precursor for the synthesis of life factor NAD +. NAD (nicotinamide adenine dinucleotide) exists in human cells and is an important support for cells to maintain vitality. Since NAD + cannot be directly absorbed by human body, it needs to be transformed by supplementing NMN. In the past two years, NMN has been rapidly out of the circle in the domestic market, especially in 2020. The domestic NMN related stock market also rose sharply in 2021, and the capital side continues to pay attention to this product.
According to the requirements of domestic regulatory authorities, NMN can not be used in ordinary food or health food formula, and NMN, as a functional raw material, has not been subject to relevant safety assessment in China. At present, NMN terminal products in the domestic market are mainly overseas brands, and the price of products is mostly high. The main marketing position is cross-border e-commerce platforms, many of which are produced by domestic enterprises in overseas factories and then sold to China through cross-border platforms, bypassing the supervision of domestic laws and regulations.
In fact, some NMN products on sale have exaggerated claims or adulterated raw materials. At the end of 2021, a company in Jiangsu was punished by the national regulatory authorities for exaggerating the role of NMN products. The external anti-aging claims of NMN products have no exact evidence, and have not been evaluated and approved by China’s regulatory authorities. Meanwhile, the research conducted by chromadex found that more than half of the NMN supplements sold on Amazon platform contain almost no bioactive molecules.
In 2021, deputies to the National People’s Congress proposed issues related to the NMN industry to the State Administration of market supervision. The regulatory authority also replied on December 30, 2021 that it would cooperate with multiple national departments to support the basic research of NMN and related products and guide the standardized development of NMN and related products. In general, the domestic NMN industry is moving from fanaticism to rationalization.
The prosperity of CBD abroad has faded, and it is completely cool at home
CBD (cannabinoid) first appeared in the market in the second half of 2018. By March 2019, CBD was represented at the Natural Product Expo West exhibition in the United States, which was completely out of the world. CBD was first used by people in the medical field. In the past two years, it has been applied in food and beverage, nutritional supplements, skin care products and other fields. On the one hand, the scientific research on CBD is increasing. On the other hand, enterprises also have high hopes for the raw material. Of course, consumers are also very interested in CBD.
On May 28, 2021, the announcement of the State Food and Drug Administration on updating the catalogue of prohibited raw materials for cosmetics (No. 74, 2021) officially listed cannabis diphenol, cannabis kernel fruit, cannabis seed oil and cannabis leaf extract as prohibited raw materials for cosmetics, which directly terminated the development of CBD in China. In the early days, there were many skin care products focusing on the concept of “industrial marijuana”. After the emergence of this new regulation, it was difficult for e-commerce platforms to see the existence of CBD.
In the past two years, the prosperity of CBD in foreign markets began to fade, and the safety and efficacy of many related products were questioned. The co-founder of radicle science, a medical research company, said that consumers’ lack of trust in CBD manufacturers is slowing down the development of the market and the spread of the nutritional and medicinal value of CBD. At the same time, based on the complexity of the commercial feasibility supervision of this component, people’s demand for substitutes is very obvious.
EU bans food additive “titanium dioxide”
Titanium dioxide (TiO2) is a kind of white inorganic pigment, which has good whiteness and luminosity, high opacity, good dispersion, covering and weather resistance, and stable chemical properties. It is the most commonly used white pigment at present. It is commonly used as food additive and cosmetic additive. In recent years, the safety of titanium dioxide has been questioned.
As early as 2010, the International Center for research on cancer released a report that titanium dioxide may have potential carcinogenicity to animals, which confused and strained the food regulatory agencies in many countries. After nearly a decade of evaluation and discussion, the European Commission finally adopted regulation (EC) resolution 1272 / 2008 in 2020, listing titanium dioxide as a class 2 suspected carcinogen that may cause cancer by inhalation. The regulation will enter into force in September 2021.
In fact, France’s action is even earlier than that of the European Commission, and food containing titanium dioxide has been completely banned in early 2020. The EU decided it was unsafe in 2021 and banned it as a food additive. The ban came into force in January 2022. In addition, manufacturers will face a six-month phase out period during which they need to redesign their products if they want to continue to put them on the market. After that, the EU will completely ban the sale of foods containing titanium dioxide as an additive.
At present, the whole industry has been phasing out artificial pigments and turning to foods from natural sources. Titanium dioxide substitutes are becoming the focus of the industry.
A new generation of prebiotic iterative products,
2 ‘- fucosyllactose regulation green light constantly
HMO is a complex carbohydrate, which naturally exists in our first food “breast milk”, and can provide unique nutritional value for the human body. At present, scientific research has identified more than 200 kinds of HMOs. In theory, breast milk contains much more than this amount of breast milk oligosaccharides. At the same time, each HMO has different size, structural complexity and its content in breast milk.
HMO molecular structure
Source: kohansen official website
2 ‘- fucosyllactose (2’ – FL) is the most studied and the most commercialized in HMO family. The regulations of many countries and regions around the world have given it a “green light”. The United States and some European countries have issued relevant standards and regulations to allow the use of HMOs in infant food, especially the EU’s open attitude towards HMOs 2 ‘- fl continues. The EU approved it as a new resource food in 2016, expanded the use of 2 ‘- FL / di FUCOSYL lactose to “milk drinks and similar products for young children” in 2021, and then approved 3’ – FUCOSYL lactose as a new resource food.
In addition to the European Union, the regulatory authorities in the Asia Pacific region have issued relevant opinions on 2′-FL security. At present, Singapore, Malaysia, Vietnam, Australia, New Zealand, China Hongkong Special Administrative Region, China Taiwan region and other countries and regions have also passed the regulatory licensing of 2′-FL, and began to put into the infant products market. For China’s domestic market, giant enterprises such as DSM and fislan are actively promoting the approval of relevant regulations of 2 ‘- fl.
According to zhitiqiao, local enterprises are also actively promoting the development of local HMO industry. Focusing on the field of microecological nutrition for 20 years, quantum high tech’s investment in China’s HMOs database in recent three years has yielded results. The database will bring scientific research value to better understand and explore the nutritional and protective characteristics of local breast milk oligosaccharides.
In addition, as a representative enterprise of domestic dairy enterprises, Yili is also making innovative research and Analysis on the variation law, influencing factors and health efficacy of breast milk oligosaccharides with lactation, so as to provide scientific evidence for personalized nutritional services and product development in the future.
FDA officially announced a new member of the natural blue pigment family,
Butterfly bean flower water extract
In September 2021, the US Food and Drug Administration (FDA) approved the identity of Clitoria ternata water extract as a natural blue pigment additive, which is a plant native to Southeast Asia. The applicant is senxin pigment company under senxin technology in the United States. The approval of the regulation is an important milestone in the food industry and fills an important gap in the series of natural pigments, especially natural blue pigment.
Natural blue pigment has always been scarce, giving people a proud and charming temperament, but this has not affected that blue has become a popular element affecting the food and beverage market in recent years. Blue ice cream, blue candy and blue pastry… Many domestic beverage brands and coffee brands have launched blue based drinks, such as Walden blue series launched by Ruixing in the summer of 2021, It has been called “summer ice drinking beauty ceiling” by netizens on major social platforms.
The existing sources of natural blue pigment mainly include Spirulina extract, gardenia blue and huito fruit. Meanwhile, Mars is developing natural blue from red cabbage. At present, only Spirulina extract (2013) and diedouhua extract (2021) are approved by the FDA of the United States. The natural blue pigments allowed by China’s regulations are phycocyanin and gardenia blue.
As a manufacturer of natural plant extraction polychromatic system in China, Zhongda Hengyuan told zhitiqiao that gardenia blue has a wider application range, better stability and lower cost than diedouhua blue, but the drawback is that it is not as good-looking as algae blue. At present, gardenia blue has submitted an application to FDA, and it is believed that its compliance application in the U.S. market is not far away.
Phycocyanin is a kind of pigment with high popularity in the market in the past two years, which can be called Double online of beauty and connotation. Binmei biology told zhitiqiao that the properties of algal blue are different from gardenia blue and diedouhua blue, and their blue hue is also different. Aiming at the stability of phycocyanin, binmei biology has invested a lot of research to make a breakthrough, and has developed stable phycocyanin suitable for beer and carbonated drinks. At the same time, it has also made “breakthrough” progress in heat stability and production cost.
“Big” acquisitions in the history of China’s pet food industry,
6.8 billion to buy the peak of high-end pet brand ziwi
The white paper on China’s pet consumption trend in 2021 points out that the scale of China’s pet market will be close to 300 billion yuan in 2020 and 445.6 billion yuan in 2023. According to other data, the sales growth rate of China’s pet food market in 2019 was 18.01%, much higher than the 7.35% sales growth of the world’s pet food market, mainly driven by the single economy. According to the Ministry of civil affairs, the number of people living alone in China is expected to reach 92 million in 2021, while more than a third of China’s pet dogs and cats are owned by single people.
In the past two years, the domestic pet market has been heating up, Many dignitaries are interested in this “cake”, and the acquisition of overseas brands has become their preferred way. In September 2021, Fangyuan capital of China’s mature private equity fund paid NZ $1.5 billion (about US $1.06 billion, 6.8 billion) Buy New Zealand high-end pet brand ziwi. From the advantages of geographical location to the product formula of cat and dog food, to the special production process, as well as strict standards and safety processes, ziwi has become one of the most popular high-end brands in China. At the same time, it has been affectionately praised by consumers as “Hermes” in cat and dog food.
Little red book about “peak”
Source: Little Red Book
At present, the domestic pet food track has become a hot field, and many enterprises are getting together to enter the track. The competition of staple food brands is very fierce, and the medium and high-end staple food market is mainly occupied by foreign brands. In contrast, the pet nutrition track has not yet formed a stable head, and the players of this track are still exploring and trying.
On the one hand, there are enterprises such as red dog that have focused on pet nutrition for many years, as well as professional health food companies such as Jianhe group. There are also many companies that cut into the field of pet nutrition from staple food, including Nestle, Mars, etc. On the other hand, many new Internet consumer brands continue to enter the market, and this track is constantly subdivided and specialized.
FDA announces new members of the dietary fiber family,
Arabic gum is a plant hydrated colloid secreted by some Acacia species naturally grown in countries in the northern part of the African continent. Its main components are high molecular polysaccharides and their calcium, magnesium and potassium salts. It is an ancient natural gum in the world. The earliest application can be traced back to ancient Egypt 5000 years ago, when people used it as a thickener in cosmetics. With the development of the times and the progress of science and technology, the application of Arabic gum is expanding, including food industry, printing industry, medicine and health care.
In the field of food and beverage, gum arabic can be used in candy, baking products, dairy products and ice cream, snacks, fruit products, meat, sauce, seasoning, cooked food and plant substitutes in the form of “colloid”. This time, the United States approved it as a new type of dietary fiber and will expand its application as “dietary fiber” in the formulation of functional food and beverage, nutritional supplement products and digestive health products.
FDA Approves gum arabic as dietary fiber
Source: Official Website of FDA
It is reported that nexira of France played a key role in the approval of Arabic gum to FDA dietary fiber event, and plans to produce and commercialize Arabic gum raw materials in the United States soon. Nexira, France, told Zhiti bridge that inavia ™ It is a new generation and upgraded version of Arabic gum fiber raw material, which belongs to organic certified, carbon neutral brand raw material.
Based on the particularity of its branched chain structure, inaveatm has the characteristics of gradual fermentation in the intestine and good digestion tolerance. It can be used as a natural and non transgenic prebiotic component.
Yuanqi forest and other leading brands began to pay attention to “mulberry leaves”,
The homology of medicine and food has attracted attention
In November 2021, Yuanqi forest fiber tea series launched a new “mulberry leaf tea” flavor drink. Corn whisker tea and Hangzhou White Chrysanthemum tea have been launched earlier. This time, mulberry leaf tea focuses on the concept of “drinking fiber tea lightly in one day”. This mulberry leaf tea belongs to the formula of 0 sugar, 0 calorie and 0 fat. It does not add caffeine and has the lowest sodium content among the three flavors. Each bottle of mulberry leaf tea contains 7.5G mulberry leaf and balsam pear.
In the past two years, low sugar, low fat and low calorie are still the buying points of food and beverage, but this also leads to the continuous emergence of product homogenization. For consumers, low sugar has become the standard of health products, so upgrading or looking for new explosive points has become the focus of brands. However, the drug and food homologous raw materials represented by “mulberry leaf”, “Bergamot” and “oil Citrus” are becoming a new hot spot in the market.
Mulberry leaves have a long history of use in China, whether it is the planting of mulberry trees, the rise of silk industry, or medical use. Modern scientific research has found that mulberry leaves are rich in amino acids, cellulose, vitamins, minerals and a variety of physiologically active substances. The food and beverage industry also continues to explore the industrial chain of mulberry leaf deep processing, and quickly enter the consumer market through mulberry leaf powder, mulberry leaf extract, mulberry leaf tea and other products.
Yuanqi forest fiber tea “mulberry leaf tea”
Source: Yuanqi forest Taobao flagship store
Sangduoan mulberry leaf extract launched by Bozhong Shengjing is a mulberry leaf extract approved by the health commission as a food raw material (wsxzz  No. 0002). Its original production process, product characteristics and application have been authorized by Chinese patent (zl201110345375.8). Bozhong Shengjing said to zhitiqiao that sanduoan selects specific “white mulberry” varieties, and the raw material base can ensure the continuous supply of products and the high quality of raw materials in China. At present, Yuanqi forest, liangpin shop, Sanyuan, instant solution and other brands have listed products using santo’an raw materials.
Hubei Ruibang biology takes the new raw material “mulberry leaf peptide” as the market entry point to iteratively upgrade the same raw material mulberry leaf for medicine and food. After more than 10 years, from mulberry breeding to extraction technology, and then to R & D and production. Ruibang bio told zhitiqiao that this raw material has been on the market in the second half of 2021, and its application fields include food and beverage, nutritional supplements, functional foods, etc. The emergence of mulberry leaf peptide not only provides new ideas for the development of mulberry leaf products to avoid homogenization, but also inherits and breaks through the homologous culture of medicine and food.
Global sugar reduction has become the new normal,
Who will be the next sugar substitute star
Since the concept of “Zero sugar”, “zero calorie” and “zero fat” was detonated in China, the newly listed food and beverage will be more or less related to these three belts. Consumers also pay for this kind of products, especially the new consumers represented by post-95 and Post-00. Carbonated bubble water and sugar free milk tea with “three zeros” as the selling point continue to impact the status of carbonated drinks as “fat house happy water”. The trend of reducing sugar abroad has been more than 10 years, and the “sugar tax” in recent years has detonated this trend. At home, it has just begun, and the market still has a long way to go.
From Stevia to Siraitia grosvenorii to erythritol, the explosive demand for sugar reduction on the consumer side has rapidly promoted the development of the raw material industry chain. Consumers not only need a natural and healthy diet life, but also need the taste and experience that can meet the appetite. The concept of “sugar substitute” has become a new favorite in the market. At present, erythritol is a highly popular sugar substitute raw material in the world, and there are countless circle powders in China, but it also leads to the homogenization of product formula. Erythritol is basically used in domestic sugar reducing products.
In terms of the development of new raw materials for global sugar substitutes, alodonose has a high voice. At present, alodonose is widely used in various new products, such as sweets, dairy products and beverages, partially replacing sucrose or compounding with other sweeteners. The United States has approved its application in food and beverage, and its main suppliers are actively promoting the application of alodonose in the EU and UK markets. In August 2021, the National Health Commission has accepted the application of d-alodonose as a new food raw material.
In addition, the supply Co. of the UK launched a new sugar raw material “supplanttm sugar” from fiber in 2021, which is a new mixed sugar naturally existing in plant fiber. It has been proved to reduce calories in food, with the nature of sucrose and the metabolic form of dietary fiber. At the same time, the EU approved “mysterious fruit protein” as a new resource food in 2021. It is a unique glycoprotein, which can bind to the sweet receptors (ht1r2 and ht1r3) on the human tongue and make sour food and beverages sweet. In addition, there are many enterprises to achieve the goal of reducing sugar from the technical level.
Functional sugar substitutes and natural sugar substitutes have a trillion market scale, but China has not yet formed a local giant Playhouse. This plate is a very valuable plate for the birth of future successful entrepreneurs.
Author: Tony; Source: herbridge media, reprint authorized.
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