China Food

Nestle’s business in China “plus and minus method”

Under the trend of healthy eating that continues to sweep the world, Nestle, the world’s food giant, is accelerating its transformation and striving to find more opportunities in such an innovation by doing “addition and subtraction”.

A few days ago, Nestle displayed more than 50 series of nutritional food matrices around the whole life cycle at the 15th National Nutrition Science Conference. “Nestle has been studying the problem of sugar reduction. The pace of sugar reduction in our core businesses such as food and beverage in Greater China has never stopped, and we are committed to promoting the listing of more sugar reduced and low sugar products. At the same time, we are also gradually reducing the amount of salt directly every year, so that consumers gradually accept lower salinity.” Qu Xiangming, chief marketing officer of Nestle Greater China, said.

雀巢大中华大区首席市场官曲向明

In addition to reviewing the latest progress of Nestle in reducing salt and sugar in China, he also shared the market opportunities found by the company and several new trends that Nestle has seen in the Chinese nutrition market.

Now let’s take a look at the details.

Subtract

For Nestle, reducing sugar and salt has become one of its increasingly important “batons” in product research and development and innovation.

Statistics show that since joining the international food and beverage alliance, Nestle has promised to further reduce the salt content in its products, and has also announced the salt caps for different categories of products, from noodles to snacks and sauces. According to relevant commitments, Nestle will reach the initial salt reduction goal by the end of 2025 and the in-depth salt reduction goal by 2030.

Data picture

In terms of sugar reduction, Nestle has been promoting sugar reduction globally since more than 20 years ago. In order to achieve the goal of reducing sugar and maintain the taste of food, Nestle has taken many measures, such as optimizing the processing process, reducing sugar production, adding components that replace sugar, and changing the distribution of sugar in food (such as using hollow structure sugar).

Data show that from 2016 to 2020, Nestle reduced the sugar content of its products by 5.1% globally.

In China, the action plan for a healthy lifestyle for all (2017-2025) released in 2018 also proposed “three reductions and three health benefits”, and clearly listed “sugar reduction” and “salt reduction” as action goals for the first time. The “subtraction” of sugar and salt content is also an important issue that nestle urgently needs to solve.

“In China, we have also made a lot of efforts to reduce sugar. For example, our coffee products continue to launch new Zero sugar and sugar reduction products. While accelerating the launch of more black coffee products, we are also gradually reducing sugar in other coffee products. It is actually a very challenging thing to ensure the taste and health at the same time.” Qu Xiangming said.

Snack generation has previously introduced that on the eve of 618 this year, Nescafe launched seven series and more than 20 new black coffee products, including instant, ready to drink, concentrated liquid, ear hook and coffee beans.

Qu Xiangming also pointed out that reducing salt is even more challenging in China because the salt intake of Chinese people is as much as twice the recommended amount. “Nestle Taitaile has taken the lead in introducing salt reduced soy sauce, successfully reducing salt by 25%, and has overcome many technical challenges.” He said.

add

Accordingly, Nestle has spared no effort to meet the new demands, trends and opportunities in China’s domestic market

In Qu Xiangming’s view, with the upgrading of the Chinese market to Nestle Greater China at the beginning of this year, the company has raised its localization operation to a higher level in both research and development and market, so that nestle can better integrate global R & D solutions with localization needs. It is reported that nestle launched 220 innovative products in China last year, and he expects that the number this year will be a little more than last year.

“In the future, Nestle’s three R & D centers and five innovation centers in China will continue to make efforts, and a higher proportion of products based on the needs of local consumers will be available in different business units. You can expect that we will have a higher proportion of localized products to the market in the future.” Qu Xiangming said.

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Nestle’s business in China “plus and minus method”

而对于当下正处于风口的可持续营养方面,雀巢也同样在不断布局。雀巢方面透露,除了嘉植肴和燕麦饮之外,雀巢第三款植物基产品豌豆饮近日已登陆国内部分餐饮渠道,目前暂时只面向B端客户销售。资料显示,该款产品以豌豆蛋白为主要原料,“产品蛋白质含量达3.5g/100ml”。

在曲向明看来,随着今年年初中国市场升格为雀巢大中华大区,公司无论在研发还是市场等环节,本地化运营都提到了更高的水平,由此雀巢也得以更好地将全球研发的解决方案与本地化需求相结合。据悉,去年雀巢在中国推出了220个创新产品,他预计今年的数量比去年还要再多一些。

“未来雀巢在国内的3个研发中心和5个创新中心会持续发力,不同业务单元都会有更高比例的基于本土消费者需求的产品问世。大家可以期待我们未来会有更高比例的本地化产品推向市场。”曲向明说。

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