Not long ago, xiaoshidai chatted with he Yajun, general manager of China Nutrition and health products business department of Heliang (formerly GSK consumer health products). Recently, its vitamin and mineral supplement brand Shancun has made new moves in the children’s nutrition supplement market. The official announcement of the children’s brand Shancun xiaojiawei and the “super popular IP for children” Wangwang team’s great achievements “opened strategic cooperation. Both sides will work together to accompany children and create a happy childhood.
He Yajun said before: “in the future, our two major brands (nutrition and health business) – Caltech and Shancun will take the needs of Chinese consumers as the starting point and accelerate the research and development of new products on the basis of scientific reliability.” She said that according to the needs of different segments such as young people and silver haired people, the two major brands will continue to carry out targeted new product development.
When asked about the categories to focus on next, he Yajun said that he would consider from two aspects: on the one hand, whether the enterprise’s own capabilities and advantages are suitable; On the other hand, we should look at the attractiveness of the market and the market potential of this category, including scale, growth, growth space and profit margin.
Shancun brand expresses: “The category of children’s nutrition is a category with high potential and high growth, but with low penetration rate at present. Nutrition in childhood is critical to lifelong health. As a brand of a multinational consumer health product company, Shancun has launched products for children aged 4-10 since 2012. It believes that it has the responsibility to assume the pioneer role of this category and further popularize the importance of children’s nutrition to consumers through accurate and interesting marketing methods 。”
Next, let’s take a look.
洞察儿童营养现状
At present, society is increasingly concerned about children. In the past 30 years, more and more parents have gradually begun to pay attention to the nutritional status of children. The scientific research report 2021 on dietary guidelines for Chinese residents compiled by the Chinese Nutrition Society shows that the growth retardation rate and low weight rate of children under 5 years old in China have been declining, and the nutritional status related to energy and protein has been improved.
Nevertheless, the eleventh monitoring report on nutrition and health of Chinese residents * 2 points out that children’s intake of vitamins A, C, B1, B2, iron, zinc and other nutrients is still far below the recommended intake.
Population aged 2-17 in China
Proportion of micronutrient intake less than ear
Ear refers to the average requirement, which is generally slightly lower than RNI (recommended intake). It is often used to judge the possibility of insufficient intake of a certain nutrient
Moreover, the development rate of children aged 4-10 years is at a high level, and more nutrients are needed to meet the needs of children’s lymphatic system, physical and intellectual development and neural development.
Especially for the lymphatic system closely related to immunity, the development of the lymphatic system in children aged 4-10 years is at a vigorous stage, and it will reach its peak in life in about childhood. At the same time, the nervous system develops and enters the “sprint period”, * 3
With the continuous acceleration of the pace of life, parents are under the dual pressure of work and family, and it is difficult to take care of children in all aspects. Parents lack energy and children’s core 4
The latest “dietary guidelines for Chinese residents 2022” compiled by the Chinese Nutrition Society has refined eight balanced dietary guidelines, suggesting that Chinese people understand food and choose fresh food with high nutrient density. The “Rainbow nutrition principle” is also a positive response to this proposal.
Shancun has always been a firm advocate of the “Rainbow nutrition principle”. Shancun advocates the principle of multi-dimensional nutrition combination: every day, the body needs colorful, diverse and balanced food, which is not only used to supplement energy and macro nutrients, but also to supplement vitamins and minerals that the body cannot produce / synthesize.
(this picture only promotes the concept of rainbow nutrition)
To understand the “Rainbow nutrition principle”, we can look at it from three specific levels.
携手知名IP共建
First, food diversification, that is, each person is recommended to eat at least 12 kinds of food every day and at least 25 kinds of food every week; Secondly, the dietary types should be balanced, that is, on the basis of diversity, we should meet the requirements of five categories of food, including grains and potatoes, vegetables and fruits, poultry, fish, eggs and milk, soybean nuts and fats; Finally, population adaptation, that is, according to the characteristics of the nutritional needs of children, adolescence, young adults, adults and the elderly in different stages of life, even men and women of the same age have subtle differences, especially micronutrients such as vitamins and minerals, which need to be supplemented according to local conditions.
Xiaojiawei’s products echo the principle of population adaptability in childhood. This marketing campaign of Shancun brand for xiaojiawei is the beginning of rainbow nutrition theme activities. Shancun said: “the principle of popularizing science for the general public is the brand’s next long-term planning vision.”
At present, shanexistance China has formed a broad product line covering multiple age groups, covering products designed by children from the age of 4 to the middle-aged and elderly, and adults regardless of gender. Shancun expressed the hope that men and women of all ages and adults can find suitable vitamin and mineral supplement products in Shancun.
With the increasing enthusiasm of Chinese consumers for healthy meals, the nutrition and health food brands represented by Shancun under herion may also usher in an accelerated development period.
善存品牌表示：“ 善存一直秉持着希望能通过自身产品力赋予消费者更好拥抱享受人生的能力，善存小佳维品牌也希望借此次跨界合作向4-10岁儿童及家长们传达鼓励小朋友拥抱多彩花样童年、勇于探索体验的精神，而在成长过程中，优秀的免疫力无疑是护航小朋友必不可少的一点。”
1. Zhang Qian, Hu Xiaoqi Part 11 of the monitoring report on nutrition and health status of Chinese residents: nutrition and health status of school-age children aged 6-17 years in China from 2010 to 2013 [M]. Beijing: People’s Health Publishing House, 2018:44-46
2. Yang Zhenyu The ninth monitoring report on nutrition and health status of Chinese residents: nutrition and health status of children aged 0-5 years in China from 2010 to 2013 [M]. Beijing: People’s Health Publishing House, 2018:141-176
3. Pediatrics, Wang Weiping – People’s Health Publishing House, P8, 16 (v1.0)
倡导“彩虹营养原则”
Pm-cn-cnt-22-01308, valid until August 31, 2024
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Snack generation
Herion’s vitamin and mineral brand Shancun continues to develop the Chinese children’s nutrition supplement market
理解“彩虹营养原则”，具体可以从三个具体层面来看。
首先，食物多样化，即每人建议每天至少摄入12种食物，每周至少摄入25种食物；其次，膳食种类均衡，即多样的基础上要满足5大类食物种类，谷薯类、蔬菜水果类、禽畜鱼蛋奶类、大豆坚果类、油脂类都有均衡摄取；最后，人群适配，即针对人生所处不同阶段，儿童期、青春期、青壮年成人期及老年期的营养需求特点，即便是同一年龄段男性女性也有细微差别，尤其是维生素和矿物质这类微量营养素，需要因地制宜地补充。
小佳维产品与人群适配性原则中儿童期相呼应，善存品牌本次针对小佳维的营销活动作为彩虹营养主题活动的开端。善存表示：“针对泛人群科普该原则，是品牌接下来长远的规划愿景。”
贺亚军之前也告诉小食代，根据IQVIA 2021年的数据，在中国市场，善存是多元维生素品类全渠道总销量第一品牌。
目前，善存在中国形成了囊括多个年龄层的广泛产品线，覆盖从4岁起的小朋友到中老年，且成年人有分男女设计的产品。善存表示，希望各年龄及成人男女人群都能在善存找到适合自己的维生素矿物质补充剂产品。
随着中国消费者对膳食健康的热情日益提高，以赫力昂旗下善存为代表的营养保健食品品牌或也将迎来加速发展期。
1. 张倩，胡小琪.中国居民营养与健康状况监测报告之十一：2010一2013年中国6~17岁学龄儿童营养与健康状况[M].北京：人民卫生出版社，2018:44-46.
2. 杨振宇.中国居民营养与健康状况监测报告之九：2010一2013年中国0~5岁儿童营养与健康状况[M].北京：人民卫生出版社，2018：141-176.
3.《儿科学》王卫平-人民卫生出版社p8，16 (v1.0)
PM-CN-CNT-22-01308，有效期至2024年8月31日
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