As the year 2020 approaches, the world's leading brands have made a brief analysis of the major consumption trends in health and nutrition in the Asia-pacific, with probiotics, functional foods, sports nutrition, specialty foods, and e-commerce all rare features of the Asia-pacific market.
PART
1
Probiotics: New Function, New Dosage
As consumers become more health-conscious, demand for functional foods and beverages has increased, contributing to the exponential growth of the Asia-pacific probiotics market. The largest consumer market for probiotics in the Asia-pacific region is China, which currently accounts for $19 billion in sales. The focus of consumers on probiotic products has shifted from general digestive health to specific health areas.
Some of the specific areas of concern include weight management, infant health, and mental health, said Dr. Chyn Boon Wong: In the Asia-pacific region, packaged nutrition is the most popular because it is easy to eat and is suitable for all ages, from infants to the elderly.
Despite the growing market, the probiotic industry in Asia faces a lack of education from manufacturers, professionals, and consumers. Currently, there is a wide knowledge gap between probiotics (such as what they are and how they work) and product selection. These include differences in the quality of probiotic products, such as products that do not meet the claimed activity counts or incorrect identification of strains, and non-evidence-based products that have low compatibility with human hosts.
These can reduce professional and consumer confidence in products, resulting in lower usage and sales. Besides, product storage is a challenge, as temperature, water activity, storage time, and carrier materials can all affect the survival of probiotics. Much remains to be done to develop the overall market, such as organizing health awareness campaigns for consumers and providing science-based research and development on the health benefits of specific probiotic strains to meet market demand and ensure their continued growth potential.
There is a lot of growth potential in the Asian probiotics market, and Postbiotics is being touted as another growth area. Metaprobiotics such as probiotics (inactive probiotics strains) and beneficial metabolites produced by specific probiotics strains may be an attractive alternative to traditional probiotics because they can be used in a wide range of food products.
PART
2
The Future of Functional Foods: Beauty, Oral, Musculoskeletal
Satoshi Fukumitsu, manager of NipponFlour Mills' innovation center, said functional products in the Asia-pacific region over the next few years will feature trends in beauty, oral health, and musculoskeletal health. Aging populations in the Asia-pacific region have created a demand for functional foods that improve quality of life, such as oral health care, muscle, and joint health.
In the Japanese market, for example, the health areas that consumers are most concerned about are movement disorders (joint and bone problems), memory, sleep, and eye health. Security, price, and visible benefits are most important in terms of consumer expectations for functional products. Consumers tend to look for safe and reliable products with quality control and assurance. Secondly, functional food needs to provide a reasonable price for the value of the product. Finally, consumers want products that show visible benefits, such as smooth skin and weight loss.
Meanwhile, Amit Hyzkihu, director of research and development at Top Gum Industries, an Israeli manufacturer, says convenience also plays a key role in consumers' purchasing decisions. Consumers in the Asia Pacific region are more focused on the convenience of product dosage forms, such as jelly beans, which are more convenient than tablets, capsules or other supplements. At the same time, the brand, look and feel of the product is strongly linked to the consumer's decisions.
PART
3
Protein: Plant Proteins and Complex Proteins are the highlights
Craig Kearney, CEO of Vitaco says protein supplements are no longer the preserve of core athletes, and that the market for protein powders is embracing a new demographic as more consumers adopt an active lifestyle. More and more people choose healthy sports snacks instead of ordinary candy, so more consumers will consume sports nutrition products as daily products in the future.
In terms of protein sources, there will be greater demand for plant and collagen. At the same time, more complex products will be available, such as protein products with added vitamins, probiotics or other minerals. Consumer awareness of whey protein has been growing in India, with sales up nearly 25% year on year, driven by a younger generation of fitness lifestyles and more competitive product prices.
PART
4
Specialty Medical Products: Potential Opportunities Market in Hospitals
Food for Special Medical Purpose (FSMPs) is one of the key factors of concern for dietary supplements and large pharmaceutical companies, according to market data from Mintel. Nestle Health Sciences of China is one of the key sectors of focus for dietary supplements and big pharma companies. The needs of customized products for local consumer is critical, including focusing on local tastes and special diet habits.
As of November 2019, the six FSMPs company had approved by the Chinese government. One is the whey protein-based product Peptamen, developed for hospitalized children facing digestive problems. Another popular product is Oral IMPACT, an immune-boosting anti-cancer product.
However, Nestle believes huge untapped potential. A key target is hospitalized patients, 40% of whom are at risk of malnutrition, which in turn can lead to infections, weight loss, and other complications. Another target group is discharged patients in need of rest, but there is currently a lack of products for this group. On the other hand, cross-border e-commerce channels can help nestle better understand the needs of consumers, which in turn pushes it to develop the right product formula to suit the needs of consumers.
PART
5
Social Media: Short Video Marketing in the 5G Era
E-commerce and social media are increasingly influencing consumers' purchasing decisions. In the Australian and New Zealand markets, for example, social media is crucial to promoting sales of protein powders. Social media is becoming an important channel of word of mouth, and new trends often emerge through social media rather than other channels.
Using social commerce platforms to sell healthy food and dietary supplements is becoming increasingly common, especially in China. With the launch of high-speed 5G networks in China, short videos will boost sales on social commerce platforms. Looking forward to China in 2020, 5G networks will get faster, and everyone is jumping on the bandwagon of 5G video production.
In comparison, people are more likely to watch video because it is more engaging than reading, so companies need to prepare enough content to sell products on social commerce. In addition to content, companies also need to consider which SNS media to use.
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