Kerryang Red Bean and Coix Seed Water Innovation Leadership Program Launch Conference
5month30Date, hosted by Shandong Keyang Beverage Co., Ltd.2024The Chinese Light Health Beverage Development Forum and the Keryang Red Bean Coix Seed Water Innovation Leadership Plan Launch Event was successfully held in Beijing. The forum, themed 'National Light Health Preservation', aimed to explore the genes behind health beverage breakthrough products of the new era. Frost & SullivanFrost & SullivanCai Jinfeng, Executive Director of Frost & Sullivan's Greater China Region, was invited to attend the event and provided an in-depth interpretation of the 'China Light Living Consumption Report' (hereinafter referred to as the 'Report') at the press conference.
Executive Director, Greater China, Frost & Sullivan Cai Jinfeng
Cai Jinfeng pointed out that in recent years, the rapid development of the Chinese economy has driven up residents' living standards. However, the increased calorie intake in daily diets has led to an increase in obesity rates, and the number of people suffering from complications such as diabetes and fatty liver has also been continuously rising. At the same time, with the acceleration of the modern pace of life and the prevalence of fast food culture, many young people have irregular and unhealthy eating habits. In addition, as population aging intensifies, the base number of chronic disease patients continues to grow, and the elderly's demand for healthy living is particularly urgent.
As of2023In1.4Hundreds of millions of diabetic patients,2.8100 million fatty liver patients2.3Number of obese people and overweight individuals1/3The population has a problem with overweight, compared5Several sets of data improved significantly before the New Year. Faced with increasingly severe sub-health issues, people's demand for a lighter lifestyle has grown stronger, and the widespread sub-health problems have also drawn attention and awakened awareness in recent years. According to data from the National Health Commission, in recent years, the health literacy level of Chinese residents has been continuously improving. Among them, residents have the deepest understanding of basic knowledge and concepts, and have made the greatest progress in improving their healthy lifestyles and behaviors. This is also attributed to the pandemic which has enhanced residents' awareness of health and encouraged them to actively improve their original lifestyles. The comprehensive improvement in national health awareness has also laid a solid foundation for the light lifestyle industry.
According to Frost & Sullivan research, the comprehensive improvement in national health awareness is reflected in people's deeper and more multi-dimensional attention to their daily living conditions. For example, emotional issues, nutritional status, skin, oral health, weight, and so on—these increasingly diversified health and wellness needs are actively driving the development of the light lifestyle industry. 'Previously, industries such as clothing, food, housing, and transportation that were part of our daily lives were also actively embracing light lifestyles, expanding the dimensions of overall industry development, and continuously producing convenient, fast, and diverse light lifestyle products and services for consumers,' said Cai Jinfeng.
According to Cai Jinfeng, light lifestyle originates from traditional health preservation concepts. Compared to traditional health preservation, it encompasses a broader range and is more lightweight and convenient in form. Traditional health preservation often involves traditional Chinese medicine, herbal medicines, or nourishing products, emphasizing the maintenance of health through conditioning methods. In contrast, light lifestyle is more adaptable to modern fast-paced life, helping people maintain and improve their health levels through more lightweight and flexible health preservation methods in daily life. It covers multiple fields such as food, beverages, home appliances, fitness, electronic products, culture and tourism, meeting the diverse and multi-scenario health preservation needs of different groups of people. Among them, healthy beverages and healthy foods are two highly representative types that have also been favored by consumers in recent years. The core product elements of these two major fields also reflect the current most frequent health preservation concerns of consumers, such as low calories, natural ingredients, and affordability.
When discussing a light lifestyle, the development and industrial iteration and upgrading of the health product industry are also closely related. Cai Jinfeng further added that looking back at the past few decades, China's health food industry has gone through four important stages. Consumer awareness and cognition have gradually improved with market development, and product forms and distribution channels have become increasingly diverse. In the budding stage, mainly nourishing products were dominant, domestic enterprises developed in an unregulated manner, lacking supervision, and the market was chaotic; during the growth stage, mature overseas brands entered China one after another, and citizens began to come into contact with more advanced health concepts; in the standardization stage, a large number of overseas health products flooded into the Chinese market, and relevant policies and regulations were issued during this period to standardize the high-quality development of the industry;2020Since the beginning of this year, China's health product industry has also entered a period of rapid development. The industrial chain has gradually matured, and product forms and distribution channels have become increasingly diverse. At the same time, consumers' understanding of healthy foods has further improved, making healthy foods gradually mainstream today.
Relying on China's strong supply chain capabilities, the light wellness industry chain is becoming increasingly mature and complete. In the field of light wellness lifestyle, many leading enterprises such as Keryan, Yuanqi Forest, Little Fairy Stew, Belief, and Juzi Biology have emerged, pioneering new territories and providing escort for the nation to embrace a healthy light wellness lifestyle. Cai Jinfeng stated that China's light wellness industry is moving towards a development path of standardization, scale-up, vertical integration, and branding.
According to Frost & Sullivan research, driven by favorable government policies, enhanced national health awareness, diversified retail channels, and increased consumer purchasing, the market size of health food in China has now exceeded6,000billion, and it is expected to be2028The year will break through8,000The billion mark is a crucial threshold, and the future trillion-dollar market is just around the corner.
Cai Jinfeng pointed out that after going through the 'sugar substitute era' to the 'true zero-sugar era', the public's understanding of the concept of 'sugar-free' has been greatly enhanced, and 'sugar-free' products have also received the preference and widespread acceptance of consumers. According to Frost & Sullivan research, the market size of zero-sugar beverages in China has currently exceeded250billion, and it is expected to be2028The year will break through500At the 100-billion mark, emerging brands will continue to emerge in the vertical segments of sugar-free beverages. The market is poised for rapid development in the future.
The vigorous development of the light cultivation lifestyle industry cannot be separated from government guidance and support.2016Since the beginning of this year, the Chinese government has successively issued a series of guidelines to stimulate enterprise vitality and improve the health literacy of the entire population, providing a solid guarantee for the scale-up and specialization development of the industry. At the supply side, enterprises are accelerating their response to consumer pain points and demands through product innovation, technological upgrading, and resource integration. In recent years, with the improvement of people's health awareness and their pursuit of quality life, consumers have also developed new demands for healthy diets, and 'food as medicine' has become a breakthrough point in healthy eating.
As a representative of 'food and medicine in one' health beverages, red bean and coix seed drinks have ignited the market in recent years, gradually infiltrating consumers' daily lives from the realm of health preservation and becoming a popular health beverage. Although technology is iterating, the heritage remains unchanged. From red bean and coix seed tea to bottled red bean and coix seed water, what has been passed down is the essence of China's ancient dietary culture over thousands of years, while what has changed is the new way people pursue a healthy lifestyle. The launch of Yoyang bottled coix seed water represents an important transformation for both the industry and national health diets.
Based on insights into the Chinese health beverage market and cross-validated with primary research and desk research data, as an internationally authoritative consulting firm, Frost & Sullivan has awarded Keyang the market position confirmation certificates of 'Pioneer of Bottled Red Bean and Coix Seed Water' and 'No.1 Saleser of Bottled Red Bean and Coix Seed Water Nationwide'. At this forum, Cai Jinfeng presented a market standing confirmation certificate to Keyang.
Cai Jinfeng presented the Market Standing Confirmation Certificate to Keyang
