At the beginning of 2020, a sudden outbreak hit the people across the country with a pause.
From the beginning to pay close attention to the progress of infected people to the prohibition of going out casually. Almost everyone stayed at home and began to produce a huge “home economy.” It is also because of this coronavirus that how to increase immunity to the basic needs of people eating, drinking and sleeping.
As you can see, this coronavirus has increased the public awareness of immunity and the general public’s awareness of health, even if our industry has not promoted it for 10 years.
As reported by CCTV, the Chinese government has also attached great importance to people’s health and has begun to attach importance to and protect the health of the entire life cycle of our people.
TRB combined the results of exchanges with dozens of people in the industry. We all recognize that the following eight trends will be opportunities and future for the natural health products industry. I hope that we can predict the trend for everyone and provide a reference for enterprises to deploy future work in a timely manner.
Trend one: Immune foods will contract hot spots of the year
At the beginning of the coronavirus, drugs such as radix isatidis, vitamin C, and even flowers clearing pestils became the citron in the eyes of the general public. Many experts and doctors said that in order to fight against new coronary pneumonia, in addition to ensuring their own safety, they also need their own immunity. On February 19, the Meituan Group released “Big Data on the 2020 Spring Festival House Economy” (hereinafter referred to as “Big Data”). The “Big Data” shows that in order to maintain health and increase immunity during the Spring Festival, various vitamin C sales of nearly 200,000, colds Over 200,000 Chinese herbal medicines for heat-relief have been sold. The popularity of these products can be said to be “the hero of the times.”
In fact, immune health has always been concerned by consumers, and nutrition and health products that improve immunity usually sell well, but it is not easy to persuade consumers to buy such products on a daily basis, because most consumers do not treat immune health every day. Hanging by the mouth, many people only think of the need to strengthen their immunity when they are in poor health or have a cold.
Today, an coronavirus has raised how to improve immunity to the basic needs of people eating, drinking and sleeping. The public’s awareness of immunity has been greatly improved, and the public’s health awareness and health habits have been greatly improved compared to before. People not only pay attention to their physical health, but also pay more attention to their own mental health, because from depression to stress, it will cost the immune system, and people are more affected by stress and anxiety. These are constantly affecting people’s immune system.
As consumers pay more attention to the immune system, sales of immune health products are also rising. According to statistics, the market size of immune health products was USD 14 billion in 2017, and it is expected to reach USD 25 billion by 2050. In addition to multivitamins, traditional functional ingredients such as Ganoderma lucidum, garlic, Cordyceps militaris, echinacea, elderberry, and mushrooms will continue to attract attention.In addition, curcumin, fucoxanthin, β-glucan, probiotics, and South African drunk egg Etc. will also focus on immune health. Immune functional foods developed on the basis of these natural functional raw materials will be contracted this year’s hot spots.
Trend two: lung care products become one of the hot spots for research and development
In addition to the new coronavirus attacking the human immune system, it also affects our respiratory health. Dyspnea is a typical medical symptom. The lung is an organ that helps the human body to breathe naturally. Under the shroud of pneumonia, being able to have a healthy lung to breathe spontaneously is the luckiest thing in the world.
In daily life, lung health is affected by many factors, including air pollution, kitchen soot, and smoking. Among them, air pollution is the most significant and can directly enter the body through the respiratory tract, destroying the respiratory tract mucosa, thereby affecting the health of the respiratory tract and lungs.
When the human body inhales the polluted air, the particles will stay in the alveoli of the lungs, causing the body to irritate. The human body’s natural response to stimuli is to use its inherent cytokine signaling mechanism to recruit pro-inflammatory white blood cells, such as eosinophils and macrophages, which destroy and clear invaders. Prolonged exposure to pollutants can lead to chronic inflammation of the respiratory tract, and healthy lung tissue is replaced by fibrotic collagen and smooth muscle. At this time, the lungs begin to harden, it is not easy to expand, and the airway is blocked.
Luo Han Guo is China’s traditional raw material for nourishing lungs and is known as the “Oriental God Fruit”. It is also the first batch of “drug and food” precious Chinese medicinal materials released by the Ministry of Health. It has the functions of clearing the lungs, moistening the lungs, expectorant, cough, and strengthening the body. Respiratory diseases caused by haze, dust and air pollution.
At present, there are relatively few special lung-clearing products launched on the market. In addition to Luo Han Guo, the main raw materials are mainly herbal medicines with the same origin of medicine and food. For example, Infinite Brand Runhe Jinlu is carefully formulated with high-quality honey and herbal medicine ingredients, such as concentrated fig juice, lily, bamboo cane juice, grass root, horseshoe, and other medicinal and edible ingredients. In addition, the “Like Liqing” introduced by the Chinese herbal medicine selected 13 high-quality raw materials, including ginseng, honeysuckle, Luo Han Guo, Poria, malt, golden chicken, hawthorn, houttuynia, lily, lisianthus, barley, pueraria, licorice. Improved lung clearing, expectoration, strengthening the spleen and stomach, solving respiratory problems, and combating air pollution and water pollution problems.
Trend three, sports nutrition, market outlet after the coronavirus
Under the influence of the coronavirus, our vacation has been repeatedly delayed. In addition to becoming a “chef”, the sports home has also become the first choice for many people to pass the time. Take Keep as an example. During the Spring Festival, Keep ’s search enthusiasm reflects everyone ’s psychological dynamics: After New Year ’s Eve, a heart that loves sports slowly wakes up. On the second day of the new year, the crowd ’s movements are over Everyday, and then climbed all the way.
Needless to say, the benefits of exercise have not been discussed before. Academician Zhong Nanshan has repeatedly stated in the face of media interviews that exercise is like eating and it is part of life.
Many studies have shown that there is a close connection between moderate and regular exercise and the immune system, which is also the basis for physical fitness. However, there is also evidence that excessive strenuous exercise can reduce immunity. This phenomenon is what we often hear about open windows. Nutritional supplementation before and after exercise has become a necessary measure.
The early audiences of sports nutrition were only those athletes. Nowadays, the number of fitness people has surged, and sports nutrition is becoming more and more mainstream, even forming a popular culture. In the past, sports nutrition products were targeted at performance-conscious young healthy men who wanted foods that could build muscle, improve endurance and energy. Today, consumers of sports nutrition products include women, middle-aged and elderly people, and daily sports people. They are pursuing a more active lifestyle and more hope that the product can slow down aging or reduce the impact of exercise.
Sports nutrition products currently account for up to 25% of specialty food and dietary supplement retail. It is predicted that by 2025, the global value of sports nutrition will reach $ 24.43 billion.
I believe this spring, more people will join the ranks of sports and fitness. Their requirements for sports nutrition are more about reducing fat and supporting immune health, so this provides a new opportunity for the development of sports nutrition food. Sports nutrition will also become a market outlet after the coronavirus, with greater commercial development potential and upside.
Trend four: plant killing active ingredients become new hotspots in research and development
Plants are a natural treasure house of biologically active compounds, and they produce more than 400,000 secondary metabolites. Most of them, such as terpenes, alkaloids, flavonoids, sterols, phenols, unique amino acids and polysaccharides, have antibacterial properties. active. Plants are considered the best resource for the development of alternative chemical synthetic fungicides. Plant-based fungicides are currently used in new, low-toxic, degradable, low-residue pesticides.
◆ The types of plant-based fungicides are
(1) Antifungal plant-based fungicides Plants with this effect include Asarum, Pulsatilla, Andrographis, Rhubarb, Garlic, Magnolia, etc.
(2) Antiviral plant-derived fungicides. Plants such as pokeweed, licorice, quinoa, forsythia, rhubarb, safflower purslane, quinoa, etc.
(3) Antibacterial plant-derived fungicides Plants with such effects are mainly garlic, andrographis paniculata, nepeta, onion, anthurium, barberry and so on.
◆ Current situation of plant-based pesticides
The existing methods for the development of external sterilization and disinfection products for plant sources can be summarized into three categories:
One is a product made from crude extracts of plants (or Chinese herbs);
The second is a product made from plant extracts, that is, plant essential oils;
The third is a manufactured product using a single plant extract (single compound) as a raw material.
◆ The development of plant-derived killing products has greatly promoted pollution-free and pollution-free safety activities, and has been rapidly carried out worldwide. But as a whole, there are still many problems, mainly manifested in:
(1) More direct use and less indirect use; that is, most plant-derived fungicides are still in the stage of direct use or compounding of crude extracts, and lack of in-depth research on active substances in plants and their action mechanisms.
(2) The cost is high, the effect is slow, and the holding period is short. Often, repeated medication or mixed with other (synthetic or organic) pesticides can achieve the expected control effect.
(3) Poor stability Some plant-based fungicides are susceptible to environmental factors.
With people’s attention to environmental hygiene and the pursuit of natural products, plant killing products will become a hot spot for development.
Trend Five: The fever of drug and food homologous products continues to rise
The occurrence of the coronavirus has brought Chinese medicine to a new level, and the home prevention of coronaviruss has made people pay more attention to the same source of medicine and food for health. In recent years, the concept of “same source of medicine and food” has gradually entered the lives of the general public, and has been understood and accepted by more and more ordinary people. In particular, through this new crown coronavirus, health promotion to enhance immunity has deeply rooted the concept of health care of Chinese medicine and provided subversive education to ordinary consumers.
On February 6, the official website of the State Administration of Traditional Chinese Medicine announced the latest developments in traditional Chinese medicine prescriptions. Clinical observations in 4 provinces have shown that the total effective rate of pneumonia patients treated with new-type coronavirus through traditional Chinese medicine can reach over 90%. During the coronavirus, each province has its own unique treatment plan, such as the “Tianjin Municipal Health and Health Committee issued the Tianjin New Coronavirus Infection Pneumonia Prevention and Treatment Program” proposed a Chinese medicine prevention and treatment program for different constitutions. Among them, the ingredients of medicine and food homology account for a large proportion, such as honeysuckle, tangerine peel, eustoma, licorice, astragalus, etc., highlighting the importance of medicine and food homology to treat diseases.
Of course, the traditional Chinese medicine treatment schemes in various provinces involve the homology of medicine and food. Especially in Hunan, Guizhou, Sichuan and other places, the cure rate of Chinese medicine is higher, which has aroused the attention of the people across the country. There are too many similar information, all of which reflect the importance of the functionality and promotion of medicine and food homology; this phenomenon and trend has also increased the confidence of plant food manufacturers, firmed the development goals of functional foods, and made business owners Intention to develop more and better plant-based functional foods.
The demand for functional foods, especially plant-derived functional foods, will increase in the future. With the improvement of the living standards of domestic residents, increased awareness of health care and environmental protection, there will be more and more vegetarians, and people will pay more attention to the importance of diet structure and food ingredients. Multi-enterprise focus.
Trend 6. Demand for probiotic intestinal health products becomes hot
The three probiotics live broadcast classes recently launched by Zhitiqiao, the feedback from live broadcast companies all felt the high level of attention and enthusiasm at the user level. After several years of preparation, from probiotics, to intestinal health, to digestive health, to overall human health, flora management has become one of the dimensions that cannot be ignored.
The intestine is an important digestive organ. More than 90% of the nutrients needed by the human body are absorbed and supplied by the intestine. It is important that the intestine is also an important immune organ of the human body. More than 70% of immune cells, such as T cells, B cells, and natural killer cells, are concentrated in the intestine. Stable intestinal environment plays an important role. The common bacteria in the intestine are divided into three types: probiotics, harmful bacteria and conditional pathogens. This large number of bacteria and microorganisms together constitute the intestinal microecology. Imbalances in the microecosystem will affect various human health.
At present, intestinal micro-ecological preparations mainly include three parts: probiotics, prebiotics and synbiotics.
》 Probiotics are the hottest in the global market and can produce multiple benefits to the human body by reducing the incidence of infections, maintaining the balance of the intestinal flora and improving the body’s immunity. Probiotics colonized in the intestinal tract will produce harmful bacteria killing substances, can also reduce the intestinal pH value, thereby creating an environment that is not conducive to the growth of pathogenic bacteria, and can inhibit the adhesion of harmful bacteria to tissues and toxin production . At the same time, probiotics can stimulate the intestine to produce antibodies to harmful bacteria, can also increase the activity of immune cells, promote cytokines, activate the phagocytosis of immune cells, and thus play a role in improving immunity.
》 Prebiotics such as oligosaccharides, soluble dietary fiber, etc., are nutrients that are not digested by the upper digestive tract. Direct access to the colon can selectively stimulate the growth and proliferation of one or more beneficial bacteria, thereby improving the health of the host. Prebiotics have no side effects compared to traditional treatments. In addition to providing nutritious food for beneficial bacteria, prebiotics are important to produce short-chain fatty acids (SCFA). SCFA has a variety of physiological effects, such as lowering pH, inhibiting pathogenic bacteria, promoting mineral absorption, promoting intestinal epithelial cell formation, ensuring intestinal mucosal integrity, promoting intestinal peristalsis, inhibiting tumor cell growth, and reducing the risk of intestinal cancer. The important significance of human prebiotic supplementation lies in the production of SCFA, which nourishes the intestine and participates in multiple biological metabolic pathways in the body.
Intestinal probiotics have opened a new door to immune health. Due to the presence and recognition of probiotics, people are increasingly aware of and interested in combining the benefits of digestive and immune health. In this new coronavirus, the intestinal microecology of many patients is often disordered. Therefore, enteral nutrition needs to be done, microecological regulators should be added in time, and Chinese medicine treatment should be combined to reduce secondary infection caused by bacterial transfer. At the same time, the General Office of the National Health and Health Commission and the Office of the State Administration of Traditional Chinese Medicine issued the “Pneumonitis Diagnosis and Treatment Program for New Coronavirus Infection (Trial Version 4)” on the 27th, requiring local health and health committees and Chinese medicine administrations to implement the procedures. In the diagnosis and treatment plan, for the treatment plan of critical cases, the “intestinal micro-ecological regulator can be used to maintain the intestinal micro-ecological balance” has been added. It can be seen that there will be more room for development of probiotic intestinal health products.
Trend VII. Enterprises are the best choice to build internal strength
At this time, some companies are busy resuming work, some are clearing inventory, some are optimizing management, and some are optimizing products. The most certain thing is that uncertainty always exists. The incomplete resumption of work in the past month has caused companies to start thinking: Do they still need such a large office? Do you still need so many people? At present, the most important thing for companies is how to survive. Under the current situation of overcapacity in China, how to differentiate and concentrate on examining their internal advantages and focusing on building internal strength have become the best choice.
Trend VIII: Online shopping completely replaces offline offline
What has always made offline positions proud is the experience of offline shopping. In the extreme case of the coronavirus, offline shopping was completed in advance and completely replaced by online shopping. Everything you need to do is online.
Needless to say, this coronavirus has a profound impact on China’s consumption pattern. How to complete all future sales actions online is a direction that companies must think about and plan ahead.
Post time: Feb-24-2020