Which are the main battlefields of Food Man in 2019?

Editor’s note: This article is from WeChat public account “FBIF Food and Beverage Innovation” (ID : FoodInnovation).

Last week, FBIF released a past A summary of 418 food innovation articles of the year , sorting out the innovative foods that have attracted attention in 2019. After refining, we summarized the top ten innovations in 2019 and explored the development law of the Chinese food and beverage industry in 2020.

Content of this article

1. Coffee + X, a circle of “beans”

2. In the plant age, make efforts to be healthy

3. Drink + wine, “adult happy water” is really on the top

4. Learn from the beauty industry and eat beauty treatments

5. Meal replacement 4.0, more than just solving the problem of hunger

6. Help sleep 3.0, a new business hiding in insomniacs

7. Children’s snacks, children become the biggest “golden master”

8. Fun packaging, art, black technology go into battle

9. Co-branding, national tide, marketing routines have big brains

10. XX economy, every group must have a name

01 Coffee + X, a circle of “beans”

Unexpectedly, I thought that 2019 was a functional beverage, but a coffee bean pried the food and beverage market.

In 2018, Ruixing entered the coffee market with a swift and violent attack. When the circle of friends and elevator ads frantically gave us “brainwashing”, few people believed that it would live through 2018. But who knows, at the end of 2019, Ruixing Coffee has reached 4,910 stores in China, fulfilling its previously set store opening goals and becoming the fastest growing coffee brand in the world. On September 3, Ruixing also officially announced its tea sub-brand”Little Deer Tea” operates independently and continuously expands market boundaries. The timeline is drawn to 2020, and , launched unmanned coffee machines and unmanned vending machines.

You can sing me on the ground coffee market right now, so lively. Sour coffee was sold as ice cream. In order to promote 5G, China Mobile launched 5G coffee. But in fact, instant and ready-to-drink coffee is the largest and fastest-growing category in China’s coffee market. In 2018, China’s instant coffee accounted for 84% of the market share, and the market share of freshly ground coffee was only about 16%. [1]

Instant coffee is recovering. During the Double Eleven in 2019, the net red brand’s three and a half turnover surpassed Nestlé, becoming the first in the coffee category, and tested No. 7 Louis Persian tea, extracting concentrated tea, adding milk, making tea latte, and targeting coffee. Demand, but worry about caffeine intake affecting sleep, or people who are sensitive to caffeine. Domestic e-commerce coffee brands Yongzheng, Yingji and Shicui SECRE also aim at the continuously expanding coffee consumption scene. In October, Yong Yong launched UFO freeze-dried instant coffee, known as cold brew coffee, which is more fun and portable.

Beverage companies are scrambling to break into ready-to-drink coffee tracks. In May, Nongfu Spring announced the birth of a heavy-duty innovative product, a series of carbonic acid coffee. After a lapse of 5 months, the charcoal series has launched a new RTD ready-to-drink coffee, insisting on self-baking and self-extracting, low-sugar, sugar-free choices to meet the health needs of different consumers. In July, the dairy giant Yili did not want to miss the coffee known as the second largest health drink. The official announcement of the new product-Sheng Ruisi ready-to-drink coffee, starting from the taste habits of consumers, the main focus is latte flavor. There are two series: the mellow series in plastic bottles, including two flavors of mellow latte and toffee caramel flavor; the concentrated alcohol series in aluminum bottles, including strong alcohol latte and hazelnut flavor latte.

The wind from the coffee also hits other categories. In April, Coca-Cola announced that it will launch Cola coffee in 25 markets around the world by the end of 2019, combining coffee with carbonated beverages. In December, PepsiCo also announced plans to launch Coca-Cola coffee to compete with its old rival Coca-Cola. In the same month, An Muxi also cooperated with Rui Xing to launch coffee flavored yogurt, adding real coffee extract,Make taste innovations on the class.

What innovations did food companies make in 2019?

02 Plant age, work towards health, Artificial meat saves the planet?

“Humans have spent millions of years climbing to the top of the food chain, not for grazing! Is the meat not fragrant?” (Don’t say, the meat is really not as fragrant as before)

In fact, artificial meat entered the market much earlier than we expected. When we were still discussing whether artificial meat was a technology scam, it had begun to penetrate people’s daily life from the European and American catering industry.

As early as 2013, someone in London, England tried a “high-priced burger” worth more than $ 300,000. This burger contains the first artificial meat made in the laboratory. This meat is artificial Medium to Advanced Meat: Cell Cultured Meat.

Turn your attention to China. In November 2019, China’s first artificial cultured meat was born at the National Meat Center of Nanjing Agricultural University, which became a landmark breakthrough in the field of domestic cell culture meat.

The legend of cell cultured meat has not yet continued in the artificial meat market. We all understand the limitations of technology. It takes a long time to eat real cell cultured artificial meat.

In 2019, we also saw a kind of “artificial meat” made from air, which can complete the cultivation of single-cell protein using only water, carbon dioxide and electricity in the air. Of course, it may be too early to call it “meat” because it only produces protein powder, but it proves to us that technology has begun to break through the original boundaries. “Air-based” is expected to continue to grow in 2020, driving food innovation.

At present, most of the “artificial meat” we mentioned is based on vegetable protein and amino acids, which are similar to real meat, such as vegetarian burgers and vegetarian jerky.

On May 2, 2019, after Beyond Meat was officially listed, the stock price surged 163% on the day, setting the best performance of US companies on the first day of the IPO since the 21st century. Since then, the frenzy of artificial meat has set off worldwide. Xue Yan, secretary general of the China Plant Food Industry Alliance, revealed that more than a dozen plant meat start-ups are born almost every month in the world.

Impossible Foods, another artificial meat company, launched its iconic Impossible Burger in 2016. After several years of development, it has become an American artificial meat head brand. But they are not satisfied with this. In November 2019, Impossible Foods was at the Expo.Bringing a lion head and roast wheat, and recently launched Impossible Pork, starting the “pig raising” business.

The domestic artificial meat market is also extremely active in 2019. Although it has just started, it has the advantage of latecomers and has played out artificial meat. On October 16, the artificial meat patties produced by Jinzi Ham and DuPont of the United States were officially launched on Tmall, becoming the first domestic company to actually sell artificial meat on the market. Starting on November 25th, artificial meats of different flavors such as pork and chicken will be available for sale on Tmall International. Green Commons’ artificial meat “Omnipork New Pork” will sell 4,000 pieces within two days. Established in 2019, Starfield and Zeroxuemeng Factory launched three artificial meat products that were launched in an hour and were swept away.

For the Chinese, “vegetable protein artificial meat” is actually a basic operation. Except for vegetarian chicken, vegetarian ham, and vegetarian roast goose, those vegetarian restaurants that have been hidden in the city have already developed fake squirrel mandarin fish and fake return meat Class menu. As a country that eats and eats, rich ingredients combined with fake and real textures make vegetarian meats more delicious. China’s flavor breakthrough is even more flexible.

However, how to break people’s inherent impression of vegetarian food, solve the problems of texture, taste, price, and alleviate consumers’ concerns about processed food, there are still many problems that artificial meat faces in China. Environmental protection is far from the public. A healthy and active lifestyle is the hope that artificial meat gives us. Don’t promote artificial meat to save the planet.

Plant-based fire!

People who drink coffee should find that oat milk, represented by Oatly, has long been the standard in boutique coffee shops. Through redefining oats and rebranding, Oatly has attracted all those who love milk and advocate environmental protection, not just those who are lactose intolerant, and have gradually settled in thousands of cafes, becoming “hidden champions”.

The fire in the plant-based market has been burning until 2019. In January, the Greek Greek yogurt giant Chobani launched plant-based yogurt. At that time Chobani called it a “Non-Dairy” product, with the intention of distinguishing it from dairy products. In March, FBIF unveiled an exclusive St. Yoho official Entering the Chinese market , they have targeted the 100 billion-level yogurt market and customized 5 types of plant yogurt for Chinese consumers. Chobani has also launched a full product line and launched oat milk. In December, Yili joined the plant-based war and took the lead in distributing plant milk in China, launching high-protein plant milk and two new plant protein-based products.

Coconut, Lulu and other traditional big brands, although they have dominated the domestic plant-based market for a long time, have not gained a high market share, and new plant-based brands can easily bring them a crisis. At the same time, national policies are also actively encouraging companies to enter the plant protein beverage industry. It is foreseeable that the plant-based market war will usher in 2020.

What innovations did food companies make in 2019?

03 Drink + wine, “Happy Water for Adults” is really up

Foodbev Media lists “alcoholic beverages” as one of the five major trends in food and beverages in 2020. In fact, this year we saw the growth potential of alcohol in the beverage industry.

In recent years, the fire tea brand Hi Tea has launched 3 “drunk drunk xx” series of alcoholic tea beverages. Among them, the drunk drunk grape beer co-branded with beer brand Corona , The fragrance of tea is blended into the scent of wheat, which gives young people a slightly sloppy feeling.

In June, Coca-Cola launched Signature M, the first high-alcohol blend of whiskey and otherixers series, high-profile entry into alcoholic beverages. In July, White Claw’s alcoholic soda sales in the United States increased by 283% and were sold out of stock.

In addition to holding drinks, alcohol also looks at ice cream. On September 2nd, Luzhou Laojiao joined hands with Internet red ice cream brand Zhong Xuegao to launch a new cross-border product containing 52-degree liquor—

04 Learning from the beauty industry and eating beauty treatments

People are more and more willing to spend money on beauty and health. Thanks to the promotion of Xiaohongshu, beauty bloggers, celebrities, etc., eating beauty, which is a relatively more direct, but gentler way, between ordinary skin care and professional medical beauty, has become a “new love” for beauty lovers. “.

Tmall International’s data shows that the size and number of oral beauty consumption has increased year by year in the past three years, and the growth rate has accelerated [2]. 6.18 The turnover of oral beauty products increased by 2266% year-on-year. Among them, the Japanese brand POLA increased sales by more than 30 times compared with the same period last year, and the Australian brand Blackmores star product “nicotinamide” had double the daily transaction volume in April.

In terms of the efficacy of oral beauty products, the whitening function is ranked first and the anti-aging function is ranked second. The concept of “anti-sugar” has been mentioned continuously in the past year. In the relevant search terms on the MAT online, the search volume exceeds the anti-aging. [2]

The earliest on the domestic marketNote started long ago, but the food industry’s 2019 will further strengthen these concepts and treat them as economic phenomena and use them.

From the current demographic trends in China, the age of singles has long been coming, and the size of singles will continue to grow. The tide of singles, while worrying parents, has promoted the prosperity of the “single economy.” In the “2019-2020 National Taste” data report released by Tmall, “one-person food” products such as small bottles of wine and one pound of rice will grow by nearly 30% in Tmall. Under the consumption background of the single economy, food companies have introduced foods focusing on the concept of “one-person food”. For example, Coca-Cola and Pepsi have successively introduced 200ml mini aluminum can beverages; Mars has launched the world’s first convenient rice “My Food”; meanwhile, there are zero food brand single foods and self-cooking pots for single-person “one-person food” economy. After receiving a Series A financing in June 2019, the tide brand snack single food has recently completed a Series A + financing. In Tmall Double 11 in 2019, just 2 minutes, the turnover of Hi Pot has exceeded 1 million yuan.

Kaidun Consulting has listed the “silver hair family” as one of the “3 most promising people in the food and beverage market”. The silver hair market has become the direction for many food companies to expand their territory. The “lithium water” launched by Nongfu Spring in June 2019 officially entered the drinking water market for middle-aged and elderly people. It is said that this water contains more than 0.2mg / L of lithium, which can supplement the lithium required by the human body, and lithium is used as nutrition. Substances can participate in the absorption and neuroregulation of vitamin B12 and folic acid. In addition, lithium also has anti-inflammatory and anti-oxidant effects and can be used to alleviate the side effects of various drugs.

Single economy and silver economy jointly promote the rise of pet economy. Ai Media Consulting data shows that China’s pet industry reached a market size of 170.8 billion yuan in 2018, with a growth rate close to 30%, and the growth rate in recent years has continued to increase. It is estimated that by 2020, the market size will reach 300 billion yuan. In China’s pet economy market structure, pet food accounts for the largest proportion, and high-end, healthy organic food is sought after. The most popular imported product for Tmall Double 11 in 2019 is cat staple food; among the 5 most popular imported brands, pet food brands occupy 2 seats. Pets and related products have become the focus of Chinese consumption.

It can be seen that the method of classifying people by age alone is outdated. Nowadays, people’s consumption psychology is more complicated. To meet the needs of specific scenarios and specific consumption habits, food companies need to consider.

What innovations did food companies make in 2019?

Reference source:

[1] Hu Boya, “Instant, instant coffee:” The chain of contempt”Bottom Strike”, August 22, 2019, Yiou.com [2] “2019 Oral Beauty Consumption Trend Report”, August 20, 2019, CBNdata

[3] China Sleep Index Report 2019, March 16, 2018, Xilinmen