In the next 10 years, Chinese need healthier food and more nutritionists

Recently, the Chinese government issued the “Healthy China Action (2019-2030)”, and health topics have once again become the focus of public attention. The Office of the Health China Action Promotion Committee held a press conference in Beijing to interpret the situation regarding the reasonable dietary actions of the “Healthy China Action”.

In recent years, the nutritional health status of Chinese residents has improved significantly, but they still face problems such as insufficient nutrition and excess, and frequent nutrition-related diseases. The intake of oil, salt and sugar in Chinese residents is high.

The resulting problem of overweight and obesity has become increasingly prominent. In 2012, the overweight rate of Chinese adults aged 18 and over in the country was 30.1%, and the obesity rate was 11.9%, which was 32.0% and 67.6% higher than that in 2002; 6-17 years old. The overweight rate of children and adolescents was 9.6%, and the obesity rate was 6.4%, which was doubled and 3 times compared with 2002.

In addition to the overweight and obesity problems, some people face another problem: undernutrition. The data show that from 2010 to 2012, the adult malnutrition rate in China was 6%; in 2013, the growth retardation rate of children under 5 years old was 8.1%, and the anemia rate of pregnant women, children and the elderly was still high, calcium, iron, vitamin A, micronutrient deficiencies such as vitamin D still exist, and dietary fibre intake is obviously insufficient.

The government document puts forward the overall goal of the Healthy China Action to 2022 and 2030 and clearly implements 15 special actions. One of the special diet actions is one. Three reductions (salt reduction, oil reduction, and sugar reduction) are the focus of a reasonable diet. The document clearly sets out the goal of three reductions: By 2030, the average daily salt intake of Chinese people should not exceed 5 grams, and the daily intake of edible oil for adults should not exceed 25-30 grams. The amount does not exceed 25 grams.

It is worth mentioning that the action clearly proposes to promote the use of healthy “small three pieces” (a limited salt spoon, a limited oil pot and a healthy waist ruler) to increase the household penetration rate and encourage professional industry organizations to guide the correct use of the family.

In addition, it is necessary to improve the oil, salt and sugar packaging standards, and on the outer packaging, it is recommended to eat a reasonable amount of oil, salt and sugar per person per day. Shops (supermarkets) are encouraged to open low-fat, low-salt, low-sugar food counters.

In terms of reducing sugar, the action is particularly pointed out, the government should speed up research and development standards to limit the production and sales of high-sugar foods.

In view of the problem of excessive intake of sugar in children, the action is also clear. It is necessary to research and formulate a limited guide for the addition of sucrose in Chinese children as soon as possible, and advocate the substitution of natural sweet substances and sweetener drinks.

In the action announced this time, it is also proposed to formulate the implementation of the nutritionist system. Nutritionists are provided in collective feeding units such as kindergartens, schools, old-age institutions, hospitals, etc., and nutrition instructors are provided in the community.

The nutrition instructor is the new word proposed this time, mainly in the community. It is hoped that the nutrition instructor is nutrition and medical background. Professionals with practical work experience, after a certain training, have dietary nutrition knowledge and skills, can provide nutrition education, dietary guidance and balanced nutrition guidance, and can solve practical problems in Chinese communities.

Resource: China News

China’s domestic goat milk prices are now “roller coaster” style plunge

China’s domestic goat milk industry suffered a cold spell in the summer of 2019. In Shanxi Province, the main producing area of ​​Chinese goat milk, the purchase price of goat milk has plummeted since March this year, with a drop of more than 100%. In some areas, milk prices have even approached the breeding cost line. At the end of 2018, the purchase price was still around 8.5 yuan/kg (1.76 Australian dollars) , but from March 2019, the price suddenly began to decline, the purchase price directly fell back to 6.5 yuan/kg (1.35 Australian dollars), after half a month, the price began to fall all the way Until the current level of 4 yuan/kg (0.83 Australian dollars).

In recent months, China’s State Administration of Markets has launched a series of measures, such as the 100-day campaign to jointly rectify the “health care products” market, to rectify the health care products industry, which has also affected some goat milk powder enterprises. Some goat milk powder dealers have adopted a similar sales method as health care products and have also been rehabilitated.

Due to over-reliance on channels, some companies have to give up their profits. After the surge in the purchase price of goat milk in 2018, the profits of processing companies cannot cover the increase in costs, and they have to raise prices frequently. Some companies raise the price three times in the short term. Even more, this also disrupted the normal operation of the dealers, the enthusiasm of the dealers was damaged and the final sales were also affected.

For a long time, compared to the milk industry, the Chinese domestic goat milk industry is not large. Shanxi is the main goat milk producing area in China. According to public data, there are 34 goat milk powder production enterprises in Shanxi Province, including 19 infant formula milk powder enterprises. In 2018, Shanxi dairy goats had about 2.4 million stocks, 600,000 tons of milk, and an output value of 6.7 billion yuan. The output value of the entire industrial chain was 31.3 billion yuan.

In 2018, the Shanxi Provincial Government also proposed the 100 billion goat milk industry plan. The official information released recently shows that Shanxi will further accelerate the development of the goat milk industry, and strive to save 3 million dairy goats by 2020, with a total industrial chain output value of 35.5 billion. Yuan, by 2025, the output value of the goat milk industry has exceeded 100 billion yuan.

For example, in China, the current sales of the largest goat milk powder brand, Ausnutria (01717.HK)’s Kabrita, imported from the Netherlands, achieved sales of 2.03 billion yuan in 2018, an increase of nearly 60%. In recent years, the steady growth of the Chinese goat milk powder market has also attracted the attention of the major Chinese dairy companies.

Many respondents believe that in the face of imported products, the biggest advantage of local products is that the milk source is close to the consumers and can achieve more fresh products. Therefore, goat milk enterprises should have a longer-term vision and strategic layout.

If in the future, foreign farms are aware of China’s market opportunities and have a large number of converted dairy goats, then the Chinese domestic goat milk industry will also face the same import impact as milk.

Source: China Business News

CMA 2019 China New Export Delegation

Foreign brands enter the Chinese physical store channels under new “filing system”

With the rollout of the registration system and the filing system, foreign capital is accelerating its layout in the Chinese market.

Under the dual-track system, foreign capital has accelerated its distribution in the health care products market in China.

On May 14th, at the 2019 International Health and Nutrition (Spring) Expo, the Canadian dietary supplement brand Jamieson announced that the company will further explore the Chinese market in the form of general trade, to pharmacies, shopping malls, high-end supermarkets and expansion of physical store channels such as maternal and children stores. International giant health products companies accelerated gold digging in the Chinese market after China’s implementation of the new “reporting system” for the health care products industry.

According to Euromonitor data, the market size of China’s health care products industry reached 162.7 billion RMB in 2018, a year-on-year increase of 9.8%. The compound annual growth rate (CAGR) of 2018-2023 years is expected to be 9.10%. The huge market size and the introduction of a series of favorable policies to encourage imports have attracted international brands to come to China.

As the first international brand to enter China, from 2015 to 2018, the Jamieson and the Tmall International, JD International, Vip International, and NetEase Koala and other e-commerce platforms formed strategic cooperation, the proportion of sales in cross-border e-commerce channels increased from 0 to 90%, the CAGR boomed 136%, and the product repurchase rate reached 30%.

Although the cross-border e-commerce has opened channel resources for imported health products, however, with the gradual disappearance of online bonus and the escalation of consumption, it is difficult to continue to rely solely on online sales. The offline market has become one of the strength tests of whether overseas brands can take root in China. Since July 1, 2016, the “Regulations on the Registration and Recording of Health Foods” has been implemented, and the health food industry has officially entered the era of “registration system” and “filing system”.

According to the regulations, overseas manufacturers of health foods can be filers for the first time. Health foods supplemented with vitamins, minerals, and other nutrients, and nutrients have been included in the list of health food raw materials can be submitted a health food filing application to the State Food and Drug Administration. The implementation of the new policy has greatly shortened the time for approval of health products. Enterprises can enter the offline channel after filing, which will greatly improve the pace of health food entry into the market, especially imported health food.
The introduction of imported health care products in the retail channel can enhance consumers’ intuitive perception of the brand and stimulate consumption; on the other hand, it can also avoid the impact of cross-border e-commerce policy changes on the brand. However, if you want to ‘the land’, for overseas brands, the company must first face the increasingly strengthened supervision of the Chinese health care products market. How to quickly review the “blue hat” is the first problem to be faced in the offline layout.

According to the person in charge of Jamieson China, vitamins and minerals are the advantage products of Jamieson. Canada has a very strict health food supervision system, and Jamieson has created a “360-degree ultra-purity quality control system” to ensure that all production is beyond the pharmaceutical standards. Now, the company is following the registration and filing procedure of vitamin and mineral products in accordance with relevant regulations. A number of record products including vitamin C, vitamin C+D and vitamin E have been successfully approved, and more than 20 registered products have been obtained during the year.

Although the policy is favorable, the domestic consumption structure in China is upgraded, and the industry normative adjustment has given birth to new opportunities, for overseas brands, as the health foods listed through the filing are gradually increasing, the product differentiation is small and the competition will be more intense. Companies must rely on their brands, channels and terminal services to gain consumer recognition. “On one hand, we have accelerated the filing and registration process of health foods; on the other hand, in addition to healthy foods, we have developed and introduced regular foods that do not require registration.” The above-mentioned person in charge of Jamieson mentioned that the number of online players is increasing and the market is getting saturated, Jamieson made a bold attempt on new retail projects, such as the establishment of offline channels, integration of resources, and keeping up with the trend of online and offline integration.

CATIC this year is teaming up with Complementary Medicine Australia hosting the “CMA 2019 China New Export Delegation” for companies who are in the health products industry and willing to explore or obtain the latest industry updates of the Chinese market. To Join this delegation, please follow the link to register: