Views: 2 Author: Site Editor Publish Time: 2022-03-25 Origin: Site
Bone and joint care market may become the next outlet
With the aging of the whole society and the impact of the epidemic, the health awareness of the whole people is constantly improving, and people are paying more and more attention to bone health. And the people who pay attention to bone health problems are also expanding. In addition to middle-aged and elderly people, office workers, sports enthusiasts, and overweight people have begun to pay attention to bone health.
The homogenization of bone health products needs to be solved urgently
According to the statistics of health food approval data released by the Food Evaluation Center of the State Administration for Market Regulation in 2021, the ingredients of products related to bone health approved in 2021 are multivitamins, minerals, glucosamine, chondroitin sulfate, collagen, etc.
According to the sales rankings of US mainstream retail channels and natural channel raw materials released by SPINS as of October 31, 2021, in the field of bone health, the top ten ingredients are also mainly concentrated in various vitamins and minerals.
Bone health products sold on e-commerce platforms are also mostly composed of glucosamine, sulphur chondroitin, vitamins and minerals. At present, when consumers choose bone and joint care products, the recognition of vitamins, glucosamine and chondroitin will also be higher. .
It can be seen from the above data that the ingredients of bone health products are relatively fixed and have a high degree of similarity. This high similarity makes the product unable to highlight the bright spots. When consumers are faced with multiple products containing the same ingredients, their choices are also different. will be more difficult.
In the face of the growing market and the diverse needs of consumers for bone health, product differentiation is crucial in order to successfully break through the bone health products with serious homogeneity.
In recent years, new ingredients in bone health such as sodium hyaluronate and curcumin, which have received high attention in recent years, may be able to provide solutions for product differentiation.
Bone health innovation "weapon" - sodium hyaluronate
When it comes to the most eye-catching raw materials in the Chinese market in 2021, sodium hyaluronate will undoubtedly occupy a place. In January 2021, after the National Health and Health Commission passed the relevant policy of sodium hyaluronate as a new food raw material, sodium hyaluronate is not only sought after in the oral beauty market, but also showed its edge in the bone health market.
Sodium hyaluronate is the main component of the joint sliding cavity, which can lubricate the joints, protect the articular cartilage and increase the mobility of the joints. It is added to bone health products as a lubricating ingredient due to its bone health benefits. Taking the well-known domestic brand Tomson By-Health Jianliduo as an example, several of its products have added sodium hyaluronate as a lubricating factor in the products.
Before, due to the safety of boron element, there was no way to use it in food. Due to poor absorption and regulatory restrictions, the application of turmeric in the domestic market has not been expanded, and it is usually used as a natural pigment.
Turmeric is a perennial herb belonging to the order of Plantain, Zingiberaceae and Turmeric. Its main ingredient, curcumin, is a representative of Ayurvedic herbs. The market has been growing in popularity and has been used in the international dietary supplement market.
In China, in March 2022, Announcement No. 1 issued by the National Health Commission expanded the application scope of turmeric as a food additive. With the gradual advancement of regulations, it is believed that the scope of application of curcumin will continue to expand in the future, and it may become a "rookie" in the domestic bone health market.