NACICION Exchange: Is the meal replacement market on the rise?

Original article title: NACICION Trading Center: Is the meal replacement weight loss sales market rising?

According to the news report of NACICION Trading Center, NACICION Trading Center shows that the data information from Ai Media shows that from 2065 438+07 to 2020, the diet replacement sales market in China will grow steadily, with a compound annual growth rate of 68.8%. According to the forecast of NACICION Trading Center, in 2020, the market size of China meal replacement weight loss will reach 47.26 billion RMB, which may be 2026544. According to Euromonitor International's forecast and analysis, by 2022, the market scope of meal replacement weight loss will be further expanded to 654.38 yuan+200 million yuan, which means that in recent years, the sales market of meal replacement weight loss will have tens of billions of indoor space.

The huge indoor space in the sales market has aroused the joy of venture capital institutions. According to detailed statistical analysis, even in 2020, when the economic development is cold, there are 19 cases of equity financing within the scope of meal replacement and weight loss, and the amount of equity financing reaches nearly 10 billion RMB. There are many well-known venture capital institutions such as IDG Assets, Gao Yan Capital Venture Capital, Jingwei China, Source Capital and Fosun Group in the list of venture capital institutions.

The status of this hot field is so constant that it is now. In May, 20021year, Dongchi, a chain brand of nutrition and diet restaurants with subscription system, carried out a round of equity financing of more than 50 million yuan. In the past year, Dongchi completed the second round of equity financing before, and in May, another famous brand of meal replacement and weight loss, Great White Shark Fett, also received a round of equity financing of 1 100 million yuan.

On the other hand, the weight loss market of meal replacement is welcomed by the asset side, which is the crazy mentality of customers to lose weight in meal replacement. There are countless such examples. For example, Wang Baobao was immediately robbed in Weiya live broadcast room, and ffit8 protein bar, as the first food industry commodity in the history of millet crowdfunding, sold for 1004 million in a day, and the total sales volume in 2020 exceeded 65,438.

"As a new industry, meal replacement weight loss products are all diligent in solving customers' dining and weight loss problems, so meal replacement weight loss has received extensive attention and thanks from customers. A meal replacement weight loss professional said, "Many people who want to lose weight require customers to be exhausted after a short-term fitness exercise and dieting." Therefore, it is the goal of most dieters to eat low fat when they are full, and then lose weight without dieting and exercise.

The same is true of objective facts. Judging from many customers who take meal replacement to lose weight, DoNews said, "Losing weight is a more urgent need for this group of people. According to the data from Ai Media, 9 1.6% of the respondents indicated that they would stop paying for losing weight, and nearly 60% of them wanted to pay more than 1 10,000 yuan.

Not only is the intention to pay for weight loss fierce enough, but the potential of meal replacement is also huge enough. According to the data of "20 17-2022 Internet Industry Operation Form and Market Prospect Seminar Report", at this stage, the total number of thin and overweight people in China has reached 325 million.

In addition, it is crucial that the soaking rate of diet replacement in China's market is only 29.7%, which is still a virgin land that has not been developed and designed. In contrast, the soaking rate of meal replacement in European and American sales markets has exceeded 90%.

The abundant and open indoor space in the sales market, the huge number of consumers and the fierce intention to pay make the Wulin of meal replacement and weight loss quickly show its stage domineering, forming a market competition layout in new areas. At present, the main participants in the meal replacement weight loss sales market include famous brands of meal replacement weight loss in neighboring villages, traditional snack brands and famous brands of meal replacement weight loss in foreign-funded enterprises.

Well-known brands such as ffit8, Wang Baobao, Wonderlab, Great White Shark fit, Super Zero, Beast Daily, etc., as new brands of meal replacement and weight loss, have won customers' love for their differentiated play in different market segments. Well-known brands of foreign-funded enterprises such as Smeal and Huel have entered the China market through cooperation with e-commerce platforms such as JD.COM Mall and Tmall Mall. Traditional snack brands such as Tomson Bianjian, COFCO, Baicaowei and Taobao Want Want are also unwilling to give up, and they have released meal replacement products to eat birthday cakes. According to CBNData's Insight Report on Light Food Consumption in the 2020s, in 2065, there were 2,837 well-known brands of meal replacement in China from 438 to 09, and it immediately increased to 3,540 in 2020, which doubled.

However, although the market of meal replacement and weight loss, which is welcomed by venture capital institutions and customers, is booming, there are still many hidden dangers under the wind. With the participation of more and more gamers, the weight-loss sales market of meal replacement can only be blindfolded again driven by rights and interests.

Blindfold flying: the repurchase rate is doubtful, and simplification is more serious.

The disadvantages of blindfolded flight soon began to appear, and the sales market of food replacement weight loss became hotter, and many problems hidden in it became more obvious.

First of all, the OEM mode of production is popular, and the homogenization of goods is more serious.

According to the above professionals, many upstream and downstream providers can provide complete solutions for well-known brands from product development to purchase to consumption. In other words, most of the new well-known brands of meal replacement do not require themselves to establish a product research and development or commodity elite team, as long as they are well-known brands, methods, marketing and promotion.

"Most of the products of well-known brands of meal replacement and weight loss in the sales market are OEM. The professional said, "At this stage, the OEM mode of production is still the best solution in the field of meal replacement and weight loss, but it also has shortcomings. For example, the same supply chain will generally terminate its adjustment according to a similar secret recipe, which will make it difficult to differentiate the final products, and it will be more difficult to create its own circle for famous brands.

In fact, the products of several famous brands, such as Youpin Wu Fei, Wonderlab and Le Chun, all come from a foundry company named Hanghengmei Catering Management Co., Ltd., and Yang Peng, the sales director of Hengmei, once said in an interview, "Under normal circumstances, we will provide customers with a complete set of solutions for' senior nutritionists in product preparation, product research and development, elimination, production and processing'."

However, it should be emphasized that although the OEM mode of production can help the well-known brands of meal replacement and weight loss develop efficiently and open the sales market quickly, its disadvantages are self-evident, such as high substitutability of goods and lack of competitiveness of management centers, so it is very easy to be replaced by the sales market.

Secondly, there are exaggerated commodity achievements in advertisements.

In 2020, Hubei 123 15 service platform * * * received 45 reports of touch meal replacement food, an increase of 80% year-on-year. The key points of the report are as follows: false advertisements for meal replacement foods, false high-nutrient ingredients, and deceiving customers with marketing methods such as "fake whole wheat bread", "fake low sugar" and "fake low fat and low calorie".

Due to the lack of relevant industry norms, food substitute products only need to meet food safety standards when eating, but there are no clear data and information standards for products such as fat, and some products have unreasonable secret recipes, which exaggerates the results in publicity and planning.

"The key purpose of meal replacement is to lose weight. Under normal circumstances, taking meal replacement to lose weight should help the thin group control the intake of too many nutrients on the basis of ensuring a small amount of nutrients. However, many customers don't understand pharmacology and just want to reduce the calorific value of the goods. The customers are not clear about this, so they take the initiative to buy and take it with the help of the salesman. Li Liming, an expert professor at Fudan University's School of Public Health Services, once described the chaos in the field of grandiose performance projects.

The final marketing cost is high, and the repurchase rate is worrying.

"The story of meal replacement to lose weight is not very good. Nowadays, all the food replacement and weight loss sales markets are dominated by e-commerce, and there are few offline promotion methods. Therefore, the weight loss products of meal replacement in China are spread by the total flow, but the brand promotion with large categories and high frequency will inevitably lead to ridiculously high marketing expenses. The professional also believes that "the actual effect of dietary replacement is not immediate, so the customer's thinking is actually difficult to form, and the repurchase rate is not high. "Therefore, the continuous large-scale termination of brand promotion has become the primary event of well-known meal replacement weight loss brands.

An example that can be cited is that the king is full. According to Wang Baobao pioneer Jing Yao, Wang Baobao's marketing and promotion investment accounts for about 20% of the total sales. At this stage, there are thousands of network celebrities and big-name stars cooperating with Wang Baobao, as well as Dilraba, Li Jiaqi, Li Xiang, Zhang Han Yun and Zulan. Their advertising marketing methods include short video with vibrato, BiLi BiLi, Little Red Book app, Sina Weibo, cooking and other Internet media methods.

How much repurchase rate can the rising marketing expenses eventually replace the well-known brands of meal replacement and weight loss? In fact, many customers' attitudes towards meal replacement and weight loss have gradually returned to objectivity.

A customer who lost weight by blocking told DoNews that she decided to give up this method after half a year's experience in blocking weight loss. "I think I paid the windfall income tax, and I basically felt full by losing weight through meal replacement. I can't cope with a day's work, even if I lose weight, I will be hungry. "

The Expert Committee on Health Standards also emphasized in the interpretation of the Marketing Insight Report of Meal Substitution Industry that 52% of meal replacement customers chose to give up, and 7% of customers who only took it for one month said that they would continue to use meal replacement to lose weight. In order to capture customers' thinking and turn it into long-term selected daily necessities, well-known brands such as meal replacement and weight loss also have a long way to go.

Management and control are not timely: goods are mixed, and standardization tends to

_ Clear national standards and control of the field of dietary replacement are great threats in the field of dietary replacement at this stage.

In fact, this is also the middle that customers are very concerned about. According to the survey data of Ai Media, more than 60% of the interviewed customers think that it is necessary to improve the quality standards of meal replacement products and improve the approval and control of the access conditions of online meal replacement food business. In addition, it is very important to explore the differences between meal replacement and weight loss customers and their control organizations in order to expose fraud in this field immediately.

However, ideally, there are different kinds of dietary replacement products on the market at present. Some food substitute products are not labeled with ingredients and origin, and fail to meet food safety standards. These dietary replacement products are likely to violate the regulations and add drugs that cause diarrhea and endanger the function of the digestive tract. If you take it for a long time, it is likely to cause reactions of human organs such as digestive tract, liver and kidney functions, leading to nutritional deficiency, endocrine disorders, hypoglycemia and coma.

This is not sensational, but a real case of illness. According to magnificent news reports, in February, 2065438+2009, a 22-year-old girl in Huzhou suffered from flatulence and dull pain in the liver area after eating food replacement products for more than half a month in order to lose weight, and her liver function declined rapidly. She finally had to undergo liver transplantation, and she was able to recover her life with the full help of doctors.

"Dietary replacement can replace the intake of staple food by using foods with high dietary fiber to achieve the purpose of reducing fat, thus improving satiety. However, due to the lack of control, some online food replacement products can achieve the actual effect of losing weight on the surface, but in practice, it will inevitably cause damage to key organs of the human body, such as liver and kidney function. The above-mentioned personnel reminded, "Try to buy food replacement products or buy some popular brands. Although dietary replacement products help to control resting weight, the actual effect varies from person to person. And it can't be taken for a long time, and it's not suitable for everyone.

However, although the chaos and current situation in the field of meal replacement can't be completely solved in a short time, we can't help but admit that a touching wave of meal replacement is coming, and a war on food safety will also ring within the scope of meal replacement.

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