Sichuan Online Reporter Zheng Zhihaowen/Picture
The 110th National Sugar and Wine Commodity Fair (“Spring Sugar Association”) was held in Chengdu from March 20th to 22nd.The total area of the Spring Sugar Exhibition is 325,000 square meters, which is the highest in the sugar and wine club.
Spring Sugar Society
In a variety of exhibits, sports nutritional foods are relatively special type of exhibits.In addition to the conventional dining table of professional athletes, sports nutritional foods bear energy support, supplement nutrients and other functions.Nowadays, in recent years, products such as the energy glue of the marathon and the essential protein powder such as “iron” have entered the public’s vision. These “professional” foods have begun to be added to their “shopping carts” by ordinary people.
At the Spring Sugar Association, what are the developers of sports nutrition foods?How do practitioners think of future market trends?The reporter visited this.
Sports nutrition beverage exhibitors attract customers to inquire
See exhibitors:
Lending the city exhibition brand and the atmosphere of the event, bet on market prospects to accumulate customer resources
According to public information, the start of my country’s sports nutritional food industry is not early. At the end of the 20th century, it gradually developed with the rise of fitness sports. The national standards were determined in 2016.The Chinese Swimming Team Nutritionist Yu Liang told reporters that at the beginning of the birth of sports nutrition foods, it was designed around different sports scenes of professional athletes to support and improve the athlete’s sports performance, helping the body recovery after exercise.Clear protein powder), sugar powder (sports drink), electrolyte powder, energy glue, and creatine.
According to Yu Liang, in addition to calculating the dose of sports nutritional foods, the requirements for the use of sports nutritional foods must also meet the requirements of exercise intensity.”Generally, it is medium or above fitness enthusiasts to start contacting such products. It is not recommended to use the fitness Xiaobai at the beginning.”
Turn your gaze to the scene of the Spring Sugar Association.The reporter visited and found that the participating sports nutrition foods are mainly beverage forms, and the majority of electrolyte products account for aimed at the recovery scene after exercise.”The main thing is that electrolyte water has a supplementary effect on fever and sweating, and sales have increased during the epidemic. Many manufacturers now also have the inertia of this product category. Now they are promoted to sports scenes and returned to the original function of this product.”Some exhibitors explained to reporters.
“Sports nutritional foods facing the mass fitness market are still relatively emerging in China. We have participated in three consecutive spring sugar meetings, and each time is expanding new customers.” Enduring sports nutritional drinks “Rhinowang” brand boothZhang Peng, the person in charge, told reporters that the team attaches great importance to the brand of the Spring Sugar Association. You can meet dealers from all over the country in one breath and constantly accumulate customer resources.”The European and American markets have now verified this category. We are optimistic about the market prospects of this category, so we have always persisted.”
Chengdu’s famous city brand has also been mentioned by exhibitors.Wang Kunkun, a staff member from Henan Sannuo Food Group Co., Ltd., is responsible for introducing an electrolyte drink at the booth.She said that due to the influence of the Chengdu Grand Games, and Chengdu’s own urban sports atmosphere is better, it is suitable for special foods to promote sports scenes here.
Talk about the trend:
Exploring from the “pyramid top”, optimize the entrance experience, pry open the public market “mouth”
According to data disclosed at the 2024 Boao Health Food Science Conference and Expo, the size of the Chinese sports nutritional food market in 2023 was about 6 billion yuan, and the overall scale was still small.
This situation is reflected in the exhibition hall. Most of the sports nutrition food exhibitions are small and medium manufacturers, and the booth location is closer to the end.Although there is not enough strength to sign the core location of the popular exhibition area, the interviewed practitioners also said that they are taking the initiative to get closer to the public.
Brand events have become important occasions for sports nutritional food.”A certain Ice Hockey League Official Sponsors”, “A Super Marathon Official Partner”, “A certain Outdoor Sports Conference” & Hellip; & Hellip; can be seen from the emphasis on product packaging that marriage with the event is an important means of promotion of such products.The packaging color is also the bright orange, tender green and other colors that show youth.
“In terms of positioning, this type of product is not suitable for big merchants. After all, the weight coincidence of daily department store shopping crowds and regular fitness people is not high.” Zhang Peng introduced that the team currently has in addition to special stadiums, sports competitions, gym, gym, gym.Waiting for the promotion of vertical subdivision scenes, it is also promoted at the gas station.”According to the characteristics of the product, it is also suitable for long -distance drivers to supplement their energy and improve their endurance.”
“The product is the mainstream trend of the industry from & lsquo; pyramids & rsquo; top professional athlete market at the top of the professional athlete market.” Ke Xianyong, a sports nutritionist, told reporters that the formulas of similar sports nutrition foods are generally similar.The main optimization direction lies in palatability.”The products for professional athletes are stronger to adjust the formula and efficacy. The taste is often a requirement of both considering. To meet the needs of mass fitness enthusiasts, it is more important to improve the taste and packaging design and do a good job of entry experience.”
In addition to a few categories such as electrolyte drinks, energy glue, protein powder and other categories of products, there are certain market awareness. Other sports nutritional foods of other segment categories are still “raised in deep girlfriends.””From the perspective of the status quo, there are relatively few sports nutritional food brands on the market, and there are not enough opportunities for everyone to touch sports nutrition foods. However, this market has maintained an annual growth rate of about 20%in recent years, and is attracting traditional foodEnterprises, pharmaceutical companies, and emerging brands are actively deployed. “Yin Shutao, deputy dean of the School of Food Science and Nutrition Engineering, China Agricultural University, introduced that with the promotion of national fitness, the scale of fitness people and people with sports nutrition knowledge will continue to expand.The direction of the development of the food industry will develop towards popularization.
“Of course, the initial food promotion of this kind of food was mainly for sports teams at all levels. The inherent channels were narrow and the public had fewer exposure. Now we must continue to work in market education and promotion.” Yin Shutao summarized.