Chinese food innovation in 2025

The 22nd Annual Meeting of the Chinese Society of Food Science and Technology was held in Guangzhou October 2025. Through conference reports, special seminars, display of achievements, theses, other forms, this annual conference promoted the cross-integration of food science, accelerated the transformation and application of scientific and technological innovation achievements, built a high-quality food science and technology talent echelon, strengthened the integration and innovation of science and technology and industry for the food industry.

The remainder of this item provides summaries of the various forums and seminars of the Conference.

Hot Issues Forum:

The 2025 Food Science Frontier Hot Issues Forum focussed on the most forward-looking research direction in the field of food science. From new resource mining, nanobiology, precise nutrition, immune regulation, digital intelligence to intelligent materials, it presents a high-density and high-quality ideological collision, clearly outlining the cross-integration of food science. The way to break through with innovation.

Professor Mao Xiangchao, dean of the School of Food Science and Engineering of Ocean University of China, introduced the great development potential of marine carbohydrates, as well as the team’s discovery, functional analysis and high-value utilisation of new marine polysaccharide structures such as duckweed starch and microalgae starch in the report of new carbohydrate resources. Breakthrough research progress has been made in terms of use, pointing out that the need for resources from the ocean is one of the key paths to meet the challenges of sustainable food supply in the future.

Professor Fang Yapeng, dean of the School of Health Science and Engineering of Shanghai University of Technology, brought a report entitled “Intracellular Biological Effects of Food-based Nanoparticles”. Through the close intersection of food science with nanobiology and cell biology, we explore the interaction mechanism between natural food-genic nanoparticles such as lipids, starch and proteins and cells. He emphasised that paying attention to the biological effects of food nanoscale is of milestone significance for a comprehensive understanding of the deep mechanism and safety assessment of the health effects of food components.

Professor Chen Hongbing of the Sino-German Joint Research Institute of Nanchang University focusses on the increasingly serious global food allergy problem and shares the latest research results of “the immune regulation role of active polysaccharides in the prevention and treatment of food allergies”. Chen Hongbing’s team discovered and verified the specific structure of polysaccharides, such as sea cucumber polysaccharide, aloe vera polysaccharide, etc., by regulating the intestinal flora-immune axis, reshaping the Th1/Th2 balance and inducing Treg cells, thus effectively alleviating food allergy reactions. This study provides a new theoretical basis and practical strategy for the development of natural immunomodulators based on dietary polysaccharides and the realisation of nutritional intervention for food allergies.

Professor Xu Yong, director of the Oil and Plant Protein Research Centre of the School of Food of Jiangnan University, looked forward to the “development and challenges of digital intelligence of oils and fats in the future”. Driven by big data, artificial intelligence and advanced sensor technology, grease from molecular design, precision processing, customised nutrition to intelligent control of the whole industry chain is the key to solving the core challenges of efficiency, sustainability and personalised needs faced by the oil industry.

The report of Professor Guo Zhiming of the School of Food and Biological Engineering of Jiangsu University, “Research Progress on Intelligent Packaging Indication of Fruit and Vegetable Multifunctional Response Nanomaterials”, introduced the intelligent nanomaterials developed by the team that can produce sensitive colour or signal response to specific gases, temperature or microbial changes released during the corruption of fruits and vegetables. These “intelligent packaging” can monitor the freshness of food in real time and without damage, greatly improving the safety of food quality and security and the intelligence level of the supply chain.

Professor Tian Jinhu, vice dean of the Central Plains Research Institute of Zhejiang University, shared the “structural design and application research of pH-responsive EGCG-metal self-assembly ‘phenol cage’ as a long-term delivery carrier of insulin”. The study uses the self-assembly behaviour of EGCG and metal ions to construct a nanocarrier with a “cage-like” structure, which can effectively envelop insulin and intelligently release it in a specific pH environment, providing potential new materials for oral long-acting drug administration in patients with chronic diseases such as diabetes.

Professor Sun Na’s report of the School of Food of Dalian University of Technology “Research on the Risk Assessment and Blocking of Cell Cultured Fish Sensitisation” confronts the potential risks and safety problems in this emerging field and explores effective strategies for cultivating fish sensitisation through processing technology or formulas to adjust the sensitisation of blocking cells.

Jia Longgang, a young teacher of the School of Food Science and Engineering of Tianjin University of Science and Technology, reported “From the atmosphere to the intestine: a two-way pathway for PM2.5 aggravation and probiotics to relieve neurodegenerative diseases”, revealing PM2.5 by building a complete pathway from environmental exposure to intestinal flora disorder and then to central nerve inflammation. How to “enter the brain” to aggravate neurodegenerative lesions, and it has been verified that specific probiotics can effectively inhibit this negative pathway by repairing the intestinal barrier and regulating flora metabolites. This research combines environmental science, neuroscience and food microbiology to open up a new perspective for nutrition intervention in environmental-related diseases.

New Quality Protein Innovation and Development Forum:

The New Protein Innovation and Development Forum, hosted by the Professional Committee of New Proteins of the Chinese Society of Food Science and Technology, gathered experts and scholars from universities, scientific research institutions and business circles across the country to carry out in-depth discussions on the technical path, health effects, risk assessment and industrial application of new proteins. At the meeting, Professor Chen Jian, an academician of the Chinese Academy of Engineering, vice president of the Society, and director of the Professional Committee of New Mass Protein, released the “Top Ten Technical Problems of New Mass Protein in 2025”, specifically including: green and efficient extraction technology of low-denatured plant protein; improvement of the multi-dimensional structure of neoplasm protein mimic meat and juice sensitivity simulation; cell culture The creation of long-term transmission of muscle cells in meat cultivation; the construction of a large-scale serum-free culture system for cell cultivation meat; the construction of microbial fermentation bacteria protein high-efficiency cell factory; the design of protein biological manufacturing reactor and the intelligentisation of high-density fermentation process control; the precise design of yeast chassis cells for high-efficiency expression of functional proteins; edible Integrated technology of low-carbon processing and automated solid-state fermentation equipment of bacterial protein; optimisation of yeast protein processing adaptability and multi-scenario application development; enrichment and quality-enhancing and efficiency utilisation of Venetian sickle protein.

Professor Li Zhaofeng, vice president of Jiangnan University, gave a systematic introduction to the above problems. He pointed out that these topics are not only the bottlenecks of current scientific research, but also the key to whether new proteins can be industrialised and go to the mass table in the future.

The forum set up a number of special reports on the top ten technical problems, from intelligent manufacturing, health assessment to resource development, and introduced the progress in the field of new protein research in many aspects.

In terms of intelligent manufacturing and equipment technology, Professor Liu Donghong of Zhejiang University discussed the intelligent manufacturing path of new mass proteins and shared the three-dimensional culture and moulding technology and equipment of cell culture meat. Li Yingying, a senior engineer at the China Meat and Food Research Centre, focussed on cell cultivation of meat and shared the key breakthroughs in the construction of its large-scale production process.

In terms of health and safety assessment, Professor Yang Xiaoquan of South China University of Technology systematically explained the health effect mechanism of plant protein diet and emphasised the importance of scientific evaluation system to product development. Professor Fu Linglin of Zhejiang University of Industry and Technology proposed a systematic assessment and control strategy for the risk of sensitisation for emerging protein resources such as insect proteins. Jin Fen, a researcher at the Institute of Agricultural Quality Standards and Testing Technology of the Chinese Academy of Agricultural Sciences, further explored the risk of chemicals in the cell culture medium and discussed the scientific construction of the safety system of cultured meat.

In terms of green manufacturing and resource development, Li Huiyue, a senior engineer of Jiangxi Fuxiang Pharmaceutical Co., Ltd., proposed a green process path for the industrialisation of new protein. Associate Professor Li Jian of Beijing University of Industry and Commerce deeply analysed the flavour characteristics of yeast protein and its multi-scenario application potential. In addition, Jiang Xianzhi, the founder of Momi (Guangzhou) Biotechnology Co., Ltd., and Liu Xiao, an associate researcher of Jiangnan University, respectively introduced the creation and multi-scenario application expansion of the Venetian sickle fungus.

Xue Changhu, an academician of the Chinese Academy of Engineering, Professor of Ocean University of China, and Wang Qinhong, a researcher at the Tianjin Institute of Industrial Biotechnology of the Chinese Academy of Sciences, concluded: “New protein is not only the breakthrough direction of food science and technology, but also a strategic choice to ensure national food security and achieve sustainable development. Only through collaborative innovation and cross-border integration can we jointly meet the global challenges of protein supply.

Artificial Intelligence and Food Seminar:

At a time when artificial intelligence technology is accelerating to penetrate into various fields, how to promote its deep integration with food science, health research and other fields has become the key proposition of industrial upgrading and scientific and technological innovation. At the artificial intelligence and food seminar co-hosted by Professor Sun Xiulan, dean of the School of Food of Jiangnan University, and Jiang Shuqiang, a researcher at the Institute of Computing Technology of the Chinese Academy of Sciences, experts and scholars from universities, scientific research institutes and enterprises focussed on the innovative achievements of artificial intelligence in food science, brain health, industrial application and other fields. In-depth communication.

At the beginning of the seminar, Jiang Shuqiang systematically sorted out the application progress of AI technology in the field of food with the title of “Artificial Intelligence-Driven Food Science Research”. He pointed out that artificial intelligence has gradually penetrated from basic research to the whole chain of food research and development, production, safety, etc., providing a new methodology for food science research, promoting the transformation of the industry from traditional experience-driven to data intelligence-driven, and attracting the attention of the whole audience.

Hu Bin, a professor at South China University of Technology, focussed on the “Multimodal AI Large Model-Driven Depression Brain Health Research” and shared three core research results. The dynamic map pulse neural network model developed by its team has solved the problem of time dynamic feature extraction and bioexplicability missing through innovative designs such as BIP modules; the multi-task mixed pulse network model realises the efficient processing of joint classification and segmentation of CT images, which is greatly efficient than the traditional single-task mode. Improvement; The multimodal language risk assessment model builds a depression risk assessment system covering EEG, voice, text scale and other multimodal data based on the collaborative attention mechanism, and finally formed a “multimodal + brain-like + knowledge-driven” brain health management framework, with low power consumption and high response characteristics, for real-time health Dynamic evaluation provides technical support.

Cheng Wei, a dual professor of Huashan Hospital Affiliated to Fudan University, referred to the global attention to brain health issues with the title of “Big Data-Driven Brain Health Research”. He introduced that the number of brain disease patients in China ranks first in the world, and Alzheimer’s disease (AD) and other diseases seriously affect the quality of life of the elderly. Relying on artificial intelligence algorithms, his team has built a series of results such as the brain biological age assessment model and the blood protein AD risk early warning model based on multimodal images. It has also been confirmed through research that a healthy lifestyle can reduce the risk of AD by 41% and the risk of depression by 72%, and machine learning has helped Build the best diet model for AD, which provides a scientific basis for early accurate intervention.

Ma Peihua, a researcher at the Institute of Agricultural Products Processing of the Chinese Academy of Agricultural Sciences, focusses on the “cross-basic research of artificial intelligence and food science”, showing the hardcore breakthrough of AI in the field of food. He introduced that the team realised millimetre-level heating control in food extreme processing through Q-Learning, and completed the screening of high-throughplet materials with the help of the Gaussian process. The “AI food techologist” developed by it became the first food AI intelligent body included in OpenAI. At the same time, he expects that in the future, AI4-food will achieve greater breakthroughs in the research of natural product function, intestinal microbial mechanism analysis, and extreme process control.

Li Li, dean of Xunfei Higher Education Research Institute of the University of Science and Technology, Cheng Li, vice dean of the School of Food of Jiangnan University, and Qin Hui, deputy general manager of Luzhou Laojiao Brewing Co., Ltd., shared their experiences from the perspective of educational application, discipline-specific large model construction and industrial practice respectively. Li Li introduced the application cases of large models in college teaching evaluation, intelligent office and other fields; Cheng Li explained the construction background of FoodSeek special large models for food disciplines and the cooperation path between schools and enterprises; Qin Hui shared the results of the exploration and application of digital intelligence technology in the liquor industry.

This seminar has built a cross-border communication platform in the fields of artificial intelligence, food and health, and comprehensively presented the achievements and application prospects of cutting-edge technology. Experts said that the seminar will accelerate the transformation and application of AI technology in the fields of food and health, promote the upgrading of the industry to precision and intelligence, and inject new momentum into the implementation of the Healthy China Strategy.

Seminar on Technology Innovation and Industrial Development of Dairy Deep Processing:

With the slowdown in global dairy consumption and the increase in consumers’ demand for nutrition and health, deep-processed raw materials for dairy products are becoming a key component in achieving precise nutrition. At the seminar on dairy deep processing technology innovation and industrial development chaired by Professor Jiang Yujun, vice president of Northeast Agricultural University, and He Jian, director of the National Dairy Technology Innovation Centre, the experts clearly outlined the future picture of China’s dairy deep processing.

With the deep processing of dairy products as the traction, it drives the value of the industrial chain to leap.

Jiang Yujun pointed out that the dairy industry has changed from the “era of nutrition preservation” and the “era of nutrition optimization” to the “era of precise nutrition”. Deeply exploring the natural nutrition in dairy products and realizing precise nutrition transmission is inseparable from the innovation and breakthrough of deep processing technology. Professor Ai Lianzhong, dean of the School of Agriculture and Biological Engineering of Shanghai Jiaotong University, said that the dairy industry will enter a new cycle of “total stability and structure rebalance” in the next 3-5 years, with cheese products as the core, extending high value-added products such as whey powder and functional milk-based ingredients. Professor Zhou Peng of the School of Food of Jiangnan University said that compared with traditional whey ingredients obtained through enzyme coagulation or acid sedimentation, natural whey obtained through membrane filtration has unique nutritional and health characteristics. In addition, through the isolation and enrichment of key subcomponents in casein, its nutritional characteristics and health efficacy in special foods such as infant products can be better improved.

Innovation and breakthrough from “component simulation” to “structure-function”

The composition and structural recomposition of milk fat phospholipids has become a research hotspot in the field of infant formula. Professor Zhang Lanwei of the School of Food Science and Engineering of Ocean University of China said that the dual strategy of “MFGM phospholipid composition remodelling” and “three-layer membrane structure reconstruction” has realised the leap from “component simulation” to “structure-component double repetition”. The new idea of constructing breast milk MFG based on precise lipid composition remodelling and membrane structure reconstruction, which provides a theoretical basis and practical path for the research and development of functional dairy products and the cognitive nutrition intervention of breast milk infants. Particulate whey protein can simulate the slippery taste of fat. At the same time, because physical modification will not introduce safety risks, it is an important direction to improve the added value of whey protein and can be used in industrial use. Liu Guanchen, a researcher at the Innovation Centre of the Yangtze River Delta Wisdom Oasis of Zhejiang University, introduced the new progress of whey protein particulate technology and its application research. He believes that by combining AI with the process parameter information collection of particulate whey protein, particulate products adapted to different consumption scenarios can be efficiently prepared.

Build a closed loop of “R&D-application” to enhance the potential of market competition

Professor Tan Mingqian of the School of Food of Dalian University of Technology has established an effective lutein stabilisation carrier construction method, which has significantly improved the water solubility and stability of lutein. At the same time, he explored the mechanism of exocrine-loaded lutein in alleviating dry eye, which is of great significance for improving eye health. Wang Caiyun, executive director of the Dairy Technology and Equipment Research Centre of the National Dairy Technology Innovation Centre, shared the analysis of the path of lactoferrin from laboratory to commercialisation. She said that at present, the mainstream in the field of deep processing of lactoferrin in China still focusses on “added application of ingredients”. With the industrialisation of domestic lactoferrin, it is still necessary to build a collaborative closed-loop research of “raw material structure effect-process-application adaptability” to improve the market competitiveness of domestic lactoferrin. Liu Yitong, application innovation director of Nuohe and Shenyuan Food and Beverage Biological Solutions in China, shared her insights on how enzyme and fermentation biotechnology can empower the deep processing of dairy products with dual engines. She pointed out that in the field of cheese research and development, biological solutions can help release the value of cheese; in terms of milk fat, through enzymatic and fermentation, cream wind The taste can be improved.

Seminar on Medical Food Innovation and Adult Nutrition and Health:

In addition to continuously promoting the optimisation of medical food product formulas and the construction of clinical paths, “personalised nutrition”, “precise intervention” and “cross-border collaboration” will become the core driving force for the development of the industry. At the Seminar on Medical Food Innovation and Adult Nutrition and Health, eight experts from the medical, nutrition and food industries held in-depth discussions aimed at providing scientific, safe and effective nutritional and health solutions for a wider adult population. The seminar was co-chaired by Professor Shi Hanping, the founding director of the Department of Clinical Nutrition of Capital Medical University, and Wang Shuo, a special professor of Nankai University.

Driven by clinical demand: tumour nutrition becomes a breakthrough

Shi Hanping pointed out in the report of “Promoting the Development of Clinical Nutrition Therapy with Tumour Nutrition as the fulcrum” that with the expansion of tumour patients and the diversification of treatment models, the nutritional status of patients has become a key factor affecting the treatment effect, prognosis and quality of life. This has brought new challenges and opportunities for clinical nutrition treatment. Huang Rongkang, deputy chief physician of the Sixth Affiliated Hospital of Sun Yat-sen University, further strengthened this view in the report of “Nutrition Support Strategies for Perioperative Colorectal Cancer”. He stressed that precise nutritional support in the perioperative period has become a new clinical consensus, which is directly related to the treatment effect and rehabilitation process of colorectal cancer patients.

Functional ingredient innovation: from basic research to application potential

While discussing specific clinical needs, many experts shared potential new functional ingredients and their research results. In the report of “Health Benefits of New Food Resources HMB: Research Progress and Efficacy Exploration”, Wang Shuo systematically sorted out the research progress of β-hydroxy-β-methylbutyric acid (HMB). Many evidences show that HMB can effectively promote protein synthesis and inhibit its degradation, showing great potential in intervening myopenia, and is expected to become a key component of new functional foods. In addition, Tian Yu, a postdoctoral fellow of the School of Food Science and Engineering of Nanjing University of Finance and Economics, pointed out from the perspective of food materials science in the report “Enzymatic Preparation Mechanism and Application of Functional Starch Derivatives” that enzymatic modification is a green means of high-efficiency and targeted preparation of starch derivatives, which is used to develop medical food with specific functions. High-quality raw materials are provided.

Regulations and Products: Building a Flexible and Scientific Industrial Ecology

The healthy development of the industry is inseparable from a clear regulatory framework. Fang Haiqin, director of the Applied Nutrition Office of the National Food Safety Risk Assessment Centre, systematically interpreted the latest regulations in the report of “The Latest Progress of Non-Full Nutrition Formula Food Standards and Regulations”. She pointed out that compared with “full nutrition formula”, “non-total nutrition formula” has greater flexibility in terms of technology, labelling and applicable population, and can better meet the specific clinical needs of adults. Zhong Zhuxuan, a clinical nutrition scientist at the research and development centre of Abbott Nutritional Products (China), confirmed in the report “Innovation and Clinical Benefit Evidence of Non-Total Nutritional Medical Nutritional Products” from the perspective of enterprise innovation that for specific groups of people, non-total nutritional medical nutrition products play a positive role in supplementing specific nutrients and improving nutritional status. Function.

Technological challenges and new opportunities in the market

In the face of specific productization challenges, Wan Zhili, vice dean of the School of Food Science and Engineering of South China University of Technology, deeply analysed the technical path of stability of protein ingredients in liquid medical food in the report “Stabilisation Technology of Protein Ingredients in Liquid Special Medical Food and Its Nutritional Health Effects”. He put forward the view that soybean protein is more suitable as a core raw material, and pointed out that production processes such as ingredients and particulates are technical difficulties in the manufacture of liquid special medical emulsions. Market opportunities also come from the cutting-edge clinical trends. Dr. Lou Yuanying, an IFF nutrition expert, proposed in the report “When Weight Loss Meets Science: The Enlightenment of GLP-1 and New Opportunities for Weight Management” that although GLP-1 receptor agonists are “game changers” in the field of weight management, the pain points such as gastrointestinal side effects they bring are precisely to alleviate side effects and raise Medical food for precise nutritional support has created a new market space.

Seminar on Brain Health and Food Nutrition Transformation:

At the Seminar on Brain Health and Food Nutrition Transformation hosted by the Food Nutrition and Health Branch of the Chinese Society of Food Science and Technology, the Chinese Society of Food Science and Technology officially released the Scientific Consensus on L-α-Glycoline Glycophosphate (hereinafter referred to as the Consensus), which is a new food raw material with both scientific value and industrial prospects. Indicate the direction of application.

Huang Jian, director of the Food Science and Technology Office of the Institute of Nutrition and Health of the Chinese Centre for Disease Control and Prevention, gave an in-depth interpretation of the core content of the Consensus and systematically presented the research results and application prospects of L-α-glycophosphate choline. As an important choline phospholipid derivative, L-α-glycophosphate choline exists naturally in animal and plant food and is easily absorbed and utilised by the human body. In addition, L-α-glycophosphate choline has the metabolic characteristics of choline and 3-phosphate glycerine at the same time, and can participate in multiple physiological processes such as neurotransmitter synthesis, biofilm construction and energy supply. Many studies have shown that L-α-glycophosphate choline has played a positive role in improving cognitive function, regulating emotional state, and enhancing motor ability.

In terms of industrial application, L-α-glycophosphate choline has been widely used in the international food processing field. In 2009, Japan took the lead in including it in the “List of Non-Drug Ingredients”. The U.S. Food and Drug Administration (FDA) classified it as a “Generally Safe Substance (GRAS)”. At present, there are more than 400 food products containing this ingredient in the U.S. market. In China, L-α-glycophosphate choline was officially approved as a new food raw material last year, and the recommended edible amount is ≤600 mg/day (measured by dry base), marking that its application in the domestic food field has entered the stage of standardised development.

In the future, L-α-glycophosphate choline needs to optimise the transformation path in the production process and simplify the refined analysis method in detection. In the field of research, large-scale and multi-centre population intervention research should be carried out, especially the effectiveness evidence for the Chinese population; in terms of industrial norms, it is necessary to improve the production, inspection, application, quality standards and other regulatory systems.

At the seminar, Zeng Ping, a researcher at the National Geriatrics Centre of Beijing Hospital, introduced the impact of the dietary intervention model on delaying cognitive disorders to the delegates on “Ageing and Brain Health Maintention – Dietary Nutrition Intervention Strategy”. Wang Huijun, a researcher at the Institute of Nutrition and Health of the Chinese Centre for Disease Control and Prevention, analysed the correlation between L-α-glycophosphate choline intake and cognitive function in the diet based on empirical data from the Chinese Health and Nutrition Survey. Professor Yang Jingyu of the School of Clinical Pharmacy of Shenyang Pharmaceutical University deeply explained the evidence-based research on the improvement of metabolism and cognitive function of L-α-glycophosphate choline in the body, which provided solid laboratory evidence of its mechanism of action. In the field of applied research, Professor Gu Peifei of Shenyang Sports College shared the team’s research progress on L-α-glycophosphate choline in sports nutrition. He found that L-α-glycophosphate choline can improve attention and reaction, providing a new direction for the research and development of sports nutrition products. Professor Liu Zhigang of the School of Food Science and Engineering of Northwest Agricultural and Forestry University of Science and Technology shared the new perspective of ApoE polymorphism and brain health maintenance around “gene-nutrition interaction”, and proposed that in the future, we should explore personalised brain health and accurate nutrition plans based on the differences in nutrient absorption and metabolism in the genetic background. Yuan Peng, director of the Food Engineering Research and Development Department of China Food Fermentation Industry Research Institute Co., Ltd., sorted out the application status of the new food raw material in the international market by sharing “application examples and prospects of L-α-glycophosphate choline in global dietary supplements”, which provided a reference for the development of China’s industry.

Food Flavour Science Frontier Forum:

The Food Flavour Science Frontier Forum hosted by the Food Flavour Professional Committee of the Chinese Society of Food Science and Technology has attracted many experts, scholars and enterprise representatives from the national food field. They have carried out in-depth exchanges on the cutting-edge issues of food flavour science and gathered wisdom for the innovation and development of the industry.

Sun Baoguo, an academician of the Chinese Academy of Engineering, president of the Chinese Society of Food Science and Technology, and professor of Beijing University of Industry and Commerce, pointed out in his speech that “flavour is the core competitiveness of food”, and emphasised that “if the flavour of food is not acceptable to consumers, there is no second choice”. He further clarified the misunderstandings of the industry: the “delicious” of food is not necessarily related to chronic diseases. The key is whether it is overeaten; flavour substances such as flavour essence are necessary to make up for the loss of flavour in the processing process and strengthen product characteristics. For example, ice cream, cola and other flavours are inseparable from edible flavour essence, and traditional food added flavour substances are also It needs to be viewed scientifically, and at the same time, it is called on scientific researchers to deepen research and do a good job in science popularisation.

Sun Baoguo further focussed on the scientific research of flavour, and proposed that it is necessary to take into account “ancient for modern use” and “foreign use for Chinese use”. It is not only necessary to explore the traditional dietary wisdom such as “five-flavor harmony” in “Lv’s Spring and Autumn”, but also to study the application logic of the original taste of spices and ingredients, but also to keep up with the international frontier and explore the integration of AI, electroencephalogram technology and flavour science. Establish a predictable theory of “molecular structure and aroma”, and at the same time encourage the integration of “flavour + AI” and open up a new direction of “flavour + health”.

At the meeting, Liu Yuan, dean of the School of Food Science and Engineering of Ningsia University, sorted out the development vein and future trends of flavour disciplines with “Exploration on the Development of Flavour Science”; Professor Zhao Mouming of South China University of Technology shared the research process, composition-effect relationship and peptide-rich peptide-rich flavour base in the report of “Progress of Flavour Peptide Research and Key Technology for Preparation” Preparation technology, introduce its application and industrialisation progress in flavour regulation; Professor Xu Yan of Jiangnan University analyses the composition and perception mechanism of flavour substances of Chinese liquor through “Research Progress and Challenges in Liquor Flavour Science”; Professor Tian Shiyi of Zhejiang University of Industry and Technology uses “different taste cell models in food flavour regulation and shape The title of “Application in the Research of Formation Mechanism” describes the research of the team in the field of taste cell models in detail, which provides a key experimental tool for accurately analysing the interaction between flavour substances and taste receptors and optimising food flavour regulation. Professor Zhang Yuyu of Beijing University of Industry and Commerce focusses on “thinking on the mechanism of freshness and salting of flavour substances and appetite regulation effect” Enjoying the results not only clarifies the principle of flavour substances to enhance the taste and enhance the saltiness, but also provides new support for the research and development of low-sodium and high-fresh foods and the research on appetite regulation. In addition, representatives of Beijing Feiyuxing Technology Co., Ltd. and Shanghai Baosheng Industrial Development Co., Ltd. also introduced the application of neuroscience and AI technology in food flavour research to provide reference for the technological upgrading of the industry.

This forum is both cutting-edge and practical, which not only clarifies the direction of flavour science research, but also provides new ideas for the industry to solve the problems of flavour regulation, and injects new momentum into the innovative development of China’s food flavour field.

Source: China Food Newspaper 19/11/2025

Peter Peverelli has been actively involved in and with China since 1975 and frequently travels to the most remote regions of that vast nation. He is a co-author of a substantial book that explores the cultural factors that have contributed to China’s economic success. Peter has been involved in the Chinese food and beverage industries since 1985.

Emerging Trends in the Traditional Chinese Medicine (TCM) Snack Market

Regular readers are aware that Traditional Chinese Medicine (TCM), particularly those that are permitted to consume as food ingredients, has become a significant business in China. This trend initially emerged in the regular food and beverage market but has since expanded into the snack food sector. For health-conscious affluent Chinese individuals, snacking should also be beneficial for their well-being. According to data from Ai Media, the value of this market has surpassed RMB 265 billion in 2024.

In this ‘punk diet’ revolution driven by Generation Z, 72% of the post-1990s generation has substituted traditional healthcare products with ready-to-eat medicinal foods of the same origin. The concept of ‘health snacks’ has garnered substantial attention on the social media platform Xiaohongshu, with over 800 million views. From established brands like Tongrentang to emerging brands, TCM institutions, leisure food enterprises, and cross-border players are actively expanding their presence in the TCM snack market.

This article presents an analysis of the latest industry developments, elucidates the innovative direction of TCM snacks, and evaluates the technical challenges and breakthrough opportunities for popular products.

Trend 1: TCM Centres Emerge as Market Players

The Zhejiang TCM Hospital’s phenomenal success with its hit Wumei (black plum) soup has significantly impacted the summer beverage market. The first version of Wumei, launched last year, achieved remarkable sales figures, with 1.15 million posts sold within 24 hours. Following the introduction of the upgraded 2.0 formula in the Tmall flagship store this year, the monthly sales reached the pinnacle of the tonic and health tea category. This ancient tea drink, featuring black plum, lotus leaf, and hawthorn as its primary ingredients, has become the quintessential embodiment of ‘punk health care’ for young individuals, offering the convenience of ‘professional medical institutions’ research and development combined with ‘ready-to-eat’ consumption.

“Yangzhou TCM Hospital, Jiangsu Province” draws upon the “Outline of Herbal Medicine” and other medical texts, integrating the prevalent ailments of contemporary young individuals such as qi and blood deficiency, spleen deficiency, phlegm and dampness, and fatigue. It extends the innovative concept of medicinal diet to the realm of baking. Their medicinal breads are enriched with over ten medicinal food ingredients, including angelica and poria. Within the first month, the product’s daily sales volume surpassed 1000 pastries, with an astonishing 3000 sold during the peak period. The accompanying image depicts one of their scones.

“Guangdong Zhongshan Boai Hospital” sought to address the specific needs of children’s medicine, incorporating two Traditional Chinese Medicine (TCM) formulas into lollipops. The digestion-strengthening herbs (including hawthorn) and the cough-clearing herbs (including loquat leaves and Luohan fruit) are both seasoned with rock sugar and devoid of preservatives.

When the hospital’s TCM pharmacy transformed into a “snack shop,” it not only generated substantial demand for exceptional products but also fully demonstrated the market’s substantial demand and trust in the “foodization” of classic TCM formulas.

In comparison to conventional food enterprises, medical institutions and TCM centres possess inherent advantages such as professional endorsement, access to local medicinal materials, and ancient prescription resources. This enables them to develop health snacks that combine scientific basis with cultural heritage.

Trend 2: Customised TCM snacks cater to specific segments

Various groups of individuals have distinct physical and health requirements. Traditional Chinese Medicine (TCM) snacks that customise formulas and functions for specific subgroups are emerging as a significant direction for the innovation of food and healthcare products. By focussing on segmenting customer groups and emphasising specific effects, TCM snack products can not only fully realise the value of medicinal and food ingredients of the same origin, but also effectively capture customers and enhance user retention. Urban young people constitute a substantial force in snack consumption. They prioritise health, yet they frequently lack time and patience for traditional dining habits.

Dongfang Yanqisheng’s ‘Red Bean Barley Rice Jelly’ incorporates over 30 ingredients, including kudzu root, barley kernels, goji berries, porigi, yam, and others, all of which are of medicinal origin. Utilising jelly as the carrier, it dispels moisture, nourishes the skin, and can also serve as a snack for satiety and energy during work. The product adopts a compact packaging design to cater to the needs of young people seeking ‘light healthcare anytime and anywhere’.

Mommy Yummy has developed a range of novel medicinal and healthy snacks of the same origin to meet the needs of pregnant mothers. Notably, the 0-sucrose millet eight-treas cake features eight precious ancient recipes as its primary ingredients. This cake integrates a diverse array of nutritious and low-glycemic index ingredients, such as yam, poria, lotus seeds, white lentils, and malt, which collectively possess the effect of strengthening the spleen, nourishing the stomach, and promoting digestion.

The increasing attention paid to the application value of Traditional Chinese Medicine (TCM) snacks in the field of children’s nutrition and health is particularly noteworthy. This trend has gained significant traction, particularly among parents of children born after 1985 and 1990, who are increasingly concerned about their children’s health. Notably, 65.4% of these parents are willing to pay a premium to ensure their children’s well-being.

For instance, ‘Banfang Baba’ has collaborated with the Academy of Agricultural Sciences to develop a range of nutritious snacks tailored to children’s specific health needs. These snacks address concerns such as spleen and stomach conditioning, picky eating, anorexia, and poor resistance. The brand has incorporated medicinal food-like ingredients with the beneficial effects of strengthening the spleen and facilitating digestion into children’s preferred food forms.

Workplace Depression

In the context of the prevalent ‘996’ culture, characterised by extended working hours and late-night work, many workers have experienced post-work depression. Sour jujube kernels, derived from medicinal food ingredients, possess the ability to nourish the mind, alleviate anxiety, and promote deep sleep. Poria, another medicinal food ingredient, can strengthen the spleen and calm the heart, while benefiting water and moisture. It also helps relieve stress and improves sleep quality.

Trend 4: Technological Innovation Promotes the Advancement of TCM Snacks

To effectively engage with the public, Traditional Chinese Medicine (TCM) snacks must overcome the challenges associated with TCM, which include its perceived difficulty in consumption, usage, and adherence. This necessitates the integration of modern food technology and biotechnology.

From raw material processing and active extraction to flavour enhancement and dosage form innovation, a series of technological advancements empowers TCM snacks. These innovations enable ancient medicinal materials to reveal novel flavours and forms.

Emerging technologies, such as mouth-soluble membrane technology, have gained prominence in the TCM snack industry. This technique encapsulates active ingredients within a film composed of modified starch and colloids, positioning them either on or beneath the tongue. This allows for rapid dissolution and drug release in saliva.

For instance, mouth-soluble membrane technology, a novel dosage type of oral administration method, achieves rapid dissolution and efficient absorption through the mouth. This approach extends from professional medical treatment to functional health food. Nano-embedding technology, for example, provides dual benefits of bitterness shielding and active protection through microscale wrapping, while probiotic fermentation facilitates bacterial group fermentation.

Technological advancements not only enhance the active utilisation of raw materials but also optimise taste by decomposing bitter substances.

The concept and technology of flavour science also serve as viable solutions. Existing products leverage the coordinated application of natural sweeteners and bitterness masking technology to reduce the bitterness of raw materials like ginseng and other medicinal and food sources. This approach ensures the preservation of active ingredients and improves palatability.

 form creativity, a series of technological innovations are empowering TCM snacks, so that ancient medicinal materials can shine new flavours and new forms.

Emerging technologies such as mouth-soluble membrane technology are becoming new favourites in the field of TCM snacks. This technique fixes the active ingredients of TCM on a film made of modified starch and colloids, and places them on or under the tongue, which can quickly dissolve and release drugs in saliva.

For example, the mouth-soluble membrane-making technology, this new dosage type of oral administration method achieves rapid dissolution and efficient absorption through the mouth, which is extending from professional medical treatment to functional health food; for example, nano-embedding technology can achieve the dual effect of bitterness shielding and active protection through microsacle wrapping; probiotic fermentation through bacterial group fermentation. Technology, on the one hand, can improve the active utilisation of raw materials, and on the other hand, it can optimise the taste by decomposing bitter substances.

The concept and technology of flavour science are also popular solutions in the field. There are already products on the market that rely on the coordinated application of natural sweeteners and bitterness masking technology to reduce the bitterness of raw materials such as ginseng and other medicinal and food sources, ensure zero loss of active ingredients, and improve palatability.

Peter Peverelli has been actively involved in and with China since 1975 and frequently travels to the most remote regions of that vast nation. He is a co-author of a substantial book that explores the cultural factors that have contributed to China’s economic success. Peter has been involved in the Chinese food and beverage industries since 1985.

A Chinese innovation: rice from potatoes

Recently, a special production line in Zhaotong, Yunnan Province, has created the world’s first potato rice. It is understood that this production line that converts potatoes into ‘rice’ is the result of more than five years of research and development led by Wu Qi, an academician of the Chinese Academy of Sciences and a polymeric physical chemist. This is not only the first production line in China to turn fresh potatoes into dried rice, but also the first in the world.

Nutrition

According to the report, potato rice retains 90% of the nutrients of potatoes and the protein content is 27% higher than that of traditional refined rice noodles. After the first batch of potato rice was launched, Zhaotong Mekong conducted product stability tests among people with diabetes and obesity. Judging from the situation of regional sales tests, there is a tendency for supply to exceed demand. After more than a month of trial sales, the repurchase rate of diabetics and people who lose weight is relatively high.

Easy to handle

Because potato rice has been processed at high temperature and high pressure, consumers can steam the potato rice without washing it. In addition, the amount of water and time required to steam potato rice is much less than the amount of water and time required to steam white rice. Some consumers feedback that potato rice is convenient to cook, and it not only feels close to rice in the mouth, but also smells like potatoes.

Price

At present, the price of potato rice is still higher than that of ordinary rice. According to the official platform of Zhaotong Meikang Agricultural Company, the price of potato rice is RMB 66 per box of 950g.

Top producer

As one of the world’s largest potato producers, China has ranked first in the world for many years. For Chinese consumers, the research on potato rice is expected to make high-yield potatoes a staple food for people, which will help solve the problem of food security. For fresh potatoes with a large yield, this new form of potatoes can solve the problem that fresh potatoes have a short storage time and are not conducive to preservation to a certain extent. potato rice can reduce the need for ventilation and climate control during storage, and it is also more convenient for logistics and transportation.

The process

Wu Qi’s team integrates macromolecular physics theory, food macromolecular processing and polymer extrusion granulation technology, focussing on the research and development of high-water extrusion and reorganisation technology of plant polysaccharides and protein complex systems. Through precise control of temperature, humidity and enzymatic time, fresh potatoes are transformed into diameter 0.5 -1mm rice granular finished product. Simply put, the research team changed the characteristics of macromolecules from the physical level, reshaped the starch chain of potato crops, and turned fresh potatoes into potato rice with good taste.

Peter Peverelli has been actively involved in and with China since 1975 and frequently travels to the most remote regions of that vast nation. He is a co-author of a substantial book that explores the cultural factors that have contributed to China’s economic success. Peter has been involved in the Chinese food and beverage industries since 1985.

New Food Ingredient: The Rise of Stevia Polyphenols

n the Announcement No. 1 of 2025 of the Health Commission (the former Ministry of Health of China) officially approved stevia polyphenols as a new food raw material, alongside stevia glycosides, as the two “star ingredients” of stevia.

For an extended period, stevia has garnered significant attention due to its abundance of stevia glycosides, a natural sweetener, and its role as a crucial sugar substitute in the food industry. The legalisation of stevia polyphenols has undoubtedly paved the way for the expanded application of stevia. Its antioxidant and multifaceted health benefits anticipate its emergence as a preferred choice in the domains of food and healthcare products, potentially surpassing the popularity of stevia glycosides.

Originating from South America, stevia was introduced to China in the 1970s and has since gained widespread cultivation in Hebei, Gansu, Shandong, and other regions. The sweetness of stevia glycosides in its leaves is approximately 200-300 times greater than sucrose, making it the cornerstone of natural sugar substitutes. However, during the extraction process of stevia glycosides, a “side product” emerged—stevia polyphenols.

Stevia polyphenols constitute 2%-4% of the dried stevia leaves, primarily comprising chlorogenic acid, caffeic acid, quercetin, and other active ingredients. High-purity products are obtained through extraction technology, resulting in a total polyphenol content exceeding 40%. The polyphenols are derived from stevia leaves through ethanol extraction, filtration, purification, concentration, drying, and other processes.

In 2025, stevia polyphenols officially became a new food raw material in China, ushering in a novel trajectory for the application of stevia in the food sector.

What are plant polyphenols?

Plant polyphenols are secondary metabolites synthesised by plants during their growth. They constitute a diverse class of compounds characterised by the presence of multiple phenolic hydroxyl structures. These compounds are composed of benzene ring structures, each bearing one or more hydroxyl (-OH) groups on each benzene ring, conferring them with robust antioxidant properties and the ability to neutralise free radicals.

Plant polyphenols can be categorised based on their chemical structure, primarily comprising flavonoids, proanthocyanins, hydrolyzed tannins, simple phenolic acids, and other major categories.

Plant polyphenols serve as essential nutrients produced through photosynthesis, playing a multifaceted role within the plant body. These compounds contribute to disease resistance, pigment formation, structural support, and regulation of the growth cycle. Polyphenols are typically stored in various plant parts, including roots, stems, leaves, flowers, fruits, and epidermis.

Which foods are rich in polyphenols?

Plant polyphenols constitute a diverse class of natural compounds widely distributed in plants. Their content ranks second only to lignin, cellulose, and hemicellulose. Over 600 plant species are known to contain higher levels of polyphenols compared to other compounds.

In daily life, foods rich in polyphenols include various fruits (e.g., apple peel, grape peel), vegetables, tea, coffee, seeds, grains, beans, olive oil by-products, cocoa, vanilla, and spices.

Related extracts exhibit remarkable diversity, such as apple polyphenols, pomegranate polyphenols, sour cherry polyphenols, blueberry anthocyanins, grape resveratrol, green tea polyphenols, coffee chlorogenic acid, and dark chocolate cocoa polyphenols, among others.

Which newly approved ingredients are polyphenols?

In addition to stevia polyphenols, numerous new food sources primarily contain polyphenols or polyphenol derivatives.

Sugarcane polyphenols are among the recently approved food ingredients. Sugarcane polyphenols are naturally extracted compounds from sugarcane. The primary constituents include total polyphenols, total flavonoids, and proanthocyanins, which possess substantial biological activity and commercial value.

A recent study demonstrated that this polyphenol exhibits potent inhibitory effects on α-glucosidase and α-amylase enzymes in the small intestine. This action effectively retards the degradation of carbohydrates within the digestive tract, thereby reducing the absorption rate of monosaccharides such as glucose and fructose. Consequently, it contributes to sugar control. Primarily, this polyphenol is utilised in the development of low-glycemic index (GI) food products.

Shanghai TPM, a subsidiary of Australian International Ingredients, has recently declared sugarcane polyphenol as a new food raw material. Their product portfolio encompasses Phytolin@phenol® sugarcane polyphenols and Polynol@phenol@sugarcane polyphenol food ingredients.

Milk tea by Hankou Erchang contains phytolin

Phytolin@

Phytolin® has emerged as an innovative raw material in the weight management sector, serving as a sugar substitute and effective sugar control agent.

Catechin

Catechin, a newly approved food raw material in 2023, finds applications in beverages and candies. When consumed in conjunction with gallocate (EGCG) as outlined in Announcement No. 17 of 2010, the recommended daily intake is limited to ≤300 mg (measured in total catechin content).

Catechin constitutes the primary polyphenol in tea, comprising 12% to 24% of the dry weight and 60% to 80% of the total polyphenol content. It is predominantly found in green tea, black tea, and oolong tea varieties.

The catechin family comprises four main types (C): epigallic catechic acid (EGCG), pyglytic catechin (EGC), capechic acid (ECG), and epicatechin (EC).

In Japan, catechin has gained recognition as a functional raw material for weight management, a concept that consumers highly value. This recognition may be attributed to the success of Huawang, a company that introduced Healthia green tea in 2003. Since then, Huawang has sold an impressive 3.1 billion bottles of Healthia green tea over a 21-year period, as of the end of 2024.

Tea polyphenols, also known as polyphenols, are polyphenolic compounds primarily extracted from tea leaves as food ingredients. As a food additive antioxidant, they are permitted in over 60 sub-food categories in GB 2760, including oils and fats, jams, nuts, pastries, meat products, aquatic products, canned foods, seasonings, beverages, and puffed foods.

The permitted addition range is between 0.1g/kg and 0.8g/kg, with varying allowable amounts for different product categories. The quality standard adheres to the national standard “GB 1886.211-2016 Food Safety National Standard Food Additives Tea Polyphenols”.

These polyphenolic ingredients can be utilised in both domestic and international food applications. However, foreign dietary supplements often employ a wider range and more diverse types of polyphenol food ingredients.

Apple polyphenols

Apple polyphenols are primarily derived from apple peels, particularly immature green apples, which are rich in polyphenols. The polyphenol content in immature fruits is approximately 10 times higher than that of ripe fruits. Apple polyphenols encompass a diverse range of phenols, including chlorogenic acid, catechin, epicatechin, apple condensed tannin, root peel, root skin, and anthocyanin.

BGG

BGG is a reputable supplier of apple polyphenol food ingredients. They possess the process of extracting apple polyphenols from immature green apples and have obtained intellectual property protection in China and the United States. Furthermore, BGG has conducted clinical trials investigating the role of apple polyphenols in weight management and has received strong scientific research endorsement. Notably, BGG’s apple polyphenols are marketed in the Korean market, where their jelly bars and oral solutions have gained popularity among consumers.

As a byproduct of the wine and juice industry, grape seeds contain a high polyphenol content, ranging from 60 to 70%. The primary polyphenols include catechins, epicatechins, proanthocyanins, and proanthocyanidins (OPC), which are the core active ingredients. Grape seed polyphenols have garnered significant market recognition and have long been the cornerstone of the oral beauty market. Notably, the 2024 Swisse grape seed niacinamide tablets available on Taobao Online stand out in comparison to similar products.

Lychee polyphenols

In addition to the aforementioned polyphenols, another polyphenol is extracted from lychees. Lychee polyphenols are a specific type of polyphenolic substance derived from lychees. Different parts of lychees, such as the flesh, kernels, and shells, contain a diverse range of polyphenols. The polyphenols found in lychee fruit primarily consist of protocatechic acid, catechins, chlorogenic acid, caffeic acid, epicatechins, butylic acid, p-coumic acid, rutin, valeric acid, and others.

Numerous products utilise this raw material. For instance, lychee polyphenol vegetarian capsules are designed to provide a dual effect of “fatigue reduction and weight management.” Low molecular weight polyphenols were obtained through low-temperature extraction, resulting in a threefold increase in absorption rate. Trial testing has been conducted to validate the efficacy of this process.

Polyphenol compounds

Concurrently, the application of single polyphenol ingredients has also emerged as an optimistic direction for certain enterprises.

For example, a dietary supplement launched by one such enterprise incorporates pomegranate extract, keratin, turmeric, bitter orange (fruit), green tea (leaf extract), grape extract (skin and seeds), organic blueberry fruit extract, apple extract, wild cherry berry extract (berry), olive extract (fruit), acai berry (fruit), Noli (fruit), alfalfa (whole plant), hawthorn berry powder, and celery extract (seeds).

The product comprises over 10 components, including pomegranate, turmeric, and blueberry, that are rich in plant polyphenols. These polyphenols are amplified through synergy, emphasising plant-based and natural ingredients.

In light of the approval of stevia polyphenols, more polyphenols are anticipated to be considered for inclusion in the list of new food ingredients in the future. Polyphenols, due to their high purity and antioxidant properties, are expected to gain popularity as a raw material in the food and health food industries. They will play a significant role in dietary supplements, beverages, snacks, dairy products, and other sectors.

Peter Peverelli has been actively involved in and with China since 1975 and frequently travels to the most remote regions of that vast nation. He is a co-author of a significant book that delves into the cultural factors driving China’s economic success. Peter has been involved in the Chinese food and beverage industries since 1985.

Future Prospects for Sports Nutrition in China by 2028

Another innovation on this site: a direct translation of an interesting article in the Chinese food industry press. This time: an interview with Bai Houzeng, Director of the Sports and Nutritional Food Branch of the Chinese Society of Food Science and Technology

Introduction

After more than 20 years of accumulation and development, China’s sports and nutritional food industry has sunk from the “pyramid” professional competitive market to the mass fitness market, and the products have also developed from the original protein powder to today’s diversified products such as protein bars, creatine powder, electrolyte drinks and energy glue. According to the In-depth Market Analysis and Development Trend Forecast Report of China’s Sports Nutritional Food Industry from 2024 to 2030, it is expected that by 2027, the number of people who regular visit sport schools in China will rise to 460 million, and the demand for sports nutrition food will be further increased. How to continue to innovate in the fierce competition, cultivate new productivity, and constantly meet the increasingly diversified consumer demand has become a new issue facing the development of the sports nutrition food industry. At the beginning of the New Year, the reporter interviewed Bai Houzeng, director of the Sports Nutrition Food Branch of the Chinese Society of Food Science and Technology. From the comment of this practitioner who has worked hard in the field of sports nutrition food for more than 20 years, the development vein of the sports nutrition food industry can be clearly seen. In the development of the industry, scientific and technological innovation has always accompanied him and escorted the industry.

Kangbite ad

Q: What stages of development have China’s sports and nutritional food industry gone through?

Bai Houzeng: China’s sports nutrition food industry has gone through the initial stage, growth stage and rapid development stage, and is currently in the stage of rapid development.

The initial stage of the sports nutrition food industry began in the late 1980s. With the vigourous development of the Olympic economy and national fitness, the sports nutrition food industry began to enter China. In the early development of China’s sports and nutritional food industry, it was mainly concentrated in the professional athletes group, with a single product type and a relatively small market scale. In 2001, Kangbite, China’s first professional sports nutrition food enterprise integrating research and development, production and sales, was established, taking the lead in introducing the scientific concept of sports nutrition into the field of competitive sports.

At the beginning of the 21st century, with the increase in public health awareness and the growth of the sports population, sports nutrition began to expand to a wider range of fitness enthusiasts and the mass market. Through the joint efforts of the science and technology community and the industry community, the construction of sports nutrition food standards was launched in 2004. In 2015, the National Standard for Food Safety General Rules for Sports Nutritional Food was released. In 2017, Compit became the first enterprise in China to obtain a license for the production of sports nutrition food and produce its own brand products. In 2019, sports nutritional food was included in the China Sports Industry Catalogue. Since then, China’s sports nutritional food industry has entered the stage of standardised development. The types and quantities of sports nutritional food have grown rapidly, and the market scale has been expanding.

In recent years, thanks to the support of national policies and the promotion of the “Healthy China” strategy, China’s sports and nutritional food market has entered a stage of rapid development. Domestic and foreign brands have entered the market one after another. The demand for subdivisions is increasingly vigourous, and the market scale continues to expand.

Q: Can you talk about the current situation and problems of the development of China’s sports nutrition food industry?

Bai Hou Zeng: After more than 20 years of accumulation and precipitation, China’s sports nutrition food industry has formed a relatively complete industrial chain, with a rich variety of products in the market and huge market potential.

At present, China’s sports and nutritional food market is growing rapidly, and the development of categories is showing a global trend. The top three categories in China’s sports nutrition food market are protein powder, sports drinks and energy bars. This is different from foreign markets. For example, the top three categories in the U.S. sports nutrition food market are sports drinks, protein powders, energy bars and gels (gel).

According to relevant data, from 2017 to 2023, the market size of energy bars and protein bars in China increased from RMB 1.31 billion to RMB 2.45 billion, and it is expected to reach RMB 4.513 billion in 2028. Relevant data predicts that from 2022 to 2028, among the world’s 18 major sports and nutritional food markets, China’s market scale is predicted to rank sixth in the world, with an average compound annual growth rate of up to 40%, which is far higher than the average growth rate of the global sports and nutritional food industry.

Q: In recent years, the development of China’s sports nutrition food industry has pressed the “fast forward button”. What do you think are the main factors that promote industrial development?

Bai Hou Zeng: The rapid development of China’s sports and nutritional food industry is mainly due to the support of policies, the increasing demand for mass consumption and the continuous improvement of standards.

In terms of policy support, in recent years, “Several Opinions on Promoting the Development of the Health Service Industry”, “Healthy China 2030” Planning Outline” and “Guiding Opinions on Promoting the Healthy Development of the Food Industry” have been issued successively. In July 2021, the State Council issued the National Fitness Plan (2021-2025), which promoted the high-quality development of the sports nutrition food industry at the national level. In 2022, the “Opinions on Building a Higher-level National Fitness Public Service System” issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council pointed out that by 2025, a higher-level national fitness public service system will be basically established, and the per capita stadium area will reach 2.6 square metres, and you will often participate in sports The proportion of people exercising reached 38.5%. By 2035, a universal fitness public service system suitable for modern socialist countries will be fully established, and the proportion of people who regularly participate in physical exercise will reach more than 45%. Sports, fitness and sports and leisure will become a common way of life, and people’s physical literacy and health level will be at the forefront of the world.

At the same time, the increasing demand of the masses is also an important factor in the rapid development of the sports and nutritional food industry. With the help of policies, attention from all walks of life to the sports industry continues to increase, and the enthusiasm of the people to participate in sports continues to rise. Data shows that the proportion of people who regularly participate in physical exercise in China has reached 37.2%. By the end of 2023, China’s per capita stadium area had reached 2.89 square metres, which had exceeded the standard of 2.6 square metres per capita planned by the 14th Five-Year Plan. As more and more people participate in various sports and fitness activities, the demand for effective sports nutritional food solutions is also increasing.

In addition, the continuous improvement of standards has also promoted the development of the sports and nutritional food industry. The General Provisions of the National Standard for Food Safety and Sports Nutritional Food clearly states that China defines sports nutritional food as the physiological and metabolic status, exercise ability and the requirements of the sports population (referring to the people who participate in physical exercise 3 or more times a week, the duration of 30 minutes or more each time, and the intensity of each exercise reaches medium or above) Food specially processed for the special needs of certain nutrients. In addition, the “Quality Management Standard for Food Production Enterprises Part 1: Sports Nutritional Food” was implemented in 2022. This is the first local standard for quality management standards classified by food category names issued by Beijing, and it is also the first quality management standard formulated for sports and nutritional food production enterprises in China. It plays an important guiding role in standardising the production behaviour of sports nutritional food production enterprises in Beijing, improving the quality management ability and integrity awareness of enterprises, improving the quality and safety level of sports nutritional food, and promoting the high-quality development of the industry.

Q: What do you think is the core of the development of China’s sports nutrition food industry?

Bai Houzeng: In the development of China’s sports and nutritional food industry, the core of scientific and technological innovation has always been indispensable. It can be said that scientific and technological innovation is the “life gate” of the sports and nutritional food industry.

The consumer group of sports nutritional food extends from professional athletes to the mass fitness group, but the products are not simple “copying”, and innovation is more difficult. Because the needs of the mass fitness group are different from those of professional athletes, when enterprises carry out product research and development and innovation, they should start from the market demand and comprehensively consider the taste, nutritional distribution ratio, cost and application scenarios. Especially for different sports scenarios, the products are very different. For example, although marathon runners and cross-country runners are all running, the products designed and developed are quite different. What is particularly impressive is the process of successful research and development of energy glue by domestic enterprises. From contact concept, research and development innovation to product implementation, it has been polished for 1 year. The penetration rate of energy glue in marathons is as high as 86%.

With the help of policies, the escort of standards, the support of science and technology, the drive of innovation, and adhering to the original intention of “making people’s lives better”, China’s sports and nutritional food industry is making great strides into an era of great development.

Source: 2025-02-10 China Food News

Peter Peverelli has been actively involved in and with China since 1975 and frequently travels to the most remote regions of that vast nation. He is a co-author of a significant book that delves into the cultural factors driving China’s economic success. Peter has been involved in the Chinese food and beverage industries since 1985.

Innovative Cheese Snacks Designed for Children

Cheese consumption has been increasing at an incredible speed in China during the past few years, considering that not so long ago, almost all Chinese were abhorred about the smell of cheese. Cheese supply volume in China has surged from 140,000 tons to 270,000 tons during the period 2017-2022. This figure is expected to maintain double-digit growth, far above the world average for the coming years.

Although the average cheese consumption in China is far below many Western countries as well as Japan and Korea, it has significantly increased from 80g/person/year in 2017 to 130g/person/year in 2021. At the 2022 China Cheese Development Summit Forum, the Dairy Association of China released an action plan, proposing that the national cheese production would reach 500,000 tons by 2025. Much of the cheese sold in China is processed, but non-processed is increasing.

A uniquely Chinese development is that Chinese cheese producers are focusing their own R&D on developing one-bite cheese snacks, for all ages, but in particular for children. This is partly a result of the pressure of the Chinese authorities to increase dairy consumption among children. Such products include cheese sticks, cheese slices, cheese strips, etc. Cheese sticks form the most popular type, which was first launched by Milkana, but was popularized by Milkground. Presently, driven by the increasingly intensive market competition, dairy enterprises have rolled out a wide range of cheese sticks with distinctive features. Apart from various funny shapes, including ‘cheese lollies’, they are also experimenting with flavours. A good example are Milkana’s strawberry flavoured cheese sticks.

This ad by Milkground presents their range of cheese sticks in various flavors: coconut, grape and natural. It promises a calcium content 7 times that of liquid milk. It has added Vitamin D. The animals indicate how fast your child will grow, if you let them snack on Milkground cheese sticks.

The current trend towards more nutritious snacks is also influencing the design of cheese sticks. Dr Cheese has launched a cheese stick sandwiched between two layers of dried seaweed.

Cheespirit has launched a series of innovative products in 2023: ‘Vegetable & Fruit Growing Up Cheese Sticks’. The company claims to have selected 8 kinds of ‘super vegetables and fruits’ to create high-calcium and high-VC cheese sticks, containing 3% dietary fibre. The calcium is 100% milk calcium, with a 1.8:1 calcium-phosphorus ratio. The product contains 40% whey protein, as well as algal oil DHA and various trace elements derived from vegetables and fruits, providing nutrients such as protein, dietary fibre, vitamins and other basic nutrients needed by children. It contains no preservatives. It uses two innovative two-colour-flavours: Lele orange (tomato, carrot and apple compound flavour) that contains β-carotene; and absolute purple (purple sweet potato, purple cabbage blueberry complex flavour) containing anthocyanins to help the children’s growth.

If this post is of interest to you, you may also want to read:

Cheese in China – a gargantuan challenge

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation. He is a co-author of a major book introducing the cultural drivers behind China’s economic success. Peter has been involved with the Chinese food and beverage industries since 1985.

A new trend in China: grading low-fat and sugar-free drinks

In the turbulent and increasingly diversified Chinese beverage market, sugar-free and low-fat have become the choices of more and more consumers. The following picture is taken from an influencer promoting ‘clean label’ products. However, official food and beverage labelling has only just started in China. As you can see, this influencer follows international practice.

Black bean milk

Origin: Ganquan; Brand: 8000 Miles (Baqianli) Price: RMB 1.70/200 ml; shelf life: 90 days.

Nutrition information (100 gr): energy 174 kjoules; protein: 4.4 gr; fat: 1.4 r; carbohydrates: 2.8 gr; sodium: 7 mg.

Ingredients: potable water, black beans, black rice, sesame.

According a recent survey, the market size of China’s sugar-free beverage industry has increased from RMB 2.26 billion in 2015 to 19.96 billion in 2022, and is expected to reach RMB 61.56 billion in 2025. In addition, according another survey, 75% of consumers believe that health is a focus issue in choosing which beverages to buy. In addition to taste, ingredients have become one of the most important beverage purchase considerations for consumers.

To meet the needs of consumers and guide them to make healthier decisions, projects for beverage grading have been proposed. Recently, Shanghai has started the first batch of pilot projects for the grading of ‘nutritional choice’ for beverages, and mainstream brands such as Naixue tea and Bawang Chagee tea have been selected as the first objects for testing, which has caused heated discussions in the industry.

Beverage grading

As the name suggests, beverage grading is the classification and rating of beverages based on certain criteria. These criteria usually include the ingredients, texture, taste, etc., of the beverage. The ‘Nutritional Choice’ grading piloted in Shanghai is based on the content of non-dairy sugar, saturated fat, transfat and non-sugar sweeteners in beverages, and comprehensively classifies beverages through four grades from A to D, in decreasing order. This allows consumers to make more rational consumption choices.

According to Shanghai Centre of Disease Control, the ‘Nutritional Choice’ beverage classification method mainly refers to domestic and foreign standards, and the full indication ‘Nutritional Choice’ can be used in various contexts, such as beverage packaging, ordering procedures, and menus. The classification of a beverage’s grade depends on its ‘shortcomings’. For example, if a beverage has a sugar content of C, saturated fat and transfat of A and no added non-sugar sweeteners, the beverage will be classified as C.

Singapore as example

In December 2022, the Singaporian government began to officially implement a classification policy for prepackaged beverages in the retail market, which also used four grades according to the sugar content and saturated fat content: A, B, C, and D. ‘A class (dark green)’, ‘B class (light green)’, ‘C class (yellow)’, ‘D class (red)’. Grade A means that sugar content and saturated fat are the lowest, and grade D represents the highest content. In addition to packaged beverages, all kinds of handmade beverages such as freshly squeezed juice and milk tea will also be labeled in this way soon. The labeling is the responsibility of the manufacturer, importer or distributor.

Milk tea first

It is understood that milk tea brands like Nai Xue, Bawang Chagee, Happy Lemon, and Hangzhou Leyuan are the first batch of brands to try out the ‘nutritional choice’ classification. On March 27, Naixue’s Shanghai stores and ordering outlets fully implemented the ‘Nutritional Choice’ logo, and Naixue’s ready-to-drink (RTD) products were also superscripted with the ‘Nutritional Choice’ logo. The data show that Naixue’s tea freshly made drinks and RTD bottled beverage products are mostly concentrated in the A and B grade ranges, with obvious health attributes and high recommended values. It is worth mentioning that after the introduction of the ‘Nutritional Choice’ label, the number of consumers choosing grades A and B has increased significantly.

As for Bawang Chagee, the medium-sized cup with less sugar is classified as B-grade, and the Oriental Iced Tea as A-grade. Bawang Chagee also emphasizes healthy sugar, promoting the choice of low GI foods (glycemic index less than 55), food GI value less than or equal to 55, are good choices, but this does not mean that the lower the GI value, the better. Tea lovers also need to choose according to their own situation to avoid falling into knowledge misunderstandings.

More beverages

In addition, Zerup Zero Sugar Drink, Watsons Soda, Suntory Sugar-Free Oolong Tea, etc., are classified as Grade A, F&N Ice Cream Soda, Wahaha AD Calcium Milk are classified as Grade B, FairPrice Whole Milk, Nongfu Spring Brand Tea, Green Oolong Tea, Yuzu Green Tea, Coconut Palm Coconut Water, Benasong Coffee and other products are all classified as Grade C.

Future

The ‘Nutritional Choice’ classification has enabled the beverage industry to move towards a more professional and refined business. With the continuous promotion of the ‘grading system’, more brands may join the ranks in the future. This will also be extended to food. Compared to beverages, there are more types of foods, and the content and proportion of nutrients are more complex. For example, a food can be evaluated based on the content of key nutrients such as protein, fat, carbohydrates, dietary fibre, vitamins and minerals in the food. At the same time, the content of nutrients such as sodium and sugar that are not conducive to health in food can also be considered, so as to evaluate the nutritional value of food more comprehensively.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation. He is a co-author of a major book introducing the cultural drivers behind China’s economic success. Peter has been involved with the Chinese food and beverage industries since 1985.

The Rise of Raw Food Trends in China

Chinese cuisine is one of the longest surviving culinary traditions in the world. The Chinese  preference for pyrotechnics has made cooked food a dietary habit passed down from generation to generation. Cooked food not only has a higher safety, but also tends to stimulate a more pleasant sensory experience due to the colour and aroma produced by heating.

Latest raw products

However, in recent years, more and more domestic brands have begun to turn around and successively launched foods with the concept of ‘raw’ (sheng 生). Luckin Coffee first launched ‘raw coconut latte’ and ‘raw cheese latte’ and quickly became an explosive series.

Luckin Coffee ads promoting products containing ‘raw coconut’. Note that the word ‘raw’ does not appear in the English text

Raw cheese here refers to the use of very young cream cheese. For most Chinese consumers, ‘cheese’ was connotated with the processed cheese that was before that moment the typical cheese for sale in Chinese supermarkets.

Entering 2023, the concept of ‘raw’ food really took off. Starbucks launched a ‘Green Coffee Series’ featuring concentrated fruit juice mixed with green bean extract.

Pepsi launched the diet soda ‘Raw Coke’. Pepsi uses the term shengshuang ciji, literally ‘raw fresh stimulating’, indicating that consumers start linking the concept of raw to that of fresh and that it has an uplifting effect.

Manner Coffee launched draft beer latte (the Chinese word for draft beer, shengpi, includes the word ‘raw’. One influencer describes his first sip of this brew as follows: ‘The first bite is a little like the barley aroma in beer, but it is not very beery, it feels more milky, and it is a good latte, I like the milky taste in this one’.

Uni-President has launched new ‘high mountain raw squeezed green tea’.

The word raw squeezed (shengzha) is highlighted in red on the bottle to indicate that it is an important feature of this product.

Development

The first ‘raw’ foods were made with raw coconut. In 2021, the concept of ‘raw coconut’ became popular with the popular series of Luckin Raw Coconut Latte. Using cold-pressed raw coconut milk as the base and using the raw extraction process, the product retains the authentic taste of coconut meat and the rich coconut aroma.

‘Raw coconut’ generally refers to coconut milk, which is made by grinding mature coconut meat mixed with coconut water or water. Using ‘raw’ to describe fruit and vegetable categories, the public will always mentally connect this with fresh and natural, coupled with the sweeter and smoother taste characteristics of coconut milk, ‘raw coconut’ is more likely to be recognized and loved in the public’s sensory cognition.

Today, the concept of raw coconut is still a popular element of beverage innovation. According to incomplete statistics, in June and July 2023 alone, there were more than ten new products featuring raw coconut as a major ingredient.

Different from the classic pairing of raw coconut latte, many coffee brands have begun to combine ‘raw coconut’ with cold brew and Americano. For example, Tim’s launched Watermelon Raw Coconut Cold Brew, which uses fresh sweet watermelon juice with rich raw coconut milk. Heytea combines seasonal honey dew melon with raw coconut milk. Weiquan combines Indonesian coconut milk with small grain oats.

In recent years, Luckin has also carried out many innovations based on the raw coconut classic series, and successively launched new products such as Ice Absorbing Raw Coconut Latte and Touching Fish Raw Coconut Latte this year. The Iced Coconut Latte enhances the coconut aroma experience in a 2.0 plant-based formula infused with Luckin’s original cooling factor, while the Touching Fish Raw Coconut Latte adds konjac to it.

Touching Fish Raw Coconut Latte; the add indicates that the product contains no fat

In addition, the concept of ‘raw pressing’ has also begun to extend from the application of fruit and vegetable raw materials to tea processing. On June 4, Uni-President launched the Uni-President Chaguowang Gaoshan Raw Green Tea, advertised as: ‘one mouthful of raw pressing, double freshness’. The product combines fresh tea with the same amount of water, crushes at cell level to obtain raw fresh tea concentrate, and adopts nitrogen sealing, 70-90 °C high-temperature tea brewing and UHT technologies to restore the original taste of freshly brewed tea.

In October last year, Luckin launched a blockbuster new Raw Cheese Latte. The product combines classic New Zealand raw cheese (referring to immature cheese) with mellow milk and espresso, retaining the cheesy and slightly salty flavour, and presenting a cheesecake-like experience with a silky texture and rich milk aroma. After the success of the ‘raw cheese’ series, Luckin has successively launched Orange Flavoured Raw Cheese Latte and Tiramisu Love Cheese this year.

Luckin’s Raw Cheese Latte; Jojo is a comic strip figure. The ad includes a pun with that name Jo dengle = jiu deng le 久等了 (sorry to let you wait so long)

Today’s ‘raw cheese’ is generally made of cheese raw materials such as cream cheese and cheddar cheese with different degrees of fermentation with milk and coconut milk. Compared to the single salty cheese flavour, raw cheese provides a stronger cheese aroma, smoother blending with the drink, and a more recognizable flavour.

In addition to the application in coffee, the concept of ‘liquid cheese’ like raw cheese has gradually been applied to milk tea and fruit tea. In December last year, the first raw cheese series was launched on Chabaidao. For the first time, raw cheese was added to milk tea, and two classic cheese flavours, imported raw cheese from New Zealand and Denmark were blended to obtain a more layered cheese aroma.

In March this 2023, Naixue launched a new series of multi-fruit pulp Domineering Cheese, focusing on ‘fresh fruit’ and ‘milk base’, combining fresh pulp with raw buttermilk and raw buttermilk and raw buttermilk jelly, presenting a more chewy and more complex flavoured milk tea experience.

Naixue’s cherry blossom cheese tea

Novel, fun, raw and wild experience

Through cooking, processed food often loses the tart taste of the raw material itself, or generates new substances during the reaction process, obtaining new flavours and nutrition.

As the consumption environment and emotional experiences of food become more personalized, people begin to pursue more particular taste experiences at different levels, and the functional and nutritional demands of products are more segmented.

The concept of unpasteurized draft beer is not uncommon in China. Compared with pasteurized beer, draft beer is not sterilized at high temperature, and generally removes the remaining yeast and impurities in beer by diatomaceous earth filtration.

The flavour and freshness of draft beer are higher than that of pasteurize beer, and the bubbles are more abundant, and it often produces a stronger sense of tartness when drinking it from a can.

Pepsi’s raw cola is based on the treatment of draft beer, using a non-heating physical sterilization method different from traditional cola sterilization, preserving the aroma of spices in cola as much as possible and reducing the decomposition of carbon dioxide in cola.

Therefore, compared to ordinary Coke, PepsiCo’s bubble experience is more powerful, more exciting, and the flavour more refreshing. After being chilled, raw cola produces a stronger sense of raw and dry mouthfeel (see the illustration above).

This concept has also migrated to other types of beverage. In June this year, Manner launched the Aranya Theatre Festival Limited Draft Beer Latte, which pairs the aroma of malt beer with rich nutty coffee, borrowing the concept of ‘draft beer’ to bring consumers a novel coffee experience.

Manner Coffee’s Draf Beer Latte

In freshly ground coffee and packaged coffee, coffee beans are roasted and ground for a stronger coffee flavour and a higher caffeine content. However, with the development of coffee categories and changes in consumer demand, consumers’ demand for coffee is not limited to supplementing energy through caffeine, for example, people who are caffeine intolerant want to get a low-caffeine drinking experience.

In May this year, Starbucks launched a new generation of ‘Starbucks Raw Coffee’ series in China, with four types: Powdered Green Coffee, Powdered Lime Raw Coffee, Magic Purple Raw Coffee, and Mangzi Lime Raw Coffee. All products in this series are light caffeine drinks, extracted from raw Arabica green beans, blended with real juice and dried fruit. The caffeine content of a single cup is about 1/3 of the same cup of Americano.

On June 13, Starbucks China launched four new raw coffee series and then launched a new frost series. Based on the original green coffee series, the product and ice cubes are whipped into a soft frost to bring a summer frost experience.

Two recent Starbucks products

Japanese origin

Tracing the origins of the application of the concept of raw food in these categories, we can see that most of them originated from the Japanese food market, where raw food is an important part of the diet.

The relatively scarce supply of raw materials and the concept of living in accordance with nature have subtly cultivated the dietary preference and food culture of Japanese consumers towards raw food. The Japanese want to maximize the natural and fresh flavour and nutritional value of the ingredients themselves, as evidenced by the traditional Japanese diet of sashimi and raw soy sauce.

Since then, the concept of raw has gradually broadened to include ‘fresh’, ‘natural’ and ‘simple’. It has become a consumer attitude.

Take for example the raw chocolate that spread from Japan to China. Raw chocolate is made by adding fresh cream and other ingredients to melted chocolate, resulting in a silky, delicate product with a soft texture. This referred to as ‘Nama Chocolate’.

Nama’ (written with the same character 生) corresponds to the Japanese meaning of ‘fresh’ and ‘pure’, and originally means ‘fresh chocolate’. Because fresh cream (in Japanese: 生乳油 nama gyuyu) is added to the chocolate making process, it was rendered raw chocolate in Chinese.

The raw toast that has recently become hot in China is also a new baking category that has developed rapidly in the Japanese market. The earliest research and development concept for raw toast was to provide the elderly with a soft and chewable toast, and to provide more choices for children with egg allergies. Therefore, the original raw toast recipe did not add eggs but honey. The characteristics of raw toast are soft and dense, easy to bite off and melting in the mouth. The shelf life of this raw toast is only 1-2 days, which is in line with the concept of freshness, simplicity and purity in the concept of ‘raw’, even though there is nothing raw about it.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation. He is a co-author of a major book introducing the cultural drivers behind China’s economic success. Peter has been involved with the Chinese food and beverage industries since 1985.

Demographic segmentation of the Chinese food market

Stating that China is a huge nation with a very diverse population is kicking in an open door. However, a major shift is taking place in the demography of China that is exercising significant influence on a number of markets, including food and beverage. I like to refer to it as the shift from ‘big collectivism’ to ‘specialised collectivism’. In fact, Chinese collectivism has always been smaller than in, e.g., Japan. Where Japanese copy each other’s behaviour on a massive scale, not rarely on the national level, Chinese focus on smaller groups, like: family members, people from the same neighbourhood, colleagues in the same department of their work unit, etc. Still, due to the huge Chinese population, even a small group is still enormous and therefore interesting to anyone who is (re)designing foods for the Chinese market. This post is taking a closer look at some of the more important demographic segments.

Would it be worth your effort to develop food for golfers? (read the post and find out more at the end)

Elderly

I have reported about food for the elderly in an earlier post. Here, I will provide more background information. Population is the foundation and main body of economic growth and social development, and age structure is a core determinant of population quality and population structure. It is of great significance to study the age structure of the population, especially the aging problem. China’s population aged 60 and over is about 260 million, accounting for 18.7% of the total population. Due of the importance of this consumer group, not only because of its size but also because the elderly are still held in high regard in China, the Chinese government has issued a large body of legislation for ensuring that the elderly are taken care of.

Aging society

China has entered an aging society in 2000. The average age of the population has caught up with the United States and Japan. Due to the decline in fertility rate and the increase in life expectancy, aging is an important problem faced by all countries in the world, but due to the long-term implementation of family planning policy, this problem is more urgent in China. According to the internationally accepted classification standards, when the proportion of the elderly population aged 65 and over in a country (region) exceeds 7% of the total population, or the proportion of the elderly population aged 60 and over exceeds 10% of the total population, that country (region) is regarded as having an aging society. According to the statistics of the United Nations Population Program, in 2000, the proportion of China’s population aged 60 and over exceeded 10% for the first time to reach 10.03%, and in 2002, the proportion of China’s population aged 65 and over exceeded 7% for the first time to reach 7.08%, marking that China has officially entered an aging society in 2000. In 2019, China’s population aged 65 and over reached 176 million, nearly double the 88 million in 2000, accounting for 12.6% of the total population. In 2019, the average age of China’s population reached 37.6 years old, compared with 38.9 years old, 46.7 years old, 41.7 years old and 30.0 years old in the United States, Japan, Europe and India in the same period. It is estimated that in 2030/2050, China’s population aged 60 and above will account for 24.8% – 34.6%, 65 years and above will account for 16.9% – 26.1%, and the average age of the population will reach 41.2 – 45.6 years.

Life expectancy is rising, birth rates are low, and the Chinese population is aging at an unprecedented rate. With the improvement of living standards and medical conditions, the life expectancy of the Chinese population has increased significantly, from 44 years in 1960 to 77 years in 2019, and the life expectancy of the population in some developed coastal areas is higher. The life expectancy of Shanghai’s population in 2019 was as high as 83.66 years. The Chinese birth rate in 2019 was only 10.48 per thousand, and the number of newborns was only 14.65 million, down 580,000 from 2018 and a new low in 70 years.

The policy of encouraging childbirth after the founding of the People’s Republic of China in 1949, generated the first baby boom in New China. The birth rate remained above 37% for five consecutive years. The improvement of the economy after the end of the natural disasters in 1959 – 1961 led to compensatory births, triggering the second baby boom, with more than 250 million births within 10 years, accounting for 17.6% of the total number of Chinese population at present. These two waves of baby boomers will gradually enter old age between 2010 and 2030. The rate of aging in China from 2010 to 2030 is expected to be similar to that of the most rapidly aging period in Japanese society (1990-2010). The insufficient number of newborns will accelerate the aging rate of the Chinese population.

If this rate develops, the average age of the Chinese population will reach 45.6 years old in 2050, the proportion of the population aged 14 and under will only be 14.15%, and the proportion of the population aged 65 and over will reach 26.07%, when there will be one elderly person aged 65 and above in every four Chinese.

China’s “silver economy” has broad prospects

The elderly care industry is a comprehensive industrial cluster to meet the health and happiness requirements of the elderly population. On the whole, the elderly care industry covers food, housing, care, medical treatment, finance, culture, entertainment, science and technology and other aspects, and is an industrial system that meets the multi-level needs of the elderly, from the basic living needs (housing, food, medicine, clothing) to the psychological and spiritual needs provided by (fun in life). The three pillars of China’s pension system are basic pension insurance, annuity and personal pension, of which the first pillar accounts for 85%, much higher than the 11% in the United States. According to international experience, the pension replacement rate is greater than 70% to maintain the standard of living before retirement, if it is less than 50%, the living standard will drop significantly compared with before retirement.

Chinese traditional culture is deeply influenced by Confucianism. Home care is more in line with secular concepts than welfare facilities for the elderly, so home care and community care will continue to be the mainstream of China’s pension model. Facility care will be there as well, but as an auxiliary model. From 2010 to 2018, the number of people aged 65 and over in China increased by 47.64 million, while the number of elderly care institutions increased by only 128,000 and the number of elderly care beds increased by only 4.122 million, with an average of 1,393 elderly people having an elderly care institution, the supply is far less than the market demand, and home care is more in line with China’s traditional culture.

Government support

The central authorities heavily support keeping this large segment of the population healthy. Through its Office of the National Working Committee on Aging, the government has issued a plan to organize the elderly nutrition improvement action in the country from 2022 to 2025.

The notice proposes four actions, including publicizing the nutrition and health knowledge of the elderly, strengthening nutrition intervention for the elderly, improving the ability of elderly nutrition and health services, and carrying out public welfare activities for elderly nutrition and health. Apart from the general Dietary Guidelines for Chinese Citizens, that saw an updated version this year (from the previous 2016 version), the government also issued a separate Dietary Guidelines for the Elderly and one for the very old (<80 years).

The government also organizes several campaigns for promoting healthy living and eating, like: the National Elderly Health Promotion Week, or Respect for the Elderly Month. The phrasing of the latter refers to an important trait of the Chinese policy towards promoting the health of the elderly: the duty of the young, in particular children, to see to it that their parents lead a healthy and happy life. The government rolls out the playing field, but the policies are executed by the children, where necessary assisted by government officials of various administrative levels.

The lowest administrative levels have a special role in the implementation of the national policies. Senior citizens move less easily than younger generations, so it is imperative that their care is in the hands of grass root level administrations, like communities (shequ 社区) or neighborhood commissions (jiedao 街道). These administrations include Elderly Affairs Offices (laonianban 老年办) to see that the elderly under their jurisdiction are take care of well, including their nutritional needs.

Children and local government officials go about carefully, when trying to improve the eating and drinking habits of the elderly in their care. A report published by the site Herbridge gives some interesting examples from interviews with various consumers.

  • The elderly may have fixed habits that are not easy to change. E.g., many stick to old habits and buy what they have bought for decades, without giving a thought to whether their bodies are still capable of digesting high sugar high fat foods.
  • That situation is turned around by another group of elderly. A woman who buys the groceries for her mother complains that her mother now prefers fruits and vegetables, but that she worries that this will lead to malnutrition, while her mother is already very thin. Meat and fish are still regarded as the most nutritious foods by many Chinese. While the young now like to have slim bodies (see further on in this report), most middled aged Chinese still regard a slightly protruding tummy as a sign of good health.
  • Then there are also people with some basic knowledge about food ingredients who try apply that insight to adjust their parents’ diet. One interviewee has bought a jar of xylitol powder to substitute the sugar jar in the family kitchen. She now sweetens foods and drinks for her mother with xylitol wherever possible.
  • A final example of inventive adjustment of a parent’s nutrition is a man whose father stopped liking oatmeal porridge made with milk, although he bought an expensive type of ‘smooth milk’ for his father. He then replaced the milk with unsweetened yoghurt which his father liked very much. The report does not mention if this was a case of lactose intolerance. It is still a great example of how deep present day Chinese are involved with nutrition.

The Young (?)

The ‘young’ is insufficient for denoting an age group in present day China. China has developed so rapidly during the past decades, that Chinese marketers like to divide the country’s population in cohorts named after a decade – such as the post-80, the post-90 and the post-00. Each group is characterized by a number of distinctive habits and world outlook. The post-80s were born after the end of the Cultural Revolution and have been shaped by the early years of the economic reforms that changed the lives of Chinese so profoundly. They are approaching 40 now and most of them are married and have children. They are much more affluent than their parents but are not big spenders on food, as there are so many other expenditures to worry about. A considerable part of those expenditures are for their children, the post-00s, including candy and snacks.

Single dogs

This is another category that has been introduced in an earlier post. The post-90s are young, well-educated, concentrating on their careers in corporations or their own start-up enterprises. With a few exceptions, they are all only children and have been spoiled by their parents and grandparents, as a result of which they have developed a taste for good food. Moreover, a considerable part of them are single and living by themselves. They may marry once, but they give priority to their careers. Many pursue that career outside their hometown, so also away from their school and neighbourhood friends. A modern term for these people is Single Dogs (danshengou 单身狗). Experts estimate the current number of people in the post-90 cohort at 188 million, approximately 14.1% of the Chinese population. 92 million of them were living a single life in 2021. In spite of their young age, many of the post-90s are complaining about ailments resulting from their demanding lifestyle. A 28-year old female Internet programmer is quoted as saying: “I used to buy supplements for my parents, now half of the supplements I buy are for my own consumption.”

So, what and how do the post-90s eat, besides taking supplements? Based on my own observations, they easily spend RMB 100 per person per day on food. They typically live in two-bedroom rental apartments. They have the equipment to cook but many lack the skills. They are the generation of ‘little emperors’, spoiled by their parents, who provided three meals a day, so their child could concentrate on their education. As long as they came home with top grades, the sky was the limit in regards to what their parents would do for them.

The post-90s also lack time. They are enjoying the freedom of their own apartment but are still leaving home early and returning late. They do eat fast food occasionally but they have learned to appreciate good food and they are also still Chinese, so their palates are longing for the right textures and flavours. They are conscious about good nutrition as introduced in the previous report.

The Chinese food industry is allocating considerable R&D funding to serve this cohort, which has resulted in an impressive range of ready-to-eat or semi-finished products. This is a brand-new food category in China, so there is no ready-to-use categorization of products. To cash in on this trend, food producers and retailers have started making and selling single-portion packed versions of a large spectrum of foods and drinks.

Punk diet

One of the ‘bad’ habits many of them share is staying up late, or even regularly skipping sleep altogether. A survey has shown that 44% of the 19 – 25 years cohort stay up until after midnight. In order to stay awake, they need aoyeshui (熬夜水) night owl beverages (literary: staying up all night water)’. Most of these are based on the milk tea drinks that have become so popular among young Chinese. Some also contain traditional Chinese medicinal herbs, which links these drinks to the nationalist trend (guochao 国潮).

This does not mean that the post-90s neglect their health. On the contrary, a healthy body is as important to them as I indicated in the first report. They smoke considerably less than their parents, for example. However, they want to combine healthy living with happy go living lifestyle. A term that has become fashionable among the same post-90 consumer segment is pengke yangsheng (朋克养生), or the ‘punk diet’: nutritious food presented as junk food. The choice of this term indicates that these consumers give themselves a kind of subcultural status. A concrete product type will help clarify this term and a good example food in this context is the energy bar. Energy bars are the ideal ‘punk diet’ food. They can be consumed with one hand, while the other remains functional (e.g., for moving a computer mouse). They provide energy, but are also a source of fibre and nutrients, so comforting to both your stomach and your consciousness. The Chinese name for this product, yingyangbang (营养棒), literally means: ‘nutrition stick’. You can find some examples on the Trends page of this blog. Nuts, a natural source of nutrients, form a common ingredient, but you can add whatever you want, or, better, is allowed by the local regulations. Another occasion for consuming energy bars in China is what I would like to translate as ‘après fitness’ (jianshenhou 健身后) as a parallel to après ski. The Chinese are only just starting to ski, but fitness centres are extremely popular in this age group. One recent study states that there are more than 43 million patrons of fitness centres in Chinese cities. After a tough spell on a treadmill, you need something that gives you energy without making you regain the weight that you just lost. The same study mentions energy bars as the favourite après fitness snack.

Bread as breakfast or snack

As introduced above, a long breakfast does not suit the lifestyle of the Chinese post-90s. Western style baked bread, that is easier to keep that the traditional steamed bread is more and more accepted as the ideal breakfast item. Moreover, it also makes an easy to consume between meals snack. You can take it to office and eat it again with one hand. To cater to post-90s demand for convenience, several Chinese bread suppliers have designed products consisting of two slices of bread with a filling in between. You just buy it, tear open the pack and eat it.

Liquid meals

When the pace of life is seen as becoming so hectic that you even lack time to chew, but you still want a nourishing meal, post-90s Chinese may look for something liquid. You can gulp it down, while still believing that you have ingested a little more than just calories. A traditional product ticking these boxes is congee. Instant congee has been on the market in China for several years. However, more nutritious products have appeared recently.

Children

This section concentrates on foods designed for the post-00 group, though not including babies or infants. One Chinese supplier defines the age group for its ‘children snacks’ (ertong lingshi 儿童零食) as 3 to 12 years. However delimited, this is still a huge consumer segment. The number was estimated at 159 million in 2020.

A salient feature of this segment is that these consumers usually do not buy the products themselves, but their parents, grandparents or other family members. However, they do regularly influence the selection of snack food purchased for them. Advertising therefore needs to appeal to both children and adult relatives. E.g., children like brightly colored packaging and advertisements related to their favourite cartoon figures. The adults will first look at the ingredients to see how ‘healthy’ the product is. Moreover, parents frequently exchange ideas about this on social media like Xiaohongshu or Weibo.

More light eating

Talking about health, Chinese parents are basically applying the same criteria to snack food for their children as they use for the foods they buy for themselves. In that respect, the contents of the first report apply to this category as well. Low fat, low sugar and low salt are mentioned frequently by people who discuss candy and other snacks for children.

A number of ingredients are perceived as especially important for the physical and mental health of children. We can take the popular category of soft candies (yingyang ruantang 营养软糖) as an example. Soft candies are used most often in professional literature on fortified children snack food.

White gold

Dairy, often referred to in China as the white gold, continues to have a high healthy profile among Chinese consumers and this is even stronger in the context of children. Foods made from milk, containing milk or adding an ingredient derived from milk are automatically regarded as more healthy. However, making a child drink a glass of milk is not easy and dairy based snacks offer a welcome alternative. One that became popular in 2023 is the cheese popsicle.

Women

As any society, the different likings of food between men and women have been a topic of discussion for ages. Also, some foods have been prepared specially for women for centuries. Bird’s nests are a good example. They are believed to be good for one’s complexion.

However, more recently foods have been launched in China that are positioned as typically for female consumers. Female consumers have become so valuable, that Chinese marketers are starting to talk about ‘her economy’ (ta jingji 她经济) as a separate market segment. The value of the Chinese health food market for women for 2025 is estimated to RMB 300 billion; from 237.9 billion in 2019.

In the realm of snacks, fruit jellies are a product almost entirely consumed by women in China. Recently, some manufacturers have developed more exciting and healthy versions. There are now jellies with fruit chunks to increase the fruit contents up to 25%, or jellies flavoured with flowers or traditional Chinese medicinal (TCM) herbs. Just to mention a few the most frequently used: Red dates or goji berries nourish qi and blood, moisturize and the complexion. Mung beans and white fungus detoxify the intestines and have an anti-aging effect. Black sesame seeds keep your hair black. This fits in with the general health trends introduced in the first report.

Female ingredients

Some ingredients are typically used in foods for women. An example of such an ingredient is peach gum. Peach gum is regarded as a beauty tonic in traditional Chinese medicine (TCM). It comes in the form of amber-hued crystals and is the resin of the Chinese peach tree (prunus persica). It is known for its beneficial properties on improving various skin conditions. Commonly prepared into soup-like desserts, often adding goji or dates. It is generally tasteless with a gelatine bouncy texture similar to bird’s nest. Peach gum is popular among Chinese women as it is rich in collagen.

Cosmetic food

The latest development in this trend is ‘cosmetic food’. So far, most of these are beverages fortified with collagen, like collagen yoghurt by Sanyuan.

More segments

When you put yourself to it, it will be possible to discern a few more special consumer segments. An obvious one is the ethnic segmentation. I intend to add a section about that to this post in the near future. However, Chinese marketers seem to develop a liking to this. The segments highlighted in this post are those worth considering when designing new or adapting existing foods for the Chinese market.

However, it is possible to pick out a more specific demographic group that you deem large and/or affluent enough an develop a product specially for that group. Eurasia Consult can assist you with this. We understand Chinese culture and how it affects food and drinks and we have a large database of foods available on the Chinese market.

*As for the question about Chinese golfers: unofficial reports mention more than 4 mln Chinese who play golf occasionally and about 1 mln regulars. The 2022 Chinese golf market (including everything, from golf club membership to equipment) was worth RMB 493 mln; up 4.8%.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation. He is a co-author of a major book introducing the cultural drivers behind China’s economic success

China’s ‘light eating’ trend: fighting fat, salt, sugar and . . . indulgence

Light eating, qingshi (轻食) has been an issue in China for some time. It includes foods that are low(er) in salt, fat and sugar, but also has broader health connotations. Moreover, it is also about eating smaller meals or portions than usual. That is not just about food but about a complete life style concept, for many also including more exercising. This is reflected by the fact that many Chinese speak of ‘light-eating-ism’ (qingshizhuyi 轻食主义).

This post starts with a description of traditional Chinese concepts about nutrition. These concepts have not only never disappeared, young Chinese show a renewed interest in this tradition. Concepts and terms in this first chapter will reappear in following reports as well.

After that introduction, I will highlight the various aspects of light eating in separate chapters, and end with a review about the future of this movement.

Embedded in an ancient tradition

Qingshi is not just a Western trend catching on in China. The ancient Chinese medical classic Huangdi Neijing, the Inner Canon of the Yellow Emperor, written during the Qin (221 BC – 207 BC) and Han (206 BC ~20 AD) periods, warned against overeating in general and consuming too much fish or meat.

Huangdi Neijing was the first systematic medical book to be published in China. It incorporated the accumulation over centuries of medical experience and observations by the Chinese herbal doctors. The theory of Chinese medicine is heavily influenced by ancient Chinese philosophy, especially that of cosmology and movement of the universe. This world outlook views that things are compassed of five elements – metal, wood, water, fire and earth – and that all material is in a process of change between the universe and the human body. Traditional Chinese Medicinal (TCM) doctors believe that each individual is both a part of the universe and a complete unit, so that a cosmic view of health was required. A well-nourished body was therefore also regarded as a condition for maintaining mental health.

Within this philosophy, phenomena are understood in terms of contradictory relations, for example, the sun versus the moon, the sky versus the earth, the day versus the night, the male versus the female and the positive versus the negative. TCM doctors analyse the physical signs and symptoms of a case by differentiating the appearances into two opposite categories, for example, into yin (阴 dark) and yang (阳bright), han (寒 cold) and re (热hot), xu (虚weak) and shi (实strong), wai (外exterior) and nei (内interior). It is thought that these extremes exist at the same time and are interchangeable, moving to the opposite extreme when conditions change; for example, water becomes air when temperature rises. This is expressed as ‘things at one extreme must go to the opposite extreme’.

Don’t think that these terms are esoteric, only known to TCM doctors who have studied for years. Most Chinese, including the young and hip, know these terms and use them regularly. E.g., a woman can warn a female friend not to eat too much of a certain food during menstruation, because it would make her diet too cold (han). Another Chinese can tell his colleague that his complexion is getting a little plump, which could indicate that his ‘spleen is too weak (pi xu)’.

The concept of a ‘balanced diet’ and ‘a complete diet’

TCM doctors pay a lot of attention to proper nourishment by selecting appropriate food in a way which is somewhat philosophical. By appropriate amounts of food was meant not too much or too little, otherwise it was thought that one health extreme or the other could result.

Huangdi Neijing provides a few recommendations for food intake: (1) Poisons (毒du) (substances to rid or destroy unwanted principles in the body) and medicines provide cure. (2) Five cereals (rice, sesame seeds, soya beans, wheat, millet) provide nourishment. (3) Five fruits (dates, plum, chestnut, apricot, peach) produce complementarity. (4) Five animals (beef, dog meat, pork, mutton, chicken) give advantage. (5) Five vegetables (marrow, chive, bean sprouts, shallot, onion) are for supplementarity. (6) If the food tastes and smells good, eat it to replenish the body’s needs.

The first quotation refers to an important aspect of the TCM view on food and nutrition: food and medicine come from the same sources (药食同源 yao shi tong yuan). The concept of du, literally meaning poison, can be confusing. In the Western perception, poising is something that makes you ill. In TCM is can be that as well, but the same substance that makes you ill can also help restoring the balance. In this sense, it resembles the Western tradition of homeopathy: curing a disease using a very thin solution of the substance that causes it.

The following four parts of the statement describe basic food groups and reflect principles, like having a variety of cereal like foods in order to nourish the body. The number ‘five’ (derived from the five fingers of a hand) does not mean a number per se, but signifies the varieties of cereal, fruit, animal and vegetable derived food. Cereals are considered basic and staple foods for nourishment Fruits are placed second because they compensate for shortages in whatever cereals provided. Animal-derived foods are perceived to be important for the human body, with its resemblance to the animal. Vegetables are regarded to provide an extended range of substances.

With the development of society, people and their circumstances change and cultural exchanges between countries include those of food and technology. Sometimes cultures integrate. Thus the food produced in the Chinese restaurants or home kitchens today will not be representative of the traditional diet, because it will have been modified to suit the taste of people in various locations and countries. However, it has been shown in the 1988 National Nutrition Survey of China, that most people living in the countryside and cities still follow traditional food patterns.

The concept of han (cold) and re (hot)

Han and re literally mean ‘cold’ and ‘hot’. However, the meanings of these essential concepts in TCM nutritional thinking are much more complex. They refer, not only to the body’s status, but also to its function, reaction and symptoms. For example, when a person has ingested cold food, (s)he may respond with related characteristics. Thus, han food may cause diarrhea and re food may cause constipation; han foods may cause nausea while re foods may cause gut problems such as heartburn. On the other hand, han food could combat constipation and re food diarrhoea. These symptoms do not relate to food temperatures, but to the relationship between food and the human body.

Whilst food is believed to provide our bodies with nourishment, the body reacts to food in different ways. For example, if a person eats too much meat, its metabolic effects through acid production may be uncomfortable. This is what is described as re (literally: hot; Westerners also speak of heartburn). Modern nutritional science concentrates on the nutrient components of foods and on the metabolism of nutrients. It rarely acknowledges that there are both nutrient and non-nutrient substances in food which might affect the body. Unripe guava may cause constipation and this may be explained by contemporary food chemistry in terms of tannic acid; this phenomenon is regarded as re in TCM nutrition. Ripened guava does not have the same effect and therefore is not considered as re.

Research has been made in China to link modern food science with TCM concepts. It has been argued that food which contains more or less cation than anion can create a situation of either han or re, although such a generalization is still difficult to accept at a point in nutrition science where the effects of any one cation or anion are recognized as complex. Most fruit and vegetables are considered as han which means that food high in dietary fiber belongs to the han category. That both han food and foods containing dietary fiber can cause ’emptying of the bowels’ is a proximation of the two streams of thought.

Water can be both han or re, depending on the mineral composition of the water, having different biological consequences. E.g., water which contained a lot of magnesium has been considered as han.

Neutral ( wen) and supplementing ( bu)

Food that is in-between han and re is considered neutral (wen) (literally meaning ‘warm’). Rice is an example of a neutral food. Wen food is usually compensated for by bu (literally meaning ‘to supplement’), to avoid nutrient insufficiency. According to TMC, wheats are slightly han, beans are neutral, most fish are neutral as well. Beef is wen, mutton is very re and pork is slightly han. Usually han food is cooked with some re food to neutralize it. For example, vegetables (a han food) are usually cooked with ginger or pepper (re foods) to neutralize them.

It is tempting to compare these TCM observations with modern food research. E.g., existing research shows that a given amount of carbohydrate or carbohydrate containing food can cause very different glycemic responses. Such contemporary nutrition science concepts may be regarded as analogous of traditional Chinese food concepts. However, this is a bridge too far for this report.

Staple vs non-staple

A traditional Chinese meal contains two parts – 饭 fan the staple food, i.e. a cereal, and the rest of the meal, referred to as ‘dishes’, 菜 cai. Cereal is the staple food in the Chinese diet and this may include rice, wheat, corn sorghum and millet, but tubers like (sweet) potatoes, taro, etc. and beans are also regarded as staples. The word cai in everyday Chinese is the same as that for vegetables, because Chinese dishes mostly contain vegetables, with other kinds of food added as supplementary ingredients. It also means ‘accompanying food’ which indicates that ‘dishes’ is only a side dish to accompany the main course – rice (in Southern China) and wheat products like noodles in the North.

Medicine and food come from the same origin

Chinese herbal medicines are part of the normal diet. Chinese scholars believe that what we eat and drink should provide all the nutrients that the body needs. Some medicinal plants may be used as part of a normal diet to maintain a healthy life.

Certain foods have preventive effects. For example, the lingzhi or reiki (the Japanese pronunciation of the same characters), a kind of mushroom and is believed to contain substances prolonging life expectancy. Liver it believed to cure night blindness, seaweeds goiter, and that black beans anaemia. However, as there was no knowledge of vitamins or minerals, the reason behind these assumptions could not be given.

Herbal medicines which were used as medicine were sometimes also cooked as food in a combined dish. They were used as bu. Ginseng and dates are popular examples. These foods or medicines used to be prescribed according to the needs of the patient or healthy person. However, in modern times some have become so popular that they are part of a regular diet. Linked to the current nationalist trend (国潮 guochao) in China, there is a noticeable increase in interest in TCM-based supplements among young affluent Chinese consumers. I will revert to that later in this report.

The Chinese authorities are regulating this use of TCM herbs as food ingredients. There is an official list of herbs and their extracts that are allowed to be used as food ingredients. TCM materials not listed are prohibited in regular foods and beverages.

Low sugar

Chinese have a sweet tooth. We all have, of course, but my first impression of Chinese food products, when I studied in China for a year in the mid-1970s, compared with their counterparts that I was used to Europe, was that they tasted significantly sweeter.

The reason for this is not much different from that in the Western nations. Sweet is an attractive flavour and sugar used to be a luxury item, so a high sugar content marked a high standard of living.

The ultimate sweet food is candy. The Chinese word tang refers to both sugar and the generic category of candy. This poses an interesting linguistic problem when you seriously start thinking about reducing sugar in food. Candy should then be an important focus product, but how do you express ‘sugar-free candy’ in Chinese? It would be something like ‘coffee-free coffee’. However, these expressions are regularly used in professional and commercial literature, so apparently Chinese can distinguish between tang = sugar and tang = candy.

Obesity

The inevitable effect of consuming sugar-heavy foods and drinks, obesity, has also become a problem in China. Among Chinese adults aged 18-69 in 2018, there were about 85 million obese people, of which 48 million were men and 37 million were women. There were 11 million more men than women. In 2004, there were only 28 million obese people in China. In other words, in just 14 years, the obesity rate in China has risen from 3.1% to 8.1%. A report from 2021 estimates that the number of obese people at 230 million, a year-on-year increase of 4.5%.

Children are also affected. The latest research shows that the incidence of childhood obesity in China has reached 20%. Data from the Centre for Disease Control and Prevention shows that there are more than 550,000 obese people under the age of 17, and 12% of children are overweight. Apart from consuming too much sugar, part of the childhood obesity is caused by parents who still adhere to the traditional Chinese belief that a fat body is a sign of health and therefore give their children too much food, including modern manufactured foods and drinks.

Concerned consumers

This is a good point to mention that modern Chinese consumers are possibly the most ingredient conscious people in the world. Many Chinese do read ingredients lists of the foods they buy (or before they buy them) and discuss their concerns on social media and other Internet platforms. One reason for this is the experience with a number of serious food safety issues during the past decade, which has made Chinese consumers suspicious of statements about food quality from the manufacturers of those foods.

Chinese tend to take statements like ‘sugar-free’ literally. Moreover, the Chinese food industry has recently started using the term ‘zero sugar’(0 tang 0糖) to indicate sugar-free, which conveys an even more absolute feeling that the product does not contain any sugar. Many people doubt whether they can believe such a statement. The government met this suspicion with clear specifications.

Itemdenominationspecification
Sugarsugar free<= 0.5g/100 g/ml
low sugar<= 5g/100 g/ml

Related to this problem is the statement ‘zero calories’ (0ka 0卡) that often follows the indication ‘zero sugar’. This is even more tricky, because the energy in a food product does not only come from sugar. Articles informing consumers that sugar replacers are just that, replacing sugar, but do not mean that a food does not provide calories appear regularly in the Chinese press. Interestingly, no party in China has so far proposed to prohibit using the term ‘zero calories’ on food packaging.

Chinese doctors also point out in such publications that the use of artificial sweeteners also does not affect the chance of developing diabetes. Diabetes is big problem in China. One study states that the number of new patients increases with approximately 12.7 million p.a. The total number inf 2021 was 140 million. Another doctor points out that marketing a food like steamed bun (mantou 馒头) would be useless, because eating it would still increase the glycaemic index. We knew this already, but I am adding this to show that topics like this are discussed in the Chinese media in much more detail than in similar Western media geared to consumers.

Communities

Chinese culture is high communitarian. Chinese prefer to do whatever they do in groups of linked minded people. Many consumers concerned with the state of their own health and that of their loved ones form groups seeking to reduce sugar intake. On Xiaohongshu, an app popular with users mostly between 18 and 34, searches for phrases such as “quitting sugar (jietang戒糖),” “sugar control (kongtang控糖),” and “sugar reduction (jiantang减糖),” show tens to hundreds of thousands of results. On social media platform Douban (also known as Tik Tok), also popular among the under-35 population, forums for users wanting to quit sugar can host thousands of members. One, the “Quit Sugar Commune” established in July 2018, has over 5,000 members who “check in” each day to record their low-sugar milestones and progress toward health goals.

Celebrities have also taken up the craze. In April 2018, singer and actress Zhang Shaohan told her over 15 million followers on Weibo, a Chinese platform that can be best described as a combination of LinkedIn and Twitter, that her “secret” to staying young is a zero-sugar diet: “Highly processed sugar … is probably one of the most harmful inventions in human history,” she wrote, earning 190,000 likes and 50,000 forwards on the platform.

The National Health Commission (the former Ministry of Public Health) has also announced a goal of getting consumers to cut down their sugar intake to below 25 grams as part of the “Healthy China Initiative,” as well as updating standards for labeling sugar content on food products and restricting the sale of high-sugar foods.

Less knowledgeable manufacturers

While the large Chinese food manufacturers will have sufficiently knowledge in-house, quite a number of smaller local producers lack such knowledge. This can lead to interesting discussions on Chinese food industry online platforms. E.g., a local manufacturer of pastries (he does not provide much personal information on his personal home page, but he seems to be an elderly baker in Henan province) inquires if someone in the discussion group is familiar with sugar-free biscuits or pastries. In particular, he asks people to ‘introduce raw materials that can be used’ in such products. The first reply comes from a man with a university background (Master degree) and working in a food research institute. He answers that there are no real sugar-free biscuits or pastries, as the starch in the products are transformed into sugar by the human body. Another person (hiding his background, except for working in cereal processing) adds that you should distinguish between ‘sugar-free’ (wutang 无糖) and ‘no sucrose’ (wuzhetang 无蔗糖). The discussion continues for some time, but the above suffices to show the level of knowledge among manufacturers in China.

Sugar substitutes

A new problem is that sugar substitutes come with their own problems. Almost all substitutes are produced in China, and the country is a major producer of some. However, food additives in general have a bad name in China. China used to be food additives heaven. Ingredients lists on food packaging (if provided at all) could be quite long. I remember reading an article in Chinese newspaper entitled: ‘does ice cream really need 12 types of additives?’. This is the Chinese consumer again (see above) who actually reads such lists. Even the more natural sugar substitutes like stevia, are regarded as unnatural and therefore something you would rather not have in your food. Some of the older ones like aspartame or acesulfame-K, are linked to cancer in many publications in popular media. A report from Chinese news outlet The Paper of November 2021 warned that consumers of sugar substitutes are 14 percent more likely to experience depression. It also noted that consumption of aspartame on an empty stomach may cause a blood sugar imbalance, and erythritol can lead to gastrointestinal troubles. An article by the Shanghai Municipal Health Commission of August 2021 warned about the risks of excessive consumption of sweeteners. It suggests that low-calorie sugar substitutes don’t satisfy the brain’s sense of hunger, leading people to eat more food, which in turn increases their risk of weight gain and diabetes.

Then there is the issue of price. Using sugar substitutes come at a cost. Established in 2018, Nice Cream uses natural sugar substitutes like erythritol (rather than artificial sweeteners like aspartame), but this is expensive, and it is a part of the reason why Nice Cream products retail for up to 10 times the price of other ice creams. There is a market segment for expensive but healthy leisure foods like this, but it is relatively small.

Low fat

Unlike sugar, fat is a macro-ingredient indispensable in the human diet. In processed foods, fat adds to the flavour and texture and contributes to the satisfactory feeling consumption. We love fat, but not as a part of ourselves. While body fat is not only produced from consumed fats, consumers in more advanced markets, who start caring about their weight and health in general, first of all blame the fat in their foods.

A concurrent problem in China in this respect is the rapidly increasing ratio of meat in the Chinese diet. With the increasing spendable income, consumers can and want to buy foods that until then were regarded as luxury. Meat, in particular beef is one of such foods. The ratio of meat in the Chinese diet has almost doubled in a couple of decades. As even lean meat contains fat, this has increased the fat intake of Chinese people considerably.

Low(er) fat

Low fat as a marketing issue therefore started in China considerable earlier than the current Light Eating vogue. However, it was mainly literally lowering fat in the formulation and compensating its effect on the texture by adding additives like modified starch, emulsifiers, etc. When the Western food industry launched that ‘low sugar, low fat, low salt’ slogan, it was readily taken over by the Chinese government and therefore also by the Chinese food industry. Lowering fat was then approached in a much broader way, including e.g. substituting fat with other, more natural, ingredients.

In restaurants and home cooking, Chinese started eating more Western style salads. One of the eating habits Westerners brought to China when they started living there was eating mixed chopped raw vegetables as meals. Chinese observing this described those Westerners as ‘eating grass (chicao 吃草)’. This expression is quite flattering, as it implies eating animal feed. This attitude has changed considerably.

Zero fat (?)

After lowering fat in food was aligned with low sugar and salt, the designation zero fat (0zhifang ) also appeared on food packaging and marketing campaigns. However, as is the case with sugar, 100% fat-free is a  close to impossible to reach. The Chinese government has therefore promulgated the following specifications.

Itemdenominationspecification
Fatfat free<= 0.5g/100 g/ml
low fat<= 3g/100 g/ml

Fat in food formulations cannot be simply replaced by ‘artificial fats’ as is the case with artificial sweeteners. I already mentioned additives like modified starch or emulsifiers to mimic the effect of fat on textures. This is technically a good solution, but adds additives, often several, to the ingredients lists on the packaging and Chinese consumers like to study those lists.

Fibre

Chinese food technologists are therefore focusing on adding more texture to foods in the shape of dietary fiber. It does not deliver the same texture, but it can replace the bulkiness of food that is delivered by fat. This has also a psychological aspect. If a food company would directly advertise with replacing meat with vegetables or coarse grains, a considerable segment of Chinese consumers would object, as it sounds like giving up on a luxury food that they now can afford. On the other hand, adding ‘dietary fibre’ (shanshi xianwei 膳食纤维) sounds fancy and modern and therefore gives a luxury feeling.

Candy

Low fat obviously is less important for manufactures of candy. One related issue linked to candy is fruit jelly made from konjac. Fruit jelly are extremely popular among Chinese children, and female consumers of all ages. They can be a source of calories, but those made from konjac are relatively better in this respect. Manufacturers of konjac-based fruit jellies therefore make sure that consumers get the message by printing it on the packaging in huge characters.

Bakery

Fat replacement is more important for producers of bakery products. Bread is an interesting item in this product group. White refined flour and food made from it were until recently regarded as a luxury products and with the increase of spending power, Chinese consumers bought more and more of it to enjoy the same delicate foods, e.g immaculately white steamed bread, like the rich. That has changed very quickly in recent years. Whole meal flower and bread, pastry, biscuits, etc., made from it are now the thing to buy by the health conscious young urban professionals.

Other, coarser, cereals than wheat or rice have also become popular (again). An example is millet (xiaomi 小米). Millet was the sustenance that Chairman Mao and the Red Army relied on to sustain them during the arduous campaigns against the Kuomintang and the invading Japanese. Millet has some of the properties we might associate with the soldiers who relied on it back in 30s and 40s. While it prefers a warm climate, it possesses the ability to adapt to other environments, as well as being remarkably drought resistant and able to survive in poor, heavily acidic or alkaline soils. The nutrients millet contains are hard to digest. However, it is rich in calcium, phosphorous, iron, carotene, Vitamin B1, Vitamin B2, niacin, zinc, manganese, selenium and oestrogen, amongst other things.

The Chinese food industry has also discovered chia seeds as a source of fibre that also provides protein. Other sources of fibre incorporate in bakery products are vegetables, fruits and TCM herbs. The also provide functionality. Water chestnuts, dates (jujubes) and goji berries are examples of plants that also have medicinal functionality according to TCM and are nowadays widely used to enhance food and beverage recipes.

Modernization

The most essential aspect of the production of Babao Porridge is the combination of emulsifiers and thickeners. Babao Porridge consists of a viscous liquid part and solid parts. Manufacturers need to formulate the product in such a way, that the solid parts are more or less evenly distributed over the liquid part upon opening of the can. A number of Chinese manufacturers of emulsifiers and thickeners supply products specially formulated for Babao Porridge. Industrial recipes for so called ‘low calorie Babao Porridge,’ proposed by manufacturers of ingredients use sticky rice as the macro-ingredient, where part of the rice can be replaced with pumpkin. Various combinations of fruits (dates are most popular) and nuts (including peanuts) are added. Frequently suggested micro-ingredients and additives: pumpkin powder, xylitol, oligoxylose, CMC, konjac powder, and EDTA.

Low salt

Salt is the most generally used flavoring ingredient in food all over the world. It is currently one of most dangerous food ingredients in terms of food borne diseases. Until purified salt was only available in small volumes and therefore relatively expensive, the latter was not an issue. Now that salt is available in abundance excessive use has become a global problem as well.

High intake

In China, salt intake has consistently been very high and is believed to account for 40% of all deaths. Despite various governmental campaigns since 2007, the latest estimates show that salt intake in adults still averages at 11 g/day,6 making it one of the highest intake levels in the world. Importantly, the slow progress made so far in salt reduction could be offset by the rapid increase in the consumption of processed and out-of-home foods that comes with urbanisation.

The Chinese authorities had already started a salt reduction program, when the Western ‘low sugar, low fat, low salt’ campaign reached China too. This seems to help. In the beginning, Chinese consumers were reluctant to reduce salt in home cooking (a major contribution to salt intake in China) or restaurants. Salty snacks also remained popular. In the context of Light Eating, the affluent health conscious have not at least taken the lead in salt reduction.

Regulation

As is the case with sugar and fat, zero salt (0 yan 0盐) is not really attainable. The Chinese authorities have therefore also set a number of specifications.

Itemdenominationspecification
Saltsalt free<= 5mg/100 g/ml
low salt120mg/100 g/ml

Easier

Low salt is harder to accept by consumers, but easier to accomplish than low sugar or fat, as salt has less influence on the products texture. Chinese publications suggest a series of ways to adapt formulations to a lower salt content.

  • Use vegetables and fruits with stronger flavours (peppers, onions, lemons, etc);
  • Use spices or strong flavoured animal products like dried fish;
  • Use TCM herbs. These usually also have strong flavours and you can advertise with the herb’s functionality (date, cinnamon, etc);
  • Add ingredients with a high potassium content (black mouse ear fungus (mu’er 木耳), laver, banana, potato, etc.).

The main challenge for the authorities is the same as in most other parts of world: how to gradually wean consumers of the salty taste they are so addicted to.

Soy sauce

A special ingredient that needs highlighting here is China’s favourite savoury ingredient: soy sauce. Already in 2017, Sichuan-based Cuiwei Food launched a low salt soy sauce, produced by natural fermentation. While salt reduction is a positive development, soy sauce has always been a typical savoury seasoning product, so completely salt-free soy sauce can only succeed when marketed as general flavouring ingredient.

End note: Light Eating, fad or there to stay?

Light Eating is certainly not a fad of the day, but something that will have a long term influence on the Chinese food market in the broadest sense. As a concept has been launched a few years ago, first of all among patrons of fitness centres, who became more conscious about the long term effects of eating too much. Their income increased rapidly, but not so much their traditional eating habits. This resulted in a rapid increase of obese people in China. However, that additional income allowed them to start exercising ‘like the Westerners do’, which introduced them to regard eating salads as complete meals. Western was (and still is, although it is fading) synonymous with modern.

The movement grew with the increasing number of people who started exercising regularly and caught the attention of entrepreneurs who set up shops offering healthy (light) foods. When the Western low salt – sugar – fat concept entered China, it was linked to the Light Eating concept almost immediately, which drew the food and beverage industry into the movement as well. The academic world (medical science, food science) followed soon.

While writing this end note, I made search in the Chinese search engine Baidu with the longer term qingshizhuyi (light-eating-ism). Baidu came up with 9,170,000 web pages including this term. This indicates that the concept is a real ism, a world outlook. It will be influential for some time to come.

What could the next step be? One possibility could be ‘clean label’. The concept has caught attention in China. I indicated above that China used to be food additive heaven, but that Chinese consumers have become wary those long lists of additives. However, you can still see such lists on products marketed as ‘light’. I expect that this will become an issue of debate within the light eating movement in China soon.

This post is a summary of our continuous research of the developments in the Chinese food and beverage industries. Contact us for a larger, if needed tailor made, study, including concrete examples of Chinese products that are already on the market.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.