In recent years, the oral beauty market has entered a rapid development period driven by the beauty value economy. Cbndata and tmall International released the 2019 Oral Beauty consumption trend report, which shows that the oral beauty market in China is expected to reach 23.8 billion yuan in 2022.
Based on the difference of consumers' demand for oral beauty products, the products are also constantly deriving new sub categories, such as anti saccharification, oxidation resistance, whitening and water supplement, etc., and the corresponding consumer groups and product development ideas in different directions are different. From May 19 to 21, 2021, food daily food held the 7th fbic2021 global food and beverage Innovation Conference in the Marriott Hotel of Baohua, Shanghai. 87 theme sharing, 134 industry experts, 1653 participants and 2400sku global innovation products, which explain the innovative ideas and development opportunities of the food and beverage industry in the "new food age". From external makeup, protection to internal oral beauty, a new generation of consumers has become a true beauty lovers of "both internal and external". Japan is one of the important markets in the global oral beauty market, and the second most popular oral beauty import country in China (Australia, Japan, Germany, France, the United States). In this regard, Kajima, vice director of the functional ingredients Institute of Japan, analyzes the oral beauty market in Japan in all aspects, and gives some suggestions on how to break through the bonus period.
Hot materials in oral beauty market
Japan's oral beauty market has been developing for many years. In the first stage (1970-1980), Shiseido took the lead in launching the concept product of "Oral Beauty", which opened a new beauty era of "both internal and external repair" in Japan, which is the Enlightenment period of oral beauty market. The second stage (1990-the first half of the 2000's), the rapid development of market drinks, collagen and hyaluronic acid based beauty products have developed rapidly. The third stage (from the second half of 2000 to now), the maturity of oral beauty market, the market related products and consumer psychology are becoming more and more mature《 The health industry daily survey pointed out that the beauty supplement market is estimated to have reached 23.5 billion yen. Among them, collagen is 52 billion yen and enzyme is y50.5 billion, which occupy the main market share. Secondly, the market with a scale of y50billion is being formed, including y39 billion hyaluronic acid, 25billion yen silicon, 22billion yen for placenta, and other raw materials, such as proteoglycan, ceramide, elastin, etc. In terms of consumer cognition, collagen, hyaluronic acid and placenta are more acceptable. Meanwhile, the promotion and promotion of intestinal health in the effect of beauty service have made lactobacillus, yeast, Bifidobacterium, yeast and other fermentation materials become the most popular ingredients. From the gut brain axis to the gut skin axis, the emerging scientific research data promote the market potential of intestinal microecology in external beauty. Antioxidant and anti saccharification are also the categories of oral beauty market segmentation, especially anti saccharification has accumulated years of research data and product reserve in Japan. Polyphenols, flavonoids, catechin, citrus bark / fruit trees, NMN and other raw materials are the more concerned "anti-aging rookie" functional components.
Hot products in oral beauty market
At present, collagen, hyaluronic acid and placenta are the formula directions of stable use by Japanese companies, including supplements, drinks, jelly, snacks and other product forms. In terms of specific product positioning, including anti-oxidation, anti saccharification, water supplement and moisturizing, anti ultraviolet, etc., the following are representative oral beauty products in Japan market.
Enterprise / Brand: Japanese food
Product formula: 20000mg hyaluronic acid Lactobacillus solution, 20 m hyaluronic acid Lactobacillus powder and 5000mg collagen characteristics: the combination of hyaluronic acid and Lactobacillus, it has obtained the patent application crowd of "manufacturing hyaluronic acid" function: it is applicable to those who need water and improve brightness.
Enterprise / Brand: FANCL
Product formula: lotus seed extract, olive extract hydroxycasein, L-cystine, vitamin C and niacin (vitamin B3) characteristics: transparent skin plus anti ultraviolet rays, the formula has been patented to distinguish from other companies.
Enterprise / Brand: aibizhi
Formula: Shark 's fin extract, placenta essence powder, flower bud essence, powder, bird's nest essence powder, pearl powder, shark fin collagen peptide, collagen peptide, soybean peptide, collagen Exa, royal jelly essence and so on.
Enterprise / Brand: snow muscle essence
Product formula: the characteristics of Coix seed extract, purple tea, black rice, white fungus, Houttuynia, etc.: using the strength of herbaceous plants, beauty food is made from inside to outside, and the main direction is to remove moisture, eliminate edema and whitening.
Enterprise / Brand: DHC
Product formula: ala Hyp super peptide (dipeptide contained in collagen peptide, i.e. 2 amino acid binding), lotus germ extract, nano hyaluronic acid, lysine and other characteristics: nano hyaluronic acid can be better absorbed by human body, and the concentration of collagen peptide is improved by unique manufacturing method.
Enterprise / Brand: Xiaozi
Product formula: collagen peptide, chrysanthemum extract, bamboo extract, hawthorn extract, fennel extract, Fructus mollissima extract, mulberry leaf extract, Hericium erinaceus mushroom extract, and coriander extract. It contains a variety of plant herbs, anti sugar drink the fourth generation.
The latest trend of oral beauty market
The concept of oral beauty is changing from the era of seeking external beauty to internal beauty, for example, the era of seeking the external beauty of body shape and skin. From the sprout to maturity, Japanese oral beauty market has shown obvious differences in different periods. The future market trend is mainly as follows.
1. strengthen the basic R & D strength. For enterprises and products, R & D is the most basic foundation, and good product quality is the key to occupy the market. In recent years, dietary supplements related to intrinsic beauty tend to appeal to evidence-based medicine based functions, and large sales companies tend to create their own functional data to develop food for specific health purposes.
2. strengthen independent intellectual property rights. From the above shared product cases, it is not difficult to find that Japanese brand makers pay more attention to the technology and patent application of product formula, and also use patent raw materials and exclusive raw materials when developing products, which can avoid the serious homogenization of products and improve the market competitiveness of products.
3. diversified beauty solutions. With the diversification of consumer demand and the differentiation of the population, the product formula claimed by the main beauty can not meet the unique needs of consumers to some extent. Brand makers also change from a single beauty product to a diversified direction, such as oral beauty and intestinal health combination, oral beauty and weight management. In addition, terminal marketing will integrate products with training and services, and strive to provide more humanized and diversified solutions.
