Events
NZMP at GYMSQUARE China 2021
2 December 2021
16 Feb 2022
6 min
NZMP Promotes Diversification of High Protein Nutrition Product Categories. China's Sports-related Health Market has achieved industrial upgrading.
On December 2, 2021, Mr. Shen Weiwei, Business Manager of Greater China in the NZMP Active Living Unit of Fonterra Group, was invited to GYMSQUARE's "Fitness in China" Conference 2021 held at Expo Huangpu Sports Park in Shanghai to discuss the market trends and solutions of high protein ready-to-drink beverages and high protein health food.
This is a heavyweight business summit in China's sports and fitness sector, focusing on popular topics such as the new wave of Chinese fitness consumption, family fitness trends, general fitness industry trends and gym innovation. Business leaders and KOLs from various fitness-related industries across China were invited to discuss the market opportunities and future development of China's sports and fitness sector through a live broadcast.
The rapid rise of China's sports-related health market
When talking about the development of China's sports-related health market, Shen Weiwei said, “The global sports nutrition market has recovered very fast in the post pandemic era, especially mature markets represented by the US, whose growth rate is faster than emerging markets. Sports nutrition market is destined to boast great potential in the future fitness market as an increasing number of people are realizing the importance of exercise and health, and choose to improve their health through fitness and healthy diet. As the global sports nutrition market recovers rapidly, the rising speed of Chinese sports market is the most remarkable.
Statistics show that there are 989 million mobile users in China in 2021, of which at least 100 million have fitness-related apps installed on their phones. On social media, consumers also pay a lot of attention to the keywords closely related to sports nutrition such as "weight management" and "get in shape".
Shen Weiwei | NZMP Active Living Business Manager | Greater China
With the implementation of the National Nutrition Plan (2017-2030) and the Healthy China 2030 issued by the State Council, the consumer structure in the sports and fitness sector has been upgraded, and the form of nutrition products has become more diversified, with many mainstream consumers wanting to incorporate sports nutrition products into their daily diet.
Diversification of nutritional supplements widens market space
According to the 2021 China Health Consumption Study jointly released by NZMP and IPSOS,
90%
of Chinese consumers are very concerned about their daily health, especially the middle-aged and the elderly.
99%
of Chinese consumers are sparing no effort to manage their health by working out or consuming fruits and vegetables regularly to stay healthy.
92%
of Chinese consumers however, encounter various resistance in their pursuit of health, such as lack of motivation or discipline, high cost and busy life, and have no time to pay attention to their health, which gives more market space for health food.
The fitness nutrition market has always been the world of protein powder, with the modern demand for diversified ways of nutritional supplementation intensified, the style and type of health nutrition products also showed a diversified development trend.
Shen Weiwei said that since 2020, the number of domestic protein powders has been increasing day by day. There are two major reasons behind this: one is that the global supply chain has been hit by the pandemic. Therefore, foreign brands cannot reach the Chinese market; the other is that Chinese consumers’ requirements for flavors are more and more novel and unique flavors. For emerging brands, the most important thing is to develop flavors that will be adored by Chinese consumers.
The mainstream protein powder on the market today utilizes whey protein concentrate. Whey protein basically has the same protein content as milk protein, which is 80% and 85% respectively. However, the calcium content of milk protein concentrate can reach more than 2,000 mg per 100 grams, about four times more than that of whey protein.
According to statistics, the total sports nutrition protein market in China will be approximately USD 690 million in 2021.
It is predicted that the nutritional protein market will grow at a CAGR of 18.3% in the next five years, making it a blue ocean market with unlimited potential.
NZMP has been at the forefront of dairy protein research for many years and has many cutting edge innovations in sports nutrition, such as being the first to use dairy protein in protein bars and ready-to-mix powder, the first to use whey protein in clear sports drinks and the launch of the NZMP SureProteinTM protein solutions to meet consumer demand for nutrition, taste and content, providing the important nutrients needed in a healthy lifestyle.
NZMP conceptual products have added new dynamics to traditional nutritional food market
The dairy protein market has become an important part of daily life in the United States after 30 years of development. But in China, the dairy protein market is still in its infancy and has vast room for development.
At the conference, Shen Weiwei also shared some of NZMP's success stories and conceptual products. NZMP pioneered a series of high-protein ready-to-drink conceptual products that provide health solutions for consumers with different needs. Clean Label Protein Shake, which contains only protein, is suitable for ingredient-sensitive consumers to replenish their nutritional needs; Stress Release Shake, which contains MFGM, enables consumers to stay active and focused under stress; and Teens 15g Protein Shake is able to replenish children with the nutrients they need during peak growth stages.
The protein RTD market is a very promising and emerging area. It will definitely see rapid growth with the help of companies like NZMP that focus on innovative R&D and solutions.
Similarly, in the protein snack segment, in addition to the high protein rice in the market, high protein wafers and high protein balls now available on the market. NZMP's Active Living Unit also shared more high protein snack solutions, including Stress-Buster Protein Dough Bar and Stress-Buster Granola Bar, which are still relatively niche in China, but have unlimited potential. Both of these protein bars have been developed for people under stress to overcome pressure and energize their bodies, which is exactly what these consumers need.
Similarly, in the protein snack segment, in addition to the high protein rice in the market, high protein wafers and high protein balls now available on the market. NZMP's Active Living Unit also shared more high protein snack solutions, including Stress-Buster Protein Dough Bar and Stress-Buster Granola Bar, which are still relatively niche in China, but have unlimited potential. Both of these protein bars have been developed for people under stress to overcome pressure and energize their bodies, which is exactly what these consumers need.
NZMP's series of conceptual products have added new vitality to the traditional nutrition market, especially in the current context of increasing health concerns and diversified demand for health products. It is now a critical period of rapid market scale growth, providing an opportunity for companies like NZMP which specialize in nutrition solutions. High-protein and healthy drinks and snacks may become the next trend of healthy food!
