This article is from WeChat public account: FBIF Food and Beverage Innovation (ID: FoodInnovation), author Pan, editor Bobo, 36氪 authorized to reprint.”Protect vision for the revolution, prevent myopia, eye exercises now start, close your eyes…” Do you remember the acupuncture points in each section of the eye exercises we have done in those years?As a standard during the class, eye exercises have been in China for 50 years, and what about the eye health of Chinese teenagers?According to the “2018 China Children and Adolescents Myopia Survey Results” published by the National Health and Health Commission, the overall myopia rate of children and adolescents nationwide in 2018 was 53.6%.Among them, 14.5% for 6-year-old children, 36.0% for primary school students, 71.6% for junior high school students, and 81.0% for high school students. The problem of myopia in children and adolescents is getting worse with age and academic aggravation.In China, the number of patients with myopia has reached 600 million.It is estimated that by 2020, the total number of myopia in China will reach 700 million, accounting for 49% of the total population. The base of Chinese myopia population has been so large. At the same time, with the popularization of electronic devices such as mobile phones and computers, the population with excessive eyesight in China should not be underestimated.Source: Pixabay China Internet Network Information Center (CNNIC) released the 44th “Statistical Report on China’s Internet Development Status”. As of June this year, the number of Chinese netizens reached 854 million, and the number of mobile Internet users reached 847 million.From students, white-collar workers, micro-businesses, mobile phone parties, Internet practitioners, etc., the average time facing electronic devices every day is often more than 7 hours.Dry eyes, sore eyes, blurred vision and even decreased vision are common in work and daily life.Innova Market Insights survey data shows that from 2012 to 2016, new products launched with eye health have increased by more than 70%, and the market is mainly distributed in North America, Western Europe and Asia.The aging of the population and the increase in the time of facing computer and mobile screens in work and life have accelerated the demand for eye health supplements. The market potential of China’s eye-protecting functional foods is self-evident in the face of increasing myopia, increasing dependence on electronic products and an aging population.But when it comes to eye-protecting functional foods, whether it is practitioners or consumers, after a moment of thinking, it is difficult to appear any iconic products in the brain.Foods that focus on eye protection have not yet seen scale in the Chinese market, and there has been a break between supply and demand.How to develop this market with imbalance between supply and demand?Let’s look for clues to be excavated from the active ingredients of the eye.First, the global eye care market continues to expand, natural eye care ingredients to understand 1, “eye protection star”, lutein & zeaxanthin lutein and zeaxanthin, is a carotenoid, has been used in eye care products in recent yearsIn research and development.According to the Innova data report, the compound annual growth rate (CAGR) of new product releases (including supplements) based on lutein and zeaxanthin was 25% and 18%, respectively, from 2012 to 2016;It is estimated that between 2017 and 2020, the compound annual growth rate of lutein will reach 6.3%, and the market size will exceed 350 million US dollars. Zeaxanthin and lutein are present in various tissues of the body, with the most prominent eye tissue.The combination of the two can filter harmful blue light, protect the eyes from oxidative stress and free radical damage, reduce macular damage, maintain normal vision of the retina, prevent age-related macular degeneration, and prevent retinitis pigmentosa. In addition, lutein also plays a positive role in protecting eyesight, delaying the deepening of myopia, and relieving visual fatigue.However, the human body cannot synthesize lutein by itself and must be supplemented by food.In 2008, the National Health and Wellness Committee approved lutein ester from marigold flower as a new resource food ingredient, which can be used in food production. It is recommended to use less than or equal to 12 mg per day.2, a good partner of retinol, carotenoids are carotenoid beta-carotene is a precursor of vitamin A, in the absence of beta-carotene, vitamin A synthesis will be blocked.Vitamin A, retinol, is an essential nutrient for the body to protect the eyes and maintain normal visual function in the dark. Carotenoids cannot be synthesized by the body itself and must be ingested by the outside world.Lycorinvision, an Israeli company focused on carotenoid product development, has developed a plant-derived blend of LycoinvisionTM, a three-category carotenoid extracted from marigold, tomato and rosemary as a major ingredient to help relieve UV and high energy.The effect of visible light stabilizes the transport of lutein and zeaxanthin to the eye and promotes the health of the retina and macular area.3, food and food homologous super food blackcurrant, black glutinous, blueberry, grape seed and other foods, rich in anthocyanins.Anthocyanins have antioxidant properties, help protect the retina from free radical damage, and have significant effects on pseudomyopia and dark vision.Its health care mechanism is to protect the microvessels of the eye, thereby promoting blood circulation in the eye, and at the same time speeding up the regeneration of rhodopsin and improving the ability of the eyes to adapt to the dark environment.FANCL Bilberry supplement, the active ingredient comes from European bilberry, blackcurrant, for eye fatigue. Source: TAKASKI is derived from fish oil and algae omega-3 fatty acids. It is a key component of infant brain and vision development, mainly involved in the retina.synthesis.As a homologous raw material for medicine and food, cassia seed contains cassia seed, cassia lactone, chrysophanol and emodin methyl ether, which has protective effect on optic nerve and can reduce intraocular pressure, and has a mitigating effect on cataract, glaucoma and conjunctivitis. After a brief description of the eye care ingredients that can be used in food, we turn to consumers.What are the differences in the specific needs of eye health for consumers of different ages?Third, starting from the subdivided population, what are the Chinese eye-protecting functional foods, what is missing, children and adolescents, prevention of myopia, the first report of the World Health Organization (WHO) shows that the incidence of myopia in urban youth in China is 67%. In addition to the increase in academic pressure and the impact of electronic devices, inadequate supplementation of visual developmental nutrition is also an important factor affecting adolescents’ vision.With the aging trend of electronic products, eye health has become a growing concern of many parents.Children’s eye-protecting functional dairy products have become an eye-protecting functional food category that Chinese companies have long been involved in.In June 2017, Aoyou Dairy Goat Milk Formula brand Jiabeite launched a goat formula for children’s nutrition formula.The product features a unique “Crystal Factor” that provides multiple nutrients for vision development.In collaboration with lutein, DHA, taurine, and vitamin A, the crystalline factor helps reduce blue light damage, build the retina, repair the optic nerve, and maintain dark vision. This product is the pioneer of children’s milk powder category in the domestic market for more than 36 months. It mainly aims at the nutritional malnutrition and low immunity caused by school-age children entering kindergarten, and meets the individualized nutritional needs of the corresponding population.Image source: Jiabei Aite official website In May this year, Wahaha launched a lactic acid bacteria drink containing flavin and taurine in the market for eye-protecting functional drinks, providing nutrients for the eyes, and the target audience is 7-18 years old.Children and adolescents.Coincidentally, the new hope dairy industry is aiming at the functional low-temperature milk field. In September this year, the eyes care eye-raising juvenile milk was launched.It is reported that this milk is the joint research result of New Hope Dairy and Chengdu Traditional Chinese Medicine Day Yinhai Eye Hospital. It chooses the new hopeful self-owned modern dairy milk source and adds eye care materials such as medlar, lutein ester, alfalfa and peony seed oil.At the same time, lactose hydrolysis technology is used to alleviate lactose intolerance. This product focuses on a group of 3-12 year olds and is packaged in a self-supporting bag that can be screwed for convenient drinking and carrying.Photo source: New Hope Dairy Industry No. 2, office workers, mobile party, office workers who are relieved of fatigue and surrounded by electronic products, exposed to high-energy blue light such as mobile phones and computers for a long time, easily generated like eyesEye problems such as fatigue, dry itching, soreness, and digital visual syndrome.Harmful blue light refers to blue light having a relatively high energy with a wavelength between 400 nm and 450 nm.Due to the short wavelength, the focus point falls to a position further forward from the center of the retina.If you want to see clearly, the eyeball will be in a state of tension for a long time, which will cause visual fatigue.Long-term visual fatigue can lead to deepening of myopia, diplopia, and inability to concentrate.For the fatigue groups of office workers, micro-businesses, Internet practitioners, etc., which have high dependence on electronic products, what functional foods have food companies launched in China?At the end of 2014, Jiangzhong Group launched an eye-protecting plant beverage, Blue Dragonfly.The main raw materials are blueberries from Qingdao, Shandong Province, and sorghum from Ningxia. The two major raw materials have the nutrients of eyesight effect – anthocyanins and alfalfa polysaccharides.But blue 枸 drinks have now disappeared from the market.In 2018, Wahaha and Zhongnan Group launched the eye-care health drink, Tianjingjing Fermented Milk, through the social retail model.According to the official website, this product is the first health food approved by the State Food and Drug Administration and has the function of “relieving visual fatigue”.Tianjingjing Fermented Milk uses imported high-quality milk source, with whey protein, easy to digest and absorb.Functionally, the product relieves visual fatigue through functional ingredients such as lutein, vitamin A, zinc, and taurine. Wahaha Eyes Crystal Appreciation Edition Powder Bottle Image Source: Wahaha Tianjing Jingqing official website This summer, Australia Niping River Dairy Plus China market, launched Ai Shi milk brewing milk, focus on eye segmentation market, target group for students, white-collar workersDrivers, mobile phones, online games, and other long-term eye groups.This product uses Australian imported milk, added eye-protecting elements such as lutein ester and taurine, and is rich in vitamin AE combination.On August 16th, this product debuted on Taobao live broadcast, recommended by Li Xiang live broadcast, sold 30,000 boxes in 3 minutes. Image source: Australia’s Niping River dairy industry official website 3, the silver-haired family, the hard-hit area of the eye-protection food shortage shows that before and after 2035, the elderly population in China will increase to 418 million, accounting for more than 1/4 of the total population.It will exceed 1/3 of the total population around 2050. Cataracts and glaucoma are often the most common problems in the eye health of the elderly, while age-related macular degeneration (AMD) is not recognized enough among consumers.In China, 4 million people with age-related macular degeneration in 2017 have become an important cause of eye health in the elderly. The macular area is a pigmentary area in the posterior pole of the retina. It is called “macular” because it is rich in lutein and zeaxanthin.With age, the macular pigment in the macular area will gradually decrease, and the unprotected macular area will be damaged by free radical oxidation, which will lead to macular degeneration.The incidence of age-related macular degeneration (AMD) increases with age.Through timely nutrition intervention, AMD can be killed in the cradle at an early stage.Otherwise, there is a high probability of disease, leading to serious vision damage or even blindness.In the face of the increasing elderly population and the risk of age-related eye diseases, in addition to health products, it is difficult to find foods for the eyes of the elderly.For the development of food for the prevention of pathological eye diseases and eye nutrition supplements in the silver-haired family, it is urgent for Chinese companies to put on the agenda.In summary, although China’s eye-protecting functional foods are slightly different in the population, the pertinence based on the needs of different groups is still unclear, and the product categories are relatively single.The product development and market segmentation of eye-protecting functional foods is still in its infancy, and there are no phenomena-level products that are familiar and lead the market.Third, in the face of the status quo of a single category, where is China’s eye-protecting functional food?The eye-protecting functional foods currently sold in the Chinese market are concentrated in dairy products such as milk powder, milk, and fermented milk.Compared with foreign products with similar functions, Chinese manufacturers and brands can make more efforts in product category expansion and provide more product options, such as ready-to-drink beverages, gels, soft candy, chewing gum and so on.The BeautiEyes low-calorie ready-to-drink beverage from the Thai brand Sappe Beauti Drink extracts lutein from sputum, with multivitamins, niacin and folic acid. It has the functions of curing vision, preventing macular degeneration and nourishing the retina.Image source: Sappe’s official website, Japanese herbal medicine and health food brand Takizawa Kampo launched a health-care soft drink that claims to be good for eye health in June this year. 枸杞クリア・アイ, the active ingredients of eye protection come from organic 枸杞, chrysanthemum, hawthornAnd longan helps to relieve visual fatigue.Image source: Takizawa Kampo official website Japan UHA taste sugar, developed a soft candy type nutritional supplement, claiming to eat 2 can get 10mg lutein, can be used for people who often look at electronic products, long-term exposure to blue light.Photo source: Pinghetang For Chinese companies, in the process of research and development and promotion of eye health foods, it is necessary to consider further satisfying consumers’ needs for ready-to-eat, easy-to-carry, fun sharing, and deepen eye-protecting foods in consumers’ minds.The impression in the middle.Eye health is closely related to the lifeline of each person from birth to old age. The active ingredients of eye protection have a common understanding in the international market. Food is more pleasant and relaxed than medicines. Food focuses on functionality.The trend has been implemented.Opportunities leading the eye-protecting food industry are in front of every practitioner.Reference source:  “The overall myopia rate of children and adolescents is 53.6%, and China will carry out more targeted interventions for myopia”. On April 30, 2019, the People’s Daily  “The total number of myopia in China is expected to reach 7 in 2020.Billion prevention and control “anti-heavier in governance”, August 4, 2019, Yang Guangwang  “eye health into a new vent, these eye-protection ingredients will be hot worldwide”, September 5, 2018, food businessNet  “Three major nutritional trends in the world: health for the elderly, innovation in dairy products, precision nutrition”, August 15, 2019, Health Raw Materials Online  World Eyes Day, October 10, 2019, Xinhua Net  Jiabeite official website  “Children’s dairy products aiming eye protection function, functional dairy products into small trends”, October 14, 2019, Dairy Finance  Wahaha Tianjing Jingqing official website  “Li Xiang join hands in love30,000 boxes of milk sold in 3 minutes!”August 17, 2019, Ai Shi Youpin  “China’s aging career in Endeavour”, the National Committee on Ageing Work Committee, China Aging Association.
Excessive use of the eyes of the people, 600 million + people myopia, eye care food business or do?