The improvement of health consciousness in driving the development of the fitness equipment industry at the same time, but also led to the development of health food, fitness food in recent years, capital frequently into the game. The main reason for this phenomenon is that the health food publicity health concept fits well with the needs of consumers, the survey shows that about 65% of consumers are willing to pay for the publicity of health products. In the future, with the continuous enrichment of health products and the diversification of consumer demand, more competitors will enter this track.

1, health food field capital frequently

In the face of the inevitable trend of intelligent fitness industry, many capital began to enter the market. 2020 domestic fitness industry *** occurred 42 investment and financing events, including health food 16, accounting for the highest proportion; followed by intelligent fitness and physical stores, both 7, accounting for both 16.7%.

2, most of the meal replacement products used to replace meals

Healthy food is often linked to "light food", the modern concept of light food emerged in foreign countries, from the British afternoon tea to Western-style simple meals, easy to make snacks, sandwiches constitute the prototype of the early light food. Later, light food in the development process and the integration of Japanese catering "fixed food" concept, and gradually showed "three low two high" (low calorie, low fat, low salt, high protein, high dietary fiber) characteristics, more and more popular with consumers.

Development to date, the concept of light food into the fitness industry has evolved into a meal replacement products, the mainstream meal replacement products on the market are divided into a comprehensive nutritional type and part of the nutritional type, which comprehensive nutritional type mainly refers to liquid meal replacement, meal replacement shakes, etc.; part of the nutritional type is divided into staple foods and non-staple foods, the specifics are as follows:

For the meal replacement food, the majority of consumers choose to eat as dinner or lunch, which in the dinner and dinner, the majority of consumers choose to eat as dinner or lunch. or lunch, with 35% of consumers consuming it before and after dinner and 32% consuming it before and after lunch. Meal replacement products are mostly used as a substitute for regular meals, with fewer being used for socializing or outside of regular meals.

3, consumer willingness to consume is the basis of the industry hot

Currently most of the meal replacement products are generally more expensive, but there are still a lot of consumers are willing to pay for it. It is understood that consumers to buy meal replacement products is mainly because of the power of its publicity mentioned in the health elements, and on the willingness of consumers to pay a premium product survey shows that consumers are most willing to publicize the health benefits of the product to pay, the proportion of soybean 65%; followed by high-quality products, accounting for 51%; the rest of the payment of the power factors are less than 50%.

-- The above data refer to the China Fitness Industry Market Outlook and Investment Strategy Planning Analysis Report