Bioactive substance a growing phenomenon in foodstuffs

Chinese companies are stepping up efforts to grasp business opportunities and gain more competitiveness in the consumption market.

"In recent years, new food and beverage brands emerged one after another, which mainly focused on product function, diversification and specialization. The application of hyaluronic acid in foods perfectly matches their product positioning. Besides, traditional companies now face fierce market competition. They are also considering how to upgrade their products," said Liu Zhangming, deputy head of the research institute at TF Securities.

Time-honored food and beverage brand Beijing Yiqing Holding Co Ltd has launched three types of drinks targeting females, all of which contain hyaluronic acid.

"Knowing the approval of the application of hyaluronic acid in foods, we were excited. For a food enterprise, this is a good selling point. Therefore, since then, we have been planning on subdivided drinks with hyaluronic acid added," said Wang Dong, general engineer at Beijing Yiqing.

Bloomage Biotech this month rolled out a new alcoholic fruit drink－Mr. Calm－which contains 10 milligrams of hyaluronic acid ingredients.

The move comes soon after the launch of Hyalur－a brand that offers snacks enhanced with hyaluronic acid, and claims to deliver vitality, sugar balance and a better sleeping experience.

In March, Bloomage launched a new type of bottle water that contains hyaluronic acid－Whater. The 420-milliliter bottle contains 83 mg of hyaluronic acid. The water sells for 7.8 yuan per bottle, which is two to three times that of ordinary mineral water.

Bloomage said in a reply to China Daily that functional foods are a new growth driver in addition to raw materials, medical retail and functional cosmetics.

The development of personal health consumer products has been the priority of the firm since last year. The company has also geared up collaboration with other leading fast-moving consumer goods producers as they have worked with nutrition brand Wonderlab, highend tea brand Lelecha and beverage giant Bright Dairy.

Zhao Yan, chairman of the board of Bloomage, said earlier it takes more education and guidance when introducing new substances into foods in which the key is focusing on science and technology to produce quality products.

More research projects with global top universities are in the pipeline for Bloomage, including products aimed to improve gastrointestinal health, lubricate joints and soothe the eyes, said the company.

"The upstream segment of the bakery industry is putting forth new ideas. Enterprises are thinking of developing cream and chocolate spreads with hyaluronic acid added," Dun from 36Kr said.

Meng Lilian, chief expert at the Sichuan Tianfu Health Industry Research Institute, said: "The application of hyaluronic acid into foods was introduced as a new member of the food additives sector. To create a new food category and gain consumer favor, enterprises should break barriers between products and consumers. As hyaluronic acid is already well-known among consumers, the application prospects are promising."

To ensure the sustainable development of the sector, Jin Xiaotao, head of the Chinese Medical Information and Big Data Association, said at an earlier forum, "Manufacturers should conduct solid research into the functions of foods and beverages with hyaluronic acid added, so as to offer a satisfying reply to consumers."

However, despite the recognition and wide use of hyaluronic acid in the aesthetic medicine market and in cosmetic applications, in the food sector, the full efficacy of the substance's applications in foods and beverages is still being debated.

Zhu Danpeng, a food and beverage analyst based in Guangzhou, Guangdong province, said these products are categorized as foods rather than healthcare products and thus they are not to be marketed as having qualities that improve looks or skin conditions.