The improvement of health awareness not only promotes the development of fitness equipment industry, but also promotes the development of healthy food. In recent years, fitness food capital has frequently entered the market. The main reason for this phenomenon is that the health concept promoted by healthy food meets the needs of consumers well. According to the survey, about 65% consumers are willing to pay for promoting health products. In the future, with the continuous enrichment of health products and the diversification of consumer demand, more competitors will flock to this track.

1, frequent capital inflows in the field of health food.

Facing the inevitable trend of intellectualization in the fitness industry, many capitals began to enter the market. In 2020, there were 42 investment and financing events in the domestic fitness industry, including health food 16, accounting for the highest proportion; Followed by intelligent fitness and physical stores, 7 cases, accounting for 16.7%.

2. Most meal replacement products are used for meal replacement.

Healthy food is often associated with "light food", and the modern concept of light food rises abroad. From English afternoon tea to western-style light meals, simple snacks and sandwiches constitute the embryonic form of early light food. Later, in the process of development, light food merged with the concept of "fixed food" in Japanese catering, and gradually showed the characteristics of "three lows and two highs" (low calorie, low fat, low salt, high protein and high dietary fiber), which was more and more loved by consumers.

Today, the concept of light food has entered the fitness industry and evolved into a meal replacement product. At present, the mainstream meal replacement products on the market are divided into comprehensive nutrition type and partial nutrition type, in which the comprehensive nutrition type mainly refers to liquid meal replacement and meal replacement milkshake. Some nutritional types are divided into staple food and non-staple food, as follows:

For meal replacement food, most consumers choose it as dinner or lunch, of which 35% consumers eat it before and after dinner and 32% consumers use it before and after lunch. Meal replacement products are mostly used to replace meals, and are rarely used for entertainment or scenes other than meals.

3. Consumers' willingness to consume is the basis of the fiery industry.

At present, the prices of most meal replacement products are generally high, but many consumers are still willing to pay for it. It is understood that the motivation of consumers to buy meal replacement products is mainly due to the health elements mentioned in their propaganda, and the survey on consumers' willingness to pay product premium shows that consumers are most willing to pay for promoting health products, of which soybeans account for 65%; Followed by high-quality products, accounting for 51%; The rest of the payment motivation factors are below 50%.

—— The above data refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Fitness Industry by Forward-looking Industry Research Institute.