禁止“零添加”新规出炉，食品行业将回归“品质竞争”

Core Viewpoint - The newly revised national food safety standard prohibits the use of terms like "no additives" and "zero additives" on pre-packaged food labels, marking the end of the "zero additives" marketing trend in the food industry [1][14]. Group 1: Background and Evolution of "Zero Additives" - The "zero additives" concept gained popularity around 2018, particularly in the yogurt sector, with brands like "Jianai" leading the charge [4]. - Major dairy companies, including Yili and Mengniu, began to adopt "zero additives" products starting in 2019, with the market size for "zero additives" yogurt reaching approximately 200 billion yuan, accounting for about 25% of the yogurt market [5]. - The trend also extended to beverages and condiments, with brands like Yuanqi Forest launching "sugar-free" drinks, contributing to the proliferation of products labeled as "0 sweeteners" and "0 preservatives" [6]. Group 2: Consumer Behavior and Market Dynamics - Consumer anxiety over food additives, exacerbated by social media narratives, led to an irrational expansion of the "zero additives" market, with many companies feeling pressured to conform [2][11]. - The rise of "zero additives" reflects a broader trend of companies responding to consumer demand for healthier products, often leading to homogenous competition where businesses felt compelled to adopt the "zero additives" label to maintain market share [11][12]. Group 3: Implications of the New Regulation - The new regulation is expected to prompt a swift transition in the yogurt industry, with companies likely to update their labels within 3 to 6 months [3]. - The standard is anticipated to drive a new wave of industry restructuring and upgrades, shifting focus from concept marketing to quality competition, thereby fostering a healthier competitive landscape [3][22]. - Companies are preparing to adapt by enhancing product innovation and adjusting packaging and marketing strategies to comply with the new regulations [17][19]. Group 4: Industry Response and Future Outlook - The two-year transition period allows companies to reassess their product strategies and seek new growth points beyond the "zero additives" label, such as focusing on health-oriented features like reduced salt or sugar [18][21]. - The implementation of the new standard is expected to lead to a more standardized and regulated food industry, encouraging companies to prioritize product quality and innovation over mere label claims [23][24]. - The shift away from "zero additives" is seen as a potential relief for many companies, allowing them to focus on genuine product improvements rather than marketing gimmicks [21].