Core Viewpoint - The approval of rye pollen as a new food ingredient by the National Health Commission in May 2023 marks a significant milestone for its legal status in China, opening up opportunities for its application in various sectors such as food supplements and skincare products, leading to a growing market demand and expansion [1][4][15]. Industry Overview - Rye pollen is derived from the pollen of the rye plant, processed through harvesting, drying, crushing, and sieving. It is rich in carbohydrates, primarily dietary fiber, and contains various vitamins and amino acids. The recommended daily intake is ≤1.5 grams [2][4]. - The market for rye pollen in China is projected to reach 229 million yuan in 2024, reflecting a year-on-year growth of 32.65% [1][15]. Industry Chain - The rye pollen industry chain consists of upstream activities such as rye cultivation, pollen collection, and processing, while downstream applications include health foods, functional foods, pharmaceuticals, and cosmetics [6][9]. - The primary consumer market for rye pollen is health foods, accounting for over 60% of consumption, with applications in products aimed at enhancing immunity and supporting prostate health [11][13]. Current Development - The global market for rye pollen is expected to reach 450 million USD by 2024, with continued growth anticipated due to increasing health awareness among consumers [13][15]. - The approval of rye pollen as a new food ingredient aligns with the rising demand for health-oriented products, particularly in the context of male prostate health and the growing female health market driven by the "she economy" [4][15]. Competitive Landscape - The rye pollen industry in China is still in its early stages, with limited participants and relatively low competition. Key players include both foreign companies like Graminex and domestic firms such as Fufeng Snott Biotechnology and Shaanxi Bohong Health Industry [17][19]. - Graminex is a leading global producer of natural rye pollen, controlling the supply chain from cultivation to production, ensuring product quality and traceability [17]. Future Trends - The demand for rye pollen is expected to grow in niche markets focusing on women's health and men's prostate health, with companies likely to develop personalized formulations targeting specific consumer needs [21]. - Stricter food safety regulations will drive the rye pollen industry towards standardization and normalization, enhancing overall product quality and promoting healthy industry development [21].