Core Insights - The shift in consumer dietary preferences has evolved from "eating enough" to "eating better" and now to "eating healthier" [1] - The demand for functional foods and beverages is rising, driven by increased health awareness among various consumer demographics [1] - The FBIF2025 Food Expo highlighted "functional value" as a key topic, with brands linking product positioning to specific health benefits [1] Industry Trends - The market share of functional beverages has shown a year-on-year growth of 13.57% from Q1 2024 to Q1 2025 [3] - Consumers are willing to pay a premium for foods with health-beneficial functional ingredients, with 20% of global consumers expressing this willingness [3] - Key opportunities in functional ingredients include emphasizing product quality, freshness, and value for money [3] Company Developments - Meiji is developing a drinkable acidic whey protein beverage to cater to post-exercise consumption, addressing challenges in taste and texture [4] - COFCO International has entered the health food sector with products like glycerol diester oil and plant sterol protein milk, focusing on cardiovascular health due to the high prevalence of related diseases in China [4] - The production of functional foods requires advanced technology and significant R&D investment to extract effective components from raw materials [4] Future Outlook - The functional food and beverage sector is expected to be a lucrative market, supported by national health initiatives like the "Healthy China 2030" plan [5]