A new trend is developing rapidly in China processed food industry.
Food manufacturers as well as food services establishments are looking into expanding their product offerings by incorporating traditional Chinese medicine ingredients (TCM) into products to appeal to the Chinese consumers.
The growing interest in TCM-infused food aligns with a growing interest in health and wellness among Millennials and Gen Z, who are increasingly seeking health benefits in their dietary choices. According to the Gen Z nutritional consumption trend report released by Xinhua News Agency, individuals aged 18 to 35 are leading the charge in health-conscious spending, making up 83.7% of the market. The report also mentioned that compared to traditional tonics, products that are simple, convenient and ready- to-eat (RTE) are particularly favored by Gen Z. Eating the bitter traditional tonics and herbal soup are certainly not something which attract them, as such if the nutritional ingredients are incorporated into their favourite snacks like bread or ice cream, they would become more palatable to their tastes and preferences.
The next phase might see the incorporation of TCM into children snacks like sweets, snacks and lollipops, as parents would like their children to adopt a healthy diet from a young age.
The integration of TCM into modern processed foods is an interesting development which could shape future consumption trends in China, where most consumers, young or old, still believe on traditional remedies for non-critical illnesses like coughs, fever, diarrhea, rashes, soar throat, sleeping problem or overall heatiness, to support a good general body health.
For the food services establishments, there is also an ongoing trend of infusing popular breakfast or mealtime food like coffee, tea, pastries and bread with TCM, although it is noted that such products often are sold at a premium. As an example, TCM ice cream and bread are sold at a much more expensive Rmb 38 (US$6.93) and Rmb 52 (US$9.50) respectively.
There is a traditional Chinese saying that ‘medicine and food are of the same origin’. As such, incorporating TCM into modern food and beverages is a natural progression for the country, where cultural identity or ’nationalism’ is at its peak.
One example is an ice cream shop which has gone viral on social media by incorporating TCM in its products. The shop offers a wide range of innovative flavors from wild chrysanthemum to smoked plum, hawthorn, bergamot and loquat, to appeal to the new breed of consumers. They can also request for toppings which incorporate ginseng and fungus, which the shop claimed to help boost the immune system. Several social media users commented that the use of TCM in ice cream helps to remove their feeling of guilt while consuming ice cream which is often considered as unhealthy.
