Across China, there is a growing shift towards the use of traditional Chinese medicine (TCM) ingredients into bakery and snacks products sold at bakery stores, however there is a lack of clear labelling on the contents of TCM used, nor any clear indication of dietary restrictions or potential allergies which might result in the consumption of such products.
The latest trend in China saw the fusion of TCM and modern baking which turned these usually TCM hospital-based bakeries into the new hotspots for health-conscious millennials.
The Generation Z Nutrition Consumption Trend Report by a consulting institution showed that the younger consumers are becoming the main force of health consumption in China. Those aged 18 to 35 account for 83.7% of the health and wellness consumers.
They are enthusiastic about sharing their experiences of ‘medicinal bread reviews’ online, which has led to the popularity of topics like ‘new Chinese-style wellness’ on social media and the increasing popularity of related products, according to the report.
Unfortunately, most ‘medicinal breads’ on the market do not clearly label the types and content of medicinal ingredients, nor do they state any dietary restrictions, said Zhao Yinghong, a Dai medicine expert at the Dai medicinal hospital in Xishuangbanna. This lack of professionalism might mislead consumers and weaken public trust in TCM in the long run, added Zhao.
In addition, consumers are also advised to approach foods labelled with TCM more rationally and not to expect them to solve their health problems. Nevertheless, the younger generations are time- and cost- constrained as such they seek to preserve their wellness affordably amidst busy and irregular work schedules. TCM in food especially bakery products seem to provide a convenient answer to maintaining their health regimen.
Over the years, medicinal food or food with TCM ingredients have become increasingly popular and an important segment within the food and beverage industry in China. However, clear labelling regulations are needed to ensure its continued success.
