As the health trend continues to gain traction, low glycemic index (GI) foods are experiencing rapid growth in the market. Traditional food brands are not only shifting towards low-GI options, but many emerging brands are also entering this arena, marking low-GI foods as a high-potential product within the broader health market. The growing awareness surrounding these products is further fueled by improvements in relevant policies, resulting in a steadily increasing demand for low-GI foods. Brand innovation aligns with market trends and enhances competitive differentiation.
However, the majority of current products possess similar low-GI ingredients and face challenges in taste and texture, primarily due to raw materials and manufacturing processes. This presents a significant challenge for brands. Additionally, China's strong preference for rice and noodle-based diets coupled with high production costs are hurdles that brands must navigate moving forward. Those entering the market should prioritize product quality; once it reaches a certain standard, they can expand consumer reach and scenarios to bolster product competitiveness, thereby establishing a foothold in the health food sector.
The low-GI trend is intensifying. Recently, Panpan Foods' Lingxian Foods has made significant advances in the low-GI segment by introducing a range of products, including low-GI nutritional European-style bread and sugar-free, high-fiber oatmeal cookies. This not only enhances market choices for healthier options but also solidifies the brand's position within the health food domain. The GI value serves as a relative measure of how food impacts post-meal blood sugar levels, where foods with a GI value of ≤55 are classified as low-GI. Initially, the primary consumers were those with diabetes and individuals managing their weight; however, with increasing health awareness, a growing number of regular consumers are now focusing on low-GI foods, leading to a richer market offering.
Today, not only are traditional food brands pivoting towards low-GI alternatives, but several new brands have emerged as well. Among the former, Baicaowei has upgraded its original flavor series to a no-added-sugar, low-GI version, while Jiangzhong House has debuted a sugar-free, crispy mushroom cookie with a high calcium, low-GI formula; Meiqilan has introduced a low-GI cheese stick that is also free from sucrose. Newer brands like “Slow Professor” and “Tang You Bao Bao” distinctly highlight their low-GI attributes in their names, and they offer a vast range of products, encompassing staple foods like bread and oatmeal, to snacks such as cookies and cakes, along with peanut butter and other condiments, nearly covering the entire food industry.
Low-GI products have also gained traction among new tea beverage shops. In June of this year, Heytea released a ‘sugar-control declaration’ in cooperation with Mint Health, launching a product called “+Slow Sugar More Grape,” which uses low-GI sugar materials. Likewise, Bawang Chaji emphasized its low-sugar, low-calorie, and low-GI features, upgrading its products to include a health calculator that customizes labels for each low-GI beverage. Brands primarily focused on low-GI foods have attracted considerable attention from capital markets. Since 2022, several projects related to low-GI foods, including Masala, have disclosed successful financing, demonstrating the significant potential of low-GI foods in the market.
Insights from social media reveal that low-GI foods are now linked with various consumer scenarios including social gatherings, late-night snacks, breakfasts, lunches, and afternoon teas. Connections to health-conscious themes like “sugar control,” “weight management,” and “refined office workers” are becoming more pronounced. As public health-awareness solidifies, the growing demand for low-GI foods, coupled with increasing product innovation, diversifying options, and strengthening industry standards, suggests that low-GI foods may soon break through into mainstream acceptance.
In this context, brands are engaging in diversified health strategies. Various established brands are emphasizing natural ingredients and low-sugar and high-fiber formulations, progressing towards low-GI food production. Back in 2021, the scale of China's low-GI health food market reached ¥176.2 billion, with an annual growth rate exceeding 10%. However, during that period, the market had yet to realize economies of scale, and consumer familiarity was limited, with most individuals associating low-GI foods primarily with diabetes patients.
Prior to the widespread introduction of the low-GI concept, a wave of sugar-free beverage brands emerged, ushering in a trend towards sugar control and reduction. Terms like “zero sugar,” “zero calorie,” and “zero fat” became metrics for assessing product health. Yet, removing sugar from the ingredient list doesn’t equate to true sugarlessness, as many such products simply lack free sugars like glucose and sucrose while still containing primary ingredients like flour, which can account for over 70% of total carbohydrates that convert to glucose in the body.
In contrast to the pure zero-sugar claims, low-GI foods represent a scientific approach to reconfiguring traditional products into low-GI variants, employing a systematic framework to mitigate the speed at which carbohydrates convert to blood sugar. For instance, some brands incorporate oats and other coarse grains in their recipes, achieving a GI value of ≤49 through scientifically-formulated recipes that include ≥50% grains and ≥7.5% high dietary fiber, with clinical tests confirming minimal blood sugar spikes.
From a health perspective, beyond being suitable for diabetic users, low-GI foods help the general population mitigate health risks associated with significant blood sugar fluctuations. The growing health advantages of low-GI products have been recognized by many brands, leading to an increasing number of low-GI related product launches as they seek to capture market share in a space that emphasizes sugar-free and low-sugar offerings.
The consumer market has signaled a swift uptake of low-GI foods, particularly delineating four target groups: high blood sugar individuals (including those with diabetes and prediabetes), pregnant women managing glucose levels, weight-loss focused consumers, and health-conscious individuals who are proactively monitoring their blood sugar levels. This segmentation reflects a substantial portion of the market, as reported by the International Diabetes Federation, which estimates that as of 2021, around 537 million people worldwide are living with diabetes, with China accounting for about a quarter of that demographic, translating to a prevalence rate of 12.8%. By 2045, it is projected that the number of adults impacted by diabetes globally will climb by roughly 46%, reaching about 783 million individuals.
The dangers associated with excessive sugar intake are becoming widely acknowledged, leading to more people advocating for sugar control. Particularly over the last couple of years, the rise of health-conscious diets coupled with burgeoning weight-loss and fitness communities has established a solid market foundation for low-GI products. The implementation of the Healthy China 2030 initiative, the gradual formulation and refinement of industry standards, and expert advocacy for healthy lifestyles like low-GI dietary approaches have subtly shaped consumer awareness, resulting in a growing skepticism towards blindly selecting sugar-free products.
Recent data indicates that interest in low-GI-related content has surged on social media platforms, with discussions skyrocketing by 146% year-on-year, totaling over 51,000 posts and generating approximately 42.2 million interactions—a 200% rise from the previous year. This reflects the substantial consumer demand for low-GI foods. Leading domestic e-commerce platforms have also corroborated this trend; the "2024 JD Food and Beverage Health Trend White Paper" shows that the search interest in low-GI food and beverage has increased by 56% year-on-year, alongside marked sales growth, highlighting the driving force behind brands’ continuous investment in this sector.
From a market scale and category perspective, low-GI foods intersect significantly with meal replacement and light food markets. While there is some overlap among consumer groups, this intersection also presents opportunities for brands to reach expanded audiences. Within this backdrop, brands can explore cross-sector collaborations to develop specialized low-GI products that meet diverse consumer needs, concurrently solidifying existing market shares while attracting health-conscious consumers
Research and development directions for low-GI food primarily include staples, baked goods, beverages, dairy products, and snacks. While the scope is varied, the concentration of products generally remains within the realm of beverages, breads, cookies, and dairy items, with only limited forays into staple and pastry categories. Given that the ingredients and additives are crucial determinants of a product's GI value, combining an array of low-GI and slow-digesting carbohydrate sources can notably reduce the GI value. Most low-GI beverages follow this principle.
Currently, the majority of foods utilize low-GI flours and grains, often incorporating components like oatmeal and brown rice. For example, a certain brand's whole grain, low-GI cookies list whole wheat flour, maltitol, soybean powder, and oat flour as ingredients; meanwhile, another brand's European-style bread comprises whole wheat flour, oat bran, and pea protein. The same principles apply in the beverage sector, such as Nestlé’s “Sugar-Free Plant Beverage” featuring mulberry and corn silk extract which claims to minimize blood sugar spikes when consumed alongside meals.
Various low-GI products frequently include dietary fibers, resistant dextrin, inulin, and isomaltulose among their ingredients. Overall, low-GI offerings show a level of homogeneity in terms of ingredient and additive usage. Concurrently, as consumer health awareness rises, demand for low-GI foods is anticipated to grow, compelling brands to further innovate ingredient selections and formulations. Beyond commonplace elements like oats, brown rice, buckwheat, and legumes, more low-GI ingredients need to be unearthed to diversify product lines and enhance competitive differentiation while also catering to consumers’ aspirations for health and varied diets.
In terms of additives, for example, one brand of low-GI charcoal roasted milk tea has adopted phenylalanine as a sugar substitute, while another has utilized low-GI active cane sugar for its mooncakes. These innovations not only enhance the flavor and nutritional profile of products but also expand the application boundaries of low-GI ingredients. Future efforts should focus on continual product innovation, delivering unique low-GI formulations that bolster market competitiveness further.
Striking a balance between taste and health remains a focal concern. From fortified adult milk powder to an array of dairy products, snacks, and beverages to dessert items, low-GI foods have permeated numerous categories, driven by escalating consumer demand for healthier options along with appealing flavors. Previously, the consumer base for low-GI foods was limited, with traditional offerings often criticized for their texture variability stemming from ingredient disparities. The sound of low-GI options presented a rough mouthfeel, yet increased brand participation has made taste a pivotal marketing strategy, naturally turning it into a hot selling point among brands.
Taglines such as “Enjoy deliciousness while safeguarding health” and “Effectively control blood sugar levels with delightful flavors” have become standard in low-GI product promotions. However, enhancing taste also requires brands to explore raw materials and processing techniques consistently. Scientific formulation ratios are frequently among varied strategies employed by many brands, with some promoting combinations of high-fiber coarse grains or claiming optimized selections of premium grains. Besides formulation ratios, processing technique improvements are also critical; some brands champion meticulous grinding methods designed to reduce grittiness while ensuring a harmonious balance between taste and health.
Furthermore, as additional novel ingredients are discovered and incorporated into products, brands must execute substantial process adjustments, posing a considerable challenge for manufacturers. A particular brand reported investing significant efforts in research and trials to mitigate the typical rough texture of traditional low-GI bread, striving for optimal formulations through careful selection of quality ingredients and advanced processing techniques, ultimately achieving favorable low-GI outcomes while satisfying nutritional and taste attributes.
Adding natural flavor enhancers—like a pinch of vanilla extract or a sprinkle of cinnamon—can augment flavors while addressing potential monotony in texture. Additionally, brands can innovate product formats; apart from the usual bread and European-style loaves, brands could develop low-GI cakes or ice creams, utilizing unique presentations as a means to elevate flavors and consumer attraction. Nonetheless, controlling the GI values of these additional components remains paramount to maintain health attributes. Brands ought to remain attuned to consumer feedback and continually refine formulations to ensure products meet both health expectations and flavor satisfaction.
Nonetheless, numerous challenges persist within this burgeoning market. Despite a proliferation of brands entering the space over the past two years, and advancements across multiple dimensions of the supply chain, the low-GI industry faces notable obstacles. Consumer analysis reveals that while nearly 70% of consumers possess knowledge about food GI values, misconceptions regarding low-GI awareness prevail, with many conflating sugar control with complete sugar elimination or mistakenly equating low-sugar and sugar-free designations with low-GI indications. Such market misconceptions hinder the growth trajectory of low-GI foods.
Moreover, the Chinese dietary preferences lean heavily towards rice and other high-GI staples, leaving a dearth of truly low-GI options, with the vast majority revolving around buckwheat products, and only a few brands offering novel alternatives like white kidney bean instant rice. The limited variation in available low-GI staple options stifles market demand. Additionally, the predominant reliance on traditional staples further complicates the development of low-GI products, which often struggle to balance taste and nutrition, intensifying R&D and testing challenges for low-GI foods.
From a brand-centric viewpoint, the development of low-GI foods necessitates significant time, energy, and financial investment in product R&D while ensuring thoughtful raw material choices and refined production processes. This elevated production cost typically results in pricing being higher than conventional foods. For instance, a particular brand's low-GI European-style bread costs ¥37.9 for 330 grams, as opposed to a standard option priced at ¥28.9 for 1040 grams. Given the trend of consumer spending downgrades, combined with misunderstandings of health benefits, market willingness to purchase remains subdued, potentially stunting brand innovation and development enthusiasm.
On the market spectrum, inadequacies linger in product labeling and manufacturing regulations. Current stipulations dictate that only those products certified as low-GI can bear such indicators on their packaging, advertising, and promotional materials. Many items tout “low carbohydrate, sugar control, low-calorie, meal replacement” slogans but often lack actual low-GI certification, which can mislead consumers. In the long run, this poses serious risks to the entire low-GI food industry.
The low-GI food industry is still in its nascent stages. Ensuring sustainable development requires collective efforts from both the industry and brands. While the Healthy China 2030 initiative promotes low-GI diets, offering policy support and impetus for development, the launch of the “Low-GI (Glycemic Index) Food Evaluation Standards” provides a foundational structure for market standardization and elevating consumer trust, there remains urgent need for industries to raise entry standards for products. This is particularly vital for channel access.
The certification for low-GI products mandates adherence to defined GI values and compliance with quality, safety, production standards, and management systems. This exhaustive process tests the formulations, ingredient selections, research capabilities, and upstream support for products. Some brands have exploited market enthusiasm to enter unsuitable among the ranks with attractively low prices. To prevent poor-quality offerings from saturating the market and maintain a secure, health-driven shopping environment for consumers, relevant policy interventions from government and the industry are necessary.
Brands must also seek to identify market gaps and understand evolving consumer needs to ground themselves firmly within this competitive arena. Traditional foods have primarily remained high-GI staples, representing a crucial research opportunity within the industry. Recently, one brand launched a low-GI gift box featuring an array of products including barley buckwheat red bean buns, yellow millet steamed buns, and millet oat buns, injecting new vitality into the low-GI staple segment.
The market urgently requires a broader array of certified, diverse products to enrich the low-GI offerings, as well as for brands to intensify efforts in product promotion and health education. In marketing initiatives, brands can engage select users for product trials, encouraging them to monitor blood sugar levels pre- and post-consumption. If consumers perceive tangible benefits, they are likely to share their experiences, possibly yielding promising marketing results. The low-GI movement has deeply infiltrated the food industry over the past couple of years, emerging as a pivotal force driving sector transformation. With collective efforts from governmental bodies, industries, and brands, a promising future leading our food sector toward healthier and more diverse horizons appears likely.
Reflecting on the industry, as the growing consumer health trend manifests in the rising visibility of low-sugar and low-calorie terms in product promotions, the rapid proliferation of low-GI food emerges amid both continuous brand innovations and heightened market demands. However, the market currently faces challenges such as ingredient and additive homogeneity and elevated prices, which can constrain the category's growth potential. Moving ahead, beyond enhancing product offerings and revisions in marketing strategy, it will be imperative for governmental bodies and the industry to refine regulations aiding low-GI foods as they become a new breakthrough in the market.