Scoping of a Specialised Honey Based Nutritional Product for Chinese Markets

Abstract

The purpose of this thesis is to conduct an exploratory study investigating the concept of a sustained energy providing honey-based product. This thesis was conducted for Airborne Honey Ltd with the research expertise of Liggins Institute. Airborne Honey Ltd.’s strategy around growth and expansion of their firm, paired with a recent consumer research study in their target international market (China), for their target demographic (children), has resulted in the need to understand the potential for a sustained energy providing honey-based formulation for ‘kids on the go’. To undertake this investigation, a case-study approach was utilised comprising two main data collection methods: firstly, analysis of market and scientific literature available in the public domain, and secondly, a review of published and unpublished research material provided by Airborne. The available literature was reviewed in the context of the Airborne business including key resources such as the honey varieties it has access to, its extensive bio bank of honey samples and compositional database, along with observations on its ability to deliver on the new product concept. Airborne Honey Ltd was the sole focus of this project in order to maintain specificity and provide Airborne with a competitive advantage. This study found that Airborne has good potential to deliver on a sustained energy providing honey based product, however, it would require a significant product development programme to achieve market success. The available literature shows that honey has a unique composition containing a range of constituents that can influence ‘energy’ and metabolism. These include a range of bio actives, carbohydrates of diverse compositions and other factors. The concept of what ‘energy’ means in relation to a sustained energy nutritional for children was also considered. Chinese mothers want their children to have ‘vitality’ owing to the high pressure to succeed in modern Chinese society. For the purposes of this study ‘vitality’ can be taken to mean that the kids are sufficiently bright, alert and energetic to compete effectively with their peers in learning, physical and creative activities and to maintain focus on such activities throughout a typical 15 hour day. For the above reasons in this thesis I interpret ‘energy’ to comprise both metabolic and psychological dimensions to be considered in the development of future sustained energy nutritionals. The data collected from Airborne found that the company had a significant competitive advantage with its vast knowledge on regions, seasonality and the unique characteristics and health benefits of their monofloral honey varieties. By developing an understanding of the biological roles of honey constituents in relation to ‘energy’ from the literature, and identifying honey varieties with beneficial levels of such ingredients, Airborne aims to blend and formulate selected varieties into a highly efficacious ‘energy’ product. However, I conclude from my research that more analytical data on specific constituents, especially unique bioactive compounds in the Airborne monofloral varieties will be an essential first step in achieving this. Importantly, Airborne accepts this finding and a targeted analytical programme is currently being implemented to be followed by blending of ‘lead’ formulations and clinical validation.