Dietary supplement category welcomes 10 billion market share

How hot are probiotics? Walk into the supermarket and look at dairy products such as candy, biscuits, yogurt ... A variety of foods that promote probiotics are dazzling and have become a new fashion for consumption. People's Daily once reported that with the substantial increase in consumer demand, China's probiotics ushered in "blowout development."

As a result, PepsiCo acquired KeVita, a probiotic health drink manufacturer, hoping to gain new development space in the health drinks and sports drinks market; Tomson Baker announced the acquisition of the Australian probiotic brand Life-Space; and Jiaotong University Anli, Junle Many companies such as Bao entered the war one after another to seize the new outlet of probiotics.

The substantial increase in market demand has also promoted the diversification of probiotic products. At present, probiotics are widely used in the fields of general food, dietary supplements, and infant formula. Some analysis pointed out that with the improvement of nutrition science and preventive medicine concepts, the proportion of dietary supplements in the market segment will be greatly increased. "DuPont Nutrition and Health China Probiotics Market Special Survey 2018" shows that by 2021, China's probiotic supplement market size will exceed 30 billion yuan, with a compound annual growth rate of 20.6%.

Under this background, consumers' awareness of probiotics is also gradually improving, and some have even begun to pay attention to the types, activities and transportation conditions of probiotics, which also puts forward requirements for the professionalism of brands and products. Experts pointed out that in the future, probiotic companies need to develop in a more professional and subdivided direction to provide consumers with new functions or high-value category choices.

Probiotic supplement market size will exceed 30 billion

The popularity of probiotics, in addition to the dazzling array of related products in supermarkets, can also be glimpsed from the statistics of third-party organizations.

The data shows that consumers' awareness and acceptance of probiotics is constantly improving. In 2017, DuPont Nutrition and Health conducted a market survey for consumers. The results show that in China's first, second and third tier cities, the recognition rate of probiotics reached 72%, and the recognition rate of probiotic food and beverage reached 70%. Even the smallest market share in the field of probiotic supplements has reached 20%. In addition, the market data report points out that the scale of China's probiotic industry has reached an annual growth rate of 17% in the past few years. If this growth rate is maintained, the market size in 2023 is expected to reach 142 billion yuan.

The analysis pointed out that probiotic application products can be divided into three categories: probiotic foods, probiotic dietary supplements and probiotic raw materials. According to BCC Research data, these three accounted for 85.9%, 8.6%, and 5.6%, respectively. Among them, the probiotic food field is dominated by dairy products, and yogurt products account for up to 46.6%, which is an important driving force for the growth of China's probiotic industry, but the growth rate in this field has slowed in recent years.

There is a large gap in the proportion of the three. On the one hand, there are reasons for entry barriers. In the early days, the lack of standard maturity and perfection in the domestic food market caused a variety of probiotic beverages to flood the market; In 2007, the relevant departments formulated plans to add probiotics to food, which also made the research of probiotics in the food field earlier.

However, the good news is that with the drive of market demand and the maturity of production, education and research, another major segment, the field of probiotic supplements, is booming. The data shows that the current global probiotic supplement market size is about 5.7 billion US dollars, while the Chinese probiotic supplement market is about 800 million US dollars, with a compound annual growth rate of 12%. According to BCC Research's forecast, the global market value of probiotic dietary supplements is expected to reach US $ 8.8 billion in 2020.

The probiotic market will be more standardized and professional

In fact, throughout the world, the sales and circulation of probiotic-related products have maintained a good momentum. Most probiotic products have formed a more mature market in developed countries. The Chinese market started later, but it is now gradually catching up. "Rhythm".

At the same time of prosperous development, the industry development law of survival of the fittest will further standardize the probiotic market, and more professional and higher-quality probiotic products will gain market favor.

In the initial stage, many merchants in the probiotic market only shouted the probiotic slogan, and did not clearly mark the type and amount of probiotic bacteria. "In the end, consumers have no idea what was added, what was added, and how much was added."

In fact, the type and number of strains is the key to the function of probiotic products. Different strains have different effects. For example, products containing BB536 strain can be used to reduce the symptoms of soil and water failure; products containing Lactobacillus and Bacillus can relieve bowel irritability syndrome ...

For major brands such as Pepsi and Tomson entering the field of probiotics, the acquisition of probiotic brands is only the beginning of "Sword", taking advantage of the brand and channel, continuously improving the quality of products and services, and providing better quality for more Chinese consumers. The more professional health value is the future of the probiotic market.