The probiotic industry needs to break through and "product is king" 

Our reporter Yang Xiaojing

Modern scientific research shows that the role of intestinal microecology on human health cannot be ignored

With the gradual development of probiotic consumption habits, people also put forward higher expectations for the functionality of probiotics

The outbreak of the epidemic has made people pay more and more attention to physical health.

Three major changes in China's probiotics market

The development of probiotics industry in China is relatively late

"The products on the market are very rich, and it can even be said to be in a state of explosion

Looking at China's probiotics market, Gao Wei, ADM's Asia Pacific probiotics business development manager, sees three changes

"This requires a broader expansion of the application of microbial solutions in all food categories

Innova Market Insights survey shows that China is the country with the most new probiotic brands in the Asia-Pacific region.

Broaden the boundaries and break the homogeneity

With the outbreak of the epidemic, consumers have begun to actively learn about immunity, and improving immunity through nutritional supplements has become a part of daily life for more and more people

"Especially for upstream manufacturers, which involve mid-stream or downstream companies, it is difficult for high-quality products with sufficient basic research and health effects to directly reach consumers, which also makes many high-quality strains undiscovered, or discovered and well-known The star strains are used in the market in a homogenous way, which does not provide enough choices for consumers

Regarding the current probiotic products on the domestic market, Dr.

In fact, in the past two years, due to the imperfection of industry regulations and standards, the quality of probiotic products on the market has been uneven.

　　It is not difficult to see that the "sufficient activity" of probiotics has become a key indicator of probiotic products, ensuring that probiotic products have sufficient viable counts when they reach consumers, which is an indispensable condition for product sales

　　How can we stand out in the fierce market competition? This is also the challenges faced by probiotic brands including end consumers in the future and the confusion in choosing products

　　Bao Yongyang emphasized that although the development of China's probiotics industry started late, compared with other countries, there is huge room for growth

　　"Chinese people need more probiotic products that conform to their own physique in order to show better results

　　"China Food News" (06 edition on August 31, 2022)

　　(Editor-in-charge: Yang Xiaojing)