The way to break through the volume of 100 billion highly active probiotic products

The new probiotic brand Manshiyuan "Resolve You Probiotics" solid drink hatched by Nestlé has been launched recently.

Probiotics have been researched and developed in developed countries and regions such as Europe and the United States for more than 100 years.

Based on the understanding and application of cutting-edge technology, the application of highly active probiotics in developed countries such as Europe and the United States is becoming more and more mature.

The emerging clinical research results of probiotics and health are the core reasons why consumers continue to pay attention to and consume probiotics

The main reason for the problem is that product developers rely too much on clinical literature and ignore the most basic factor that determines the effectiveness of probiotics in the number of viable bacteria in consumers

Live probiotics are actually very fragile

In the definition of probiotics, the Food and Agriculture Organization of the United Nations (FAO) emphasizes two key words - "live" and "sufficient quantity", which are also the most basic and key factors for the effectiveness of probiotics

Losses in production and processing

It is understood that the current probiotic production enterprises use the activity of the product as the standard on the packaging of the product, and do not consider the loss in the actual process, thus affecting the consumer experience of the product

Losses in warehousing and logistics

Acid and choline resistant to environmental loss

The efficacy of probiotics often depends on the pH of the patient's gastrointestinal tract

Obviously, in the process of probiotics processing, storage and consumer experience, the loss of probiotics is very large, which also leads to the fact that products with content as high as tens of billions of probiotics can actually reach the intestinal colonization alive.

　　Therefore, highly active, multi-strain probiotic product solutions are becoming a new direction for consumers to choose

Hundreds of billions of highly active probiotic products are becoming a star

　　According to the latest clinical research from the University of Milan, the colonization effect of highly active, multi-strain probiotics in the human body is better

　　In the experiment, in the fecal samples of the participants after 14 days of consumption, the survival rate of probiotics in the high-dose probiotic preparation group was significantly higher than that in the low-dose group; and all the probiotics in the high-dose group were successfully recovered in the form of live bacteria.

　　More clinical research results show that highly active multi-strain probiotics are more effective in the human body

　　In fact, when consumers choose products, the number of viable bacteria of probiotics has surpassed the brand itself as the most important reference indicator
.
For example, on the JD.
com platform, Leli’s 600 billion and 1,200 billion high-activity probiotic solid beverages rank at the forefront of the probiotic category with more than 200,000 consumer reviews
.

　　In foreign countries, 100 billion highly active probiotic products have become the mainstream of relevant markets
.
It is understood that the systematic special research in the field of highly active probiotics in Europe and the United States is earlier than the domestic market, leading the development direction of the entire probiotics market
.
Well-known foreign brands such as Nestlé, Life Space, Renew Life, etc.
are constantly launching new high-activity probiotic products, and the number of viable bacteria has exceeded the 100 billion mark and continues to grow
.

　　With the continued popularity of the probiotics market and the maturity of product application development, it is foreseeable that consumer awareness and expectations will increase
.
Low-activity probiotic products will be at a disadvantage in product premium capability and consumer choice, and high-activity probiotic products will gradually occupy the market and become mainstream
.
Therefore, improving the activity of probiotics and increasing consumer product experience will become the focus of the brand's future development
.

(Comprehensive arrangement by Yang Xiaojing)

　　"China Food News" (06 edition on April 11, 2022)

　　(Editor-in-charge: Yang Xiaojing)