Probiotics industry chaos: corporate enthusiasts caution

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 Probiotics industry chaos: corporate enthusiasts caution


Probiotics is not a new thing. It has been used in food and health products for a long time. Through more than ten years of research, Chinese experts in probiotics are in line with the international standards. Some research results have also been transformed in the food industry. Probiotics industry is growing rapidly, accompanied by a variety of good and bad. Industry issues.

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[Granules, drops, capsules, candy biscuits, dairy products, baby supplements... Various dosage forms of probiotic health products, food, functional drinks and other online and offline channels, dazzling people, a wave around the consumption of probiotic health products, health food fashion. But in fact, probiotics have many kinds and complex strains. The academia is very cautious about the research and judgment of probiotics. The clinical test results of some well-known probiotics such as rhamnobacter in specific diseases are far from the effect advertised by businessmen. There are also many studies on the actual efficacy and safety of probiotics. Disputes and uncertainties.

Granules, drops, capsules, candy biscuits, dairy products, baby supplements... Various dosage forms of probiotic health products, food, functional drinks and other online and offline channels, dazzling people, a wave around the consumption of probiotic health products, health food fashion.

Probiotics is not a new thing. It has been used in food and health products for a long time. Through more than ten years of research, Chinese experts in probiotics are in line with the international standards. Some research results have also been transformed in the food industry. Probiotics industry is growing rapidly, accompanied by a variety of good and bad. Industry problems, especially in the field of maternal and infant food and health care products, probiotics were even once packaged as a panacea for treating diseases and strengthening health without diseases.

But in fact, probiotics have many kinds and complex strains. Academic circles are very cautious about the research and judgment of probiotics. The clinical test results of well-known probiotics such as rhamnobacter in specific diseases are far from the effect advertised by businessmen. There are also many controversies and disagreements about the actual efficacy and safety of probiotics. Determine.

Focusing on whether probiotics can be eaten or not, who can eat probiotics, how consumers can identify numerous probiotic gimmicks, and how the probiotic industry can achieve healthy development, the First Financial Journalist has made many investigations and interviews.

Barbaric Growth and Consumption Confusion

When the baby was born on the 7th day, the jaundice index was as high as 20. The doctor suggested that the jaundice index should be lowered a little after illuminating blue light. When he went to check again for more than half a month, he was still on the high side. The doctor prescribed medicines and probiotic granules. I was worried that the babys stomach and intestine were too small to stand stimulation. In addition, when I heard Dr. Cui Yutaos lecture before, I remember that he said try not Intervention in the natural development of intestinal flora of children, did not give him to eat, after frequent feeding, sunshine, the childs jaundice eventually disappeared. Xinyi, a mother from Wuhan, told First Financial Journalist that her child is now over two years old. Almost every time she meets a cold, fever or other problems, the doctor will prescribe probiotics. Many mothers around her give their children probiotics for a long time, saying that it can enhance their resistance. Rice flour, biscuits, nutritious noodles in mother and baby stores, etc. There are also many labels such as candy that contain probiotics, beneficial intestinal health and other functions. I am confused, do not know whether to give children to eat, how to eat, asked a few doctors, the answers are different, and did not give any explanation. Xinyi said that many mothers around her have the same confusion as her, some can not resist the persuasion of family and friends, give their children probiotics, some are still struggling like her, do not know how to choose the right.

Not long ago, the first financial and economic journalist visited the 19th China Pregnancy and Infant Exhibition. In the food and health products exhibition area, he found that the concepts of probiotics were prevalent in the exhibited commodities, ranging from infant milk powder, complementary foods, candy biscuits, beverages to various nutritional supplements, and even claimed to be beneficial in preventing and reducing the incidence of breast-feeding womens mastitis mastitis disease. Biological products. In different product ingredient tables, the explanation of adding probiotics is also different. The milk powder is generally labeled as probiotics. Drops and powder granules are mostly labeled with the name and number of bacteria added, while the labeling of probiotics in infant supplements, candy snacks and drinks is uneven.

First Financial Journalist interviewed a number of parents and exhibitors at random. Parents generally reflected the phenomenon that probiotics are widely used. There are different opinions on the effect of probiotics. However, there is no consensus that probiotics are harmful to health. The exhibitors also promoted and promoted infant food and health products with probiotics. The number of brands interviewed randomly by the reporters indicated that daily intake of probiotics contributed to intestinal health and increased resistance. Their publicity focused on bifidobacterium, Lactobacillus Roy and Bulgarian lactobacillus. Bacteria, rhamnobacter and other well-known probiotics and active dosage.

Subsequently, the reporter visited Shangchao such as Lianhua, Carrefour and other chains of convenience stores such as the whole family and good friends. It was found that the products added probiotics concentrated in dairy products such as yoghurt, bread snacks and other food categories. The labeling of probiotics in their ingredient list was also different. Some of them only labeled probiotics, and most of the dairy products were labeled with the word probiotics. Probiotic bacteria, but few labeled bacteria. A convenience store clerk said that the brand, category and taste of yoghurt products had increased significantly in the past year, and they were selling well. Lactobacillus sandwich bread was introduced this year and could be sold out almost every day.

The performance of the consumer side is often directly projected on the industrial side.

According to Ruiou data, the global probiotic market has reached 36 billion US dollars in 2017. Health food and medicine account for 8.6% of the global probiotic products. It is estimated that the global market value of probiotic dietary supplements will reach 8.8 billion US dollars by 2020. The market size of probiotics in China has reached 46 billion yuan in 2017, and is expected to approach 100 billion yuan by 2022, with an average annual growth rate of about 14%, which is now in a period of rapid growth.

From the point of view of the subdivision industry, probiotic food accounted for the highest proportion, mainly fermented dairy products, accounting for about 78% of the consumption scale. In 2017, sales of yogurt industry in China reached 12.2 billion yuan, an 18% increase, surpassing milk for the first time. In recent years, the gross interest rate of Chinas yoghurt industry is about 35%-40%, and the gross interest rate of high-end yoghurt products is higher. The expansion of high-end share further boosts the profit margin. The average gross interest rate of lactic acid bacteria beverage is about 30%, and the gross interest rate of the leading lactic acid bacteria beverage is more than 50%. In fiscal year 2017-2018, the gross revenue of Yangleduo is 40.1569 billion yen, and its market value is about 1.15 trillion yen as of May 17, 2019. It has a strong influence in the subdivision market.

The higher profit is health products, the gross profit rate of probiotic business of synbiotics is more than 70%, and the gross profit rate of LifeSpace, an Australian probiotic dietary supplement brand, is also more than 50%. In addition, domestic health products and pharmaceutical enterprises such as Jiaotong University Angli, Revised Pharmaceutical Industry, Tongchen Beijian, Wahaha, Junle Bao and other food enterprises have also launched probiotic products for different groups of people; foreign probiotic brands such as LifeSpace of Australia, Mamiai of Korea and Kang Sui Lei of the United States are also in China. The market has grown rapidly.

In terms of raw material chain, the market value of probiotic raw material giant Danish company Cohansen reached 94.3 billion Danish kronor as of May 17, 2019, with gross interest rate of over 50% and net interest rate of about 18%-20%. Another raw material giant, DuPont, won 92.2% of Dennis Crown in 2011 for 33.4 billion Danish kronor. DuPont (about 50%) and Kohansen (about 35%) monopolize most of the probiotic raw material market in China.

Shen Wanhongyuan Securities believes that with the rapid development of probiotics industry, there is still a large market value space in shaping the subdivision leader, and there may be more companies in the future.

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Over-publicizing Packaging

The staff of Zhuhai Huizuo Electronic Commerce Co., Ltd. showed reporters a Masita solid probiotic granule which claims to prevent and reduce the incidence of breast-feeding womens mastitis. It contains probiotic CECT5716 isolated from healthy breast milk, with 7 billion highly active bacteria added to each dose and originated in New Zealand. The worker said he had received a lot of attention from lactating mothers abroad, but reporters noticed that another probiotic for children of the brand was labeled as the United States.

To this end, the first financial reporter consulted the mammary gland doctor of Shanghai Longhua Hospital. The reply was that there was no professional paper or report on probiotics which could prevent mastitis. I wonder if it is really effective, but the prevention and treatment of mastitis has little to do with the routine health care function of probiotics at present.

Against the background of the vigorous development of the global probiotics industry, the data of the Probiotics Branch of the Chinese Food Science and Technology Association show that in 2016, the consumption of probiotics in Asia-Pacific region accounted for 47% of the global scale, followed by 22% in Europe (15% in Western Europe, 7% in Eastern Europe), 16.5% in North America and 6.5% in the Middle East. Chinas probiotic industry started late, and its development began in the 1990s. It lagged behind Europe, Japan and other regions for about 15 to 30 years. After entering the 21st century, the domestic probiotic market has shown a trend of catching up with each other.

Food industry analyst Zhu Danpeng said that the rapid growth of Chinas probiotic industry is driven by five ports (policy, capital, industry, channel and consumer), and the whole probiotic popularity and education have been developed at a high speed. In the current situation of serious homogenization of food and beverage and slow growth, probiotics is a good export to form high value-added, high premium product competitiveness and cater to the healthy consumption trend.

He judged that the probiotic industry would enter a mature period in the next five years, with a large number of enterprises layout, the capacity of the probiotic market would further explode, and the dividends of the big health industry would be further released. However, it is worth noting that there is a lack of industry standards and the products on the market are uneven. When they reach a certain level, it is necessary to optimize the industrial structure and eliminate a number of enterprises and products that are not worthy of the name and are over-packaged.

Dairy analyst Song Liang also told First Financial Journalist that according to his years of observation, probiotic products everywhere on the market do exist problems of over-promotion and packaging, and many consumers are brainwashed. In the past, many businessmen only shouted the slogan of probiotics, and did not mark the type and activity of probiotics. What and how much they added were only known by the businessmen themselves. In the past two years, this phenomenon has been improved, and the labeling of strains and bacteria has been greatly improved. However, probiotics are not resistant to high temperature, and there are many restrictions on processing and storage conditions. Whether probiotic food, beverage and health products really enter consumersmouths have actual effects or not is not guaranteed.

Another problem in Chinas probiotic market is that it is heavily monopolized by foreign probiotic raw materials and there are many good local probiotic strains, but the relevant departments have not liberalized the commercial application of native strains, and most domestic enterprises can only rely on imports. Song Liang said that the norms of the health care industry are not overnight. Consumers need to strengthen their recognition ability and popular science learning. In principle, healthy people do not need to supplement probiotics.

In addition to the two major raw material giants mentioned above, there are also several companies with annual capacity and output value of more than 10 million among probiotics manufacturers in China, including Jiangsu Weikang Biology, Beijing Ketuo Hengtong, Hebei Yiran Biology and Shanghai Runying Biology. In 2017, only Jiangsu Weikang Biology, whose output value is more than 100 million yuan, focused on benefits. Research and development, production and application of biological bacteria. Overall, the local probiotic raw material enterprises are still relatively weak.

He Weijia, Director of Research and Development of Duponts Greater China Region of Nutrition and Health, once told First Financial and Economic Journalist that probiotics should not only emphasize the flora, but also the amount of additives plays a decisive role in the effect of taking. The health function of probiotics is based on the safe arrival of viable bacteria in the small intestine or colon in a certain quantity (usually considered to be no less than 107 colony forming units per gram or milliliter) and the need to ensure that these probiotics maintain normal activity and metabolism in the host. Probiotics are exposed to gastric juice and bile before reaching the intestine. These acidic environments lead to the death of most bacteria before reaching the small intestine or colon. Therefore, effective measures are needed to protect the viability of probiotics.

However, from the first financial reporters visit, there is no clear indication in the propaganda of enterprises which measures have been taken to protect the vitality of probiotics. Many businesses even have no concept of this important indicator and pay no attention to it.

Source: First Financial Responsibility Editor: Yao Liwei_NT6056