Probiotics industry chaos: corporate enthusiasts caution

category:Finance
 Probiotics industry chaos: corporate enthusiasts caution


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.

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 promotes 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.

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.

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.

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.

Disputes and Risks

The topic and heat of probiotics industry are increasing, and fire fighting actions from academia are also increasing.

On September 6, 2018, Cell magazine published two weighty studies on probiotics in the form of a cover study, which reported the results of probiotics taken by mice and humans in normal conditions and after antibiotic treatment. With the attention of the academia and media reports, probiotics have been pushed to the top of the wind.

One noteworthy experiment showed that compared with the natural state and fecal bacteria transplantation, probiotics delayed the recovery of intestinal flora after antibiotic use, and after the discontinuation of probiotics, intestinal flora quickly returned to its original state.

It is well known that the use of antibiotics can easily cause intestinal dysfunction, especially in infants and young children. It is generally recognized by people and even doctors that the intestinal dysfunction caused by illness can be restored as soon as possible by taking probiotics. The results of the above research are obviously contrary to peoples general understanding and the viewpoint of health products publicity.

The chairman and President of the enthusiastic Institute of biotechnology, Lan Canhui, told First Financial Journalist that probiotics are well known to all, and the word probiotics implies that they may have potential benefits to the human body, but in recent years, the concept of probiotics has gradually changed a little. After the commercial speculation with ulterior motives, probiotics have gradually been mythologized as panacea. It seems that many diseases and symptoms can be improved or even cured by taking probiotics, which is obviously misleading.

In other words, whether a probiotic product can improve specific symptoms depends not only on the wrong strain, but also on the individual situation. It may be useful for Zhang San and completely ineffective for Li Si. He believes that personalized probiotic intervention research has just started, and the current research results can not guide consumers how to select probiotic products according to their own situation.

On the other hand, the lack of adequate safety and harmfulness reports in probiotics clinical research is a major obstacle to evaluate the safety of probiotics.

Blue Canhui said that many people may feel that probiotics and health products such as fish oil, like eating no matter what, at least not to cause physical problems, many brands and businesses are promoting their products absolutely safe. But in fact, probiotics do have risks, especially for people with low immunity.

It is too early to conclude the risk of probiotics, but it does not mean that there is no risk. The potential risk of probiotics and the applicable population are unavoidable problems in the industry. Consumers should have a good idea before buying and using probiotic products. Blue Canhui said.

In recent years, the probiotic industry has made important progress in the standard and regulation. Especially in the construction of the probiotic health food legislation, the national regulatory authorities have clearly defined the positioning of probiotic health food and actively promoted the construction of dual-track registration and filing system. Previously, the Regulations on the Declaration and Review of Probiotic Health Food (draft for comments) which had been publicly solicited for comments received attention from all parties. The newly revised draft clarified the definition of probiotics, and focused the safety and efficacy review of probiotics on strains, gradually in line with international standards. At the same time, 9 probiotics and 7 probiotics have been brought into the category of health food raw materials catalogue.

In the final analysis, the effectiveness and safety of specific probiotic strains need to be further studied.

For the industry, Lan Canhui believes that the over-hype of probiotic market should be poured cold water and cooled down. Commercial propaganda should return to evidence-based, solid scientific and clinical evidence, which is the foundation of probiotic products. Improving and persuasive clinical research, attaching importance to the safety evaluation of probiotic intervention, deepening the level of strains and biological mechanisms, and personalized probiotic intervention methods should be the key directions of probiotic research and industrial transformation research in the future.

Source: First Financial Responsibility Editor: Guo Chenqi_NBJ9931