Dietary Supplement Product Innovation: 100 Billion Highly Active Probiotics Empower New Opportunities

Original: Dietary supplement product innovation: 100 billion highly active probiotics empower new opportunities

On July 14, 2022, Tmall International, Alibaba Health and Zealotin Biotechnology Research Institute released the "2022 Global White Paper on the Development Trend of Probiotic Production, Education and Research" at the 2022 Tmall International Fourth Meal Microecological Innovation Conference, which deeply analyzed the cutting-edge scientific research results of probiotics, market strategic layout and future development track

The report notes that the global probiotic market continues to grow steadily in 2021, with the global probiotic market reaching $58.

Among them, the Asia-Pacific region accounts for 44% of the global market, which has far exceeded the market share of North America and Europe, once again highlighting the enthusiasm

Policy, research, consumer focus, the rapid development of the domestic market

Euromonitor International's domestic market research also shows that the current chinese probiotic market size has surpassed Italy, ranking second in the world, and is still growing rapidly at a rate of 11%-12% per year, about to break through the 100 billion mark

First, the policy environment

Second, scientific research

In 2021, the total number of global probiotic-related annual papers published is nearly 6,000, and China has reached 1531, although the United States is still the country that has published the largest total number of probiotic-related research papers, but the gap between China and it is gradually decreasing, and it is expected to surpass the United States in 2022, and China is achieving a huge leap forward in high-quality and high-level articles, and the gap with the United States is gradually narrowing, indicating that China is booming in the context of rapid economic growth and increasing investment in scientific research.

Consumers

The downstream applications of probiotics tend to be diversified, and the dietary supplement market is developing steadily

The probiotic industry chain can be subdivided into 4 major links

With the help of continuous innovation of upstream strains, the downstream application of probiotics is becoming increasingly diversified

China's probiotic supplement market continues to grow, online platform performance is eye-catching, Euromonitor International data shows that the current global probiotic supplement market size of about 5.

Trends in probiotic dietary supplement product innovation

Consumers' demands for dietary supplements are also more diversified, in addition to gastrointestinal and digestive health, weight management, immunity improvement, beauty and skin care, women's health, improved mood, etc.

For probiotic products, how to maintain the activity of probiotics is still critical, so choosing the right dosage form is crucial for both manufacturers and consumers, and the current commercially available probiotic dietary supplements are still based on

The core consumers' demands for probiotic dietary supplements are: good product efficacy and strong body feeling, the type and quantity of probiotics, and the use of patented and certified strains (Figure 4.

At the same time, we also pay attention to the sales of dietary supplements on the e-commerce platform, from January to June 2022, Tmall and Tmall International Adult Dietary Supplements accounted for the top 10 terminal brands, in order to differentiate the market competition, they have accelerated the layout of the launch of highly active probiotic dietary supplement products, probiotic solid drinks, probiotic freeze-dried powder, probiotic capsule products have reached a staggering 100 billion per minimum packaging or even higher

Scientifically evidence-based dietary supplements with highly active probiotics

How to look at highly active probiotics rigorously from a scientific point of view? In terms of the regulation of the commercialization of probiotics, it is defined that probiotics must have the following five conditions (Figure 1): the use of safe, gastrointestinal adverse conditions to reach the site of action alive, maintain a stable vitality during the shelf life, have a sufficient number of living cells, scientifically validated health benefits, of which the definition of "live" has three places to arrive alive, vigorous, and sufficient live cells

The China Nutrition and Health Food Association issued the group standard T/CNHFA 006-2022 "Probiotic Food Live Rate Grading Specification" to classify the probiotic food live rate, stipulating that the probiotic live bacteria rate (the ratio of the total number of probiotic live bacteria to the total number of probiotics added) is stored under the conditions indicated on the label when one-third of the shelf life is stored, greater than or equal to 50.
0% is the highest standard of the first level, which also indicates the high quality requirements
of the entire industry for the "activity" of probiotic products.

A study by the Medical University of Poznan showed that probiotics can show beneficial effects on cardiometabolic parameters and intestinal permeability in patients in a dose-dependent manner, highly active probiotics have more advantages in preventing and treating diseases, and probiotics in high doses have a higher potential to prevent and treat cardiovascular disease
in obese postmenopausal women.
In another study of probiotics in relieving irritable bowel syndrome (IBS), it was also found that the efficacy of highly active probiotics was more effective
.

As we all know, probiotic industrialization technology is the key
to the development and application of probiotic products.
In the probiotic production process, the lack of professionalism of R & D and production personnel, low production efficiency, backward preparation technology and equipment, production environment is not up to standard, and other factors can easily cause the number of bacteria powder live bacteria to be substandard, the stability between batches is uncontrollable and the quality cannot be guaranteed, which ultimately leads to products that cannot be used for industrial manufacturing
.

At present, some domestic probiotic raw material manufacturers have gradually launched a large-scale intelligent manufacturing strategy based on process optimization, tackled the breakthrough of key core technologies in production, and systematically optimized the probiotic production and manufacturing process from the aspects of culture medium selection, perfect production conditions, post-treatment process optimization, protective agent in-depth screening, freeze-drying process upgrade, etc.
, around how to improve the "high density, high activity, high stability" in the fermentation process, and based on modern intelligent control means and control technology.
It will greatly improve the stability of the probiotic production process, improve production efficiency, and demonstrate large-scale technology, thereby effectively improving the quality of probiotic raw materials and reducing the cost of
raw materials.

Future outlook

Looking at the present, competing for the incremental market and competing for the card slot segment has become the most preferred choice for
brands to obtain new growth.
It is believed that in the future, brand owners rely on the strong innovative scientific research strength of probiotic upstream enterprises, coupled with a better understanding of consumer product strategies, which will further deepen the competitive advantage of probiotic products, and the entire probiotic industry will also usher in a broader outbreak space
in the future.

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