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Probiotics category insight: What is the consumer's most concern?

By Echemi | 10/10/2020 09:40

During the epidemic prevention period, people's attention to probiotics and immune functions has increased market demand and increased expectations for products.

During the epidemic prevention period, people's attention to probiotics and immune functions has increased market demand and increased expectations for products. Industry elites have gradually realized that the development of the post-epidemic era requires a broader vision and more in-depth scientific research. The probiotic industry is facing a new round of elimination and improvement. How to guide the healthy development of the probiotic industry and promote the research and development and innovation of probiotic-related products has become a hot spot in the industry.





On September 18, the Fifth Probiotics and Intestinal Health Market Innovation Forum, co-sponsored by Sinopharm Reed Exhibitions, Shuzheng Kangxun and China Health Union, and supported by Enthusiastic Research Institute, Sinopharm Xingsha, Alfiga, etc., was held at Guangzhou Canton Fair The exhibition hall is held. Many experts and teachers from government-industry-university-research institutes were invited to share their wonderful experience.

Ipsos keeps up with the trend, uses a combination of large and small data, through social media listening and nearly 3000 quantitative surveys, in-depth insights into the probiotic category. On the spot, Li Minghui shared consumer perceptions of probiotic health products; portraits of people taking probiotic products; future development of probiotics in health products, etc.

The main conclusion of the "Report": Intestinal health is generally valued, and probiotics are the mainstream of the stomach/digestive health insurance products:

l "Intestinal health" and "immunity" are closely related;

l The three main purposes of taking probiotics: to maintain the balance of the flora, maintain intestinal health, and improve immunity;

l Consumers are highly satisfied with the probiotics currently on the market;

l Innovation direction of probiotics category: diversification of taste;

l Hospitals/doctors and e-commerce shopping websites are the main information channels


Global Probiotics Industry



The following is part of the content sharing:

According to Ipsos data, among adults' concerns about health, immunity ranks second (38%), and intestinal health, which is dominated by indigestion, diarrhea, and constipation, ranks eighth (26%). In the human body, 70%-80% of immune cells originate from the intestine. Consumers will use probiotics to enhance their immunity. Among them, people aged 25-35 are most concerned about intestinal health.

Among the gastrointestinal/digestive health products, probiotics have the highest awareness (51%). 39% of adults have taken gastrointestinal/digestive health supplements, and 28% of them will take probiotics (tablets, capsules, powders, etc.) products.

Adults are prone to various intestinal health and digestion problems due to poor life and diet problems. Probiotics are one of the priority methods to improve and solve gastrointestinal problems such as constipation. The main purpose of taking probiotics is to regulate the balance of intestinal flora (65%), maintain intestinal health (64%), and improve immunity (55%). Older consumers aged 46-65 are more expecting to improve their indigestion (59%) by taking probiotic products.

At present, the most popular probiotic products on the market are freeze-dried powder preparations (63%); followed by capsule packaging (22%), which can reduce the loss of bacteria caused by gastric acid corrosion; oral liquid (10%) It has the advantages of portability and convenient eating, and is also deeply loved by consumers.

In terms of children's health, parents are most concerned about their children's "appetite". Young babies are most susceptible to various intestinal health and digestion problems. Probiotics are one of the most commonly used preventive and treatment methods for such problems by most parents. Among those who give children health products, 37% of parents choose intestinal health products for them, and they are mainly probiotics (28%). Parents hope that by administering such products to their children, they can improve their immunity (63%), maintain intestinal health (61%) and regulate the balance of intestinal flora (57%).





Probiotics are more like a health ingredient that needs to be added during the growth process to help the baby's fragile and sensitive intestines to function better. Considering the palatability, 59% of parents would choose freeze-dried powder/solid beverages for their children. At the same time, the new situation of adding probiotic elements to baby food supplement and snack products has also won the favor of parents.

According to Ipsos social media research data, in the first half of 2020 compared with the second half of 2019, although the overall sound volume of adult probiotics and infant/child probiotics has declined, they occupy a larger volume in the entire category. Share. At the same time, in the first half of this year, the volume of pet probiotics products rose strongly (+44.5%), and consumer awareness increased, which may become a new trend in the future.

In terms of information acquisition, consumers mainly obtain probiotic-related information through experts or authoritative organizations. When purchasing, 80% of consumers will purchase probiotics through online platforms, such as e-commerce platforms or brand official websites, and offline channels, such as pharmacies/pharmacies, etc. In terms of brand selection, consumers tend to choose well-known brands, and domestic brands currently occupy a dominant position, such as By-Health and Biostime.

Adults are highly satisfied with the probiotics they and their children are currently taking; but at the same time, some consumers think that the probiotics currently on the market have a single taste and lack novelty (33%); 27% of consumers think that there are few promotions.

Disclaimer: Echemi reserves the right of final explanation and revision for all the information.

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