益生菌产业乱象背后 企业狂热 科学家谨慎
利润较高的则是保健品，合生元的益生菌业务毛利率在70%以上，澳大利亚益生菌膳食补充剂品牌Life Space的毛利率也在50%以上。此外，交大昂立、修正药业、汤臣倍健等国内保健品、药品企业，娃哈哈、君乐宝等食品企业也纷纷推出针对不同人群的益生菌产品；澳大利亚的Life Space、韩国的“妈咪爱”和美国的“康萃乐”等国外益生菌品牌也在中国母婴市场得到了迅猛增长。
在全球益生菌行业蓬勃发展的大背景下，中国食品科学技术学会益生菌分会的数据显示，2016 年亚太地区益生菌消费规模占全球规模的份额进一步扩大，高达 47%，其次是欧洲 22%（西欧15%、东欧 7%）、北美 16.5%和中东 6.5%。中国的益生菌产业起步晚，开发从20世纪90年代开始，落后欧洲、日本等地区约 15～30 年，进入 21 世纪后，国内益生菌市场呈现奋起直追的态势。
Infusion, drop, capsule, candy cookies, dairy products, baby food... Various dosage forms of probiotics health care products, food, functional drinks and so on fill different online and offline channels, so that people are dazzled, a wave of consumption fashion around probiotics health care products and health food.
Probiotics is not new, applied in the field of food, health care products also have for a long time, Chinese experts in the field of probiotics, through the study of more than ten years are in line with international standards, some research achievements in the field of food industry also realized the transformation, the probiotic industry is growing rapidly, but also with the good and bad are intermingled of industry, especially in the field of maternal and infant food, health care products, probiotics was packaged into sick sick, even without the "panacea" of physical disease.
But in fact, the species, strains of probiotics and more complex, academic research and judgment of probiotics is very cautious, rhamnose coli well-known probiotic strains in certain diseases such as the effect of clinical trials and the businessman as far, the actual efficacy and safety of probiotics research also has many disputes and uncertain.
Around the question of whether probiotics can be eaten, who can eat probiotics, how consumers identify numerous probiotics gimmick products, and how the probiotics industry can achieve healthy development, the reporter has done a variety of research and interviews.
Savage growth and consumption puzzle
7 days "the baby is born, jaundice index up to 20, the doctor suggested according to blue light down a bit, when more than half a month to review again, still on the high side, the doctor prescribed medicine granule and probiotics, I fear that the child is too small intestines and stomach can't stand stimulation, plus Cui Yutao doctor lecture before remember he said try not to human intervention children when the natural development of intestinal flora, and not to give him to eat, often feed, the sunshine, the child's jaundice subsided in the end." Home mother in wuhan xin yi (a pseudonym) told the first financial journalist, children are more than two years old now, almost every problem encountered a cold have a fever, the doctor will open probiotics, "many mothers for their children for a long time to eat around probiotics, says this can enhance resistance, maternal and child stores such as rice noodles, biscuits, nutrition, candy, also has a lot of labeling containing probiotics, beneficial intestinal health functions, such as I am very confused, don't know what should give the child to eat, how to eat, asked a few doctors, reply is not the same, but also did not give any explanation." Xin yi said that many mothers around her have the same confusion, some can not resist the family and friends to persuade their children to eat probiotics, some are still struggling like her, do not know how to choose the right.
Recently, the reporter visited the 19th China: children's show, in food, health care products exhibition, found in the exhibition goods from infant milk powder, assist food, candy, biscuit, drinks to various nutritional supplements, probiotics concept is widespread, and there were even claims to prevent and reduce the incidence of mastitis lactating women probiotic products. Different ingredients of the products have different instructions on adding probiotics. The milk powder is generally labeled as "probiotics". Drops and powder granules were mostly labeled with the name and number of added strains, while probiotics in infant supplements, candy snacks and drinks were uneven.
A random interview with a number of parents and exhibitors showed that probiotics were widely used, and their comments on the effects of probiotics were varied, but the consensus was that none of the parents thought probiotics were harmful to health. And exhibitors to add probiotics baby foods, health care products also significantly greater publicity and promotion efforts, press random interviews several exhibitors brand, said the daily intake of probiotics helps intestinal health and immune system, its publicity focused on Roy's lactobacillus, bifidobacterium and lactobacillus Bulgaria, rhamnose bacillus and other well-known probiotics and active content.
Subsequently, the reporter visited the lianhua, carrefour and other business and the family, friend and other convenience store chain, found that adding probiotic products focused on yogurt and other dairy products, bread, cookies and other food category, the ingredients in the annotations of probiotics is different also, some only marked "probiotic" three words, dairy products were marked the probiotic strains, but few tagging bacterium number. A family store clerk said that the brand, category and taste of yogurt products have increased significantly in the past year, and the sales are quite good. The lactobacillus sandwich bread was introduced this year and sold out almost every day.
The performance of the consumer side is often directly projected on the industrial side.
According to data from euromonitor, the global probiotic market reached 36 billion us dollars in 2017, and health food and drugs accounted 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 in 2020. The market size of probiotics in China has reached 46 billion yuan in 2017, and is expected to reach nearly 100 billion yuan by 2022, with an average annual growth rate of about 14%. It is now in a period of rapid growth.
In terms of specific industries, probiotics accounted for the highest proportion, mainly fermented dairy products, and the consumption scale accounted for about 78%. In 2017, the sales volume of China's yogurt industry reached 119.2 billion yuan, an 18% increase, surpassing milk for the first time. Moreover, in recent years, the gross profit rate of Chinese yogurt industry is around 35% ~ 40%. The gross profit rate of high-end yogurt category is higher, and the expansion of high-end share further pushes up the profit rate. The average gross profit rate of lactic acid bacteria beverage is about 30%, and the gross profit rate of lactic acid bacteria beverage leader yangledo is more than 50%. In the fiscal year of 2017 ~ 2018, yangledo has realized the revenue of 401.569 billion yen. As of May 17, 2019, its market value is about 1.15 trillion yen, which has a very strong influence in the market segment.
Health products are the most profitable. The gross profit margin of biostime's probiotics business is above 70%, and the gross profit margin of Australian probiotic dietary supplement brand Life Space is also above 50%. In addition, domestic health products and pharmaceutical companies such as jiao tong university onlyli, xiedou pharmaceutical and tomson beijian, as well as food companies such as wahaha and junlebao, have also launched probiotics products targeted at different groups. Foreign probiotic brands such as Life Space in Australia, "mommy love" in South Korea and "consuela" in the United States have also seen rapid growth in China's maternal and infant market.
In terms of raw material chain, as of May 17, 2019, the market value of probiotics raw material giant khansen reaches DKR 94.3 billion, with gross profit rate above 50% and net interest rate around 18% ~ 20%. Dupont, another materials giant, took a 92.2% controlling stake in danisco in 2011 for dk33.4 billion. The two companies, dupont (about 50%) and Denmark's khansen (about 35%), monopolize most of the domestic market for probiotic ingredients.
Shenwan hongyuan securities believes that with the rapid development of the probiotics industry, there is still a large market value space in shaping the segmentation leader, and there may be more large companies in the future.
Zhuhai hui for electronic commerce co., LTD staff showed a reporter a so-called can prevent and reduce the incidence of mastitis lactating women "Marcy tower" granule solid probiotics, said containing probiotic CECT5716 isolated from healthy breast milk, each dose added 7 billion highly active bacteria, producing area for New Zealand, the staff said it get a lot of lactation mother abroad attention, but the reporter noticed that the brand of another child probiotics origin in the United States.
For this, the reporter consulted the mammary doctor of Shanghai longhua hospital, and the reply was that there was no professional paper or report on probiotics that could prevent mastitis. I don't know whether it has real effect, but the prevention and treatment of mastitis is not related to the routine health function of probiotics.
Against the background of the booming global probiotics industry, data from the probiotics branch of the Chinese society of food science and technology showed that the consumption scale of probiotics in the asia-pacific region further increased its share of the global scale in 2016, reaching 47%, followed by 22% in Europe (15% in Western Europe and 7% in eastern Europe), 16.5% in North America and 6.5% in the Middle East. China's probiotics industry started late, and its development began in the 1990s, about 15 to 30 years behind that of Europe, Japan and other regions. After entering the 21st century, the domestic probiotics market showed a trend of catching up.