How do you create products that can cut through the cycle in the hot and rolled-up gut health market?
Rachel Tang
Foreign Trade sales at Huateng || specializes in CDMO for intermediates, fine chemicals, etc.
In the ever-evolving landscape of the gut health market, the ability to create products that can withstand market cycles is paramount. If there is one enduring track in the realm of nutrition and health, it is undoubtedly gut health. As diets become increasingly diverse, gastrointestinal issues are becoming more pronounced.
According to the "2021 National Gut Health Survey" released by Ping An Health, approximately 90% of Chinese people encounter gastrointestinal problems, with common issues including constipation, bloating, diarrhea, and indigestion. Market data from Research and Markets predicts that the global gut health product market is expected to reach $22.1 billion by 2027.
With the soaring demand for gut health products, the probiotics market, one of the primary aids for digestive issues, is continually expanding. According to Euromonitor International, the probiotics market reached nearly $90 billion in 2022. Research by ZION Market Research estimates that the global probiotics industry's value will exceed $77 billion by 2025, with the Chinese market accounting for over 25%.
The future of this market is undeniably promising.
The Booming Gut Health Market
1. Introduction of New Products
According to data from Mintel Global New Products Database, a diverse range of food and beverage products with digestive health benefits is rapidly hitting the market. In 2020-2021, among new yogurt products, those claiming to aid digestion accounted for 20%.
Media sources indicate that in H1 2021, gut health products were among the top three health-functional claims in new products, representing 36% of the market.
The popularity and competitiveness of gut health products in the consumer market are evident.
2. Innovation in Raw Materials
On the upstream side, gut health ingredients have expanded beyond probiotics and prebiotics to include postbiotics. Global companies are exploring new raw materials and solutions for gut health.
Ireland-based Marigot introduced Aquamin, a multi-mineral complex derived from Lithothamnion sp. red seaweed. This red algae accumulates and stores minerals from seawater in its cell walls, providing rich sources of calcium, magnesium, and 72 additional trace minerals that support gut health.
Indena took a unique approach by combining turmeric and frankincense to create the CUBO formula, designed to support gut health and address issues such as bloating, abdominal discomfort, and cramping. Clinical research has been conducted on this formula.
To seize the opportunities in gut health, upstream companies are rapidly expanding their presence through acquisitions. DSM, for instance, acquired Adare Biome, a company specializing in postbiotics, to strengthen its product portfolio. Nature's Bounty invested $10 million in the biotech firm Pendulum, forming a strategic partnership to develop next-generation probiotics that address gut health issues.
3. Diverse End-Products
In the downstream consumer market, a constant stream of gut health products continues to emerge. Renowned UK brand Biotful recently launched a range of products targeting children's gut health, immunity, and bone health. HUM Nutrition introduced celery juice gummies that support gut health through a combination of celery juice, prebiotic fiber, and chlorophyll. Numerous innovative approaches are being explored to meet the demands of gut health consumers.
In 2023 alone, JinQi Bio introduced probiotic dark chocolate, Daily Doctor launched instant probiotics, and Bright Dairy unveiled zero-bloating yogurt, all aimed at promoting gut health. Even China Central Radio and Television Media joined forces with Sanyuan Food to introduce functional yogurt products.
While new products are entering the market at an increasingly rapid pace, their longevity is diminishing. In the competitive and fast-paced gut health market, how can companies create products with a longer shelf life that can endure different market cycles?
Creating Evergreen Products in the Gut Health Market
Swedish company Probi, which has been specializing in probiotics for over three decades, serves as an exemplary model for discussion. As early as 2005, Probi introduced Probi Digestis?, a concept product focused on gastrointestinal discomfort, including abdominal pain, bloating, and bowel movements. This product is based on the probiotic strain Lactobacillus plantarum 299V (LP299V?), which is one of the well-documented probiotic strains.
Since its launch, Probi Digestis? has been applied in various regions, including China, South Korea, Europe, and North America. Even after 18 years, it remains a vital ingredient in the gut health market. How has this longevity been achieved?
1. Robust Fundamental Research
For long-lasting products, rigorous and robust scientific research is the cornerstone of enduring consumer trust. Probi Digestis? is supported by over 200 scientific publications and more than 70 human clinical studies.
Numerous randomized, double-blind, placebo-controlled clinical trials have been conducted on this strain.
2. Widely Recognized and Multi-Brand Usage
The downstream application of the ingredient in end-products is crucial for maintaining the product's strength and longevity. Probi's business spans over 40 countries and regions worldwide, collaborating with customers in multiple countries to launch products containing Probi Digestis?. Examples include SanProbi IBS in Poland and Sons, targeting the male consumer segment in the UK.
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In 2021, Probi collaborated with Swedish direct-to-consumer cosmetics and health company Oriflame to launch a probiotic supplement for gut health. This new product is based on Probi Digestis?.
3. Continuous Product Innovation and Exploration
In addition to scientific research and broad application, continuous innovation in end-products is essential for maintaining product longevity. For instance, in late 2015, Sanofi introduced Cenovis Kids Superbiotics in the Korean market, based on Probi Digestis?. This product, targeting children, is in the form of a powder stick that dissolves quickly in the mouth without the need for water. In 2021, the U.S. brand GoodBelly collaborated with Probi to launch a range of instant probiotic products, including gut health products based on Lactobacillus plantarum 299V. The stability of this strain, even in freeze-dried powder form at room temperature, extends the shelf life of capsules, tablets, or solid beverages.
It is through continuous innovation and exploration that Probi Digestis? has maintained its vitality for over 18 years, sustaining consumer trust through validation, innovative applications, and brand recognition.
While creating evergreen products, identifying the next opportunities and growth points in the gut health market remains a challenge for companies.
What's Next for Gut Health?
Gut health is a broad concept, encompassing issues like constipation, bloating, diarrhea, indigestion, flatulence, abdominal pain, acid reflux, and more. While there are numerous products addressing constipation and diarrhea, health supplements and dietary supplements in the consumer market predominantly target comprehensive gut health rather than specific manifestations, such as flatulence or acid reflux.
Niche Directions
According to data from the Global New Products Database (GNPD) by Mintel, products in the Chinese market that describe themselves as alleviating flatulence accounted for less than 1% of food, beverage, and healthcare products with functional digestive claims in the past three years (2019-2022). This suggests that there is untapped potential in the market for products that address "relieving bloating."
In the future, one direction for gut health products may involve addressing specific problems.
For example, Zenwise introduced a probiotic product called Zenwise No Bloat, targeting flatulence and bloating. Besides probiotic strains, this product also contains various herbal extracts, including turmeric root powder, ginger root powder, dandelion extract, fennel seed powder, cinnamon extract, and more.
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Probiotics + Plant Extracts
Regarding the primary approach of probiotics in the gut health market, the future may involve combining probiotics with plant extracts for enhanced consumer experiences. Several product examples have already implemented this approach.
Moreover, scientific research supports this direction. A study published in the British Journal of Pharmacology in 2016 mentioned that a combination of probiotics (especially Bifidobacterium and Lactobacillus strains), prebiotics, and herbs (mainly peppermint oil) had a positive impact on conditions like IBS.
For instance, SCD Probiotics introduced a probiotic herbal beverage that not only contains 11 probiotic strains but also includes ingredients like ginger, reishi mushroom, fennel, licorice root, basil, chamomile, fenugreek, stinging nettle, hyssop, marjoram, peppermint, and sage.
Such every day, user-friendly products offer consumers convenient options for improving gut health.
In conclusion, the gut health market is continuously evolving, and companies need to innovate, invest in robust research, and explore new directions to create products that can endure market cycles. By focusing on science-backed products, widespread application, and ongoing innovation, businesses can not only maintain the vitality of their existing products but also identify new growth opportunities in the dynamic gut health market. The future of gut health products may involve addressing specific gastrointestinal issues, combining probiotics with plant extracts, and offering niche solutions to meet consumers' diverse needs.