Probiotics Market of China in 2023

In recent years, the health product market in China has continued to expand, with probiotics, collagen, and vitamins becoming the top three products in the market. Probiotics have attracted a lot of attention, as evidenced by their popularity in terms of search volume and interaction. According to data, probiotics, collagen and vitamins have become the top three products in the market, accounting for most of the market share. This trend not only reflects people's emphasis on health but also indicates the potential and development prospects of the health product market.

?

The Cicada Mama Think Tank analyzed the probiotic market on the TikTok e-commerce platform from the dimensions of market size, market price, brand competition, product form, and demographic portrait, and distinguished the probiotic derivative market according to different functions, focusing on the performance of the probiotic markets for body management, oral health, women's health, gastrointestinal health, children's growth, care for the elderly and beauty and anti-aging functions. The final analysis yielded the following core insights:

?

The probiotic market has seen two distinct jumps, and consumer awareness has gradually shifted from popular science to professionalism, with attention focused on specific strain names and strain numbers. The consumption structure of the probiotic market has changed in a K-shaped pattern. The mid-priced probiotic market, with a price range of 50-100 yuan, has seen a decline in market size and increased competition. As consumer awareness continues to improve, it is recommended that brands enter the market with high-end professional products priced above 100 yuan. Probiotic powders not only have a large market size is large, the growth rate is high, and consumer acceptance is also good. This is a direction that brand businesses can consider in product development. It seems that the current selection of strains with matching ratios and self-developed strains has little impact on market performance. Brand businesses can choose their own research and development methods according to their own research and development conditions.

?

The rise of the advanced application market for oral care means that this field has high growth potential. Probiotic tooth whitening, oral sprays and tooth powder are categories waiting to be developed. Personal hygiene products such as intimate washes, intimate care products and sanitary napkins are high-growth categories in the women's health market, and more and more attention is being paid to personal hygiene. The market for various dairy drinks and protein drinks containing probiotics is growing rapidly. Products that are palatable to children and nutritious and healthy will be popular in the market.

?

01Probiotic Market and Competition

The total market share of the three products probiotics, collagen, and vitamins is 53.64%, and the discussion is ‘far ahead’.

?

In the past year, the probiotic market has grown in tandem with market education, showing two significant growth jumps. The change in the growth rate of consumption in the probiotic market shows a K-shaped pattern. The market size of probiotics in the medium price range of 50-100 yuan has declined and competition has intensified. As consumer awareness has increased, it is recommended that brand businesses enter the market with their products.

?

In 2023, the probiotic market will see a large number of new brands entering the market, with domestic brands dominating. However, the average market share of foreign brands is steadily increasing, and the growth is particularly significant during major promotions. This category will continue to make a breakthrough during major promotions.

?

Common probiotic strains include Lactobacillus bifidus. There are two main ways to choose probiotic strains: selecting the ratio and developing a patent. At present, it seems that the selection of strains with a selected ratio and the selection of strains with self-developed strains have little effect on market performance. Brand owners can choose the way to develop probiotic strains according to their own research and development conditions. In terms of consumer groups, the most significant ones are sophisticated mothers, who are concerned about body shape, a beautiful abdomen and intestinal health. Next are the experienced middle class, who often need to maintain intestinal health and weight management during exercise and socializing. Brand owners can help their business by targeting these groups with the above scenarios and selling points.

?

02 Probiotics Market Analysis

The probiotic market in China is showing diversified development trends. Among these, the body shape management function and oral health function markets have become the bright spots of the market.

?

The oral health market has developed the most well in the probiotic derivatives market, with a market size growth rate of 93% year-on-year, mainly concentrated in the toothpaste category, which accounts for 92.9% of the market. The field of oral care has high growth potential, and probiotic tooth whitening, oral sprays, and tooth powder are categories to be developed.

?

Probiotics are a high-growth category in the women's health market, with sub-categories such as feminine wash, feminine care and sanitary napkins.

?

The market for gastrointestinal health has grown by 31% year-on-year, with probiotic health products accounting for 98% of sales. However, the concentration of leading brands has declined significantly, and competition within brands has intensified, making it a relatively competitive market. However, the pet probiotic market is growing rapidly and is an emerging industry with broad application prospects.

?

The children's growth market is showing a clear upward trend, with a year-on-year growth rate of 86%. The market share of the leading brands in this market is not far apart, and competition is fierce. The market for various dairy drinks and protein drinks containing probiotics is growing rapidly. Products that are easy for children to eat and are nutritious and healthy will be more popular in the market.

?

Camel milk powder also has a high year-on-year growth rate based on its large market volume. The market size in 2023 will be 2.5 times that of the previous cycle, and it is an advantageous category in application scenarios for the care of the middle-aged and elderly.

?

The main application scenario in the beauty and anti-aging market is probiotic patch masks, which account for nearly 80% of the market. Dr. Aier is a representative brand for probiotic beauty and anti-aging applications, accounting for nearly 80% of the market. The brand's operating categories are limited to patch masks, but it has also expanded into other skin care categories and has achieved considerable growth. The application of probiotics in beauty and anti-aging is gradually expanding. There are not only leading brands like Dr. Ai'er, but also brands such as VPI, which was established in 2018 and has developed popular probiotic lotions. The application of probiotics in beauty and anti-aging is in a period of rapid growth.

?

In 2023, the probiotic derivative market in China will show a diversified development trend. With consumers' increasing attention to health, the probiotic derivatives market is expected to continue to usher in greater development opportunities.