China's probiotic market: Huge interest in products for weight management – Lumina Intelligence data

By Gary Scattergood

- Last updated on GMT

Lumina Intelligence launched this week. ©iStock
Lumina Intelligence launched this week. ©iStock
When it comes to consumer engagement and approval, probiotic products with weight management benefits top the list in China, according new data revealed by Lumina Intelligence.

It shows that products making weight claims have five times the number of reviews as other probiotic products.

Launched this week, Lumina Intelligence, part of William Reed, provides insights of high-growth food and nutrition markets, with the probiotics sector being the topic of its first report.

It provides data on a raft of markets, but we have honed in on China, where sales growth is rocketing.

We recently revealed that nearly half of all APAC probiotic sales​ are coming from the country, with its market size tipped to grow from US$8bn today to $15bn by 2025.

According to Lumina, bot only are probiotics for weight management frequently reviewed, they are also highly rated, indicating that customers are not only engaged but are happy with the effects.

“The high number of reviews is largely led by the brand Dayeonsu, a brand dedicated to weight loss products. With over 10% of the country being obese, China now has the highest number of obese individuals in the world.

"Weight management in China now not only being a concern of the individual, but has also grown to being a concern of the government, which has released a weight, diet and exercise plan dubbed ‘Healthy China 2030’ as it aims to reduce the country’s waistline,”​ notes Lumina.

The second most reviewed health benefit, is the broad benefit of improving gut flora, while the most common health claims are digestion, wellbeing and immunity.

High dosage

Furthermore, Lumina discovered that across the 20 countries it surveyed, China stands out for its heavy use of Lactobacillus animalis subs lactis ​and Lactobacillus rhamnosus​.

The data also shows a growing interest in probiotic products for infants, with analysts stating:" It appears that children’s products are a high-growth area to move in to, and is an area that is expected to boom in the next few years as more products hit the market.”

Also, contrary to the rest of the countries covered, where men have the highest average dosage by product, in China it is seniors whom have the highest daily dosages at 30 bn CFU per day.

“Dosages in China overall are very high, the average dosage being 15.4 bn CFU, and a high level of spread, standard deviation being 17.9,” ​adds Lumina.

Lumina’s probiotics insights includes:

  • Data on supplements, juice, skin care and kombucha – with 900 brands and over 1600 brand variants from 20 countries.

It also reveals:

  • How can your business tap into growth areas in the market, taking into account promising science and rising health concerns?
  • Which brands generate most consumer engagement in the online space and how can you compete?
  • Which health concerns and targeted populations should you zoom in on for successful brand portfolio diversification?
  • What should you prioritise when reformatting to satisfy demanding consumers? Complementary ingredients? Free from and/or clean label? Vegan sourcing?
  • How unique is each country in terms of strain diversity, dosages and delivery formats of the best-selling products?

Find out more here.

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