With the awakening of the concept of national health and the improvement of consumption level, the lactic acid bacteria market is also rising rapidly, and it is also the key for dairy companies to seize the market.
There are not only Yili, Mengniu and other dairy giants to promote products, but also Panpan, Wahaha and other industry giants to promote new products, as well as Haidilao cross-border market grabs. With the entry of many dairy companies into the lactic acid bacteria market, consumers are also provided with more product choices.
Create scene consumption
At present, the speed of development of lactic acid bacteria beverages in China is very fast, and JuneYao Health has successfully landed on A shares with the "taste power", a large single product of lactic acid bacteria. According to the financial report, from 2017 to 2019, the "taste power" room temperature plastic bottle series accounted for more than 80% of the revenue.
According to the national standard, lactic acid bacteria beverages are products made of fresh milk or dairy products as raw materials through the cultivation and fermentation of lactic acid bacteria, and then add water, sugar liquid and other concocted products.
The "Dairy Finance" query found that lactic acid bacteria beverages pay more attention to creating scene consumption in addition to the continuous subdivision of this category.
For example, Yili's lactic acid bacteria products include "Chang Light", "Chang Yi", "Every Yi Tian", "Yi Consumption", etc., and each of them has achieved remarkable results in popularity and sales. Among them, Changyi 100% also launched a 1.25L large bottle, which is aimed at consumption scenarios focused on young people such as parties and dinners.
Mengniu has products such as "Youyi C", "Yogurt", "Sour Milk Go Chang", "Light Balance". Among them, Youyi C leverages the "net red" effect of new tea drinks to attract the attention of more young consumers and open sales in catering channels.
Junlebao "Daily Live Bacteria" and "Junchang" are all lactic acid bacteria products, and the newly launched "Fruit Fiber Junchang" adds fruit grains, 0 fat, can be stored at room temperature, and diversified scenes to drink.
There are also cross-border layout lactic acid bacteria beverages, such as Haidilao launched a new lactic acid bacteria beverage, the product is 330ml specifications, there are original and strawberry two flavors, using slender bottles, simple packaging style, with distinct recognition.
With the prosperity of the hot pot industry, it has also saved a lot of costs of lactic acid bacteria beverage cultivation and scene education.
It is not difficult to see that scene creation is the focus of enterprises to promote new ideas! Although lactic acid bacteria beverage is a traditional category that has developed for many years, it has developed in the direction of rejuvenation and diversification through innovation in consumption scenarios and other aspects.
Functional development
After experiencing a spurt of development, the lactic acid bacteria beverage industry is facing serious problems of product homogenization and functionalization, which makes the industry enter a deep reshuffle stage.
Whether from the market or the consumption side are calling for the emergence of lactic acid bacteria upgrade products, in this context, in order to create product differentiation, the development trend of functionalization of this category is particularly obvious.
In 2019, Pan Pan Food launched a "children's strong" lactic acid bacteria drink, which is also the first children's lactic acid bacteria drink with lactoferrin in China. Lactoferrin is known to be a key component of the innate immune system.
Wahaha out of the children and adolescents of the myopia rate of the increasing market insight year by year, launched a lactic acid bacteria category of upgraded products "Jiong Jiongjun", especially add lutein, taurine and other ingredients, can improve eye nutrition, effectively alleviate the function of visual fatigue. This functional lactic acid bacteria product is still relatively rare in the market.
As consumers pay more and more attention to the functionality and health of food and beverages, lactic acid bacteria beverages, as healthy and nutritious functional drinks, tend to improve their status in the beverage industry, promoting the good growth of the industry.
But it is worth noting that lactic acid bacteria drinks play a role in helping intestinal health, but in fact, lactic acid bacteria drinks are too high in sugar, and whether they are really healthy has also caused a lot of discussion.
It is reported that at present, more than 90% of the enterprises that produce probiotic milk drinks are producing some products with high sugar content, and high sugar will lead to fragile teeth and obesity, and low glycation is the future trend of probiotic milk drinks.
There are many brands of lactic acid bacteria beverages
The lactic acid bacteria beverage market is mainly divided into room temperature lactic acid bacteria beverages and low temperature lactic acid bacteria beverages. The difference between room temperature lactic acid bacteria and low temperature lactic acid bacteria drinks is mainly that the lactic acid bacteria have been inactivated during the thermal sterilization process stage of the production process.
According to Euromonitor International data, in the five years from 2015 to 2019, the domestic ambient lactic acid bacteria beverage market grew from 7.72 billion yuan to 14.88 billion yuan, with a compound growth rate of 17.8%.
Milk-containing beverages, especially ambient lactic acid bacteria drinks, have grown rapidly in recent years, and the industry profit margin is high, attracting more companies and brands to join the competition.
JuneYao Health is a leading brand in the ambient lactic acid bacteria beverage industry. And dairy products and milk-containing beverages as the main business, and has a certain reputation in the dairy industry. For enterprises such as Yili and Guangming, lactic acid bacteria beverages are not the main business.
At present, room temperature lactic acid bacteria drinks include Yili Changyi, Wahaha lactic acid bacteria drinks, Wandashan lactic acid bacteria drinks, small samples of small lactic acid, Mengniu GO Chang, JuneYao Flavor Power, Junle Bao Junchang and so on.
Low-temperature lactic acid bacteria beverages include Mengniu Youyi C, Yili Per Yitian, Yakult Active Lactic Acid Bacteria Drink, Junlebao Daily Live Bacteria, Yakult Multi-Live Bacteria Lactic Acid Bacteria Drinks, etc.
The data shows that in 2016, the number of ambient lactic acid bacteria beverage brands has reached about 100. After 2017, under the attraction of high profits, some dealers operated their own brands through OEM, and small factories also joined, and the number of brands further increased.
However, as many dairy companies enter the lactic acid bacteria market, consumers are also provided with more product choices.
There is a lot of chaos in the industry
In the era of great health, everything related to health will have its own flow attributes, and lactic acid bacteria drinks are also among them.
At present, There are many categories of lactic acid bacteria beverages in China, but the brand concentration is not high, coupled with the low entry threshold of the industry, the quality of products is uneven, and the industry is slightly chaotic.
There are several cases of unqualified lactic acid bacteria drinks in Shandong, and most of them are room temperature lactic acid bacteria drinks "back pot".
Previously, the Beijing Municipal Bureau of Market Supervision recently notified 16 batches of unqualified food, and 2 batches of "first drink" yogurt drinks produced by Shandong Chujiu Biotechnology Co., Ltd. were notified because the protein content was lower than the standard value.
The Yiyuan County Market Supervision and Administration Bureau conducted a food safety supervision and sampling inspection of 16 production and operation enterprises in the county, and found 2 batches of unqualified foods, among which the "no pigments" in the label of the lactic acid bacteria beverage food operated by the fruit and vegetable supermarket in Dongli Town, Yiyuan County, were not marked in accordance with the requirements of GB7718-2011 4.1.4.2 The content of the ingredients in the finished product was unqualified.
In May last year, the website of the Shandong Provincial Market Supervision and Administration Bureau published a report on the unqualified situation of 21 batches of food, which showed that the total number of colonies in the peppa pig lactic acid bacteria beverage produced by the labeled production enterprise of Wang Junming Department Store in Shizhong District, Zaozhuang City, was unqualified for the total number of colonies in the Peppa Pig Lactic Acid Bacteria beverage produced by Liaocheng Haojiayi Biological Dairy Co., Ltd.
In addition, the existing domestic lactic acid bacteria beverage standards have not been updated for many years, and the current implementation of the standards issued in 2008.
Industry experts pointed out that some key indicators in the national standards for lactic acid bacteria beverages are low, making a wide variety of lactic acid bacteria beverages flood the market. If the new national standard can be in line with international standards, the market is expected to be regulated.