Insight into probiotics in intestinal health in 2020 From Ipsos
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In 2005, the world gastroenterology Organization (wgo) decided to set May 29 as the world intestinal health day, to remind people to pay attention to the body’s warnings and pay attention to intestinal health. The key to intestinal health is to keep the balance of intestinal flora. Probiotics can increase the number of beneficial bacteria in the intestine, maintain the dynamic balance of intestinal flora, which is beneficial to intestinal health. During the epidemic period, Academician Li Lanjuan said that microecological regulators (such as probiotics) can help intestinal microecological balance, and consumers’ attention to probiotics has reached a peak.
Ipsos is following the trend. By combining large and small data, the company has deeply insight into probiotics through social media listening and nearly 3000 quantitative surveys. The probiotics are deeply insight, and the “intestinal health probiotics insight report” is published in NHNE (China International Health and nutrition Fair). Li Minghui, senior research director of Ipsos China, was invited to participate in the meeting and share the consumers’ cognition of probiotics health products; the portrait of the population taking probiotics products; and the development of probiotics in the health care products in the future.
According to Ipsos data, immunity ranked second (38%) and intestinal health ranked eighth (26%) with dyspepsia, diarrhea and constipation as the main factors. In the human body, 70% – 80% of the immune cells come from the gut. Consumers will enhance their immunity through probiotics, and the people aged 25-35 are most concerned about intestinal health.
Probiotics had the highest recognition (51%) in the gastrointestinal / digestive health products. 39% of adults have taken gastrointestinal / digestive health products, and 28% of them will take probiotics (tablets, capsules, powder, etc.).
Due to the poor work and rest and diet problems, adults are prone to various intestinal health digestion problems. Probiotics is one of the priority means to improve and solve the gastrointestinal problems such as constipation. The main purpose of probiotics is to regulate intestinal flora balance (65%), maintain intestinal health (64%), and improve immunity (55%). However, older consumers aged 46-65 are more likely to improve their dyspepsia (59%) by taking probiotics.
At present, lyophilized powder preparation (63%) is the most popular probiotic product on the market, followed by capsule packaging (22%), which can reduce the loss of flora caused by gastric acid corrosion; oral liquid (10%) has the advantages of portability and convenience, which is also loved by consumers.
In terms of children’s health, parents are most concerned about their children’s “appetite”. Young children are most likely to have a variety of intestinal problems such as healthy digestion, probiotics is one of the most commonly used prevention and treatment methods for most parents. Among the people who took health care products for children, 37% of parents chose intestinal health products for them, and probiotics were dominant (28%). Parents hope to improve children’s immunity (63%), maintain intestinal health (61%) and mediate intestinal flora balance (57%).
Probiotics are more like a kind of health care ingredient that needs to be added during the growth process for the baby, helping the baby’s vulnerable and sensitive intestine to operate better. Considering the palatability, 59% of parents choose lyophilized powder / solid drinks for their children. At the same time, the new situation of adding probiotics to baby’s complementary snacks products has won the favor of parents.
According to the Ipsos social media research data, although the overall sound volume of adult probiotics and infant / child probiotics decreased in the first half of 2020 compared with the second half of 2019, they occupied a larger proportion of the whole category. At the same time, in the first half of this year, the volume of pet probiotics products increased, with a strong development momentum (+ 44.5%), and consumer awareness improved, which may become a new trend in the future.
In terms of information acquisition, consumers mainly obtain probiotics related information through experts or authoritative organizations. When purchasing, 80% of consumers will purchase probiotics through online platforms, such as e-commerce platform or brand official website, followed by offline channels such as pharmacies / pharmacies. In terms of brand selection, consumers prefer to choose well-known brands. At present, domestic brands occupy a dominant position, such as Tomson and Hesheng.
Adults have high satisfaction with the probiotics they and their children are taking; however, some consumers think that the probiotics on the market are of single taste and lack of innovation (33%); 27% of consumers think that there are few promotional activities.
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