久谦中台：2026年益生菌行业机会洞察报告（精华版）

Core Insights - The report highlights a structural transition in the probiotic industry from "traffic dividends" to "efficacy platforms," indicating a high-growth and high-premium phase in the market, driven by patented strains and fast-moving consumer goods formats [1][2][6] - The industry is entering a "premium-driven" cycle, with a projected CAGR of 14.2% in sales from 2023 to 2025, significantly outpacing the 2.4% growth in volume, with price increases being the main growth driver [1][14] - The competitive landscape is shifting, with domestic brands like Wonderlab gaining market share while traditional imported brands are losing ground, and efficacy-specific products are replacing general-purpose ones [1][20] Market Overview - The probiotic market is experiencing a significant increase in average prices, with the average price across three major platforms concentrated between 172-185 yuan [1][17] - Sales data indicates that the market is moving towards a premium-driven cycle, with sales growth becoming more reliant on price increases rather than volume [1][14] - The report notes a clear channel differentiation, with platforms like Douyin achieving both volume and price growth, while traditional e-commerce faces pressure [1][17] Efficacy Segmentation - There are 14 efficacy segments showing differentiated growth patterns, with categories like blood sugar management and pregnancy gaining traction, while others like weight loss face potential risks due to price increases and declining volumes [2][24] - The report emphasizes the importance of scientific logic in efficacy combinations, with successful pairings like gut health and weight loss, while incompatible combinations struggle [2][28] User Behavior Insights - Female consumers hold over 90% of purchasing decision power, with key user segments including working professionals and health-conscious individuals [2][24] - Consumption triggers are often linked to specific scenarios such as post-meal or after late nights, indicating a need for targeted marketing strategies [2][24] - Trust in products is shifting from brand loyalty to reliance on strain efficacy and clinical data, with testing reports and patent certifications becoming essential for consumer confidence [2][24] Industry Development Logic - The core logic of industry development has been restructured, focusing on high-premium scenarios for growth, building trust through hard evidence rather than excessive marketing, and enhancing customer retention through experience optimization [2][28] - Brand owners are encouraged to adopt a full lifecycle management approach, while raw material suppliers should focus on functional combinations and experience enhancement [2][28]