According to Euromonitor data, the global probiotic market is worth about 40 billion euros in 2019. The Chinese probiotic market is growing at an average annual growth rate of 15%, and it is expected to reach a size of nearly 90 billion yuan in 2022 ^[1]. As one of the fastest-growing segments, the probiotic market in China has been booming in recent years especially since the outbreak of the COVID-19 epidemic because of people’s increasing attention on enhancing immunity.

On July 10, Chinese dairy company Ausnutria launched the new “Aunulife” probiotic series, marking its further move to build itself as “the world's most reliable formula milk and nutrition health company.”

Product information

Aiming at the health needs of different consumer groups, “Aunulife” probiotics series provide three segmented products of "blue box", "pink box" and "yellow box."

An upgraded probiotic product

According to “Aunulife” introduction, based on probiotics, prebiotics and nutrients, the new product series add “Ying Yang Yuan” (滢养元), also called “Totipro postbiotics powder ^[2],” a product developed by Taiwan-based Glac Biotech Co., Ltd which can effectively inhibit multiple harmful bacteria, promote the growth of beneficial bacteria and the digestion and absorption of nutrients. It is the most direct component for regulating the health of the human intestinal tract ^[3]. The adding of this new ingredient represents a further upgrading of probiotic products, which have mainly undergone three-generation evolving processes of probiotics, probiotics + prebiotics, probiotics + prebiotics + nutrients ^[4].

In addition, “Aunulife” probiotics will be operated by the Kabrita team under Ausnutria. Kabrita has already been a signature brand under Ausnutria. Its goat milk powder products have been sold to more than 60 countries and regions, with sales of nearly 3 billion yuan in 2019. It has accounted for more than 60% of the sales share of imported infant goat milk powder in China for two consecutive years ^[5].

With Kabrita's excellent sales service network, strong precision marketing system and high-quality and high-volume terminal activities, “Aunulife” is expected to become the next Kabrita.

Ausnutria’s ambition in the health industry

As early as 2015, Ausnutria has put forward the development strategy of "Golden Decade", and set up the mid-term goal of "becoming a leading company in infant formula milk powder and high-end nutrition in 2019-2021", and the probiotic business is an important part of the med-term goal ^[6].

In July 2019, Ausnutria indirectly acquired a 26.1% interest in Glac Biotech Co., Ltd. through convertible bonds, and acquired all equity in Aunulife Pty Ltd, a wholly-owned subsidiary of Glac Biotech. The acquisition strengthened Ausnutria's R&D and supply base in the field of probiotics. As the manufacturer of “Aunulife” probiotics, Glac Biotech is a member of the international probiotic organization IPA and ISAPP. It has patented microencapsulation and freeze-drying technology and a complete and advanced functional probiotic strains library ^[7].