---
title: "Lactic Acid Bacteria Water: Another New Product Destined to Be Ruined"
description: "Driven by ambient lactic acid bacteria beverages and light-flavored waters, the market has seen a surge of new lactic acid bacteria water products. However, this category lacks scientific basis, faces intense competition, and is likely to be short-lived, making it an unpromising new segment."
author: "邹文武"
publisher: "New Distribution"
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published: "2016-09-29"
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# Lactic Acid Bacteria Water: Another New Product Destined to Be Ruined

> Driven by ambient lactic acid bacteria beverages and light-flavored waters, the market has seen a surge of new lactic acid bacteria water products. However, this category lacks scientific basis, faces intense competition, and is likely to be short-lived, making it an unpromising new segment.

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In the past two years, driven by ambient lactic acid bacteria products and light-flavored waters, the market has seen continuous innovation in lactic acid bacteria beverages. In the spring of 2016, Uni-President launched its new product Shui Qu Duo, taking the lead in positioning itself in the lactic acid bacteria water sub-category. Following Uni-President's Shui Qu Duo, Junyao Group Shanghai Food Co., Ltd. also launched a new product—Wei Dong Li Qin Yin, and competition in the "lactic acid bacteria water" sub-category may accelerate!
At the same time, regional brands are also targeting the lactic acid water market with product innovations, such as Xiaoyang's Lactic Acid Salt Water and Wushang's Lactic Acid Bacteria Water, which are also starting to make efforts in the lactic acid bacteria water market. At a time when the beverage market continues to decline, lactic acid bacteria water seems to have become a way out for companies overnight.
**So, will lactic acid bacteria water become another growth point in the beverage market after vitamin water and lactic acid bacteria beverages?**
**Lactic acid bacteria water is an uninnovative "off-season" category**
First, old wine in a new bottle.
These products are nothing more than a resurrected zombie category with a limited product life cycle. If companies want to promote this as a strategic product, the prospects are very bleak and unpredictable. At the Chongqing Sugar and Wine Fair at the end of 2014, various lactic acid bacteria beverages were launched, and the entire industry felt that the future of lactic acid bacteria beverages was bright. However, after two years of development, they quickly faded away.
The ambient lactic acid bacteria beverage market did not take off, not because of issues with the lactic acid bacteria itself, but because market competition has entered an era of quality. More and more large enterprises are entering the lactic acid bacteria beverage market, leaving no opportunities for new entrants. By analogy, lactic acid bacteria water, as an ambient lactic acid bacteria product added to water, will also find it difficult to gain market recognition and favor. It may ignite some passion temporarily, but it cannot become the hope of the industry.
Second, what grows quickly dies quickly.
When a category becomes the new darling of the industry, it inevitably attracts various companies to follow. Without a pillar brand to support the category, it is easily ruined by small follower companies. Everyone waves the banner of lactic acid bacteria water, bringing various problems to this emerging category, such as inconsistent product standards, which plants landmines for the growth and development of the category.
Everyone is joining the lactic acid bacteria water market, quickly intensifying its prosperity and rapidly pushing the category into maturity. However, once negative news or poor sales appear, the category will quickly die out. Just like the maca products that surged two years ago, their rapid rise led to their rapid decline.
Finally, the category lacks scientific basis.
With increasing attention to intestinal health, products containing probiotics are becoming more popular, but some products actually have no live bacteria, and a large amount of advertising misleads consumers. Take lactic acid bacteria water as an example: first, look at the shelf life: 12 months; second, look at the storage conditions: ambient storage. From this, one should understand that any beverage that can be stored at ambient temperature for such a long time is undoubtedly a product that has been sterilized at high temperatures. Clearly, these ambient lactic acid bacteria water beverages do not contain active probiotics. The nutritional value of lactic acid bacteria water itself is very low, and without live bacteria, to put it bluntly, it is just yogurt-flavored sugar water.
According to research by food science master Zhu Junwei, drinking this kind of lactic acid bacteria water is just for novelty; it's okay to taste, but if you rely on it to supplement probiotics for the human body, forget it.
From this perspective, lactic acid bacteria water is a blatant off-season category. Although the improvement in taste allows lactic acid bacteria products to be enjoyed in the hot summer, its inherent unscientific nature, coupled with the hasty entry of many brands, means this category is destined not to go far and become a more sought-after category in the market.
**Lactic acid bacteria water is an insincere "overestimated" category**
First, what is lactic acid bacteria water?
When lactic acid bacteria water first launched, there was a saying in the industry: "Lactic acid bacteria + milk = Yakult," "Lactic acid bacteria + water = lactic acid bacteria water." Like Yakult, the concept of lactic acid bacteria water originated in Japan, where it is highly accepted. Lactic acid bacteria water is not simply lactic acid bacteria plus water; it uses a strain to ferment whey protein, then dilutes the fermentation liquid into water to form a beverage. Whey protein, as a high-quality protein, is fermented and decomposed into amino acids that promote intestinal health, thus providing certain health benefits.
Second, comparative analysis of lactic acid bacteria water products:
Brand | Product | Price | Origin | Slogan | Category
Uni-President Shui Qu Duo | Fermented with Lactobacillus LV108 from Bama, the hometown of longevity in China | 6 | Guangzhou | A bottle of interesting water | Lactic acid bacteria flavored beverage
Junyao Qin Yin | Made with imported skim milk powder and fermented with unique lactic acid bacteria | 5 | Shanghai | Not just exercises for your stomach | Lactic acid bacteria flavored beverage
Suntory Qin Ru Shui | Uses whey fermentation liquid for a purer yogurt flavor, with a clear appearance and yogurt taste | 5 | Shanghai | Clear appearance, yogurt flavor | Fermented milk flavored beverage
Xiaoyang Lactic Acid Salt | High-concentration lactic acid bacteria fermented beverage base, Australian snow crystal salt, added electrolytes, added multiple vitamins | 4 | Quanzhou | Light exercise, more happiness | Vitamin fruit-flavored beverage
Wushang Shui Wei Meng | Fermented with whey protein, fresh taste, more like water! | 5 | Hangzhou | Helps rub your belly | Lactic acid bacteria fermented milk-flavored beverage
In general, the current five major lactic acid bacteria water brands are all flavored milk beverages. There is no true lactic acid bacteria water yet. The current concept of lactic acid bacteria water is just a marketing concept and has not risen to the level of a product concept. Therefore, in terms of technical standards and product barriers, there is nothing to praise in the market. The differences are only in raw materials and taste, but the products are easily imitated, which is not conducive to market advancement.
Finally, the promotion of the lactic acid bacteria water market.
The current market positioning of lactic acid bacteria water is mainly in the mid-to-high price range of 4-6 yuan, higher than the 2 yuan price of ordinary purified water and the 3 yuan price of light-flavored water, basically aligning with Red Bull functional drinks. The target consumers are mainly fashionable young people. Starting the lactic acid bacteria water category at such a high price not only faces competition from the lactic acid bacteria market but also from light-flavored water. The numerous substitutes of purified water make the introduction of lactic acid bacteria water extremely difficult. From the overly high market expectations for Xiaoyang Lactic Acid Salt to the fact that Junyao and Uni-President are no longer actively promoting lactic acid bacteria water, it can be seen that the current lactic acid bacteria water market faces huge challenges and is unlikely to become a successful new category in the market.
As a supplement to the light-flavored water market, the launch of lactic acid bacteria water has broken the original market layout and stands out in a new sub-category. But as a new sub-category launched this year, how much room for growth does lactic acid bacteria water have? How far is the road ahead? Will it become another major product after light beverages?
**Now let's take stock of the five major lactic acid bacteria water brands currently on the market.**
**Uni-President Shui Qu Duo: A bottle of boring water**
Uni-President Shui Qu Duo originally came with high expectations from the company. In recent years, Uni-President's Sea World succeeded, so Shui Qu Duo also received a lot of praise and anticipation. But as an interesting water, Shui Qu Duo, whether in packaging or brand appeal "A bottle of interesting water," is really boring. Although the bottle shape and design are simple and direct, compared with Sea World and Xiao Ming Tong Xue, Shui Qu Duo does not express the interesting characteristics of the product, nor does it reflect the charm that lactic acid bacteria water brings to people. Therefore, although Uni-President launched Shui Qu Duo first, its market performance was not as outstanding as imagined, and even somewhat failed. Especially the 6 yuan price point, which directly goes to fight with Red Bull, leaves no room for the new product to calmly "die."
It is precisely Uni-President's play in the lactic acid bacteria water market that made many "pigs" who think they can ride the wind happily enter this field and regard the lactic acid bacteria water market as the "wind" to save the beverage market. In fact, Uni-President didn't even think clearly about why they entered the lactic acid bacteria beverage market. This stir forced the original lactic acid bacteria beverage giants to follow into the lactic acid bacteria water market.
**Xiaoyang Lactic Acid Salt: Heavy exercise, more suffering**
The first to be hit was naturally the new star of ambient lactic acid bacteria—Hao Cai Tou. It can be said that before Uni-President launched lactic acid bacteria water, Xiaoyang was also planning lactic acid salt products. On the surface, it's just a one-word difference, but in fact, there's no real difference; it's just an extra small addition. Anyway, it's all the same thing.
A person who has just achieved some success inevitably thinks too highly of themselves, especially when others are not in a good environment. Xiaoyang is a typical example of overestimating oneself. Taking advantage of its rapid rise in the lactic acid bacteria market in the past two years, to consolidate its position in this field, it naturally responded earliest to the launch of Shui Qu Duo. But the result was indeed miserable. After all, without thoroughly understanding one direction, blindly responding to a giant's provocation, spending huge investments and energy, the harvest was not only their own pain but also the giant's secret joy. Xiaoyang Lactic Acid Salt is such a new product that brings joy to others and suffering to itself.
Moreover, although Xiaoyang is in the lactic acid salt water market, and there is the success of Yandian Water in the Fujian market, if the market had advanced steadily, there would be no problem, and it could have been a good helper for Xiaoyang. But the speed of promotion at the 2016 Spring Sugar Fair was too fast, so that before they could think clearly, they were dragged forward by the chariot. Until they realized that this is not "light exercise, more happiness," but "heavy exercise, more pain." The market was not as beautiful as imagined. By then, it was too late; the market had entered the closing stage, and Xiaoyang had to bear the unpaid expenses and labor costs in various places.
To be honest, Xiaoyang Lactic Acid Salt has good product innovation, a bit like the Ta Ta Shui of that year, but clever tricks cannot achieve great things. From the advertising appeal, "Light exercise, more happiness" doesn't feel like an advertisement at all; it's more like an ad for a Jinjiang sports shoe brand. Xiaoyang is not selling lactic acid salt water; it's more like selling sports shoe water. If Xiaoyang launched a sports version of water or running shoes, perhaps it could turn the brand assets accumulated from "Light exercise, more happiness" into sales revenue, allowing young people to wear Xiaoyang sports shoes, drink Xiaoyang lactic acid salt water, and do happier exercise.
**Junyao Qin Yin: Not just exercises for your stomach**
The second to be hit was the lactic acid bacteria beverage giant Junyao. As a giant in lactic acid bacteria beverages, Junyao's Wei Dong Li has performed commendably in the past two years, and its market building is well-reputed. Many distributor friends around me have made money from Wei Dong Li, which is truly commendable in this economic environment. So Junyao had no choice; they couldn't just watch Shui Qu Duo become the second Sea World and remain indifferent. So before long, Junyao also launched its own lactic acid bacteria water product.
But this was just a defensive follow-up. Junyao did not inject too many marketing resources into this product, unlike Xiaoyang, the reckless newcomer, which suddenly attacked nationwide and ended up burning itself. The old ginger is still spicier, and marketing is even more so.
So as a follower in lactic acid bacteria water—Junyao Qin Yin—its appeal is very close to lactic acid bacteria—"exercises for your stomach"—but its image is too far from water—lacking the freshness and agility of water. Junyao Qin Yin still brings the consumption stimulus of lactic acid bacteria. In general, Junyao Qin Yin is not making lactic acid bacteria water but another lactic acid bacteria with changed packaging and removed color. More education can only remind people of lactic acid bacteria beverages, making it difficult to establish the value of the lactic acid bacteria water category. So from the appeal, there is no problem, but from the perspective of a new category, it is an extremely brainless expression.
**Suntory Qin Ru Shui: Clear appearance, yogurt flavor**
Suntory Qin Ru Shui, as the third brand to follow in the lactic acid bacteria water category, is indeed beyond my imagination, but it was forced to do so. Who let the same-city Junyao have a Qin Yin? What should Suntory's new products like Qin Ning Shui do? If Qin Yin succeeds and then enters the Qin Ning Shui market, wouldn't they be waiting to be cleaned up? Forced by circumstances, they had to respond, so Suntory's Qin Ru Shui came late and ultimately locked onto the East China market, without making too big a market plan. As long as Junyao Qin Yin doesn't touch Suntory's cheese in East China, you can do whatever you want. Anyway, lactic acid bacteria water is not something I must do, and I don't have any lactic acid bacteria products to upgrade.
Among these lactic acid bacteria water products, I personally think Suntory's Qin Ru Shui is a bit too "licentious," feeling like selling human milk, not water at all. From the appeal "Clear appearance, yogurt flavor," it goes straight to the point—I am a very clear and transparent yogurt-flavored water. The yogurt flavor directly arouses the purchase desire of many yogurt lovers, so the product appeal is consistent with the product, making it a conscientious product. Compared with the subtlety and brainlessness of the previous products, Suntory Qin Ru Shui directly targets the target group—yogurt lovers. In addition, the clear appearance and yogurt flavor are consistent with the packaging and taste characteristics of the product, accurately capturing the target group with color and taste.
**Wushang Shui Wei Meng: Helps rub your belly**
Wushang, this troublemaker, I haven't paid much attention to it, because I don't know much about it, so I won't comment too much here.
Although I don't know Wushang deeply, from the hype of Wushang Shui Wei Meng, it has indeed attracted some attention. But calling Shui Wei Meng the leader of the future wind, I just want to say: Dear, are you drunk? The bitterness swallowed by Xiaoyang Lactic Acid Salt is still being digested, and now talking about Shui Wei Meng standing at the top of the world is indeed a bit crazy.
First, the wind of lactic acid bacteria water has not yet come. Even if it comes, the giants ahead have already taken their seats, and many small enterprises in Henan and Hebei are lining up behind, waiting for you to "make trouble." The bigger the trouble, the better, because anyone can produce a lactic acid bacteria fermented milk-flavored beverage.
Second, the name Shui Wei Meng is warm and cute, but the brand appeal "Helps rub your belly" is hard to perceive, and it has the suspicion of imitating Junyao Qin Yin and other lactic acid bacteria beverages, making it difficult to establish independent brand recognition. The design uses a hugging bottle shape, which is also leading in the industry, at least more interesting and better than Uni-President Shui Qu Duo, being both warm and intimate. However, the appeal is not direct and refreshing, making people confused and unable to recognize the essence of the product. Such an appeal, separated by a layer of belly, is not as simple, rough, and direct as Junyao Qin Yin.
In summary, from the layout of Uni-President and Junyao, it is not difficult to see that lactic acid bacteria water is an upgrade in the "post-era" of lactic acid bacteria beverages and an innovation under the trend of light beverages. But from the overall market performance, lactic acid bacteria water will soon become a new product that is ruined, and the market prospects are not promising.
Source: Jin Xiao Shang (ID: jin-xiao-shang)
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## Citation metadata

- Publisher: New Distribution
- Author: 邹文武
- Published: 2016-09-29
- Canonical: https://xinjignxiao.com/en/articles/lactic-acid-bacteria-water-another-new-product-destined-to-be-ruined-39bf98aa/
- Original source: https://mp.weixin.qq.com/s/lvrhj0FOWQcNpccCT55aKw

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