[straight news network Beijing on January 28, news, health times Hu Danping Wu Yuting) the original ten pieces of money can buy a big bottle of calcium now prices doubled, and many calcium species including oral liquid, granules, tablets, capsules, which known as "the calcium effect best" liquid calcium soft capsule compared to other formulations, higher than the price nearly a third. Calcium consumption increased rapidly

According to the Chinese industry information network survey data show that: from 2015 to 2010, the size of China's calcium market grew by more than 2 times, and is still expanding. 2014 calcium market sales of nearly 16 billion yuan, health care products market growth rate of 30% per year in growth." China Health Care Products Association, said Yin Zhichao, President of the application and promotion of health products. Network of information industry of China released the 2011-2015 China calcium health care products market market trends and investment outlook report "pointed out that China calcium products in the market before a few years reached 1.2 billion.

The hot market and huge consumer groups also locked the attention of many pharmaceutical companies. Recently, a listed company in Shanxi Zhendong pharmaceutical intends to 26 billion yuan acquisition of Beijing Kangyuan pharmaceutical, such a price for the acquisition of Beijing Kang far pharmaceutical is only a production of calcium products of non prescription drugs companies.

January 14, Pfizer China official website and micro letter published: Pfizer has completed the acquisition of xianle Pharmaceutical Co., Ltd., a wholly owned subsidiary of thousands of Forest Health Industry Co., Ltd. and thousands of forest brand series products. After the acquisition, Pfizer will get into at least 40 ready-made health food.

Advertising driven upgrade costs

Calcium products why so popular? According to the data from a survey of calcium health care products buyers, when asked about contributing to its purchase of calcium health care products, 56.7% of the respondents chose calcium advertising, 26.7% of the respondents choose the gift giving needs (and advertising driven), 16.6% of the respondents chose doctors and the recommendation of a friend.

"Advertising in the role of calcium supplements on the market is decisive, and even the entire health care products market can not be separated from advertising." Yin Zhichao says in calcium health care products market, there is an unwritten "unspoken rules": product to sell well, we must to do advertising. Advertising boost effect is obvious. BY-HEALTH and Caltrate were selected celebrities Yao Ming, Lang Ping as a spokesperson. Moreover, the form of advertising is also diverse, only to be stored in a number of well-known television drama implant soft.

According to the data display, 2011 Sanjing pharmaceutical sales expenses for the 997 million yuan, when the cost of advertising is 5.09 billion yuan; 2012 Sanjing pharmaceutical sales expenses of 12 billion yuan, and the cost of advertising time for 5.05 billion yuan. "Sanjing pharmaceutical is our domestic calcium by comparison of calcium agent brand, they each year in the calcium agent market advertising input is not less than 3 million." Yin Zhichao said.

Form a variety of high prices

Not only is the calcium, the domestic health care products are generally facing rising costs brought about by the price pressure. Yin Zhichao said that more and more people choose health care products as a gift exchange, so the business of product packaging costs will have to work, which is one of the reasons leading to price increases.

In addition, in recent years, with the influx of foreign calcium agent brand in the domestic market, including liquid calcium, calcium capsule dosage forms in the inner layer that is not poor, calcium prices have gone up.

While the same calcium, between domestic brands and foreign brands price also has a large gap. Reporter contrast two bottle of calcium, calcium carbonate as the main ingredient, domestic brands is 2.5G * 110 pieces of a bottle, the price is 49 yuan; foreign brands is then x 100 a bottle, the price is 65 yuan.

In fact, the gap between domestic brands calcium and foreign brands of calcium is not only on the price difference. "Foreign health care products listed before the need to go through a lot of facts, in terms of its safety and effectiveness of data support, and enterprise investment in this area is the most lack of domestic enterprises." Yin Zhichao said, in the face of foreign calcium agent brand, lack of the same weakness as well as the domestic calcium agent brand deficiencies in innovation and R & D and production technology. This will also be domestic calcium agent production enterprises urgent force field.

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Calcium should be balanced

PLA 309 hospital nutrition department director Zuo Xiaoxia explain the effect of calcium is determined by the form of calcium, dosage forms and health products less relevant. The most economical way is through the calcium diet, this is the most natural, safe and effective way. Our common five kinds of calcium rich foods: aquatic products, bean products, dairy products, dark colored fruits and vegetables and nuts. If these five types of food can be adequate intake, not only to ensure that the intake of calcium, but also to achieve nutritional balance. 3

(original title: why calcium health care products in China continue to rise in price?)

Editor: Qin Feng

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