Poultry International - April 2017 - 17

PoultryInternational ❙ 17

appear to have reached maturity. Looking at this
bigger picture, it is no wonder that new additives are
introduced each year and old ones continue to enhance
their claims. New companies also continue to emerge,
trying to market new and old products to a shrinking
clientele that is looking for immediate solutions now
more than ever. After all, we still do not know how to
replace antibiotics effectively, inexpensively and constantly; in other words, we have considerable room for
improvement and growth.
If we were to consider the business of gut health
additives for the next decade, we would have to ponder
over all possibilities, even the most extreme. It is logical to assume that each scenario has its own proponents, especially when jobs and businesses are affected
by the success or failure of all other possible scenarios.
This remains a fluid market where all outcomes are
possible. Here is what I believe could happen, in no
particular order.

1

Nothing will change

Antibiotics will continue to be
banned in even more countries, reaching a level where they will be
considered virtually withdrawn from
the global market. In contrast, the
current trend to use the existing gut
health additives will continue and even
increase. New additives will find it harder
to be registered and share a piece of this market.
According to most professionals, this is the most
likely scenario, at least for the foreseeable future.
Based on this assumption, many new players are
considering entering the market and others are expanding their portfolio, whereas only a few continue
to investigate new additives.
The real danger in such an outcome comes from
the consolidation in buyers and suppliers. A shrinking number of buyers (those who feed animals) will
look to buy an increasing number of additives from
a very small number of suppliers (manufacturers) -
hence the "supermarket" effect in which all suppliers
will sell all additives up to the point that these addiApril 2017 ❙ www.WATTAgNet.com

tives will become commodities with low margins and
standardized specifications. This will definitely benefit
the buyers, but it will ensure the same fate to smaller
additives suppliers as that experienced by most premix
manufacturers: extinction.

2

A super additive will emerge

This is the dream of every researcher
and additive supplier. It has happened
before, and it can certainly happen again.
Lamentably, this will also probably mean this new additive will enjoy a narrow window of success before
being copied, regulated or replaced by other products.
Being first is important, and additive suppliers acknowledge this fact by spending vast sums of money
on research. Some will ask what is left to discover, especially after the sprint of research activity in the past
20 years, and perhaps they are right. Others point to
the undisputable fact that new additives, even the best
ones, will have to face a battle uphill, not only against
fierce competition from other additives, but also from
an increasingly difficult regulation framework.
Despite all of these difficulties, and if I were to

Read more online: Good poultry gut health needs
a broad approach,
www.WATTAgNet.com/articles/24181
make a bold prediction here, I would say any new super additive would no longer be feed-borne; I believe it
will be something administered through the water, the
next frontier in nutrition and health management.

3

Microbes will produce their own
additives

It is surprising how many drugs and
additives are produced today by microorganisms, such as bacteria and yeasts. What if these
same additives and drugs were to be produced in the
gut by specifically designed microorganisms? Does
the world of direct-fed microbials (probiotics) hold
the key to our future?


http://www.WATTAgNet.com/articles/24181 http://www.WATTAgNet.com

Table of Contents for the Digital Edition of Poultry International - April 2017

Poultry International - April 2017
Contents
Editor’s Comment
News
Russian broiler producers facing flat growth in 2017
VIV Russia to showcase industry’s developments
Who will supply China’s growing appetite for poultry?
Gut health additives: four possible future scenarios
11 mycotoxin survey lessons to reduce poultry feed risks
When to use natural betaine in poultry diets
Reducing poultry processing waste maximizes yield, profits
Products
Marketplace
Advertisers’ Index
Poultry International - April 2017 - Poultry International - April 2017
Poultry International - April 2017 - Cover2
Poultry International - April 2017 - Contents
Poultry International - April 2017 - Editor’s Comment
Poultry International - April 2017 - 3
Poultry International - April 2017 - News
Poultry International - April 2017 - 5
Poultry International - April 2017 - Russian broiler producers facing flat growth in 2017
Poultry International - April 2017 - 7
Poultry International - April 2017 - 8
Poultry International - April 2017 - 9
Poultry International - April 2017 - VIV Russia to showcase industry’s developments
Poultry International - April 2017 - 11
Poultry International - April 2017 - Who will supply China’s growing appetite for poultry?
Poultry International - April 2017 - 13
Poultry International - April 2017 - 14
Poultry International - April 2017 - 15
Poultry International - April 2017 - Gut health additives: four possible future scenarios
Poultry International - April 2017 - BB1
Poultry International - April 2017 - BB2
Poultry International - April 2017 - 17
Poultry International - April 2017 - 18
Poultry International - April 2017 - 19
Poultry International - April 2017 - 11 mycotoxin survey lessons to reduce poultry feed risks
Poultry International - April 2017 - 21
Poultry International - April 2017 - 22
Poultry International - April 2017 - 23
Poultry International - April 2017 - When to use natural betaine in poultry diets
Poultry International - April 2017 - 25
Poultry International - April 2017 - 26
Poultry International - April 2017 - 27
Poultry International - April 2017 - Reducing poultry processing waste maximizes yield, profits
Poultry International - April 2017 - 29
Poultry International - April 2017 - 30
Poultry International - April 2017 - 31
Poultry International - April 2017 - 32
Poultry International - April 2017 - 33
Poultry International - April 2017 - Products
Poultry International - April 2017 - Marketplace
Poultry International - April 2017 - Advertisers’ Index
Poultry International - April 2017 - Cover3
Poultry International - April 2017 - Cover4
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