03.02.10
A new report from Business Insights explores the development of the probiotics market, fiscal growth, health applications, product innovations, regulatory pressures and the future of the category.
“Probiotics Success Strategies in Food and Drinks: Novel applications, future R&D and consumer engagement,” indicates that probiotics have been a functional component of health foods for almost 100 years, although no legal definition exists for the term probiotic.
The application of probiotics has extended to a wide range of delivery formats in food and drinks, and they are marketed on multiple health-enhancing platforms. As the level of science increases behind the use of foods offering health benefits, consumers will continue to search for new products promising additional advantages beyond taste and convenience. This is supported by the fact that the consumption of products offering health benefits is increasing significantly.
The report is part of Business Insights’ Ingredients Series, which identifies key trends in ingredients and future innovation and growth opportunities.
Some of the key issues covered in the report include:
The impact of EU health claims regulation: For manufacturers willing to invest a significant portion of their R&D budget into the health claims assessment process within the EU, success will offer significant competitive advantage given the number of rejected claims so far.
The cultural difference in probiotic acceptance: After only two years on the market, Kraft’s attempt to extend the U.S. probiotic market was unsuccessful. Although Kraft’s expertise lies in formulation and distribution, it overlooked some key success factors for the functional food category.
Difference in marketing strategies: Yakult has been successful for many reasons including its focus on one health message, its long-term investment in functional drinks, and specifically it’s direct-to-consumer approach to selling. In comparison, Danone's Actimel was differentiated on taste and has increased its awareness with consumers at a time when they are looking for choice within the probiotics market.
Emerging trends in the probiotic market: Consumers often have personal and defined health goals. Providing differentiated products will help manufacturers gain consumer loyalty and stand out from competitors. The use of probiotics offers this opportunity due to their unique impact on specific health areas such as immunity, allergies and skin health.
Repeat purchase drivers and probiotics: The fact that consumers can “feel the benefits” has driven repeat purchasing of probiotic products and with the emergence of probiotics for skin and weight management it may soon be a case of “feel and see” the benefits.
“Probiotics Success Strategies in Food and Drinks: Novel applications, future R&D and consumer engagement,” indicates that probiotics have been a functional component of health foods for almost 100 years, although no legal definition exists for the term probiotic.
The application of probiotics has extended to a wide range of delivery formats in food and drinks, and they are marketed on multiple health-enhancing platforms. As the level of science increases behind the use of foods offering health benefits, consumers will continue to search for new products promising additional advantages beyond taste and convenience. This is supported by the fact that the consumption of products offering health benefits is increasing significantly.
The report is part of Business Insights’ Ingredients Series, which identifies key trends in ingredients and future innovation and growth opportunities.
Some of the key issues covered in the report include:
The impact of EU health claims regulation: For manufacturers willing to invest a significant portion of their R&D budget into the health claims assessment process within the EU, success will offer significant competitive advantage given the number of rejected claims so far.
The cultural difference in probiotic acceptance: After only two years on the market, Kraft’s attempt to extend the U.S. probiotic market was unsuccessful. Although Kraft’s expertise lies in formulation and distribution, it overlooked some key success factors for the functional food category.
Difference in marketing strategies: Yakult has been successful for many reasons including its focus on one health message, its long-term investment in functional drinks, and specifically it’s direct-to-consumer approach to selling. In comparison, Danone's Actimel was differentiated on taste and has increased its awareness with consumers at a time when they are looking for choice within the probiotics market.
Emerging trends in the probiotic market: Consumers often have personal and defined health goals. Providing differentiated products will help manufacturers gain consumer loyalty and stand out from competitors. The use of probiotics offers this opportunity due to their unique impact on specific health areas such as immunity, allergies and skin health.
Repeat purchase drivers and probiotics: The fact that consumers can “feel the benefits” has driven repeat purchasing of probiotic products and with the emergence of probiotics for skin and weight management it may soon be a case of “feel and see” the benefits.