05.14.12
A new market analysis from Frost & Sullivan has found that the probiotic market earned revenues of $310.0 million in 2011 and is estimated to reach $522.8 million by 2018, thanks to increasing awareness about the benefits of consuming probiotics - a vital component that has catapulted the Southeast Asian probiotic fortified foods market into the league of the European and North American markets, which have high levels of productivity.
According to report, titled “Strategic Analysis of the Asia-Pacific Probiotic Cultures Market,” so far, most of the probiotics available in the market are unstable at room temperature. New technologies such as microencapsultion are addressing this shortcoming to enhance the lifetime and usability of probiotics. Scientists have been screening and identifying new strains that can withstand high and low temperature and be used in high-pressure applications.
However, these processes require considerable time and resources. They also involve rigorous and different approval methods for the registration of probiotic cultures fortified food. Once these improved cultures are developed and approved, manufacturers must roll out smart marketing strategies along with validated health claims supported by appropriate clinical trials.
“The current market trend is to use probiotic cultures to address specific conditions like allergy and travellers' diarrhoea and lower the risk of nosocomial infections in children,” said Nandhini Rajagopal, Frost & Sullivan’s senior research analyst. “The projection of probiotic fortified foods as a solution to improve gut health and enhance immune system will go a long way in driving the market, especially since the aging population is expected to increase in the next 20 years.”
Age-related physiological changes to the gut affect the protective abilities of the human intestine. The high number of people aged above 60 in Japan (29%) and Australia (19%) and the significant number of infants and children in Malaysia and Indonesia have created a substantial market for probiotic cultures.
"The future of probiotic cultures fortified foods is bright due to the indispensable nature of these products in enhancing health and wellness," noted Rajagopal. "The importance of developing customized probiotic strains for specific applications and the clear advantage of consuming probiotic fortified foods should be communicated to end users."
Manufacturers can make the most of the consequent rise in demand by developing strategic relationships to synergize their strengths and overcome individual company's weaknesses. Such alliances have been successful for the largest market participants, and could be replicated by other companies too.
According to report, titled “Strategic Analysis of the Asia-Pacific Probiotic Cultures Market,” so far, most of the probiotics available in the market are unstable at room temperature. New technologies such as microencapsultion are addressing this shortcoming to enhance the lifetime and usability of probiotics. Scientists have been screening and identifying new strains that can withstand high and low temperature and be used in high-pressure applications.
However, these processes require considerable time and resources. They also involve rigorous and different approval methods for the registration of probiotic cultures fortified food. Once these improved cultures are developed and approved, manufacturers must roll out smart marketing strategies along with validated health claims supported by appropriate clinical trials.
“The current market trend is to use probiotic cultures to address specific conditions like allergy and travellers' diarrhoea and lower the risk of nosocomial infections in children,” said Nandhini Rajagopal, Frost & Sullivan’s senior research analyst. “The projection of probiotic fortified foods as a solution to improve gut health and enhance immune system will go a long way in driving the market, especially since the aging population is expected to increase in the next 20 years.”
Age-related physiological changes to the gut affect the protective abilities of the human intestine. The high number of people aged above 60 in Japan (29%) and Australia (19%) and the significant number of infants and children in Malaysia and Indonesia have created a substantial market for probiotic cultures.
"The future of probiotic cultures fortified foods is bright due to the indispensable nature of these products in enhancing health and wellness," noted Rajagopal. "The importance of developing customized probiotic strains for specific applications and the clear advantage of consuming probiotic fortified foods should be communicated to end users."
Manufacturers can make the most of the consequent rise in demand by developing strategic relationships to synergize their strengths and overcome individual company's weaknesses. Such alliances have been successful for the largest market participants, and could be replicated by other companies too.
