Probiotics Success Strategies in Food and Drinks: Novel applications, Future R&D and Consumer Engagement
NEW YORK, Nov. 4, 2010 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:
Probiotics have been a functional component of health foods for almost 100 years, although no legal definition exists for the term probiotic. Probiotics are tiny microorganisms which confer a series of innate health benefits to the host, and have numerous applications in both food and drugs.
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 increasingly search out new products promising additional advantages beyond taste and convenience.
Key features of this report
• Analysis of the emerging roles that probiotics are playing in health and disease and examples of their first commercial applications in the functional foods and drinks market.
• Insights into the current marketing and formulation strategies of the leading probiotic products and brands which are setting the pace for marketing the benefits of probiotics.
• Review of legislation and litigations currently impacting the marketing of probiotic based foods and beverages within the EU and USA.
• A breakdown of the growth of the probiotic based food and drinks in the USA, EU and Japan and the forecasted growth within specific EU countries. Per capita growth and current sales revenues are assessed including the share of products launched within specific food categories i.e. dairy versus snacks.
Scope of this report
• A comprehensive review of the scientific basis of probiotics as health enhancing foods including their specific roles in immune, skin, and nutrient absorption. The latest emerging research covering allergies, chronic fatigue, depression, obesity and urinary tract infections are also presented. Current scientific controversies over issues of efficacy and strain to stability and health effects are also noted.
• The regulatory environment for probiotics has been the most active since its inception over the past four years. This report provides key insights into the current litigation and legislation impacting the sale and marketing of probiotics in the EU and USA.
• A condensed summation of the most influential events effecting the sale and growth probiotics, their current growth rate (to 2013) and market value are delivered in an easy to comprehend format.
Key Market Issues
• 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 US probiotic market was unsuccessful. Although Kraft's expertise lies in formulation and distribution; it overlooked some key success factors for the functional food category. Danone was able to capitalize on the US market and avoided making mistakes.
• 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. Food and drinks manufacturers will need to provide unique product differentiation in order to gain loyalty from them 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.
Key findings from this report
• The market for probiotics has grown rapidly from a relatively small base and continues to grow 8.9% (CAGR 03-08) to $11.3bn. Although slowing slightly, growth is expected to remain strong through 2013 at 6.2% (CAGR) when the market for probiotics is expected to be worth $15.3bn globally.
• Of all EU countries, Italy dominates the market and with growth exceeding 7% (CAGR 08-13), its value will reach $489mn by 2013.
• The US probiotics market has grown 8.7% over the past 5 years (CAGR 03-08) to $5 bn, and is expected at to grow at 5% through to 2013 to a value of $6.4 bn.
• Japan is the largest market, based on per capita spend ($20.3 in 2008). Japan's growth is set to continue at a growth rate of 6.7% (CAGR 08-13) resulting in an average spend per capita of $28.1. Japan's spend per capita is almost four and half times that of the US.
Key questions answered
• What are the latest applications for human health for probiotics, which products are already capitalising on these application?
• Is the use of technology that aids in the survival and storage of probiotics worth the costs, or are dead bacteria just as beneficial to health?
• What 3 probiotic products/brands have been damaged by litigation and regulation in the US since 2009?
• Of all probiotics markets, which ones have helped shape the market through both success and failure? What lessons are to be learned from 11 of the most innovative products in the probiotic category?
• Which European country is the fastest growing probiotic market and set to dominate until 2013?
• Which major countries will continue to grow and which will slow down over the next 4 years?
Companies mentioned
Table of Contents
Probiotics Success Strategies In Food and Drinks Executive summary 10
Introduction to probiotics 10
Regulatory perspectives of the probiotic market 11
Market analysis of the global probiotic category 12
Product analysis – Insights from brand successes and failures 13
The probiotic principles for success 14
Chapter 1 Introduction 16
Summary 16
Research methods and report structure 17
Report structure 17
Chapter 2 Health benefits 20
Summary 20
What is a probiotic? 21
Commercial origins 22
The science of probiotics 23
Gut health 24
Immune support 25
Skin health 26
Nutrient absorption 28
Novel research 29
Allergies 30
Chronic fatigue 32
Depression 33
Obesity 33
Urinary tract infections 35
Type of probiotic strain – Does it matter? 36
An issue of stability – Do probiotics need to be alive? 37
Chapter 3 The probiotics regulatory environment 40
Summary 40
Regulatory landscape in the EU the US 41
Enforcing consumer rights in the US 41
Enforcement – Class action leads the way in 2009 and 2010 44
Hard times for the EU probiotic market 45
EFSA and probiotics 46
The future of regulation 47
Chapter 4 Global market analysis 50
Summary 50
Introduction 51
Category growth 53
Europe – market size, growth and forecast to 2013 54
US – market size, growth and forecast to 2013 55
Japan - market size, growth and forecast to 2013 56
Chapter 5 Product analysis – brand successes and failures 58
Summary 58
Introduction 59
Failures in the probiotic market 59
Case Study 1 - LiveActive by Kraft Foods 59
Company overview 59
Product innovation 59
Strategy and marketing messages 60
Conclusions 61
Case study 2 - Dancing Daisy by St Helen's Farm 62
Company overview 62
Product innovation 62
Strategy and marketing messages 63
Conclusions 63
Case study 3 - LC1 Go! by Nestle 64
Company overview 64
Product innovation 64
Strategy and marketing messages 65
Conclusions 65
Success in the probiotic market 66
Case study 4 – Yakult by Yakult Honsha Co. Ltd 66
Company overview 66
Product innovation 66
Strategy and marketing messages 67
Conclusions 67
Case study 5 - Actimel by Danone 68
Company overview 68
Product innovation 68
Strategy and marketing messages 69
Conclusions 70
Case study 6 - ProViva by Probi 71
Company overview 71
Product innovation 72
Strategy and marketing messages 72
Conclusions 73
The future: Innovation in probiotics 74
Case study 7 - BLIS Throat Guard by BLIS Technologies Limited 74
Company overview 74
Product innovation 74
Strategy and marketing messages 75
Conclusions 76
Case study 8 - Bravo Friscus by Skanemejerier 77
Product innovation 77
Strategy and marketing messages 78
Conclusions 78
Case study 9 - Galaxy Probiotic drink by Mars Incorporated 79
Company overview 79
Product innovation 79
Strategy and marketing messages 80
Conclusions 80
Case study 10 – Walls Milk Time ice lolly by Unilever 81
Company overview 81
Product innovation 81
Strategy and marketing messages 82
Conclusions 82
Case study 11 - Latta spread by Unilever 82
Product innovation 82
Strategy and marketing messages 83
Conclusions 84
Chapter 6 Probiotic market success factors 86
Summary 86
Introduction 86
Connect with the consumer 87
Engage with efficacy 87
Bridge the benefit 88
Be the authority 89
Partner with precision 89
Appendix 91
Interview with Jeff Hilton, Integrated Marketing Group 91
Index 93
References 94
List of Figures
Figure 2.1: Number of probiotics research publications, (1990-2009) 23
Figure 2.2: Racconto Essentials Digestive Health All Natural Pasta with GanedenBC30, a patented probiotic strain developed by Cleveland, OH based Ganeden Biotech, Inc 24
Figure 2.3: Dukat Bio Aktiv LGG 26
Figure 2.4: Age Defence dietary supplement from Nude Skincare containing probiotics and a blend of nutrients 27
Figure 2.5: Koiwai KW Nyusankin yogurt from Koiwai Nyugyo, contains the Lactobacillus paracasei KW3110 strain of bacteria with anti-allergy properties 31
Figure 2.6: Natren Healthy Tummy Dieter's Probiotic chewable supplement wafers from Natren Inc, claim to suppress appetite and reduce effects of over indulgence. 35
Figure 2.7: Fem Dophilus from Jarrow Formulas Inc 36
Figure 4.8: Probiotic market value by country ($m), 2008 51
Figure 5.9: LiveActive cheese strings and granola bars from Kraft Foods 60
Figure 5.10: Dancing Daisy Probiotic drink from St Helen's Farm 62
Figure 5.11: LC1 Go! from Nestle 64
Figure 5.12: Yakult probiotic drink from Yakult Honsha Co. Ltd 66
Figure 5.13: Actimel from Danone 69
Figure 5.14: ProViva range by Probi 71
Figure 5.15: BLIS Throat Guard from BLIS Technologies 75
Figure 5.16: Bravo Friscus from Skanemejerier 77
Figure 5.17: Galaxy Probiotic chocolate mini drink from Mars Inc 79
Figure 5.18: Walls Milk Time ice lolly from Unilever 81
Figure 5.19: Latta mit Probiotik spread from Unilever 83
Figure 5.20: Unilever's Healthy Choice logo 83
List of Tables
Table 4.1: Sales and CAGR of the probiotic market, by country ($), (2003-2013) 52
Table 4.2: Sale per capita and CAGR of the probiotic market, by country ($), (2003-2013) 53
Table 4.3: Share of products launched, by category (%), 2006-2009 54
Table 4.4: Share of probiotic products launched, by region, (2006-2009) 55
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Functional Food Industry: Probiotics Success Strategies in Food and Drinks: Novel applications, future R&D and consumer engagement
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