Research and Markets: Probiotics Success Strategies in Food and Drinks: Novel Applications, Future R&D and Consumer Engagement

DUBLIN--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/8efec9/probiotics_success) has
announced the addition of the "Probiotics Success Strategies in Food and Drinks:
Novel Applications, Future R&D and Consumer Engagement" report to their
offering.

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 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 its 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). Japans
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. Japans 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?

Key Topics Covered:

* Probiotics Success Strategies In Food and Drinks Executive summary
* Chapter 1 Introduction
* Chapter 2 Health benefits
* Chapter 3 The probiotics regulatory environment
* Chapter 4 Global market analysis
* Chapter 5 Product analysis brand successes and failures
* Chapter 6 Probiotic market success factors
* List of Figures
* List of Tables
* Companies Mentioned

For more information visit
http://www.researchandmarkets.com/research/8efec9/probiotics_success

Source: Business Insights

Research and Markets
Laura Wood, Senior Manager
press@researchandmarkets.com
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716

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