Abstract
Probiotics are the so-called ' good bacteria" which help to maintain a healthy
balance of bacteria within the digestive system. The World Health Organization
(WHO) defines probiotics as "live micro-organisms which, when consumed in
adequate amounts, provide measurable health benefits".
Around 30% of the global population buys into the probiotic dairy sector on a
regular basis, representing a major part of the US$85bn global functional
foods market, of which the US, Western Europe and Japan account for over 70%.
In 2008, the global probiotics market (including both foodstuffs and
supplements) was worth over US$15.7bn, or over 18% of the global functional
foods market. Since 2003, the global probiotics market has more than doubled
in value terms, and is currently rising by almost 15% per annum.
Although probiotics remain best suited to dairy products such as spoonable and
drinking yoghurts, probiotic products have emerged in sectors such as
breakfast cereals, infant formula and soft drinks.
Many of the trends currently affecting the global probiotics market are
related to the global regulatory environment, which is generally becoming
stricter and affecting which health claims manufacturers can make for their
products. Other important trends include ongoing research into the possible
benefits of probiotics, as well as product development trends.
This new first edition report from just-food reviews the global market for the
probiotics sector, looking at each sub-sector within, current trends, consumer
dynamics, industry supply and new product activity, plus we analyse and
predict the future for this dynamic sector.
Following on from chapter 1' s introduction, chapter 2 analyses the global
market. This chapter provides market values by country/region, including the
11 leading markets for dairy probiotics and their 2008 market values, and the
leading ingredients market values. The global market for probiotic foods,
supplements and ingredients are all analysed, with major market data and
recent product activity presented.
Extract: Probiotic products are now starting to feature in non-chilled
sectors, notably breakfast cereals, bakery products, confectionery, infant
formula and soft drinks. This trend is expected to continue in the future
according to a probiotic ingredients manufacturer: "the shelf-stable probiotic
foods sector will be a growth market over the next few years". In the words of
another industry source: "new technologies could even allow encapsulated
probiotics into heat-treated products".
Chapter 3 Current trends
Regulatory environment and product development trends are focused on
throughout this chapter. Areas covered:
- The changing regulatory environment
- Industry promotion
- Product trends
- Recent research/studies
- Recent negative press
Chapter 4 Consumer dynamics
With greater sections of the population now living longer, demand is rising
for products which can help people lead healthy lifestyles well beyond what
has traditionally been thought of as middle age. In addition, a greater
awareness of health issues has been the major reason behind the recent growth
of the global functional foods industry. As the market has developed, more
consumers have been moving beyond simple motivations such as trying to lose
weight or maintain normal health levels. Instead, people are increasingly
looking to optimise levels of performance and wellness, in areas such as
digestive and cardiovascular health.
Here, the report reviews the most recent consumer dynamics shaping the sector,
covering areas including: attitudes to health claims, consumer awareness,
consumer penetration.
Extract:
Although awareness levels of probiotics have risen within the last few years,
this has yet to result in large-scale penetration amongst consumers in many
parts of the developed world. According to a spokesman from Muller, the main
reasons for this can be summarised as follows: "A lack of trust that the
products have any real benefit; a perception that it"s all about hype, and not
real science; and a scepticism that the products themselves do not contain
enough of the beneficial ingredients to make a real difference."
Chapter 5 Industry supply
The global market for probiotic products is dominated by a number of
multinational dairy operators. The supply structure is not so clear-cut in the
non-dairy sector, where probiotic products are less evident. Whilst the market
for probiotic supplements remains highly fragmented in nature.
This chapter provides background, market position information, current
developments and financial information on some of the leading companies. Those
mentioned in chapter 5 include:
Groupe Danone, Nestle, Yakult Honsha, Muller, Arla Foods, Valio,
FrieslandCampina, Skanemejerier, Dale Farm, General Mills, Stonyfield Farm,
Kraft Foods, Dr Oetker, Yili Group, Mengniu, Morinaga Milk Industry, Meiji
Dairies, Kerry Group, Coca-Cola, Naked Juice, NextFoods, Christian Hansen, DSM
Food Specialties, Cargill, Probi, BioGaia, Puleva Biotech, Nebraska Cultures.
Chapter 6 New product activity
New product activity taking place within the global market is discussed in
this chapter, segmented into dairy and non-dairy products. We illustrate
trends in the global market by looking at major examples of probiotic products
launched over the last few years.
Chapter 7 The future
The report concludes with just-food' s outlook for the future over the next
five years. This chapter includes market values for the global probiotics food
and supplements sectors from 2008 to 2013. We attempt to estimate the likely
outcome of forthcoming legislation regarding health claims, plus other macro
factors that will likely play a part in determining the sector' s performance
and potential.
| 
View Cart
