Abstract
Probiotic literally means “for life.” The Joint Food and
Agriculture Organization/World Health Organization defines probiotics as
“live microorganisms which, when administered in adequate amounts,
confer a health benefit on the host.” Prebiotics are nondigestible
carbohydrates that feed beneficial bacteria already residing in the digestive
system and also provide fiber (bulk), an aid to good digestion. Prebiotics are
found in a wide variety of fresh fruits and vegetables and in certain other
products, such as yogurt containing the probiotic Bifidobacteria.
The interest in foods and beverages that enhance digestive health is
increasing worldwide, especially in developed countries. People in many third
world countries have routinely consumed foods containing probiotics and/or
prebiotics for centuries. Fermented foods are the primary source of naturally
occurring probiotic bacteria, and such foods are a traditional part of most
indigenous diets. This is because their health benefits were identified
thousands of years ago. Developed countries have moved away from these vital
foods, to greater or lesser degrees, and the health of people in these areas
has suffered as a result.
In the past few years, there has been a growing awareness among consumers
globally of the connection between digestive health and immunity. The
gastrointestinal (GI) tract is now recognized as a very active immune center.
Indeed, the GI tract contains more than 80% of the body' s antibody-producing
cells. Importantly, the digestive tract comprises an entirely separate immune
system, which was not fully appreciated until recently. The GI system confers
an immunity different from the immune functions elsewhere in the body and is
considered the largest of the lymph organs - larger than the thymus and all
the other lymph nodes scattered throughout our systems.
Aging populations and infants are the obvious groups that can benefit from
digestive- and immunity-focused products, but awareness of the extensive and
lifelong benefits of consuming foods for digestive health has the attention of
people of all ages.
The most well-known foods that are beneficial to the GI tract are yogurt and
high-fiber products. The probiotics market has recently begun to move beyond
yogurt to deliver probiotics in an increasing variety of foods and beverages.
Prebiotics are being added to an expanding array of products, from pudding to
frozen chicken dinners. The probiotic category is more established than
prebiotics in the digestive health market, but the prebiotics sector is the
faster growing of the two. An adjunct category - and a new frontier for food
and beverage manufacturers - is digestive enzymes. Many food and beverage
products are ideal candidates for the addition of digestive enzymes.
There are two major trends contributing to the growth of foods and beverages
that enhance digestive health - increasing numbers of categories of these
products in which probiotics and prebiotics are included, and a growing public
awareness of and desire to benefit digestive health and thereby enhance
immunity.
In 2008, 232 products were introduced worldwide that contained probiotic
and/or prebiotic ingredient(s). As of June 30, 2009, 139 products with a
probiotic or prebiotic ingredient listed were introduced to the global market.
Japan, which has had the Yakult probiotic drink on the market since the 1950s,
remains the number one country for probiotic and prebiotic launches, but
launches in the U.S. are gaining significant momentum. The non-alcoholic
beverage category is gaining importance in the growth of digestive health
products, especially as prebiotic innovation intensifies. The dairy food
market is well established as the primary avenue for probiotics and
prebiotics, and the maturity of this sector increases the challenge for new
products to differentiate when entering this market. Innovation in the area of
high-fiber products is strong, with manufacturers adding new flavors to
products and incorporating fiber and whole grains into new formats.
Challenges to the market include consumer confusion and skepticism about
digestive health products, as well as balancing health benefits with an
appetizing product. Gaining clarity about the numerous strains of probiotics,
and the health benefits of each, is daunting to consumers. Gaining consumer
confidence is a major issue in the long-term profitability of digestive- and
immunity-enhancing functional food and beverages. Surveys show that although
consumers are making active attempts to eat healthier, they are generally not
willing to do so by compromising sensory benefits.
Digestive Health, Immunity and Probiotics: Trends in the Worldwide Food and
Beverage Markets, contains comprehensive data on the global market for
foods and beverages containing probiotics and/or prebiotics. The report
focuses on the main drivers of this market - 1) expanding numbers of
categories and products available in this market and 2) increasing consumer
awareness and concern about the importance of digestive health as it affects
immunity and a concomitant desire to purchase products that address this
concern. More importantly, the report provides insight into current product
and technology innovations in this sector as well as strategies to bring to
consumers not only awareness of the role of probiotics and prebiotics in
digestive health but the vital role these ingredients play in overall
wellness. Opportunities for the addition of digestive enzymes to foods and
beverages are also explored. Historical retail sales data (2003-2008) and
forecast data (2009-2014) are provided for the global and selected
international markets (U.S., Europe, Japan, Rest of World). The report
discusses key trends affecting the marketplace, trends driving growth and
consumer demographics, and innovations that are changing and challenging the
marketplace environment. The report profiles major marketers of digestive
health products containing probiotics and/or prebiotics and suppliers of
probiotics and prebiotics as well as innovative companies in both of these
sectors.
Report Methodology
The information in this report was obtained from both primary and secondary
research. Primary research entailed in-depth, on-site examinations of
supermarkets, drug stores, mass merchandisers, convenience stores,
health/natural foods stores, specialty stores, and club stores. Company,
distributor, and retailer interviews were conducted to obtain information on
new product and packaging trends, marketing programs, distribution methods,
and technological breakthroughs. Secondary research entailed data gathering
from relevant sources. Included were consumer and industry publications,
newspapers, government reports, financial reports, company literature, and
corporate annual reports.
The information in this report was obtained from both primary and secondary
research. Primary research entailed in-depth, on-site examinations of
supermarkets, drug stores, mass merchandisers, convenience stores,
health/natural foods stores, specialty stores, and club stores. Company,
distributor, and retailer interviews were conducted to obtain information on
new product and packaging trends, marketing programs, distribution methods,
and technological breakthroughs.
An exclusive feature of Boosting Immunity Through Digestion: The Relation
Among Probiotics, Prebiotics and Enzymes is custom survey data from Packaged
Facts' February 2009 online poll of 2,600 U.S. adults, which was conducted to
measure purchasing patterns, attitudes and demographics specific to functional
foods and beverages. Drilling down to the marketer and brand level, the
analysis also relies on consumer survey data from Experian Simmons' Fall 2008
National Consumer Study.
Secondary research included canvassing company web sites, consumer and
industry publications, the Food and Agriculture (FAO)/World Health
Organization (WHO), The International Probiotics Association, International
Scientific Association for Probiotics and Prebiotics, Probiotics Council of
the National Yogurt Association, newspapers, government reports, financial
reports, company literature, and corporate annual reports.
Overall market data is for the retail industry. No foodservice sales are
included.
About the Author
Lynn Gray has been writing market research reports since 1989 and has
completed approximately 70 reports during that time. She began with Market
Research Intelligence Company (now Frost & Sullivan Market Research), then
wrote for FIND/SVP (now Guideline), Biomedical Business International, and
Business Communications Company (BCC Research). In addition to her work on
syndicated market research reports, Ms. Gray worked in medical, biological and
biochemical laboratories at Children' s Hospital in San Francisco; the
University of California, Berkeley; Harvard University and Harvard Medical
School for 10 years.
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