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Market Research Report

Probiotics Success Strategies in Food and Drinks: Novel applications, future R&D and consumer engagement

Published by	Business Insights
Published	February, 2010	Product code	114754
Content info	101 pages
Price	US $ 2875 PDF by E-mail (Single User License) US $ 10781 PDF by E-mail (Global Site License)

Introduction
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Probiotics Success Strategies in Food and Drinks: Novel applications, future R&D and consumer engagement published by Business Insights in February, 2010. This report consists of 101 pages and the price starts from US $ 2875.

Introduction

Abstract

Probiotics have been a functional component of health foods for almost 100 years, although no legal definition exists for the term probiotic. 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 continue to search for new products promising additional advantages beyond taste and convenience. This is supported by the fact that the consumption of products offering health benefits is increasing significantly. The focus of this report will be to explore the development of the probiotic market, fiscal growth, health applications, product innovations, regulatory pressures, and the future of the category.

Executive summary

Introduction to probiotics
Regulatory perspectives of the probiotic market
Market analysis of the global probiotic category
Product analysis - Insights from brand successes and failures
The probiotic principles for success

Chapter 1 Introduction

Summary
Research methods and report structure
- Report structure

Chapter 2 Health benefits

Summary
What is a probiotic?
Commercial origins
The science of probiotics
- Gut health
- Immune support
- Skin health
- Nutrient absorption
- Novel research
  - Allergies
  - Chronic fatigue
  - Depression
  - Obesity
  - Urinary tract infections
- Type of probiotic strain - Does it matter?
- An issue of stability - Do probiotics need to be alive?

Chapter 3 The probiotics regulatory environment

Summary
Regulatory landscape in the EU the US
- Enforcing consumer rights in the US
  - Enforcement - Class action leads the way in 2009 and 2010
- Hard times for the EU probiotic market
  - EFSA and probiotics
- The future of regulation

Chapter 4 Global market analysis

Summary
Introduction
Category growth
Europe - market size, growth and forecast to 2013
US - market size, growth and forecast to 2013
Japan - market size, growth and forecast to 2013

Chapter 5 Product analysis - brand successes and failures

Summary
Introduction
Failures in the probiotic market
- Case Study 1 - LiveActive by Kraft Foods
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 2 - Dancing Daisy by St Helen' s Farm
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 3 - LC1 Go! by Nestle
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
Success in the probiotic market
- Case study 4 - Yakult by Yakult Honsha Co. Ltd
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 5 - Actimel by Danone
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 6 - ProViva by Probi
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
The future: Innovation in probiotics
- Case study 7 - BLIS Throat Guard by BLIS Technologies Limited
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 8 - Bravo Friscus by Skanemejerier
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 9 - Galaxy Probiotic drink by Mars Incorporated
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 10 - Walls Milk Time ice lolly by Unilever
  - Company overview
  - Product innovation
  - Strategy and marketing messages
  - Conclusions
- Case study 11 - Latta spread by Unilever
  - Product innovation
  - Strategy and marketing messages
  - Conclusions

Chapter 6 Probiotic market success factors

Summary
Introduction
Connect with the consumer
Engage with efficacy
Bridge the benefit
Be the authority
Partner with precision

Appendix 91

Interview with Jeff Hilton, Integrated Marketing Group

Index 93

References

List of Figures

Figure 2.1: Number of probiotics research publications, (1990-2009)
Figure 2.2: Racconto Essentials Digestive Health All Natural Pasta with GanedenBC30, a patented probiotic strain developed by Cleveland, OH based Ganeden Biotech, Inc
Figure 2.3: Dukat Bio Aktiv LGG
Figure 2.4: Age Defence dietary supplement from Nude Skincare containing probiotics and a blend of nutrients
Figure 2.5: Koiwai KW Nyusankin yogurt from Koiwai Nyugyo, contains the Lactobacillus paracasei KW3110 strain of bacteria with anti-allergy properties
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.
Figure 2.7: Fem Dophilus from Jarrow Formulas Inc
Figure 4.8: Probiotic market value by country ($m), 2008
Figure 5.9: LiveActive cheese strings and granola bars from Kraft Foods
Figure 5.10: Dancing Daisy Probiotic drink from St Helen' s Farm
Figure 5.11: LC1 Go! from Nestle
Figure 5.12: Yakult probiotic drink from Yakult Honsha Co. Ltd
Figure 5.13: Actimel from Danone
Figure 5.14: ProViva range by Probi
Figure 5.15: BLIS Throat Guard from BLIS Technologies
Figure 5.16: Bravo Friscus from Skanemejerier
Figure 5.17: Galaxy Probiotic chocolate mini drink from Mars Inc
Figure 5.18: Walls Milk Time ice lolly from Unilever
Figure 5.19: Latta mit Probiotik spread from Unilever
Figure 5.20: Unilever' s Healthy Choice logo

List of Tables

Table 4.1: Sales and CAGR of the probiotic market, by country ($), (2003-2013)
Table 4.2: Sale per capita and CAGR of the probiotic market, by country ($), (2003-2013)
Table 4.3: Share of products launched, by category (%), 2006-2009
Table 4.4: Share of probiotic products launched, by region, (2006-2009)