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.

SOURCE Reportlinker