Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Digestive Enzymes
 

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Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Digestive Enzymes Document Transcript

  • 1.    Get more info on this report!Boosting Immunity Through Digestion: The Relation Among Probiotics,Prebiotics and Digestive EnzymesOctober 1, 2009Probiotic literally means “for life.” The Joint Food and Agriculture Organization/WorldHealth Organization defines probiotics as “live microorganisms which, whenadministered in adequate amounts, confer a health benefit on the host.” Prebiotics arenondigestible carbohydrates that feed beneficial bacteria already residing in thedigestive system and also provide fiber (bulk), an aid to good digestion. Prebiotics arefound in a wide variety of fresh fruits and vegetables and in certain other products, suchas yogurt containing the probiotic Bifidobacteria.The interest in foods and beverages that enhance digestive health is increasingworldwide, especially in developed countries. People in many third world countries haveroutinely consumed foods containing probiotics and/or prebiotics for centuries.Fermented foods are the primary source of naturally occurring probiotic bacteria, andsuch foods are a traditional part of most indigenous diets. This is because their healthbenefits were identified thousands of years ago. Developed countries have moved awayfrom these vital foods, to greater or lesser degrees, and the health of people in theseareas has suffered as a result.In the past few years, there has been a growing awareness among consumers globallyof the connection between digestive health and immunity. The gastrointestinal (GI) tractis now recognized as a very active immune center. Indeed, the GI tract contains morethan 80% of the body’s antibody-producing cells. Importantly, the digestive tractcomprises an entirely separate immune system, which was not fully appreciated untilrecently. The GI system confers an immunity different from the immune functionselsewhere in the body and is considered the largest of the lymph organs — larger thanthe 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 ofconsuming foods for digestive health has the attention of people of all ages.
  • 2. The most well-known foods that are beneficial to the GI tract are yogurt and high-fiberproducts. The probiotics market has recently begun to move beyond yogurt to deliverprobiotics in an increasing variety of foods and beverages. Prebiotics are being addedto an expanding array of products, from pudding to frozen chicken dinners. Theprobiotic category is more established than prebiotics in the digestive health market, butthe prebiotics sector is the faster growing of the two. An adjunct category—and a newfrontier for food and beverage manufacturers—is digestive enzymes. Many food andbeverage products are ideal candidates for the addition of digestive enzymes.There are two major trends contributing to the growth of foods and beverages thatenhance digestive health—increasing numbers of categories of these products in whichprobiotics and prebiotics are included, and a growing public awareness of and desire tobenefit digestive health and thereby enhance immunity.In 2008, 232 products were introduced worldwide that contained probiotic and/orprebiotic ingredient(s). As of June 30, 2009, 139 products with a probiotic or prebioticingredient listed were introduced to the global market. Japan, which has had the Yakultprobiotic drink on the market since the 1950s, remains the number one country forprobiotic and prebiotic launches, but launches in the U.S. are gaining significantmomentum. The non-alcoholic beverage category is gaining importance in the growth ofdigestive health products, especially as prebiotic innovation intensifies. The dairy foodmarket is well established as the primary avenue for probiotics and prebiotics, and thematurity of this sector increases the challenge for new products to differentiate whenentering this market. Innovation in the area of high-fiber products is strong, withmanufacturers adding new flavors to products and incorporating fiber and whole grainsinto new formats.Challenges to the market include consumer confusion and skepticism about digestivehealth 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 andBeverage Markets, contains comprehensive data on the global market for foods andbeverages containing probiotics and/or prebiotics. The report focuses on the maindrivers of this market—1) expanding numbers of categories and products available inthis market and 2) increasing consumer awareness and concern about the importanceof digestive health as it affects immunity and a concomitant desire to purchase productsthat address this concern. More importantly, the report provides insight into currentproduct and technology innovations in this sector as well as strategies to bring toconsumers not only awareness of the role of probiotics and prebiotics in digestive healthbut the vital role these ingredients play in overall wellness. Opportunities for the additionof digestive enzymes to foods and beverages are also explored. Historical retail sales
  • 3. 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. Table of ContentsChapter 1: Executive Summary Report Methodology Introduction Digestive Health to Lead Functional Food and Beverage Market Digestive Problems—A Major Health Issue The Role of Beneficial Bacteria (Probiotics) The Relationship Between the Digestive System and Immunity The Long-Term Effects of Antibiotic Use on Human Health The Perils of Our Modern Diet Probiotics—Definition and Overview The Effect of Probiotics on Human Health Prebiotics—Definition and Overview Digestive Enzymes Sources of Digestive Enzymes Benefits of Digestive Enzymes Products and Ingredients Probiotics Used in Foods and Beverages Probiotic Strains and Descriptions Prebiotics Used in Foods and Beverages Digestive Enzymes
  • 4. Where Enzymes Are Found Types and Sources of Digestive Enzymes Opportunities for Incorporating Digestive Enzymes Into Foods and Beverages—The New FrontierThe Market Market Definition Methodology for Market Estimates Global Probiotic/Prebiotic Product Introductions Increase from 2004 to 2008 and Escalate in 2009 Table 1-1: Global Probiotic/Prebiotic Food and Beverage Product Introductions, 2004-2009E Table 1-2: Global Probiotic/Prebiotic Food and Beverage Product Introductions, by Country, Mid-2004 to Mid-2009 $15.4 Billion in Global Retail Sales in 2008 Probiotic/Prebiotic Food and Beverage Products Table 1-3: Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in millions of dollars) Figure 1-1: Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in millions of dollars) Dairy-based Foods Hold Majority of Global Probiotic/Prebiotic Market in Number of Products Figure 1-2: Percent of Probiotic/Prebiotic Food and Beverage Products Market, by Product Category, 2008 The Marketers and Suppliers Leading Marketers of Probiotic/Prebiotic Foods and Beverages in 2008 and 2009 Table 1-4: Global Probiotic/Prebiotic Foods and Beverages: Leading Marketers of Probiotic/Prebiotic Products, 2008 New Products, Trends and Opportunities Probiotics Heading for the Big Time Probiotic Product Introductions Since 2004 Steady Annual Increase in the Number of Global Probiotic and/or Prebiotic Food and Beverage Products from 2003 to 2008 Table 1-5: Global Probiotic/Prebiotic Food and Beverage Product Introductions, 2003-2008
  • 5. Expanding Categories of Probiotic-containing Products Beyond Dairy Table 1-6: Leading Categories of Food and Beverage Introductions Containing Probiotics and/or Prebiotics Worldwide, 2008 Table 1-7: Leading Categories of Food and Beverage Introductions Containing Probiotics and/or Prebiotics, Worldwide, January 1, 2009 to June 30, 2009 Prebiotic Product Introductions Prior to 2008 Strategies and Opportunities in a Booming Emerging Market Capitalizing on Current Consumer Knowledge... ...Or Just Give Them the Bottom Line The Key Ingredients for a Winning Product New Markets and Therapeutic Targets for Probiotics and Prebiotics Men Pregnant and Breastfeeding Women Infants and Children Convalescents and Seniors Obesity The Consumer Consumer Awareness of and Attitudes About Functional Foods, Probiotics and Prebiotics The Word is Out...Chapter 2: Strategies & Opportunities in a Booming Emerging Market Key Points Capitalizing on Current Consumer Knowledge... ...Or Just Give Them the Bottom Line The Key Ingredients for a Winning Product Playing Catch-Up in the United States and Eastern Europe Current and Future Rapidly Growing Product Areas Product Areas Experiencing Challenges
  • 6. Innovation in Products and Ingredients Combinations of Beneficial Ingredients Focusing on Overall Benefits of the Product A Note to Suppliers Research Continues to Document Benefits of Probiotics Advertise, Advertise, Advertise Implementing Daily Dosing Leveraging the Detox Phenomenon When it Comes to Digestive Health, the Economy is Not an Issue Some Probiotics and Prebiotics Do Double Duty Large World Markets Waiting for Products New Markets and Therapeutic Targets for Probiotics and Prebiotics Men Pregnant and Breastfeeding Women Infants and Children Convalescents and Seniors Obesity Oral Health Synbiotic Products Remaining Challenges Colonization Resistance Recommended Dosages Processing and Delivery Systems LegislationChapter 3: Introduction Key Points
  • 7. Digestive Health to Lead Functional Food and Beverage MarketDigestive Problems—A Major Health IssueTable 3-1: Deaths from Diseases of the Digestive System in Selected Countries, 2008How the Digestive System WorksThe Role of Beneficial Bacteria (Probiotics)The Relationship Between the Digestive System and ImmunityThe Long-Term Effects of Antibiotic Use on Human HealthThe Perils of Our Modern DietThe Role of Lacto-fermented FoodsLacto-fermented Dairy and Vegetable ProductsKombuchaDrinking VinegarsProbiotics—Definition and OverviewProbiotics and Cholesterol, Tumors and PainConfusion About ProbioticsMany Probiotic Strains, Many Different FunctionsTable 3-2: Selected Probiotic Species and Their CharacteristicsThe Effect of Probiotics on Human HealthPrimary Health ClaimsStudies Support the Beneficial Effects of Probiotics on a Wide Range of Diseases and DisordersThe Ideal Dosage of Probiotics Not EstablishedEmerging Claims for ProbioticsCategories of Probiotic FoodsPrebiotics—Definition and OverviewPrimary Health ClaimsSynbiotics
  • 8. Consumer Awareness of the Importance of Digestive Health to Overall Wellness The Number and Variety of Categories of Food and Beverage Products Containing Probiotics Continue to Expand General Manufacturing Issues Prebiotics appear in more foods and beverages than probiotics Claims Issues Digestive Enzymes Sources of Digestive Enzymes Benefits of Digestive Enzymes Symptoms of Insufficient Digestive EnzymesChapter 4: Products and Ingredients Key Points Probiotics Used in Foods and Beverages Selected Probiotic Strains and Descriptions Bifidobacterium bifidum (lactis) Bifidobacterium coagulans Bifidobacterium infantis Bifidobacterium longum Enterococcus faecium Lactobacillus acidophilus Lactobacillus brevis Lactobacillus bulgaricus Lactobacillus casei Lactobacillus caucasicus Lactobacillus fermentum Culturelle (Lactobacillus GG)
  • 9. Lactobacillus helveticusLactobacillus lactisBifidobacterium licheniformisLactobacillus plantarumLactobacillus reuteriLactobacillus rhamnosus (casei)Lactobacillus salivariusStreptococcus cremorisStreptococcus faeciumStreptococcus lactisStreptococcus thermophilusCombinations of Probiotics and Their FunctionsLactobacillus acidophilus/Lactobacillus rhamnosusLactobacillus rhamnosus/Lactobacillus acidophilus/Bifidobacterium lactis/Streptococcusthermophilus/Lactobacillus bulgaricusLactobacillus casei/Lactobacillus rhamnosus/Lactobacillus acidophilus/Bifidobacterium longumTable 4-1: Selected Probiotic Strains, Suppliers, Health Benefits and Selected ProductsCategories of Products Containing ProbioticsDairyCultured ButterKefirYogurtFermented VegetablesOther Fermented FoodsKombuchaMiso
  • 10. Nondairy Probiotic DrinksProbiotics ResearchTreatment of Antibiotic-Induced IllnessInactivated Probiotics Shown to be as Effective as Live CulturesThe Effects of Probiotics on Tooth Decay in AdolescentsThe Effects of Probiotics on Eczema in Pregnant Women and Their ChildrenIntestinal Flora Differs Between Obese and Lean PeopleDannon Jump-Starts Research in Probiotics Benefits at Canadian InstitutePrebiotics Used in Foods and BeveragesInulin and Fructo-oligosaccharidesPolydextroseLactose-Derived PrebioticsGalacto-oligosaccharidesGalacto-fructose (Lactulose)LactitolResistant StarchCategories of Resistant StarchTable 4-2: Examples of Naturally Occurring Resistant StarchHealth BenefitsDigestive/Colonic HealthWeight ManagementEnergy ManagementBlood Sugar Response/Glycemic ManagementOther Types of PrebioticsArabinogalactanArabinogalactan Supports Digestion
  • 11. Arabinogalactan Enhances Immunity Other Indications Beta-glucan Mannanoligosaccharides Pectin Tagatose Manufacture of Tagatose Uses for Tagatose Metabolism of Tagatose Health Benefits Sources of Prebiotics Used in Foods and Beverages Prebiotics Research Fructo-oligosaccharides Replace Sucrose in Fruit Juices Manufactured Prebiotics Can be Customized for Higher Selectivity Testing Blends of Prebiotics for Increased Activity Digestive Enzymes Where Enzymes Are Found Types and Sources of Digestive Enzymes The Role of Enzymes in Digestion Opportunities for Incorporating Digestive Enzymes Into Foods and Beverages—The New Frontier Challenges When Using Enzymes Enzyme Supplements Lead the Good Health Charge Establishing an RDI for Digestive Enzymes Sources of Enzymes for Food Products Research in ManufacturingChapter 5: The Market
  • 12. Key PointsMarket DefinitionMethodology for Market EstimatesGlobal Probiotic/Prebiotic Product Introductions Increase from 2004 to 2008 and Escalate in 2009Table 5-1: Global Probiotic/Prebiotic Food and Beverage Product Introductions, 2004-2009ETable 5-2: Global Probiotic/Prebiotic Food and Beverage Product Introductions, by Country, Mid-2004 toMid-2009Global Retail Sales in 2008 Probiotic/Prebiotic Food and Beverage ProductsTable 5-3: Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in millionsof dollars)Figure 5-1: Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (inmillions of dollars)Dairy-based Foods Hold Majority of Global Probiotic/Prebiotic Market in Number of ProductsFigure 5-2: Percent of Market by Product Category, of Probiotic/Prebiotic Food and Beverage Products,2008Ireland and Japan Lead the World in Per Capita Spending on Probiotic/Prebiotic YogurtGlobal Retail Sales of Probiotic/Prebiotic Food and Beverage Products Are Projected to Exceed $22Billion in 2013Table 5-4: Global Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2013 (in millions ofdollars)Table 5-5: Projected Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2008-2013(in millions of dollars)Probiotic/Prebiotic Beverages is Leading Growth SectorTable 5-6: Global Retail Sales of Probiotic Beverage Products, 2003-2008 (in millions of dollars)Global Market for Probiotic Dairy Beverages Estimated at $9.2 Billion in 2008Table 5-7: Global Retail Sales of Probiotic Dairy Beverage Products, 2004-2008 (in millions of dollars)Dannon’s Activia Jump-Starts the Probiotic Food and Beverage Wave in the United StatesU.S. Sales in 2008Table 5-8: U.S. Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in millions
  • 13. of dollars)Figure 5-3: U.S. Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008Probiotic Drink Market in United StatesDrinkable Yogurt Products Lead U.S. Probiotic/Prebiotic Yogurt Category and Make Sudden Splash inCanadaTable 5-9: U.S. Market for Drinkable Probiotic/Prebiotic Yogurt Products, 2004-2008 (in millions ofdollars)U.S. Sales of Spoonable Probiotic Yogurt Show Double-Digit GrowthTable 5-10: U.S. Market for Spoonable Probiotic Yogurt Products, 2004-2008 (in millions of dollars)2013 Projection for U.S. Retail Sales of Probiotic/Prebiotic ProductsTable 5-11: U.S. Sales of Probiotic/Prebiotic Products, 2004-2013 (in millions of dollars)Table 5-12: Projected U.S. Retail Sales of Probiotic/Prebiotic Products, 2008-2013 (in millions of dollars)European Market for Probiotic/Prebiotic Foods and BeveragesTable 5-13: European Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (inmillions of dollars)European Sales Projection for Probiotic/Prebiotic ProductsTable 5-14: European Sales of Probiotic/Prebiotic Products, 2004-2013 (in millions of dollars)Table 5-15: European Sales of Probiotic/Prebiotic Products, 2008-2013 (in millions of dollars)Asia Pacific Market for Probiotic/Prebiotic Foods and Beverages More than Doubles European Market in2008Table 5-16: Asia Pacific Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (inmillions of dollars)Global Sales of Probiotic IngredientsTable 5-17: Global Manufacturers’ Sales of Probiotic Ingredients, 2004-2008 (in millions of dollars, at themanufacturers level)Global Sales of Prebiotic IngredientsTable 5-18: Global Manufacturers’ Sales of Prebiotic Ingredients, 2004-2008 (in millions of dollars, at themanufacturers level)Sales of Probiotic Supplements
  • 14. Table 5-19: Global Market for Probiotic Supplements, 2004-2008 (in millions of dollars)Chapter 6: The Marketers and Suppliers Key PointsThe Marketers and Suppliers Leading Marketers of Probiotic/Prebiotic Foods and Beverages in 2008 and 2009 Table 6-1: Global Probiotic/Prebiotic Foods and Beverages: Leading Marketers of Probiotic/Prebiotic Products, 2008Competitor Profiles Competitor Profile: Groupe Danone, Paris, France Company Overview History Selected Products and Brands Financial Information Competitor Profile: Innocent Ltd., London, England Company Overview Products Business Strategy Competitor Profile: Lifeway Foods, Inc., Morton Grove, IL Company Overview Products Kefir and dairy Products: Soy products: Other products: Business Strategy Financial Information Competitor Profile: NextFoods, Inc. (GoodBelly), Boulder, CO Company Overview
  • 15. Products Financial Information Competitor Profile: Pulmuone Wildwood, Inc., Fullerton, CA Company Overview Products Competitor Profile: Stonyfield Farm, Londonderry, NH Company Overview Products Business Strategy Financial Information Competitor Profile: Yakult Honsha Co., Ltd., Tokyo, Japan Company Overview Products Financial Information Competitor Profile: Zukay Live Foods Inc., LLC, Elverson, PA Company Overview ProductsThe Suppliers Selected Probiotics Suppliers Competitor Profile: BioGaia AB, Lund, Skane, Sweden Company Overview Products Company Milestones Business Strategy Financial Information Competitor Profile: Cargill Inc., Wayzata, MN
  • 16. Company OverviewProbiotic and Prebiotic IngredientsOther Health-Related IngredientsIngredients in DevelopmentProbiotic Consumer ProductsFinancial InformationCompetitor Profile: Christian Hansen A/S, Hoersholm, DenmarkCompany OverviewCore CompetenciesCategories of Marketed ProductsProbiotics Group and Satiety ResearchBusiness StrategyCompetitor Profile: Danisco A/S, Copenhagen, DenmarkCompany OverviewProductsProbiotic IngredientsMarket PositionBusiness StrategyFinancial InformationCompetitor Profile: Ganeden Biotech, Cleveland, OHCompany OverviewProbiotic TechnologyPartnershipsCompetitor Profile: Probi AB, Lund, Skane, SwedenCompany OverviewProduct Introductions Featuring Probi’s Patented Probiotic
  • 17. Business Strategy Research Financial InformationSelected Prebiotics Suppliers Competitor Profile: BENEO-Orafti SA, Tienen, Belgium Company Overview Focus on the Consumer Products Containing BENEO-Orafti’s Probiotics Prebiotic Ingredients Applications for BENEO-Orafti Competitor Profile: Cosucra Groupe Warcoing SA, Pecq, Hainaut, Belgium Company Overview Products Business Strategy Competitor Profile: Sensus, Roosendaal, The Netherlands Company Overview Prebiotic Ingredients ResearchSelected Enzyme Suppliers Competitor Profile: Deerland Enzymes, Inc., Kennesaw, GA Company Overview Products Competitor Profile: Enzymotec Ltd., Migdal HaEmeq, Israel Company Overview Business Strategy Financial Information
  • 18. Competitor Profile: National Enzyme Company, Forsyth, MO Company Overview Products ServicesChapter 7: New Products, Trends and Opportunities Key Points Probiotics Heading for the Big TIme Probiotic Product Introductions Since 2004 Steady Annual Increase in the Number of Global Probiotic and/or Prebiotic Food and Beverage Products from 2003 to 2008 Table 7-1: Global Probiotic/Prebiotic Food and Beverage Product Introductions, 2003-2008 Expanding Categories of Probiotic-containing Products Beyond Dairy Table 7-2: Leading Categories of Food and Beverage Introductions Containing Probiotics and/or Prebiotics Worldwide, 2008 Table 7-3: Leading Categories of Food and Beverage Introductions Containing Probiotics and/or Prebiotics, Worldwide, January 1, 2009 to June 30, 2009 Probiotic Only Introductions Table 7-4: Leading Categories of Food and Beverage Introductions Containing Only Probiotics, Worldwide, 2008 Table 7-5: Leading Categories of Food and Beverage Introductions Containing Only Probiotics, Worldwide, January 1, 1009 to June 30, 2009 Prebiotic Only Introductions Table 7-6: Leading Categories of Food and Beverage Introductions Containing Only Prebiotics, Worldwide, 2008 Table 7-7: Leading Categories of Food and Beverage Introductions Containing Only Prebiotics, Worldwide, January 1, 1009 to June 30, 2009 Europe Leads in Probiotic/Prebiotic Product Introductions in 2008 Table 7-8: Percentage of Global Food and Beverage Introductions Containing Probiotics and/or Prebiotics, by Geographic Region, 2008 South and Central America Gain Greater Percentage of Global Product Introductions During First Half of
  • 19. 2009Table 7-9: Percentage of Global Food and Beverage Introductions Containing Probiotics and/orPrebiotics, by Geographic Region, January 1, 2009 to June 30. 2009Health Claims Associated with Probiotic/Prebiotic Foods and BeveragesTable 7-10: Health Claims in New Product Introductions Containing Probiotics and/or Prebiotics, 2008Table 7-11: Health Claims in Products Containing Probiotics and/or Prebiotics, January 1, 2009 to June30, 2009Probiotic Dairy ProductsYogurt and Drinkable Yogurt ProductsJuicesProbiotic Product Introductions in 2007Digestive Health Product Launches in 2008 and 2009Innovative Probiotic Product Introductions—January 1, 2008 to June 30, 2009Cascade Fresh Activ8 Organic Probiotic Crunch Bar Launched in the U.SChapman’s Frozen Yogurt Plus Launched in CanadaIsabellas Healthy Bakery Introduces Activate Probiotic Muffins to U.S.MarketJulie’s Organic Introduces Organic Frozen Yogurt with Probiotics and Prebiotics to U.S. MarketKagome Launches Beverages Containing Probiotics and Collagen in JapanLaLoo’s Goat Milk Frozen Yogurt Launched in the United StatesLifeway Foods Kefir Probiotic Wellness Bar Launched in the United StatesMass Probiotics Launches phd (Probiotic Health Daily) Probiotic Enhanced Flavored Water Beverage inthe United StatesMax Muscle Introduces Max Crunch in the United StatesMeiji Dairies Introduces Prune Yogurt Drink to Japanese MarketNestlé Introduces Boost Kid Essentials Nutritionally Complete Drink to U.S. MarketNext Generation Organic Dairy Launches Wisconsin Raw Milk Organic Probiotic Cheese in the UnitedStates
  • 20. NextFoods Introduces GoodBelly Probiotic Juice to the U.S. MarketRedwood Hill Farm Introduces Goat Milk Kefir with Probiotics to U.S. MarketTaiWan Yih Eri Shan Introduces Soft Drink Concentrate Containing Cordyceps sinensis and Red Yeastin TaiwanWildwood Organics Introduces Probiotic Hummus to U.S. MarketZukay Live Foods Introduces Probiotic Dill Relish, Ketchup and Salsa in the United StatesPrebiotic Product Introductions Prior to 2008Selected Prebiotic Products Launched in 2008 and 2009BENEO-Orafti Introduces Co-Branded Meat Products Containing Inulin and OligofructoseCoca Cola Introduces Prebiotic Fruit Juices in AustriaCosta Concentrados Levantinos Launches Amandin Bebida de Chufa in SpainKraft Foods Introduces Jell-O LiveActive Sugar-Free Reduced Calorie Pudding Snacks in the UnitedStatesKraft Introduces LiveActive Breakfast Cereal to U.S. MarketPristine Industries Introduces Prebiotic Muesli in MalaysiaWeetabix Introduces Alpen Light Health Bar with PrebioticsTechnology InnovationsTable 7-12: Probiotic Ingredient Technology InnovationsCoating of Probiotics Expands Candidate Foods and BeveragesFlexible Formulation System to Add Probiotics to Finished ProductsProbiotic Caps and StrawsTechnology ChallengesStabilityMethods for Probiotic EncapsulationResearchRegulatory MattersFood and Agriculture (FAO)/World Health Organization (WHO) Criteria for Probiotics
  • 21. International Scientific Association for Probiotics and Prebiotics Clarifies FAO/WHO Criteria The International Probiotics Association Criteria The U.S. Regulatory Situation Relating to Probiotics and Prebiotics The U.S. Dietary Supplement Health and Education Act of 1994 Labeling Overview Labeling Nomenclature Will the FDA Classify Probiotics as Drugs? Probiotics Council of the National Yogurt Association Health Canada Issues Guidance Document on Probiotics in Food Supplier Recommendations European Food Safety Authority Working on Guidelines for Probiotics and Prebiotics Marketplace Impact of the EFSA Guidelines Lack of Clarity on Dosages of Probiotics and Prebiotics in the European Union and Elsewhere Inhibit Market Table 7-13: Selected Recommended Daily Maintenance and Therapeutic Doses of CFUs The Dannon ScuffleChapter 8: The Consumer Key Points Consumer Awareness of and Attitudes About Functional Foods, Probiotics and Prebiotics The Word is Out... ...but Confusion Exists Consumer Criteria for Functional Foods and Beverages: Works Good, Tastes Good Consumers Overwhelmingly Prefer to Obtain Benefits from Foods and Beverages Rather than Taking Supplements Figure 8-1: Distribution of Consumers by Level of Agreement with Statement, “Rather Than Vitamin/ Supplement Pills, I Prefer to Buy Foods or Beverages with Specific Nutritional Benefits,” February 2009 (percent) Figure 8-2: Distribution of Consumers by Level of Agreement with Statement, “I Am Buying More
  • 22. Foods/Beverages Because of Their Specific Nutritional Benefits,” February 2009 (percent)Digestive Health a Leading Consideration in Consumer Food and Beverage PurchasesTable 8-1: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns, 2009Table 8-2: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Specific Nutritional Content, 2009Table 8-3: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 MonthsBecause of Their Special Nutritional Benefits, 2009Women Are the Prime Consumers, and Digestive Health and Immunity are Primary ConcernsTable 8-4: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: ByGender, 2009Table 8-5: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 MonthsBecause of Their Special Nutritional Benefits: By Gender, 2009Purchasers Over 30 Focus on Digestive Health Products and Probiotics, While Immunity is a MainConcern of Purchasers 18 to 29Table 8-6: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: ByAge Bracket, 2009Table 8-7: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Specific Nutritional Content: By Age Bracket, 2009Table 8-8: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 MonthsBecause of Their Special Nutritional Benefits: By Age Bracket, 2009Patterns by Household CompositionTable 8-9: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: ByHousehold Composition, 2009Table 8-10: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12Months Because of Specific Nutritional Content: By Household Composition, 2009Table 8-11: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 MonthsBecause of Their Special Nutritional Benefits: By Household Composition, 2009Strong Correlation with Higher Education and IncomeTable 8-12: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12
  • 23. Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: By Highest Level of Educational Attainment, 2009 Table 8-13: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Specific Nutritional Content: By Highest Level of Educational Attainment, 2009 Table 8-14: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months Because of Their Special Nutritional Benefits: By Highest Level of Educational Attainment, 2009 Table 8-15: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: By Household Income Bracket, 2009 Table 8-16: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months Because of Their Special Nutritional Benefits: By Household Income Bracket, 2009 Urban/Suburban and Coastal Skews Table 8-17: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: By Locale of Residence, 2009 Table 8-18: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12 Months Because of Their Nutritional Benefits in Relation to Specific Health Conditions or Concerns: By Region of Residence, 2009 Table 8-19: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months Because of Their Special Nutritional Benefits: By Region of Residence, 2009Appendix: Probiotics, Immunity, Digestive Health: List of Companies Available immediately for Online Download at http://www.marketresearch.com/product/display.asp?productid=2286571      US: 800.298.5699 UK +44.207.256.3920 Intl: +1.240.747.3093 Fax: 240.747.3004