The Future of Probiotics in Functional Foods and Beverages

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The Future of Probiotics in Functional Foods and Beverages

  1. 1. 1 The Future of Probiotics in Functional Foods and Beverages A analysis of product innovation and market potential in the US, Europe, and Asia Reference Code: CM00234-031 Publication Date: February 2014
  2. 2. 2 About the author Valerie Skala Walker has over 20 years' experience analyzing the consumer packaged goods industry. After beginning her career in brand management at Procter & Gamble, she worked in marketing research at Information Resources for 16 years. At IRI, Valerie contributed to the development of best practices for evaluating new product launches and new techniques for analyzing and applying consumer and shopper insights. She has been a frequent and popular speaker at CPG industry conferences on new product trends and success factors. She graduated from St Olaf College, Northfield, Minnesota, with a degree in political science, and earned her MBA at the Fuqua School of Business, Duke University, Durham, North Carolina. Disclaimer Copyright © 2014 Datamonitor This report is published by Datamonitor (the Publisher). This report contains information from reputable sources and although reasonable efforts have been made to publish accurate information, you assume sole responsibility for the selection, suitability and use of this report and acknowledge that the Publisher makes no warranties (either express or implied) as to, nor accepts liability for, the accuracy or fitness for a particular purpose of the information or advice contained herein. The Publisher wishes to make it clear that any views or opinions expressed in this report by individual authors or contributors are their personal views and opinions and do not necessarily reflect the views/opinions of the Publisher.
  3. 3. 3 Table of contents About the author 2 Disclaimer 2 Executive summary Error! Bookmark not defined. Chapter 1 Introduction Error! Bookmark not defined. Overview Error! Bookmark not defined. About this report Error! Bookmark not defined. Definition of probiotics Error! Bookmark not defined. Market size and growth projections Error! Bookmark not defined. Scientific backing Error! Bookmark not defined. From raw science to consumer applications Error! Bookmark not defined. Commercialization has somewhat outpaced the science Error! Bookmark not defined. Regulatory restrictions remain a significant hurdle Error! Bookmark not defined. Factors stimulating demand for probiotic foods Error! Bookmark not defined. Functional products offer key benefits versus supplements Error! Bookmark not defined. Still much room for consumer education Error! Bookmark not defined.
  4. 4. 4 Chapter 2 The developing science of probiotics Error! Bookmark not defined. Introduction Error! Bookmark not defined. Five categories of technical advancement Error! Bookmark not defined. Probiotics currently being studied and/or used commercially Error! Bookmark not defined. Recent advances in clinical research Error! Bookmark not defined. Recent advances in manufacturing technology Error! Bookmark not defined. The trend towards evidence-based marketing Error! Bookmark not defined. Consumer education Error! Bookmark not defined. Featuring the quantity and variety of probiotic content Error! Bookmark not defined. Scientific documentation of health claims Error! Bookmark not defined. Combining probiotics with other nutrients for a more complete solution Error! Bookmark not defined. Chapter 3 The current market for probiotic foods Error! Bookmark not defined. Introduction Error! Bookmark not defined. Market structure and opportunities by food category Error! Bookmark not defined. Fermented dairy foods and beverages are largest segment Error! Bookmark not defined. Fermented non-dairy foods and beverages remain popular in Asia, not the US Error! Bookmark not defined.
  5. 5. 5 Probiotic-fortified foods and beverages are a large, relatively new opportunity Error! Bookmark not defined. Marketing to fundamental consumer needs Error! Bookmark not defined. Highest potential health issues for functional foods Error! Bookmark not defined. Marketing to specific consumer lifestages Error! Bookmark not defined. Digestive and immune health benefits are relevant across all lifestages Error! Bookmark not defined. Emerging opportunities in sports nutrition, weight management, heart health Error! Bookmark not defined. Chapter 4 The US market Error! Bookmark not defined. Introduction Error! Bookmark not defined. Supplements are biggest challenge to functional foods Error! Bookmark not defined. Key events in US research and regulation Error! Bookmark not defined. Recent product innovation Error! Bookmark not defined. Non-dairy beverages Error! Bookmark not defined. Frozen dairy treats 9 High protein products for active adults, especially fitness-oriented men Error! Bookmark not defined. Confectionary Error! Bookmark not defined. Recommendations for US marketers Error! Bookmark not defined. Advancing the markets for digestive and immune health Error! Bookmark not defined.
  6. 6. 6 Branching out to address new areas of health Error! Bookmark not defined. Chapter 5 The European market Error! Bookmark not defined. Introduction Error! Bookmark not defined. Key events in European research and regulation Error! Bookmark not defined. Top health issues in Europe Error! Bookmark not defined. Recent product innovations Error! Bookmark not defined. Recommendations for European marketers Error! Bookmark not defined. Chapter 6 The Asian market Error! Bookmark not defined. Introduction Error! Bookmark not defined. Market development and regulatory environment by country Error! Bookmark not defined. Japan market and regulatory highlights Error! Bookmark not defined. China market and regulatory highlights 10 India market and regulatory highlights Error! Bookmark not defined. Key health issues in Asia Error! Bookmark not defined. Recent product innovations Error! Bookmark not defined. Probiotic yogurt and yogurt drinks Error! Bookmark not defined.
  7. 7. 7 Probiotic drinks for digestive health plus weight management Error! Bookmark not defined. Probiotic drinks for digestive health plus energy Error! Bookmark not defined. Probiotic digestive and immune health benefits come to tea and candy Error! Bookmark not defined. Products for infants through young children Error! Bookmark not defined. Recommendations for Asian marketers Error! Bookmark not defined. Chapter 7 Conclusions Error! Bookmark not defined. Appendix Error! Bookmark not defined. Report scope Error! Bookmark not defined. Research methodology Error! Bookmark not defined. Glossary/abbreviations Error! Bookmark not defined. Bibliography/references Error! Bookmark not defined.
  8. 8. 8 Recent advances in clinical research Probiotics, such as those commonly found in most yogurts, are widely believed to be helpful in maintaining a healthy balance of good and bad bacteria in the gut, thereby ensuring healthy digestive and immune system function. But a growing body of evidence suggests that specific strains of bacteria can actually be useful in treating and/or preventing specific digestive and immune system dysfunctions, as outlined in the chart below. As the clinical efficacy of specific bacteria strains is confirmed through multiple research studies, more targeted consumer products will likely be developed to compete with existing "general purpose" products like Activia and Yakult. Figure 1: More specific digestive and immune benefits are being discovered Digestive and immune health benefits/indications Examples of probiotics with at least some scientific backing (not all-inclusive) General maintenance of digestive health B. longum BB536, L. casei Shirota, Howaru Dophilus (L. acidophilus NCFM), Howaru Bifido, L. plantarum 299V, B. infantis 35624, B. lactis BB-12 Regulate the GI tract to prevent digestive discomforts such as diarrhea, constipation, gas L. casei Shirota, B. lactis DN 173-010 Diarrhea due to pathogenic bacteria growth caused by specific infection (e.g., rotavirus) or antibiotic use Sa. boulardii, Lactobacillus GG, B. longum BB536, B. coagulans BC30, LacidofIL (combination of L. rhamnosus Rosell-11 plus L. helveticus Rosell-52) Gastritis caused by H. pylori bacteria L. Johnsonii La1 Irritable bowel syndrome, inflammatory bowel disease, colitis, Crohn’s disease VSL#3 (combination of 4 strains of Lactobacilli, 3 strains of Bifidobacteria, and 1 strain of Streptococcus), B. coagulans BC30, Lacidofil Lactose intolerance B. coagulans BC30, L. bulgaricus, Lacidofil, Str. Thermophilus, Infant colic L. reuteri Protectis General maintenance of immune system health B. coagulans, Howaru Rhamnosus, Howaru Bifido (B. lactis HN019), L. Casei DN-114 001, combination Common infections: colds, flu, upper respiratory tract health Howaru Protect (B. lactis Bi-07 plus L. acidophilus NCFM), B. lactis BI-04, B. longum BB536, L. casei Shirota, ProbioKid (L. helveticus Rosell-52, B. infantis Rosell-33, and B. bifidum Rosell-71) Seasonal allergies B. longum BB536 Rheumatoid arthritis pain B. coagulans BC30 Source: Datamonitor DATAMONITOR UNLOCK THE FULL REPORT HERE
  9. 9. 9 Figure 2: Kevita provides a less tart alternative to yogurt and kombucha Product: KeVita sparkling probiotic drink Market launch: USA, April 2011 (6 flavors) and January 2013 (2 new flavors) Target: Adults Health benefit: Immune and digestive health Probiotics: 4 billion CFUs at time of manufacturer of a proprietary culture handcrafted by KeVita: B. coagulans GBI-30 6086, L. paracasei, L. plantarum, and L. rhamnosus. Inspirational attributes: • Neither a fermented milk like yogurt nor a fermented black tea like kombucha, KeVita is fermented with coconut water, tea, or reverse osmosis water. This makes KeVita light in flavor, refreshing and delicious, neither tart nor vinegary. • Certified organic, non-dairy, non-GMO, gluten free, and vegan, with just 10 calories per 8 oz. serving • Website features a variety of articles from credible sources (e.g., doctors and respected publications like the New York Times) that describe how probiotics support the immune system and promote digestive health Source: Kevita DATAMONITOR Frozen dairy treats Figure 3: Lifeway kefir bars provide probiotics in an on-the-go treat form Product: Lifeway frozen kefir bars Market launch: USA, April 2013 Target: Adults (based on flavors) Health benefit: Power-packed with 10 live and active kefir cultures to rev up immunity and digestion Probiotics: Blend of 10 probiotics (no quantity specified) Inspirational attributes: • A nutrition-packed superfood transformed into a 60-calorie dessert • Four tart and tangy flavors: coconut, pear, green tea raspberry and vanilla • The most “probiotic” of at least eight brands of frozen yogurt / kefir bars launched in 2012-2013, most taking off the Greek yogurt craze in the US Source: Lifeway DATAMONITOR UNLOCK THE FULL REPORT HERE
  10. 10. 10 improving the intestinal environment". Danone offers Bio (known elsewhere as Activia) yogurt and drinks with digestive health benefits and Densia with a bone health claim based on calcium and vitamin D content. China market and regulatory highlights The Chinese Food and Drug Administration (CFDA) defines "health food" as foods, beverages, and dietary supplements with specific health functions (i.e. making structure/function claims but not used for the treatment of diseases). All health foods must be registered and approved by the CFDA. Following the global trend toward stricter requirements for substantiating health benefit claims, the CFDA has become more aggressive in challenging misleading claims and enforcing regulations, particularly since the reorganization of the agency in early 2013. Currently, 27 health claims are allowed for functional foods in general, including enhancing immune systems, assisting blood pressure reduction, assisting blood lipids reduction, assisting blood sugar reduction, assisting weight control, regulating gastrointestinal flora, facilitating digestion (regularity), and facilitating bowel movement. Both animal and human studies are necessary to substantiate all of those claims except "immunity", where only animal studies are necessary. Of note, health claims in China are approved for each product as a whole, so the use of an existing ingredient in a new product form requires new studies. However, the cost of conducting studies is lower in China than in many developed countries and the requirements successful claims are clearly defined. For key ingredients, evidence of previous use and approval in other countries is generally required. At present, just 25 bacterial strains are allowed to be labeled "probiotic", and just three general health claims are authorized on these various probiotics: enhancing immune health, regulating gastrointestinal flora, and facilitating digestion. Yakult, which entered China in 2005, can market its drink with the claim that it helps with "immuno-regulation and improving intestinal flora". Danone Bio (Activia) was launched in 2009 and now holds about a third of the "digestive comfort" yogurt segment. In China, the yogurt market is dominated by local players China Mengniu Dairy, Hangzhou Wahaha, and Bright Food. UNLOCK THE FULL REPORT HERE
  11. 11. 11 Like this report? Unlock the full version here. Or subscribe today to get access to our Knowledge Center, request your free demo. Identify future innovation and market opportunities and make decisions that drive growth with access to the Datamonitor Consumer Knowledge Center. The Knowledge Center is a powerful online platform, bespoke-built to give you fast and convenient access to trend evolution in consumer packaged goods, as well as on-call support from our expert team. Just some of our reports:  Market Opportunities in Gluten-Free  Trends and Opportunities in Sprouted Grains  The Future of Nutricosmetics

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