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Boosting Immunity Through Digestion: The Relation Among Probiotics,
Prebiotics and Digestive Enzymes
October 1, 2009
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.

2. 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

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 Contents
Chapter 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 Frontier
The 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
Legislation
Chapter 3: Introduction
Key Points

7. Digestive Health to Lead Functional Food and Beverage Market
Digestive Problems—A Major Health Issue
Table 3-1: Deaths from Diseases of the Digestive System in Selected Countries, 2008
How the Digestive System Works
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
The Role of Lacto-fermented Foods
Lacto-fermented Dairy and Vegetable Products
Kombucha
Drinking Vinegars
Probiotics—Definition and Overview
Probiotics and Cholesterol, Tumors and Pain
Confusion About Probiotics
Many Probiotic Strains, Many Different Functions
Table 3-2: Selected Probiotic Species and Their Characteristics
The Effect of Probiotics on Human Health
Primary Health Claims
Studies Support the Beneficial Effects of Probiotics on a Wide Range of Diseases and Disorders
The Ideal Dosage of Probiotics Not Established
Emerging Claims for Probiotics
Categories of Probiotic Foods
Prebiotics—Definition and Overview
Primary Health Claims
Synbiotics

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 Enzymes
Chapter 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 helveticus
Lactobacillus lactis
Bifidobacterium licheniformis
Lactobacillus plantarum
Lactobacillus reuteri
Lactobacillus rhamnosus (casei)
Lactobacillus salivarius
Streptococcus cremoris
Streptococcus faecium
Streptococcus lactis
Streptococcus thermophilus
Combinations of Probiotics and Their Functions
Lactobacillus acidophilus/Lactobacillus rhamnosus
Lactobacillus rhamnosus/Lactobacillus acidophilus/Bifidobacterium lactis/Streptococcus
thermophilus/Lactobacillus bulgaricus
Lactobacillus casei/Lactobacillus rhamnosus/Lactobacillus acidophilus/Bifidobacterium longum
Table 4-1: Selected Probiotic Strains, Suppliers, Health Benefits and Selected Products
Categories of Products Containing Probiotics
Dairy
Cultured Butter
Kefir
Yogurt
Fermented Vegetables
Other Fermented Foods
Kombucha
Miso

10. Nondairy Probiotic Drinks
Probiotics Research
Treatment of Antibiotic-Induced Illness
Inactivated Probiotics Shown to be as Effective as Live Cultures
The Effects of Probiotics on Tooth Decay in Adolescents
The Effects of Probiotics on Eczema in Pregnant Women and Their Children
Intestinal Flora Differs Between Obese and Lean People
Dannon Jump-Starts Research in Probiotics Benefits at Canadian Institute
Prebiotics Used in Foods and Beverages
Inulin and Fructo-oligosaccharides
Polydextrose
Lactose-Derived Prebiotics
Galacto-oligosaccharides
Galacto-fructose (Lactulose)
Lactitol
Resistant Starch
Categories of Resistant Starch
Table 4-2: Examples of Naturally Occurring Resistant Starch
Health Benefits
Digestive/Colonic Health
Weight Management
Energy Management
Blood Sugar Response/Glycemic Management
Other Types of Prebiotics
Arabinogalactan
Arabinogalactan 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 Manufacturing
Chapter 5: The Market

12. Key Points
Market Definition
Methodology for Market Estimates
Global Probiotic/Prebiotic Product Introductions Increase from 2004 to 2008 and Escalate in 2009
Table 5-1: Global Probiotic/Prebiotic Food and Beverage Product Introductions, 2004-2009E
Table 5-2: Global Probiotic/Prebiotic Food and Beverage Product Introductions, by Country, Mid-2004 to
Mid-2009
Global Retail Sales in 2008 Probiotic/Prebiotic Food and Beverage Products
Table 5-3: Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in millions
of dollars)
Figure 5-1: 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 5-2: Percent of Market by Product Category, of Probiotic/Prebiotic Food and Beverage Products,
2008
Ireland and Japan Lead the World in Per Capita Spending on Probiotic/Prebiotic Yogurt
Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products Are Projected to Exceed $22
Billion in 2013
Table 5-4: Global Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2013 (in millions of
dollars)
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 Sector
Table 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 2008
Table 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 States
U.S. Sales in 2008
Table 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, 2004-2008
Probiotic Drink Market in United States
Drinkable Yogurt Products Lead U.S. Probiotic/Prebiotic Yogurt Category and Make Sudden Splash in
Canada
Table 5-9: U.S. Market for Drinkable Probiotic/Prebiotic Yogurt Products, 2004-2008 (in millions of
dollars)
U.S. Sales of Spoonable Probiotic Yogurt Show Double-Digit Growth
Table 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 Products
Table 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 Beverages
Table 5-13: European Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in
millions of dollars)
European Sales Projection for Probiotic/Prebiotic Products
Table 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 in
2008
Table 5-16: Asia Pacific Retail Sales of Probiotic/Prebiotic Food and Beverage Products, 2004-2008 (in
millions of dollars)
Global Sales of Probiotic Ingredients
Table 5-17: Global Manufacturers’ Sales of Probiotic Ingredients, 2004-2008 (in millions of dollars, at the
manufacturers' level)
Global Sales of Prebiotic Ingredients
Table 5-18: Global Manufacturers’ Sales of Prebiotic Ingredients, 2004-2008 (in millions of dollars, at the
manufacturers' 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 Points
The 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, 2008
Competitor 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
Products
The 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 Overview
Probiotic and Prebiotic Ingredients
Other Health-Related Ingredients
Ingredients in Development
Probiotic Consumer Products
Financial Information
Competitor Profile: Christian Hansen A/S, Hoersholm, Denmark
Company Overview
Core Competencies
Categories of Marketed Products
Probiotics Group and Satiety Research
Business Strategy
Competitor Profile: Danisco A/S, Copenhagen, Denmark
Company Overview
Products
Probiotic Ingredients
Market Position
Business Strategy
Financial Information
Competitor Profile: Ganeden Biotech, Cleveland, OH
Company Overview
Probiotic Technology
Partnerships
Competitor Profile: Probi AB, Lund, Skane, Sweden
Company Overview
Product Introductions Featuring Probi’s Patented Probiotic

17. Business Strategy
Research
Financial Information
Selected 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
Research
Selected 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
Services
Chapter 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. 2009
Table 7-9: Percentage of Global Food and Beverage Introductions Containing Probiotics and/or
Prebiotics, by Geographic Region, January 1, 2009 to June 30. 2009
Health Claims Associated with Probiotic/Prebiotic Foods and Beverages
Table 7-10: Health Claims in New Product Introductions Containing Probiotics and/or Prebiotics, 2008
Table 7-11: Health Claims in Products Containing Probiotics and/or Prebiotics, January 1, 2009 to June
30, 2009
Probiotic Dairy Products
Yogurt and Drinkable Yogurt Products
Juices
Probiotic Product Introductions in 2007
Digestive Health Product Launches in 2008 and 2009
Innovative Probiotic Product Introductions—January 1, 2008 to June 30, 2009
Cascade Fresh Activ8 Organic Probiotic Crunch Bar Launched in the U.S
Chapman’s Frozen Yogurt Plus Launched in Canada
Isabella's Healthy Bakery Introduces Activate Probiotic Muffins to U.S.
Market
Julie’s Organic Introduces Organic Frozen Yogurt with Probiotics and Prebiotics to U.S. Market
Kagome Launches Beverages Containing Probiotics and Collagen in Japan
LaLoo’s Goat Milk Frozen Yogurt Launched in the United States
Lifeway Foods Kefir Probiotic Wellness Bar Launched in the United States
Mass Probiotics Launches phd (Probiotic Health Daily) Probiotic Enhanced Flavored Water Beverage in
the United States
Max Muscle Introduces Max Crunch in the United States
Meiji Dairies Introduces Prune Yogurt Drink to Japanese Market
Nestlé Introduces Boost Kid Essentials Nutritionally Complete Drink to U.S. Market
Next Generation Organic Dairy Launches Wisconsin Raw Milk Organic Probiotic Cheese in the United
States

20. NextFoods Introduces GoodBelly Probiotic Juice to the U.S. Market
Redwood Hill Farm Introduces Goat Milk Kefir with Probiotics to U.S. Market
TaiWan Yih Eri Shan Introduces Soft Drink Concentrate Containing Cordyceps sinensis and Red Yeast
in Taiwan
Wildwood Organics Introduces Probiotic Hummus to U.S. Market
Zukay Live Foods Introduces Probiotic Dill Relish, Ketchup and Salsa in the United States
Prebiotic Product Introductions Prior to 2008
Selected Prebiotic Products Launched in 2008 and 2009
BENEO-Orafti Introduces Co-Branded Meat Products Containing Inulin and Oligofructose
Coca Cola Introduces Prebiotic Fruit Juices in Austria
Costa Concentrados Levantinos Launches Amandin Bebida de Chufa in Spain
Kraft Foods Introduces Jell-O LiveActive Sugar-Free Reduced Calorie Pudding Snacks in the United
States
Kraft Introduces LiveActive Breakfast Cereal to U.S. Market
Pristine Industries Introduces Prebiotic Muesli in Malaysia
Weetabix Introduces Alpen Light Health Bar with Prebiotics
Technology Innovations
Table 7-12: Probiotic Ingredient Technology Innovations
Coating of Probiotics Expands Candidate Foods and Beverages
Flexible Formulation System to Add Probiotics to Finished Products
Probiotic Caps and Straws
Technology Challenges
Stability
Methods for Probiotic Encapsulation
Research
Regulatory Matters
Food 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 Scuffle
Chapter 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 Purchases
Table 8-1: 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, 2009
Table 8-2: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12
Months Because of Specific Nutritional Content, 2009
Table 8-3: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months
Because of Their Special Nutritional Benefits, 2009
Women Are the Prime Consumers, and Digestive Health and Immunity are Primary Concerns
Table 8-4: 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
Gender, 2009
Table 8-5: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months
Because of Their Special Nutritional Benefits: By Gender, 2009
Purchasers Over 30 Focus on Digestive Health Products and Probiotics, While Immunity is a Main
Concern of Purchasers 18 to 29
Table 8-6: 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
Age Bracket, 2009
Table 8-7: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12
Months Because of Specific Nutritional Content: By Age Bracket, 2009
Table 8-8: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months
Because of Their Special Nutritional Benefits: By Age Bracket, 2009
Patterns by Household Composition
Table 8-9: 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 Composition, 2009
Table 8-10: Percent of Consumers Who Have Purchased Food or Beverage Products in the Last 12
Months Because of Specific Nutritional Content: By Household Composition, 2009
Table 8-11: Percent of Consumers Who Have Purchased Beverage Products in the Last 12 Months
Because of Their Special Nutritional Benefits: By Household Composition, 2009
Strong Correlation with Higher Education and Income
Table 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, 2009
Appendix: Probiotics, Immunity, Digestive Health: List of Companies
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