The document discusses the market opportunities for probiotic-fortified food and beverages, highlighting that probiotics support digestive and immune health. It notes that a significant percentage of U.S. consumers are aware of probiotics, with strong associations linking them to digestive and immune benefits. DuPont offers Howaru® probiotics, clinically documented strains that provide these benefits, and encourages leveraging their science to capitalize on market opportunities.

1. DUPONT NUTRITION & HEALTH
Probiotic-fortified food & beverage market opportunities
Probiotics are live microorganisms, or “friendly bacteria,” similar
to organisms that occur naturally in the digestive tract. These good
bacteria have been clinically shown to support digestive and immune
health, and have been linked to other emerging benefits.PROBIOTICS
CONSUMERS ARE AWARE OF PROBIOTICS1
MARKET OPPORTUNITY:
DIGESTIVE HEALTH
MARKET OPPORTUNITY:
IMMUNE HEALTH5
CONSUMERS MOST OFTEN ASSOCIATE PROBIOTICS
WITH DIGESTIVE OR IMMUNE HEALTH BENEFITS2
66% 45%Digestive health Immune health
of U.S. consumers indicate
that maintaining a healthy
digestive system is important.3
of U.S. adults who experience
gastrointestinal issues take
probiotics regularly.4
of U.S. adults claim
to be concerned about
boosting their immunity
at some point in their
lives, with concern
peaking in their 30s.
76%
13%
are at least moderately aware of probiotics.73%
50%

2. DuPont Nutrition & Health offers HOWARU®
Probiotics, a line of clinically documented probiotic strains
shown to provide digestive and immune health benefits. Find out how you can leverage the science behind
HOWARU®
Probiotics to capitalize on today’s market opportunities at www.danisco.com/probiotics
PLEASE CONTACT US AT WWW.FOOD.DUPONT.COM OR CALL TODAY AT 800.325.7108
HO4545-1US•06.15
Copyright © 2015 DuPont or its affiliates. All Rights Reserved. The DuPont Oval Logo, DuPont™ and all products denoted with ® or ™ are registered trademarks or trademarks of E.I. du Pont
de Nemours and Company or its affiliated companies.
SOURCES: 1
“How to Identify the Next Big Thing in the Natural Products Industry,” New Hope Natural Media, March 7, 2015
2
International Food Information Council Foundation, 2013 Food & Health Survey, n=1,006
3
“Attitudes Toward Fiber and Digestive Health”, Mintel, March 2012
4
Mintel Oxygen Gastrointestinal Remedies, US, November 2013
5
Natural Marketing Institute, Healthy Aging Database, 2013
6
Mintel Oxygen Marketing Health to Women – US, October 2013
7
International Food Information Council Foundation, 2013 Food & Health Survey
8
International Food Information Council Foundation, 2014 Food & Health Survey
9
DuPont Proprietary Research, 2014
WHO’S TAKING PROBIOTICS NOW? MORE WOMEN THAN MEN
PARENTS ARE PARTICULARLY INTERESTED
IN PROBIOTICS AND WILLING TO PAY A PREMIUM9
24% 15% 18% 25%of Americans are making an
effort to consume probiotics
on a regular basis.7
of consumers have considered
probiotics when making food buying
decisions in the last 12 months.8
are willing to pay a premium
for foods and beverages for
their child which are fortified
with probiotics.
(Women)6
(Men)6