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

• Publication date: October 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 va...

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.


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 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.


Report Methodology


The information in this report was obtained from both primary and secondary research. Primary research entailed in-depth, on-site examinations of supermarkets, drug stores, mass merchandisers, convenience stores, health/natural foods stores, specialty stores, and club stores. Company, distributor, and retailer interviews were conducted to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources. Included were consumer and industry publications, newspapers, government reports, financial reports, company literature, and corporate annual reports.


Overall market data is for the retail industry. No foodservice sales are included.

Global Nutraceutical Industry

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

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

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

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

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

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)

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

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

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

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 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

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

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

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

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

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 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

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

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 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 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