Education Spurring Probiotic Sales

SAN ANTONIO, Texas--Frost & Sullivan, a customer-focusedmarketing consulting company, published its "U.S. Probiotics Market,"an analysis that stated consumer education is integral for increasing probioticssales. The report stated that for manufacturers to compete with low-pricedgeneric probiotic products, they must inform their consumers of the benefits oftheir products.

In addition, Frost & Sullivan (www.frost.com)noted that introducing products with new probiotic strains and flavors isspurring growth of the category, which is represented mainly by probioticyogurts and dietary supplements.

The company also stated in its report that product innovation is key forincreasing market share. Frost & Sullivan projected probiotic sales to reach$3.5 billion by 2007, nearly double the $1.86 billion in yearly manufacturingrevenues in 2000.

As part of the probiotics report, Frost & Sullivan published its 2001Marketing Engineering Awards. Institut Rosell-Lallemand, Chr. Hansen BioSystems,Stonyfield Farm, General Mills and Nature's Way Products were recognized formaking positive contributions to the probiotics industry.