Consumers know probiotics.
“A few years ago, if you said the word ‘probiotics,’ most people thought of Activia® yogurt," said Mike Bush, senior vice president of Ganeden Biotech. “These days, about 80 percent of Americans have heard the term and can link it to something that’s good for them—usually digestive health."
And it’s not just in the United States. A recent study from Viçosa Federal University in Brazil—one of the natural product sector’s most burgeoning markets—found all 352 participants reported they had consumed a probiotic product at least once. More than half of them currently take probiotics, with yogurt and fermented milk the top choices.
So what’s driving the segment’s growth?
“Innovation, new product development and clinical studies showcasing the benefits of probiotics have given momentum for a 2014 to 2019 growth expectation of 6.5 percent CAGR [compound annual grown rate] in the probiotics market," said Anurag Pande, Ph.D., vice president of scientific affairs, Sabinsa.
Countless studies support probiotics’ benefits for digestive and immune health, but new research points to their potential in new segments, such as sports nutrition and children’s health. Read the full article, “Progressive Probiotics," in INSIDER’s Digestive Health Content Library.