Video: Expanding Probiotics Beyond Digestive Health

Probiotics is a hot topic in the nutrition industry; however, industry marketing and consumer desires are not completely aligned, and some slight adjustments could further bolster market growth.

Results of the inaugural Mind of the Consumer research study were presented at Ingredient Marketplace 2016. Heather Granato, vice president of content for INSIDER, reviewed consumer expectations and supplier areas of focus across the probiotics market.

Granato noted there is a slight misalignment between what consumers know about the category and what they are seeking, and how many probiotics products are positioning. One of the biggest areas of opportunity is around helping consumers enjoy general overall well-being, while “immune health” lags in the consumer perception of probiotics benefits.

Watch the video to learn more about perceptions and desires for probiotics products, and click the following link to read the full Report, “The Mind of the Consumer: Probiotics.”

Looking for more on the probiotics supplement market, including new market trend data and a U.S. regulatory update? Join us for the Tapping the Growing Probiotics Supplement Market workshop on Saturday, Oct. 8, at SupplySide West 2016.

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