Once relegated primarily to the domain of yogurt and high-fiber fare, the market for food and beverage products fortified with probiotics and prebiotics has taken off as digestive health emerged as one of the hottest topics in the food and beverage arena.
According to "Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Digestive Enzymes" by leading market research publisher Packaged Facts, the global retail market for probiotic/prebiotic foods and beverages was $15 billion in 2008, a 13% increase over 2007.
Driving future growth are two factors: 1) innovations in probiotic and prebiotic formulations that allow an increasing number of products to be enhanced with said ingredients, and 2) increasing consumer awareness of the relation between digestive health and immunity and with overall wellness. Packaged Facts projects the market will exceed $22 billion in 2013, representing a compound annual growth rate (CAGR) of 12% between 2004 and 2013.
"Consumers in developed countries are becoming increasingly aware of their ability to treat health concerns and problems with diet. Combined with knowledge that allows consumers to address these concerns without conventional medical involvement is driving interest in nutrition as it relates to digestive health and digestive health as it relates to overall wellness," says Tatjana Meerman, publisher of Packaged Facts.
Aside from yogurt, leading categories of food and beverage introductions containing probiotics and/or prebiotics through the first six months of 2009 included milk, functional drinks, breakfast cereals, cheese, and cookies. And though the probiotics category is more established in the digestive health market, the prebiotics sector is growing faster with a presence in an array of products that range from pudding to frozen chicken dinners.
Working hand-in-hand with probiotics, digestive enzymes can be used in the manufacture of foods to address specific health concerns such as acid reflux, gas and heartburn. They are the new frontier when it comes to digestive health, and evidence suggests beverages, candy, dried goods, fruit juices, margarine, snack bars and other common foods would serve as good delivery vehicles for active digestive enzymes.
"Boosting Immunity Through Digestion" examines key trends affecting marketplace growth and consumer demographics, and innovations that are changing and challenging the marketplace environment. The report profiles major marketers and suppliers of foods and beverages containing probiotics and/or prebiotics, in addition to exploring opportunities for the addition of digestive enzymes to foods and beverages. 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).
Natural probiotic present in gut shortly after birth