Probiotics sector in the spotlight

The recent news that a TV ad for Danone's Actimel yoghurt was been banned by the UK's advertising watchdog provided a further example of the controversy that has dogged the probiotics sector. just-food's Ben Cooper recently reported on a market that has somehow managed to attract growth and scepticism in equal measure.

As the functional food boom has gathered pace, consumers have become increasingly accustomed to being bombarded with health claims. And arguably no area of the functional market typifies this more than the probiotic category.

However, the volubility of the probiotic sector has been matched by the controversy its claims have attracted, and in recent weeks some of those problems appear to have come home to roost.

The issue of validating health claims is a sensitive one for many areas of the food market, but arguably there are no categories where it is more pertinent than probiotics.

Global market review of probiotics - forecasts to 2013

Published this month, just-food's Global market review of probiotics articulates the dilemma this issue creates for marketers of probiotic products. "Many of the trends currently affecting the global probiotics market are related to the global regulatory environment, which is generally becoming stricter and affecting which health claims manufacturers can make for their products," the report states.

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

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.”

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Functional Foods - US - August 2009

Difficult economic conditions have not substantially slowed the expansion of functional foods. In order to maintain the momentum, functional foods players will need to continue expanding into new benefit areas. This report focuses primarily on four well-established segments within the functional foods market: dairy and margarine, cereal, bars and snacks, and bakery.

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Consumers and Sustainability: Food and Beverage

The food and beverage market is central to consumer perceptions of sustainability. When the consumption of sustainable foods is motivated by personal benefits, adoption mirrors a health and wellness progression in which consumers first consider the impacts of things in the body, followed by on the body, and finally around the body.

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Sweet and Salty/Savory Snacks in the US: Lifestyle Marketing and New Product Development in the New Economy

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