Limited consumer awareness threatens to restrain the development of the US and European probiotics markets, a research report has found.
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In regions such as the US and UK, consumer knowledge of probiotics is extremely low and is restricted to a few specific products. Even in areas such as northern Europe where probiotic products have been widely accepted, penetration into the target market has been lower than anticipated due to relatively low awareness levels, the report by consultancy firm Frost & Sullivan claims.
“Increasing public knowledge of probiotics has been cited by most companies as their first priority. However, many probiotic manufacturers are not in direct contact with the consumer and must rely on marketing investment by end-users such as dairy companies,” Frost & Sullivan’s food industry analyst, Lyndsey Greig said.
Another key challenge for the probiotics industry is to enhance credibility through independent scientific studies. Products supported by comprehensive scientific documentation and proof of efficacy are likely to make the strongest gains, particularly when specific health claims are being made. Consumers will have greater confidence in probiotics products that offer scientific evidence of their beneficial effects, the report said.
Dairy and dietary supplements are currently the main application areas for probiotic products in food. But manufacturers are working to develop new food applications for probiotic ingredients, and to expand their use within existing product segments thereby enlarging the existing consumer base.
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By GlobalData“As improvements are made in the stability of probiotics, and a greater understanding is reached as to the mechanism of action and properties of different strains, new applications for probiotics are being developed. This extended product range is likely to result in a greater probability of probiotics reaching a larger percentage of population, whether through conscious consumer choice or otherwise,” said Greig.
In 2003, the total European probiotics market comprising the four main application areas-dairy, animal feed, supplements and infant nutrition–was estimated at US$40.3m, with the US market valued at $143.9m. Within the EU, dairy constituted the main human food application, whereas supplements were a much bigger market in the US.
It is forecast that the European probiotics market will grow to reach $137.9m in 2010, with the US market projected to reach $394m.
