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Countries covered: United States, Europe
Within Europe, the dairy sector is the most developed segment of the market, with probiotic yoghurts and fermented milks, particularly in "daily dose" format, the most widely used. Consumer acceptance varies greatly across Europe, with Northern European and Scandinavian countries - those having a long traditional consumption of fermented dairy products - the most developed market. Probiotic dietary supplements have been slow to gain acceptance, but new applications are emerging all the time. In the US, the situation is reversed, with dietary supplements by far the most accepted product format. It is generally established that US consumers are far more willing to take supplements than their European counterparts, thus explaining the large difference. Conversely, the US dairy probiotics market is very underdeveloped, as consumer-facing companies, such as Danone and Yakult, have invested less significantly in breaking the US market, compared with the considerable marketing spend observed in the US. On the whole, probiotics represent a fast-growing market for functional foods manufacturers and suppliers, and producers must be sure that they do not squander their good potential by supporting a well thought-out strategy. |
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