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| Countries covered: United States This Frost & Sullivan research service titled U.S. Prebiotics Markets provides revenue and unit shipment forecasts, company profiles, and strategic analysis. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: fructans, MOS, and other markets such as resistant starch, dextrins, GOS, and XOS. New Types of Prebiotics Require Scientific Evidence to Backup their Claims of Improved Benefits Over the last decade, interest has grown tremendously in the ‘prebiotic’ effects of certain dietary fibers. While prebiotics such as fructans {inulin and fructo-oligosaccharide (FOS)} have already made a mark with the help of voluminous scientific support, a new series of prebiotics such as mannan-oligosaccharide (MOS), galacto-oligosaccharides (GOS), and xylo-oligosaccharides (XOS) are gradually rising through the ranks and eating into the shares of the fructans. Like all nutritional ingredient markets, the recently introduced prebiotics also need robust exhaustive scientific evidence to backup their claims of enhanced benefits if they are to attain the level of success that fructans have. This will not only give the emerging market a boost, but also help differentiate products and drive branding efforts. "Potential entrants must also be prepared to invest substantially in scientific trials and clinical research, with a view to establishing credibility, as well as developing a brand in the later stages of market development," explains the analyst of this research service. Innovative Marketing to Buoy the Prebiotics Market While strong growth in the overall prebiotics market is expected, manufacturers will be hard pressed to come up with inventive strategies for each segment, since all of them are in different stages of development. They will have to invest significantly in product awareness campaigns as the positive results of clinical trials will have to be communicated to the end users. They will also have to carefully plan their positioning strategies. "In some prebiotic segments, particularly MOS, the specifications of the product supplied will determine the positioning of the product and the application at which it is aimed," remarks the analyst. "Growing consumer awareness of probiotics is also fuelling an interest in ‘synbiotic’ products, which combine both probiotics and prebiotics to deliver optimum digestive health benefits." Prebiotics’ multifunctional properties will also expand the scope of marketing. For instance, while inulin is used as a texturizer and humectant in food and beverages, it is also employed as a replacement for sugar and fat. Market participants in emerging segments will do well to offer superior quality technical support and customer service to backup their sales. They will also benefit by targeting the sizeable elderly population, which is likely to buy their products due to increased health concerns, driven partly by the high costs of healthcare. This interest in preventive healthcare and digestive health has given a substantial boost to the prebiotics market. |
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