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Probiotics: Successful Strategies from the Global Marketplace

New Nutrition Business
April 1, 2008
122 Pages - SKU: CDGQ1743407

Abstract Table of Contents Search inside this report Related Reports

Countries covered: Global

This report is written for anyone trying to develop an effective strategy in the challenging and fast-changing area of probiotics. It sets out the seven steps to creating a successful probiotic brand and describes probiotic strategy both in dairy and emerging new segments such as fruit juice and solid foods.

A concise 35-page description of probiotic strategy sets out:

which marketing techniques are most effective and why
how probiotic products are priced and how some can achieve super-premium prices
how packaging innovation can be used to differentiate a product and achieve a premium price
why you should create a new brand rather than extend an existing brand
why successful brands are the ones that create new categories or new segments

This practical analysis is supported over the following 70 pages by 13 detailed case studies, all illustrated with supermarket sales data and all based on interviews with senior executives at the companies concerned.

Case studies include:

Activia - the world’s second-biggest digestive health brand
Actimel - the immune-health megabrand
ProViva - a mass-market probiotic juice success in Europe
Verb: GoodBelly - a new probiotic juice in America
Attune Wellness Foods - a company trying to create a new segment of the market with probiotic bars
As well as case studies of probiotic chewing gum, a probiotic kids brand, and a blood-pressure lowering probiotic

This report has been written to provide executives in marketing and technical roles with real-world insights that can be applied in any setting.

Overview
1. 7 steps to a successful probiotic brand: 2. Strategies for success in probiotics
1.Good probiotic science underpins good strategy: 2.Niche market or mass market?; 3.New category creation; 4.Line extension or new brand?; 5.An opportunity for premium pricing and packaging innovation; 6.Digestion and immunity - the biggest opportunities; 7.Emerging new segments for probiotics; 8.The 'alternative to dairy' gap in the market; 9.A limited future for probiotic bars and cereals; 10.Probiotic vs. prebiotic; 11.The future of the probiotic market in the US; 12.The future of the probiotic market in Europe
1. Dairy
2. Juice
3. New segmentation strategies: 1. Blood pressure-lowering; 2. Oral health; 3. Kids; 4. Irritable Bowel Syndrome (IBS)
4. Market snapshots: 1. US market; 2. UK market
Appendix: 1. The Technology Consumer; 2. The Lifestyle Consumer; 3. The Mass-Market Consumer; 4. Price comparison of spoonable yoghurts in the U.S; 5. Sales of FOSHU-approved products in Japan; 6. Future probiotic markets: a forecast; 7. Actimel’s sales growth 1994-2006 (not at retail prices); 8. Price comparisons of juice products on the Swedish market; 9. Comparison of per-litre retail prices of GoodBelly & DanActive with non-probiotic beverages; 10. Lactic acid bacteria drinks in Japan - market trends; 11. The Japanese market for mixed fruit & vegetable juice; 12. Japanese vegetable consumption; 13. Mixed fruit & vegetable sales - company shares, Japan; 14. The rise of Yakult Pretio & the decline of Calpis Ameal S; 15. Activia & DanActive retail sales in the U.S. 2006-2007; 16. Price comparison of spoonable yoghurts in the U.S; 17. Activia retail sales in the U.K. 2001-2006; 18. Retail sales of Müller’s Vitality brand 2004-2007
LIST OF TABLES: 1. Summary of studies published in international peer-reviewed journals on Probi’s bacteria strains; 2. Top 20 yoghurt & pot desserts - U.K. 2007; 3. Top 20 yoghurt drinks - U.K. 2007; 4. Submissions to the EFSA for health claims relating to probiotic bacteria

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Probiotics: Successful Strategies from the Global Marketplace

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