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Probiotics: Successful Strategies from the Global Marketplace

Published by: New Nutrition Business

Published: Apr. 1, 2008 - 122 Pages


Table of Contents


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

Case Study 1: Probi: successfully commercialising probiotic science

1. Dairy

Case Study 2: Yakult Honsha - the pioneer in probiotics for digestive health

Case Study 3: Activia - the world’s No.2 digestive health brand

Case Study 4: Actimel - the immune health mega-brand

Case Study 5: Dancing Daisy - how not to market probiotic milk

2. Juice

Case Study 6: ProViva - Sweden’s mass-market functional food brand

Case Study 7: Verb: GoodBelly - probiotic juice debuts in America

Case Study 8: Kagome Labre - probiotic juice creates a new category..

Solid food applications

Case Study 9: Attune aims to be Americans’ probiotic preference

3. New segmentation strategies

1. Blood pressure-lowering

Case Study 10: New blood-pressure focus for Yakult’s probiotic know-how

2. Oral health

Case Study 11: Probiotic chewing gum for a healthy mouth

3. Kids

Case Study 12: Valio pulls first kids’ probiotic cheese out of the hat

4. Irritable Bowel Syndrome (IBS)

Case Study 13: Finnish probiotic pioneer maximises daily dose benefits

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

Abstract

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.

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