Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Digestive Enzymes : Market Research Report

Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Digestive Enzymes

Published: Oct. 1, 2009 - 238 Pages

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Chapter 1: Executive Summary: Report Methodology; Introduction; Digestive Health to Lead Functional Food and Beverage Market; Digestive Problems—A Major Health Issue; The Role of Beneficial Bacteria (Probiotics); The Relationship Between the Digestive System and Immunity; The Long-Term Effects of Antibiotic Use on Human Health; The Perils of Our Modern Diet; Probiotics—Definition and Overview; The Effect of Probiotics on Human Health; Prebiotics—Definition and Overview; Digestive Enzymes; Products and Ingredients; Probiotics Used in Foods and Beverages; Probiotic Strains and Descriptions; Prebiotics Used in Foods and Beverages; Digestive Enzymes; Where Enzymes Are Found; Opportunities for Incorporating Digestive Enzymes Into Foods and Beverages—The New Frontier
The Market: Market Definition; Methodology for Market Estimates; Global Probiotic/Prebiotic Product Introductions Increase from 2004 to 2008 and Escalate in 2009; Table 1-1: Global Probiotic/Prebiotic Food and Beverage Product Introductions, 2004-2009E; $15.4 Billion in Global Retail Sales in 2008 Probiotic/Prebiotic Food and Beverage Products; Dairy-based Foods Hold Majority of Global Probiotic/Prebiotic Market in Number of Products; The Marketers and Suppliers; Leading Marketers of Probiotic/Prebiotic Foods and Beverages in 2008 and 2009; New Products, Trends and Opportunities; Probiotics Heading for the Big Time; Probiotic Product Introductions Since 2004; Steady Annual Increase in the Number of Global Probiotic and/or Prebiotic Food and Beverage Products from 2003 to 2008; Expanding Categories of Probiotic-containing Products Beyond Dairy; Prebiotic Product Introductions Prior to 2008; Strategies and Opportunities in a Booming Emerging Market; The Consumer; Consumer Awareness of and Attitudes About Functional Foods, Probiotics and Prebiotics; The Word is Out...
Chapter 2: Strategies & Opportunities in a Booming Emerging Market: Capitalizing on Current Consumer Knowledge...; ...Or Just Give Them the Bottom Line; The Key Ingredients for a Winning Product; Playing Catch-Up in the United States and Eastern Europe; Current and Future Rapidly Growing Product Areas; Product Areas Experiencing Challenges; Innovation in Products and Ingredients; Combinations of Beneficial Ingredients; Focusing on Overall Benefits of the Product; A Note to Suppliers; Research Continues to Document Benefits of Probiotics; Advertise, Advertise, Advertise; Implementing Daily Dosing; Leveraging the Detox Phenomenon; When it Comes to Digestive Health, the Economy is Not an Issue; Some Probiotics and Prebiotics Do Double Duty; Large World Markets Waiting for Products; New Markets and Therapeutic Targets for Probiotics and Prebiotics; Synbiotic Products; Remaining Challenges
Chapter 3: Introduction: Digestive Health to Lead Functional Food and Beverage Market; Digestive Problems—A Major Health Issue; How the Digestive System Works; The Role of Beneficial Bacteria (Probiotics); The Relationship Between the Digestive System and Immunity; The Long-Term Effects of Antibiotic Use on Human Health; The Perils of Our Modern Diet; The Role of Lacto-fermented Foods; Probiotics—Definition and Overview; Confusion About Probiotics; Many Probiotic Strains, Many Different Functions; The Effect of Probiotics on Human Health; Studies Support the Beneficial Effects of Probiotics on a Wide Range of Diseases and Disorders; The Ideal Dosage of Probiotics Not Established; Categories of Probiotic Foods; Prebiotics—Definition and Overview; Primary Health Claims; Synbiotics; Consumer Awareness of the Importance of Digestive Health to Overall Wellness; The Number and Variety of Categories of Food and Beverage Products Containing Probiotics Continue to Expand; General Manufacturing Issues; Digestive Enzymes
Chapter 4: Products and Ingredients: Probiotics Used in Foods and Beverages; Selected Probiotic Strains and Descriptions; Combinations of Probiotics and Their Functions; Categories of Products Containing Probiotics; Dairy; Fermented Vegetables; Other Fermented Foods; Probiotics Research; Treatment of Antibiotic-Induced Illness; Prebiotics Used in Foods and Beverages; Inulin and Fructo-oligosaccharides; Polydextrose; Lactose-Derived Prebiotics; Resistant Starch; Other Types of Prebiotics; Beta-glucan; Mannanoligosaccharides; Pectin; Tagatose; Sources of Prebiotics Used in Foods and Beverages; Prebiotics Research; Digestive Enzymes; Where Enzymes Are Found; Types and Sources of Digestive Enzymes; The Role of Enzymes in Digestion; Opportunities for Incorporating Digestive Enzymes Into Foods and Beverages—The New Frontier; Enzyme Supplements Lead the Good Health Charge
Chapter 5: The Market: Market Definition; Methodology for Market Estimates; Global Probiotic/Prebiotic Product Introductions Increase from 2004 to 2008 and Escalate in 2009; Global Retail Sales in 2008 Probiotic/Prebiotic Food and Beverage Products; Dairy-based Foods Hold Majority of Global Probiotic/Prebiotic Market in Number of Products; Ireland and Japan Lead the World in Per Capita Spending on Probiotic/Prebiotic Yogurt; Global Retail Sales of Probiotic/Prebiotic Food and Beverage Products Are Projected to Exceed $22 Billion in 2013; Probiotic/Prebiotic Beverages is Leading Growth Sector; Global Market for Probiotic Dairy Beverages Estimated at $9.2 Billion in 2008; Dannon’s Activia Jump-Starts the Probiotic Food and Beverage Wave in the United States; U.S. Sales in 2008; Probiotic Drink Market in United States; Drinkable Yogurt Products Lead U.S. Probiotic/Prebiotic Yogurt Category and Make Sudden Splash in Canada; U.S. Sales of Spoonable Probiotic Yogurt Show Double-Digit Growth; 2013 Projection for U.S. Retail Sales of Probiotic/Prebiotic Products; European Market for Probiotic/Prebiotic Foods and Beverages; European Sales Projection for Probiotic/Prebiotic Products; Asia Pacific Market for Probiotic/Prebiotic Foods and Beverages More than Doubles European Market in 2008; Global Sales of Probiotic Ingredients; Global Sales of Prebiotic Ingredients; Sales of Probiotic Supplements
Chapter 6: The Marketers and Suppliers
The Marketers and Suppliers: Leading Marketers of Probiotic/Prebiotic Foods and Beverages in 2008 and 2009
Competitor Profiles: Competitor Profile: Groupe Danone, Paris, France; Competitor Profile: Innocent Ltd., London, England; Competitor Profile: Lifeway Foods, Inc., Morton Grove, IL; Competitor Profile: NextFoods, Inc. (GoodBelly), Boulder, CO; Competitor Profile: Pulmuone Wildwood, Inc., Fullerton, CA; Competitor Profile: Stonyfield Farm, Londonderry, NH; Competitor Profile: Yakult Honsha Co., Ltd., Tokyo, Japan; Competitor Profile: Zukay Live Foods Inc., LLC, Elverson, PA
The Suppliers: Competitor Profile: BioGaia AB, Lund, Skane, Sweden; Competitor Profile: Cargill Inc., Wayzata, MN; Competitor Profile: Christian Hansen A/S, Hoersholm, Denmark; Competitor Profile: Danisco A/S, Copenhagen, Denmark; Competitor Profile: Ganeden Biotech, Cleveland, OH; Competitor Profile: Probi AB, Lund, Skane, Sweden
Selected Prebiotics Suppliers: Competitor Profile: BENEO-Orafti SA, Tienen, Belgium; Competitor Profile: Cosucra Groupe Warcoing SA, Pecq, Hainaut, Belgium; Competitor Profile: Sensus, Roosendaal, The Netherlands
Selected Enzyme Suppliers: Competitor Profile: Deerland Enzymes, Inc., Kennesaw, GA; Competitor Profile: Enzymotec Ltd., Migdal HaEmeq, Israel; Competitor Profile: National Enzyme Company, Forsyth, MO
Chapter 7: New Products, Trends and Opportunities: Probiotics Heading for the Big TIme; Probiotic Product Introductions Since 2004; Steady Annual Increase in the Number of Global Probiotic and/or Prebiotic Food and Beverage Products from 2003 to 2008; Expanding Categories of Probiotic-containing Products Beyond Dairy; Europe Leads in Probiotic/Prebiotic Product Introductions in 2008; South and Central America Gain Greater Percentage of Global Product Introductions During First Half of 2009; Health Claims Associated with Probiotic/Prebiotic Foods and Beverages; Probiotic Dairy Products; Probiotic Product Introductions in 2007; Digestive Health Product Launches in 2008 and 2009; Prebiotic Product Introductions Prior to 2008; Selected Prebiotic Products Launched in 2008 and 2009; Technology Challenges; Research; Regulatory Matters; The U.S. Regulatory Situation Relating to Probiotics and Prebiotics; Labeling Overview; Will the FDA Classify Probiotics as Drugs?; Probiotics Council of the National Yogurt Association; Health Canada Issues Guidance Document on Probiotics in Food; Supplier Recommendations; European Food Safety Authority Working on Guidelines for Probiotics and Prebiotics; Marketplace Impact of the EFSA Guidelines; Lack of Clarity on Dosages of Probiotics and Prebiotics in the European Union and Elsewhere Inhibit Market; The Dannon Scuffle
Chapter 8: The Consumer: Consumer Awareness of and Attitudes About Functional Foods, Probiotics and Prebiotics; The Word is Out...; ...but Confusion Exists; Consumer Criteria for Functional Foods and Beverages: Works Good, Tastes Good; Consumers Overwhelmingly Prefer to Obtain Benefits from Foods and Beverages Rather than Taking Supplements; Women Are the Prime Consumers, and Digestive Health and Immunity are Primary Concerns; Purchasers Over 30 Focus on Digestive Health Products and Probiotics, While Immunity is a Main Concern of Purchasers 18 to 29; Patterns by Household Composition; Strong Correlation with Higher Education and Income; Urban/Suburban and Coastal Skews
Appendix: Probiotics, Immunity, Digestive Health: List of Companies

Abstract

Probiotic literally means "for life." The Joint Food and Agriculture Organization/World Health Organization defines probiotics as "live microorganisms which, when administered in adequate amounts, confer a health benefit on the host." Prebiotics are nondigestible carbohydrates that feed beneficial bacteria already residing in the digestive system and also provide fiber (bulk), an aid to good digestion. Prebiotics are found in a wide variety of fresh fruits and vegetables and in certain other products, such as yogurt containing the probiotic Bifidobacteria.

The interest in foods and beverages that enhance digestive health is increasing worldwide, especially in developed countries. People in many third world countries have routinely consumed foods containing probiotics and/or prebiotics for centuries. Fermented foods are the primary source of naturally occurring probiotic bacteria, and such foods are a traditional part of most indigenous diets. This is because their health benefits were identified thousands of years ago. Developed countries have moved away from these vital foods, to greater or lesser degrees, and the health of people in these areas has suffered as a result.

In the past few years, there has been a growing awareness among consumers globally of the connection between digestive health and immunity. The gastrointestinal (GI) tract is now recognized as a very active immune center. Indeed, the GI tract contains more than 80% of the body's antibody-producing cells. Importantly, the digestive tract comprises an entirely separate immune system, which was not fully appreciated until recently. The GI system confers an immunity different from the immune functions elsewhere in the body and is considered the largest of the lymph organs - larger than the thymus and all the other lymph nodes scattered throughout our systems.

Aging populations and infants are the obvious groups that can benefit from digestive- and immunity-focused products, but awareness of the extensive and lifelong benefits of consuming foods for digestive health has the attention of people of all ages.

The most well-known foods that are beneficial to the GI tract are yogurt and high-fiber products. The probiotics market has recently begun to move beyond yogurt to deliver probiotics in an increasing variety of foods and beverages. Prebiotics are being added to an expanding array of products, from pudding to frozen chicken dinners. The probiotic category is more established than prebiotics in the digestive health market, but the prebiotics sector is the faster growing of the two. An adjunct category-and a new frontier for food and beverage manufacturers-is digestive enzymes. Many food and beverage products are ideal candidates for the addition of digestive enzymes.

There are two major trends contributing to the growth of foods and beverages that enhance digestive health-increasing numbers of categories of these products in which probiotics and prebiotics are included, and a growing public awareness of and desire to benefit digestive health and thereby enhance immunity.

In 2008, 232 products were introduced worldwide that contained probiotic and/or prebiotic ingredient(s). As of June 30, 2009, 139 products with a probiotic or prebiotic ingredient listed were introduced to the global market. Japan, which has had the Yakult probiotic drink on the market since the 1950s, remains the number one country for probiotic and prebiotic launches, but launches in the U.S. are gaining significant momentum. The non-alcoholic beverage category is gaining importance in the growth of digestive health products, especially as prebiotic innovation intensifies. The dairy food market is well established as the primary avenue for probiotics and prebiotics, and the maturity of this sector increases the challenge for new products to differentiate when entering this market. Innovation in the area of high-fiber products is strong, with manufacturers adding new flavors to products and incorporating fiber and whole grains into new formats.

Challenges to the market include consumer confusion and skepticism about digestive health products, as well as balancing health benefits with an appetizing product. Gaining clarity about the numerous strains of probiotics, and the health benefits of each, is daunting to consumers. Gaining consumer confidence is a major issue in the long-term profitability of digestive- and immunity-enhancing functional food and beverages. Surveys show that although consumers are making active attempts to eat healthier, they are generally not willing to do so by compromising sensory benefits.

Digestive Health, Immunity and Probiotics: Trends in the Worldwide Food and Beverage Markets, contains comprehensive data on the global market for foods and beverages containing probiotics and/or prebiotics. The report focuses on the main drivers of this market-1) expanding numbers of categories and products available in this market and 2) increasing consumer awareness and concern about the importance of digestive health as it affects immunity and a concomitant desire to purchase products that address this concern. More importantly, the report provides insight into current product and technology innovations in this sector as well as strategies to bring to consumers not only awareness of the role of probiotics and prebiotics in digestive health but the vital role these ingredients play in overall wellness. Opportunities for the addition of digestive enzymes to foods and beverages are also explored. Historical retail sales data (2003-2008) and forecast data (2009-2014) are provided for the global and selected international markets (U.S., Europe, Japan, Rest of World). The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics, and innovations that are changing and challenging the marketplace environment. The report profiles major marketers of digestive health products containing probiotics and/or prebiotics and suppliers of probiotics and prebiotics as well as innovative companies in both of these sectors.

Read an excerpt from this report below.

Report Methodology

The information in this report was obtained from both primary and secondary research. Primary research entailed in-depth, on-site examinations of supermarkets, drug stores, mass merchandisers, convenience stores, health/natural foods stores, specialty stores, and club stores. Company, distributor, and retailer interviews were conducted to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources. Included were consumer and industry publications, newspapers, government reports, financial reports, company literature, and corporate annual reports.

An exclusive feature of Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Enzymes is custom survey data from Packaged Facts' February 2009 online poll of 2,600 U.S. adults, which was conducted to measure purchasing patterns, attitudes and demographics specific to functional foods and beverages. Drilling down to the marketer and brand level, the analysis also relies on consumer survey data from Experian Simmons' Fall 2008 National Consumer Study.

Secondary research included canvassing company web sites, consumer and industry publications, the Food and Agriculture (FAO)/World Health Organization (WHO), The International Probiotics Association, International Scientific Association for Probiotics and Prebiotics, Probiotics Council of the National Yogurt Association, newspapers, government reports, financial reports, company literature, and corporate annual reports.

Overall market data is for the retail industry. No foodservice sales are included.

About the Author

Lynn Gray has been writing market research reports since 1989 and has completed approximately 70 reports during that time. She began with Market Research Intelligence Company (now Frost & Sullivan Market Research), then wrote for FIND/SVP (now Guideline), Biomedical Business International, and Business Communications Company (BCC Research). In addition to her work on syndicated market research reports, Ms. Gray worked in medical, biological and biochemical laboratories at Children's Hospital in San Francisco; the University of California, Berkeley; Harvard University and Harvard Medical School for 10 years.

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Boosting Immunity Through Digestion: The Relation Among Probiotics, Prebiotics and Digestive Enzymes

Table of Contents

Abstract