Proliferating Demand for Probiotics

The consumption of probiotics has been well-known to eastern cultures for centuries. Even the Europeans accepted this concept long before Americans did and incorporate a good dose of friendly bacteria religiously into their diets. While Americans were slow in catching up, we’ve made up for lost time. In 2006, just about 20 percent of the American population knew what “probiotics” meant. In 2007, this figure rose to 31 percent; in 2008 it rose to 48 percent. And today our knowledge of probiotics has reached even greater enlightenment with the advent of the probiotics pizza!

What’s Proliferating the Probiotic Market?

So how did we get from being probiotic-ignorant to being probiotic-savvy so quickly? Here are seven trends that are pushing the probiotics market to greater heights:

• Research indicates the efficacy of probiotics as a solution to many of man’s modern digestive problems including acute diarrhea, indigestion, IBS, lactose intolerance, and other gastrointestinal complaints.
• Substantial advertising campaigns launched by probiotic manufacturers themselves. Massive advertising for probiotics done mostly by probioitc manufacturers teaches us the benefits of probiotics in our diet, specifically to improve digestive health.
• More people are finding that probiotics work! Glance through some of the major forums related to IBS and you’ll find people talking about probiotics. It may be safe to assume that since the sales are up, people are finding an improvement in their digestive health by supplementing their diets with probiotics.
• Innovation drives the market. Innovations in products by probiotics manufacturers have created more consumer awareness with products that appeal to the public. According to a Frost & Sullivan report, "Product innovation is a key factor for increasing market share. The introduction of diverse products with new probiotic strains has had a significant impact on the growth of the yogurt market in recent years. For most consumers, though, taste and convenience will continue to be the most important selling points.”
• Digestive health issues among Americans are rising. People are paying attention to their health needs not just to live longer, but to live healthier lives. Good diet and nutrition are playing a major role. Since good health begins in the digestive system and a healthy digestive system can prime immune health, probiotics is perceived as a major contributor to good health.
• The increase in the use of colon cleansers and colon detoxes propagated by colon cleanse manufacturers and big-time celebrities have created a craze for colon cleansing. Once the colon is cleansed, good bacteria need to be replenished in the system. Probioitcs supplements are part of every major colon cleanse program.
• The safety of probiotics is not doubted as probiotics already exist naturally in the digestive system. It is estimated that a 100 trillion bacteria with over 500 different species already exist in the intestines.

What’s Needed?

• The public needs to be educated on the various strains of bacteria and levels required by the body. Most people are aware of the two most common bacteria: Lactobacillus and Bifidobacterium. But even this is not enough. Lactobacillus is just a bacterium and there are hundreds of strains to this bacterium. Lactobacillus GG, for example, is a strain that has been extensively studied. Lactobacillus GG is noted for its positive effects on atopic eczema as well as in treating milk allergies in infants and children (The Journal of Clinical Gastroenterology, 2008). Different probiotics species and strains impart different health benefits.
• Most probiotics manufacturers do not include details of strain and strain levels on their product label. More transparency on product labels is required. Probiotics dietary supplements have no standard labeling requirements and hence buyers are often unable to make a sensible decision. The genus, species, and strain level should be clearly stated on labels by probiotics manufacturers.
• More research on probioitcs would be helpful in revealing which strains work for specific digestive concerns, such as bloating, IBS, indigestion, etc.

The Market Facts

• According to The Probiotics Market: Ingredients, Supplements, Foods from BCC Research, probiotics supplements is the second largest segment in probiotics sales. This segment was worth a global $1.2 billion in 2007 and is expected to increase to $1.3 billion by 2013.
• Probiotics supplements are sold as capsules, tablets and powders, with capsules accounting for about 75 percent of the supplement sales.Probiotics manufacturers have seen a rise in probiotics supplement sales in spite of the economic downturn.
• The market is ready for probiotics supplements with a scientific approach to formulation. Those interested in manufacturing their own line, whether private labeled or an original formula should contact a reputable Probiotics Manufacturer who can guide them into the more popular strains or combination of strains to create innovative probiotics supplements that will appeal to consumers.