As market saturation, stringent regulatory environments and a level of maturity hit probiotic yoghurt, probiotic supplements come into their own. Part one of the probiotic report series seeks to show the evolution of digestion and immune support positioned probiotics. It also highlights opportunities for manufacturers, based on geography, consumer trends and scientific discovery, providing ample room for probiotics to expand and evolve.
Although growth rates in Western Europe and the US are no longer as dynamic as they were a decade ago, on a global level, probiotic yoghurt is still achieving double the growth of non-probiotic variants. Sales grew by 6% in 2015. The huge popularity of “origin” yoghurts and regulatory constrains create a tough operating environment, however.
China, in particular, is propelling probiotic yoghurt growth, which is much needed to counteract declining sales in the EU and the US. Sales of Momchilovtsi (bright food group) rose by us$600 million in 2015 alone.
Probiotic supplements was the fastest growing dietary supplement type globally in 2015, rising by 8%. The us brand align (Procter & Gamble) has taken over the lead from the Italian brand Enterogermina (Sanofi-Aventis), while private label remains key to category popularity.
Activia remained the world’s leading probiotic yoghurt brand in 2015, ahead of Yakult, and continues to enjoy healthy growth. Yakult is, however, the largest probiotic yoghurt brand positioned as supporting digestive health.
The key regions of North America, Western Europe, Eastern Europe and Middle East and Africa are seeing a gradual shift in consumer preferences regarding consumption of probiotics, moving away from yoghurt towards supplements. Transparency regarding the dosage, convenience and the attached zero calories tag play a key part.
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