Why we need well-working guts
The growing trend toward digestive health
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.
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