Probiotics: Successful Strategies from the Global Marketplace

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122 pages, over 60 illustrations and charts, supported with brand sales data

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.

This report has been written to provide executives in marketing and technical roles with real-world insights that can be applied in any setting.

Insights don’t have to cost a fortune. Our expertise means that, unlike anyone else, we can keep them affordable at a price of just $295/€200.

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

3. Digestion and immunity

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

3. 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

5. Market snapshots

1. US market
2. UK market

Appendix Detailed listing of European Health claims for Probiotics

CHARTS

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

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

“I first bought New Nutrition Business’s 10 Key Trends in 2005. It is a constant companion, it provides clear pointers to the future and I use it in all my business planning with food companies. I enjoy New Nutrition Business’s proactive approach to the market – they were the first to make the food and health link so emphatically.”

David Irving, Businessman and Academic, ex-CEO Heinz Wattie Australasia

Authored by Julian Mellentin, editor of New Nutrition Business. Julian isan independent consultant with 13 years’ experience of probiotic brands as well as co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.

Available in PDF only

Publication Date: 10th April 2008

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